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 School Election Success from The Public Relations Practitioner’s Playbook [for the New York School PR Association] M. Larry Litwin, APR, Fellow PRSA© 2012 1 Or… Why We Do What We Do And How To Do It Better! 2 1
  2. 2. Taken from… 3 PR Is...• “This is who we are;• What we think about ourselves;• What we want to do; and• Why we deserve your support.” 4 2
  3. 3. 5 You Talk – We Listen Hearing vs. ListeningThere is a reason why we have two ears and one mouth – we must listen twice as much as we speak. 6 3
  4. 4. Public Communication• Public communication is at the heart of our economy, society and politics. Studios use it to promote their films. Politicians use it to get elected. Businesses use it to burnish their image. Advocates use it to promote social causes.• 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 targeted to the right audience in creative and innovative ways at the ideal time using the proper channel. The ability to communicate this way – to communicate strategically – is what Public Communication is all about. 7 Strategic Message Commercial Persuasion Or Public Relations “The establishing of reciprocal understanding between an individual and a group.” Edward Bernays 8 4
  5. 5. Ivy Ledbetter Lee’s 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 In the beginning… 5
  6. 6. PR’s calling… CampaignA premeditated act 12 6
  7. 7. PR Plan/Roadmap• Goal• Objectives• Strategies• Tactics• Tools 13 Superior tactics cannot overcome a bad (business) strategy. 14 7
  8. 8. No Planning = No Plan = No Hope 15 Questions to answer……enroute to a successful campaign: 16 8
  9. 9. Carville and Matalin• Simple• Relevance• Repetition 17 Phase One• Plan the campaign – Learn the laws – Research – Target audience – Voter registration 18 9
  10. 10. Phase Two• Information campaign – Community education – Face-to-face – Speakers bureau – Key communicators 19 Phase Three• Endorsements• Sophisticated publications• Buttons• Bumper stickers• Canvassing• Phone calls• Emails 20 10
  11. 11. Why campaigns fail• Voters generally uninformed• Two types of audiences – passive/active• Lack of optimism• Poor GOTV effort 21 Fraser Seitel says…• “Our fundamental role in PR is to defend and promote and enhance and sustain the reputation of our organizations.”• “Our job in PR is to help ensure that that objective is achieved…through proper performance – effectively communicated.” 22 11
  12. 12. Managing Public OpinionPublic relations practitioners… – Assess public opinion – Influence public opinion It is our responsibility to MANAGE public opinion! 23How are Bottom Lines Achieved? ??? 24 12
  13. 13. Media Life Changer No. 1… A powerful example of algorithms and pixels thanks to CBS News. digitized/?tag=contentBody;cbsCarousel Reaching the Desired Outcome• Attitude• Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 26 13
  14. 14. PR Practitioners are… Strategic Advisors 27ABCs of Strategic Communication• Anticipate• Be Prepared• Communicate Clearly, Concisely, Consistently, Calculatingly, Completely (Specifically and Simply)Open, Honest, Thorough, Valid 28 14
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  19. 19. Inline (1-2-1) Attachment 37 38 19
  20. 20. 1-2-1 campaigns DO work out-this-60-million-high-school-football- stadium-in-allen-texas-2010-4 39Public Relations is Synergy 40 20
  21. 21. Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V 41 MAC Triad M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 42 21
  22. 22. MAC Triad Plus M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 43 MAC Triad Plus cont.• Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. 44 22
  23. 23. Cracked Egg Model 45 Synergy The whole is greater than the sum of its parts orThe whole works better than any one of its parts.[To achieve our goal, we should achieve synergy.] 46 23
  24. 24. Public Relations is Synergy 47 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 48 24
  25. 25. Persuasion cont.• Use problem/solution format• Stress rewards/benefits• Control the tone• Clinch your argument• Ask for what you want• Leave (impression) something to remember 49Three-Step vs. Two-Step Flow Three-Step Flow Two-Step Flow1. Credible endorser* 1. Mass-media2. Key communicator message carrier3. (Targeted) publics 2. (Targeted) publics*Source credibility 50 25
  26. 26. Three-Step vs. Two-Step vs. One-Step Flow One-Step Flow – One-to-One 1. From organization directly to (Targeted) publics 51 Third Party Endorser• Endorsement = Someone who says it.• Testimonial = Someone who lives it. [Know the difference] 52 26
  27. 27. 7 C’s of Communication• Credibility• Context• Content• Clarity• Continuity and Consistency• Channels• Capability 53 Persuade vs. Convince• Persuade – Change of mind or attitude (for a short time) – When you persuade someone, you get them to act without convincing them• Convince – Change of heart and mind (long term) – When you convince someone, you actually get them to believe something else 54 27
  28. 28. Questions ???M. Larry Litwin, APR, Fellow PRSA © 2012 55 28