JOUR 201 Lecture Notes - Lecture 13: Mass Media, Pro Bono, Billable Hours
17 Oct 2016
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St. jude thanks & giving campaign: goal: i(cid:374)(cid:272)rease aware(cid:374)ess of a(cid:374)d support for t. Establish 50+ corporate partnerships by nov. 1. Raise x amount for st. jude through t&g campaign. Multi-faceted media relations and web presence: tactics. Cold (cid:272)alls, (cid:373)ailed pa(cid:272)kets, (cid:373)eeti(cid:374)gs with (cid:272)orp"s. Holiday pin-up program, thanks & giving walks. Primary public: group to which the action is ultimately directed. Intervening publics: have direct contact with primary audience and can pass messages along. Latent public: not aware of a need to change or act. Aware public: recognizes need but not prone to taking action (yet), such as accepting new idea/ information. Active public: people that are aware and ready to do something. Our goal/job is to understand where people are, and possibly help them move along the continuum. Channels of influence (in diffusion of ideas/information: mass media, biased intermediaries: those who benefit from another adoption, ex: salespeople, unbiased third parties: consumer, groups, government agencies, other credible sources.
