ADPR5910 Smith Chapter 5 Notes

ADPR5910 Smith Chapter 5 Notes - Step 5: Formulating Action...

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Step 5: Formulating Action and Response Strategies Proactive strategies: Approaches that enable an organization to launch a communication program under the conditions and timeline that seem to best fit the organization’s interests. Reactive strategies: measures that respond to influences and opportunities from an organization’s environment. Proactive: initiated by org I. Public Relations Action a. Action strategies: tangible deeds undertaken by the organization to achieve objectives b. Organizational performance i. A good reputation – an org’s most valuable asset- is built on performance rather than mere words ( Building Your Company’s Good name , Davis Young, 1996) ii. Adaptation: willingness and ability of the org to make changes necessary to create harmony between itself and its publics iii. Example: college wants to promote registration for summer program 1. Research key publics (current students, incoming, etc) 2. Identify courses they want and schedules they prefer 3. Create program around key publics’ needs II. Audience Participation a. Strong 2-way communication tactics b. Salience: degree to which info is perceived as being applicable or useful to the audience i. Use examples and applications ii. Answer “What’s in it for me?” iii. Base on values shared by org and public c. Direct Contact with product d. Generate feedback i. e. Trigger events: activities that generate action among key publics i. Example: speeches conclude with invitation to sign a petition, open house ends with opportunity to join, election day = trigger event for political campaign ii. Example (unplanned trigger event): death of Rock Hudson energized AIDS activists; killings at Columbine focus for teen issues III. Special Events a. Staged activities/pseudo-events: activities that an org develops to gain attention and acceptance of key publics i. Primary focus: engaging publics; secondary: media attention ii. Be creative. Examples: artistic programs, competitions, community events, holiday celebrations, observances, progress-oriented activities b. Publicity stunt (opposite of staged): gimmick planned mainly to gain publicity i. AVOID ii. To distinguish legit special event form publicity stunt: “Even if media doesn’t report, will it still be worthwhile?” a. Alliances: tend to be informal, loosely structures, and perhaps small working relationships among orgs
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b. Coalitions: similar relationships that are a bit more formal and structured than alliances i. Strength-in-numbers approach; generate energy and cooperation round single and often narrow issue ii. Example: 2005 Coalition of Immokalee Workers 4-year boycott of Yum! Brands (largest fast food conglomerate) 1. Sponsored by Student-Farmer Alliance 2. Demands: penny a pound more for tomatoes picked by migrant workers c. Internal publics
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ADPR5910 Smith Chapter 5 Notes - Step 5: Formulating Action...

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