University of California Los Angeles Advocacy Campaign Strategic Overview Paper

  

Description

Give an overview of the campaign to ban guns, this is a follow-up to the last one.

Need 1-2 pages

STRATEGIES AND TACTICS FOR
ADVOCACY
PERCEPTION
• Perception = Meaning
• Selective Perception: The process of focusing on certain elements within the
communication message/event.
• People often derive different meanings from the same message/event.
MAGUIRE’S THEORY: RESISTANCE TO PERSUASION
“The characteristics of the audience that increase the likelihood of exposure
are the same characteristics that reduce the likelihood of acceptance.”
RESISTANCE TO PERSUASION
Bright people consume more messages and are less likely to be persuaded by
them.
STRUCTURES OF AUDIENCES
• Homogeneous: The audience that generally all thinks the same way on the
issue.
• Clustered: The audience is divided into clearly different subgroups with
clearly defined positions on the issue.
• Diffuse:
The audience is widely diverse in its conceptualization of the issue,
without significant clusters around one viewpoint.
SEGMENTATION OF THE AUDIENCE BY GEOGRAPHY
Geographic Segmentation: Targeting the audience based upon their location.
• Messaging Strategy: Use language that is appropriate for the location.
• Channel Strategy: Media Planning should include local media outlets as well
as social media.
• Influencer Strategy: Target local opinion leaders
SEGMENTATION OF THE AUDIENCE USING
DEMOGRAPHICS
Demographic Segmentation: Targeting the audience by age, gender,
occupation, income, education, religion, ethnicity, etc.
• Messaging Strategy: Focused appeals based upon key demographics.
Example: Appeals to college graduates vs. non-college graduates
• Channels: Social Media platforms; Direct Mail; Selected Media buys in
traditional media
• Influencer Strategy: Target those with ethos in each demographic segment
SEGMENTATION OF THE AUDIENCE BY PUBLIC
OPINION
Public Opinion Segmentation: Targeting the audience by their attitudes toward
the issue.
• Messaging Strategy: Focused appeals based upon survey results indicating
favorability/unfavorability and intensity of the attitudes.
• Media Strategy: Social Media and Traditional Media; national campaigns
• Influencer Strategy: Well-known thought leaders with ethos.
SEGMENTATION OF AUDIENCE USING
PSYCHOGRAPHIC DATA
Psychographic Segmentation: Targeting the audience by social class, lifestyle,
personality, and some elements of demographics.
• Messaging Strategy: Focused appeals, often using wedge issues of social
class (“us” vs. “them”); Lifestyle (Suburban Women)
• Media Strategy: Social Media; Direct Mail
• Influencer Strategy: Media Personalities with ethos for the group (Rachael
Maddow; Sean Hannity)
AUDIENCE SEGMENTATION BY GROUP MEMBERSHIP
Group Membership Segmentation: Targeting the audience by their affiliations
with certain organizations.
• Messaging Strategy: Adopting to the key words of the group/organization
(examples: NRA; Planned Parenthood)
• Media Strategy: Social Media; Ads in the publications of the organizations
• Influencer Strategy: Key figures in the organization
CONFORMITY
• Why do people conform in a group setting?
• What is “mob mentality?”
• What is “peer pressure”?
• What are “social pressures”?
SOCIAL IMPACT THEORY
• Size of group positively correlated with degree of conformity – to a point.
• Types of Influence of the group: Informational (we think group is correct);
Normative (we conform because we gain some sort of “reward” from the
group)
MEDIA STRATEGIES
Uses and Gratifications Theory: People select their media in order to fulfill
certain needs in their lives.
• Knowledge
• Entertainment
• Sense of identity
• Emotional Arousal
AGENDA SETTING AND FRAMING
The media doesn’t tell us what to think; it tells us what to think about.
• Messaging Strategy: Get your message out to define its importance; Naming
is Framing; Information Flow control must be part of strategy
• Media Strategy: Depends upon the targeted audience
• Influencer Strategy: Depends upon the targeted audience
AGENDA SETTING AND FRAMING
• Primacy: The first messaging/framing is the most influential. Implication: Get
your message/framing out first.
• Recency:
The most recent messaging/framing is the most influential.
Implication: Time-release your message to keep it fresh.
• Duration: The decay of the effects of the messaging.
of your message is essential to avoid decay.
Implication: Repetition

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