Term
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Definition
| Strengths, Weaknesses, Opportunities, Threats |
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| 4 questions that form the heart of the planning process of the matrix |
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Definition
What do I need to do to overcome this problem? objectives
Who do we need to reach and motivate to accomplish that? key publics
What messages do we need to send them to obtain their cooperation? messages
How do we most effectively send those messages so the public chooses to perceive them and act upon them?strategies and tactics |
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Term
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Definition
Encompass what you are trying to motivate the public to do and include a short self-interest appeal.
2-4 primary messages that a key public will have |
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Definition
| messages that contain all the facts, statistics, case studies, examples, testimonials, appeals and other information to support the primary message |
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Definition
| Characteristics such as race, gender, level of education, level of income, etc. |
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Definition
| The beliefs, attitudes, values and lifestyle of a particular group |
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Definition
| why someone what to do something. What's in it for them? |
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Definition
| someone you are targeting |
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Publics that help you send a message to another public
-opinion leaders
-especially effective at motivating key publics to action |
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Term
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Definition
Father of Conservation movement
Teddy bear |
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| Established College of Propaganda to supervise foreign missions and train priests to propagate the faith |
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| symbolism , staged events, and propaganda to get people to join crusades |
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| one of the great PR accomplishments in history |
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| 1641 sent out brochures to England in a fund-raising effort |
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Definition
utilized Lee's model
Appointed by president wilson to have people save food and invest in liberty bonds |
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