Week 12_PR Planning Process_Strategies_THE VERSION USED IN LECTURE

Week 12_PR Planning Process_Strategies_THE VERSION USED IN LECTURE

Info iconThis preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
PR Planning Process: Strategies Week 12 3 July 2007
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
    PR Programmes – Cutlip, Center, & Broom’s Planning and Management Model
Background image of page 2
    Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
    Campaign Planning Where are we? Identifying Problems: Through SWOT or PEST, using research Problem Statement Goal: Measurable, quantifiable, completed over period of time Objectives: Informational; Attitudinal; Behavioural Publics: Primary; Secondary Today Strategies Key Messages Media Strategy Action Strategy
Background image of page 4
    Strategy Strategy The overall approach that is taken, the coordinating theme or factor, the underpinning driving force, the guiding principle, the rationale behind your tactical programme, the big idea.
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
    Strategy Strategy Examples Examples Positioning anti-drug as an attitude Position the Arts Centre as a hang out” place where Singaporeans can feel comfortable. ..where they can feel a sense of ownership outside the home Bring the anti-drug message closer to home…to make it more compelling and emotionally involving Establish public transportation as the style choice of commuting
Background image of page 6
    Strategy = 2M + 1A What we want to say? Through what media and how? Three elements in the Strategy: Message Message strategy strategy Media Media strategy strategy Action Action strategy strategy
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
    Strategy answers the following: What should we say? Message Strategy Through which media? Media Strategy How do we say it? Action Strategy
Background image of page 8
    Goal To maintain public interest and awareness of the public toilets issue as well as to remind and encourage the practice of good toilet etiquette. Example: Clean Public Toilets Campaign
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
  Example: Clean Public Toilets Campaign Strategy What is in their self-interest self-interest ? ? What is
Background image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 29

Week 12_PR Planning Process_Strategies_THE VERSION USED IN LECTURE

This preview shows document pages 1 - 11. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online