This document provides an overview of key concepts in public relations and strategic communication. It discusses topics like the MAC triad, audiences, persuasion, and accountability. The overall message is that public relations involves managing relationships and communication in a strategic, thoughtful way to achieve organizational goals.
This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the book Brand Psychology written by Jonathan Gabay, British lecturer and expert in Brand, Reputation and Communication and published by Kogan Page in 2015.
It explains how both sides of the brain connect when we take decisions and how this fact shapes our beliefs and trust on certain companies and people.
Brand Psychology studies the new relation models and analyzes the different techniques to be developed by brands to reach their stakeholders.
Thus, the text dives into what happens in the left hemisphere, which controls rational elements, and in the right one, which controls emotional aspects and relates this explanation with brand managament, value creation and shared beliefs.
Gabay also provides a list of values that a brand can give to all its stakeholders and which can be summarized as: functional, social, emotional, epistemic and conditional.
Individual subconscious and general unconscious mind are also important in the right side of the brain, specially, when it comes to assess things.
Jonathan Gabay uses the theories by pshycologist Karl Gustav Jung to explain how we link both sides of the brain when taking decisions and how our subconscious mind is the result of the connection between general inconscious mind and personality.
The book also talks about expectations and explains that dealing with them is essential to be able to manage reputation. Expectations mean opportunities but also risks and demand constant innovation. Despite all the information that companies can have now, it is even more important to know the expectation of their stakeholders and how to gain their trust.
Today, brand reputation and the fact that people believe and trust in a brand depend on the decisions where emotional and rational memories crash.
That's why emotions control our decisions and look for a logical reason in the left hemisphere (a logos or argumentation) that is coherent with the emotional reason that they have found already in the left side (a pathos or emotion), everything supported by an ethos or moral conviction. These three elements are necessary to obtain a good reputation as a brand in the current context.
Presented at http://www.careerconnectors.org/
Presenter Roy Bell, Business Catalyst, StrategyHub http://strategyhb.com
Cultivate Your Message
Twitter.com/strategyhb
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.
Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.) University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the book Brand Psychology written by Jonathan Gabay, British lecturer and expert in Brand, Reputation and Communication and published by Kogan Page in 2015.
It explains how both sides of the brain connect when we take decisions and how this fact shapes our beliefs and trust on certain companies and people.
Brand Psychology studies the new relation models and analyzes the different techniques to be developed by brands to reach their stakeholders.
Thus, the text dives into what happens in the left hemisphere, which controls rational elements, and in the right one, which controls emotional aspects and relates this explanation with brand managament, value creation and shared beliefs.
Gabay also provides a list of values that a brand can give to all its stakeholders and which can be summarized as: functional, social, emotional, epistemic and conditional.
Individual subconscious and general unconscious mind are also important in the right side of the brain, specially, when it comes to assess things.
Jonathan Gabay uses the theories by pshycologist Karl Gustav Jung to explain how we link both sides of the brain when taking decisions and how our subconscious mind is the result of the connection between general inconscious mind and personality.
The book also talks about expectations and explains that dealing with them is essential to be able to manage reputation. Expectations mean opportunities but also risks and demand constant innovation. Despite all the information that companies can have now, it is even more important to know the expectation of their stakeholders and how to gain their trust.
Today, brand reputation and the fact that people believe and trust in a brand depend on the decisions where emotional and rational memories crash.
That's why emotions control our decisions and look for a logical reason in the left hemisphere (a logos or argumentation) that is coherent with the emotional reason that they have found already in the left side (a pathos or emotion), everything supported by an ethos or moral conviction. These three elements are necessary to obtain a good reputation as a brand in the current context.
Presented at http://www.careerconnectors.org/
Presenter Roy Bell, Business Catalyst, StrategyHub http://strategyhb.com
Cultivate Your Message
Twitter.com/strategyhb
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.
Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.) University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
Color pdf version. A complete look at the advertising profession/strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
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.
Black and White pdf version. A complete look at the advertising profession/strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Color pdf version. A complete look at the advertising profession with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.)University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
A complete look at the advertising profession and strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Public Relations for the Nonprofit Executive - PR 101Stacy Wood
Brenda Stier-Anstine and Arielle Babineaux presented at the United Way of Delaware County's Nonprofit Institute. Learn how PR can be effectively tailored to meet your NPO objectives!
Color version. THE PowerPoint for Professor Litwin's Introduction to Advertising class at Rowan University. A complete look at the advertising profession with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
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.
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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Similar to Color pdf of Anatomy of Public Relations 1/7/12 for PR Playbook 4th edition [compatibility mode]
Color pdf version. A complete look at the advertising profession/strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
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.
Black and White pdf version. A complete look at the advertising profession/strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Color pdf version. A complete look at the advertising profession with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Color version. THE PowerPoint for Professor Litwin's Introduction to Public Relations class at Rowan (N.J.)University. A complete look at the strategic communication profession with assistance from professionals, other practitioners and a number of outstanding books. Visit: www.larrylitwin.com.
A complete look at the advertising profession and strategic communication with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
Public Relations for the Nonprofit Executive - PR 101Stacy Wood
Brenda Stier-Anstine and Arielle Babineaux presented at the United Way of Delaware County's Nonprofit Institute. Learn how PR can be effectively tailored to meet your NPO objectives!
Color version. THE PowerPoint for Professor Litwin's Introduction to Advertising class at Rowan University. A complete look at the advertising profession with assistance from professionals, other practitioners and a number of outstanding books. For Professor Litwin's Introduction to Advertising classes at Rowan (N.J.) University. Visit: www.larrylitwin.com. It incorporates Wells, Moriarty book and the Litwin book (See Chapter 11).
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.
Similar to Color pdf of Anatomy of Public Relations 1/7/12 for PR Playbook 4th edition [compatibility mode] (20)
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)
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)
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)
Includes Chapter 14 (Crises) summary from "The Public Relations Practitioner's Playbook."
Tell it first
Tell it fast
Tell it all
Tell it yourself
Presented at National School Public Relations Association National Seminar - 2012.
Taken from "The Public Relations Practitioner's Playbook" available at www.larrylitwin.com.
Tell it first
Tell it fast
Tell it all
Tell it yourself
Presented at National School Public Relations Association National Seminar - 2012.
Taken from "The Public Relations Practitioner's Playbook" available at www.larrylitwin.com.
This is the PowerPoint 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.
Media Relations the RIGHT way -- the ONLY way.
Principles and practices from the media relations profession. Contact larry@larrylitwin.com with questions or comments.
Media Relations the RIGHT way -- the ONLY way.
Principles and practices from the media relations profession. Contact larry@larrylitwin.com with questions or comments.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
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Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
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Reverse Pharmacology.
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Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
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Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
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Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
2. Taken from…
3
You enter to learn
You leave to serve
4
2
3. I am here to:
HELP
…Hear, Educate, Learn and Prepare
[HELP – Hear what Prof. Litwin says so you
can be Educated to Learn, which will
Prepare you for your future. You’ve come to
Rowan University to learn. You leave here to
serve.]
5
6
3
4. PR Is...
• “This is who we are;
• What we think about ourselves;
• What we want to do; and
• Why we deserve your support.”
7
8
4
5. 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.
9
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.
10
5
6. Strategic Message
Commercial Persuasion
Or
Public Relations
“The establishing of reciprocal
understanding between an individual
and a group.”
Edward Bernays
11
MAC Triad
M
+P+T
A C
M=Message A=Audience C=Channel
P=Purpose T=Timing
12
6
7. MAC Triad Plus cont.
• Informization
– Disseminating information (message) to
target audience through the proper channel
at the best possible time.
13
Advertising is Synergy
14
7
8. Strategic Message
Commercial Persuasion
Or
Public Relations
“The establishing of reciprocal
understanding between an individual
and a group.”
Edward Bernays
15
Public Relations…
(Not paid – Uncontrolled)
16
8
9. Public Relations…
A tool of leadership!
[more later…]
17
Public Relations 101
• Management and counseling function
• Enables organizations to build and maintain
relationships
• Through an understanding of audience
attitudes, opinions and values
• Planned, deliberate and two-way
• Conscience of organization
• Overseer of brand/reputation
• Relationship management
18
9
10. Public Relations
A management function that
helps organizations and their
publics mutually adapt to one
another.
19
Advertising 101
• Paid
• (Non)-personal communication
• From identified sponsor
• Using (mass) media
• To persuade or influence
• Audience
(Paid – Controlled)
20
10
11. Marketing 101
Determine what people need (and
want) and give it to them.
21
PR Practitioners are…
Strategic Advisors
22
11
12. Edward Bernays’
Public Relations Functions
• To interpret the client to the public, which
means promoting the client
• To interpret the public to the client, which
means operating the company in such a way
as to gain the approval of the public
• To act as a public service
• To promote new ideas and progress
• To build a public conscience
Crystallizing Public Opinion – 1923
23
Ivy Ledbetter Lee’s
Public Relations Principles
1. Tell the truth
2. Provide accurate facts
3. Give the public relations director
access to top management so that
he/she can influence decisions
24
12
13. PR Counselors must possess…
• Loyalty
• Judgment
• Trust
• Ethics
• Integrity
25
Managing Public Opinion
Public relations practitioners…
– Assess public opinion
– Influence public opinion
It is our responsibility to MANAGE
public opinion!
26
13
14. ABCs of Strategic Communication
• Anticipate
• Be Prepared
• Communicate Clearly, Concisely,
Consistently, Calculatingly,
Completely (Specifically and Simply)
Open, Honest, Thorough, Valid
27
Another “A” = Accountability
More on this particular
“A”
in a moment.
28
14
15. CBAs of Strategic Communication
• Conceive
• Believe
• Achieve
29
CBAs of Strategic Communication
• Conceive = Head
• Believe = Heart
• Achieve = Hands
30
15
16. Another “A” = Accountability
• Controlled autonomy
• Answerable
• Responsible
• Being a source or cause
• Able to be trusted or depended upon
• Reliable
31
What is Accountability?
???
32
16
17. Another “A” = Accountability
• Answerable
• Responsible
• Being a source or cause
• Able to be trusted or depended upon
• Reliable
33
Accountability – defined
A key component to practicing effective
and reliable public relations.
34
17
18. PR Practitioners/Counselors
Accountability is…
thinking strategically
• Deliberately
• Systematically
• Methodically
• Logistically
• Calculatingly (Measured Tones)
35
Accountability’s – Bottom Line
• Senior managers want marketing managers to
prove that their marketing is effective based on:
– Sales increases
– Percentage share of the market the brand holds
– Return on Investment (ROI)
• Agencies are creating departments to help
marketers evaluate the efficiency and
effectiveness of their marketing communication
budgets.
36
18
19. How is accountability measured?
???
37
Through…
• Achievement (yet, another “A”)
• Communication
38
19
20. You are the Brand
• Brand
• Brand Equity
• Brand Extension
• Brand Expansion
• Brand Familiarity
• Brand Favorability
• Brand Identity
• Brand Image
• Brand Insistence
• Brand Loyalty
• Brand Power (Brand Champions)
39
Delivering the promise
That’s accountability,
too!!!
40
20
21. Are you a brand champion?
• Brand champions deliver what they
promise – and more. Delivering helps to
achieve…accountability.
• Accountability leads to synergy.
41
Double Bottom Line
• First Bottom Line
– Build Relationships
• Second Bottom Line
– Profit – or, accomplish your Goal
42
21
22. Triple Bottom Line
• Pat Jackson’s DBL – plus:
• Third Bottom Line
– Revenue>Controlled Costs=Profit
43
Fraser Seitel’s “Real” Bottom Line of PR
• “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.”
44
22
24. Public Relations is Synergy
47
PR-Pie
• Purpose
• Research
• Planning
• Implementation
• Evaluation
48
24
25. Two-Way Communication Model
Sender>>>Message>>>Receiver
^ V
^ Noise V
^ Noise V
^ Noise V
^ V
^ <<<<<<<<Feedback<<<<<<< V
49
Communication
• …is shared comprehension (two way)
• Four Essential Elements/Communication Model
– Initiator (Sender/Encoder)
– Carrier (Message)
– Receiver (Decoder)
– Feedback (Is clarity being achieved?)
[If the message is not being received as intended,
it is your fault. Leaders whose messages are not
changing behavior are not true leaders.]
50
25
26. Principles of
Authentic Communication*
• Truth • Timeliness
• Fundamentality • Consistency
• Comprehensiveness • Accessibility
• Relevance • Responsiveness to
• Clarity feedback
• Care
51
Principles of
Authentic Communication*
• Truth – being accurate and factually
correct.
• Fundamentality – dealing with the core
or essential issues and information.
• Comprehensiveness – telling the
whole story, including the meanings and
implications of the issue in question.
52
26
27. Principles of
Authentic Communication*
• Relevance – taking into account and making
connections with the interests of the parties
involved.
• Clarity – using language that is appropriate
and understandable for those involved,
explaining technical terms, organizing and
illustrating the information logically and
understandably [clear, concise, complete,
consistent, specific, simplistic.]
53
Principles of
Authentic Communication*
• Timeliness – providing information when it is
known, leaving sufficient time for response
prior to decisions or actions.
• Consistency – not opposing or contradicting
your own or your organization’s other words
or actions.
• Accessibility – making information, relevant
sources and opportunities for discussion
easily available to all parties; assuring
physical accessibility to meetings.
54
27
28. Principles of
Authentic Communication*
• Responsiveness to feedback – engaging in
two-way communication, seeking others’
views and concerns and allowing those
concerns to influence the organization’s
actions.
• Care – showing respect, concern and
compassion for the circumstances, attitudes,
beliefs and feelings of other parties.
* Bojinka Bishop, Ohio University
55
Principles of
Authentic Communication*
• Truth • Timeliness
• Fundamentality • Consistency
• Comprehensiveness • Accessibility
• Relevance • Responsiveness to
• Clarity feedback
• Care
56
28
29. PR Plan/Roadmap
• Goal
• Objectives
• Strategies
• Tactics
• Tools
57
Superior tactics cannot
overcome a bad
(business) strategy.
58
29
30. No Planning = No Plan =
No Hope
59
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.]
60
30
31. Synergy’s Parts
• Advertising • Product itself*
• (Sales) Promotion* • Packaging*
• Public Relations* • Policy*
• Direct Marketing • Politics*
• Cause Marketing • Mind Share
• Sponsorship (Partnering) (Brainstorming –
Marketing
Intellectual Property)
• Positioning (Place)*
• Brand Identity
• Personal Selling*
• Interactive
• Price*
* Litwin’s 9 P’s of Marketing
61
Public Relations is Synergy
62
31
32. Litwin’s 9 P’s of Marketing = Synergy
• Product • Public Relations
• Place (Positioning) • Personal selling
• Price • Policy
• Promotion (Sales) • Politics
• Packaging
63
7 C’s of Communication
• Credibility
• Context
• Content
• Clarity
• Continuity and Consistency
• Channels
• Capability
64
32
33. Content is crucial…
but the medium is part of the
message, too!
(Marshal McLuhan)
65
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.
66
33
34. Superior tactics cannot
overcome a flawed
(business) strategy.
67
MAC Triad Plus
M
+P+T
A C
M=Message A=Audience C=Channel
P=Purpose T=Timing
68
34
35. MAC Triad Plus cont.
• Informization
– Disseminating information (message) to
target audience through the proper channel
at the best possible time.
69
More On MAC Triad Plus
Some Key Communication Terms
• Propaganda
• Manipulation
• Stakeholders vs. Stockholders (To deliver
message, we must know the difference)
70
35
37. Audience Power Structure
Elite
Diffused
Amorphous
73
Target vs. Niche
Target Niche
• Audience you want • Narrowly defined
to reach audience
e.g. High school e.g. White, high school
students girls of divorced
parents
74
37
38. Active vs. Passive
Active Passive
• Already sold • Uninterested
• Seeking information • Use surrogates
(stand-ins)
75
Features and Benefits
Features Benefits
• Important • The quality of product
or service that
characteristics of a supplies satisfaction
product or service. or need fulfillment to
the consumer or
audience member.
Stress features to active
audiences.
Stress benefits to passive
audiences.
76
38
39. WII-FM
Features + Benefits = Value
Value = Worth
77
Bargain
When the value exceeds the cost.
Remember, you only get what you
pay for – but most times you don’t
even get that!
78
39
40. 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
79
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
80
40
41. 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
81
Three-Step vs. Two-Step Flow
Three-Step Flow Two-Step Flow
1. Credible endorser* 1. Mass-media
2. Key communicator message carrier
3. (Targeted) publics 2. (Targeted) publics
*Source credibility
82
41
42. Three-Step vs. Two-Step vs.
One-Step Flow
One-Step Flow – One-to-One
(Replaces massmedia and
nonpersonal communication
communication)
1. From organization directly to
(Targeted) publics
83
Third Party Endorser
• Endorsement
• Testimonial
[Know the difference]
84
42
43. Key Communicators
• Who Needs Key Communicators?
• Who Should be a Key Communicator?
• Starting a Program
• An “Authorized Grapevine”
(Consumption Pioneers – Connectors –
Leaders of People – WOMMP [Word of
Mouth Marketing Program])
85
Alternative Media
• Radio
• Television
• Internet (and Interactive – Web 2.0/Blogs/Wikis)
• iPod® (Podcasts, etc.)
• Vcasts®
• Cell Phone
• iPhone ®
• Digital Signage
• Aroma Marketing
• WOMM
• Silent Publicity
86
43
44. Alternative Media
• Cross Platform
– Print
– Digital Signage
– Wireless
– Broadband
– TV
• Convergence of Distribution
– Multiple Platforms
87
Getting a Seat at the Table
• Know how to communicate.
• Know what our employer does and the
industry he/she represents.
• Have an “attitude” – think strategically.
• Be a counselor.
• Loyalty, Judgment, Trust, Ethics, Integrity.
• Always be ethical – open, honest, thorough
and valid – the “corporate conscience.”
88
44
45. Communication:
A Tool of Leadership
89
Public Relations…Leadership
All leaders are
teachers…but not all
teachers are leaders!
90
45
46. Public Relations…Leadership
Managers – Do things right.
Leaders – Do the right things.
91
Leaders
• Convene
• Communicate
• Persuade (maybe even
convince)
92
46
47. Leader Defined
• Title • Tenacity
• Charisma (Connectivity) • Perseverance
• Competence/Expertise • Mental Toughness
• Communicator • Vision
• Courage • Responsibility
93
Leadership Defined
In the end, Leadership is
defined by:
Results
94
47
54. Leadership Framework
• Control • Campaign
– Preparation – Planning/
– Follow-up “Premeditated”
– Proactive – Strategy/Timing
• Consistency – Measurable
– Organization results
– Repetition
107
James Baker…
Leadership
“Knowing what to do and then doing it.”
108
54
55. President Carter…
“Leaders whose messages are not
changing (or reinforcing) behavior
are not true leaders. In fact, they
are ‘MISleaders’.”
109
Leaders
• Choose to lead by stepping out of the
darkness and taking others with you.
• Make decisions they have to make even
when they might have dangerous
consequences
110
55
56. In the Eye of the Storm:
Lessons in Leadership
A real life example of Leadership
From Les Hirsch – CEO
Touro Infirmary
New Orleans, Louisiana
111
Leadership
Requires Courage, Tenacity, Perseverance and Mental
Toughness
Must Make Difficult Decisions
Must be Inspirational and Create Hope, Optimism and
Enthusiasm for the Future
Never, Never, Never Give Up………
112
56
57. Friday:
September 2, 2005
“Retreat,…Hell…We’re Just Advancing in
Another Direction”
* Quote From a US Army General in Korean War after being asked about withdrawal
113
Know Your Destination…
and All Roads Will Lead To It…
Failure Is Not An Option
114
57
58. Know Your Destination…
Hit the ground running…and…be sure you
are going in the right direction!!!
But remember – It’s the journey, not the
destination.
115
It Always Takes A Great Team
Because…Failure Is Not An Option
116
58
65. Getting a Seat at the Table
• Know how to communicate.
• Know what our employer does and the
industry he/she represents.
• Have an “attitude” – think strategically.
• Be a counselor.
• Always be ethical – open, honest, thorough
and valid – the “corporate conscience” (CCO
= Corporate Conscience Officer or Chief
Communication Officer)
129
And above all…
Are you willing to tell the boss what
he/she needs to hear rather than
what he/she wants to hear?
That is how YOU will get a seat at
the table.
130
65
66. Six Cs of Writing Assessment*
• Clarity – Say what you mean, mean what you say
• Correct – Avoid errors to avoid confusion
• Connection – Engage your reader
• Compelling – Motivate an action
• Conviction – Live on branding
• Consistency – Stay on message…always
[Remember: When you make people work,
they stop reading!]
* Roger Shapiro – Write Right – Mitchell Rose Communication
131
Basic Principles of Effective Presentations
132
66
67. Basic Principles of Effective Presentations
1. Relate your identity to help create an
image
133
Basic Principles
1. Relate your identity to help create an
image
• Know the difference between identity
and image.
• Persuasion – the activity of creating,
reinforcing, modifying or extinguishing
beliefs, attitudes and/or behaviors.
• Logo not ego!
134
67
68. Basic Principles
1. Relate your identity to help create an
image
2. Analyze your credibility and
believability
• Credibility – is in the eye of the
beholder.
135
Basic Principles
1. Relate your identity to help create an
image
2. Analyze your credibility and
believability
3. Exercise control
136
68
69. Basic Principles
1. Relate your identity to help create an
image
2. Analyze your credibility and
believability
3. Exercise control
4. Maintain a positive attitude
137
Basic Principles of
Effective Presentations
1. Relate your identity to help create an
image
2. Analyze your credibility and
believability
3. Exercise control
4. Maintain a positive attitude
5. Demonstrate leadership listening
138
69
71. Audience Analysis/Worksheet
3. How well does your audience
understand the issues (or topics) you
wish to discuss?
141
Audience Analysis/Worksheet
4. What is your audience’s attitude
toward your agenda?
142
71
72. Audience Analysis/Worksheet
5. What does your audience need to
know or believe in before you can
change its behavior? (What’s in it for
them?)
143
Audience Analysis/Worksheet
6. To what type of arguments is your
audience likely to respond?
144
72
73. Audience Analysis/Worksheet
1. Identify your audience.
2. Analyze your audience demographically.
3. How well does your audience understand
the issues (or topics) you wish to discuss?
145
Audience Analysis/Worksheet
4. What is your audience’s attitude toward
your agenda?
5. What does your audience need to know or
believe in before you can change its
behavior? (What’s in it for them?)
6. To what type of arguments is your audience
likely to respond?
146
73
74. Key Communicators
• Who Needs Key Communicators?
• Who Should be a Key Communicator?
• Starting a Program
• An “Authorized Grapevine”
(Consumption Pioneers – Connectors –
Leaders of People – WOMMP [Word of
Mouth Marketing Program])
147
148
74
76. Division of University Advancement
Executive Vice President for
University Advancement
Alumni
Development Marketing Major Gifts
Relations
University
Publications
Relations
151
Division of Budget and Planning
Executive Director of
Budget and Planning
Institutional
Budget Marketing
Research
152
76