Public Communication Strategies for School Election Success


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This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.

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Public Communication Strategies for School Election Success

  1. 1. Public Communication Strategies for Or… School Election Success Why We Do What We Do from The Public Relations And Practitioner’s Playbook How To Do It Better! [for the New York School PR Association] M. Larry Litwin, APR, Fellow PRSA© 2012 1 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.” 3 4 You Talk – We Listen Hearing vs. Listening There is a reason why we have two ears and one mouth – we must listen twice as much as we speak. 5 6 1
  2. 2. Public Communication Strategic Message• Public communication is at the heart of our economy, society and politics. Studios use it to promote their Commercial Persuasion films. Politicians use it to get elected. Businesses use it to burnish their image. Advocates use it to promote Or social causes. Public Relations• It is a field built on ideas and images, persuasion and information, strategy and tactics. No policy or product can succeed without a smart (strategic) message “The establishing of reciprocal targeted to the right audience in creative and understanding between an individual innovative ways at the ideal time using the proper channel. The ability to communicate this way – to and a group.” communicate strategically – is what Public Edward Bernays Communication is all about. 7 8 Ivy Ledbetter Lee’s In the beginning… Public Relations Principles1. Tell the truth2. Provide accurate facts3. Give the public relations director access to top management so that he/she can influence decisions 9 PR’s calling… Campaign A premeditated act 12 2
  3. 3. PR Plan/Roadmap• Goal Superior tactics cannot• Objectives overcome a bad• Strategies (business) strategy.• Tactics• Tools 13 14 Questions to answer… …enroute to a successful campaign: No Planning = No Plan = No Hope 15 16 Carville and Matalin Phase One• Simple • Plan the campaign – Learn the laws• Relevance – Research – Target audience – Voter registration• Repetition 17 18 3
  4. 4. Phase Two Phase Three• Information campaign • Endorsements – Community education • Sophisticated publications – Face-to-face • Buttons – Speakers bureau • Bumper stickers – Key communicators • Canvassing • Phone calls • Emails 19 20 Why campaigns fail Fraser Seitel says…• Voters generally uninformed • “Our fundamental role in PR is to defend and promote and enhance and sustain the• Two types of audiences – reputation of our organizations.” passive/active• Lack of optimism • “Our job in PR is to help ensure that that• Poor GOTV effort objective is achieved…through proper performance – effectively communicated.” 21 22 Managing Public Opinion How are Bottom Lines Achieved?Public relations practitioners… – Assess public opinion – Influence public opinion ??? It is our responsibility to MANAGE public opinion! 23 24 4
  5. 5. Media Life Changer No. 1… Reaching the Desired Outcome • Attitude A powerful example of • Opinion algorithms and pixels thanks to CBS News. Education > Knowledge > Attitude > Behavioral Change > digitized/?tag=contentBody;cbsCarousel Output = Desired Outcome 26PR Practitioners are… ABCs of Strategic Communication • Anticipate • Be Prepared • Communicate Clearly, Concisely, Strategic Advisors Consistently, Calculatingly, Completely (Specifically and Simply) Open, Honest, Thorough, Valid 27 28 29 30 5
  6. 6. 31 3233 3435 36 6
  7. 7. Inline (1-2-1) Attachment 37 381-2-1 campaigns DO work Public Relations is Synergy out-this-60-million-high-school-football- stadium-in-allen-texas-2010-4 39 40Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V 41 42 7
  8. 8. MAC Triad Plus MAC Triad Plus cont. M • Informization – Disseminating information (message) to target audience through the proper channel +P+T at the best possible time. A C M=Message A=Audience C=Channel P=Purpose T=Timing 43 44 Cracked Egg Model Synergy The whole is greater than the sum of its parts or The whole works better than any one of its parts. [To achieve our goal, we should achieve synergy.] 45 46Public Relations is Synergy Persuasion Pointers • Know your audience • Know what you can accomplish • Anticipate objections/dispel them • Establish mutual goals/a common ground • Give options/choices • Be clear • Be familiar 47 48 8
  9. 9. Persuasion cont. Three-Step vs. Two-Step Flow• Use problem/solution format Three-Step Flow Two-Step Flow• Stress rewards/benefits 1. Credible endorser* 1. Mass-media• Control the tone 2. Key communicator message carrier• Clinch your argument 3. (Targeted) publics 2. (Targeted) publics• Ask for what you want• Leave (impression) something to remember *Source credibility 49 50 Three-Step vs. Two-Step vs. Third Party Endorser One-Step Flow • Endorsement = Someone who says it. One-Step Flow – One-to-One • Testimonial = Someone who lives it. 1. From organization directly to (Targeted) publics [Know the difference] 51 52 7 C’s of Communication Persuade vs. Convince• Credibility • Persuade – Change of mind or attitude (for a short time)• Context – When you persuade someone, you get them to act• Content without convincing them• Clarity • Convince• Continuity and Consistency – Change of heart and mind (long term) – When you convince someone, you actually get• Channels them to believe something else• Capability 53 54 9
  10. 10. Questions ???M. Larry Litwin, APR, Fellow PRSA © 2012 55 10