• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Action Communication
 

Action Communication

on

  • 1,395 views

 

Statistics

Views

Total Views
1,395
Views on SlideShare
1,395
Embed Views
0

Actions

Likes
0
Downloads
23
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Action Communication Action Communication Presentation Transcript

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