Action Communication
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The document discusses controlled and uncontrolled media, providing examples of each. It outlines criteria for selecting media, including comparing target audiences to media audiences, the importance of timing, and budget limitations. Finally, it presents a case study on promoting a circus performance called 7 Fingers in the San Francisco Bay Area through selecting appropriate controlled and uncontrolled media.
Action Communication
- 2. Understanding your target audience Knowing the communication channels they use Developing and disseminating messages through those channels Action & Communication: Keys to Success
- 3. Media are of two types: Controlled , such as pamphlets, posters, special events and company publications Uncontrolled , such as newspapers, television, Internet and radio. Basic Media Selection Tips
- 4. Controlled Media The downside: Relatively costly to produce Time-consuming in development Lacking in the “urgency” of news The upside: Total control over content Total control over delivery time and place Real costs lower than apparent costs because audiences more precisely ‘targeted’ Less waste than uncontrolled media
- 5. Uncontrolled Media The downside: Timing can’t be controlled. Content can’t be controlled. Potential for errors and distortion is high. The upside: Costs are low. The urgency of news captures attention. They imply third party objectivity.
- 6. Media Relations Process 1. Write a plan 2. Research the media 3. Develop story ideas 4. Prepare a media kit (optional) 5. Write a press release (optional) 6. Pitch your story to the media
- 7. Criteria One: Audience comparison – media audiences vs. target audiences Criteria Two: Importance of timing – the extent to which control is necessary Criteria Three: Budget limitations—the amount of money available to achieve specified objectives Media Selection Criteria
- 9. December 17 – January 3 U.S. Premiere Replacing regular holiday show “ New” Circus-style All performers previously with Cirque du Soleil “ PG-13” rating Tickets: $20 - $30 About 7 fingers
- 10. The Venue Palace of Fine Arts Theatre 1,000 seat theater; 15 shows scheduled
- 11. The Goal For 7 fingers to be seen as the premier choice for holiday entertainment in the San Francisco Bay Area
- 12. Identify your target audiences Choose 2 Objective: To create interest among that target audience so that ticket sales increase. Strategies and Tactics? Choose both controlled & uncontrolled media. Be Creative!!! Group Activity
- 13. Any Questions?
- 14. Controlled vs. Uncontrolled Media Coverage SF Chronicle WHERE San Fran Other PR Concierge Association Union Square Merchants Advertising BART ads SF Weekly SF Chronicle Tickets Sold! 3 shows added