> From: Wendi Jones <[log in to unmask]>
>
> Janice,
>
> Thanks for this information. The store doesn't seem at all willing to
> work with us.  I would greatly appreciate any sort of ideas about how to
> deal with this in a positive way without letting it go unnoticed.  The
> mother is very adamant that she wants something done.  I am doing what I
> can to support her.  All information is appreciated.
>
> Warmly,
>
> Wendi Jones

Public relations is a broad field and I work now in a specialized area (news
analysis) but I've done my share of media relations.

There's a "gold standard" in PR. Public relations/communications goals
should be aligned with the overall goal of the organization (or in this
case, the person.)

What is the something she wants done? Is her overall goal to get the store
to amend its policies so that they are not breaking the law? Is it to get
some support for enforcement? Does she want to sue for damages? Does she
want it never to happen gain, to her, or to other mothers? What does she
hope to accomplish with the nurse-in? A demonstration is just a tactic. A
news conference, a news release, interviews, letters to the editor, etc etc
are all just public relations tactics. Tactics support strategies which are
designed to further goals.

First you need to be clear on the mother's goals.

Once you've sorted that out, you can design a communications strategy to
support those goals. Publicity may be one of the tactics you choose to
implement your strategy.

Holding news conferences, getting media attention - that's the easy part.
The hard part is determining the most effective strategy.

It's late, and it's been a long day, and if this doesn't make sense, please
email me and I'll elaborate in the morning.


-- Jodine Chase

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