This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.

1. Public Communication
Strategies for Or…
School Election Success
Why We Do What We Do
from
The Public Relations And
Practitioner’s Playbook
How To Do It Better!
[for the New York School PR Association]
M. Larry Litwin, APR, Fellow PRSA
© 2012
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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.”
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You Talk – We Listen
Hearing vs. Listening
There is a reason why we have two ears and
one mouth – we must listen twice as
much as we speak.
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2. Public Communication Strategic Message
• Public communication is at the heart of our economy,
society and politics. Studios use it to promote their Commercial Persuasion
films. Politicians use it to get elected. Businesses use
it to burnish their image. Advocates use it to promote Or
social causes. Public Relations
• It is a field built on ideas and images, persuasion and
information, strategy and tactics. No policy or product
can succeed without a smart (strategic) message “The establishing of reciprocal
targeted to the right audience in creative and understanding between an individual
innovative ways at the ideal time using the proper
channel. The ability to communicate this way – to and a group.”
communicate strategically – is what Public Edward Bernays
Communication is all about.
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Ivy Ledbetter Lee’s
In the beginning…
Public Relations Principles
1. Tell the truth
2. Provide accurate facts
3. Give the public relations director
access to top management so that
he/she can influence decisions
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PR’s calling… Campaign
A premeditated act
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3. PR Plan/Roadmap
• Goal Superior tactics cannot
• Objectives overcome a bad
• Strategies
(business) strategy.
• Tactics
• Tools
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Questions to answer…
…enroute to a successful campaign:
No Planning = No Plan =
No Hope
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Carville and Matalin Phase One
• Simple • Plan the campaign
– Learn the laws
• Relevance – Research
– Target audience
– Voter registration
• Repetition
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4. Phase Two Phase Three
• Information campaign • Endorsements
– Community education • Sophisticated publications
– Face-to-face • Buttons
– Speakers bureau
• Bumper stickers
– Key communicators
• Canvassing
• Phone calls
• Emails
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Why campaigns fail Fraser Seitel says…
• Voters generally uninformed • “Our fundamental role in PR is to defend and
promote and enhance and sustain the
• Two types of audiences –
reputation of our organizations.”
passive/active
• Lack of optimism • “Our job in PR is to help ensure that that
• Poor GOTV effort objective is achieved…through proper
performance – effectively communicated.”
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Managing Public Opinion How are Bottom Lines Achieved?
Public relations practitioners…
– Assess public opinion
– Influence public opinion
???
It is our responsibility to MANAGE
public opinion!
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5. Media Life Changer No. 1… Reaching the Desired Outcome
• Attitude
A powerful example of • Opinion
algorithms and pixels
thanks to CBS News. Education > Knowledge >
http://www.cbsnews.com/8301-3445_162-57376133/how-the-revolution-became-
Attitude > Behavioral Change >
digitized/?tag=contentBody;cbsCarousel
Output = Desired Outcome
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PR Practitioners are… ABCs of Strategic Communication
• Anticipate
• Be Prepared
• Communicate Clearly, Concisely,
Strategic Advisors Consistently, Calculatingly,
Completely (Specifically and Simply)
Open, Honest, Thorough, Valid
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7. Inline (1-2-1) Attachment
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1-2-1 campaigns DO work Public Relations is Synergy
http://www.businessinsider.com/check-
out-this-60-million-high-school-football-
stadium-in-allen-texas-2010-4
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Two-Way Communication Model
Sender>>>Message>>>Receiver
^ V
^ Noise V
^ Noise V
^ Noise V
^ V
^ <<<<<<<<Feedback<<<<<<< V
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8. MAC Triad Plus MAC Triad Plus cont.
M • Informization
– Disseminating information (message) to
target audience through the proper channel
+P+T at the best possible time.
A C
M=Message A=Audience C=Channel
P=Purpose T=Timing
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Cracked Egg Model Synergy
The whole is greater than
the sum of its parts
or
The whole works better than
any one of its parts.
[To achieve our goal, we should
achieve synergy.]
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Public Relations is Synergy Persuasion Pointers
• Know your audience
• Know what you can accomplish
• Anticipate objections/dispel them
• Establish mutual goals/a common ground
• Give options/choices
• Be clear
• Be familiar
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9. Persuasion cont. Three-Step vs. Two-Step Flow
• Use problem/solution format Three-Step Flow Two-Step Flow
• Stress rewards/benefits 1. Credible endorser* 1. Mass-media
• Control the tone 2. Key communicator message carrier
• Clinch your argument 3. (Targeted) publics 2. (Targeted) publics
• Ask for what you want
• Leave (impression) something to
remember *Source credibility
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Three-Step vs. Two-Step vs.
Third Party Endorser
One-Step Flow
• Endorsement = Someone who says it.
One-Step Flow – One-to-One
• Testimonial = Someone who lives it.
1. From organization directly to
(Targeted) publics [Know the difference]
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7 C’s of Communication Persuade vs. Convince
• Credibility • Persuade
– Change of mind or attitude (for a short time)
• Context – When you persuade someone, you get them to act
• Content without convincing them
• Clarity • Convince
• Continuity and Consistency – Change of heart and mind (long term)
– When you convince someone, you actually get
• Channels them to believe something else
• Capability
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10. Questions ???
M. Larry Litwin, APR, Fellow PRSA
larry@larrylitwin.com
www.larrylitwin.com
© 2012
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