INFLUENCING PUBLIC ATTITUDES:
STRATEGIES THAT REDUCE THE MEDIA'S POWER
James Lukaszewski, APR
(0-913869-03-1)
Paperback, 64 pages, November 1992
US $14.95, plus shipping and handling
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How does your organization deal with "unplanned visibility?" Veteran practitioner Jim Lukaszewski offers a compendium of practical strategies to deal with the Theory of Mutual Inattention, the Six Myths of Communication and the Five Axioms of Influence. In Part II of this book, the reader identifies and analyzes key audiences, applying to them the Six Realities of Audience Behavior.
TABLE OF CONTENTS
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Chapter One:
Audiences and You
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Chapter Two:
Introducing the Theory of Mutual Inattention
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Chapter Three:
The Six Myths of Communication
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Chapter Four:
The Five Axioms of Influence
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Chapter Five:
Six Realities of Audience Behavior
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Chapter Six:
Reducing the Media's Power
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Chapter Seven:
Audience Analysis
Key Issues and Vulnerabilities
Identifying Base Audiences and Special Publics
Analyzing the Base Audience
Four Strategic Principles of Base Audience Analysis
Analyzing Your Special Publics
Developing a Public Influence Strategy
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Chapter Eight:
Summing Up
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Conclusion
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