1. 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.

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.”

7. CAN YOU IDENTIFY THE COMPANY? SYMBOLS

17. CAN YOU IDENTIFY THE COMPANY? SLOGANS

18. BE ALL YOU CAN BE THEY’RE MAGICALLY DELICIOUS BEHOLD THE POWER OF CHEESE THEY’RE GREAT!!!!

19. DON'T LEAVE HOME WITHOUT IT FLY THE FRIENDLY SKIES HAVE IT YOUR WAY WE LOVE TO FLY AND IT SHOWS YOUR IN GOOD HANDS

20. 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.