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111 <br /> <br /> PUBLIC RELATIONS PLAR FOR <br />SOUTHERN CALIFORNIA WATER POLICY PAPER <br /> <br />Communications Obdectives <br /> <br /> a) Create awareness throughout Southern California of <br />the water policy paper among the general public and other <br />key audiences. <br /> <br />b) Promote general support of the water policy paper. <br /> <br /> c) Demonstrate unity among ragional officials as a <br />prelude to statewida unity on water policy. <br /> <br />Communications Strateoies <br /> <br /> a) Rally public support utilizing materials that <br />involve and educate the public on the importance of a <br />comprehensive water policy for California. <br /> <br /> b) Inform legislative leaders and other public offi- <br />cials about the policy. <br /> <br /> c) Concentrate on Southern Cal'ifornia media, legis- <br />lators, opinion leaders and public; vary communications <br />message depending on regional considerations. (i.e., The <br />policy adopted by Southern California officials not only <br />meets the water resource needs of the state, but it also <br />protects the vital resources of Northern California.) <br /> <br />~d~ences - General public, media, government officials, <br />environmentalists, opinion leaders. <br /> <br />Pro.ram highlights <br /> <br /> Media - press kit, editorial board visits, press <br />conferences, TV talk shows. <br /> <br /> Government officials/opinion leaders - leadership <br />luncheons, direct and indirect lobbying, educational seminar <br />in Sacramento. <br /> <br /> General publicity - brochure detailing policy, <br />celebrity personality, video, public .service announcements, <br />pre-matted releases, bill stuffers, speakers bureau. <br /> <br /> <br />