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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.
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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.
