Reactive Approach In response to unfavorable opinion or behavior. To change an existing perception from a negative to a positive. Ex: low awareness of.

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Presentation transcript:

Reactive Approach In response to unfavorable opinion or behavior. To change an existing perception from a negative to a positive. Ex: low awareness of agency, services, poor agency image and reputation.

Proactive Approach In response to an opportunity to develop a favorable influence, opinion or image. To create and shape a positive opinion. To reinforce an existing positive perception. Ex: positive feelings on vets, positive image of programs/agency.

Goal Statements Developing clear goal statements is the single most important element in a PR process. A good goal statement should state the desired outcomes of your efforts. To develop goal statements - describe the intended action and a verifiable result.

Developing a Theme The first component of a PR strategy is creating a theme and message that captures the scope of the program. The best themes are short. Slogans no more than five words long have the greatest impact.

Developing a Theme Catchy and memorable themes with a creative flair are the most effective. Use type, colors, font settings, shapes and patterns that are consistent with your message.

Company Slogans  Plumber: “We repair what your husband fixed.”  On the trucks of a local plumbing company: “Don't sleep with a drip - call your plumber.”  At a tire shop: “Invite us to your next blowout.”  On a taxidermist's window: “We really know our stuff.”

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Special Events Has the potential to make your program newsworthy, interesting and effective. Consider sponsoring a special event to go along with the program’s central theme and message. Make sure to work with substance that can be taken seriously and holds public interest. Not fluff.