Reactive Approach In response to unfavorable opinion or behavior. To change an existing perception...

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 fivewords 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.”

CAN YOU IDENTIFY

THE COMPANY?

SYMBOLS

CAN YOU IDENTIFY THE

COMPANY?

SLOGANS

•BE ALL YOU CAN BE •THEY’RE MAGICALLY DELICIOUS

•BEHOLD THE POWER OF CHEESE

•THEY’RE GREAT!!!!

• 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

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.