Strategic Communications for PR, Social Media and Marketing
Edition: 8
Copyright: 2023
Pages: 400
Edition: 8
Copyright: 2023
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New Eighth Edition Now Available!
Millennials, once the darlings of every marketing campaign, are now “old.” They have been replaced by Gen Zs. And we are already observing the unique behaviors and character traits of Gen Alpha, the first group to be born entirely in the 21st century.
The metamorphosis of communications and marketing have presented opportunities for extreme segmentation of publics and of the channels to reach those publics.
Every business, nonprofit and government entity needs solid communicators. And as diverse as the careers in our industry have become, one constant remains — the necessity of strategy!
The need for research-driven analysis, strategic planning and implementation has never been greater.
The NEW Eighth Edition of Strategic Communications for PR, Social Media and Marketing by Laurie J. Wilson, Joseph D. Ogden, and Christopher E. Wilson:
- Integrates an updated and revised Strategic Communications Matrix that focuses research, including stakeholder research, on results that provide a foundation for communication efforts.
- Features new and refreshed examples, figures and tables, and mini cases throughout the book.
- Is Contemporary! The publication features an entirely rewritten social and digital media chapter with the most current information available.
- Is Practical! The title presents Tips from the Pros and Matrix Applied vignettes that provide advice from successful communication practitioners.
Still Using the Seventh Edition? CLICK HERE
Preface
Acknowledgments
About the authors
Chapter 1 THE RELATIONSHIP-BUILDING APPROACH TO COMMUNICATION
LEARNING IMPERATIVES
2021 Astroworld music festival
Travis Scott’s response
Corporate response
How we respond really matters
TRUST
Most trusted groups
An integrated approach
WHAT DOES IT MEAN TO BE “STRATEGIC?”
THE DEVELOPMENT OF COMMUNICATIONS AND PR FUNCTIONS IN BUSINESS
CURRENT TRENDS
Pay for play
Consumer activism
Community building
Artificial intelligence
Mini case: How cyberattacks destroy trust
Live streaming
Secure communication
Highly visual short-form content
BUILDING RELATIONSHIPS WITH PUBLICS
THE STRATEGIC COMMUNICATIONS MATRIX
Strategic Communications Matrix
SUMMARY
REFERENCES AND ADDITIONAL READINGS
Chapter 2 APPLYING PUBLIC INFORMATION AND PERSUASIVE COMMUNICATION THEORIES
LEARNING IMPERATIVES
BEHAVIOR: THE ULTIMATE OBJECTIVE
Shaping attitudes to change behavior
Tips from the pros: Changing behavior one step at a time
The influence of mental shortcuts on behavior
Using behavior to segment publics
PUBLIC OPINION
Opinion formation
The phenomenon of perception
Opinion leaders
Measuring public opinion
METHODS OF PERSUASION
Using mass media to influence publics
Mini case: Restoring a tourism industry
Persuasive appeals
Research-based persuasion efforts
The ethics of persuasion
SUMMARY
APPLICATION CASE Consequences of climate change: Spreading Lyme disease
REFERENCES AND ADDITIONAL READINGS
Chapter 3 COMMUNICATIONS RESEARCH METHODS
LEARNING IMPERATIVES
THE ROLE OF RESEARCH IN COMMUNICATION
RESEARCH METHODS AND THE DIVERSITY OF TOOLS
SECONDARY RESEARCH
Organizational research
Internet and library research
External organizations
Media research
PRIMARY RESEARCH
Focus groups
Copy and product testing
Tips from the pros: How to use research methods in the day-to-day practice of PR
Psychographic studies
Social media analytics
Survey research and opinion sampling
Mini case: Making peanut allergies history
Tips from the pros: Beyond sampling error
SUMMARY
APPLICATION CASE Thrive Indianapolis electric vehicle campaign
REFERENCES AND ADDITIONAL READINGS
Chapter 4 STRATEGICALLY APPLYING RESEARCH AND SOCIAL INSIGHTS
LEARNING IMPERATIVES
Strategic Communications Matrix: Research background, situation analysis and core problem/opportunity
BACKGROUND
Tips from the pros: Channeling data into reservoirs of insight
Stakeholder research
Identifying self-interests
Identifying opinion leaders
Assessing relationships
Mini case: Data-driven glamping
SWOT analysis
SITUATION ANALYSIS
Matrix applied: Research background, situation analysis and core problem/opportunity
CORE PROBLEM OR OPPORTUNITY
SUMMARY
APPLICATION CASE Park City, Utah, tourism campaign
REFERENCES AND ADDITIONAL READINGS
Chapter 5 SETTING GOALS AND OBJECTIVES
LEARNING IMPERATIVES
THE MATRIX APPROACH TO PLANNING
Establishing goals
Strategic Communications Matrix: Action planning goal and objectives
Identifying objectives
Matrix applied: Writing goals and objectives
STRATEGIC APPROACHES TO SETTING OBJECTIVES
Output, outtake and outcome objectives
Tips from the pros: The advantages of smaller objectives”
SUMMARY
APPLICATION CASE Choose Topeka
REFERENCES AND ADDITIONAL READINGS
Chapter 6 KEY PUBLICS AND PRIMARY MESSAGES
LEARNING IMPERATIVES
Public versus audience
Objective-focused
Strategic Communications Matrix: Action planning key publics and primary messages
DETERMINING KEY PUBLICS
Tips from the pros: Segmenting drives effective communication strategy
Segmenting publics
MESSAGE DESIGN
Primary messages
Matrix applied: Selecting key publics and crafting primary messages
Intervening publics
Mini case: Yes! to Census 2020
SUMMARY
APPLICATION CASE
Planet Fitness openings in Wasilla and Eagle River, Alaska
REFERENCES AND ADDITIONAL READINGS
Chapter 7 CREATIVITY AND BIG IDEAS
LEARNING IMPERATIVES
CREATIVITY
Knowing what will stick
Creativity is essential
Strategic Communications Matrix: Action planning big idea
Marrying creativity and strategy
Breaking habits
Brainstorming and ideation
Observing and seizing opportunities
Mini case: Miracle at Calgary International Airport
Give yourself permission
Overcoming fear
Tips from the pros: Stoking creativity for award-winning ideas
Creative environments and people
BIG IDEAS
What is a big idea?
Crafting big ideas
Slogans, tag lines and hashtags
Matrix applied: Big idea
Generating big ideas
Mini case: Breathing new life into the fight against tobacco
Executing big ideas
A big idea at HP
SUMMARY
APPLICATION CASE
Creatively embracing your mission
SOLUTION TO SHALLCROSS TEST
REFERENCES AND ADDITIONAL READINGS
Chapter 8 STRATEGIES AND TACTICS
LEARNING IMPERATIVES
STRATEGIES
Strategic Communications Matrix: Action planning strategies and tactics
Plan each public separately
Informational versus motivational strategies
How communications channels help focus your tactics
Choosing strategic communications channels
Tips from the pros: How to avoid the focus group of one (FGOO)
Personalization and interactivity of communications channels
Highly personal and interactive
Segmented and moderately interactive
Mass-produced mass media “
The special case of events
Controlled versus uncontrolled channels
Mini case: Have you got ALLERGY FACETM?
TACTICS
Tactics as strategic tools
Matrix applied: Strategies and tactics
The difference between strategies and tactics
A diversity of tactics
Other considerations in selecting tactics
SUMMARY
APPLICATION CASE ASD–Rockin’ the spectrum
REFERENCES AND ADDITIONAL READINGS
Chapter 9 SOCIAL AND DIGITAL MEDIA
LEARNING IMPERATIVES
SOCIAL MEDIA
Choosing the best platforms
Creating great content
Tips from the pros: Making your social media work harder
Disseminating news
Mini case: Can United get away with breaking guitars?
Hijacking current events
Social media listening tools
Return on social media investment
PAID DIGITAL
Paid search
Native advertising
Display advertising
Paid social advertising
Influencer marketing
CONTENT MARKETING
Creating winning marketing content
Investing in owned channels
SUMMARY
APPLICATION CASE How to become a successful media company
REFERENCES AND ADDITIONAL READINGS
Chapter 10 CALENDARING AND BUDGETING
LEARNING IMPERATIVES
Strategic Communications Matrix: Action planning calendar and budget
CALENDARING
Tips from the pros: What peak movie and TV season can teach you about PR
Matrix applied: Calendar
BUDGETING
Tips from the pros: Spending your money strategically
Mini case: Charitable giving made easy with Giving Machines
Matrix applied: Budget
SUMMARY
APPLICATION CASE PEEPS® are back
Mini case: Krispy Kreme Doughnuts gives graduates their “Senior Moment” during pandemic
REFERENCES AND ADDITIONAL READINGS
Chapter 11 IMPLEMENTATION AND COMMUNICATIONS MANAGEMENT
LEARNING IMPERATIVES
Strategic Communications Matrix: Communication implementation
MANAGING BY CALENDAR
MANAGING BY TASK LIST
Matrix applied: Implementation task list
MANAGING BY BUDGET
TACTIC CREATION
Tips from the pros: Plan–but be ready to pivot. . .together
Strategy briefs
Matrix applied: Strategy brief
Tips from the pros: How to make your messages sing
QUALITY CONTROL
Mini case: Commercial satellite imagery combats Russian disinformation
ONGOING MONITORING AND FEEDBACK
SUMMARY
EXERCISES
REFERENCES AND ADDITIONAL READINGS
Chapter 12 COMMUNICATIONS MEASUREMENT AND EVALUATION
LEARNING IMPERATIVES
MEASUREMENT AND EVALUATION MODELS
Tips from the pros: Telling your measurement story
Strategic Communications Matrix: Evaluation criteria and measurement tools
EVALUATION CRITERIA
MEASUREMENT TOOLS
Mini case: Global Development Bank: Connecting communications to climate change
Adding measurement tools to calendars and budgets
Matrix applied: Evaluation criteria and measurement tools
SUMMARY
APPLICATION CASE Alaska Airlines Next-Level Care
Tips from the pros: Measurement beyond impressions
REFERENCES AND ADDITIONAL READINGS
Chapter 13 PRESENTATIONS
LEARNING IMPERATIVES
FOLLOWING A STRATEGIC COMMUNICATIONS APPROACH
Selecting the appropriate type of presentation
Tips from the pros: Overcoming presentation anxiety
Respecting your audience
PRESENTING YOUR PLAN
Using technology
SUMMARY
EXERCISES
REFERENCES AND ADDITIONAL READINGS
Chapter 14 ETHICS, PROFESSIONALISM AND DIVERSITY
LEARNING IMPERATIVES
A shifting landscape
Pay for play
Disinformation
ETHICS
Organizational ethics
Codes of ethics and professional standards
Mini case: Deception by one of the world’s largest automakers causes $30 billion loss
Personal ethics and decision-making
CHARACTERISTICS OF PROFESSIONALISM
Personal and professional development
Work habits and job performance
Personal conduct
Human relations
Tips from the pros: How to preserve your reputation
EMBRACING DIVERSITY
SUMMARY
EXERCISES
REFERENCES AND ADDITIONAL READINGS
Appendix A TIPS FROM THE PROS
Appendix B STRATEGY BRIEFS
Appendix C PROFESSIONAL CODES OF ETHICS
Appendix D COMPLETE SAMPLE STRATEGIC COMMUNICATIONS PLAN
GLOSSARY
INDEX
Laurie J. Wilson is a recently retired, award-winning professor of communications at Brigham Young University. In 2001, she was recognized by PRSA as the nation’s Outstanding Educator. In 1990, she was recognized as the Public Relations Student Society of America Outstanding Faculty Adviser and subsequently served four years as the national faculty adviser. She received a Utah Golden Spike award as Professional of the Year in 2010. In 1995, she was inducted into the PRSSA Hall of Fame. Wilson has also received the prestigious Karl G. Maeser Teaching Award and three Student Alumni ssociation Excellence in Teaching Awards from BYU.
Wilson received her Ph.D. from American University in Washington, D.C., after working in public relations and marketing for several years. She joined the BYU faculty in 1989, where she has served as chair of the communications department and of the public relations program. She also served six years as the university’s director of internships. At the same time, Wilson co-chaired a national PRSA task force on internships, which created the first-ever standards for quality public relations internships. She has served as national chair for a number of education initiatives and task forces in PRSA, has served in the public relations division of the Association for Education in Journalism and Mass Communication, and has served on the diversity task force of the Association of Schools of Journalism and Mass Communication. She represented PRSA on the Joint Commission on Public Relations Education, chairing the undergraduate curriculum committee. She has served on site teams accrediting communications programs for the Accrediting Council on Education in Journalism and Mass Communications and leads site visit teams certifying schools in public relations education for PRSA. She is on the editorial boards of the “Journal of Public Relations Research” and the “Journal of Promotion Management.”
Wilson’s areas of expertise, research and publication include strategic planning and issue management, corporate social responsibility and building community partnerships. She consults regularly in those areas and is an educational consultant to communications programs. In addition to this book, Wilson has co-authored three other communications books. She also serves in the local United Way where she was a member of the executive board for 20 years.
Joseph D. Ogden is an associate professor of communications at Brigham Young University. His areas of expertise include message design, persuasive writing, media relations, strategic planning and marketing. He teaches introduction to public relations, PR case studies, advanced media writing and communications management. He has also taught marketing, international business and business ethics. In addition, he has guest lectured at several colleges and universities across the country.
He was previously assistant dean of the Marriott School of Management at BYU and executive director of the school’s National Advisory Council. He has also directed many business study abroad programs in Asia and founded the global marketing study abroad program at BYU. In 2010, Ogden received the N. Eldon Tanner award, the school’s highest administrative honor. In 2013 he received a Brigham Young Outstanding Service award.
Ogden is also founder and president of JDO Communications Strategists, a strategic marketing and communications consulting firm. The firm has worked nationally and internationally with companies in hospitality, travel, entertainment, finance and technology.
Before coming to BYU, Ogden worked as corporate communications director for a nearly $1 billion-a-year personal care and nutrition products company. He was the company’s spokesman, oversaw public relations and marketing in Asia and managed investor communications for the publicly traded firm.
Ogden earned an MBA from the Marriott School of Management. He also earned a bachelor’s degree in communications with minors in music and business from BYU. He completed a non-degree program in negotiation at Harvard and MIT.
In addition to his academic and professional pursuits, he is an active musician, avid skier, experimental cook and architecture enthusiast.
This book anchors us in the timeless elements of communication, helping us apply them in a constantly changing world. In my 25+ years in NYC agencies, bedrock principles of strategic thinking driven by goals, objectives, key publics and messages haven’t changed. We need to be continually reminded of them.
Brad Thatcher, CEO, Thatcher+Co
Using this text in the classroom prepares students with professional skills. The unique, detailed approach to campaign preparation, creation, execution and evaluation results in award-winning campaigns.
Farah Sanders, Utah Valley University
The planning matrix developed by Wilson and Ogden has been a touchstone for our master’s program since its launch. Recognized for our progressive, applied approach to learning, we can be confident that our curriculum is firmly anchored in strategy. Our students build this muscle by applying the matrix to multiple, real-time client challenges during their time at Georgetown, and bring this mindset to their careers.
Denise Keyes, Senior Associate Dean, Georgetown University
This text is a must for teaching campaigns and strategy. Its comprehensive approach applies to multiple disciplines and industries. My students benefit greatly from using the matrix in their work with clients and campaigns.
Anna Klyueva, University of Houston-Clear Lake
This is my absolute favorite textbook. I actually use it for two classes. I love it, I tell students how much I love it because it’s so visual and simple. I tell them it’s the only one they can’t sell back!
Colleen Lemza, Professor, SUNY Plattsburgh
The importance of learning and applying strategic communications can’t be overemphasized. It is the reason why I require each professional who joins my agency, regardless of their years of experience, to not only become intimately familiar with the Matrix but more importantly to become proficient in its practice. Strategic Communications is an essential tool for students and professionals alike.
Chris Thomas, President, Intrepid Agency
The building blocks of strategic communications are found in the straightforward principles of the matrix, the foundation for creating change. I always use it to launch successful campaigns. I keep a copy of this book at home and at the office.
Patrick Hernandez, Director of Corporate Communications, RealPage
The matrix and strategy briefs rock! I’ve been told that my writing is right on message and my secret is I always use strategy briefs. They not only save me time but also make me look good.
Craig Severinsen, President and Founder, Bright Works PR
The hands-on approach and the matrix framework help students understand all the components and issues involved in planning successful campaigns. I have been using this textbook for the past 12 years at the graduate level as strategic analysis and a solid planning process are essential in designing campaigns for real clients as part of our service learning pedagogical model. I'm also planning to use it in a new capstone course in Public Relations and Integrated Communication Plan in our hybrid/online master's degree.
Wanda Del Toro, Professor, Universidad del Sagrado Corazón, San Juan, Puerto Rico
New Eighth Edition Now Available!
Millennials, once the darlings of every marketing campaign, are now “old.” They have been replaced by Gen Zs. And we are already observing the unique behaviors and character traits of Gen Alpha, the first group to be born entirely in the 21st century.
The metamorphosis of communications and marketing have presented opportunities for extreme segmentation of publics and of the channels to reach those publics.
Every business, nonprofit and government entity needs solid communicators. And as diverse as the careers in our industry have become, one constant remains — the necessity of strategy!
The need for research-driven analysis, strategic planning and implementation has never been greater.
The NEW Eighth Edition of Strategic Communications for PR, Social Media and Marketing by Laurie J. Wilson, Joseph D. Ogden, and Christopher E. Wilson:
- Integrates an updated and revised Strategic Communications Matrix that focuses research, including stakeholder research, on results that provide a foundation for communication efforts.
- Features new and refreshed examples, figures and tables, and mini cases throughout the book.
- Is Contemporary! The publication features an entirely rewritten social and digital media chapter with the most current information available.
- Is Practical! The title presents Tips from the Pros and Matrix Applied vignettes that provide advice from successful communication practitioners.
Still Using the Seventh Edition? CLICK HERE
Preface
Acknowledgments
About the authors
Chapter 1 THE RELATIONSHIP-BUILDING APPROACH TO COMMUNICATION
LEARNING IMPERATIVES
2021 Astroworld music festival
Travis Scott’s response
Corporate response
How we respond really matters
TRUST
Most trusted groups
An integrated approach
WHAT DOES IT MEAN TO BE “STRATEGIC?”
THE DEVELOPMENT OF COMMUNICATIONS AND PR FUNCTIONS IN BUSINESS
CURRENT TRENDS
Pay for play
Consumer activism
Community building
Artificial intelligence
Mini case: How cyberattacks destroy trust
Live streaming
Secure communication
Highly visual short-form content
BUILDING RELATIONSHIPS WITH PUBLICS
THE STRATEGIC COMMUNICATIONS MATRIX
Strategic Communications Matrix
SUMMARY
REFERENCES AND ADDITIONAL READINGS
Chapter 2 APPLYING PUBLIC INFORMATION AND PERSUASIVE COMMUNICATION THEORIES
LEARNING IMPERATIVES
BEHAVIOR: THE ULTIMATE OBJECTIVE
Shaping attitudes to change behavior
Tips from the pros: Changing behavior one step at a time
The influence of mental shortcuts on behavior
Using behavior to segment publics
PUBLIC OPINION
Opinion formation
The phenomenon of perception
Opinion leaders
Measuring public opinion
METHODS OF PERSUASION
Using mass media to influence publics
Mini case: Restoring a tourism industry
Persuasive appeals
Research-based persuasion efforts
The ethics of persuasion
SUMMARY
APPLICATION CASE Consequences of climate change: Spreading Lyme disease
REFERENCES AND ADDITIONAL READINGS
Chapter 3 COMMUNICATIONS RESEARCH METHODS
LEARNING IMPERATIVES
THE ROLE OF RESEARCH IN COMMUNICATION
RESEARCH METHODS AND THE DIVERSITY OF TOOLS
SECONDARY RESEARCH
Organizational research
Internet and library research
External organizations
Media research
PRIMARY RESEARCH
Focus groups
Copy and product testing
Tips from the pros: How to use research methods in the day-to-day practice of PR
Psychographic studies
Social media analytics
Survey research and opinion sampling
Mini case: Making peanut allergies history
Tips from the pros: Beyond sampling error
SUMMARY
APPLICATION CASE Thrive Indianapolis electric vehicle campaign
REFERENCES AND ADDITIONAL READINGS
Chapter 4 STRATEGICALLY APPLYING RESEARCH AND SOCIAL INSIGHTS
LEARNING IMPERATIVES
Strategic Communications Matrix: Research background, situation analysis and core problem/opportunity
BACKGROUND
Tips from the pros: Channeling data into reservoirs of insight
Stakeholder research
Identifying self-interests
Identifying opinion leaders
Assessing relationships
Mini case: Data-driven glamping
SWOT analysis
SITUATION ANALYSIS
Matrix applied: Research background, situation analysis and core problem/opportunity
CORE PROBLEM OR OPPORTUNITY
SUMMARY
APPLICATION CASE Park City, Utah, tourism campaign
REFERENCES AND ADDITIONAL READINGS
Chapter 5 SETTING GOALS AND OBJECTIVES
LEARNING IMPERATIVES
THE MATRIX APPROACH TO PLANNING
Establishing goals
Strategic Communications Matrix: Action planning goal and objectives
Identifying objectives
Matrix applied: Writing goals and objectives
STRATEGIC APPROACHES TO SETTING OBJECTIVES
Output, outtake and outcome objectives
Tips from the pros: The advantages of smaller objectives”
SUMMARY
APPLICATION CASE Choose Topeka
REFERENCES AND ADDITIONAL READINGS
Chapter 6 KEY PUBLICS AND PRIMARY MESSAGES
LEARNING IMPERATIVES
Public versus audience
Objective-focused
Strategic Communications Matrix: Action planning key publics and primary messages
DETERMINING KEY PUBLICS
Tips from the pros: Segmenting drives effective communication strategy
Segmenting publics
MESSAGE DESIGN
Primary messages
Matrix applied: Selecting key publics and crafting primary messages
Intervening publics
Mini case: Yes! to Census 2020
SUMMARY
APPLICATION CASE
Planet Fitness openings in Wasilla and Eagle River, Alaska
REFERENCES AND ADDITIONAL READINGS
Chapter 7 CREATIVITY AND BIG IDEAS
LEARNING IMPERATIVES
CREATIVITY
Knowing what will stick
Creativity is essential
Strategic Communications Matrix: Action planning big idea
Marrying creativity and strategy
Breaking habits
Brainstorming and ideation
Observing and seizing opportunities
Mini case: Miracle at Calgary International Airport
Give yourself permission
Overcoming fear
Tips from the pros: Stoking creativity for award-winning ideas
Creative environments and people
BIG IDEAS
What is a big idea?
Crafting big ideas
Slogans, tag lines and hashtags
Matrix applied: Big idea
Generating big ideas
Mini case: Breathing new life into the fight against tobacco
Executing big ideas
A big idea at HP
SUMMARY
APPLICATION CASE
Creatively embracing your mission
SOLUTION TO SHALLCROSS TEST
REFERENCES AND ADDITIONAL READINGS
Chapter 8 STRATEGIES AND TACTICS
LEARNING IMPERATIVES
STRATEGIES
Strategic Communications Matrix: Action planning strategies and tactics
Plan each public separately
Informational versus motivational strategies
How communications channels help focus your tactics
Choosing strategic communications channels
Tips from the pros: How to avoid the focus group of one (FGOO)
Personalization and interactivity of communications channels
Highly personal and interactive
Segmented and moderately interactive
Mass-produced mass media “
The special case of events
Controlled versus uncontrolled channels
Mini case: Have you got ALLERGY FACETM?
TACTICS
Tactics as strategic tools
Matrix applied: Strategies and tactics
The difference between strategies and tactics
A diversity of tactics
Other considerations in selecting tactics
SUMMARY
APPLICATION CASE ASD–Rockin’ the spectrum
REFERENCES AND ADDITIONAL READINGS
Chapter 9 SOCIAL AND DIGITAL MEDIA
LEARNING IMPERATIVES
SOCIAL MEDIA
Choosing the best platforms
Creating great content
Tips from the pros: Making your social media work harder
Disseminating news
Mini case: Can United get away with breaking guitars?
Hijacking current events
Social media listening tools
Return on social media investment
PAID DIGITAL
Paid search
Native advertising
Display advertising
Paid social advertising
Influencer marketing
CONTENT MARKETING
Creating winning marketing content
Investing in owned channels
SUMMARY
APPLICATION CASE How to become a successful media company
REFERENCES AND ADDITIONAL READINGS
Chapter 10 CALENDARING AND BUDGETING
LEARNING IMPERATIVES
Strategic Communications Matrix: Action planning calendar and budget
CALENDARING
Tips from the pros: What peak movie and TV season can teach you about PR
Matrix applied: Calendar
BUDGETING
Tips from the pros: Spending your money strategically
Mini case: Charitable giving made easy with Giving Machines
Matrix applied: Budget
SUMMARY
APPLICATION CASE PEEPS® are back
Mini case: Krispy Kreme Doughnuts gives graduates their “Senior Moment” during pandemic
REFERENCES AND ADDITIONAL READINGS
Chapter 11 IMPLEMENTATION AND COMMUNICATIONS MANAGEMENT
LEARNING IMPERATIVES
Strategic Communications Matrix: Communication implementation
MANAGING BY CALENDAR
MANAGING BY TASK LIST
Matrix applied: Implementation task list
MANAGING BY BUDGET
TACTIC CREATION
Tips from the pros: Plan–but be ready to pivot. . .together
Strategy briefs
Matrix applied: Strategy brief
Tips from the pros: How to make your messages sing
QUALITY CONTROL
Mini case: Commercial satellite imagery combats Russian disinformation
ONGOING MONITORING AND FEEDBACK
SUMMARY
EXERCISES
REFERENCES AND ADDITIONAL READINGS
Chapter 12 COMMUNICATIONS MEASUREMENT AND EVALUATION
LEARNING IMPERATIVES
MEASUREMENT AND EVALUATION MODELS
Tips from the pros: Telling your measurement story
Strategic Communications Matrix: Evaluation criteria and measurement tools
EVALUATION CRITERIA
MEASUREMENT TOOLS
Mini case: Global Development Bank: Connecting communications to climate change
Adding measurement tools to calendars and budgets
Matrix applied: Evaluation criteria and measurement tools
SUMMARY
APPLICATION CASE Alaska Airlines Next-Level Care
Tips from the pros: Measurement beyond impressions
REFERENCES AND ADDITIONAL READINGS
Chapter 13 PRESENTATIONS
LEARNING IMPERATIVES
FOLLOWING A STRATEGIC COMMUNICATIONS APPROACH
Selecting the appropriate type of presentation
Tips from the pros: Overcoming presentation anxiety
Respecting your audience
PRESENTING YOUR PLAN
Using technology
SUMMARY
EXERCISES
REFERENCES AND ADDITIONAL READINGS
Chapter 14 ETHICS, PROFESSIONALISM AND DIVERSITY
LEARNING IMPERATIVES
A shifting landscape
Pay for play
Disinformation
ETHICS
Organizational ethics
Codes of ethics and professional standards
Mini case: Deception by one of the world’s largest automakers causes $30 billion loss
Personal ethics and decision-making
CHARACTERISTICS OF PROFESSIONALISM
Personal and professional development
Work habits and job performance
Personal conduct
Human relations
Tips from the pros: How to preserve your reputation
EMBRACING DIVERSITY
SUMMARY
EXERCISES
REFERENCES AND ADDITIONAL READINGS
Appendix A TIPS FROM THE PROS
Appendix B STRATEGY BRIEFS
Appendix C PROFESSIONAL CODES OF ETHICS
Appendix D COMPLETE SAMPLE STRATEGIC COMMUNICATIONS PLAN
GLOSSARY
INDEX
Laurie J. Wilson is a recently retired, award-winning professor of communications at Brigham Young University. In 2001, she was recognized by PRSA as the nation’s Outstanding Educator. In 1990, she was recognized as the Public Relations Student Society of America Outstanding Faculty Adviser and subsequently served four years as the national faculty adviser. She received a Utah Golden Spike award as Professional of the Year in 2010. In 1995, she was inducted into the PRSSA Hall of Fame. Wilson has also received the prestigious Karl G. Maeser Teaching Award and three Student Alumni ssociation Excellence in Teaching Awards from BYU.
Wilson received her Ph.D. from American University in Washington, D.C., after working in public relations and marketing for several years. She joined the BYU faculty in 1989, where she has served as chair of the communications department and of the public relations program. She also served six years as the university’s director of internships. At the same time, Wilson co-chaired a national PRSA task force on internships, which created the first-ever standards for quality public relations internships. She has served as national chair for a number of education initiatives and task forces in PRSA, has served in the public relations division of the Association for Education in Journalism and Mass Communication, and has served on the diversity task force of the Association of Schools of Journalism and Mass Communication. She represented PRSA on the Joint Commission on Public Relations Education, chairing the undergraduate curriculum committee. She has served on site teams accrediting communications programs for the Accrediting Council on Education in Journalism and Mass Communications and leads site visit teams certifying schools in public relations education for PRSA. She is on the editorial boards of the “Journal of Public Relations Research” and the “Journal of Promotion Management.”
Wilson’s areas of expertise, research and publication include strategic planning and issue management, corporate social responsibility and building community partnerships. She consults regularly in those areas and is an educational consultant to communications programs. In addition to this book, Wilson has co-authored three other communications books. She also serves in the local United Way where she was a member of the executive board for 20 years.
Joseph D. Ogden is an associate professor of communications at Brigham Young University. His areas of expertise include message design, persuasive writing, media relations, strategic planning and marketing. He teaches introduction to public relations, PR case studies, advanced media writing and communications management. He has also taught marketing, international business and business ethics. In addition, he has guest lectured at several colleges and universities across the country.
He was previously assistant dean of the Marriott School of Management at BYU and executive director of the school’s National Advisory Council. He has also directed many business study abroad programs in Asia and founded the global marketing study abroad program at BYU. In 2010, Ogden received the N. Eldon Tanner award, the school’s highest administrative honor. In 2013 he received a Brigham Young Outstanding Service award.
Ogden is also founder and president of JDO Communications Strategists, a strategic marketing and communications consulting firm. The firm has worked nationally and internationally with companies in hospitality, travel, entertainment, finance and technology.
Before coming to BYU, Ogden worked as corporate communications director for a nearly $1 billion-a-year personal care and nutrition products company. He was the company’s spokesman, oversaw public relations and marketing in Asia and managed investor communications for the publicly traded firm.
Ogden earned an MBA from the Marriott School of Management. He also earned a bachelor’s degree in communications with minors in music and business from BYU. He completed a non-degree program in negotiation at Harvard and MIT.
In addition to his academic and professional pursuits, he is an active musician, avid skier, experimental cook and architecture enthusiast.
This book anchors us in the timeless elements of communication, helping us apply them in a constantly changing world. In my 25+ years in NYC agencies, bedrock principles of strategic thinking driven by goals, objectives, key publics and messages haven’t changed. We need to be continually reminded of them.
Brad Thatcher, CEO, Thatcher+Co
Using this text in the classroom prepares students with professional skills. The unique, detailed approach to campaign preparation, creation, execution and evaluation results in award-winning campaigns.
Farah Sanders, Utah Valley University
The planning matrix developed by Wilson and Ogden has been a touchstone for our master’s program since its launch. Recognized for our progressive, applied approach to learning, we can be confident that our curriculum is firmly anchored in strategy. Our students build this muscle by applying the matrix to multiple, real-time client challenges during their time at Georgetown, and bring this mindset to their careers.
Denise Keyes, Senior Associate Dean, Georgetown University
This text is a must for teaching campaigns and strategy. Its comprehensive approach applies to multiple disciplines and industries. My students benefit greatly from using the matrix in their work with clients and campaigns.
Anna Klyueva, University of Houston-Clear Lake
This is my absolute favorite textbook. I actually use it for two classes. I love it, I tell students how much I love it because it’s so visual and simple. I tell them it’s the only one they can’t sell back!
Colleen Lemza, Professor, SUNY Plattsburgh
The importance of learning and applying strategic communications can’t be overemphasized. It is the reason why I require each professional who joins my agency, regardless of their years of experience, to not only become intimately familiar with the Matrix but more importantly to become proficient in its practice. Strategic Communications is an essential tool for students and professionals alike.
Chris Thomas, President, Intrepid Agency
The building blocks of strategic communications are found in the straightforward principles of the matrix, the foundation for creating change. I always use it to launch successful campaigns. I keep a copy of this book at home and at the office.
Patrick Hernandez, Director of Corporate Communications, RealPage
The matrix and strategy briefs rock! I’ve been told that my writing is right on message and my secret is I always use strategy briefs. They not only save me time but also make me look good.
Craig Severinsen, President and Founder, Bright Works PR
The hands-on approach and the matrix framework help students understand all the components and issues involved in planning successful campaigns. I have been using this textbook for the past 12 years at the graduate level as strategic analysis and a solid planning process are essential in designing campaigns for real clients as part of our service learning pedagogical model. I'm also planning to use it in a new capstone course in Public Relations and Integrated Communication Plan in our hybrid/online master's degree.
Wanda Del Toro, Professor, Universidad del Sagrado Corazón, San Juan, Puerto Rico