Public Relations is considered “the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and its various publics” (Wilcox ). An important component of this is publicity, which uses the mass media to distribute information to create a buzz. While P.T. Barnum is best known for using this method, it is currently most often used for sports, theater, music, film (Wilcox 63). Though for our campaign we will mainly be focusing on the publicity aspect, we will also draw upon public information, two-way asymmetric, and two-way symmetrical (which is the coveted mutually beneficial communication between the organization and publics).
Publicity campaigns can help change the target audience’s opinions and attitudes in many different ways. With accurate placement in the media, the campaign will reach the target audience in a persuasive and meaningful way. One way to be affective in the print media, is to get an opinion leader who has a pertinent column in a publication aimed at the target audience to write about the product or service. However, since media is a third party, there is no control over what the writer will say, but the hope is that he or she will give a sparkling review or mention of something. The same goes with a feature in a magazine.
The most common way for a public relations professional to generate publicity is through a news release that editors can chose to place in newspapers. Visual media holds the same general ideas. Publicity can be generated on television on the news through a video news release or with commercials. The ideal way though, like with the print media, is to get the most reach. This can be through an opinion leader, such as Oprah, or on one of the morning talk shows. An effective way of generating publicity is also by holding special events that indirectly benefit and highlight a product, service, or issue.
The foundation of our campaign will be reaching our target audience through public opinion and special events. In our next step we will conduct research to find out which public opinion holders will help us reach our audience most effectively and determine what type of special events will also generate awareness as well as build momentum and change the intended audience’s attitude and behavior towards mountainboarding.
Media influence is cumulative and long-term: when many media cover a subject over the years, perhaps expressing a viewpoint on the topic, whole generations can be influenced (Center 210). Such as is seen with “communism.” Publicists can’t rely on buddy reporters, columnists or editors, any longer because of strict codes of ethics and monitoring by the FCC, FTC, and other federal agencies, as well as professional and trade societies. (Center)
The most effective way to change an audience’s opinion is by appealing to their current attitudes and/or behaviors. To figure out the most affective ways for these two, we will need to do research and define our objectives for this year. Once we have that information we will be able to strategically and tactfully target the audience through different media and then evaluate how successful we were and how we can improve.
An example of a successful publicity plans that we should keep in mind was Microsoft’s for the launch of Windows ’95.
Originally by
Lisa Damast
CM 301
11/9/05
