Publics and media

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Publics and media

  1. 1. Examining the Media David Phillips
  2. 2. Learning Outcomes <ul><li>This week you will look at a number of approaches for identifying publics </li></ul><ul><li>Critical analysis of the concept of segmented publics does not mean ‘different stories’ or vanilla messaging </li></ul><ul><li>Through examination of case studies develop critical analysis of ‘social media’ as part of the message. </li></ul>
  3. 3. The planning process <ul><li>So far we have: </li></ul><ul><ul><li>Looked at the capabilities that are available for on-line research (and more will be made available) </li></ul></ul><ul><ul><li>Looked at capabilities available for situational analysis </li></ul></ul><ul><ul><li>We have aims that can be turned into SMART objectives (‘You will identify the need, aims and objectives, strategies and tactics in an outline proposal for a year long campaign by the CIPR. It will be a comprehensive response to the evolving demands of existing and social media’). </li></ul></ul><ul><ul><li>We have seen that landscaping, monitoring and evaluation is a continuum for use in many areas of management. </li></ul></ul>
  4. 4. Publics <ul><li>Methodologies for identifying publics </li></ul><ul><ul><li>Situational Theory (Grunig) </li></ul></ul><ul><ul><li>Stakeholders (Freeman) </li></ul></ul><ul><ul><li>Market segmentation (Kotler, Smith, 1956) </li></ul></ul><ul><li>Matching capabilities/interests with the market/segment </li></ul><ul><li>Examples of theory ( http://theclarityconcept.pbwiki.com/Academic%20Resources ) </li></ul><ul><li>Different methodologies http://slideshare.net/dphillips4363/resources-for-planning-and-management/3 </li></ul>
  5. 5. Same message across media <ul><li>Many media </li></ul><ul><li>Media is (part of) message </li></ul><ul><li>What about the ‘conversation’ (Cluetrain Manifesto) </li></ul><ul><li>What about Purple Cow (Godin) </li></ul>
  6. 6. The Social Media <ul><li>Media for the message </li></ul><ul><ul><li>CIPR example </li></ul></ul><ul><ul><li>CBS example </li></ul></ul><ul><li>A culture debate ? </li></ul>
  7. 7. What media for what message <ul><li>The media is part of the message </li></ul><ul><li>Some recent case studies </li></ul><ul><li>Your task at the seminars </li></ul><ul><ul><li>Create a list of publics (and the media that might be used for communication for CIPR) </li></ul></ul><ul><ul><li>Create a range of case studies – not of the medium but how the approach is right for the ‘audience’ </li></ul></ul><ul><ul><li>Identify how such case studies might be used by CIPR </li></ul></ul>
  8. 8. Learning Outcomes <ul><li>This week you will look at a number of approaches for identifying publics </li></ul><ul><li>Critical analysis of the concept of segmented publics does not mean ‘different stories’ or vanilla messaging </li></ul><ul><li>Through examination of case studies develop critical analysis of ‘social media’ as part of the message. </li></ul>

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