What are the 3 components to understand to do strategic planning?
- Relationship dynamics
- Key objectives
- Appropriate strategies and tactics
What are the 5 key objectives when developing messages?
- attention
- Inform MAPs
- Ethical Persuasion
- Collaborative decision making
- Co-creating meaning via narratives
Channels for regular messaging
Routine Channels
Channels for special events, based on specific context
Situational Channels
6 circumstances for channel selection
- Placed
- Paid
- Interactive
- Responsive
- Traditional
- Contemporary
What is CDM?
Collaborative Decision Making
Channel selection that is uncontrolled, not purchased, in the know with the needs of media and is earned media is….
Placed Channel Selection
Selecting a media channel that is controlled, and on an advertising schedule is known as what type of channel?
Paid
Interactive media channels is important for…
CDM and transparency
One to many communication is considered
traditional
Type of spoken channel used for news or noteworthy info
media (press) conference
Backgrounders/ Media tours provide
General info on an organization and are usually politically motivated
Personal interviews add
credibility and humanity
Analyst Meetings are for
internal communication, allowing stakes to have conversations
What type of conversation tone should you typically aim for in contemporary COMS?
Individual, conversation: write as if speaking with one person, not a huge group
of people of MAPs that have been reached at least once
Reach
How often a message is repeated
Frequency
What is MEF
Minimum Effective Frequency: Determines # of times a message needs to be viewed for action
What is continuity?
Ensuring messaging continually appears before target audience
High levels of info output and then pulling back is called
pulsing
What is flighting?
Alternating exposure of message with times of no exposure
What is weighting?
Strategic increases in messaging to target MAPs
What is message positioning?
Making sure to connect messages to self interests of the target MAPs
Who’s role is it to keep the public informed and protect them?
Journalist
