quiz 3 - ClassNotes ProactiveStrategies:...

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Class Notes Formulating Action and response Strategies Proactive Strategies : what can we plan ahead for Reactive Strategies : things that come about that we weren’t ready for Proactive Strategies Tangible deeds undertaken to achieve organizational objectives  1. Organizational Performance- reputation and adaptation  2. Audience Participation Using two-way communication tactics to engage audiences in communication activities  Ex. Ride alongs, trial memberships  Need to be “salience of information” Degree to which it is useful or applicable to audience  Generate feedback Online comments or reviews, surveys, triggering events  3. Special Events Staged activities v. Publicity stunts Must be creative, original Ethical? WBC 4. Alliances and Coalitions  Alliances- informal, loosely structures, often small relationship
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Coalitions- more formal and structured  Benefit from having access to both companies resources  Forgoing relationship with groups that have similar values and concerns, strengths in numbers Issues- Strange bedfellow  come together to benefit each other even though they may have  never gotten together otherwise  5. Sponsorships Need a logical link between the activity sponsored and mission of organization Often based on existing marketing relationships  6. Strategic philanthropy Corporate social responsibility  A business decision not an emotional one Creates a program with a higher value than its cost May be a national cause with a local fact- “Race for the Cure” and   “Relay for Life” Principles Give something more valuable to others than it is costly to you- your product  Give something you already own- operation home free- trailways bus lines Maximize your investment- timing, encouraging others to give Strong volunteerism components- strong employee pride/ satisfaction element 7. Activism Confrontational focusing on persuasion and advocacy Use with caution! May include civil disobedience, street theater or actuall illegal activity
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This note was uploaded on 01/23/2012 for the course COM 359 taught by Professor Christemckittrick during the Fall '11 term at Miami University.

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quiz 3 - ClassNotes ProactiveStrategies:...

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