3. Positioning: Where are you?
Where do you want to go?
• Positioning is the process of managing how an
organization distinguishes itself according to
its own particular niche
• Positioning can be fluid.
– Starbucks used to promote coffee.
– Now it promotes an experience
4. How do people position themselves?
$$$$$$$$$$$$$$$$$$$$
• A leader that sets standards
• The best value, reflecting low cost and high
quality.
• Most economical
5. How do people position themselves?
Hit the heart
• Most prestigious
• Preferred by a certain demographic
• Family friendly
• Green
• Socially responsible
7. There are three kinds of goals
• Reputation management goals deal with the
identity and perception of the organization.
• Relationship management goals focus on how
the organization connects with its publics.
• Task management goals are concerned with
getting certain things done
8. Reputation Management Goals
• Improve company’s reputation in industry.
• Enhance reputation among potential donors
or investors.
• Improve reputation among potential
customers or stakeholders.
9. Relationship Management Goals
• Promote appreciation of the firm among
potential clients.
• Improve relationship between customers and
clients.
• Maintain relationship amid social or
organizational changes.
10. Task Management Goals
• Increase support for organizational goals.
• Advance social change on an issue.
• Impact public behavior surrounding matter
that impact’s the group’s mission.
• Create a better client with a regulatory
agency.
• Better crowds or donations at a fundraiser.
11. Objectives
• An objective is a statement emerging from an
organization’s goals. It is a clear and
measurable statement, written to point the
way toward a level of awareness, acceptance
or action.
12. Objectives
• In 471, we talked about two key themes to
writing a good objective.
– Measurable
– Singular Infinitive Phrase
13. Nine Objective Standards
• They are rooted in goals.
• They are public focused
• They are oriented toward an achievable
impact.
• They link to research.
• They have definition.
14. Nine Objective Standards
• They have a timed deadline
• They are challenging.
• They are attainable.
• They are acceptable
17. Let’s Talk About
Strategy/Programming
• Proactive strategies are those approaches that
enable an organization to launch a program
under the conditions and timeline that seem
to best fit the organization’s interest.
• Reactive strategies respond to influences and
opportunities from the organization's
environment.
• Offense vs. Defense!!!!!!!
18. Proactive Strategies
• Public Relations Action
– Organizational Performance
– Audience Participation
– Special Events
– Alliances and Coalitions
20. Five Ideas To Make Proactive
Strategies More Effective
• Listen: Don’t hear.
• Transparency matters.
• Adaptation: Create organizational changes to make you
relate better with your audience.
• Triggering Events: Have an immediate and easy action
step.
• Third Party Endorsement
