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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 ...

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 Presentation Transcript

  • 1. The Dynamic Dozen (plus three) Strategic Tools The Public Relations Practitioner’s Playbook M. Larry Litwin, APR, Fellow PRSA © 2013 1
  • 2. …used by the best and most effective School PR Practitioners
  • 3. Dynamic Dozen (plus three)
  • 4. Or… Why We Do What We Do And How To Do It Better!
  • 5. 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
  • 6. You enter to learn You leave to serve
  • 7. Taken from…
  • 8. PR Is... • “This is who we are; • What we think about ourselves • What we want to do; and • Why we deserve your support.”
  • 9. No. 1 – MAC Triad Plus M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 10
  • 10. 11 No. 2 – Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V
  • 11. No. 3 – Cracked Egg Model
  • 12. 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
  • 13. Audience Power Structure Elite   Diffused   Amorphous 14
  • 14. No. 5 – PR Plan/Roadmap • Goal • Objectives • Strategies • Tactics • Tools 15
  • 15. RACE • Research • Action • Communication • Evaluation 16
  • 16. PR-Pie • Purpose • Research • Planning • Implementation • Evaluation 17
  • 17. No. 5 – RACE vs. PRpie • Research/Research • Action/Planning • Communication/Implementation • Evaluation/Evaluation 18
  • 18. Strategic GOST Review • GOST • RACE • PR-Pie • Cracked Egg Persuasion Model • MAC Triad Plus P&T
  • 19. No. 6 – Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 20
  • 20. No. 7 – Strategic Communication is achieving is… 21
  • 21. No. 8 – Conflict/Force Field Analysis
  • 22. 23 Force Field Analysis
  • 23. No. 9 – New Technologies Boosted Obama Campaign's Efforts or – “Why Obama Won” • http://www.npr.org/2012/11/12/164979755/ne
  • 24. No. 10 – Electronic Release Template
  • 25. No. 10 – Electronic Release Template
  • 26. 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
  • 27. No. 12 – Crisis Communication • Tell it FIRST • Tell it Fast • Tell it ALL • Tell it YOURSELF
  • 28. 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
  • 29. 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)
  • 30. No. 15 – Jim L’s Three-Minute Drill
  • 31. No. 15 – Jim L’s Three-Minute Drill
  • 32. No. 7 – Strategic Communication is achieving is… 34
  • 33. This and other Larry Litwin PowerPoints Visit •www.slideshare.net •www.larrylitwin.com
  • 34. Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2013 36