Creating Strategic Partnerships Andraesen Ch. 10
Other publics Commercial sector distributors Research agencies Public agencies (health agencies) Media Retailers Funders Volunteers Paid staff Other non-profits Corporations Health clinics
Why do they matter? Health clinic workers must treat patients well Staff and volunteers must be willing to address difficult partners, network Pharmacies must stock condoms Newspapers have to write articles Radio and TV stations must agree to air PSAs Community leaders need to refer people, recommend behavior Corporations need to let you put posters up at workplace….
How do you get cooperation? Increase positive consequences Decreased perceived costs Bring social pressure to bear Make sure target feels confident that the goal can be accomplished
Commercial sector: benefits Increase sales Increase profit through enhanced reputation PR effects of do-gooder Increase personal well-being New partnerships or opportunities (e.g., Ad Council enlisted private agencies in PSAs) Skill-building Is the commercial partner aware of opportunity to partner? If so, they are in contemplation stage…
Commercial sector: barriers Public sector price (e.g. for pharmaceuticals selling condoms in 3d world) Cost Public scrutiny/controversy Working with unprofessionals
Social pressure Government involvement Way to differentiate from competitors Show market interest (e.g., Porter-Novelli)
Increased behavioral control Build perception of involvement and control over creative & managerial process
Media involvement Coverage can make or break a campaign Be customer-centered (no hard sell!) Emphasize positive consequences to journalists Fit their mission Appeal to customers Easy (set up photo shoots, etc.) Meet deadlines Minimize costs of coverage Social pressure Show other media involved or public figures
Involve other publics Volunteers Find ways to make job attractive Need to be treated like permanent staff Training Workplace owners/mgrs Employees are receptive Healthier workers stay on job longer Communities & families Customer-driven approach can work with groups too Social pressure will be most effective