Creating Strategic Partnerships

Andraesen Ch. 10

Other publics

Commercial sector distributors Research agencies Public agencies (health agencies) Media Retailers Funders Volunteers Paid staff Other non-profits Corporations Health clinics

Why do they matter?

Health clinic workers must treat patients well Staff and volunteers must be willing to address

difficult partners, network Pharmacies must stock condoms Newspapers have to write articles Radio and TV stations must agree to air PSAs Community leaders need to refer people,

recommend behavior Corporations need to let you put posters up at

workplace….

How do you get cooperation?

Increase positive consequencesDecreased perceived costsBring social pressure to bearMake sure target feels confident that the

goal can be accomplished

Commercial sector: benefits

Increase sales Increase profit through enhanced reputation

PR effects of do-gooder Increase personal well-being New partnerships or opportunities

(e.g., Ad Council enlisted private agencies in PSAs) Skill-building Is the commercial partner aware of opportunity

to partner? If so, they are in contemplation stage…

Commercial sector: barriers

Public sector price (e.g. for pharmaceuticals selling condoms in 3d world)

CostPublic scrutiny/controversyWorking with unprofessionals

Social pressure

Government involvementWay to differentiate from competitorsShow market interest(e.g., Porter-Novelli)

Increased behavioral control

Build perception of involvement and control over creative & managerial process

Media involvement

Coverage can make or break a campaignBe customer-centered (no hard sell!)

Emphasize positive consequences to journalists Fit their mission Appeal to customers Easy (set up photo shoots, etc.) Meet deadlines

Minimize costs of coverage Social pressure

Show other media involved or public figures

Involve other publics

Volunteers Find ways to make job attractive Need to be treated like permanent staff

Training Workplace owners/mgrs

Employees are receptive Healthier workers stay on job longer

Communities & families Customer-driven approach can work with groups too Social pressure will be most effective