phase 2) Campaign Strategies Flashcards
Define “position statement’
A position statement is the articulation of how an organization wants to be seen and known, especially vis-a-vis its competition. (ie most economical, green, family friendly etc)
Goals:
- Rooted in orgs mission or vision
- What we want to accomplish
- a goal acknowedges an issue and sketches out how the org hopes to see it settled
- Reuputation management goals
- Relationship management goals
- Task management Goals
Define reputation management goals
-Deals with the identity and perception of the organization
improve, enhanve, reinforce, promote
Define relationship management goals
Focus on hos the organization connects with its publics
promote, enhance, maintain
Task management goals
Concerned with getting certain things done
increase, Advance, Impact, create, attract
Define a PR objective:
is a statement consistent with organizations positioning and emerging from the organizations goals.
clear, measurable written to point the way toward particular levels of
AWARENESS, ACCEPTANCE OR ACTION
An objective must be written to bring
Awareness (or)
Acceptance (or)
Action
11 Elements of an objective is:
GPIREMTSCAA
Goal Rooted Public Focused Impact Oriented Research Based Explicit Measurable Time Definite Singular Challenging Attainable Acceptable
Define ‘Awareness Objectives’
The first level, awareness objectives, focuses on info, providing the COGNITIVE (thinking) component of the message. Tese objectives specify what info you want your publics first to be exposed to and then to know, understand and remember
Particularly deal with dissemination & message exposure, comprehension, and retention
Define ‘Acceptance objectives’
Deals with with affective (feeling) component of the message- how people respnd emotionally to info they have recieved. these objectives indicate the level of interest or the kind of attitude an org hopes to generate among its publics
Define ‘Action Objectives’
Takes aim at expression and conduct, providing the conative (behavioural) component of the message. These offer two types of action: opinion (verbal action) and behaviour (physical action).
Should be focused on orgs bottom line
How to start an objective?
“To”
important elements of an objective include
- Public
- Category of either awareness OR acceptance OR exposure
- Specific effect
- Focus
- Performance metric
- Time Period
Describe ‘proactive strategy’ ‘
-Proactive strategy
org take sthe initiative to interact with publics
-enables it to launch a comm program under the conditions and according to timelines that best fit the orgs interests
What are the 2 types of Proactive strategies
-Action strategies
-Key communication strategies
(EXPAND ON BOTH OF THESE)
What is a reactive strategy
responds to influences and oppotunities from an orgs environment. Such response strategies include pre-emptive action, offensive and defensive responses, diversion, commiseration, rectyfying behaviour and strategic inaction.
Proactive strategy 1: Action is…..
- Organization performance
- Audience engagement
- Special events
- Alliances & coalitions
- Sponsorships
- Strategic philanthropy
- Volunteerism
- Activism
Proactive strategy 2: communication is….
- Publicity
- Newsworthy info
- Generating news
- News peg
- Transparent communication
Organization performance
the performance of an organzation is what it does, as compared to what it says
Framing theory
pg158
Priming theory
pg158
Cognitive Dissonance
pg158
Consistency
pg158
Cultivation
pg158
Diffusion of Innovations
pg158
Social Judgement
pg158
Spiral of Silence
pg158
Systems
pg158
Uses and Gratifications
pg158
Reactive Strategy 2: Offensive response icludes
- An Attack
- Embarrassment
- Shock
- THreat
- Standing firm
Reactive strategy 3: Defensive response
- Denial
- Excuse
- Justification
- Reversal
Reactive strategy 4: Diversionary Response
- Concession
- Ingratiation
- Disassociation
- Relabelling
Reactive strategy 5: Vocal Commiseration
- Concern
- Condolence
- Regret
- Apology
Reactive strategy 6: Rectifying behaviour
- investigation
- Corrective action
- Restitution
- Repentance
Reactive strategy 7: Deliberate inaction
- Strategic Silence
- Strategic ambiguity
- Strategic inaction
Information model of communication
- plays out as press agentry and public information
- Mathematical theory of communication
- cybernetic model of communication
The persuasion model of communication
- is asymmetric
- focus on advocacy and attempts to influence
The dialogue Model of communication
- symmetric approach
- rooted in relationships
- quest for understanding
- Consensus building
- Conflict resolution
information based communication model
SEE PAGE 200
Define ‘Ethos’ Message source
Ethos is communication effectiveness based on the character of the speaker and on the common ground shared by speakers and audiences
what are the 3 C’s of effective communication (as it relates to ethos)
- Credibility (Status, expertise, honesty, competence)
- Control (Power, Scrutiny, Authority)
- Charisma (Familiarity, Likeability, Similarity, Attractiveness)
Logos: appeal to reason is
logic and reason
Proposition (logos)
is also known as claim. is the primary idea in a speech, editorial ad, tv program or other communication vehicle
Factual proposition (logos)
proves something exists based on provable usually physical evidence
Conjecture proposition (logos)
states that something probably exists, based on reasoned conclusion drawn from physical evidence. it asks audience to agree with conclusion
Value Proposition (logos)
identified the virtue of something. Value claims also relates to objectives dealing with acceptance which is to increase interest or build positive attitudes.
Policy proposition (logos)
identifies a course of action and encourages its adoption, such as advocacy for changeing the legal drinking age
Verbal evidence includes:
- Analogy
- Comparison
- Example
- Statistics
- Testimonial and endorsement
Define ‘Pathos’: positive appeal to Sentiment
positive emotional appeals to;
- Love appeal
- virtue appeal
- Humour appeal
- Sex appeal
Define ‘Pathos’ Negative appeal to sentiment
- Fear appeal
- Guilt appeal
