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?
 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….
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
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…
Commercial sector: barriers
Public sector price (e.g. for
pharmaceuticals selling condoms in 3d
world)
Cost
Public scrutiny/controversy
Working with unprofessionals
Social pressure
Government involvement
Way to differentiate from competitors
Show market interest
(e.g., Porter-Novelli)
Increased behavioral control
Build perception of involvement and
control over creative & managerial process
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
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