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A RESPONSIBLE PRESS OFFICE in the DIGITAL AGE by United states, department of state bureau of international

By United states, department of state bureau of international information programs

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Com [ 38 ] T o o l s o f t h e P r e s s O f f i c e Op-eds, opinion pieces, columns or blogs Public relations audit is evaluating how are used by newsmakers to express opinions and communicate their views directly to citizens. the perception of the organization maps against the organization’s objectives. From it you can see if your strategies and methods are reaching their goals. Photo opportunities or “photo ops” are Questions are sometimes given by officials “opportunities” for memorable photos to be taken, usually with a politician or celebrity.

What points will resonate with mothers, students, the elderly, military personnel? ➾ When do I communicate each message? You might decide to emphasize a message a week. You could have submessages within an overall major message. ” Your submessages could focus on topics of improving teacher training, involving parents more in the educational system, lengthening the school day or year, and so forth. ➾ What media tools will you use? Ideally you would use all types of media, from traditional (print, broadcast) to Web-based and social media and mobile technology, targeting specific audiences with specific tools.

You may develop three submessages from it, with each perhaps targeting a different demographic. Think of it like a tree trunk, or major message from which are branches or submessages. For example, if educational improvement is one of your three major messages, you may have submessages on teacher training, a longer school day and week, and increased parent involvement. The result might be: This is also called a SWOT analysis. That is, you are analyzing your Strengths, Weaknesses, Opportunities and Threats.

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