Strategy and planning/media and other tools

11 important questions on Strategy and planning/media and other tools

Write a press release in...

3rd person, active voice, short 

Wrong press release =

boring, bad news, no news, no relevance to target group

How do you approach press?

send press release, invite for interview, press trip, photograph 
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What is active press?

company approaches press

What is a passive press relation

wait until the press approach them

What is in a media planning?

media objectives
preliminary budget
media strategy
media tactics
final budget
schedule media planning

What is in a briefing?

background, audiences for campaign, communications, stakeholders, resources

Hiring a communication agency for full service advertising agency = 

in house production specialist 

Hiring a communication agency for public relations =

internal/external communication specialized consultancy firm

Grunig and Hunt 2-way symmetrical 

two way negotiation, mutual respect and understanding

Grunig and Hunt 2-way asymmetrical 

one way, persuasion/manipulation to influence

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