Download - Public relations strategies
![Page 1: Public relations strategies](https://reader036.vdocument.in/reader036/viewer/2022082920/55502969b4c9059f318b493e/html5/thumbnails/1.jpg)
Public Relations Strategies
Brad Gangnon
PR Cases
2010 September 20
![Page 2: Public relations strategies](https://reader036.vdocument.in/reader036/viewer/2022082920/55502969b4c9059f318b493e/html5/thumbnails/2.jpg)
What is a Strategy?
“The use or an instance of using the art or science [of war]”
“a plan, a method, or a series of maneuvers … for obtaining a specific goal or result”
www.dictionary.com
![Page 3: Public relations strategies](https://reader036.vdocument.in/reader036/viewer/2022082920/55502969b4c9059f318b493e/html5/thumbnails/3.jpg)
What is a Strategy (cont)?
How different engagements (battles) in war are linked
Why particular battles are fought
Terms and conditions of engagement
www.wikipedia.com
![Page 4: Public relations strategies](https://reader036.vdocument.in/reader036/viewer/2022082920/55502969b4c9059f318b493e/html5/thumbnails/4.jpg)
What is a Strategy (Cont)?
Conceptual
Idea or message
![Page 5: Public relations strategies](https://reader036.vdocument.in/reader036/viewer/2022082920/55502969b4c9059f318b493e/html5/thumbnails/5.jpg)
Reminders from Principles of PR
“Strategy is the overall game plan” (Broom, 2006 p. 302)
“the overall concept, approach, or general plan for the program designed to achieve a goal” (Broom, 2006 p. 302)
Action—what to do (p. 305) Communication—what and how to say (p.
305)
![Page 6: Public relations strategies](https://reader036.vdocument.in/reader036/viewer/2022082920/55502969b4c9059f318b493e/html5/thumbnails/6.jpg)
Example Strategies
Nike text p. 106 “Having all Nike shoe factories meet U.S.
Occupational Safety and Health Administration indoor air quality standards by 1998”
It’s More than Food, It’s Life text p. 120 “New materials with a call-to-action for more
information were created”
![Page 7: Public relations strategies](https://reader036.vdocument.in/reader036/viewer/2022082920/55502969b4c9059f318b493e/html5/thumbnails/7.jpg)
More Examples
Finland text p. 274 “The main idea was to gain a ‘Positive attitude
toward the word Finnish’”
Movement for the Survival of the Ogoni People text p. 325 “destroy the complacent relationship between
Shell Oil and the Nigerian military government”
![Page 8: Public relations strategies](https://reader036.vdocument.in/reader036/viewer/2022082920/55502969b4c9059f318b493e/html5/thumbnails/8.jpg)
Questions to Evaluate Strategy?
Does this information appeal to some value in the target public?
Will the target public’s members believe the information is true? Or, will the target public resist or distort the
information because it conflicts with other beliefs or values?
Will the target public resist or distrust the information because of the source? (p. 34)
![Page 9: Public relations strategies](https://reader036.vdocument.in/reader036/viewer/2022082920/55502969b4c9059f318b493e/html5/thumbnails/9.jpg)
How Theory Helps Strategy
Public Opinion Spiral of Silence Agenda Setting
The Medium is the Message Media Ecology Technological Determinism
![Page 10: Public relations strategies](https://reader036.vdocument.in/reader036/viewer/2022082920/55502969b4c9059f318b493e/html5/thumbnails/10.jpg)
More Theory
Motivation Social Judgment Theory Elaboration Likelihood Model
Language Dramatism Narrative Paradigm