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” – what’s 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 you’re not interested/if you don’t agree with it can’t 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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