Success is Planned Research based Objectives Strategies Tactics
Objectives 2 Os Output – what WE do Outcome – what our PUBLICS do in response 3 As Awareness Attitude Action
4 Elements of a Good Objective One specific public One desired outcome A timeframe by which that outcome happens A way to measure Ex: Increase to 30% the percentage of our donors who give more than once a year by December 31, 2011.
How to Meet Objectives? STRATEGY! But what is strategy?
Strategy is… The thought behind the message The reason you’re confident it will be effective A consideration of more than “getting the word out”
Types of communication strategies Timing of the message Targeting and segmenting publics The medium used Partnerships Intervening publics, opinion leaders **Message appeal
Need to get audiences to: Pay attention Understand message Believe message Remember Respond—change mind, act on message
Paying Attention “Media uses and gratifications” theory Passive/active audiences Triggering events
Understand Message Clarity—no jargon, acronyms, assumed understanding Relevance Tone/voice—proclamation or conversation; 1st, 2nd or 3rd person voice
Believe the Message Source credibility (sincerity, expertise, charisma) Cognitive dissonance (predisposition) Attribution theory (perceived intentions) Involvement High = central processing = WHAT is said Low = peripheral processing = WHO says it
Remember the Message Make it memorable, personally relatable Repetition Message consistency Multiple tactics (media mix) Multiple sources
Message Content, Structure Drama, anecdote Statistics Surveys and polls Examples, how-to Testimonials, endorsements Emotion Call to action
PR Ethics NOT ‘spin’ Advocacy of a point of view Enable informed decision making Provide information Build or maintain relationships
Tactics What are you using now? (Are they appropriate?) Web site (which can include all that follows) Social media Annual report Newsletter Advertising Media relations, op-eds Brochures, reports Events