yl2014 media 10_ewing_public_relations
TRANSCRIPT
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Message
Make Sounds!Be Heard!
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Insight
Even the most naughty boy in a class knows how to cast sad looks.
Even the most stern teacher melts when his students become enthusiastic about something meaningful.
Even the most diligent teacher welcomes less slog.
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Strategy
Step 1: Use students to influence the teachers, give them reasonable arguments that would work.
Step 2: Use the Ministry of Education as the authority that would persuade teachers to accept the project.
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Approach students with tailor-made media and guide them to microsite…
Execution
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Microsite is not only source of information about the project but it gives students HWTD tips to involve their teacher…
Execution
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Microsite also shows students how easy it is to perform themselves, they could find there sample videos of real class performances…
Execution
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Nevertheless the microsite is not only funny page for students, it offers teachers guide how to make music classes more attractive and lively while not investing too much time…
Execution
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The final decision is always up to the teachers, therefore we approach them also from the top.
Execution
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Summary
Students
Make Sounds! Be Heard!
Teachers
Ministry of EducationTMM
Microsite
#musicinyourheart