CMN 3144 Critical Reflection #7
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School
University of Ottawa *
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Course
3144
Subject
Communications
Date
Jan 9, 2024
Type
Pages
1
Uploaded by MinisterPartridgeMaster959
November 15, 2023 - Critical Reflection #20
Attachment to U of O:
Following from your Thought Exercises on U of O Attachment, please
create a short ‘pitch’ to the University’s Chief Marketing Officer on what
you think is the ideal
Mixed Media approach to creating greater attachment of students to this university. Show how
the different communication functions mix and overlap considerably.
The PESO model & Mixed Media Approach
As a public relations officer, the mixed media approach that constitutes 4 branches: owned,
shared, owed and paid media. The campaign must equally balance all 4 branches to effectively
share and alter the behaviour of the target audience. This relates to the preference and ideal
outcomes of two-way communications and relationships;
depending on the client’s (the
university) budget and ready-able resources for the campaign, both controlled and uncontrolled
media can be used to promote, gain attention, increase
‘earned’
publicity and post contents that
are helpful to both the client and the student-oriented audience. Whether it be the late adopters or
gatekeepers of the mixed media approach it is important to include limitations and improvements
that are needed within the campaign framework to decrease the number of these populations or
provide the necessary preparations to accommodate them. Implementing and connecting the
client with fellow industry partners, popular ‘trusted’ tech
media companies and external publics
(employees, investor, B2B and consumer/student relations) will allow future growth and
development for the campaign. Another aspect of the campaign when using the mixed media
approach is the awareness and inclusion of ethical decision-making in terms of the loyalty and
diversity of which the promotions are made and for diverse student body it is aimed for.
Mixed Media Approach (Chosen)
Both uncontrolled &
controlled media
The use of both increases the range of methods of exposure, able to adapt to
diverse forms of promotion (allows for a greater rate of students exposed to the
campaign)
Shared Media
The combo of influencer engagement on both controlled and uncut rolled
media allows social media to easily promote and expose the campaign to the
students who are heavily reliant on social media to get answers or share
relatable content that greatly resonates with them as ‘individuals’.
Earned Media
Earned media and shared media go hand in hand in terms of influencer
engagement and partnerships that allow students to adopt the behaviour of
coming to campus. This
relates to ‘response to detractors, detractors turned
loyalists, and turned to advocates
.’
The Pitch via RACE Model
Research
Research on which social media’s students are most often using.
Action
Planning
Use this platform and perform connections with influencers to promote.
Communication
Allow incentives for current students to become influencers to share their on-campus
experiences.
Evaluation
The client will have its official account to verify and monitor the interactions and
posted content (its hashtags, shared content or tagged posts)
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