Dr. Amber Hutchins

PR Program Director Graduate Certificate in Digital & Social Media

Comm & Tech course, Spring 2014 Capstone, Fall 2014

Ph.D. Communication, The University of Utah MMC Mass Comm/Film, BA Journalism Walter Cronkite School of Journ & Mass

Comm, ASU

The Hunger Campaign Games

You’re not in District 12 anymore, Katniss…

Transition from scholarly to professional outcomes

Application of theory to real-world clients

Strategic Communication Team Individual

strengths

Setting goals and deadlines

Managing client

Professionalism

Strategic Communication

Problem /Situation

Analyze org’s SWOT

Present proposal for implementation

RACE Model

Research Action Communication Evaluation

Research   Objectives   Strategies   Implementation   Evaluation  

Professional Research

Publics Who has a stake?

Who is affected?

External Factors Environment,

competing/similar orgs

Internal Factors Org structure,

opportunities and challenges

“I told her I would try to win for her.”

Measurable Objectives Awareness Acceptance/Attitude Action

THE BIG IDEA! Theme (Strategy)

Persuasive techniques Why should I care,

What’s in it for me?

not just a “parlor trick,” gimmick or distraction

PR Cornucopia of Tactics!

Message delivery and implementation

PR deliverables

Measurement and Evaluation How will you know

if your campaign was a success?

Did you meet your objectives?

And…

PRSSA Bateman

Research?

Strategy?

Objectives?

Strengths and Weaknesses?