Action Communication

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  • Action Communication

    1. 1. Action & Communication
    2. 2. <ul><li>Understanding your target audience </li></ul><ul><li>Knowing the communication channels they use </li></ul><ul><li>Developing and disseminating messages through those channels </li></ul>Action & Communication: Keys to Success
    3. 3. <ul><li>Media are of two types: </li></ul><ul><ul><li>Controlled , such as pamphlets, posters, special events and company publications </li></ul></ul><ul><ul><li>Uncontrolled , such as newspapers, television, Internet and radio. </li></ul></ul>Basic Media Selection Tips
    4. 4. <ul><li>Controlled Media </li></ul><ul><li>The downside: </li></ul><ul><li>Relatively costly to produce </li></ul><ul><li>Time-consuming in development </li></ul><ul><li>Lacking in the “urgency” of news </li></ul><ul><li>The upside: </li></ul><ul><li>Total control over content </li></ul><ul><li>Total control over delivery time and place </li></ul><ul><li>Real costs lower than apparent costs because audiences more precisely ‘targeted’ </li></ul><ul><li>Less waste than uncontrolled media </li></ul>
    5. 5. <ul><li>Uncontrolled Media </li></ul><ul><li>The downside: </li></ul><ul><li>Timing can’t be controlled. </li></ul><ul><li>Content can’t be controlled. </li></ul><ul><li>Potential for errors and distortion is high. </li></ul><ul><li>The upside: </li></ul><ul><li>Costs are low. </li></ul><ul><li>The urgency of news captures attention. </li></ul><ul><li>They imply third party objectivity. </li></ul>
    6. 6. Media Relations Process <ul><li>1. Write a plan </li></ul><ul><li>2. Research the media </li></ul><ul><li>3. Develop story ideas </li></ul><ul><li>4. Prepare a media kit (optional) </li></ul><ul><li>5. Write a press release (optional) </li></ul><ul><li>6. Pitch your story to the media </li></ul>
    7. 7. <ul><li>Criteria One: </li></ul><ul><ul><li>Audience comparison – media audiences vs. target audiences </li></ul></ul><ul><li>Criteria Two: </li></ul><ul><ul><li>Importance of timing – the extent to which control is necessary </li></ul></ul><ul><li>Criteria Three: </li></ul><ul><ul><li>Budget limitations—the amount of money available to achieve specified objectives </li></ul></ul>Media Selection Criteria
    8. 9. <ul><li>December 17 – January 3 </li></ul><ul><li>U.S. Premiere </li></ul><ul><li>Replacing regular holiday show </li></ul><ul><li>“ New” Circus-style </li></ul><ul><li>All performers previously with Cirque du Soleil </li></ul><ul><li>“ PG-13” rating </li></ul><ul><li>Tickets: $20 - $30 </li></ul>About 7 fingers
    9. 10. The Venue Palace of Fine Arts Theatre 1,000 seat theater; 15 shows scheduled
    10. 11. The Goal For 7 fingers to be seen as the premier choice for holiday entertainment in the San Francisco Bay Area
    11. 12. <ul><li>Identify your target audiences </li></ul><ul><li>Choose 2 </li></ul><ul><li>Objective: To create interest among that target audience so that ticket sales increase. </li></ul><ul><li>Strategies and Tactics? </li></ul><ul><li>Choose both controlled & uncontrolled media. </li></ul><ul><li>Be Creative!!! </li></ul>Group Activity
    12. 13. Any Questions?
    13. 14. <ul><li>Controlled vs. Uncontrolled </li></ul><ul><li>Media Coverage SF Chronicle WHERE San Fran </li></ul><ul><li>Other PR Concierge Association Union Square Merchants </li></ul><ul><li>Advertising BART ads SF Weekly SF Chronicle </li></ul><ul><li>Tickets Sold! 3 shows added </li></ul>

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