A Proposal to Successfully Promote the Five Flags ReferendumA Proposal to Successfully Promote the Five Flags Referendum
1. As quickly as possible assemble a "Committee to Promote the Five Flags
Referendum", to be comprised of individuals who represent as much of
the community as possible.
The committee and public relations coordinator would coordinate and
clarify objectives. (Committee must understand the role of PR in
attaining the goals.)
Basic responsibilities: fact-finding and feedback, planning and
programming, action and communication, and evaluation.
2. Examine where we are, and how we will get to where we want to be (a
successful referendum). Assemble all existing information. Newspaper
files... minutes of meetings... vote of last election...current socio-
economic picture in the city. Meet with people close to the project.
Get to know the personalities, politics and feelings of key persons/
groups. Checkpoints:
a. attitudes and policies of Five Flags
b. knowledge of community
c. community problems
d. community interests
e. economic situation in community
f. economic power
g. political situation in community
h. political leaders
i. opinion leaders in community
j. special emotional attitudes
To summarize the above into five major points:
a. understand the community
b. organize to fit the community's needs
C. conduct the project in tune with the community
d. share time, talents, facilities, money
e. inform the community about what we are doing -- and why.
3. Research. We'll seek four things through research: fact, opinion,
reasons and examples.
Our three basic sources of research will be recorded material, people
and personal observation.
Serious consideration should be given to bringing in an outside opinion
research specialist.
Keep in mind that research is a foundation for creative thinking, not a
substitute.
4. Specific Action.
a. Publicity in news media, TV, and newspapers (particularly the latter).
Done through news releases, press conferences, bringing in a celebrity,
Letters to the Editor, endorsements, etc.
b. Public service advertising on radio and outdoor billboards.
b. Brochure containing basic, easy -to -understand facts.
page 2
d• Get business and industry involved, i.e. in -plant reminders to
get out and support referendum".
e• Public speaking engagements. Respond to all requests and solicit
appearances. Have pool of individuals available.
f. Five Flags slide presentation.
g. Tours of Five Flags Theater (regularly held through summer).
h. Posters for billboards, businesses, possibly buses.
i. Bumper stickers.
j. Telephone campaign on election eve and day.
Respectfully submitted,
David W. Schulz
May 27, 1976
supplemental sheet #1
ATTITUDES
Anyone hoping to influence public opinion must reflect carefully
on why and how Americans --particularly Dubuquer s- -think as they do.
"All men are created equal. "
"The Amateur is better than the Professional. "
"Youth conquers all. "
"Nothing can stand in the way of progress. "
"I'm in a hurry."
"We do it better."
"Why don't they fix it up7"
'"There ought to be a law."
"But don't enforce it."
'*five got a right to know."
"The Almighty Dollar. "
"You can't push me around."
"Militarism is evil. "
"They're not telling everything. It
"I'll sue. it
"Education solves all problems."
David vs. Goliath
ROOTS OF ATTITUDES
Family
Religion
Education
Economic Status
Residence
Experience
Ethnic Affiliation
Organization Membership
Occupation
Political affiliation
Union Membership
Social class
Age
supplemental sheet #2
PUBLICS
Primary Publics
Constituents
Employes
owners
Customers
Community
Secondary Publics
Educators
Government
Suppliers
Dealers or Distributors
Competitors
Special Publics
Inward -oriented organizations
outward -oriented organizations
Unorganized publics
(promote interests of members)
(organized to attain definite objectives)
Everyone belongs to a public. Some persons belong to several publics. Our
job is to determine
which
which to reach them. o them, and which is the most
effective channel