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

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