Download - Action Communication
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Action & Communication
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★Understanding your target audience
★Knowing the communication channels they use
★Developing and disseminating messages through those channels
Action & Communicatio
n: Keys to Success
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★Media are of two types:★Controlled, such as
pamphlets, posters, special events and company publications
★Uncontrolled, such as newspapers, television, Internet and radio.
Basic Media Selection
Tips
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Controlled Media
The downside: ★ Relatively costly to produce★ Time-consuming in
development★ Lacking in the “urgency” of
news
The upside: ★ Total control over content★ Total control over delivery
time and place★ Real costs lower than
apparent costs because audiences more precisely ‘targeted’
★ Less waste than uncontrolled media
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Uncontrolled Media
The downside: ★ Timing can’t be controlled.★ Content can’t be controlled.★ Potential for errors and
distortion is high.
The upside: ★ Costs are low.★ The urgency of news
captures attention.★ They imply third party
objectivity.
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Media Relations Process
1. Write a plan2. Research the media 3. Develop story ideas4. Prepare a media kit (optional)5. Write a press release (optional)6. Pitch your story to the media
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Criteria One: ★Audience comparison –
media audiences vs. target audiences
Criteria Two: ★ Importance of timing – the
extent to which control is necessary
Criteria Three:★Budget limitations—the
amount of money available to achieve specified objectives
Media Selection Criteria
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★December 17 – January 3
★U.S. Premiere★Replacing regular
holiday show★“New” Circus-style★All performers
previously with Cirque du Soleil
★“PG-13” rating★Tickets: $20 - $30
About 7 fingers
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The Venue
Palace of Fine Arts Theatre
1,000 seat theater; 15 shows scheduled
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For 7 fingers to be seen as the premier choice for holiday entertainment in the San Francisco
Bay Area
The Goal
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Identify your target audiences
Choose 2
Objective: To create interest among that target
audience so that ticket sales increase.
Strategies and Tactics?Choose both controlled &
uncontrolled media.
Be Creative!!!
Group Activity
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Any Questions
?
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• Controlled vs. Uncontrolled
• Media CoverageSF ChronicleWHERE San Fran
• Other PRConcierge AssociationUnion Square Merchants
• AdvertisingBART adsSF WeeklySF Chronicle
• Tickets Sold! 3 shows added