Authority and Consistency Notes
The Six Principles
Expertise & Knowledge are powerful
Were # 1
Testimonials & Introductions
Third party more credible
Communication Tools and Tactics Notes
Tools and Tactics
Letters to the Editor
Special Event Speaking Opportunities
Town Hall Meetings
Developing Creative Promotions Notes
Why have creative promotions?
Makes services known.
Express a cause or message.
It can be inexpensive through.
Involving the community.
How to get Creative Ideas
Consensus and liking Principle Notes
Following the lead of others
Two friends smoke = 1000 % increase in likelihood
Our most popular item
Were #1 (again)
2. Will donate savings to environmental cause (36%)
Communications Plan Elements Notes
Communications Plan Elements
WHO - audiences and stakeholders
WHAT - information needs to be communicated
WHEN - establish deadlines
WHY - why are you communicating
HOW - tools and mechanisms
BY WHOM - assign communicati
Creating a Web Site Notes
What is a web site?
A web site is any collection of one or more web pagessingle files that can
be displayed on the World Wide Web
Why create a web site?
Holds lots of information.
Info quickly available 24/7.
Establishes image &
The ethics of influence mean being honest, maintaining integrity, and
being a sleuth, not a smuggler (or a bungler)
Customers are our business partners and moving them to buy goods
and services is not exploitation or manipulation
It is buildi
Using Paid Advertising Notes
What is advertising?
Paid air time on radio or television, or page space in newspapers or
Usually 10-, 20-, 30-, and 60-second spots.
Production usually available.
Using Direct Mail Notes
What is "direct mail"?
Direct mail is a type of direct marketing and part of social marketing, used
to obtain information or a donation from the prospect.
Why should you use direct mail?
It's cost efficient.
Consumers and businesse
The Dynamics of Persuasion Notes
The Dynamics of Persuasion
There are six universal principles of influence that operate regardless
of the venue
Whether asked to buy a car, volunteer for a fundraiser, or
approve a budget, individuals respond positively ba
Preparing Guest Columns and Editorials Notes
Why use guest columns & editorials?
To bring the public over to your way of thinking.
To show your side of controversial issues.
To re-open public dialogue.
To counter your opponents' arguments.
When to use gue
Preparing guest Columns and Editorials Notes
How do you prepare guest columns & editorials?
Find out the publication's policy on guest editorials and columns
If needed, send pitch letter
Select a writer for the piece
Known public figure