MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_01C5F379.81451DB0" This document is a Single File Web Page, also known as a Web Archive file. If you are seeing this message, your browser or editor doesn't support Web Archive files. Please download a browser that supports Web Archive, such as Microsoft Internet Explorer. ------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19

This presentation contains content that your browser may not be able to = show properly. This presentation was optimized for more recent versions of Micro= soft Internet Explorer.

If you would like to proceed anyway, click here.

 ------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/master06.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii"
Click to edit Master title style
Click to edit Master text styles
Second level
Third level
Fourth level
Fifth level
‹date/time›=
‹footer›
‹#›
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/master06.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/preview.wmf Content-Transfer-Encoding: base64 Content-Type: image/x-wmf AQAJAAADCgYAAAYASgAAAAAABAAAAAMBCAAFAAAACwIAAAAABQAAAAwCeQChAAMAAAAeAAcAAAD8 AgAA////AAAABAAAAC0BAAAIAAAA+gIFAAAAAAD///8ABAAAAC0BAQAOAAAAJAMFAP///////3gA oAB4AKAA////////CAAAAPoCAAAAAAAAAAAAAAQAAAAtAQIABAAAAC0BAAAEAAAAJwH//wMAAAAe AAcAAAD8AgAAmcyZAAAABAAAAC0BAwAEAAAALQEBAA4AAAAkAwUA////////eABQAHgAUAD///// //8EAAAALQECAAQAAAAtAQAABAAAACcB//8EAAAA8AEDAAMAAAAeAAcAAAD8AgAA////AAAABAAA AC0BAwAEAAAABgEBAAQAAAAtAQEASgAAACQDIwAcABEAGQARABYAEgATABQAEAAWAA4AGAANABsA DAAeAAwAIgAMACUADQAoAA4AKwAQAC0AEwAvABYAMQAZADIAHAAyAFYAMgBZADIAXAAxAF8ALwBh AC0AYwArAGUAKABmACUAZgAiAGYAHgBlABsAYwAYAGEAFgBfABQAXAASAFkAEQBWABEAHAARAAQA AAAtAQIABAAAAAYBAQAEAAAALQEAAAQAAAAnAf//BAAAAPABAwADAAAAHgAHAAAA/AIAAAAzZgAA AAQAAAAtAQMABAAAAAYBAQAEAAAALQEBABYAAAAkAwkAkABVAJAAVQCQAFsAkABbAD8AWwA/AFsA PwBVAD8AVQCQAFUABAAAAC0BAgAEAAAABgEBAAQAAAAtAQAABAAAACcB//8DAAAAHgAEAAAALQED AAQAAAAGAQEABAAAAC0BAQAcAAAAJAMMAJIAVQCTAFUAlABWAJQAVwCUAFgAlABZAJQAWgCTAFsA kgBbAJAAWwCQAFUAkgBVAAQAAAAtAQIABAAAAAYBAQAEAAAALQEAAAQAAAAnAf//HAAAAPsC+P8A AAAAAAC8AgAAAAAAQAAAQXJpYWwAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAEAAAALQEEAAQA AAAuARgABAAAAAIBAQAFAAAACQIAM2YCFgAAADIKIABAAAoAAABDaGFwdGVyIDE5BgAFAAQABQAD AAQAAwACAAQABAAEAAAALgEAABwAAAD7AhAABwAAAAAAvAIAAAAAAQICIlN5c3RlbQAAAAAAAAAA AAAYAAAAAgAAALihFwDkBAAABAAAAC0BBQAEAAAA8AEEABwAAAD7Avz/AAAAAAAAvAIAAAAAAEAA AEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAABAAAAC0BBAAEAAAALgEYAAQAAAACAQEA BQAAAAkCADNmAisAAAAyCiUANwAYAAAAUHJlc2VudGVkIGJ5IFJhbmR5IEdhZGRvAwACAAIAAgAD AAIAAgACAAMAAQADAAIAAQAEAAMAAgADAAIAAQAEAAMAAgADAAIABAAAAC4BAAAEAAAALQEFAAQA AADwAQQAHAAAAPsC/P8AAAAAAAC8AgAAAAAAQAAAQXJpYWwAAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAEAAAALQEEAAQAAAAuARgABAAAAAIBAQAFAAAACQIAM2YCFQAAADIKKgBIAAkAAABQQURN IDcwNDA5AwADAAMAAwACAAIAAwACAAIABAAAAC4BAAAEAAAALQEFAAQAAADwAQQAHAAAAPsC+v8A AAAAAACQAQAAAAAAQAAAQXJpYWwAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAEAAAALQEEAAQA AAAuARgABAAAAAIBAQAFAAAACQIAZmYCKAAAADIKSABTABYAAABNYW5hZ2luZyBQdWJsaWMgTWVk aWEgBQADAAQAAwADAAIAAwADAAIABQADAAQAAQABAAMAAgAFAAQAAwACAAMAAgAEAAAALgEAAAQA AAAtAQUABAAAAPABBAAcAAAA+wL6/wAAAAAAAJABAAAAAABAAABBcmlhbAAAAAAAAAAAAAAAAAAA AAAAAAAAAAAAAAAAAAQAAAAtAQQABAAAAC4BGAAEAAAAAgEBAAUAAAAJAgBmZgIkAAAAMgpRAFMA EwAAAGFuZCBQdWJsaWMgQWR2b2NhY3lpAwADAAMAAgAFAAMABAABAAEAAwACAAQABAADAAMABAAD AAMAAwAEAAAALgEAAAQAAAAtAQUABAAAAPABBAAcAAAA+wL8/wAAAAAAAJABAAAAAABAAABBcmlh bAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAQAAAAtAQQABAAAAC4BGAAEAAAAAgEBAAUAAAAJ AgAzZgIlAAAAMgpgAFgAFAAAAE5vdGU6IEkgd2lsbCBpbnNlcnQgAwACAAEAAgABAAEAAQABAAMA AQABAAEAAQABAAIAAgACAAEAAQACAAQAAAAuAQAABAAAAC0BBQAEAAAA8AEEABwAAAD7Avz/AAAA AAAAkAEAAAAAAEAAAEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAABAAAAC0BBAAEAAAA LgEYAAQAAAACAQEABQAAAAkCADNmAgkAAAAyCmAAdgABAAAAk1MBAAQAAAAuAQAABAAAAC0BBQAE AAAA8AEEABwAAAD7Avz/AAAAAAAAkAEAAAAAAEAAAEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAABAAAAC0BBAAEAAAALgEYAAQAAAACAQEABQAAAAkCADNmAg8AAAAyCmAAdwAFAAAAR2Fk ZG8gAwACAAMAAgACAAQAAAAuAQAABAAAAC0BBQAEAAAA8AEEABwAAAD7Avz/AAAAAAAAkAEAAAAA AEAAAEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAABAAAAC0BBAAEAAAALgEYAAQAAAAC AQEABQAAAAkCADNmAgkAAAAyCmAAgwABAAAAlFMBAAQAAAAuAQAABAAAAC0BBQAEAAAA8AEEABwA AAD7Avz/AAAAAAAAkAEAAAAAAEAAAEFyaWFsAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAABAAA AC0BBAAEAAAALgEYAAQAAAACAQEABQAAAAkCADNmAhMAAAAyCmAAhQAIAAAAd2hlcmUgSSADAAMA AgABAAIAAQABAAIABAAAAC4BAAAEAAAALQEFAAQAAADwAQQAHAAAAPsC/P8AAAAAAACQAQAAAAAA QAAAQXJpYWwAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAEAAAALQEEAAQAAAAuARgABAAAAAIB AQAFAAAACQIAM2YCMQAAADIKZQBYABwAAABtYWtlIGEgcG9pbnQgYmFzZWQgb24gbXkgMjAgAwAC AAIAAgABAAIAAQADAAIAAQACAAEAAQACAAIAAwACAAIAAQACAAMAAQADAAIAAQACAAMAAgAEAAAA LgEAAAQAAAAtAQUABAAAAPABBAAcAAAA+wL8/wAAAAAAAJABAAAAAABAAABBcmlhbAAAAAAAAAAA AAAAAAAAAAAAAAAAAAAAAAAAAAQAAAAtAQQABAAAAC4BGAAEAAAAAgEBAAUAAAAJAgAzZgIzAAAA MgpqAFgAHQAAAHllYXJzIGV4cGVyaWVuY2UgYXMgYSBNYXJpbmUgAAIAAgACAAEAAgABAAIAAgAD AAIAAQABAAIAAgACAAMAAQACAAIAAQACAAIAAwACAAEAAQACAAMAAgAEAAAALgEAAAQAAAAtAQUA BAAAAPABBAAcAAAA+wL8/wAAAAAAAJABAAAAAABAAABBcmlhbAAAAAAAAAAAAAAAAAAAAAAAAAAA AAAAAAAAAAQAAAAtAQQABAAAAC4BGAAEAAAAAgEBAAUAAAAJAgAzZgI5AAAAMgpuAFgAIQAAAENv cnBzIHB1YmxpYyBhZmZhaXJzIHByYWN0aXRpb25lcv8DAAIAAQACAAIAAQACAAIAAgABAAEAAgAC AAIAAQABAAIAAQABAAIAAgACAAEAAgACAAEAAQABAAEAAwACAAIAAQAEAAAALgEAAAQAAAAtAQUA BAAAAPABBAADAAAAAAA= ------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/master07.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii"
Click to edit Master subtitle styl= e
= ‹date/time›
‹footer›
‹#›
Click to edit Master title style ------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/master07.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/pres.xml Content-Transfer-Encoding: quoted-printable Content-Type: text/xml; charset="utf-8" ------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0001.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Chapter 19
Presented by Randy Gaddo
PADM 7040
Managing Public Media
and Public Advocacy
Note: I will insert “Gaddo” where I make a point based on my 20 years experience as a Marine = Corps public affairs practitioner
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/master07_image001.gif Content-Transfer-Encoding: base64 Content-Type: image/gif R0lGODlhWAGSAXcAMSH+GlNvZnR3YXJlOiBNaWNyb3NvZnQgT2ZmaWNlACH5BAEAAAAALAAAAABX AZABgQAAAJnMmf///wECAwL/jI+py+0Po5y02ouzlqD7D4biSJZmuaXqyrbuC6fnTNd2GOf6zve+ dgsKh52f8YhMKi3EphO1jEqnVNjzigVUt9yud5ENE7/ksvkoTt/O7LZbpY7P3vS6vSHPk+78/lsP COI3SOgVeKhVqLiohBjICBnJ4wgoaXnJQqmHydnJpCnnKTqKBxpHippqepra6rmq5iqLCZs2extZ K4bLq6gb1hvs95slbGxHjHW87JZ8xQxt5vwUXW043WStXYWdvf291D0GTo4mLlSe7nOOru6ewx70 Pv8Sv0aPD2dfk98PtE/Dn8BPAE8MPMihoEGEDEsphNIwIoKHJiRaNEAR4sWG/xn3bIzYccRHkCFx jGRY0uTJgykFrWTZ0sNLmDETzfRXs8hNnDl38qzps19Om0HnDS2K7yhSoz2XvlPqVB3UqOWmUgVn 9eq2rJcEeP0KNqzYsWTLmj2LNq3atWzbun3rVhcmuHTr2r2LN6/evV5BSeILOLDgwYQLC0DEyLDi xYwbO65EyLHkyZQr080zyLLmzZw7s7rTObTo0Yx3gSaNOrXqu8DqrH4NO3ZaZW9k276N+5kb3Lx7 v3ay27fw4aG9mSGOPLnlcWWUO3/euB0Z6NSrD5Y33br27XjveeEOPvxbG1/Emz+Pll8X9Ozbhw3I xb389vCrzL+Pfs4W/PzFL/+k0l+A4FUEoIAGaqfREgcuWF2CSjAI4XMeRRFhhcqJJIWFGg6HoYIb ftibCBmCSKJtInpYYoqwqZSEii6uxuIRL86Ymkst0ohjcR88mGOPnO14o49CUgakjEMeKVmRRiDJ ZHQ6GdlklITJBKWUVgJG5ZJXbsnXkz9wCWZeXvoQZpl1jcmDmWqOR1QPa77JVptpwknnWXLuUGee ZN2pg55+gsVnDn8OGigMgxKq5aF6FvqCon4y6oKjfiYqKZ2UVvrmpZiqqemmZXbqKZighrrlqKRK CWkLp5qZKgurltmqq69yGesKs9Ja5a1R1qqCrlfymoKvVgK7gbC7ElussUj/ojmnskMyi6ezzyKr gbRCZmmqtSRi+6W2OHLbrbcuKpmtuBWSG66526Kbrrob2oiEu+uCW668/cWYq70M4puvvgKeiKK/ BwIcsMD3EsyjwQcjnLDC9004osPyOdiwxPlRXLHF/mGcscbb/WefxwOCXKDICOoXn8kN1peyys6R V57LF6oXs8zCYZedzbxJl7POsg3Rhs+xMXeG0DASXbTRo1FDh9KeMd2005UVc5rUTtLGh9WK2ZKZ 1oF91rXX3YWSmNhsbhKJ2Wo5wona7/lFitS/aFVVU3R/w9Xd0OSt9zJ8923M34AHI/jgvBRu+C2I Jy7L4oy34vjjqEQu+SiU/1f+it2Y93L55rRo7rnioIfe+OikQ2766ZOnrrrlrLeeOVCwu9L57IXU bvsguOfex+683+H773UEL/wfrxfPCPHIs6H88tIc7zwhzUf/xfTUd2H99Vtkrz0V3HcvxffghwP9 +HSIbz4S6KdvxPrsr1P++2e4L/8O9NcPT/z4V6///tj377/tATCA3hsgAcNnwAOST3YKbMP9GiiD BELQHAycYBkeaEEMYDCDBIkJBy8owQ/aL4QizF8FS8gNEqKwHipcYQs26EIHwDCGDJghDRVgwxtO pIU6/McJe0hBDwKxETwcYgdbYsQk5BCIS+xhE3X4xBtGkYZTjGEVXXjFFf9mEYVbLGEXRfjFD4aR g2PMYBkteMYJphGCa2xgGxX4xgPGkYBzDGAd/XfH/eURf3usXx/l98f3BZJ9g0xfIc13yPElEnyL 7F4jtffI60WSepOMXiWdd8nlZRJ5myxeJ4X3yd+FknejzF0pbXfK2aUSdqtsXStV98rTxZJ0swxd LT13y83lEnO7rFwvJffLxwWTccNMXDENd8zBJRNwy+xbM/X2zLtFk27T1Eo1r3JNqmQzKtt0SjeX 8k2khLMo4wxKOX1yzp2k8ybrnEk7X/LOlcTzJPMcST0/cs+N5PMi+7RIPyXyT5L8MImTKCJBEzLQ g5pQiArtQUA5YtCGyjC3ohKtIUUrisOLYnSHCd3oCh6KEo16NAAgRUhJacLQkbrgpANhqUBc+pOU qjQTIvUoTIVS043eNB87TUpOMdpTegSVKR2daQaG+pSfVhSp7mCqVJQqUaemQ6p1K6pRL0BVcmQV K1Bt6Fbx1lWFfnUrYT3oWLVxVmuktRprjUZb91ZWgr6VGXP1W1yTWNdj5DVwdzXiXoXxV8L1dYiB 5dxgmXhYJyYWiouVYmOp+FgrRhaLk9ViTgoAADs= ------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/master07_image002.gif Content-Transfer-Encoding: base64 Content-Type: image/gif R0lGODlhHgEUAHcAMSH+GlNvZnR3YXJlOiBNaWNyb3NvZnQgT2ZmaWNlACH5BAEAAAAALAAAAAAd ARMAgAAAAAAzZgJnjI+py+0Po5y02ouz3gf4z4XiSJbmiZYfkLbuC8eyCc72jef66O3+DwzmWMKi 8Yi0EJPMprO4fEqn1Kr1is1qt9yu9wsOi8fksvnsjaLXbJK6DY8r5fR6pGfP6w21vT++8ie4tuJR AAA7 ------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0002.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
“Earned Media”
lDefined as any form of communication
–not under control of the non-profit
–which the non-profit must work to earn coverage
lAlso known in some marketing circles as “guerilla marketing” (see “Guerilla Marketing: Secrets for Making Big Profits for Your Small Business̶= 1; by Jay Conrad Levinso= n) (Gaddo)
lEssentially, take advantage of all “free” opportunities <= /span>to promote organization’s objectives (Gaddo)=
–Nothing = is free – takes lots of work and preparation to do it correctly, but generally the monetary output is lo= w
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/master06_image003.gif Content-Transfer-Encoding: base64 Content-Type: image/gif R0lGODlhvwGSAXcAMSH+GlNvZnR3YXJlOiBNaWNyb3NvZnQgT2ZmaWNlACH5BAEAAAAALAAAAAC9 AZABgQAAAAAzZpnMmQECAwL/lI+py+0Po5y0Wgqy3rz7D4biSJbmiabqyrbcBcfyTNf24ub6zvf+ DzTdhsSi8egIKpfMpvNJQkqn1CoEis1qt1yQ9QsOE7vksvnsEqvX7Aj6DY/D2/R6W47P65v2vr+6 Fyg4uPJneDhEqLjIuIH4CHnROEmpF3mJmVS5yVmW+Qkq0DlKChV6GlmquvqD6nrIGivL8lrbN4ub O2LLe6f7C5zROywWbJxLnGx1zByr/CzVLF0KXV00jc1pvW2T7T3JHS7zTa4ofm5Rrh6I3i6xDo/n Pq8Zb39Gn69wz++p/y+qn0AtAP8NPGiqYD6EDJkoXNgwYquH8yRa5EGx4sWN/y0yuuMIUoXHdiFL Chl5zqRKEShTrnzZoaU4mDQ1yAxXs+ZNbjlp7tzWE+ZPa0FfDq1WdOVRaElVLn3W1ORTZVFLIqqK VaKhrFwb/ukK9uCtsGT72SmL9t7ZtGzV1WkLlxyduHSzza2Ll5mvvHyB7e0LeBabwIQFrymMeNXg xIw7LW4MGdzhyJQXPa6Mec/kzJzzbO4M+s3n0KTJjC6NOsvp1Kz5qGkN+8nq2LQxvq6N28fs3LxT 7O4NPMrt4MRP/C6O3NHw5Mw9HG9e/Dn04NKn965uPTf27LW3c4/t/Xvr8OJTky9f+jz60OrXd27v PjP8+JXn049s/37j/PoT8//vX9h/AAYm4IB9FWhgXggmWNeCDMbl4INtRShhWhRWWNaFGIal4YZd dehhViCGWNWIJDZl4olFpahiTyy2qNNyMOIn44z71WijfzjmGOCOPBLo448HBimkgkQW2eAFASzJ ZJNOPglllFJOSWWVVl6JZZZabslll15+CWaYYo5JZplcWmBmmmquyWabbr4JZ5xyzmllBXTeiWee eu7JZ59+gknBn4IOSmihhh6KaAATJMpoo44+CmmkTEogaaWWXopppmNSqmmnnn4KqqSchkpqqaae KmcEqK7Kaquuaqnqq7LOSiuqo9aKa666Pnrrrr7+CqyevQZLbLHGlrnoscr/LsssloE2C2200Nop bbXWAqvktdpu+2oM3H4LbqgvIsnRuOReZO65Wh2pLlvptsvQu/CKxe68ZMlrr1n15vvhvvyK6O+/ JQYsMIoEF7ziwQi7qPDCMRbjsIUNR2zUxBQ7ZfHFVmWsMUj4djzNxyA3I/LIx5RscjAop/zLyiwj w/HL8cYsM70Q15zwzTgzrPPOD4fhc1AuB00NzUTHM/TRjhmttFtMNy3X01B7k/TUkvVsdblSZy1N 1Vybs/XXJ4cttspkl93y2WjDjPXaCHnttmdqx+3M3HQrZvfdRbett1p5970034DDA/fgZhRuuGl/ J3410Iz7LfjjVC8uOdiR/1ceMuWYC4L45rJp7rkloIcuz+ikx9H56UqkrjoQrLeum+mwHy777Ipf brthuOde9+684+3773s7LrxftRefUPDIa3P88q4p7zwlr0dvXPPUBzH99cJBr73lxHevSvbge2H9 +DuIb35M5aefxvrs0+L++yLFLz8K6Nd/v/z5v78/+/2n/z/zBXB8AwRfAbt3QO0l8HoLpF4Do/dA 50VweRNEXgWLd0HhZfB3G+RdB3P3QduFcHYjhF0JW3dC1aXwdCskXQtD90LPxXBzM8RcDSt3Q8nl 8HE7ZFwPE/dDwwVxcEMEXBH7dkS9JfFuS6RbE+P2RLdFcW1TRFsVy3ZFsf9l8Wtb5FoXs/ZFq4Vx amOEWhmbdkalpfFoayRaG4P2Rp/FcWdzxFkda3ZHmeXxZXtkWR9T9keTBXJkgwRZITt2SI0l8mKL pFgjI/ZIh0VyYZNEWCULdkmBZfJfm+RXJ/P1SXuFcl6jhFcp23VKdaXyXKskVyuR9MoixVJIs/xR LXl0yxzl0ka7nFEvYfTLFgVTRcM8UTFJdMwQJdNDy9xQMzH0zApFU0LTfFA1GXTNBGXTQNscUDcB 9M3+hFM/47xPOelzzvik0z3rXE870fPO8sRTPPP8Tj25c8/s5NM6+5xOP6Hzz+YElDkDTU5BkXPQ 6NCvfifhHkPnsNCH7iJkohINQUKJc1HqULSiH8gocDx6nY1yVH0OHentvmdSzok0pcJYKUtByhuY aselKZUpbmzaHZqaFKe04Sl4dDpSn8JGqOMBKkeJyhqkmseoFVUqapyaHqZKFKqkoSp7pPpQq4Km AAA7 ------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0003.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Earned Media
lExamples
–Articles in local/regional/nation/int’nation= al media
lThrough news release or let their reporters cover
–Writing op/ed or commentary articles
–Appearances on talk shows
–Presentations to civic/social groups
–Participation in community events
–
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0004.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Earned Media
lBest done by trained, experienced public relations manager
–(Gaddo) unqualified attempts can backfire and do harm rather than good for organization
lTraditional vs modern role of PR in non-profit environment
–Role changing from protecting and enhancing organization’s image to one of advocacy&#= 13;
–
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0005.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Traditional Public Relations
lLooks for opportunities to get “good” stories about organization in media
lHandles media during crisis
lCan be given high, medium or low priority in organization, depending on corporate attitude =
–PR perso= n can be on VP level to help influence policy, or lower management level to carry out policy
–(Gaddo) = VP level is best in most cases!  It is much better to incorp= orate PR tactics into operational policy rather than having to react to policy that may not be conduciv= e to effective public relations
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0006.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Traditional Public Relations
lPublic Relations vis-à-vis Marketing
–T= here are subtle yet distinct differences that can lead to acrimony if not properly handled by non-profit manager
lPR communicates, while marketing promotes
lPR infl= uences attitudes/awareness; marketing influences specific behaviors
lPR does= not define goals of organization; marketing is involved in that process
–(= Gaddo) PR should reflect goals/character of the organization and in a perfect world will be involved in their definition as well
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0007.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Public Relations vis-à-vis Marketing
l(Gaddo) Public Relations and Marketing are really parallel functions within an organization, and sho= uld be treated as “combined arms” in the Non-Profit Manager’s arsenal
–Attempts= to separate the two are artificial and territorial: it is up to the non-profit manager to ensure the two wor= k together toward a common goal of furthering the ne= eds of the organization&#= 13;
–Putting = one person in charge of both functions creates a dynamic operation that streamlines communication a= nd enhances the ability to influence behavior
–Ultimate= ly, non-profit managers must see themselves as the primary “PR and Marketing” person for organization
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0008.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Traditional Public Relations
lLong range PR planning (in consonance with organization’s plan) essential to success
–Makes organization proactive rather than reactive&= #13;
–Can avoid crisis rather than react to it
lMust ID relevant publics or audiences
–Primary, secondary, tertiary
–Measure their images and attitudes through surveys, discussions
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0009.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Traditional Public Relations
lEstablish image and attitude goals for key publics
–Developing a scale and placing various publics into it enables a manage= r to determine a priority system upon which to base decisions= on allocation of PR resources
–Can set measurable goals for key publi= cs in order to measure success, plan future campaigns
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0010.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Traditional Public Relations
lDevelop cost-effective strategy
–M= easures to address key publics using PR techniques can be low or no cost other than staff time
–PR Manager must first and foremost establish credi= bility with publics <= /span>
lNews med= ia, civic and community groups, community government
lMake the organization approachable; have open hous= es, media days
lThis is long term strategy and takes time to implement
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0011.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Traditional Public Relations
lVarious forms of communication tools are available for PR manager to use
–Written material (news releases, point papers, backgrounders, flyers, handbooks, annual report)
–Audiovisual material (films, videos, cd’s)
–“Branding” materials w/organizational logo
–     (t-shirts, hats, coffee mugs, stationary)
–News: bring reporters in to cover events or issues first-hand; this will assure that the stories will run
–
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0012.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Traditional Public Relations
lVarious forms of communication tools are available for PR manager to use
–Intervie= ws, speeches (not only by PR but by key members of non-profit board, staff or volunteers
–PSA̵= 7;s: public service announcements
–Special Events
lAs book suggests, non-profit can plan its own special event
l(Gaddo) Or, can piggy back on an already popular event = (called fusion marketing)
–Example: national heart foundation could partner with local World gym that is hosting a 5K run
–Web site= : need promotional material to get people to go to the web site; keep it fresh; talented webmaster vi= tal
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0014.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
PR in the Public Advocacy Role
lRecent realization that PR professionals can play major role in changing behavior of publics
–D= ifferentiate between changing individual action to changing institutional factors that lead to actions
–Expanded role for PR specialists is termed “non-profit public advocacy”
l(Gaddo)= This role can be dangerous for PR person to take on – can lose credibility as being an objective <= span style=3D'position:absolute;top:77.25%;left:13.85%;width:78.46%;height:5.25= %'>insider and be seen as “company flak”<= /span>
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0015.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
     Tools and Tacti= cs for Non-profit Public Advocate
lReframing the iss= ues; state issues in terms advantageous to organization
<= span class=3DBB style=3D'position:absolute;left:-4.77%;top:.3em'>lConduc= ting public education
<= span class=3DBB style=3D'position:absolute;left:-4.77%;top:.3em'>lEncour= aging media advocacy
lCreati= ng “pseudo events” such as press conferences, panel discussions, ribbon cuttings
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/slide0016.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Chapter 19
Tools and Tactics for Non-profit Public Advocate
<= span class=3DBB style=3D'position:absolute;left:-4.76%;top:.3em'>lProduc= ing influential books on subject
lEnlist= help of entertainment media (a.k.a. get on Oprah show) lLobbyi= ng, working through the educational system, using fax and Web=
------=_NextPart_01C5F379.81451DB0 Content-Location: file:///C:/EE89BA59/Chapter-19_files/master01.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii"