He thinks that his actions may affect the outcome. Active audiences: this is the group that knows and has acted on the basis of the relationship. You are your organization's greatest advocate. With proactive public relations, you can identify and tell the stories you want to share, the ones that make your destination or attraction unique, engaging and different.
Proactivity is what most people consider when creating a public relations strategy. It's about active outreach, taking the initiative to spread the word and finding the right media and publications to collaborate and work with. This is usually the bulk of their proactive public relations outreach strategy and the biggest investment of their time. Other influential people may be important stakeholders, such as doctors who transmit information to patients and teachers who transmit information to students.
After examining a Buffalo State website, as simple as it is, it has given me some ideas on how to plan and act for each of these types of audiences. You can predict whether stakeholders will actively become public if the problem involves them, if they recognize the problem and if they think they can do something about it. Active and individualized dissemination makes it possible to arouse the writer's interest and develop stories that benefit both the publication and the destination. Signing up for a lead monitoring service is a good way to stay on top of trends happening across the country or to find topics that you may not have considered in your proactive campaign.
Partnerships are a great way for your brand or destination to become a bigger brand and story, which can translate into more important posts and articles that you may not have been able to publish on your own. Effective strategies appeal to the interests of priority audiences and reach them through the most appropriate channels (as discussed below in chapter 9: The Public Relations Process (RACE)). Priority audiences can be shaped according to their demographic characteristics, lifestyles and values, media preferences, cooperation networks and their own interests. The fact that people move from information processing to the information-seeking behavior of active audiences often depends on whether they think they can do anything to solve the problem.
Conscientious audiences will process information and be able to act, but they are limited by lower levels of participation and recognition of problems, or by higher levels of recognition of restrictions. The success of many campaigns is determined by the strength of relations with the stakeholders involved. They may be intervening audiences, but they also affect the success of public relations efforts in other ways.