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Creating Strategic Partnerships

Creating Strategic Partnerships. Andraesen Ch. 10. Other publics. Commercial sector distributors Research agencies Public agencies (health agencies) Media Retailers Funders Volunteers Paid staff Other non-profits Corporations Health clinics. Why do they matter?.

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Creating Strategic Partnerships

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  1. Creating Strategic Partnerships Andraesen Ch. 10

  2. Other publics • Commercial sector distributors • Research agencies • Public agencies (health agencies) • Media • Retailers • Funders • Volunteers • Paid staff • Other non-profits • Corporations • Health clinics

  3. Why do they matter? • Health clinic workers must treat patients well • Staff and volunteers must be willing to address difficult partners, network • Pharmacies must stock condoms • Newspapers have to write articles • Radio and TV stations must agree to air PSAs • Community leaders need to refer people, recommend behavior • Corporations need to let you put posters up at workplace….

  4. How do you get cooperation? • Increase positive consequences • Decreased perceived costs • Bring social pressure to bear • Make sure target feels confident that the goal can be accomplished

  5. Commercial sector: benefits • Increase sales • Increase profit through enhanced reputation • PR effects of do-gooder • Increase personal well-being • New partnerships or opportunities • (e.g., Ad Council enlisted private agencies in PSAs) • Skill-building • Is the commercial partner aware of opportunity to partner? If so, they are in contemplation stage…

  6. Commercial sector: barriers • Public sector price (e.g. for pharmaceuticals selling condoms in 3d world) • Cost • Public scrutiny/controversy • Working with unprofessionals

  7. Social pressure • Government involvement • Way to differentiate from competitors • Show market interest • (e.g., Porter-Novelli)

  8. Increased behavioral control • Build perception of involvement and control over creative & managerial process

  9. Media involvement • Coverage can make or break a campaign • Be customer-centered (no hard sell!) • Emphasize positive consequences to journalists • Fit their mission • Appeal to customers • Easy (set up photo shoots, etc.) • Meet deadlines • Minimize costs of coverage • Social pressure • Show other media involved or public figures

  10. Involve other publics • Volunteers • Find ways to make job attractive • Need to be treated like permanent staff • Training • Workplace owners/mgrs • Employees are receptive • Healthier workers stay on job longer • Communities & families • Customer-driven approach can work with groups too • Social pressure will be most effective

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