CMST 2PR3 Chapter Notes - Chapter 6: Media Planning, Consequentialism, Ice Bucket Challenge

• School: McMaster University
• Department: Communication Studies
• Course: CMST 2PR3
• Professor: Terry Flynn

Document Summary

6. 1- hierarchy of outcomes: converting fuzzy thinking into a planned project allowing yourself a tactical strategic plan, big example mentioned in the textbook is the als ice bucket challenge. The only reason it was successful and able to spread so wide is due to the amount of planning put into the project before executing: planning means considering a number/all outcomes possible beyond awareness. Followed by the research based strategies to follow- planning: thinking strategically and communicate. William mcguire developed a hierarchy of effects model that outlines the key steps in pr communications campaigns: tuning in. First step- exposure to the messages: crucial step, but only the first step. Alot of exposure is targeted toward the viewer which dilutes the saturation of your message, nevertheless still a necessary step: attending. Step up from just gaining someone"s exposure to your message, is gaining their attention to what you have to say.