Lecture 7 Media analysis & Media strategy
The media-planning process
Media planning involves:
- Designing a strategy that quantifies how investments in advertising dollars and time
will contribute to the achievement of marketing objectives
- Choosing medi
Short, simple sentences
Clear, easy to digest
Most important facts down to least important (the inverted pyramid)
Stay focused: What is the one thing you most want to get across?
No more than 10-12 (short, usually single sentence) p
Transmedia, neuromarketing & de-marketing
As we saw last week the marketing of motion pictures is one of the most
obvious applications but trans-media methods can be applied in a number of
contexts, in particular where:
we are dealing with new things
The global context of PR practice
Grunigs research suggested that PR operates according to four basic
The last of these, the so-called Excellence Theory,
Public Relations: Some emerging trends
Growth in social media is wiping out gatekeepers to public information
Shift away from emphasis on message control now more about joining the
Role of PR practitioners as cultural intermediaries and cu
Remember SW = internal; OT = external
Some ways to extend the SWOT might be to assign a priority to each element (e.g.
level a,b,c) OR re-do the SWOT (or an existing SWOT that youve found for the
brand) making specific referenc
One more thing!
Media relations - and the art of writing a media release
Points to remember for your final assignment
What exactly is a media release?
It is a short, concisely written document intended specifically for journalists
A media release usu
Public relations is a strategic communication process that builds mutually
beneficial relationships between organizations and their publics.
Public Relations Society of America
Public Relations is about reputation - the result of what you do, what you
Monitoring and Metrics
Dont forget my advice: make a list of everything that can be measured about
your campaign and then make a shorter list of the things that you think should be
measured (and state why).
Look at things like :
Volume and Share of Voice
Case Study: British Airways
A journey (product)
Personal attention (a service)
Superior reliability and care (added value)
Ease of recognition (logo, nationality)
The worlds favorite airline (slogan)
Fly to serve (slogan, mission statement)
Public Relations: Social good or social harm?
Answering critics, practitioners argue they often play an important little
acknowledged role of being the social conscience of their organisations
Not just a megaphone for corporate interests, but a hearing
In the context of branding, the aim is to produce a set of communications and
symbolic exchanges through a symbolic universe where the brand itself is the thing
which acts as an enclosure or sets the boundaries between the branded world and
How it is defined
Some brief history
Relationship with Marketing Communications (parallels and contrasts)
Public Relations: What is it?
It has been defined as a profession
It has been defined as an industry or craft
Some approaches to this.
1. Talk about your campaign and why its innovative (your audience is the
marketing/advertising trade press)
2. Talk about the campaign in a way that is aimed to announce it to it actual
3. Written fro
Analyzing the brand
In this section you are to, again using relevant scholarly literature, explain
what you think a brand is/should be and then communicate a nuanced
understanding of the brand back to your chosen organization.
Its expected that in doing t