This document outlines the ROPES model for developing and implementing public communication campaigns. The model consists of 5 stages: Research (20%), Objectives (15%), Programming (30%), Evaluation (15%), and Stewardship (20%). Each stage is described in detail, from conducting research on the organization, opportunity, and publics in stage 1, to setting specific and measurable awareness, acceptance, and action objectives in stage 2. Stage 3 involves creating a detailed programming plan including tactics, schedules, and budgets. Stage 4 focuses on evaluating the campaign throughout its implementation. The final stage of Stewardship emphasizes maintaining relationships through reciprocity, responsibility, reporting, and relationship nurturing.
Based on the flowcharts, how would you respond as the organization in each situation?
For Subway: This would likely be classified as an accidental crisis with low damage and no victims. An appropriate response would be clarification - acknowledge the size issue and commit to addressing it.
For Children's Hospital: This involves victims (the family) and likely high damage due to the serious medical outcome. An appropriate initial response would be mortification - express regret/apology for the outcome and commit to investigating how it occurred to prevent future occurrences.
Social media marketing uses social media sites to positively influence consumers toward an organization. While social media offers opportunities, some myths exist, including that it is just a fad, for young people only, or provides no return. Effective social media marketing requires understanding target audiences, goals, platforms, content strategy, and metrics. Measuring includes quantitative metrics like engagement and qualitative measures of sentiment. Tools can track key performance indicators to evaluate success.
The document discusses various methods for evaluating public communications efforts, including measuring against objectives, media exposure, audience awareness and understanding, attitude and behavior changes, and supplemental activities. Evaluation ensures accountability and helps enhance future performance. It should be built into the planning process from the start. Key methods include analyzing media coverage, surveys, pre-testing messages, and audits of communications activities.
This document discusses various strategies for effective media relations. It explains that media relations can help build visibility for an organization relatively cheaply and help establish trust. It provides guidelines for proactive and interactive media outreach, including developing relationships with reporters, pitching exclusive story ideas, and tailoring messages for different media outlets. The document also reviews best practices for media materials like news releases, fact sheets, video and audio releases, and media kits. The goal is to help organizations effectively promote their messages and brands through the media.
Creating An Effective Media Relations Plankbhuston
A special workshop presentation given at the 2009 National Conference on Service & Volunteering on Wednesday, June 24, 2009. Presenters include Eric Borsum, Marta Bortner, Kelly Huston, Jessica Payne, Alexia Allina.
This document discusses strategies for effective communication and engagement in small groups. It begins by explaining that public communication campaigns are often done in small groups, so understanding how to boost engagement in these settings is important. It then discusses characteristics of effective small group members and leadership styles. The document outlines principles of active listening and strategies for establishing culture and decision-making in small groups. Overall, it provides guidance on understanding group dynamics, roles, and functions to improve performance in public communication campaigns.
This document discusses how to properly utilize new media such as social networks for public relations efforts. It notes that most journalists now use blogs, Twitter, Facebook, and other social media for their work. While not all journalists rely solely on social media, PR professionals can help journalists by providing interviews, access to sources/experts, and background information. The document then provides tips for proper social media pitching to journalists, including researching the journalist, connecting with them on social networks before pitching, listening to their needs, and creating a multi-dimensional media plan rather than relying solely on social media. It discusses best practices for Twitter and email pitches and introduces tools like HootSuite, Pitch Engine, and #journchat that can help
Here are some suggestions for Mission Hills Golf Club's media strategy:
Resources:
- Develop a comprehensive media database with contacts at top golf/travel publications, TV stations, etc.
- Train dedicated spokespeople and keep them available for interviews
- Create a digital asset library with high-res photos from all areas of the resort
Policies:
- Respond to media inquiries within 24 hours
- Proactively pitch story ideas to media weekly
- Designate a media relations manager as main point of contact
Media Plan:
- Send personalized pitches to top 100 outlets highlighting a new aspect of the resort monthly
- Host familiarization trips for journalists to experience Mission Hills first-hand
- Secure
Based on the flowcharts, how would you respond as the organization in each situation?
For Subway: This would likely be classified as an accidental crisis with low damage and no victims. An appropriate response would be clarification - acknowledge the size issue and commit to addressing it.
For Children's Hospital: This involves victims (the family) and likely high damage due to the serious medical outcome. An appropriate initial response would be mortification - express regret/apology for the outcome and commit to investigating how it occurred to prevent future occurrences.
Social media marketing uses social media sites to positively influence consumers toward an organization. While social media offers opportunities, some myths exist, including that it is just a fad, for young people only, or provides no return. Effective social media marketing requires understanding target audiences, goals, platforms, content strategy, and metrics. Measuring includes quantitative metrics like engagement and qualitative measures of sentiment. Tools can track key performance indicators to evaluate success.
The document discusses various methods for evaluating public communications efforts, including measuring against objectives, media exposure, audience awareness and understanding, attitude and behavior changes, and supplemental activities. Evaluation ensures accountability and helps enhance future performance. It should be built into the planning process from the start. Key methods include analyzing media coverage, surveys, pre-testing messages, and audits of communications activities.
This document discusses various strategies for effective media relations. It explains that media relations can help build visibility for an organization relatively cheaply and help establish trust. It provides guidelines for proactive and interactive media outreach, including developing relationships with reporters, pitching exclusive story ideas, and tailoring messages for different media outlets. The document also reviews best practices for media materials like news releases, fact sheets, video and audio releases, and media kits. The goal is to help organizations effectively promote their messages and brands through the media.
Creating An Effective Media Relations Plankbhuston
A special workshop presentation given at the 2009 National Conference on Service & Volunteering on Wednesday, June 24, 2009. Presenters include Eric Borsum, Marta Bortner, Kelly Huston, Jessica Payne, Alexia Allina.
This document discusses strategies for effective communication and engagement in small groups. It begins by explaining that public communication campaigns are often done in small groups, so understanding how to boost engagement in these settings is important. It then discusses characteristics of effective small group members and leadership styles. The document outlines principles of active listening and strategies for establishing culture and decision-making in small groups. Overall, it provides guidance on understanding group dynamics, roles, and functions to improve performance in public communication campaigns.
This document discusses how to properly utilize new media such as social networks for public relations efforts. It notes that most journalists now use blogs, Twitter, Facebook, and other social media for their work. While not all journalists rely solely on social media, PR professionals can help journalists by providing interviews, access to sources/experts, and background information. The document then provides tips for proper social media pitching to journalists, including researching the journalist, connecting with them on social networks before pitching, listening to their needs, and creating a multi-dimensional media plan rather than relying solely on social media. It discusses best practices for Twitter and email pitches and introduces tools like HootSuite, Pitch Engine, and #journchat that can help
Here are some suggestions for Mission Hills Golf Club's media strategy:
Resources:
- Develop a comprehensive media database with contacts at top golf/travel publications, TV stations, etc.
- Train dedicated spokespeople and keep them available for interviews
- Create a digital asset library with high-res photos from all areas of the resort
Policies:
- Respond to media inquiries within 24 hours
- Proactively pitch story ideas to media weekly
- Designate a media relations manager as main point of contact
Media Plan:
- Send personalized pitches to top 100 outlets highlighting a new aspect of the resort monthly
- Host familiarization trips for journalists to experience Mission Hills first-hand
- Secure
This document discusses media relations and public relations (PR) planning. It begins by defining media relations as involving strategic use of media to disseminate an organization's message to external audiences. It then discusses whether media relations is an art or science, and argues it is both. The document provides tips for choosing an effective media team and setting an agenda. It also discusses segmenting media and tools for media relations. For PR planning, it outlines developing a brief, brainstorming, proposal packaging, budgeting, timelines, team building, and evaluation. The conclusion emphasizes the importance of thorough forward planning and management for PR success.
These slides present and explain the three fundamental stages of communication strategy – vision, audit, and snapshot – along with the steps needed to achieve them.
Step-by-Step Guides to Strategic Media Relations by Hoem SeihaHoem Seiha
The primary goal of Media Relations is to garner positive publicity for an organization’s mission, policies, and practices.
Media relations refers to the connection between an organization and journalists.
Public relations extends beyond the media to the general public.
The role of media has become one way of trading and marketing of products and prejudices. The media claimed to be governed by righteousness and equity, but greed and self-aggrandizement has poisoned its virtues. Media is in charge of major roles in providing :
information
education and advocacy
entertainment
advertising
correlation of parts of society
CharityComms: What does a good communications strategy look like?Ben Matthews
The document provides guidance on developing an effective communications strategy by answering six key questions: 1) What resources do you have? 2) What are your goals? 3) Who is your target audience? 4) What is your message frame? 5) What is your core message? 6) What tactics will you use? It stresses starting by assessing available resources, setting goals and understanding the audience before crafting the frame, message and selecting appropriate tactics like events or social media. Regular evaluation of strategies is also recommended to improve future efforts.
Making the case for comms strategy. South West Regional Group: Demonstrating ...CharityComms
The document outlines the need to develop a communications strategy to secure investment from senior decision makers. It identifies key barriers like a lack of vision, knowledge of comms, and budget constraints. The strategy would use insights from a survey to address these barriers with messages about how comms can help achieve goals, deliver ROI, and be measurable. It would employ content types like case studies and data through channels like emails and sessions to overcome objections and ultimately gain more investment in a strategic comms approach.
The document outlines the key components of an effective media planning process, including situation analysis, goals, objectives, target media, key messages, strategies, tactics, budget, and measurement. It explains that media planning is crucial for PR practitioners to achieve organizational goals and should be done before implementing media relations activities. The plan provides a basis for media relations campaigns and guides the practitioner in analyzing the situation, defining the goal and objectives, identifying the target audience and key messages, and developing strategies, tactics, and a budget to achieve the desired objectives. Measurement of the plan is also important to evaluate effectiveness and make revisions for future media relations efforts.
How to write a marketing and
communications strategy
Bringing together all you’ve learned and all elements of the marketing mix to make a positive impact on
your target audience, here’s a simple accessible guide to creating future campaigns and a communications
strategy.
This document discusses the use of new media and social media in public relations. It defines public relations and outlines its traditional tasks and phases. It then explains how PR has adapted to utilize new media tools like social networking sites, blogs, and videos. Social media provides opportunities for two-way communication, feedback, and engagement but also poses problems like lack of control and potential for misunderstandings. The document provides examples of social media related PR disasters and advises monitoring online reputation and having guidelines to avoid such issues.
Public relations are the planned and sustained effort to establish and maintain beneficial relationships between an organization and its publics. It involves fact-finding, planning, communication, and research and evaluation. PR professionals use both external media like newspapers, radio, television and internal media like house journals, bulletins boards and printed literature to communicate with stakeholders. They also employ tools like press conferences, press releases, press tours, exhibitions, photographs and advertising. Community relations, government relations and word-of-mouth are also important aspects of public relations.
This document outlines a communications plan template for MIT Libraries projects. The template includes sections for intended audiences, main and secondary messages, time frame, relevant research, objectives, associated activities, required resources, responsibilities, internal communications, and evaluation metrics. The plan provides a framework to develop targeted communications that convey key messages to relevant stakeholders and measure the impact.
This document provides an overview of key concepts in public relations theory, including the basic elements of communication, persuasion vs manipulation, how PR works to attract and direct an audience, and theories about how media and communication influence audiences. It discusses factors like the source and message credibility, the role of opinion leaders, agenda setting and framing, and models for diffusing new ideas and motivating audiences through increasing awareness, ability, and opportunity. The document aims to educate PR professionals on applying communication theory concepts.
What Do Journalists Want: New Rules of Media Relations in the Digital EraCommPRO.biz
- A survey of over 2,400 journalists found that most now see social media as an acceptable channel for communication with PR professionals and a way to field story pitches. However, journalists still prefer email for receiving pitches and press releases.
- Panelists advised that PR professionals should personalize all communication with journalists, focus on addressing reader pain points in pitches, and use social media to familiarize themselves with a journalist's work before contacting them directly with story ideas. Journalists also want the essential details like the 5Ws included in press releases.
The document discusses media relations and the relationship between journalists and public relations practitioners. It provides definitions of media relations and explains the importance of media relations in disseminating information to target audiences. The document then compares journalists and PR practitioners, noting they have different goals and use different channels and components in their work. It also discusses the mutual dependence between journalists and PR practitioners and tips for building positive relationships. The remainder of the document outlines various media types used in public relations like newspapers, magazines, radio, television, online news services, and social media. It also discusses strategies for preparing for and working with the media, including researching media outlets and planning publicity.
The Media represents a critical constituency for business. It must therefore be courted strategically in order to help attain organisational objectives.
The document provides a communications workbook to help organizations lay out a communications plan from start to finish. It outlines 9 key sections to consider: 1) establishing a clear goal, 2) researching the internal and external landscapes, 3) identifying decision makers, 4) determining influencing audiences, 5) understanding audience values, 6) developing an effective message, 7) choosing appropriate messengers, 8) targeting communications, and 9) selecting tactics to implement the plan. Filling out the workbook with a team allows an organization to strategically develop and execute a communications strategy to achieve its goals.
Journalists and public relations practitioners relationshipEdyta Kosnik
The relationship between journalists and PR practitioners is complex and mutually dependent. Journalists rely on PR practitioners for information but are also wary of manipulation, while PR practitioners see journalists as a way to reach wider audiences. For media coverage, PR practitioners must understand journalistic standards and facilitate journalists' work by providing background information and prioritizing newsworthy stories, while also representing their own organizations' interests. Through ongoing cooperation and maintaining personal relationships with shared understanding, PR practitioners and journalists can navigate their interdependence successfully.
The document discusses various techniques for public relations departments to engage with the press, including press visits, press coverage, feature stories, press releases, and communicating with media. Press visits involve journalists visiting an organization to write stories. Press coverage is used to generate news by announcing important developments. Feature stories provide evergreen content for publications. Press releases follow standardized formats to disseminate news to reporters. Public relations departments must develop relationships with media through personal contacts, press conferences, news distribution, and previews.
Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedischguestac13bb
Dow Jones Expert Series for Public Relations & Corporate Communications Hong Kong, 28 January 2010
Monitor, Analyze, Discover, Engage
Listen more strategically to the news and buzz affecting your organization and your brand by having a 360 degree view of events and conversations wherever they are happening – in print, web or social media from local to regional to global.
Gain a better understanding of how your campaigns are performing and how you can adjust for greater success
Discover opportunities and risks
Engage your stakeholders on message, in conversations and with understanding Real time is the new prime time
This document outlines the key steps in the public relations process:
1) Research to understand the client, issues, and key audiences. This involves both secondary and primary research.
2) Planning by setting goals and objectives, identifying target audiences, and developing messaging themes and strategies.
3) Communication to explain the chosen course of action to those affected and whose support is needed. This involves tactics, timelines, and budgets.
4) Evaluation to determine if objectives were achieved and identify lessons learned to improve future efforts. Evaluation leads back to research to begin the process again.
Communication project management approach for non govermentals by wycMarek Koziol
Publication about past project of Wrocław Youth Club Association - New communication and new technology pathways for NGO project organized with 14 different Non-Governmental Organizations from all over Europe!
This document discusses media relations and public relations (PR) planning. It begins by defining media relations as involving strategic use of media to disseminate an organization's message to external audiences. It then discusses whether media relations is an art or science, and argues it is both. The document provides tips for choosing an effective media team and setting an agenda. It also discusses segmenting media and tools for media relations. For PR planning, it outlines developing a brief, brainstorming, proposal packaging, budgeting, timelines, team building, and evaluation. The conclusion emphasizes the importance of thorough forward planning and management for PR success.
These slides present and explain the three fundamental stages of communication strategy – vision, audit, and snapshot – along with the steps needed to achieve them.
Step-by-Step Guides to Strategic Media Relations by Hoem SeihaHoem Seiha
The primary goal of Media Relations is to garner positive publicity for an organization’s mission, policies, and practices.
Media relations refers to the connection between an organization and journalists.
Public relations extends beyond the media to the general public.
The role of media has become one way of trading and marketing of products and prejudices. The media claimed to be governed by righteousness and equity, but greed and self-aggrandizement has poisoned its virtues. Media is in charge of major roles in providing :
information
education and advocacy
entertainment
advertising
correlation of parts of society
CharityComms: What does a good communications strategy look like?Ben Matthews
The document provides guidance on developing an effective communications strategy by answering six key questions: 1) What resources do you have? 2) What are your goals? 3) Who is your target audience? 4) What is your message frame? 5) What is your core message? 6) What tactics will you use? It stresses starting by assessing available resources, setting goals and understanding the audience before crafting the frame, message and selecting appropriate tactics like events or social media. Regular evaluation of strategies is also recommended to improve future efforts.
Making the case for comms strategy. South West Regional Group: Demonstrating ...CharityComms
The document outlines the need to develop a communications strategy to secure investment from senior decision makers. It identifies key barriers like a lack of vision, knowledge of comms, and budget constraints. The strategy would use insights from a survey to address these barriers with messages about how comms can help achieve goals, deliver ROI, and be measurable. It would employ content types like case studies and data through channels like emails and sessions to overcome objections and ultimately gain more investment in a strategic comms approach.
The document outlines the key components of an effective media planning process, including situation analysis, goals, objectives, target media, key messages, strategies, tactics, budget, and measurement. It explains that media planning is crucial for PR practitioners to achieve organizational goals and should be done before implementing media relations activities. The plan provides a basis for media relations campaigns and guides the practitioner in analyzing the situation, defining the goal and objectives, identifying the target audience and key messages, and developing strategies, tactics, and a budget to achieve the desired objectives. Measurement of the plan is also important to evaluate effectiveness and make revisions for future media relations efforts.
How to write a marketing and
communications strategy
Bringing together all you’ve learned and all elements of the marketing mix to make a positive impact on
your target audience, here’s a simple accessible guide to creating future campaigns and a communications
strategy.
This document discusses the use of new media and social media in public relations. It defines public relations and outlines its traditional tasks and phases. It then explains how PR has adapted to utilize new media tools like social networking sites, blogs, and videos. Social media provides opportunities for two-way communication, feedback, and engagement but also poses problems like lack of control and potential for misunderstandings. The document provides examples of social media related PR disasters and advises monitoring online reputation and having guidelines to avoid such issues.
Public relations are the planned and sustained effort to establish and maintain beneficial relationships between an organization and its publics. It involves fact-finding, planning, communication, and research and evaluation. PR professionals use both external media like newspapers, radio, television and internal media like house journals, bulletins boards and printed literature to communicate with stakeholders. They also employ tools like press conferences, press releases, press tours, exhibitions, photographs and advertising. Community relations, government relations and word-of-mouth are also important aspects of public relations.
This document outlines a communications plan template for MIT Libraries projects. The template includes sections for intended audiences, main and secondary messages, time frame, relevant research, objectives, associated activities, required resources, responsibilities, internal communications, and evaluation metrics. The plan provides a framework to develop targeted communications that convey key messages to relevant stakeholders and measure the impact.
This document provides an overview of key concepts in public relations theory, including the basic elements of communication, persuasion vs manipulation, how PR works to attract and direct an audience, and theories about how media and communication influence audiences. It discusses factors like the source and message credibility, the role of opinion leaders, agenda setting and framing, and models for diffusing new ideas and motivating audiences through increasing awareness, ability, and opportunity. The document aims to educate PR professionals on applying communication theory concepts.
What Do Journalists Want: New Rules of Media Relations in the Digital EraCommPRO.biz
- A survey of over 2,400 journalists found that most now see social media as an acceptable channel for communication with PR professionals and a way to field story pitches. However, journalists still prefer email for receiving pitches and press releases.
- Panelists advised that PR professionals should personalize all communication with journalists, focus on addressing reader pain points in pitches, and use social media to familiarize themselves with a journalist's work before contacting them directly with story ideas. Journalists also want the essential details like the 5Ws included in press releases.
The document discusses media relations and the relationship between journalists and public relations practitioners. It provides definitions of media relations and explains the importance of media relations in disseminating information to target audiences. The document then compares journalists and PR practitioners, noting they have different goals and use different channels and components in their work. It also discusses the mutual dependence between journalists and PR practitioners and tips for building positive relationships. The remainder of the document outlines various media types used in public relations like newspapers, magazines, radio, television, online news services, and social media. It also discusses strategies for preparing for and working with the media, including researching media outlets and planning publicity.
The Media represents a critical constituency for business. It must therefore be courted strategically in order to help attain organisational objectives.
The document provides a communications workbook to help organizations lay out a communications plan from start to finish. It outlines 9 key sections to consider: 1) establishing a clear goal, 2) researching the internal and external landscapes, 3) identifying decision makers, 4) determining influencing audiences, 5) understanding audience values, 6) developing an effective message, 7) choosing appropriate messengers, 8) targeting communications, and 9) selecting tactics to implement the plan. Filling out the workbook with a team allows an organization to strategically develop and execute a communications strategy to achieve its goals.
Journalists and public relations practitioners relationshipEdyta Kosnik
The relationship between journalists and PR practitioners is complex and mutually dependent. Journalists rely on PR practitioners for information but are also wary of manipulation, while PR practitioners see journalists as a way to reach wider audiences. For media coverage, PR practitioners must understand journalistic standards and facilitate journalists' work by providing background information and prioritizing newsworthy stories, while also representing their own organizations' interests. Through ongoing cooperation and maintaining personal relationships with shared understanding, PR practitioners and journalists can navigate their interdependence successfully.
The document discusses various techniques for public relations departments to engage with the press, including press visits, press coverage, feature stories, press releases, and communicating with media. Press visits involve journalists visiting an organization to write stories. Press coverage is used to generate news by announcing important developments. Feature stories provide evergreen content for publications. Press releases follow standardized formats to disseminate news to reporters. Public relations departments must develop relationships with media through personal contacts, press conferences, news distribution, and previews.
Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedischguestac13bb
Dow Jones Expert Series for Public Relations & Corporate Communications Hong Kong, 28 January 2010
Monitor, Analyze, Discover, Engage
Listen more strategically to the news and buzz affecting your organization and your brand by having a 360 degree view of events and conversations wherever they are happening – in print, web or social media from local to regional to global.
Gain a better understanding of how your campaigns are performing and how you can adjust for greater success
Discover opportunities and risks
Engage your stakeholders on message, in conversations and with understanding Real time is the new prime time
This document outlines the key steps in the public relations process:
1) Research to understand the client, issues, and key audiences. This involves both secondary and primary research.
2) Planning by setting goals and objectives, identifying target audiences, and developing messaging themes and strategies.
3) Communication to explain the chosen course of action to those affected and whose support is needed. This involves tactics, timelines, and budgets.
4) Evaluation to determine if objectives were achieved and identify lessons learned to improve future efforts. Evaluation leads back to research to begin the process again.
Communication project management approach for non govermentals by wycMarek Koziol
Publication about past project of Wrocław Youth Club Association - New communication and new technology pathways for NGO project organized with 14 different Non-Governmental Organizations from all over Europe!
The document provides guidance on developing a digital advocacy communications plan with strategies for communications, online presence, and social media. It recommends establishing: 1) a communications strategy with research, objectives, audiences and messages, 2) an online strategy focused on a website and blogging, and 3) a social media strategy using platforms like Facebook, Twitter, and YouTube to engage supporters and drive action. The goal is for partners to independently create and implement sustainable digital advocacy plans.
The document discusses media mix, public relations, and newsletters. It defines media mix as the combination of various media modes used for advertising and promotion. It notes the key roles of media mix in business include planning strategy, managing costs, and reaching target markets. Public relations is defined as the art of analyzing trends, counseling organizations, and implementing planned programs to serve both organizational and public interests. Newsletters are described as regular publications distributed to defined groups to inform, announce events, and promote products/services. Effective newsletter creation follows rules like knowing the audience and writing for them.
This document outlines community-based disaster risk reduction activities and an advocacy plan in Nairobi, Kenya.
The proposed DRR activities include (1) raising public awareness, (2) building volunteer capacity, (3) diversifying livelihoods, (4) using traditional knowledge, (5) including disaster education, (6) establishing early warning systems, (7) improving land use planning, (8) developing building codes, (9) obtaining political commitment, and (10) encouraging self-reliance through activities like kitchen gardens.
The 8-step advocacy plan involves (1) assessing vulnerabilities and capacities, (2) researching issues, (3) identifying stakeholders, (4) setting goals and
This document provides guidance on creating a social media strategy map for a nonprofit organization. It discusses establishing objectives, identifying target audiences, integrating social media with communications plans, addressing culture change, building staff capacity, selecting appropriate tools and tactics, and measuring performance. The strategy map is presented as a framework to help nonprofits systematically plan their social media presence across various channels to achieve their goals.
- The document summarizes an orientation call for a peer exchange group focusing on using social media effectively with a one channel focus.
- It discusses the group composition, their communication objectives, audiences, implementation challenges, and measurement practices. Common challenges included finding time for measurement and articulating measurable goals.
- The program overview indicates the calls will focus on best practices for using Facebook nonprofit pages, with topics like creating an organizational Facebook culture and having a measurement strategy from the start.
In this interconnected, increasingly transparent and dynamic context, customers demand that organisations understand how to build internally- driven authentic and ethical corporate brands. And these brands must embrace influence from stakeholders and co-creation. Students will learn how to lead the building process for a strong and enduring corporate brand that gives focus to the entire organisation, and aligns its diverse stakeholders towards sustained value creation.
This document summarizes a presentation on becoming a networked nonprofit organization through the effective use of social media. The presentation covers three main themes: strategy, social culture, and doing the work. It emphasizes developing an integrated social media strategy as part of an overall communications strategy. It also stresses the importance of culture change, defining clear roles and responsibilities, and learning from mistakes. The goal is to provide nonprofits with practical guidance on how to effectively build and engage online communities through social platforms.
The document outlines the key steps in the public relations process:
1. Research is conducted to define problems and understand audiences. Various research methods are described.
2. Planning and programming involves setting objectives, budgets, schedules and strategies based on research findings.
3. Actions are taken and communication is implemented to achieve program goals using appropriate tactics.
4. Evaluation assesses program preparation, implementation and results to determine effectiveness and make adjustments.
This document discusses the public relations process and its key components. It outlines 7 phases of the public relations process: 1) identifying the message, 2) ascertaining existing public awareness, 3) developing communication objectives, 4) creating the message and choosing media, 5) implementing the message, 6) assessing impact, and 7) redesigning the message if needed. It also discusses establishing public relations objectives, strategies, target audiences, and evaluating outcomes. The overall public relations process aims to effectively plan and execute communication initiatives to influence public opinion.
The document describes Grow Marion, a nonprofit organization seeking to legalize alcohol sales in restaurants seating at least 50 people in Marion, KY. The purpose is to educate people about alcohol policy through a pragmatic campaign. Volunteering opportunities are available to gain experience in political and social organizing. The program being developed uses Nationbuilder, Canvasser, and Facebook seamlessly to organize the campaign and drive traffic to digital materials. It addresses issues like driving online traffic, uses paid Facebook ads, and imports voter data to identify supporters.
The Use of Social Media in Local AuthoritiesMark O'Toole
A presentation on the applications of Social Media (Web 2.0) tools in
Local Authorities.
Knowledge Management, Collaboration, Communications, openness and transparency
Program management involves managing related projects to achieve strategic goals, while project management techniques are used to manage scope, quality, time, cost, risk, and other elements through a project's lifecycle. Effective communication is critical, as 56% of $135 million in risk for every $1 billion spent on projects is due to ineffective communication. Developing communication strategies, managing information flow, and creating awareness are important for maintaining stakeholder expectations and ensuring project success and productivity through team collaboration.
This document discusses different methods for evaluating public relations programs and measuring their effectiveness. It describes evaluating objectives, production outputs, media exposure and impressions, audience awareness, attitudes and actions. Methods include compiling press clippings, surveys, baseline studies, tracking specific metrics like website hits or event attendance. Evaluation should happen throughout the planning and implementation process by establishing clear objectives and metrics upfront. Measuring outcomes against objectives allows practitioners to assess success and opportunities for improvement.
Mastering Social Media Workshop 2: Social Media Strategy DevelopmentHamill Associates Ltd
This document summarizes a workshop on developing a social media strategy. It outlines key questions to address, such as objectives, targets, customer segmentation, and initiatives. Developing a strategy requires analyzing internal and external factors. A balanced scorecard approach can align initiatives with objectives. The workshop also discusses measuring performance, organizational readiness, policies, and resources needed for implementation. Examples are provided to demonstrate how to create a vision, objectives, customer mapping, and action plans.
This document discusses PMI India's transformation into a top social media brand through their digital engagement strategy. It outlines how PMI India increased their social media following and engagement between January and February 2016. It also discusses how millennials are heavily influenced by social media and the return on investment of PMI India's social media efforts. The document provides recommendations for chapters on developing a social media presence and capabilities. It emphasizes that leaders need to engage on social media to connect with customers, partners, and younger generations.
This document summarizes an orientation call for a peer exchange group focused on measuring social media effectiveness for nonprofits. Key points include:
- The group includes a range of nonprofits with different communication objectives such as educating, mobilizing, or fundraising.
- Most nonprofits have some social media strategy but implementation challenges include lack of dedicated staff time and skills.
- Participants measure social media in various basic ways but want to improve tools, data analysis, and linking metrics to decisions.
- The program aims to help nonprofits pilot better measurement and develop case studies to document social media value.
Cleades Robinson, a respected leader in Philadelphia's police force, is known for his diplomatic and tactful approach, fostering a strong community rapport.
Methanex is the world's largest producer and supplier of methanol. We create value through our leadership in the global production, marketing and delivery of methanol to customers. View our latest Investor Presentation for more details.
UnityNet World Environment Day Abraham Project 2024 Press ReleaseLHelferty
June 12, 2024 UnityNet International (#UNI) World Environment Day Abraham Project 2024 Press Release from Markham / Mississauga, Ontario in the, Greater Tkaronto Bioregion, Canada in the North American Great Lakes Watersheds of North America (Turtle Island).
ZKsync airdrop of 3.6 billion ZK tokens is scheduled by ZKsync for next week.pdfSOFTTECHHUB
The world of blockchain and decentralized technologies is about to witness a groundbreaking event. ZKsync, the pioneering Ethereum Layer 2 network, has announced the highly anticipated airdrop of its native token, ZK. This move marks a significant milestone in the protocol's journey, empowering the community to take the reins and shape the future of this revolutionary ecosystem.
World economy charts case study presented by a Big 4
World economy charts case study presented by a Big 4
World economy charts case
World economy charts case study presented by a Big 4
World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4
World economy charts case study presented by a Big 4
World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4World economy charts case study presented by a Big 4study presented by a Big 4
Osisko Gold Royalties Ltd - Corporate Presentation, June 12, 2024
Pa685 m4 ppt_alternate
1. PA 685: Strategic Management of
Public Communications
Module 4:
The ROPES Process and Campaign
Development Strategy
2. Increasing Engagement
Much of the work done in public communications is
designed to increase an organization’s engagement with
its targeted stakeholders.
One needs to first understand the difficulty in engaging
smaller audiences.
Fortunately, most public communication campaigns are
done by small groups and teams rather than by
individuals.
Learning how to boost engagement in these small group
settings with communication and active listening can
ultimately boost our performance in public
communication campaigns.
3. Domino Model of Communication
This is not how public communication campaigns work.
We cannot guarantee that our work—even eventually—
will change behaviors.
5. The ROPES Model of Public Communication
Research (20%)
Organization
Opportunity
Publics
The ROPES Process outlines
the five stages of campaign
development and
implementation.
The percentages are average
amounts of time spent on
each stage during a
campaign.
Objectives (15%)
Awareness, Acceptance, Action
Programming (30%)
Planning, Implementation
Evaluation (15%)
Preparation, Process, and Program
Stewardship (20%)
Reciprocity, Responsibility
Reporting, Relationship
Nurturing
6. on
ty
and
Stage 1: Research
First and Most Important Step
Research
Research
on the Organizati
on the Opportuni
- Problem or issue.
Research on the Public
- Related to the organization
opportunity.
7. So, why exactly do public
communication practitioners
need to do research?
10. Stage 1: Research
Never make a decision based on your internal hunches. Think
about your initial reactions to these types of images.
Always conduct research—even if it is a quick informal check.
Formal
Scientific
Informal
Unscientific
Methods
Qualitative Methods
Quantitative
Methods
-Surveys.
-Experiments.
-Content analysis.
-Statistical
analysis.
-Focus groups.
-In-depth interviews.
-Participant observation.
-Library science (records).
12. Research—SWOT Analysis
Examples of strengths
Passion for the institution or campaign.
Strong print media ties.
Understanding of new technologies.
You must understand what your communication
strengths are so that you can build off of them.
13. Research—SWOT Analysis
Examples of weaknesses
Limited staff.
Limited financial resources.
Weak media ties.
Recognizing what your weaknesses are give you areas to
fight for when trying to grow your public communication
efforts.
14. Research—SWOT Analysis
Examples of Opportunities
People believe that more should be done by local
governments to support your department’s programs.
Constituents in a district have expressed interest
being more involved in their government.
There is a renewed interest in covering
your organization by broadcast media.
in
Public communicators need to continually look for
opportunities to share your organization’s messages.
Surveying the media landscape and public opinion can
help increase these chances.
15. Research—SWOT Analysis
Examples of threats
Other organizations are overshadowing
our messages and we are not being heard.
Turnover of members is reducing the
organization’s institutional memory .
Print media has reduced the amount of
government coverage in its newspapers.
Threats exist all around us and prevent public
communication campaigns from reaching their targeted
audiences. The more we know about these threats, the
better prepared we are to counter them.
16. Stage 2: Goals and Objectives
What are you hoping to accomplish with your public
communication plan?
Ultimately, campaigns have very broad goals (such as, to
increase the usage of reusable grocery bags or to reduce
incidents of texting while driving).
The key to achieving these goals is to have specific, or
“SMART,” objectives that force us to focus on
dimensions of the campaign.
SMART objectives are Specific, Measurable, Achievable,
Realistic, and Timely.
17. Stage 2: Goals and Objectives
Instead of: Do better at communicating with media.
Try: Conduct two briefings for reporters each month.
Specific
Instead of: Meet with my constituents.
Try: Hold 10 town meetings throughout district in 2014.
Measurable
Instead of: Get 100% of voters to click on Web site.
Try: Increase Web site hits by 10% in 2015.
Achievable
Instead of: Use all methods of technology to
communicate .
Try: Develop and promote blog to inform constituents.
Realistic
Instead of: Produce annual report for constituents.
Try: Distribute annual report 1 month after adjourning.
Timely
18. Three Types of Objectives
Awareness objectives
Focus on information, providing the cognitive
part of the message.
Acceptance objectives
Deal with affective, feeling part of the message
(attitudes).
Action objectives
Aimed at expression and conduct, the behavioral
element of the message.
Campaigns should have a combination of all three to
reach audiences at different stages of knowledge-
attitude-behavior change.
19. Stage 3: Programming
Because of our specific objectives, it is imperative to have
a documented guide to follow for every campaign.
This communication plan can be conveyed in several
ways:
Narrative format that details the plan in paragraphs.
Decimal or outline system that precisely identifies every item
that must occur during the campaign.
The communication plan must also include a Gantt chart
to show how long specific tasks should take—this helps
keeps the campaign moving forward in a time-sensitive
manner.
The budget must also be included in the plan.
20. Stage 3: Programming—Outline Format
I. OBJECTIVES:
Motivate chapters to act as main membership recruitment conduit.
Increase membership.
Support chapter recruitment efforts.
Encourage active membership committees.
GOALS:
25% CHALLENGE: Each chapter is challenged to increase its membership by 25%!
Introduce new recruitment programs to chapters.
Provide Leader Guides for membership chairs.
Regular communications (email, phone, other) between the national office, regional membership chairs, and chapter
membership chairs.
I.
II.
III.
IV.
II.
I.
II.
III.
IV.
21. Stage 3: Programming—Outline Format
CHAPTER MEMBERSHIP PROGRAMS:
Brown-Bag Mini-Meetings
III.
I.
I.
II.
Lunch meeting at CSI member’s office.
No charge – everyone brings their own lunch.
I. ALTERNATIVE: have sponsor cater lunch.
III.
IV.
Invite company colleagues to attend.
Program-- 1 hour brown bag lunch and discussion on construction-related or business-related topic.
I.
II.
ALTERNATIVE: use pre-packaged discussion module from CSI website.
Look at Construction Specifier for topic ideas.
II. Table-Top Recruitment Program
Find vendors to rent Table Top advertising space at monthly meeting.
Price advertising fee to include 2 dinners.
I.
II.
I.
II.
For example: dinners cost $30, for two people that’s $60, and a $50 fee for advertising =$110 fee.
Aim for 4-6 vendors per meeting.
Vendors MUST bring along a professional member-prospect to attend meeting and dinner (they must both stay for the whole
program.)
Invite prospect to join (or add to list of prospects to be contacted later).
III.
IV.
22. Stage 3: Programming—Decimal Format
1. Corporate Connection Program
1.1 Membership committee identifies a CORPORATE LIST
of construction-related companies who might have
potential CSI members.
1.2 Send out a short newsletter article about CSI to company
newsletter editors.
1.21 Newsletter article written by CSI staff and available on CSINet.
Invite them to an upcoming meeting at no charge.
1.31 Get an industry sponsor for this, and include their name
and logo in the letter.
1.32 Follow-up with a phone call inviting them to join CSI.
1.33 Break down the list, so that each committee member has the
same amount of people to call, or email.
1.3
24. Stage 3: Programming—Budget Items
Expenses should include:
1) Personnel (including benefits and training).
2)
3)
4)
5)
6)
7)
Supplies and printing (including design).
Postage and shipping
Telephone, fax, and internet.
Photocopying.
Travel, food, and entertainment.
Professional services/consultants.
8) Professional organization dues.
9) Equipment (tablets, computers, printers, copiers
10) Subscriptions (trade publications, industry magazines).
11) Other relevant items specific to the campaign.
25. Stage 3: Programming
Turning to stakeholder interactions, it is important to
understand the hierarchy of communication.
Interpersonal communication.
Controlled media communication.
Mass media (uncontrolled) communication.
Interpersonal is always the most effective at reaching
audiences, but it is also the most time consuming and
resource-intensive because you reach so few people at
one time.
Mass media reaches the largest size audience, but it is
very easy for that audience to misunderstand or ignore
the message.
The right approach must be chosen for each campaign,
each message, and each targeted audience!
26. Stage 3: Programming—Communication
Tactics
News releases.
News conferences.
Newspaper columns.
Mass email updates.
Text message blasts.
Websites.
Podcasts/webcasts.
Blogs.
Facebook, Twitter, other
media platforms.
Direct mail.
Flyers/posters.
Brochures.
Annual reports.
Public speaking engagements.
Community meetings and
town-halls.
Billboards.
Newsletters.social
27. Stage 3: Programming – Communication
Tactics
Remember your audience when you think about what
tools to use.
Does your audience have the technology to use your
preferred tools?
Low-tech communications tools can be just as
effective, if not more effective, than high-tech tools!
During the research stage, you need to identify the
media consumption and usage patterns of your
stakeholders!
Develop strategies and choose tactics that will help you
meet your goals and objectives outlined in Stage 2.
28. Stage 3: Programming
Interpersonal Communication
Face-to-face conversations.
Small group meetings.
Speeches.
Telephone conversations
Personal letters.
Personalized proposals.
These are the most powerful forms
of public communication.
29. Stage 3: Programming
Controlled Media Communication
Direct mail; special events.
Publications (newsletters, brochures & flyers).
Computers (Web sites, social media, E-mail, internet).
Videos and films.
Phone-a-thons (telephone banks).
Paid advertisements, billboards, signage.
Because you are paying for these forms of public
communication, you have complete control over the
content and design.
30. Stage 3: Programming
Mass Media (Uncontrolled) Communication
Editorials and Op-ed pieces.
News releases and story placements.
Public service announcements (PSAs).
These are often considered “free” because they don’t cost
anything to prepare other than employee time, but there
is no control over the use of these public communication
tactics.
No media outlet has to even look at them—much less use
them. So, devising a campaign that only uses mass
media can be quite risky.
31. Stage 4: Evaluation
Evaluation is not simply done at the end of the
campaign.
It should be done throughout.
Preparation Evaluation: Evaluation done during the
planning of the campaign to determine if the plan is
suitable (focus groups, readability studies of tactics).
Process Evaluation: Evaluation done during the
campaign to track its progress—do changes need to be
made during the campaign?
Program Evaluation—In essence, we return to what
was prepared during the second stage and ask, “Were
the objectives met?”
32. Stage 4: Stewardship
Final and Second Most Important Step for On-
Going Relationships with Stakeholders
Reciprocity
- Demonstrating gratitude: appreciation and recognition
Responsibility
- Acting socially responsible.
Reporting
- Being accountable.
Relationship Nurturing
- Keeping supportive audiences close.
33. Reciprocity
“Those whom you have helped have an obligation to help
you.”
Gouldner (1960, p. 173), “The Norm of Reciprocity.”
Reciprocity is a universal component of all moral codes.
Public communicators must demonstrate gratitude to
those who have chosen to become involved in their
campaigns.
This includes genuine “Thank you’s” and acknowledging
that your successes are a result of their engagement.
34. Responsibility
Responsibility requires organizations to keep their word.
Promises made when seeking support must be kept.
More generally, organizations must demonstrate through
their actions that they are worthy of supportive attitudes
and behaviors.
Increasingly, the public is requiring that organizations be
socially responsible not only with their programming and
services, but also maintain operations that are
environmentally-friendly and reflect good community
citizens.
35. Reporting
It is not enough for public communicators be
responsible—they must report back to the audience
about what they did!
Reporting reinforces positive attitudes and behaviors
and increases the probability that supportive publics
will react similarly in future situations.
Continued reporting holds organizations accountable
for their actions.
Reporting can take many forms.
Annual reports, blog updates, newsletters, etc.
36. Relationship Nurturing
“The new view of stewardship lets people know on a regular
basis that you care about them, respect their support,
appreciate their gifts, and want their interest and
involvement.” Kay Sprinkel Grace (1991)
“There is a reason to believe that involvement enhances
genuine, long-term behavioral support.” Hugh Culbertson (1993)
Relationship nurturing boils down to one key dimension:
when organizations make decisions that impact their
stakeholders, the needs and concerns of the stakeholders are
taken into consideration. Decisions are NOT made solely by
thinking about the organizational needs.
37. The ROPES Model of Public
Communication
To reiterate its role, the
ROPES Process outlines the
five stages of campaign
development and
implementation.
Adherence to the stages
helps ensure a positive
result of communication
efforts.
Research (20%)
Organization
Opportunity
Publics
Objectives (15%)
Awareness, Acceptance, Action
Programming (30%)
Planning, Implementation
Evaluation (15%)
Preparation, Process, and Program
Stewardship (20%)
Reciprocity, Responsibility
Reporting, Relationship
Nurturing