StrategicCommunicationsforPRSocialMediaandMarketing7thEdition.pdf

FOR PR, SOCIAL MEDIA AND MARKETINCi

FOR PR, SOCIAL MEDIA AND MARlRph D. Ogden. and Chri1to pher E. Wllaan

ISBN 978+5249•8314•7

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CONTENTS
• • • • • • • • • •

Chilpter 1

Prefxe

Aclmowledgmrnll

About the authon

TIE IEUTIIHIIP·IIILDING lPPllCI
TD CIIIIIHIClTIINI
LfAllNINCi IMPERATIVES

xv

xvii

xix

1

3

Most trusted groups 4

An Integrated appr<>Dllh 7

Tlpl fton1 th• pros; Stratt1lc commun!n t loM I

WMAT-5 lt”tUMl,,, IU ITll&TUIC” I

THl Hltfl~T W ~ATIMIS
Ar;;i PR f’t::ilCTIOlll ~ ell~H 9

Rlt1’£TM. flllllDI 10

~ IKLAl ::s+wPI WllM f’WLKS 11

f-1 can T~ 12

TWI ITIIATl1’M: ~&TMMIII f;WI.TIU: 14

Wli&MAII’ 15

r. rsr1
l · Sttp Stntetlc CommunlcatloM Matrbt

– t IO ..,

17

11

20

NI

tw COJfflUl’TI

Ch~ptu 2

Ch~ptar 3

PIILIC INfllllATIII UI
PEISUlllVE CIIIIIHICAJIOI
LEARNING IMPERATIVES

I” !’.lilt-

23

D

J4

Shapi113 atti~s to change behavior 2S

The, lnftUl’nce or mental shortcuts on behavior 17

Using bc.havior lo sqimc,nt publics ZI

r n
Opinion formation n
Tips from Ill• pr~: Shapin! public opinion ill

The p henomrnon or pera,ption JI

Opinion leaders lJ

Mcuuring public o pinion lJ

Using mus media t o inftuencc publics

Persuaai”” appeab
~ , _ A,1,.,f ••

Resean:b-based persuasion efforts

The elhlcs olpersu.uion

U:11ltll,H

fffl:Rff:CH

CIIIIIINICATIIIS IESEAICI MmHS
LEARNING IMPERATIVES

TIii

II

•
11

31

40

42

44

44

4S

47

47

41

NW.liaCN MI.T~ Alt!! f+lft IIWl!■6Jt’I’ It# fDlll..i 41

‘ 50

Orpnizational ,,,_rcl, 50

internet and llbnuy research 51

Extunal organizations 52

Media auearch SJ

Ch.ipter 4

FOctllgroups

Copy and product testing

Psydlographic studie5

Social media arualyt ia

r,.,, ho,., hop oi · Beyond Ulflphf” • re,

Sun,ey raearch and opinion sampling

“””” …… 0 …… (1-llff”‘”

~

UUW::151.S

Rffl:MWH Mm &09lf~~ tttAC:mS

STUTECICAUY APPLYING IES[HCI
HI HCIAL INIICHTS
lfAllNIHG IMPEllATIVES

St.–.lc Communkatl0fl1 Matrix:
llos.arch badllJOund, situation analysis and
a,n p,oblom/ opportunlty

M1tll1 appllod: Ros.arch bacq,….nd, lltuatlon

54

54

5′

5’

57

51

II

‘°
‘3

&4

,4

67

‘7

”
71

analysis and coro problom/ opportunlty n
St:ala,holdcr research 74

Identifying self-Interests T1

ldmtifying opinion lend..-n T1

,. “””
Tip• ftom tho p,o, Advlco fo1 tht
dnac1nt11c rTIUffl

Ch~pter8 MHHGU. STUUGIH ANI TACTICS 13!1
1J9

140

LEARNINC IMPERATIVES

•

Primary rneuages 140

Secondary nwossoges 14’1

Es..,,,IW facton Ml

Strat.,k Communications Matri x:
Action pbMI,. _ _.sa_.s, 11,11.,ies and beta Ml

Delh”Uing messages 143

I •

Informational venus motivational strategies

Tips from tho,,._ • MHUtin1 your m .. ,..,.

Choosing strategic channels

l

144

144

145

MS ,.
How channels help (oau your tactics 141

Declining importance of mass media channc,b 141

Nt!W technologies and the Internet 150

Citizen journalism and biogs 151

Social media and the way we connect 151

Tip• fro”‘ th• pt”1: Bu 1d1n, • su from thl p,o,.
Spendlnt yoL1r mo~•Y slraltgically

l~Mt’

llllilCJSH

RIRHtlCU ,._ AGe!limtM. HMM.Iii

IIIPLEIHUJIII UI
CDIIIIINICAJIIIS llNUEIIENT
LEARNIH!i IMPERATJV£5

1•

Stratqk CommunlcatlOfls Matrl•:
c-munlcatlon lmple1Mnt1Uon

Matrix applled: lmpl-ntatlon tuk 11st

Tlpt fro111 IM pros:
Movln1 from ,tann1n1 lo impl1mental on

QYAI.IT’fCWTIIOl

Mini- Ill.lb pa

Tips from 111• pros:
Ho,. lo m••’t• 1 .. 11,,a11d campai1ns

ON&Dmi

~~

ll(fllCISH

ltlffKC1iS a AatTMnAL KU»:t-5

:zoo
:zoo
Jll’I

Jll’I

203
ZDJ

ZDS

ZDI –‘1111
ZN

Zlll

J’IO

J’IJ

J’IJ

114

114

114

CIIIIIIIICAJIIIS IWIIEIIENT lNI EVllllJIII 211
LEARNING IMPERATIVES

E”-‘Lll>.-

Mdli ,_, ~ ~m am!
&lllffilnd(….-y

1’17

1’19

no

Chapter 13

I’

(

Stntetk Communkatlons Matrix:
Ev1IAtlon criteria and tool,

Matrix applied: Evalu1tlon criteria and tools

T””

Tips f,o,-, the pros, Musurln11od ~ …..ala

Adding evaluation tools to cll!endars and budgets

UIIKl1U

Kl’Cffii;:;tln .lllllANilf1on&.I. NADIM.I

CULTIVlTIH ANI PITCHIH NEW IHINEH
LEAANINC. IMPERATIVES

ll’ffHll”‘-1

De,’eloping a new bu1iness pitch

Tips from the pros: Findln£ no:., bu sinus

The RF’P proeoess

Parts or an RFP ru1ponae

Tip• ho,.. tho p,o,. A U r•t•tit rHpon1e to AFP1

Ql:l:Wl~:S WltHI l8 Fl?CIC ttfW tlU511:fS1

“‘ ,
Begin with some math

Evaluate your positio n

‘
Do your nekan:h

Carefully evll!uate

Mwit visulll

UltKtU!i

AEf’IAC!.cll MW ~noNM. tll.u.m5

COJfflUffl ••

2ll

m
223

224

225

22’

22,

221

227

229
221

230

2J1

2)1

232

233

234

234

231

237

231

231

2)1

2)1

2)1

241

241

242

242

d COKTllXTI

Ch.apter 14

Ch.apter 15

PIUEITAJIINI
LEARNINC. IMPERATIVES

245
:MS

:Ml

Selttting the appropriate type or pre5entatioo 246

Tip• frD,. tho pro,
0l&~o,..·nr pr•.untauon a”•l• tv :M7

Respecting )’OUr audience :Mt

~ ~

Using technology ZSI

“‘ 2SJ
UHIIC.11.U 2SJ

tl-lnMCU

ETIICI All PIIFEIIIOULIII
Lf:ARNINC. IMPERATIVES

A shifting lanchcape

f ICS

C

Organizational ethics

Codes oC ethics and proCessloonl standards

Pl!no11J1l ethics and deculon-maldng

Pl!nonal and proCuslonal development

Work habits and job performance

Persooal conduct

Human relations

Tip• froM lite pt••
Mow to pttfttVO your ,.punt lo•

Mint IMW1IIIT’I’

~Aft'(

!1((11£1’1H

Mnafl!CU Ac:2 MelTi=:u.t M,…;s

254

255
zss
ZS7

251

ZS,

no ., … …
2’S

ns
ns

-JS7 .,
.,
Z10

COJff&Hff …
Appendix A TIPS FIi JU PIOI 271

Appendix B SJUJECY IIIEFI 273

Appendix C PIFHIIIHL CHES IF EJIICI 297

CLIIIHY 323

INIEl 329

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PREFACE
• • • • • • • • • •

uch bu changed in the world 1ince'”‘ released the 6th edition of Strategic
Communicatiotu, Planning Cor Public Relations and Marlceling. l n revising

thia book for the hut l-dltlon. we llhined focua to account !or t he rise, of 10Cial me•
dia. including adding a chapter on that new c hannel for listening to our publics and
ddl~,,ring our me1aage1. We also strengthened our emphuis on c reativity, udding
the •big 1c1c,a• to lhe matrix. and'”‘ added a llhort chapter on responding t o rrqueala
!or propoaals. The remi0tu addreSRd the 11Cttlrrating rate of change digital mrdia
brought to communicatiotu and busineu in our society.

Now, I.he pace of that change iseYen faster. Social and dlgjtal meclliLbaveexploded
and ‘”! have a whole new generation of people who are unused to communicating
bce-to-f:ice; they do almost all of their commu nication on electronic devices. The
rapid advance oflecbnology h.u changed the landscape of communication and buai•
neu social media data from the prrvio111 edi-
tion. Here·, some of what you can expect to find.

All apdated aad l’ffilled Stntelir Co-..lcatiou Matrix.
• Focuses research, including stalteho.lder resean:h. on results that provide a

foundat ion for communication efforts.
• lndudes a strengthened “big idea” concept. detailing the process for creating

and using big idea
• Re-enginerrs the Communication section lo focus o n Implementing

camp:algru.

A ~Deel appNJKb to ec>-wlicatloa laplementatl-
…s ……..,_L
• FOCI.S