PR Strategies

1
PR Strategies

• A strategy statement describes how, in concept an
  objective is to be achieved guidelines and
  themes.
• Strategies are broad statements specific
  activities are part of the tactics.
• Examples
• Build a dominant share of voice in the trucking
  trade media
• Use proprietary media to reach current and
  prospective customers and dealers
• Further the brand identity through cause-related
  marketing
• Stimulate ongoing coverage via newsworthy
  moments-in-time.

2
Communication

• The C in RACE
• PR Plan Execution/Implementation

3
THE GOALS OF COMMUNICATION

• Inform
• Persuade
• Motivate
• Mutual understanding

4
The Nature of Communication

• Source
• Message
• Channel
• Receiver
• Feedback/Feed forward

5
Communication Models

• From Aristotle to Chike

6
THE IMPORTANCE OF TWO-WAY COMMUNICATION

• Loop Process
• Feedforward obtained in research
• Feedback obtained from evaluation phases
• Feedforward Feedback equate with two-way
  communication
• Two-way is arguably the key to excellent practice
• Two-way is usually lower in the hierarchy of
  communication channels

7
The Source

• Dimensions of Source Credibility
• Expertness
• Trustworthiness
• Charisma
• Homophily vs Heterophily

8
THE MESSAGE

• Exposure doesn't equate with attention,
• memory, or understanding
• Audiences are active
• Media uses and gratification theory
• Information seeking
• Attention-getting devices
• Five senses
• Prior knowledge and interest
• Semantic noise

9
A PUBLIC RELATIONS PERSPECTIVE

• Questions to Focus Message Production
• Is it attractive?
• Is it appropriate?
• Is it meaningful?
• Is it memorable?
• Is it understandable?
• Is it believable?
• Determine Message objectives
• and Strategy

10

• Desired Effects and Message attributes
• Handout

11
The Channel

• Channel Noise
• Multimedia campaigns
• Synergy

12
HOW DECISIONS ARE INFLUENCED

• General mass media for awareness stage
• In-depth mass media and controlled media for
  interest stage
• Group norms and opinions for evaluation, trial,
  and adoption stages

13
The Receiver

• Information overload
• And Selectivity
• Selective exposure
• Selective attention
• Selective comprehension
• Selective retention
• Selective recall