Fast-paced session covering 12 communication models designed to propel strategic communicators to the highest level. Many were used by President Obama in his re-election campaign. First 36 minutes cover models. Final 24 – time’s yours. “The Dozen”: Obama; MAC Triad; Shannon Weaver; Cracked Egg; Electronic Releases; Hyper Targeting; Conflict Analysis; Audience Fragmentation; Crisis Communication; Media Relations; Key Communicators; Summary (GOST, PRpie; RACE)

1. 1
The Dynamic Dozen
(plus three)
Strategic Tools
National School Public Relations
Association –
Annual Seminar-2013
M. Larry Litwin, APR, Fellow PRSA
© 2013 1
…used by the best and
most effective
School PR Practitioners

2. 2
Dynamic Dozen
(plus three)
1) Mac Triad Plus
2) Two-Way Model
3) Cracked Egg
4) IS (F) PR
5) PR Plan/Roadmap
6) Desired Outcome
7) Synergy
8) Force Field
9) Why Obama Won
10) Electronic Release
11) NFL Films
12) Crisis Communication
13) Key Communicators
14) Editors/Reporters/PR
15) Three-Minute Drill
Or…
Why We Do What We Do
And
How To Do It Better!

3. 3
5
No. 11 – Tell me a story
Ed Sabol…
• “Tell me a fact and I’ll learn.
• Tell me a truth and I’ll believe.
• But tell me a story and it will live in my
heart forever.”
The success behind NFL Films
You enter to learn
You leave to serve

4. 4
Taken from…
PR Is...
• “This is who we are;
• What we think about ourselves
• What we want to do; and
• Why we deserve your support.”

5. 5
No. 1 – MAC Triad Plus
M
+P+T
A C
M=Message A=Audience C=Channel
P=Purpose T=Timing
10

6. 6
11
No. 2 – Two-Way
Communication Model
Sender>>>Message>>>Receiver
^ V
^ Noise V
^ Noise V
^ Noise V
^ V
^ <<<<<<<<Feedback<<<<<<< V
No. 3 – Cracked Egg Model

7. 7
No. 4 – Audiences (ISPR)
• Identify
• Segment/Fragment
• Demographically
• Psychographically
• Geodemographically
• Behavioristically
• Benefits
• Profile
• Rank
– Audience Power Structure
• Elite (Key Communicators)
• Pluralistic or Diffused
• Amorphous/Latent
13
Audience Power Structure
Elite
Diffused
Amorphous
14

8. 8
No. 5 – PR Plan/Roadmap
• Goal
• Objectives
• Strategies
• Tactics
• Tools
15
RACE
• Research
• Action
• Communication
• Evaluation
16

9. 9
PR-Pie
• Purpose
• Research
• Planning
• Implementation
• Evaluation
17
No. 5 – RACE vs. PRpie
• Research/Research
• Action/Planning
• Communication/Implementation
• Evaluation/Evaluation
18

10. 10
Strategic GOST Review
• GOST
• RACE
• PR-Pie
• Cracked Egg Persuasion Model
• MAC Triad Plus P&T
No. 6 – Reaching the
Desired Outcome
• Attitude
• Opinion
Education > Knowledge >
Attitude > Behavioral Change >
Output = Desired Outcome
20

11. 11
No. 7 – Strategic Communication
is achieving is…
21
No. 8 – Conflict/Force Field
Analysis

12. 12
23
Force Field Analysis

13. 13
No. 9 – New Technologies Boosted
Obama Campaign's Efforts
or – “Why Obama Won”
• http://www.npr.org/2012/11/12/16497
9755/new-technologies-boosted-
obama-campaigns-efforts?sc=emaf
No. 10 – Electronic Release Template

14. 14
No. 10 – Electronic Release
Template
28
No. 11 – Tell me a story
Ed Sabol…
• “Tell me a fact and I’ll learn.
• Tell me a truth and I’ll believe.
• But tell me a story and it will live in my
heart forever.”
The success behind NFL Films

15. 15
No. 12 – Crisis Communication
• Tell it FIRST
• Tell it Fast
• Tell it ALL
• Tell it YOURSELF
No. 13 – Key Communicators
• Inexpensive
• Consumption Pioneers
• Respected Community Leaders
• Influencers/Influentials
• Opinion Leaders
• (Can) assist in changing behavior
(attitudes and opinions)
• Establishing a KC program

16. 16
No. 14 – What Editors and Reporters
Expect of PR Practitioners
• Relationships
• Know what news is
• Know deadlines
• Accuracy
• Timeliness
• A climate of trust/honesty
• Accessibility (when bad news breaks)
No. 15 – Jim L’s Three-Minute Drill

17. 17
No. 15 – Jim L’s Three-Minute Drill
No. 7 – Strategic Communication
is achieving is…
34

18. 18
This and other
Larry Litwin PowerPoints
Visit
• www.slideshare.net
• www.larrylitwin.com
Questions ???
M. Larry Litwin, APR, Fellow PRSA
larry@larrylitwin.com
www.larrylitwin.com
© 2013
36

21. ABCs of Strategic
Public Relations
Advertising
Marketing
Sales Promotion
Media Planning and Buying
Print
Radio
Television
Online Communication
Journalism
Graphic Design
The
M. Larry Litwin, APR, Fellow PRSA
Communication
Thousands of terms, tips and techniques that define the professions
Expanded
New
Edition
CD-ROM Available

22. Table of Contents: The ABCs of Strategic Communication
(AuthorHouse/716 Pages/ISBN: 978-1-4343-5983-4)
Chapters A - Z: Glossary of more than 7,000 terms and other words important to the
communication professions: Public Relations; Advertising; Marketing; Sales
Promotion; Media Planning and Buying; Print; Radio; Television; Online
Communication; Journalism; and Graphic Design.
Chapter Addendum: Abbreviations and acronyms common to the professions
Tips and Techniques: Nearly 300 interspersed throughout The ABCs. Examples include:
M. Larry Litwin, APR, Fellow PRSA, is an estab-
lished strategic advisor, teacher, mentor, role model
and ethicist, and an award-winning public relations
counselor and broadcast journalist, who has left a
lasting impression on thousands of students and pro-
fessionals. He is an associate professor of communi-
cation at Rowan (N.J.) University where his classroom
is considered a “laboratory for practical knowledge.”
Litwin teaches public relations, advertising, radio and
television. In 2007, he was elected to the Public
Relations Society of America College of Fellows – one
of only 445 members. He is the 2006 recipient of the
National School Public Relations Association’s Lifetime
Professional Achievement Award for “excellence, leadership, contributions to
the profession, and advocacy for students and our nation’s public schools.”
His book, The Public Relations Practitioner’s Playbook (535 pages) is a how-to,
hands-on, step-by-step manual – designed to provide both the seasoned pro-
fessional and novice with a valuable resource containing information, knowl-
edge and skills that can be applied to the day-to-day world. It is being used as
a textbook by more than a dozen colleges and universities.
For more information: www.larrylitwin.com
• 25 words that hurt your resume
• A user-friendly Web site
• ABCs of strategic public relations
• CBAs of strategic public relations
• Ad placement matters on the Web
• Assessing your writing
• Be a better manager
• Business dining: Dos and don’ts
• Convince vs. persuade
• Crafting your resume
• Cover letters that get attention
• Fly with less ‘turbulence’
• Getting you out there
• iPod®
etiquette
• Know your audiences
• Know where you are headed!
• Looking for a job
• Making your Web site ‘pop’
• Planning your business trip
• Pack without wrinkles
• Political advertising
• Resolving client reluctance
• Telephone and cell phone etiquette
• That all important thank you note
• The 30-3-30 Principle
• The 3-Minute Drill
• The dreaded social kiss
• The elevator ‘speech’
• The proper way to shake hands
• The Triple Bottom Line
• Workplace relationships
• 10 Tips from ‘The Donald’