SlideShare ist ein Scribd-Unternehmen logo
1 von 10
Downloaden Sie, um offline zu lesen
Re american d iabetes association multi-genere pr plan
American Diabetes Association & Functional Society Theory Multi-Genre Approach
Heath, R.L. (2006). Onward into more Fog: Thoughts on Public
Relations. Journal of Public Relations Research 96-97
American Diabetes Association & Functional Society Theory Multi-Genre Approach
Heath, R.L. (2006). Onward into more Fog: Thoughts on Public Relations. Journal of Public Relations Research 97
Kelly, K.S. (2001). Stewardship: The fifth step in the public relations process. In R.L. Heath (Ed.). Handbook of public
relations (.279-291) Thousand Oaks, CA: Sage.
One of the essential
requirements of
functional society
theory is to be a
steward
(Kelly,2001)of
multiple interests in
harmony and
collaboration!
Robert L. Heath-One of the
Academic Pioneers in
examining the history and
theoretical foundations of
strategic issues
management.
American Diabetes Association & Functional Society Theory Multi-Genre Approach
Functional Society
Theory of Public
Relations can be
used to promote
community
activism for the
American Diabetes
Association in the
“I am Diabetes”
campaign.
What is the “I Am Diabetes” Campaign?
 “I Am Diabetes” highlights people living
with diabetes who use community activism to
promote and donate to the American Diabetes
Association
 Uses a multiple of genres of promotion
techniques to show how people with “shared
views of reality and identification coordinate
their activities.” (Heath 96)
 Genres Used in “I am Diabetes”
- Press Release
- Promo Ad For Search of Activist
- Nation Wide Community News Letter
- Promo Ad Highlighting Advocate
- FST Testimony from ADA in DC (video
for stakeholders)
Heath, R.L. (2006). Onward into more Fog: Thoughts on Public
Relations. Journal of Public Relations Research 96
The “I Am Diabetes campaign”
will start off with a press release sent
through email distribution, ADA site
and through PRWeb, Facebook, Twitter
and LinkedIn
Functional perspective “major
relationship of interest is between PR
Practitioner and the media with a
corresponding focus on Journalistic
techniques & production skills.” (Botan
& Taylor 651)
The “I Am Diabetes” campaign is
centered on engaging publics to
celebrate diabetic community activists.
Our publics will be inspired by our
dedication to our Diabetes family.
American Diabetes Association & Functional Society Theory Multi-Genre Approach
Botan & Taylor, (2004) Public Relations: State of the Field Journal of
Communication 651
• “I am Diabetes” Promo
Ad is used to motivate the
community to participate
in finding a diabetic
advocate for ADA.
• By invoking emotion
from our publics we exert
power and control which
is our PR goal!
• Activists “come from
different backgrounds,
walks of life and points of
view…but most are not
famous and do not aspire
to be.” (H&H & Neff 3)
H&H & Neff, (2008)Power Resource Management : Pushing Buttons and
Building Cases. Public Relations: From Theory to Practice 3
American Diabetes Association & Functional Society Theory Multi-Genre Project
“Activists come from
different backgrounds”
• The “I am Diabetes” campaign
“focuses on the reality that
people require shared views and
identification to coordinate their
activities.”(Heath 96)
• 3rd
example of Functional
Society Theory is a newsletter
that would go out nationwide
highlighting Cherise Shockley
as the “I am Diabetes” person of
the month.
• Ms. Shockley is the founder of
Diabetes Social Media
Advocacy a popular website
amongst all ages of publics.
American Diabetes Association
“I Am Diabetes”
Nation Wide Community News Letter
Volume 1
1
“I Am Diabetes” person of the month is Cherise Shockley. She
was diagnosed with LADA (Latent Autoimmune Diabetes in
Adults) in 2004. She was only 23-years-old. The diagnosis couldn’t
have come at a worse time. Shockley was a newlywed and her
husband was stationed in Iraq. The lack of a support system
made her turn to the Internet where she began her search for
answers about Type 1 or LADA. After becoming insulin
dependent she looked to TuDiabetes.org and found other
young women and men who she could relate to. Once she
found her voice she started writing a blog about her trials and
tribulations with diabetes at Diabetc_iz_me. and for Diabetesdaily.com. He r
commitment to community activism inspired her to become the founder of Diabetes
Social Media Advocacy. “I started DSMA to bring the community together for a once a
week chat about all things diabetes, support, aw areness and education as a way to
give back to the Diabetes Community and show how powerful social media can be for
people with diabetes.” Ms. Shockley is also the host of DSM A live every Thursday at 9pm
on Blog talk radio. You can also hear Cherise Shockley’s w itty tweets @Diabetic_iz-me.
Cherise Shockley Diabetes
Social Media Advocacy
Founder
Strengthening The Diabetes
Community One Tweet at A
Time
2
American Diabetes Association & Functional Society Theory Multi-Genre Project
Heath, R.L. (2006). Onward into more Fog: Thoughts on Public
Relations. Journal of Public Relations Research 96
• Now a look at the “I am
Diabetes” Promo Ad
highlighting Cherise
Shockley as the person of the
month
• “I Am Diabetes” encourages
public action, and is a quiet
persuasion tool to our publics
to donate
• My campaign recognizes “the
relationship between activists
and organizations is
tenuous.”(H&H & Neff 3)
H&H & Neff, (2008)Power Resource Management : Pushing Buttons and
Building Cases. Public Relations: From Theory to Practice 3
American Diabetes Association & Functional Society Theory Multi-Genre Project
“I Am Diabetes” campaign
is a quiet persuasion tool to
lead publics to donate and
volunteer.”
• Functional Society Theory is
working for the American
Diabetes Association in
Washington, DC see how in
our stakeholder promo
• Proof: One activist alone
raised over 6-thousand
dollars for Tour De Cure!
• Methods of engagement
include Meet Up, Twitter
and Facebook.
• “Social Networking sites
help cultivate a community
of friends and share
information.” (Scott 37)
American Diabetes Association & Functional Society Theory Multi-Genre Project
“Employees engaged
in the events with the
community stay
motivated” Lindsey
Woodward of ADA
DC
Scott David (2010) The New Rules of Marketing & PR Building Cases.
Social Media and Your Targeted Audience 37
American Diabetes Association & Functional Society Theory Multi-Genre Project
Works Cited
Robert L. Heath, Onward Into More Fog: Thoughts on Public Relations’ Research
Directions,” Journal of Public Relations Research, 18 (2006): 96-97
Kelly, K.S., Stewardship: The fifth step in the public relations process. In R.L.
Heath (Ed.). Handbook of public relations (2001): 279-291
Robert L. Heath, “Power Research Management: Pushing Buttons and Building
Cases,” in Public Relations: From Theory To Practice, ed. Tricia L. Hansen-Horn et
al. (Pearson Education Inc, 2008 ), 3
David Meerman Scott, “Social Media and Your Targeted Audience,” in The New
Rules of Marketing and PR: How to Use Social Media, Blogs, New Releases, Online
Vid, and Viral Marketing to Reach Buyers Directly, (New Jersey, John Wiley &
Sons Inc.,2010), 37.
Carl H. Botan and Maureen Taylor “Public Relations State of the Field,” Journal of
Communication (2004): 651.

Weitere ähnliche Inhalte

Andere mochten auch

Marriott International, Inc. France PR Strategy
Marriott International, Inc. France PR StrategyMarriott International, Inc. France PR Strategy
Marriott International, Inc. France PR Strategykb302906
 
Pr Strategy Cambridge
Pr Strategy CambridgePr Strategy Cambridge
Pr Strategy Cambridgerajan.dbg
 
PR Strategy for Ban on Maggi
PR Strategy for Ban on MaggiPR Strategy for Ban on Maggi
PR Strategy for Ban on MaggiDisha Bedi
 
Public Relations PR Campaign, PR Strategy
Public Relations PR Campaign, PR StrategyPublic Relations PR Campaign, PR Strategy
Public Relations PR Campaign, PR Strategyzeshan596
 
BP PR Strategy Brief
BP PR Strategy BriefBP PR Strategy Brief
BP PR Strategy Briefidastilling
 

Andere mochten auch (7)

Marriott International, Inc. France PR Strategy
Marriott International, Inc. France PR StrategyMarriott International, Inc. France PR Strategy
Marriott International, Inc. France PR Strategy
 
Pr Strategy Cambridge
Pr Strategy CambridgePr Strategy Cambridge
Pr Strategy Cambridge
 
PR Strategy for Ban on Maggi
PR Strategy for Ban on MaggiPR Strategy for Ban on Maggi
PR Strategy for Ban on Maggi
 
Public Relations PR Campaign, PR Strategy
Public Relations PR Campaign, PR StrategyPublic Relations PR Campaign, PR Strategy
Public Relations PR Campaign, PR Strategy
 
Digtial PR Strategy in 8 Steps
Digtial PR Strategy in 8 StepsDigtial PR Strategy in 8 Steps
Digtial PR Strategy in 8 Steps
 
BP PR Strategy Brief
BP PR Strategy BriefBP PR Strategy Brief
BP PR Strategy Brief
 
Exploring Fashion PR
Exploring Fashion PRExploring Fashion PR
Exploring Fashion PR
 

Ähnlich wie Re american d iabetes association multi-genere pr plan

Sex, Drugs & Scotland's Health- Post-AIDS Health Promotion: Theories and Methods
Sex, Drugs & Scotland's Health- Post-AIDS Health Promotion: Theories and MethodsSex, Drugs & Scotland's Health- Post-AIDS Health Promotion: Theories and Methods
Sex, Drugs & Scotland's Health- Post-AIDS Health Promotion: Theories and MethodsHIVScotland
 
For this discussion, you will use a census website that posts info
For this discussion, you will use a census website that posts infoFor this discussion, you will use a census website that posts info
For this discussion, you will use a census website that posts infoShainaBoling829
 
People power and the fight for health equity
People power and the fight for health equityPeople power and the fight for health equity
People power and the fight for health equityJim Bloyd, DrPH, MPH
 
Social movements openstax
Social movements openstaxSocial movements openstax
Social movements openstaxEric Strayer
 
529 Presentation Finalw R Qs 4
529 Presentation Finalw R Qs 4529 Presentation Finalw R Qs 4
529 Presentation Finalw R Qs 4NateHull
 
CDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
CDC Millennial Health Leaders Summit _Blog_Marie Lina ExcellentCDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
CDC Millennial Health Leaders Summit _Blog_Marie Lina ExcellentMarie Lina Excellent
 
Health Care as a Social GoodThis page intentionall
Health Care as a Social GoodThis page intentionallHealth Care as a Social GoodThis page intentionall
Health Care as a Social GoodThis page intentionallJeanmarieColbert3
 
Collective behavior and social change
Collective behavior and social changeCollective behavior and social change
Collective behavior and social changedwessler
 
Action Research Inquiry CycleINQUIRY CYCLE PHASE 2Implem.docx
Action Research Inquiry CycleINQUIRY CYCLE PHASE 2Implem.docxAction Research Inquiry CycleINQUIRY CYCLE PHASE 2Implem.docx
Action Research Inquiry CycleINQUIRY CYCLE PHASE 2Implem.docxnettletondevon
 
Where's the hope? Dialogues for Solidarity - Session 1
Where's the hope? Dialogues for Solidarity - Session 1Where's the hope? Dialogues for Solidarity - Session 1
Where's the hope? Dialogues for Solidarity - Session 1ReShape
 
Essay On What Is An American.pdf
Essay On What Is An American.pdfEssay On What Is An American.pdf
Essay On What Is An American.pdfCassie Rivas
 
AIDS organizing, bureaucracy and state relations
AIDS organizing, bureaucracy and state relationsAIDS organizing, bureaucracy and state relations
AIDS organizing, bureaucracy and state relationsAlex McClelland
 
iCSR, 2016 Helping the world one 'like' at a time
iCSR, 2016 Helping the world one 'like' at a timeiCSR, 2016 Helping the world one 'like' at a time
iCSR, 2016 Helping the world one 'like' at a timeBournemouth University
 
2012 harris center newsletter
2012 harris center newsletter2012 harris center newsletter
2012 harris center newsletterDr David Herzog
 
Media Exposure and Social Fear.docx
Media Exposure and Social Fear.docxMedia Exposure and Social Fear.docx
Media Exposure and Social Fear.docx4934bk
 
TRANSformational_Impact
TRANSformational_ImpactTRANSformational_Impact
TRANSformational_ImpactNaa Hammond
 
The Role of Ethics in Public Health Policy Analysis Essay.docx
The Role of Ethics in Public Health Policy Analysis Essay.docxThe Role of Ethics in Public Health Policy Analysis Essay.docx
The Role of Ethics in Public Health Policy Analysis Essay.docxwrite4
 

Ähnlich wie Re american d iabetes association multi-genere pr plan (20)

Roundtree - SXSW 2011 - Minority Report
Roundtree -  SXSW 2011 - Minority ReportRoundtree -  SXSW 2011 - Minority Report
Roundtree - SXSW 2011 - Minority Report
 
Sex, Drugs & Scotland's Health- Post-AIDS Health Promotion: Theories and Methods
Sex, Drugs & Scotland's Health- Post-AIDS Health Promotion: Theories and MethodsSex, Drugs & Scotland's Health- Post-AIDS Health Promotion: Theories and Methods
Sex, Drugs & Scotland's Health- Post-AIDS Health Promotion: Theories and Methods
 
For this discussion, you will use a census website that posts info
For this discussion, you will use a census website that posts infoFor this discussion, you will use a census website that posts info
For this discussion, you will use a census website that posts info
 
People power and the fight for health equity
People power and the fight for health equityPeople power and the fight for health equity
People power and the fight for health equity
 
Social movements openstax
Social movements openstaxSocial movements openstax
Social movements openstax
 
529 Presentation Finalw R Qs 4
529 Presentation Finalw R Qs 4529 Presentation Finalw R Qs 4
529 Presentation Finalw R Qs 4
 
CDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
CDC Millennial Health Leaders Summit _Blog_Marie Lina ExcellentCDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
CDC Millennial Health Leaders Summit _Blog_Marie Lina Excellent
 
Health Care as a Social GoodThis page intentionall
Health Care as a Social GoodThis page intentionallHealth Care as a Social GoodThis page intentionall
Health Care as a Social GoodThis page intentionall
 
Collective behavior and social change
Collective behavior and social changeCollective behavior and social change
Collective behavior and social change
 
Action Research Inquiry CycleINQUIRY CYCLE PHASE 2Implem.docx
Action Research Inquiry CycleINQUIRY CYCLE PHASE 2Implem.docxAction Research Inquiry CycleINQUIRY CYCLE PHASE 2Implem.docx
Action Research Inquiry CycleINQUIRY CYCLE PHASE 2Implem.docx
 
Linda-Lehman-Session-1B-CCIH-2017
Linda-Lehman-Session-1B-CCIH-2017Linda-Lehman-Session-1B-CCIH-2017
Linda-Lehman-Session-1B-CCIH-2017
 
Where's the hope? Dialogues for Solidarity - Session 1
Where's the hope? Dialogues for Solidarity - Session 1Where's the hope? Dialogues for Solidarity - Session 1
Where's the hope? Dialogues for Solidarity - Session 1
 
Essay On What Is An American.pdf
Essay On What Is An American.pdfEssay On What Is An American.pdf
Essay On What Is An American.pdf
 
AIDS organizing, bureaucracy and state relations
AIDS organizing, bureaucracy and state relationsAIDS organizing, bureaucracy and state relations
AIDS organizing, bureaucracy and state relations
 
Social Media for Health
Social Media for HealthSocial Media for Health
Social Media for Health
 
iCSR, 2016 Helping the world one 'like' at a time
iCSR, 2016 Helping the world one 'like' at a timeiCSR, 2016 Helping the world one 'like' at a time
iCSR, 2016 Helping the world one 'like' at a time
 
2012 harris center newsletter
2012 harris center newsletter2012 harris center newsletter
2012 harris center newsletter
 
Media Exposure and Social Fear.docx
Media Exposure and Social Fear.docxMedia Exposure and Social Fear.docx
Media Exposure and Social Fear.docx
 
TRANSformational_Impact
TRANSformational_ImpactTRANSformational_Impact
TRANSformational_Impact
 
The Role of Ethics in Public Health Policy Analysis Essay.docx
The Role of Ethics in Public Health Policy Analysis Essay.docxThe Role of Ethics in Public Health Policy Analysis Essay.docx
The Role of Ethics in Public Health Policy Analysis Essay.docx
 

Kürzlich hochgeladen

SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA .pdf
SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA    .pdfSGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA    .pdf
SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA .pdfHongBiThi1
 
Pharmacokinetic Models by Dr. Ram D. Bawankar.ppt
Pharmacokinetic Models by Dr. Ram D.  Bawankar.pptPharmacokinetic Models by Dr. Ram D.  Bawankar.ppt
Pharmacokinetic Models by Dr. Ram D. Bawankar.pptRamDBawankar1
 
Red Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfRed Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfMedicoseAcademics
 
blood bank management system project report
blood bank management system project reportblood bank management system project report
blood bank management system project reportNARMADAPETROLEUMGAS
 
AORTIC DISSECTION and management of aortic dissection
AORTIC DISSECTION and management of aortic dissectionAORTIC DISSECTION and management of aortic dissection
AORTIC DISSECTION and management of aortic dissectiondrhanifmohdali
 
Female Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before PregnancyFemale Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before PregnancyMedicoseAcademics
 
Different drug regularity bodies in different countries.
Different drug regularity bodies in different countries.Different drug regularity bodies in different countries.
Different drug regularity bodies in different countries.kishan singh tomar
 
Male Infertility, Antioxidants and Beyond
Male Infertility, Antioxidants and BeyondMale Infertility, Antioxidants and Beyond
Male Infertility, Antioxidants and BeyondSujoy Dasgupta
 
Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024Peter Embi
 
ANATOMICAL FAETURES OF BONES FOR NURSING STUDENTS .pptx
ANATOMICAL FAETURES OF BONES  FOR NURSING STUDENTS .pptxANATOMICAL FAETURES OF BONES  FOR NURSING STUDENTS .pptx
ANATOMICAL FAETURES OF BONES FOR NURSING STUDENTS .pptxWINCY THIRUMURUGAN
 
SGK ĐIỆN GIẬT ĐHYHN RẤT LÀ HAY TUYỆT VỜI.pdf
SGK ĐIỆN GIẬT ĐHYHN        RẤT LÀ HAY TUYỆT VỜI.pdfSGK ĐIỆN GIẬT ĐHYHN        RẤT LÀ HAY TUYỆT VỜI.pdf
SGK ĐIỆN GIẬT ĐHYHN RẤT LÀ HAY TUYỆT VỜI.pdfHongBiThi1
 
ayurvedic formulations herbal drug technologyppt
ayurvedic formulations herbal drug technologypptayurvedic formulations herbal drug technologyppt
ayurvedic formulations herbal drug technologypptPradnya Wadekar
 
power point presentation of Clinical evaluation of strabismus
power point presentation of Clinical evaluation  of strabismuspower point presentation of Clinical evaluation  of strabismus
power point presentation of Clinical evaluation of strabismusChandrasekar Reddy
 
How to cure cirrhosis and chronic hepatitis naturally
How to cure cirrhosis and chronic hepatitis naturallyHow to cure cirrhosis and chronic hepatitis naturally
How to cure cirrhosis and chronic hepatitis naturallyZurück zum Ursprung
 
AUTONOMIC NERVOUS SYSTEM organization and functions
AUTONOMIC NERVOUS SYSTEM organization and functionsAUTONOMIC NERVOUS SYSTEM organization and functions
AUTONOMIC NERVOUS SYSTEM organization and functionsMedicoseAcademics
 
MedMatch: Your Health, Our Mission. Pitch deck.
MedMatch: Your Health, Our Mission. Pitch deck.MedMatch: Your Health, Our Mission. Pitch deck.
MedMatch: Your Health, Our Mission. Pitch deck.whalesdesign
 
pA2 value, Schild plot and pD2 values- applications in pharmacology
pA2 value, Schild plot and pD2 values- applications in pharmacologypA2 value, Schild plot and pD2 values- applications in pharmacology
pA2 value, Schild plot and pD2 values- applications in pharmacologyDeepakDaniel9
 
High-Performance Thin-Layer Chromatography (HPTLC)
High-Performance Thin-Layer Chromatography (HPTLC)High-Performance Thin-Layer Chromatography (HPTLC)
High-Performance Thin-Layer Chromatography (HPTLC)kishan singh tomar
 

Kürzlich hochgeladen (20)

SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA .pdf
SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA    .pdfSGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA    .pdf
SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA .pdf
 
Pharmacokinetic Models by Dr. Ram D. Bawankar.ppt
Pharmacokinetic Models by Dr. Ram D.  Bawankar.pptPharmacokinetic Models by Dr. Ram D.  Bawankar.ppt
Pharmacokinetic Models by Dr. Ram D. Bawankar.ppt
 
Red Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfRed Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdf
 
blood bank management system project report
blood bank management system project reportblood bank management system project report
blood bank management system project report
 
AORTIC DISSECTION and management of aortic dissection
AORTIC DISSECTION and management of aortic dissectionAORTIC DISSECTION and management of aortic dissection
AORTIC DISSECTION and management of aortic dissection
 
Female Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before PregnancyFemale Reproductive Physiology Before Pregnancy
Female Reproductive Physiology Before Pregnancy
 
Different drug regularity bodies in different countries.
Different drug regularity bodies in different countries.Different drug regularity bodies in different countries.
Different drug regularity bodies in different countries.
 
Male Infertility, Antioxidants and Beyond
Male Infertility, Antioxidants and BeyondMale Infertility, Antioxidants and Beyond
Male Infertility, Antioxidants and Beyond
 
Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024
 
Immune labs basics part 1 acute phase reactants ESR, CRP Ahmed Yehia Ismaeel,...
Immune labs basics part 1 acute phase reactants ESR, CRP Ahmed Yehia Ismaeel,...Immune labs basics part 1 acute phase reactants ESR, CRP Ahmed Yehia Ismaeel,...
Immune labs basics part 1 acute phase reactants ESR, CRP Ahmed Yehia Ismaeel,...
 
American College of physicians ACP high value care recommendations in rheumat...
American College of physicians ACP high value care recommendations in rheumat...American College of physicians ACP high value care recommendations in rheumat...
American College of physicians ACP high value care recommendations in rheumat...
 
ANATOMICAL FAETURES OF BONES FOR NURSING STUDENTS .pptx
ANATOMICAL FAETURES OF BONES  FOR NURSING STUDENTS .pptxANATOMICAL FAETURES OF BONES  FOR NURSING STUDENTS .pptx
ANATOMICAL FAETURES OF BONES FOR NURSING STUDENTS .pptx
 
SGK ĐIỆN GIẬT ĐHYHN RẤT LÀ HAY TUYỆT VỜI.pdf
SGK ĐIỆN GIẬT ĐHYHN        RẤT LÀ HAY TUYỆT VỜI.pdfSGK ĐIỆN GIẬT ĐHYHN        RẤT LÀ HAY TUYỆT VỜI.pdf
SGK ĐIỆN GIẬT ĐHYHN RẤT LÀ HAY TUYỆT VỜI.pdf
 
ayurvedic formulations herbal drug technologyppt
ayurvedic formulations herbal drug technologypptayurvedic formulations herbal drug technologyppt
ayurvedic formulations herbal drug technologyppt
 
power point presentation of Clinical evaluation of strabismus
power point presentation of Clinical evaluation  of strabismuspower point presentation of Clinical evaluation  of strabismus
power point presentation of Clinical evaluation of strabismus
 
How to cure cirrhosis and chronic hepatitis naturally
How to cure cirrhosis and chronic hepatitis naturallyHow to cure cirrhosis and chronic hepatitis naturally
How to cure cirrhosis and chronic hepatitis naturally
 
AUTONOMIC NERVOUS SYSTEM organization and functions
AUTONOMIC NERVOUS SYSTEM organization and functionsAUTONOMIC NERVOUS SYSTEM organization and functions
AUTONOMIC NERVOUS SYSTEM organization and functions
 
MedMatch: Your Health, Our Mission. Pitch deck.
MedMatch: Your Health, Our Mission. Pitch deck.MedMatch: Your Health, Our Mission. Pitch deck.
MedMatch: Your Health, Our Mission. Pitch deck.
 
pA2 value, Schild plot and pD2 values- applications in pharmacology
pA2 value, Schild plot and pD2 values- applications in pharmacologypA2 value, Schild plot and pD2 values- applications in pharmacology
pA2 value, Schild plot and pD2 values- applications in pharmacology
 
High-Performance Thin-Layer Chromatography (HPTLC)
High-Performance Thin-Layer Chromatography (HPTLC)High-Performance Thin-Layer Chromatography (HPTLC)
High-Performance Thin-Layer Chromatography (HPTLC)
 

Re american d iabetes association multi-genere pr plan

  • 2. American Diabetes Association & Functional Society Theory Multi-Genre Approach Heath, R.L. (2006). Onward into more Fog: Thoughts on Public Relations. Journal of Public Relations Research 96-97
  • 3. American Diabetes Association & Functional Society Theory Multi-Genre Approach Heath, R.L. (2006). Onward into more Fog: Thoughts on Public Relations. Journal of Public Relations Research 97 Kelly, K.S. (2001). Stewardship: The fifth step in the public relations process. In R.L. Heath (Ed.). Handbook of public relations (.279-291) Thousand Oaks, CA: Sage. One of the essential requirements of functional society theory is to be a steward (Kelly,2001)of multiple interests in harmony and collaboration! Robert L. Heath-One of the Academic Pioneers in examining the history and theoretical foundations of strategic issues management.
  • 4. American Diabetes Association & Functional Society Theory Multi-Genre Approach Functional Society Theory of Public Relations can be used to promote community activism for the American Diabetes Association in the “I am Diabetes” campaign. What is the “I Am Diabetes” Campaign?  “I Am Diabetes” highlights people living with diabetes who use community activism to promote and donate to the American Diabetes Association  Uses a multiple of genres of promotion techniques to show how people with “shared views of reality and identification coordinate their activities.” (Heath 96)  Genres Used in “I am Diabetes” - Press Release - Promo Ad For Search of Activist - Nation Wide Community News Letter - Promo Ad Highlighting Advocate - FST Testimony from ADA in DC (video for stakeholders) Heath, R.L. (2006). Onward into more Fog: Thoughts on Public Relations. Journal of Public Relations Research 96
  • 5. The “I Am Diabetes campaign” will start off with a press release sent through email distribution, ADA site and through PRWeb, Facebook, Twitter and LinkedIn Functional perspective “major relationship of interest is between PR Practitioner and the media with a corresponding focus on Journalistic techniques & production skills.” (Botan & Taylor 651) The “I Am Diabetes” campaign is centered on engaging publics to celebrate diabetic community activists. Our publics will be inspired by our dedication to our Diabetes family. American Diabetes Association & Functional Society Theory Multi-Genre Approach Botan & Taylor, (2004) Public Relations: State of the Field Journal of Communication 651
  • 6. • “I am Diabetes” Promo Ad is used to motivate the community to participate in finding a diabetic advocate for ADA. • By invoking emotion from our publics we exert power and control which is our PR goal! • Activists “come from different backgrounds, walks of life and points of view…but most are not famous and do not aspire to be.” (H&H & Neff 3) H&H & Neff, (2008)Power Resource Management : Pushing Buttons and Building Cases. Public Relations: From Theory to Practice 3 American Diabetes Association & Functional Society Theory Multi-Genre Project “Activists come from different backgrounds”
  • 7. • The “I am Diabetes” campaign “focuses on the reality that people require shared views and identification to coordinate their activities.”(Heath 96) • 3rd example of Functional Society Theory is a newsletter that would go out nationwide highlighting Cherise Shockley as the “I am Diabetes” person of the month. • Ms. Shockley is the founder of Diabetes Social Media Advocacy a popular website amongst all ages of publics. American Diabetes Association “I Am Diabetes” Nation Wide Community News Letter Volume 1 1 “I Am Diabetes” person of the month is Cherise Shockley. She was diagnosed with LADA (Latent Autoimmune Diabetes in Adults) in 2004. She was only 23-years-old. The diagnosis couldn’t have come at a worse time. Shockley was a newlywed and her husband was stationed in Iraq. The lack of a support system made her turn to the Internet where she began her search for answers about Type 1 or LADA. After becoming insulin dependent she looked to TuDiabetes.org and found other young women and men who she could relate to. Once she found her voice she started writing a blog about her trials and tribulations with diabetes at Diabetc_iz_me. and for Diabetesdaily.com. He r commitment to community activism inspired her to become the founder of Diabetes Social Media Advocacy. “I started DSMA to bring the community together for a once a week chat about all things diabetes, support, aw areness and education as a way to give back to the Diabetes Community and show how powerful social media can be for people with diabetes.” Ms. Shockley is also the host of DSM A live every Thursday at 9pm on Blog talk radio. You can also hear Cherise Shockley’s w itty tweets @Diabetic_iz-me. Cherise Shockley Diabetes Social Media Advocacy Founder Strengthening The Diabetes Community One Tweet at A Time 2 American Diabetes Association & Functional Society Theory Multi-Genre Project Heath, R.L. (2006). Onward into more Fog: Thoughts on Public Relations. Journal of Public Relations Research 96
  • 8. • Now a look at the “I am Diabetes” Promo Ad highlighting Cherise Shockley as the person of the month • “I Am Diabetes” encourages public action, and is a quiet persuasion tool to our publics to donate • My campaign recognizes “the relationship between activists and organizations is tenuous.”(H&H & Neff 3) H&H & Neff, (2008)Power Resource Management : Pushing Buttons and Building Cases. Public Relations: From Theory to Practice 3 American Diabetes Association & Functional Society Theory Multi-Genre Project “I Am Diabetes” campaign is a quiet persuasion tool to lead publics to donate and volunteer.”
  • 9. • Functional Society Theory is working for the American Diabetes Association in Washington, DC see how in our stakeholder promo • Proof: One activist alone raised over 6-thousand dollars for Tour De Cure! • Methods of engagement include Meet Up, Twitter and Facebook. • “Social Networking sites help cultivate a community of friends and share information.” (Scott 37) American Diabetes Association & Functional Society Theory Multi-Genre Project “Employees engaged in the events with the community stay motivated” Lindsey Woodward of ADA DC Scott David (2010) The New Rules of Marketing & PR Building Cases. Social Media and Your Targeted Audience 37
  • 10. American Diabetes Association & Functional Society Theory Multi-Genre Project Works Cited Robert L. Heath, Onward Into More Fog: Thoughts on Public Relations’ Research Directions,” Journal of Public Relations Research, 18 (2006): 96-97 Kelly, K.S., Stewardship: The fifth step in the public relations process. In R.L. Heath (Ed.). Handbook of public relations (2001): 279-291 Robert L. Heath, “Power Research Management: Pushing Buttons and Building Cases,” in Public Relations: From Theory To Practice, ed. Tricia L. Hansen-Horn et al. (Pearson Education Inc, 2008 ), 3 David Meerman Scott, “Social Media and Your Targeted Audience,” in The New Rules of Marketing and PR: How to Use Social Media, Blogs, New Releases, Online Vid, and Viral Marketing to Reach Buyers Directly, (New Jersey, John Wiley & Sons Inc.,2010), 37. Carl H. Botan and Maureen Taylor “Public Relations State of the Field,” Journal of Communication (2004): 651.