1
The Dynamic Dozen
(plus three)
Strategic Tools
The Public Relations
Practitioner’s Playbook
M. Larry Litwin, APR, Fellow...
2
Taken from… PR Is...
• “This is who we are;
• What we think about ourselves
• What we want to do; and
• Why we deserve y...
3
No. 4 – Audiences (ISPR)
• Identify
• Segment/Fragment
• Demographically
• Psychographically
• Geodemographically
• Beha...
4
Strategic GOST Review
• GOST
• RACE
• PR-Pie
• Cracked Egg Persuasion Model
• MAC Triad Plus P&T
No. 6 – Reaching the
De...
5
No. 9 – New Technologies Boosted
Obama Campaign's Efforts
or – “Why Obama Won”
• http://www.npr.org/2012/11/12/16497
975...
6
No. 14 – What Editors and Reporters
Expect of PR Practitioners
• Relationships
• Know what news is
• Know deadlines
• Ac...
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The Dynamic Dozen (plus three) Strategic Tools

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Fast-paced session covering 12 communication models designed to propel strategic communicators to the highest level. Many were used by President Obama in his re-election campaign. First 36 minutes cover models. Final 24 – time’s yours. “The Dozen”: Obama; MAC Triad; Shannon Weaver; Cracked Egg; Electronic Releases; Hyper Targeting; Conflict Analysis; Audience Fragmentation; Crisis Communication; Media Relations; Key Communicators; Summary (GOST, PRpie; RACE)

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The Dynamic Dozen (plus three) Strategic Tools

  1. 1. 1 The Dynamic Dozen (plus three) Strategic Tools The Public Relations Practitioner’s Playbook M. Larry Litwin, APR, Fellow PRSA © 2013 1 …used by the best and most effective School PR Practitioners Dynamic Dozen (plus three) 1) Mac Triad Plus 2) Two-Way Model 3) Cracked Egg 4) IS (F) PR 5) PR Plan/Roadmap 6) Desired Outcome 7) Synergy 8) Force Field 9) Why Obama Won 10) Electronic Release 11) NFL Films 12) Crisis Communication 13) Key Communicators 14) Editors/Reporters/PR 15) Three-Minute Drill Or… Why We Do What We Do And How To Do It Better! 5 No. 11 – Tell me a story Ed Sabol… • “Tell me a fact and I’ll learn. • Tell me a truth and I’ll believe. • But tell me a story and it will live in my heart forever.” The success behind NFL Films You enter to learn You leave to serve
  2. 2. 2 Taken from… PR Is... • “This is who we are; • What we think about ourselves • What we want to do; and • Why we deserve your support.” No. 1 – MAC Triad Plus M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 10 11 No. 2 – Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V No. 3 – Cracked Egg Model
  3. 3. 3 No. 4 – Audiences (ISPR) • Identify • Segment/Fragment • Demographically • Psychographically • Geodemographically • Behavioristically • Benefits • Profile • Rank – Audience Power Structure • Elite (Key Communicators) • Pluralistic or Diffused • Amorphous/Latent 13 Audience Power Structure Elite Diffused Amorphous 14 No. 5 – PR Plan/Roadmap • Goal • Objectives • Strategies • Tactics • Tools 15 RACE • Research • Action • Communication • Evaluation 16 PR-Pie • Purpose • Research • Planning • Implementation • Evaluation 17 No. 5 – RACE vs. PRpie • Research/Research • Action/Planning • Communication/Implementation • Evaluation/Evaluation 18
  4. 4. 4 Strategic GOST Review • GOST • RACE • PR-Pie • Cracked Egg Persuasion Model • MAC Triad Plus P&T No. 6 – Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 20 No. 7 – Strategic Communication is achieving is… 21 No. 8 – Conflict/Force Field Analysis 23 Force Field Analysis
  5. 5. 5 No. 9 – New Technologies Boosted Obama Campaign's Efforts or – “Why Obama Won” • http://www.npr.org/2012/11/12/16497 9755/new-technologies-boosted- obama-campaigns-efforts?sc=emaf No. 10 – Electronic Release Template No. 10 – Electronic Release Template 28 No. 11 – Tell me a story Ed Sabol… • “Tell me a fact and I’ll learn. • Tell me a truth and I’ll believe. • But tell me a story and it will live in my heart forever.” The success behind NFL Films No. 12 – Crisis Communication • Tell it FIRST • Tell it Fast • Tell it ALL • Tell it YOURSELF No. 13 – Key Communicators • Inexpensive • Consumption Pioneers • Respected Community Leaders • Influencers/Influentials • Opinion Leaders • (Can) assist in changing behavior (attitudes and opinions) • Establishing a KC program
  6. 6. 6 No. 14 – What Editors and Reporters Expect of PR Practitioners • Relationships • Know what news is • Know deadlines • Accuracy • Timeliness • A climate of trust/honesty • Accessibility (when bad news breaks) No. 15 – Jim L’s Three-Minute Drill No. 15 – Jim L’s Three-Minute Drill No. 7 – Strategic Communication is achieving is… 34 This and other Larry Litwin PowerPoints Visit • www.slideshare.net • www.larrylitwin.com Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2013 36

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