3-8 pr strat

3-8 pr strat - 3/8PRStrategies PreviewComment o

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3/8 – PR Strategies Preview Comment o Blurring between strategy and tactics here o Message strategy Use “real people” (man/woman on street) to tell story Includes: Use of emotion Use of talent Use of message talents But also, Understanding persuasion o What types of messages are more persuasive? o What types of sources are more persuasive? o Tactical level Identifying those real people, interviewing them, putting together  video, up on website, etc. Should be concrete tasks that someone can accomplish Should be able to hold someone accountable for accomplishing tactic Example: Objective: increase support for name change Tactic: hold 8 regional meetings with alumni
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Smith reminds us of common ways of thinking about media Controlled vs. uncontrolled o Controlled media Communication vehicles that you have total control over  content and delivery Newsletters, brochures, videos o Uncontrolled media Communication vehicles that you do not have control over;  require cooperation of gatekeeper
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