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Public Relations Strategies Brad Gangnon PR Cases 2010 September 20

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This presentation accompanies International and Intercultural Public Relations. This is a classroom presentation.

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Public Relations Strategies

Brad Gangnon

PR Cases

2010 September 20

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

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

What is a Strategy (Cont)?

Conceptual

Idea or message

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)

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”

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”

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)

How Theory Helps Strategy

Public Opinion Spiral of Silence Agenda Setting

The Medium is the Message Media Ecology Technological Determinism

More Theory

Motivation Social Judgment Theory Elaboration Likelihood Model

Language Dramatism Narrative Paradigm

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