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Cards in this deck (19)
- 1Dynamic and Segmented Audiences sectionAge group (Youth, baby boomers, seniors)
Gender/ lifestyle (Women, LGBT, Religious)
Ethnicity (Hispanics, African Americans)
Global Audience - 2youth audience characteristics- Spend as much time interacting with people on the internet then in person
- Interaction will precede marriages and dating
- Will spend ten times more time online then they will with their parents
- More reserved in their social skills
- Will be more savvy and skeptical about people online
- Will not tolerate slow internet - 3baby boomer characteristics- Define themselves based on their profession
- Well educated and take pride in accomplishment
- Question authority and take a strong position on social matters
- Competitive especially when it comes to their career
- Great appreciation for leisure time - 4seniors characteristics- Less easily convinced and pay little attention to fads
- Vote in greater numbers. More into newspapers and magazine. Retire mentees watch a lot of TV
- Excellent source of volunteers for social organizations because they have the time
- Extremely health conscious
- Do a lot of gift buying and travel a lot - 5Matching the Audience with MediaPrint – Magazines, Newspapers
Radio and Video-
Television- Most emotional impact
Online Media-
Social Media - 6Is It Time for a News Release? (Four questions to ask)- What is the Key message?
- Who is the primary audience?
- What does the target audience gain from the product or services?
- What objective does the release serve? - 7Formatting difference for an online news release- Use a specific subject line
- 200 words or less in 5 short paragraphs
- Never send as an attachment
- Write like you have 10 seconds to make a point - 8The Inverted Pyramid (three reasons to use)- If the editor doesn’t find anything interesting in the first couple of lines it wont be used
- Editors cut stories from the bottom. The cut the original text by a lot.
- Readers don’t always read the full story. - 9The Internet (especially characteristics of mass media and new media)- widespread broadband
- cheap or free, easy to use online publishing tools
- new distribution channels
- mobile devices .. camera phones
- new advertising paradigms - 10Leveraging the Power of the Internet (seven bullets that describe highly attractive characteristics of the web)- users can update information quickly
- Allows for interactivity
- Online readers can dig deeper into subjects
- A great amount of material can be posted
- Cost-effective method of distributing information on a global basis
- Organizations can reach niche markets
- Users can access details about any organization 24/7 from around the world - 11Type of Blogs- Corporate or Organizational Blogs
- Employee Blogs
- Third-Party Blogs - 12four areas of corporate relations- Political: How do government regulations and other pressures affect the decision
- Technological: Do we have the engineering knowledge to accomplish the goal?
- Social: What is our responsibility to society?
- Economic: Will we make a profit? - 13Media RelationsMajor sources of public information about business in general and individual companies
- 14Costumer RelationsSellers and expected to deliver goods and services of safe acceptable quality on honest terms.
- 15Do's of working with consumer groups1. Work with groups who are more interested in finding solutions than attracting publicity.
2. Offer transparency. Activists who believe you are not being open with them are unlikely to keep dealing with you.
3. Turn their suggestions into action. Activists want results. - 16Don'ts of working with consumer groups1. Get emotional when dealing with advocacy groups .
2. Agree to work with anyone who is making threats
3. Expect immediate results. Working with advertise takes patience – establishing trust takes time. - 17Employee RelationsEmployee morale is important for the company because they are the ambassadors for the company
- 18Cause Related Marketing Tips- Look for a cause that is closely related to your products or services or one that exemplifies a product quality
- Consider a cause that appeals to your primary costumers
- Choose a charity that doesn’t already have multiple sponsors
- Choose a local organization if the purpose is o build brand awareness for local franchises
- Don’t use cause-related efforts as a tactic to salvage your organization image after a major scandal such an attempt usually backfires
- Understand that association with a cause of nonprofit organization is a long-term commitment
- Realize that additional funds must be allocated to create public awareness and build brand recognition - 19Advocacy groups- Lobbying
- Litigation
- Mass Demonstrations
- Boycotts
- Reconciliation
- Fundraising
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- Flashcards on Untitled, created by Melissa Elizabet on 15/05/2015.
- Created by
- Melissa Elizabet
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