Action & Communication

★Understanding your target audience

★Knowing the communication channels they use

★Developing and disseminating messages through those channels

Action & Communicatio

n: Keys to Success

★Media are of two types:★Controlled, such as

pamphlets, posters, special events and company publications

★Uncontrolled, such as newspapers, television, Internet and radio.

Basic Media Selection

Tips

Controlled Media

The downside: ★ Relatively costly to produce★ Time-consuming in

development★ Lacking in the “urgency” of

news

The upside: ★ Total control over content★ Total control over delivery

time and place★ Real costs lower than

apparent costs because audiences more precisely ‘targeted’

★ Less waste than uncontrolled media

Uncontrolled Media

The downside: ★ Timing can’t be controlled.★ Content can’t be controlled.★ Potential for errors and

distortion is high.

The upside: ★ Costs are low.★ The urgency of news

captures attention.★ They imply third party

objectivity.

Media Relations Process

1. Write a plan2. Research the media 3. Develop story ideas4. Prepare a media kit (optional)5. Write a press release (optional)6. Pitch your story to the media

Criteria One: ★Audience comparison –

media audiences vs. target audiences

Criteria Two: ★ Importance of timing – the

extent to which control is necessary

Criteria Three:★Budget limitations—the

amount of money available to achieve specified objectives

Media Selection Criteria

★December 17 – January 3

★U.S. Premiere★Replacing regular

holiday show★“New” Circus-style★All performers

previously with Cirque du Soleil

★“PG-13” rating★Tickets: $20 - $30

About 7 fingers

The Venue

Palace of Fine Arts Theatre

1,000 seat theater; 15 shows scheduled

For 7 fingers to be seen as the premier choice for holiday entertainment in the San Francisco

Bay Area

The Goal

Identify your target audiences

Choose 2

Objective: To create interest among that target

audience so that ticket sales increase.

Strategies and Tactics?Choose both controlled &

uncontrolled media.

Be Creative!!!

Group Activity

Any Questions

?

• Controlled vs. Uncontrolled

• Media CoverageSF ChronicleWHERE San Fran

• Other PRConcierge AssociationUnion Square Merchants

• AdvertisingBART adsSF WeeklySF Chronicle

• Tickets Sold! 3 shows added