Awareness is the Key: Opinion Leaders are the Answer
Ashley Rahill
My client is OU Nightly, the live, student-run broadcast on the University of Oklahoma campus. Through an intensive six month campaign, we will utilize numerous public relations tactics to increase awareness about OU Nightly. Although our first priority is to increase awareness about the broadcast, at the same time, we hope to begin positioning OU Nightly as a credible news source in the minds of our publics.
During the last couple of months, we have conducted extensive background research, including an audit of our client’s reputation and of the news business in general. We have administered several surveys, and the results illustrate an overwhelming public interest in OU Nightly. The trick is to make people aware of the broadcast. Through our research, we discovered that by simply increasing awareness, people’s curiosity will prod them to watch the show for the first time. Due to the broadcast’s credibility and high level of professionalism, people are likely to remain interested.
So how do we achieve our goal? Easier than we might have imagined.
Our client recently showed an interest in reaching the Norman community through local opinion leaders in various service organizations: a public we had not previously considered. Getting opinion leaders on board launches the beginning of the trickle-down effect. Opinion leaders are informed of an issue, or in our case, a program. They, in turn, pass the information on to the remainder of the public. It seems rather careless that we neglected to realize this public sooner, as opinion leaders are the key to rallying another more reluctant public.
The course of action has been relatively simple. We compiled a contact list of service organizations such as Rotary, Lions Club and Kiwanis Club in Norman and the surrounding areas. We contacted the leaders of these organizations and are setting up a brief informational session at the clubs’ weekly meetings. Now all we have to do is convince these opinion leaders that their time won’t be wasted watching the show. The rest is up to them.
Ashley Rahill
My client is OU Nightly, the live, student-run broadcast on the University of Oklahoma campus. Through an intensive six month campaign, we will utilize numerous public relations tactics to increase awareness about OU Nightly. Although our first priority is to increase awareness about the broadcast, at the same time, we hope to begin positioning OU Nightly as a credible news source in the minds of our publics.
During the last couple of months, we have conducted extensive background research, including an audit of our client’s reputation and of the news business in general. We have administered several surveys, and the results illustrate an overwhelming public interest in OU Nightly. The trick is to make people aware of the broadcast. Through our research, we discovered that by simply increasing awareness, people’s curiosity will prod them to watch the show for the first time. Due to the broadcast’s credibility and high level of professionalism, people are likely to remain interested.
So how do we achieve our goal? Easier than we might have imagined.
Our client recently showed an interest in reaching the Norman community through local opinion leaders in various service organizations: a public we had not previously considered. Getting opinion leaders on board launches the beginning of the trickle-down effect. Opinion leaders are informed of an issue, or in our case, a program. They, in turn, pass the information on to the remainder of the public. It seems rather careless that we neglected to realize this public sooner, as opinion leaders are the key to rallying another more reluctant public.
The course of action has been relatively simple. We compiled a contact list of service organizations such as Rotary, Lions Club and Kiwanis Club in Norman and the surrounding areas. We contacted the leaders of these organizations and are setting up a brief informational session at the clubs’ weekly meetings. Now all we have to do is convince these opinion leaders that their time won’t be wasted watching the show. The rest is up to them.
No comments:
Post a Comment