PR& AD Campaign Step 6 Developing the Message Strategy

1. P H A S E T W O S T R A T E G Y
S T E P 6 D E V E L O P I N G T H E M E S S A G E
S T R A T E G Y
Public Relations & Advertising
Campaigns

2. Strategic Public Relations
Phase One
FORMATIVE RESERACH
1. Analyzing the situation
2. Analyzing the organization
3. Analyzing the publics
Phase Two
STRATEGY
4. Establishing Goals and Objectives
5. Formulating Action and Response
Strategies
6. Developing the Message Strategy
Phase Three
TACTICS
7. Selecting Communication Tactics
8. Implementing the Stragegic Plan
Phase Four
EVALUATIVE RESEARCH
9. Evaluating the Strategic Plan

4. 6.0 Introduction
Why we need to develop message strategy?
 How can your organization’s message stand out?
 At this stage, begin treating your public as audience.
 You need to consider all elements of effective
communication:
 Who should present the message?
 What appeals should be made in the message?
 How should the message be structured?
 What words/symbols should be used?
 How can you create a buzz?

5. 6. Developing the Message Strategy
1. The Communication Process
1. Information Model
2. Persuasion Model
3. Dialogue Model
2. Rhetorical Tradition:
1. Ethos: Selecting Message Sources
2. Logos: Appealing to Reason
3. Pathos: Appealing to Sentiment
3. Verbal Communication
4. Non-verbal Communication
5. Branding the Strategic Message.

6. 6.1 Communication Process
 Different approaches to communication are used in
public relations.
 Three models
1. The information model: the flow of information
2. The persuasion model: asymmetric, attempt to influence
3. The dialogue model: a symmetric approach rooted in
relationship

7.  Information model: focus on content and channels
of communication.
 Harold Lasswell’s 5W model: Communication is a
process through which
 who (communicator/source)?
 says what (message)?
 in which channel (medium)?
 to whom (audience/receiver)?
 with what effect?
6.1.1. Communication Process:
information model
Who?
Communicator
With what
effect?
Effect
To whom?
Receiver
In which
channel?
Medium
Says what?
Message

8.  Shannon-Weaver ‘s mathematical theory of
communication, 1949
6.1.1. Communication Process:
information model

10. 6.1.2. Communication Process:
Persuasion model
 Persuasion model: attempts to influence people,
 An organization presents its point of view in an
attempt to convince its publics to give their
agreement and support.

11. 6.1.2. Communication Process:
Persuasion model
 Examples of persuasion:
 In marketing: to convince consumer to buy products, service
 McDonald (Korean commercial)
 In PR: convince the public to agree with concept, support candidate,
follow procedures
 Starbucks Earth Day
 President Barack Obama's First Ad of 2012
 Pet Adoption by Sarah Mclachlan
 In Public health and safety campaign:
 No Texting when driving
 Ex smokers are unstoppable
 In international relations:
 Peace Corps PSA: Life is Calling.
 the International Day for the Elimination of Racial Discrimination (UNESCO)

12. 6.1.3. Communication Process:
Dialogue
 The Dialogue model focus on the interaction of two
parties in communication, two-way.
 It involves four goals in public relations:
1. To provide an information exchange between individuals or
groups.
2. To help communication partners make responsible and
personally acceptable decisions
3. To help revive the original vitality of a relationship
4. To foster a deep relationship that unite communication
partners more closely

13. 6.1.3. Communication Process:
Dialogue
 Examples:
 Press conferences
 Customer hotlines/care for products and services
 Internet and Social media
 The development of communication technology
makes it easier for a two-way dialogue.

14. 6.1. Communication Process:
a summary
 In the practice of strategic communication, there is a
role for each type of communication model
 The Information Model : focus on message sender and receiver
 The Persuasive Model: deals with the content of the message
 The Dialogue Model: emphasize the relationship between the
parties in communication.

15. 6.2. Rhetoric Tradition
 The art of effective communication is a basic element
of human society.
 Rhetoric is the art of discovering ways (verbally,
visually) to influence, persuade or entertain an
audience.
 History has handed down to us very rich rhetoric
tradition.

16. 6.2. Rhetoric Tradition
 Aristotle (384 BC – 322 BC)
was a Greek philosopher and
Polymath, a student of
Plato's in golden age of
Greek civilization.

17. The school of Athens at Greek Civilization (by Raphael)

18.  Plato's negative view of
public speaking was based on
his assessment of the
Sophists.
 He criticized rhetoric as
verbal maneuvering that
could make right seem
wrong, important appear
unimportant.
6.2. Rhetoric Tradition

19.  Aristotle disagreed with his mentor. For him,
rhetoric was the discovery of the ways of persuasion.
 Persuasion is non-coercive methods unlike law,
torture, and war.
 Aristotle’s the Rhetoric is a collection of lecture
notes. He raised rhetoric to a science by
systematically exploring the effects of the speaker,
the speech, and the audience.
6.2. Rhetoric Tradition

20.  Aristotle’s three key elements of persuasion
 Ethos: ethical, is the way the speaker’s intelligence, character, and
goodwill toward the audience is revealed through the message
 E.g. Dubai Care; Stop Sex trafficking
 Logos: logical, the line of argument in the speech using logic and
examples
 E.g. Comparison in ad: Get a Mac Campaign
 Pathos: emotional is the feeling the speech draws from the audience
i.e. love, friendship, confidence, appreciation, admiration, pity, …
 I’m lovin’ it kids (Indian); No Texting when driving; PSA: “Child’s
play”

21. 6.2.1. Ethos: selecting the message source
 Credibility: power to inspire trust
 expertise, status, competence, honesty,
 Charisma, the power of personal charm
 familiarity, likability, similarity, attractiveness
 Control: power of command
 Power, authority, scrutiny
 Organizational Spokespeople
 Celebrity spokespersons
 Company spokespeople

22. 6.2.2. Logos: appealing to reason
 Logos: appealing to reason, logic, proof, evidence,
 verbal evidence: analogies, comparisons, examples, statistics,
testimonies, endorsements
 Visual evidence: photographs, charts, videos, pictures

23. 6.2.3. Pathos: appealing to sentiment, feeling
 Positive emotional appeal: love, virtue, humor, sex
 Negative : fear (seatbelt campaign, breast cancer campaign),
guilt
 Public Service Announcement (PSA): Pet Adoption by Sarah
Mclachlan, “Child’s play”, Peace Corps (PSA) “life is calling”

24. 6.3. Verbal Communication
1. Message Structure
1. One-side or multiple sides of an argument
2. Order of presentation
3. Drawing conclusions
4. Reiteration
2. Message Content
1. Clarity
2. Salience
3. Power words
4. Product and Program Names
5. Strong quotes
6. Ethical language
7. Legal language

25. 6.4. Non-verbal Communication
1. Symbols
2. Logos
3. Music
4. Language
5. Physical artifacts
6. Clothing
7. People
8. Mascots and promotional characters
9. Colors
10. Setting

26. Verbal
 One-side or multiple sides of an argument
 One-sided arguments to reinforce opinions, less effective in changing
opinions, can be used under 4 conditions
 (1) the audience is friendly and agrees with your position
 (2) its members have low education or knowledge level
 (3) your position will be the only one presented
 (4) the objective is immediate opinion change.
 Two sided arguments present both pros and cons of an issue
 Better with better-educated and more knowledgeable audience that
are likely to know the opposite ideas
 Persuade people better since you are perceived more honest and more
respectful of audience’s intelligence.
 Good for changing attitude when people hears ideas from other
sources.

27. Order of presentation
 From least to most important or vice versa.
 Observe your audience, are they more attentive at
the beginning? Then use strongest arguments.
 The final words is also very important.

28. Drawing conclusion
 Make a recommendation and draw a conclusion
usually is more effective than leaving it to the
audience.
 For educated audience, they would like to draw their
own conclusion.

29. Reiteration
 Repetition of the main ideas within a persuasive
message.
 Using synonyms, presenting the same meaning in
different languages.
 Use a parallel structure, e.g. “be alert, be prepared,
be resourceful”

30. Message content
 Clarity: use simple language, precisely
 Compare the words
 Try/endeavor, use/utilize, say/articulate
 Fog Index:
7 - 8 = general populous
10 = average 15 year old
11 - 13 = college student
14 - 16 = university student
over 18 = too difficult for newspapers

31. Message content
 Salience.
 In advertising, planners focus on the specialty of their product
or service that is different from all the competition.
 Power Words
 The use of strong language, terminology, definitions
 Good words promises the success
 “Light’s Golden Jubilee” “environment-friendly” “low-fat” “family
value” “Unleash Your Creativity”
 Martin Luther King’s speech “I have a dream”
 Strategy of language
 “illegal immigrants” “undocumented workers”

32. Message content
 Product and Program Names
 Exxon changed the tanker name “Valdez” to “SeaRiver
Mediterranean” after the oil spill crisis.
 Automobiles “Imperial” “Explorer” “hybrid”
 GMC Yukon Hybrid commercial
 Skincare

36. Program Names
 Program Name: Redbull Statos
 Why Stratos?

37.  Stratos is the short name of stratosphere
 The stratosphere is the layer of the earth's
atmosphere which lies between 10 and 50
kilometers above the earth.
 Felix Baumgartner was chosen to perform
this flight from 36.5km in the Stratosphere.

38. Strong Quotes
 Quotes:
 “If the glove doesn’t fit, you must acquit”
 “you will never know how it feels unless you walk in
somebody’s shoes”
 Slogan, verbal logo, tagline
 State tourism tagline:
 “together, we’re the best. Los Angeles”
 Who is together, what is best?
 Abu Dhabi Tourism: “ a destination of distinction”

39.  Company tagline

40. Slogans and taglines

41. Service marks

43. Ethical Language
 Avoid pretentious language---silly or too crafty
“experienced vehicles”
 Avoid doublespeak--- unethical, hiding the facts
 layoffs as “workforce readjustment”, suicide on a train as “pedestrian
involvement”
 Avoid dishonest language not only for ethical reasons but
for effective communication
 Use honest and clear language, power words,
 “state of the art”: the highest degree of development of an art or
technique at a particular time

44. Legal Language
 Be familiar with laws, avoid defamation, libel,
slander:
 false information
 Published or communicated to a third party
 Identifies a person
 Holds that person up to public hatred, contempt, or ridicule
 Involving some measure of negligence and/or malice on the
part of the communicator
 Negro vs black
 Indians vs First Nation

45. 6.4. Nonverbal Communication
 Nonverbal Communication: means actions and cues
other than words that carry meaning.
 Image and ambience create the most powerful
communication.
 Include:
 Symbols, Logos, Music, Language, Physical artifacts, Clothing,
People, Mascots and promotional characters, Colors, Setting

46. Symbols

47. symbols
 Religious symbols:

48. symbols

49. Logos
 Appropriate, memorable, unique

50. Music
 National
 Cultural
 “Desert Caravan”
 “Jasmine flower”
 “Sakura”
 Religious
 Alleluia

51. Language
 “Bravo” literally from Italian, means brave
 “gong xi fa cai”


52. Language
 Shukran reward card

53. Language
 Marhaba --- greet and meet company at Dubai
International Airport
 Salik

54. Language
 Naming:

55. Language
 Translation

56. Clothes

57. Clothes

58. Clothes

60. People
 http://ourfatherzayed.ae/

61. Mascots and promotional characters

62. Mascots and promotional characters

63. Mascots and promotional characters
 Ski Dubai: Sara and Abe

64. Colors
 Baby boy in blue
 Baby girl in pink
 Baby in yellow (China)

65. Color
 White
 Black

66. Colors
 The Three Colors Trilogy by Kieślowski

67. Colors

68. Colors

69. Setting

70. Verbal and Non-verbal Communication
 Verbal Communication
 Message Structure
 One-side or multiple sides of an argument
 Order of presentation
 Drawing conclusions
 Reiteration
 Message Content
 Clarity
 Salience
 Power words
 Product and Program Names
 Strong quotes
 Ethical language
 Legal language

71.  Nonverbal Communication
 Symbols
 Logos
 Music
 Language
 Physical artifacts
 Clothing
 People
 Mascots and promotional characters
 Colors
 Setting

72. Branding the strategic message
 Branding : the creation of a clear and consistent
message for an organization.
 A brand is the articulation of an organization’s
purpose and the way it is presented to customers,
employees, and other publics.
 UAEU Brand and Branding Guidelines
 A case of McDonald's “I’m lovin’ it”

73. Branding the strategic message
 I’m lovin’ it for customers:
 kids (Indian)
 http://youtu.be/jmNrvlQ73pU
 2003 commercial
 http://youtu.be/dI-xHMM8wXE
 http://youtu.be/y9ajRIgTJNA
 http://www.youtube.com/watch?v=FRms2YgZOXk&feature=endscr
een&NR=1
 I’m loving it for employees:
 http://youtu.be/OcUcPoDg5As


74. Branding the strategic message
 Taglines and slogans: associated with organization’s
logo, presents a comprehensive message, position it
in consumer and public’s minds
 Entertainment media tagline:
 Film: suitability, creativity, originality, and memorability
 “In space no one can hear you scream. ”Alien (1979)
 TV Series
 “The truth is out there” X file

75. Branding the strategic message
 ESPN sports network use a series of tagline:
 “without sports, weekends would be weekdays”
 “without sports, what would bring a family together”
 Nonprofit organizations

76. Tagline
 Apple: unique, creative, elitism, innovative, “think
different”

77. What makes a good tagline
 Memorable, rhythm can help
 “save money, live better”
 Short and succinct, maximum 7-8 words,
 Energize the organizational goals
 “light the fire within”
 Focus on an attitude
 “just do it”
 Focus on characteristics
 “melts in your mouth, not in your hands”

78. What makes a good tagline
 Address the audience’s feeling and needs:
 E.g. L’OREAL PARIS “Because you’re worth it”
 to be beautiful, to feel desirable,
 worth it.

79. What makes a good tagline
 Focus on a benefit
 “got milk?”
 launched by the California
Milk Processor Board (CMPB)
 Encourage people to revert to
drink healthy and nutritious milk

80. Got milk campaign.

81. Got milk campaign on Campus
 started in March 2011 as an
assignment for a student
intern to promote dairy
products on campus,
 Cornell's "got milk?“
placing third as an
innovative nutrition
program at the National
Association of College and
University Food Service's
Nutrition Awards.
President David Skorton is the first model for
Cornell's 'Got Milk?' mustache campaign.

82. Steps to make creative message
 Brainstorming
 Divergence: Write down every idea, tossing around ideas
and building on each other’s contribution.
 Convergence: selecting few that are worth further
consideration, rank the ideas
 Focus group for further discussion and decision.
 Tagline Resource:
 http://www.taglineguru.com/index.html