lecture 6

lecture 6 - e. Behavioral change f. Laswell who says what...

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I) Planning a. Objectives (crisis, image) – constant, ultimate goals, consistent with organization’s mission b. Strategies – themes, messages, or overall approach to achieving objectives c. Tactics – actions taken to enact strategy II) Other Aspects of Planning a. Calendar – (ie: fundraising done during Holiday season – more charitable, bonus season, tax deductions) b. Budget – constraint to planning c. Evaluation – evaluating your efforts – what you’ve done before affects your future III) Goals of Communication/Diffusion a. Exposure – if people don’t see it they don’t know it’s happened (ie: don’t send it on fri afternoon – on one reads sat paper) b. Dissemination – wants words to be spread to people c. Acceptance – want people to accept what you’re saying d. Attitude change
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Unformatted text preview: e. Behavioral change f. Laswell who says what to whom and with what effect whats the impact of what you say IV) Public Opinion a. Collection of views held by those interested in a subject V) Persuasion a. Primarily reinforcement b. Source credibility (expertise, sincerity, charisma, celebrity) c. Appeal to self-interest d. Clarity e. Timing/context med ad during bad weather f. Drama inspirational VI) Limits of Persuasion a. Lack of message penetration b. Competing messages c. Self-selection (if youre not interested/if you dont agree with it cant impact you) d. Self-perception (different people receive messages differently) VII) How to Reach the Audience a. Repetition b. Slogans c. Timing (red cross got more blood after 9/11)...
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