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)

1. The Dynamic Dozen
(plus three)
Strategic Tools
The Public Relations
Practitioner’s Playbook
M. Larry Litwin, APR, Fellow PRSA
© 2013 1

2. …used by the best and
most effective
School PR Practitioners

3. Dynamic Dozen
(plus three)

4. Or…
Why We Do What We Do
And
How To Do It Better!

5. 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

6. You enter to learn
You leave to serve

7. Taken from…

8. PR Is...
• “This is who we are;
• What we think about ourselves
• What we want to do; and
• Why we deserve your support.”

10. No. 1 – MAC Triad
Plus
M
+P+T
A C
M=Message A=Audience C=Channel
P=Purpose T=Timing
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11. 11
No. 2 – Two-Way
Communication Model
Sender>>>Message>>>Receiver
^ V
^ Noise V
^ Noise V
^ Noise V
^ V
^ <<<<<<<<Feedback<<<<<<< V

12. No. 3 – Cracked Egg
Model

13. 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
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14. Audience Power
Structure
Elite
Diffused
Amorphous
14

15. No. 5 – PR
Plan/Roadmap
• Goal
• Objectives
• Strategies
• Tactics
• Tools
15

16. RACE
• Research
• Action
• Communication
• Evaluation
16

17. PR-Pie
• Purpose
• Research
• Planning
• Implementation
• Evaluation
17

18. No. 5 – RACE vs.
PRpie
• Research/Research
• Action/Planning
• Communication/Implementation
• Evaluation/Evaluation
18

19. Strategic GOST Review
• GOST
• RACE
• PR-Pie
• Cracked Egg Persuasion Model
• MAC Triad Plus P&T

20. No. 6 – Reaching the
Desired Outcome
• Attitude
• Opinion
Education > Knowledge > Attitude >
Behavioral Change > Output =
Desired Outcome
20

21. No. 7 – Strategic
Communication
is achieving is…
21

22. No. 8 – Conflict/Force
Field Analysis

23. 23
Force Field Analysis

25. No. 9 – New Technologies
Boosted
Obama Campaign's Efforts
or – “Why Obama Won”
• http://www.npr.org/2012/11/12/164979755/ne

26. No. 10 – Electronic Release Template

27. No. 10 – Electronic
Release
Template

28. 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

29. No. 12 – Crisis
Communication
• Tell it FIRST
• Tell it Fast
• Tell it ALL
• Tell it YOURSELF

30. 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

31. 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)

32. No. 15 – Jim L’s Three-Minute Drill

33. No. 15 – Jim L’s Three-Minute Drill

34. No. 7 – Strategic
Communication
is achieving is…
34

35. This and other
Larry Litwin
PowerPoints
Visit
•www.slideshare.net
•www.larrylitwin.com

36. Questions ???
M. Larry Litwin, APR, Fellow PRSA
larry@larrylitwin.com
www.larrylitwin.com
© 2013
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