Comparison of the Fundamental Characteristics of Four Orientations
Editor's note: While the following comparison has a focus on health issues, it may be applicable to any development issues.
SOURCE OF ACTION
Social Marketing (SM): Agency or organisation
Public Relations (PR): Agency or organisation
Advocacy: Community or collaborative
Negotiation: Individual or community agency or organisation
FOCUS
SM: Develops health messages to increase knowledge and model behaviours; enhances image of sponsoring organisation
PR: Develops messages and cultivates relationships in order to enhance the organisation's associations with key publics
Advocacy: setting the agenda; shaping the debate; advancing the policy; policies enacted to improve health
Negotiation: determining the agenda; building coalitions; influencing the policy; compliance-prone decisions to improve health
TARGET OF MEDIA EFFORTS
SM: Individuals with risk factors; general public
PR: Customers, clients, shareholders, and current funders; potential supporters and funders; general public
Advocacy: Power holders and policy makers; producers, marketers of health-affecting products; other advocates; general public
Negotiation: Stakeholders and decision-makers; professionals, producers, marketers of health-affecting products and services; social networks; general public - individuals
PERCEIVED NEED TO BE FILLED BY MEDIA STRATEGY
SM: Knowledge and behaviour deficit
PR: Knowledge and familiarity deficit
Advocacy: Power and resource deficit
Negotiation: Knowledge, power, and participatory behaviour deficit
METHOD
SM: Create an optimum blend of the 4P's of marketing in order to reduce the target audience's perceived barriers to accepting the product, while simultaneously making the product as appealing as possible. May utilise free or paid media.
PR: Cultivate relationships, project desired image, and maintain visible community involvement in order to promote ‘favorable associations' with key publics. Use ‘earned' news media and paid ads to gain exposure for organisation.
Advocacy: Utilise ‘earned' news media and paid ads, in conjunction with community organisation strategies, to put pressure on policy makers and to reframe public debate on an issue.
Negotiation: Identify decision-makers at all levels that can influence and be involved with helping the individuals to render their own decisions and build trusting relationships for future benefit. Promotes a healthy citizen responsible for her/his own actions.
MODE OF ACTION
SM: Can be used in isolation, or as part of larger efforts.
PR: Can be used alone, or as part of integrated communications efforts.
Advocacy: Used in combination with other community organisation and advocacy strategies.
Negotiation: Can be used alone, or as part of integrated communication efforts with community organisation and advocacy strategies.
LEVEL OF EFFECT
SM: Primarily individual
PR: Primarily individual
Advocacy: Primarily social environment
Negotiation: Individual to social environment and policy-makers
SOURCE OF ACTION
Social Marketing (SM): Agency or organisation
Public Relations (PR): Agency or organisation
Advocacy: Community or collaborative
Negotiation: Individual or community agency or organisation
FOCUS
SM: Develops health messages to increase knowledge and model behaviours; enhances image of sponsoring organisation
PR: Develops messages and cultivates relationships in order to enhance the organisation's associations with key publics
Advocacy: setting the agenda; shaping the debate; advancing the policy; policies enacted to improve health
Negotiation: determining the agenda; building coalitions; influencing the policy; compliance-prone decisions to improve health
TARGET OF MEDIA EFFORTS
SM: Individuals with risk factors; general public
PR: Customers, clients, shareholders, and current funders; potential supporters and funders; general public
Advocacy: Power holders and policy makers; producers, marketers of health-affecting products; other advocates; general public
Negotiation: Stakeholders and decision-makers; professionals, producers, marketers of health-affecting products and services; social networks; general public - individuals
PERCEIVED NEED TO BE FILLED BY MEDIA STRATEGY
SM: Knowledge and behaviour deficit
PR: Knowledge and familiarity deficit
Advocacy: Power and resource deficit
Negotiation: Knowledge, power, and participatory behaviour deficit
METHOD
SM: Create an optimum blend of the 4P's of marketing in order to reduce the target audience's perceived barriers to accepting the product, while simultaneously making the product as appealing as possible. May utilise free or paid media.
PR: Cultivate relationships, project desired image, and maintain visible community involvement in order to promote ‘favorable associations' with key publics. Use ‘earned' news media and paid ads to gain exposure for organisation.
Advocacy: Utilise ‘earned' news media and paid ads, in conjunction with community organisation strategies, to put pressure on policy makers and to reframe public debate on an issue.
Negotiation: Identify decision-makers at all levels that can influence and be involved with helping the individuals to render their own decisions and build trusting relationships for future benefit. Promotes a healthy citizen responsible for her/his own actions.
MODE OF ACTION
SM: Can be used in isolation, or as part of larger efforts.
PR: Can be used alone, or as part of integrated communications efforts.
Advocacy: Used in combination with other community organisation and advocacy strategies.
Negotiation: Can be used alone, or as part of integrated communication efforts with community organisation and advocacy strategies.
LEVEL OF EFFECT
SM: Primarily individual
PR: Primarily individual
Advocacy: Primarily social environment
Negotiation: Individual to social environment and policy-makers
Source
From Scott Ratzan's presentation to CHANGE mini-forum, January 1999.
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