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The Dynamic Dozen (plus three) Strategic Tools (pdf version)

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Strategic Counselor; Rowan University-Associate Professor, Ret.
Strategic Counselor; Rowan University-Associate Professor, Ret.

Fast-paced session covering 12 communication models designed to propel strategic communicators to the highest level. Many were used by President Obama in his re-election campaign. First 36 minutes cover models. Final 24 – time’s yours. “The Dozen”: Obama; MAC Triad; Shannon Weaver; Cracked Egg; Electronic Releases; Hyper Targeting; Conflict Analysis; Audience Fragmentation; Crisis Communication; Media Relations; Key Communicators; Summary (GOST, PRpie; RACE)

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1 The Dynamic Dozen (plus three) Strategic Tools National School Public Relations Association – Annual Seminar-2013 M. Larry Litwin, APR, Fellow PRSA © 2013 1 …used by the best and most effective School PR Practitioners
2 Dynamic Dozen (plus three) 1) Mac Triad Plus 2) Two-Way Model 3) Cracked Egg 4) IS (F) PR 5) PR Plan/Roadmap 6) Desired Outcome 7) Synergy 8) Force Field 9) Why Obama Won 10) Electronic Release 11) NFL Films 12) Crisis Communication 13) Key Communicators 14) Editors/Reporters/PR 15) Three-Minute Drill Or… Why We Do What We Do And How To Do It Better!
3 5 No. 11 – Tell me a story Ed Sabol… • “Tell me a fact and I’ll learn. • Tell me a truth and I’ll believe. • But tell me a story and it will live in my heart forever.” The success behind NFL Films You enter to learn You leave to serve
4 Taken from… PR Is... • “This is who we are; • What we think about ourselves • What we want to do; and • Why we deserve your support.”
5 No. 1 – MAC Triad Plus M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 10
6 11 No. 2 – Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V No. 3 – Cracked Egg Model
7 No. 4 – Audiences (ISPR) • Identify • Segment/Fragment • Demographically • Psychographically • Geodemographically • Behavioristically • Benefits • Profile • Rank – Audience Power Structure • Elite (Key Communicators) • Pluralistic or Diffused • Amorphous/Latent 13 Audience Power Structure Elite Diffused Amorphous 14
8 No. 5 – PR Plan/Roadmap • Goal • Objectives • Strategies • Tactics • Tools 15 RACE • Research • Action • Communication • Evaluation 16
9 PR-Pie • Purpose • Research • Planning • Implementation • Evaluation 17 No. 5 – RACE vs. PRpie • Research/Research • Action/Planning • Communication/Implementation • Evaluation/Evaluation 18
10 Strategic GOST Review • GOST • RACE • PR-Pie • Cracked Egg Persuasion Model • MAC Triad Plus P&T No. 6 – Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 20
11 No. 7 – Strategic Communication is achieving is… 21 No. 8 – Conflict/Force Field Analysis
12 23 Force Field Analysis
13 No. 9 – New Technologies Boosted Obama Campaign's Efforts or – “Why Obama Won” • http://www.npr.org/2012/11/12/16497 9755/new-technologies-boosted- obama-campaigns-efforts?sc=emaf No. 10 – Electronic Release Template
14 No. 10 – Electronic Release Template 28 No. 11 – Tell me a story Ed Sabol… • “Tell me a fact and I’ll learn. • Tell me a truth and I’ll believe. • But tell me a story and it will live in my heart forever.” The success behind NFL Films
15 No. 12 – Crisis Communication • Tell it FIRST • Tell it Fast • Tell it ALL • Tell it YOURSELF No. 13 – Key Communicators • Inexpensive • Consumption Pioneers • Respected Community Leaders • Influencers/Influentials • Opinion Leaders • (Can) assist in changing behavior (attitudes and opinions) • Establishing a KC program
16 No. 14 – What Editors and Reporters Expect of PR Practitioners • Relationships • Know what news is • Know deadlines • Accuracy • Timeliness • A climate of trust/honesty • Accessibility (when bad news breaks) No. 15 – Jim L’s Three-Minute Drill
17 No. 15 – Jim L’s Three-Minute Drill No. 7 – Strategic Communication is achieving is… 34
18 This and other Larry Litwin PowerPoints Visit • www.slideshare.net • www.larrylitwin.com Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2013 36
The Dynamic Dozen (plus three) Strategic Tools (pdf version)
The Dynamic Dozen (plus three) Strategic Tools (pdf version)
ABCs of Strategic Public Relations Advertising Marketing Sales Promotion Media Planning and Buying Print Radio Television Online Communication Journalism Graphic Design The M. Larry Litwin, APR, Fellow PRSA Communication Thousands of terms, tips and techniques that define the professions Expanded New Edition CD-ROM Available
Table of Contents: The ABCs of Strategic Communication (AuthorHouse/716 Pages/ISBN: 978-1-4343-5983-4) Chapters A - Z: Glossary of more than 7,000 terms and other words important to the communication professions: Public Relations; Advertising; Marketing; Sales Promotion; Media Planning and Buying; Print; Radio; Television; Online Communication; Journalism; and Graphic Design. Chapter Addendum: Abbreviations and acronyms common to the professions Tips and Techniques: Nearly 300 interspersed throughout The ABCs. Examples include: M. Larry Litwin, APR, Fellow PRSA, is an estab- lished strategic advisor, teacher, mentor, role model and ethicist, and an award-winning public relations counselor and broadcast journalist, who has left a lasting impression on thousands of students and pro- fessionals. He is an associate professor of communi- cation at Rowan (N.J.) University where his classroom is considered a “laboratory for practical knowledge.” Litwin teaches public relations, advertising, radio and television. In 2007, he was elected to the Public Relations Society of America College of Fellows – one of only 445 members. He is the 2006 recipient of the National School Public Relations Association’s Lifetime Professional Achievement Award for “excellence, leadership, contributions to the profession, and advocacy for students and our nation’s public schools.” His book, The Public Relations Practitioner’s Playbook (535 pages) is a how-to, hands-on, step-by-step manual – designed to provide both the seasoned pro- fessional and novice with a valuable resource containing information, knowl- edge and skills that can be applied to the day-to-day world. It is being used as a textbook by more than a dozen colleges and universities. For more information: www.larrylitwin.com • 25 words that hurt your resume • A user-friendly Web site • ABCs of strategic public relations • CBAs of strategic public relations • Ad placement matters on the Web • Assessing your writing • Be a better manager • Business dining: Dos and don’ts • Convince vs. persuade • Crafting your resume • Cover letters that get attention • Fly with less ‘turbulence’ • Getting you out there • iPod® etiquette • Know your audiences • Know where you are headed! • Looking for a job • Making your Web site ‘pop’ • Planning your business trip • Pack without wrinkles • Political advertising • Resolving client reluctance • Telephone and cell phone etiquette • That all important thank you note • The 30-3-30 Principle • The 3-Minute Drill • The dreaded social kiss • The elevator ‘speech’ • The proper way to shake hands • The Triple Bottom Line • Workplace relationships • 10 Tips from ‘The Donald’
The Dynamic Dozen (plus three) Strategic Tools (pdf version)

More Related Content

The Dynamic Dozen (plus three) Strategic Tools (pdf version)

  • 1. 1 The Dynamic Dozen (plus three) Strategic Tools National School Public Relations Association – Annual Seminar-2013 M. Larry Litwin, APR, Fellow PRSA © 2013 1 …used by the best and most effective School PR Practitioners
  • 2. 2 Dynamic Dozen (plus three) 1) Mac Triad Plus 2) Two-Way Model 3) Cracked Egg 4) IS (F) PR 5) PR Plan/Roadmap 6) Desired Outcome 7) Synergy 8) Force Field 9) Why Obama Won 10) Electronic Release 11) NFL Films 12) Crisis Communication 13) Key Communicators 14) Editors/Reporters/PR 15) Three-Minute Drill Or… Why We Do What We Do And How To Do It Better!
  • 3. 3 5 No. 11 – Tell me a story Ed Sabol… • “Tell me a fact and I’ll learn. • Tell me a truth and I’ll believe. • But tell me a story and it will live in my heart forever.” The success behind NFL Films You enter to learn You leave to serve
  • 4. 4 Taken from… PR Is... • “This is who we are; • What we think about ourselves • What we want to do; and • Why we deserve your support.”
  • 5. 5 No. 1 – MAC Triad Plus M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 10
  • 6. 6 11 No. 2 – Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V No. 3 – Cracked Egg Model
  • 7. 7 No. 4 – Audiences (ISPR) • Identify • Segment/Fragment • Demographically • Psychographically • Geodemographically • Behavioristically • Benefits • Profile • Rank – Audience Power Structure • Elite (Key Communicators) • Pluralistic or Diffused • Amorphous/Latent 13 Audience Power Structure Elite Diffused Amorphous 14
  • 8. 8 No. 5 – PR Plan/Roadmap • Goal • Objectives • Strategies • Tactics • Tools 15 RACE • Research • Action • Communication • Evaluation 16
  • 9. 9 PR-Pie • Purpose • Research • Planning • Implementation • Evaluation 17 No. 5 – RACE vs. PRpie • Research/Research • Action/Planning • Communication/Implementation • Evaluation/Evaluation 18
  • 10. 10 Strategic GOST Review • GOST • RACE • PR-Pie • Cracked Egg Persuasion Model • MAC Triad Plus P&T No. 6 – Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 20
  • 11. 11 No. 7 – Strategic Communication is achieving is… 21 No. 8 – Conflict/Force Field Analysis
  • 13. 13 No. 9 – New Technologies Boosted Obama Campaign's Efforts or – “Why Obama Won” • http://www.npr.org/2012/11/12/16497 9755/new-technologies-boosted- obama-campaigns-efforts?sc=emaf No. 10 – Electronic Release Template
  • 14. 14 No. 10 – Electronic Release Template 28 No. 11 – Tell me a story Ed Sabol… • “Tell me a fact and I’ll learn. • Tell me a truth and I’ll believe. • But tell me a story and it will live in my heart forever.” The success behind NFL Films
  • 15. 15 No. 12 – Crisis Communication • Tell it FIRST • Tell it Fast • Tell it ALL • Tell it YOURSELF No. 13 – Key Communicators • Inexpensive • Consumption Pioneers • Respected Community Leaders • Influencers/Influentials • Opinion Leaders • (Can) assist in changing behavior (attitudes and opinions) • Establishing a KC program
  • 16. 16 No. 14 – What Editors and Reporters Expect of PR Practitioners • Relationships • Know what news is • Know deadlines • Accuracy • Timeliness • A climate of trust/honesty • Accessibility (when bad news breaks) No. 15 – Jim L’s Three-Minute Drill
  • 17. 17 No. 15 – Jim L’s Three-Minute Drill No. 7 – Strategic Communication is achieving is… 34
  • 18. 18 This and other Larry Litwin PowerPoints Visit • www.slideshare.net • www.larrylitwin.com Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2013 36
  • 21. ABCs of Strategic Public Relations Advertising Marketing Sales Promotion Media Planning and Buying Print Radio Television Online Communication Journalism Graphic Design The M. Larry Litwin, APR, Fellow PRSA Communication Thousands of terms, tips and techniques that define the professions Expanded New Edition CD-ROM Available
  • 22. Table of Contents: The ABCs of Strategic Communication (AuthorHouse/716 Pages/ISBN: 978-1-4343-5983-4) Chapters A - Z: Glossary of more than 7,000 terms and other words important to the communication professions: Public Relations; Advertising; Marketing; Sales Promotion; Media Planning and Buying; Print; Radio; Television; Online Communication; Journalism; and Graphic Design. Chapter Addendum: Abbreviations and acronyms common to the professions Tips and Techniques: Nearly 300 interspersed throughout The ABCs. Examples include: M. Larry Litwin, APR, Fellow PRSA, is an estab- lished strategic advisor, teacher, mentor, role model and ethicist, and an award-winning public relations counselor and broadcast journalist, who has left a lasting impression on thousands of students and pro- fessionals. He is an associate professor of communi- cation at Rowan (N.J.) University where his classroom is considered a “laboratory for practical knowledge.” Litwin teaches public relations, advertising, radio and television. In 2007, he was elected to the Public Relations Society of America College of Fellows – one of only 445 members. He is the 2006 recipient of the National School Public Relations Association’s Lifetime Professional Achievement Award for “excellence, leadership, contributions to the profession, and advocacy for students and our nation’s public schools.” His book, The Public Relations Practitioner’s Playbook (535 pages) is a how-to, hands-on, step-by-step manual – designed to provide both the seasoned pro- fessional and novice with a valuable resource containing information, knowl- edge and skills that can be applied to the day-to-day world. It is being used as a textbook by more than a dozen colleges and universities. For more information: www.larrylitwin.com • 25 words that hurt your resume • A user-friendly Web site • ABCs of strategic public relations • CBAs of strategic public relations • Ad placement matters on the Web • Assessing your writing • Be a better manager • Business dining: Dos and don’ts • Convince vs. persuade • Crafting your resume • Cover letters that get attention • Fly with less ‘turbulence’ • Getting you out there • iPod® etiquette • Know your audiences • Know where you are headed! • Looking for a job • Making your Web site ‘pop’ • Planning your business trip • Pack without wrinkles • Political advertising • Resolving client reluctance • Telephone and cell phone etiquette • That all important thank you note • The 30-3-30 Principle • The 3-Minute Drill • The dreaded social kiss • The elevator ‘speech’ • The proper way to shake hands • The Triple Bottom Line • Workplace relationships • 10 Tips from ‘The Donald’