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  • STRATEGIC  PUBLIC  RELATIONS  – INFORM,  ENGAGE,   INSPIRE

    Nora K. Carr, APR, Fellow PRSA

    Chief of Staff

    Guilford County Schools 

    336 370 8106 @336‐370‐8106 or carrn@gcsnc.com

  • “Never doubt that a small  group of thoughtful,  committed citizens can change  the world. Indeed, it is the  only thing that ever has ”only thing that ever has.

    ~ Margaret Mead

    INFORM,  ENGAGE,  INSPIRE

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax   |   www.gcsnc.com   |   GCSTV 2

  • S TEP

    O

    h

    O N E: RESE

    Know Who You Are  Talking To ~ And What  Matters to Them ARCH

    &  A

    Matters to Them Demographics Val es and Ps ho raphi s

    A SSESSM

    EN

    Values and Psychographics Perceptions  Preferred Channels of TPreferred Channels of  Communication Gathering Places Key Influencers Community Context(s)

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • S TEP

    TA ti Pl i TWO: A N A

    Action Planning Who needs to know?  Wh h t k i thi

    A LYSIS

    &  P

    Who has a stake in this  issue or concern? What are you trying to  PLA

    N N IN G

    y y g achieve? What’s the  objective? What do you want yourWhat do you want your  target audiences to know,  believe or do?

    fWhat information,  experience or process is  required?

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

    q

  • S TEP

    TA ti Pl i TWO: A N A

    Action Planning What’s the message? Whi h di ?

    A LYSIS

    &  P

    Which medium? What’s the best timing? How will you measure PLA

    N N IN G

    How will you measure  success? What’s the budget? Who can help?

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • H O W N EW

    ID EA

    The Diffusion Process Awareness  A

    S A RE

    A D

    Interest Evaluation T i l

    Differences Among  Individuals D

    O PTED

    Trial Adoption

    Innovators  Early Adopters Early Majority Majority Non AdoptersNon‐Adopters

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • S TEP

    TT H REE: C

    O

    Use New Tools To Build  Relationships O

    M M U N ICAA

    TIO N S

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • P U BLI

    M W t t K

    IC EN

    G A G E

    Mo Wants to Know Listening & Learning Tour O Li S

    EM EN

    T

    On‐Line Survey Advisory Councils Project Teams andProject Teams and  Committees Feedback Loops Secret Shoppers Parent and Community  Public Opinion PollsPublic Opinion Polls Teacher Working  Conditions Survey

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • P U BLIIC

    EN G A G EEM

    EN T SPECTRU

    M

  • S TEP

    T

    l h

    TH REE: C

    O

    Develop a Theme

    O M M U N ICAA

    TIO N S

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • S TEP

    TT H REE: C

    O

    Use Emotion and Keep It Real

    O M M U N ICAA

    TIO N S

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • S TEP

    T

    T ll St i

    T H REE: C

    O

    Tell Stories

    O M M U N ICAA

    TIO N S

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • S TEP

    TLess Is More THREE: C O

    Less Is More

    O M M U N ICAA

    TIO N S

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • S TEP

    T

    H S F

    T H REE: C

    O

    Have Some Fun

    O M M U N ICAA

    TIO N S

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • S TEP

    Take The Time To Find Out What’s FOU R: E

    V A

    Take The Time To Find Out What s  Working, And What’s Not

    A LU

    A TIO

    N

    Process, output  measures and quality  indicators Advertising  equivalency (AVE) P / tPre/post awareness,  knowledge,  understanding Perceptual, public  opinion measures Behavioral measures

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

    Behavioral measures Determine ROI

  • R ETU

    RInvestment or Expense? RN O N IN V

    Investment or Expense? $500,000 communications investment Year one: Recruits 72 new kindergarten students  @ $6 955 34 h ESTM

    EN T

    @ $6,955.34 each Year two: Generates $500,000 in revenue Year 13 = $6 million 

    712 North Eugene Street  |  Greensboro, NC 27401  |  (336) 370‐8100 Phone   |   (336) 370‐8299 Fax  |   www.gcsnc.com   |   GCSTV 2

  • “We cannot always build  the future for our youth, y , but we can build our youth  for the future.” 

    ~Franklin D. Roosevelt

    QUESTIONS  AND  ANSWERS  

    Strategic Public Relations  ~  Inform, Engage, Inspire

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