Public relations strategies
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The document explores public relations strategies, emphasizing the concept of strategy as a well-defined plan to achieve specific goals. It provides examples from companies like Nike and discusses various theoretical frameworks that influence strategy effectiveness, such as public opinion and media ecology. Key evaluation questions are posed to assess whether information resonates with target audiences and if they perceive it as credible.
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![What is a Strategy? “ The use or an instance of using the art or science [of war]” “ a plan, a method, or a series of maneuvers … for obtaining a specific goal or result” www.dictionary.com](https://image.slidesharecdn.com/publicrelationsstrategies-101011010647-phpapp01/85/Public-relations-strategies-2-320.jpg)
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Public relations strategies
- 1. Public Relations Strategies Brad Gangnon PR Cases 2010 September 20
- 2. What is a Strategy? “ The use or an instance of using the art or science [of war]” “ a plan, a method, or a series of maneuvers … for obtaining a specific goal or result” www.dictionary.com
- 3. What is a Strategy (cont)? How different engagements (battles) in war are linked Why particular battles are fought Terms and conditions of engagement www.wikipedia.com
- 4. What is a Strategy (Cont)? Conceptual Idea or message
- 5. Reminders from Principles of PR “ Strategy is the overall game plan” (Broom, 2006 p. 302) “ the overall concept, approach, or general plan for the program designed to ach ie ve a goal” (Broom, 2006 p. 302) Action — what to do (p. 305) Communication — what and how to say (p. 305)
- 6. Example Strategies Nike text p. 106 “ Having all Nike shoe factories meet U.S. Occupational Safety and Health Administration indoor air quality standards by 1998” It’s More than Food, It’s Life text p. 120 “ New materials with a call-to-action for more information were created”
- 7. More Examples Finland text p. 274 “ The main idea was to gain a ‘Positive attitude toward the word Finnish’” Movement for the Survival of the Ogoni People text p. 325 “ destroy the complacent relationship between Shell Oil and the Nigerian military government”
- 8. Questions to Evaluate Strategy? Does this information appeal to some value in the target public? Will the target public’s members believe the information is true? Or, will the target public resist or distort the information because it conflicts with other beliefs or values? Will the target public resist or distrust the information because of the source? (p. 34)
- 9. How Theory Helps Strategy Public Opinion Spiral of Silence Agenda Setting The Medium is the Message Media Ecology Technological Determinism
- 10. More Theory Motivation Social Judgment Theory Elaboration Likelihood Model Language Dramatism Narrative Paradigm