NCJ Number
51320
Date Published
1978
Length
18 pages
Annotation
THE DEVELOPMENT OF A PUBLICITY PLAN, METHODS TO BE USED UNDER VARIOUS CONDITIONS, AND SPECIFIC STEPS TO BE TAKEN IN PURSUING A NUMBER OF TYPES OF CAMPAIGNS ARE DISCUSSED.
Abstract
PUBLIC EDUCATION, RECRUITING VOLUNTEERS, ATTRACTING FUNDING, LOBBYING PUBLIC OFFICIALS, AND ENLISTING COMMUNITY SUPPORT ARE CITED AS SOME OF THE REASONS WHY A JUVENILE PROGRAM NEEDS PUBLICITY. A GENERAL ACTION PLAN IS PRESENTED, INCLUDING THE FOLLOWING COMPONENTS: GOAL SETTING, DETERMINATION OF THEME, AUDIENCE TO BE REACHED, GEOGRAPHIC AREAS TO BE COVERED, BUDGET ALLOTMENT, APPOINTMENT OF A PUBLICITY DIRECTOR, METHODS TO BE USED, TIME FRAME, ANTICIPATED RESULTS, AND EVALUATION METHODS. BEFORE WEIGHING THE DIFFERENT MEDIA AND PUBLIC RELATIONS TECHNIQUES THAT MIGHT BE USED, IT IS IMPORTANT TO ASSESS THE AGENCY'S STRENGTHS AND WEAKNESSES IN ORDER TO MATCH AGENCY NEEDS AND RESOURCES WITH THE APPROPRIATE CAMPAIGN METHOD. QUESTIONS TO CONSIDER IN DETERMINING THIS ARE LISTED. THREE BASIC PUBLICITY STRATEGIES ARE CONSIDERED: MASS MEDIA CAMPAIGN, PUBLIC RELATIONS, AND COMMUNITY RELATIONS. A MASS MEDIA CAMPAIGN UTILIZES THE POPULAR PRESS TO INFORM AND INTEREST THE GENERAL PUBLIC ABOUT THE MATTERS PUBLICIZED. A PUBLIC RELATIONS CAMPAIGN INVOLVES PLAYING THE LEAD ROLE IN DESIGNING SUCH ACTIVITIES AS INFORMATION DISSEMINATION, PUBLIC EDUCATION, AND GENERAL IMAGE BUILDING. A COMMUNITY RELATIONS CAMPAIGN INVOLVES WORKING WITH INDIVIDUALS AND GROUPS WITHIN THE COMMUNITY TO CULTIVATE AN INTEREST AND PARTICIPATION IN THE AGENCY'S ACTIVITIES. THE PROS AND CONS OF EACH OF THESE THREE TYPES OF CAMPAIGNS ARE DISCUSSED AND STEPS TO BE TAKEN IN EACH OF THESE TYPES OF CAMPAIGNS ARE DESCRIBED. OTHER INFORMATION SOURCES ON PUBLICITY TECHNIQUES ARE CITED.