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Communication Strategyas - Coggle Diagram
Communication Strategyas
Situation at hand: We need to promote Jennifer's new business. We need to get the attention of the right people, and use that attention to compel them to using her services.
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Ideas for tactics
Get a major newspaper in Petersham/Sydney to publish the heartwarming story of an ambitious daughter keeping her grandfather's legacy alive. I want videos, I want picutres, I want positive coverage. We need to do this BEFORE the business launches.
Task: Find out what the major newspaper in Petersham/Sydney is and what the rich people read. Relate this tactic to something about PR that we learned in the class
Proffessional video with a proffessional team. Shots of how the luxury watches are repaired. References to the grandfather who started this shop. If we have footage of grandad repairing watches or teaching Jenniffer, then that's great, too
Need the right background music for this, too
Audie visual experience is preferred by most people. Find research that supports that, and find research that supports that rich people or luxury industry cares about legacy and tradition and 'old style of doing things'
Get an auto-responder so that when enquiries are made, they are attended to immediately, and we don't lose customers due to wait time
Part of the strategy is showcasing the prestige of Jennifer's new business. I need to find evidence that rich people, particulalry in the luxiury industry, care a lot about prestige. Making potential clients feel prestigious for coming here is important. The website and other communication mediums have to be classy.
Reason for why we need to relate to rich people: If public relations is defined as the process of establishing and maintaining mutually beneficial relations between an organization and publics on whom it depends (Cutlip, Center, &Broom, 1995), the establishment of common frames of reference about topics or issues of mutual concern is a necessary condition for effective relations to be established
Google Ads, Pay to be top of google search,
PR & Advertizing
"A story or narrative that, over time, takes on symbolic, emblematic, or allegorical significance. Bruce Lincoln (2006) opines that a myth is ‘ideology in narrative form; a discourse dealing in master categories that have multiple referents"
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"Advertising has been shown to influence judgments by altering key aspects of the decision process by refocusing consumer attention away from certain attributes or choice rules in favor of others, thus defining (framing) the criteria on which decisions should be made and the schema that should be used "
We're going to use this to justify why we have advertisements. I just got one for a restaurant, and now I'm going tomorrow.
We can get the grandpa's old customers! Surely some of them are still kicking about! We need to send letters to those old customers.
Research
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"The researchers concluded that people tend to avoid risks when a choice is stated in terms of gains but will take greater risks when choices are stated in terms of losses
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