Journalism 345: Introduction to Strategic Communication

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Journalism 345Introduction to Strategic
Communication
Professor Dhavan Shah TA David Coppini
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Introduction to Strategic Communication

• Strategic concepts
• Theory meets practice
• Covering
• Strategic communication processes
• Integrated marketing communications
• Communication ethics and regulation
• Advertising and PR campaign elements
• Political and health communication efforts

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Course objectives

• Emphasizing breadth over depth
• Survey of central concepts
• Foundation for higher level courses
• Research and account planning (J449)
• Campaign development and management (J449)
• Message development in advertising and PR (J445)
• Media planning and media relations (J447)
• Research methodology (J658, J614)

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Readings

• Text Moriarty, Mitchell and Wells
• 8th Edition or 9th Edition (download alternative
  reading schedule)
• Campaign Project Manual
• Available at
• http//www.journalism.wisc.edu/dshah/teaching.htm
  
• Click on class link for materials
• Critical for the class project
• Read the Syllabus and the Manual

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Exams

• Midterm and final
• Objective questions
• Each exam is worth 100 points
• Not cumulative
• Each covers one half of the class
• Cover lectures and readings
• Lectures can be downloaded before class
• http//www.journalism.wisc.edu/dshah/teaching.htm

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Group project Applied learning

• Class divided into 4-5 person teams
• Each team has one of two clients

Mexico Tourism Board organization responsible
for promoting and marketing travel to Mexico
Carnival Cruse Lines a British-American cruise
line that specializes in less expensive cruises.
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Agency Positions for Group Project

• Account Planner
• Account Director
• Creative Director
• Media Interactive Director
• PR Promotions Director
• Workbook has detailed descriptions of
  responsibilities and requirements

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Topic of Group Project

• Five reasons for topic
• 1. Social and ethical issues involved
• 2. Public and private sector clients
• 3. Challenged brands
• 4. Complex strat comm /IMC options
• 5. New prominence and PR dynamics
• Note You may pose as potential customers and
  contact the client

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Group Project Activities

• Campaign Plan (total of 120 points)
• Rough draft of situation analysis (10 points)
• Rough draft of campaign strategy (10 points)
• Group grade (40 points)
• Individual grade (60 points)
• Pitch Meeting (30 points)
• Peer Evaluation (40 points)

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About the Group Project Activities

• 1. Campaign plan
• 5 Sections, 40-50 pages
• Each person has primary responsibility for one
  section of the plan
• Describes in detail the nature of the campaign
  proposed for the client
• 2. Pitch meeting
• Oral summary of the campaign
• Focus on strategy and creative executions

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Group Project Activities

• 3. Peer Evaluations
• Students will evaluate all other students in
  their group project agency
• Evaluations by other member of their group worth
  40 points toward final grade
• Campaign Planning Meetings

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Outside Class Meetings

• Three meetings outside class hours
• 1. Invited Speaker
• 2. Press conference
• Press Kit Assignment (10 points)
• press release, fact sheet, FAQ, photos/graphics,
  etc.
• Press conference and QA (10 points)
• 3. Pitch meeting (30 points)

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Grading Summary

• Exams
• Exam 1 100 points
• Exam 2 100 points
• Press Conference
• Press Conference 10 points
• Press Kit 10 points
• Group Project Campaign Plan
• Rough drafts 10 points each (20 total)
• Group grade 40 points
• Individual grade 60 points
• Group Project Pitch meeting 30 points
• Group Project Peer Evaluation 40 points
• Participation
• Participation Score 40 points
• Total points 450

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Grade Distribution

• 93 to 100 A
• 89 to 93 AB
• 83 to 89 B
• 79 to 83 BC
• 71 to 79 C
• 61 to 71 D
• Below 61 F
• Possible Adjustments to grade breakdowns

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Extra credit

• Pitch meeting audience
• J-345 students (not working for that client)
• Vote to award 5 bonus points to winning group
• Professors and TA
• Vote to award 10 bonus points to winning group
• Additional extra credit opportunities may be
  announced during the semester

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Questions?
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Challenges of Strategic Communication
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Expanding Options
50s and 60s
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Today
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The Era of Choice

• Dominant trend affecting strategic communicators
  Choice
• Three forces drive this trend
• Changes in Demographics and Lifestyles
• Technological Development
• Economic Climate

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Demographics

• Changes in Household Composition
• Growth of Ethnic Populations
• Graying of America
• Shifts in Women in the Workforce
• Polarization into Rich and Poor

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Changing Household Composition
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Ethnic Populations

• Blacks/Hispanics/Asians as of pop.
• 1980 16
• 2000 26
• 2012 37
• Majority in some states and urban centers
• Will be majority in US by 2042 - US Census

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Changes in Ethnic Populations

• 57 of U.S. Hispanic population in ten metro
  areas
• Majority in some states and urban centers already
• Source US Census

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Changes in Ethnic Populations

• 42 million African Americans in the U.S., making
  up about 12 of the total population
• Asians number 17.3 million in the U.S., about 5
  of the population growing fastSource US
  Census

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Changes in Age Graying of America

• Graying of America
• Today, 13 of Americans are at least 65 years old
• In 2050, it will reach about 20 percent

Source Smithsonian Magazine, July-Aug 2010
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Shifts in Working Women

• About 60 of women are employed outside the
  home.many more today than in the 70s
• BUT, large numbers of women are dropping out of
  the workforce and this number is rising
• From 40 million in 2000, to 49 million in 2013
• Why?
• If not college educated, stay home when have kids
• If a top school graduate, much more likely to
  workBUT, once have kids are LESS likely to work

Source April 17th, The Fiscal Times
www.careerbuilder.com February 8th, 2013
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Income Polarization

• Wealth among a few is increasing
• Middle class shrinking and many remain poor
• Wealth concentrated among top 10

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Lifestyle Changes

• Americans Lead Busier Lives
• Our Whole Family Eats Dinner Together
• 1975 - 84
• 1991 - 78
• 2001 - 70
• 2008 - 63
• I Work Very Hard Most of the Time
• 1975 - 79
• 1991 - 87
• 2001 - 92
• 2008 - 94

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The Take Away

• Americans are
• More Diverse
• In Their Family Structure
• Ethnically and Racially
• In age differential and distribution
• In terms of womens roles
• In terms of income disparities
• There is no mass market anymore

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Makes Your Job Harder

• Fragmentation of the audience poses challenges
• Where is your market?

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Technology

• Second Driving Force of Change
• Brings more Choice into Media World
• Control over viewing patterns
• More programming options
• Multi-media and Internet

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More Consumer Control

• More TV options are giving Viewers/listeners
  more control over what/when/where they
  watch/listen to
• Podcasts
• DVR
• TiVo
• Laptops!

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Now 88 of homes have cable or satellite service
with 120 channels
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Internet

• Takes fragmentation to a new level
• Becoming the dominant medium with growth of
  streaming video, social networking, and digital
  media production
• Great potential for customizing, personalizing,
  tracking, and building buzz
• Yet this demands high level of technological and
  strategic competency which few have

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Internet Drives More Customization

• Internet ads programmed to run concurrent with
  high pollen warnings customized based on
  interaction if click on first ad, get 2nd,
  maybe 3rd ad

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More Adults with Faster Internet
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Economics

• Third Driving Force of Choice
• Fueled by GNP Growth in 80s - 00s
• Lots on Investment Capital
• Rising Stock Market
• Consumers Willing to Spend
• Current Economy Changes Picture
• Contraction in innovation and confidence

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Technologies Driving New Media Monopoly

• 5 mega-corporations control most of media
  industry
• GE, which owns NBC, is a close 6th

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Media Mergers and Consolidation

• More Vertically Integrated Companies
• Ex. Sony-Columbia, GE-NBC
• Leading 20 Web sites and cable channels owned by
  Disney, Fox, Gannett, Hearst, Microsoft, Cox, Dow
  Jones, Washington Post and NY Times.
• More Cross Media Deals
• Publishing, Movies, Music, Net, Hardware
• Consumers bombarded with ads, product placements,
  soundtracks, video games, and special offers
  that cross promote branded goods.

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Economic Consequences

• Cost of traditional media significantly higher
  today on a cost per 1000 homes reached vs. 40
  years ago

Cost per 1000 Homes Cost per 1000 Homes
Network Primetime Spot TV Primetime
1965 1.98 NA
2003 13.42 27.25
2013 25.06 45.80
Source Nielsen Media Research, www.tvb.org 2013
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And so

• Era of Choice Creates Challenges for Traditional
  Mass Marketers
• Diminished Effectiveness
• Hard to Find Consumers
• Hard to Get Noticed
• Hard to Hold Attention
• Hard to Encourage Consumer Response

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and Retention Has Dropped

• Percent who can name TV commercial seen in the
  last four weeks
• 1985 - 64
• 1990 - 48
• 1995 - 42
• 2000 40
• 2005 - 36
• 2010 - 32

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Ads Surround Consumers

• Doctors Offices
• Airport Lounges
• Mobile Media
• Checkout Receipts
• Gas Stations
• Grocery Stores
• Health Clubs

• Bathroom Walls
• Toilet Paper
• Floor Boards
• Bus Wraps
• Social Networks
• Egg Shells
• Bald Heads

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And I Mean Everywhere
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More Action Messages

• Number of coupons distributed (billions)
• Number of direct mail pieces (billions)
• Number of catalogs mailed (billions)
• Number of 1-800 calls made (billions)

• 1980 2010
• 96.4 322.4
• 34.6 99.6
• 5.8 21.1
• 1.3 12.4

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Take Away

• All of this results in marketing overload
• Consumers are bombarded with over 3,000 marketing
  messages a day
• Lower level of consumer response

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Prognosis

• Traditional marketing strategies decrease in
  effectiveness as consumers product and media
  options increase in the coming decade and beyond
• This class is about how we respond to these
  challenges moving forward