American Diabetes Association & Functional Society Theory Multi-Genre Approach

Heath, R.L. (2006). Onward into more Fog: Thoughts on Public Relations. Journal of Public Relations Research 96-97

American Diabetes Association & Functional Society Theory Multi-Genre Approach

Heath, R.L. (2006). Onward into more Fog: Thoughts on Public Relations. Journal of Public Relations Research 97Kelly, K.S. (2001). Stewardship: The fifth step in the public relations process. In R.L. Heath (Ed.). Handbook of public

relations (.279-291) Thousand Oaks, CA: Sage.

One of the essential requirements of

functional society theory is to be a

steward (Kelly,2001)of

multiple interests in harmony and collaboration!

Robert L. Heath-One of the Academic Pioneers in examining the history and theoretical foundations of strategic issues management.

American Diabetes Association & Functional Society Theory Multi-Genre Approach

Functional Society Theory of Public Relations can be used to promote community activism for the American Diabetes Association in the “I am Diabetes” campaign.

What is the “I Am Diabetes” Campaign?

“I Am Diabetes” highlights people living with diabetes who use community activism to promote and donate to the American Diabetes Association Uses a multiple of genres of promotion techniques to show how people with “shared views of reality and identification coordinate their activities.” (Heath 96) Genres Used in “I am Diabetes” - Press Release - Promo Ad For Search of Activist - Nation Wide Community News Letter - Promo Ad Highlighting Advocate - FST Testimony from ADA in DC (video for stakeholders) Heath, R.L. (2006). Onward into more Fog: Thoughts on Public

Relations. Journal of Public Relations Research 96

The “I Am Diabetes campaign”

will start off with a press release sent through email distribution, ADA site and through PRWeb, Facebook, Twitter and LinkedIn

Functional perspective “major relationship of interest is between PR Practitioner and the media with a corresponding focus on Journalistic techniques & production skills.” (Botan & Taylor 651)

The “I Am Diabetes” campaign is centered on engaging publics to celebrate diabetic community activists. Our publics will be inspired by our dedication to our Diabetes family.

American Diabetes Association & Functional Society Theory Multi-Genre Approach

Botan & Taylor, (2004) Public Relations: State of the Field Journal of Communication 651

• “I am Diabetes” Promo Ad is used to motivate the community to participate in finding a diabetic advocate for ADA.

• By invoking emotion from our publics we exert power and control which is our PR goal!

• Activists “come from different backgrounds, walks of life and points of view…but most are not famous and do not aspire to be.” (H&H & Neff 3)

H&H & Neff, (2008)Power Resource Management : Pushing Buttons and Building Cases. Public Relations: From Theory to Practice 3

American Diabetes Association & Functional Society Theory Multi-Genre Project

“Activists come from different backgrounds”

• The “I am Diabetes” campaign “focuses on the reality that people require shared views and identification to coordinate their activities.”(Heath 96)

• 3rd example of Functional Society Theory is a newsletter that would go out nationwide highlighting Cherise Shockley as the “I am Diabetes” person of the month.

• Ms. Shockley is the founder of Diabetes Social Media Advocacy a popular website amongst all ages of publics.

American Diabetes Association & Functional Society Theory Multi-Genre Project

Heath, R.L. (2006). Onward into more Fog: Thoughts on Public Relations. Journal of Public Relations Research 96

• Now a look at the “I am Diabetes” Promo Ad highlighting Cherise Shockley as the person of the month

• “I Am Diabetes” encourages public action, and is a quiet persuasion tool to our publics to donate

• My campaign recognizes “the relationship between activists and organizations is tenuous.”(H&H & Neff 3)

H&H & Neff, (2008)Power Resource Management : Pushing Buttons and Building Cases. Public Relations: From Theory to Practice 3

American Diabetes Association & Functional Society Theory Multi-Genre Project

“I Am Diabetes” campaign is a quiet persuasion tool to lead publics to donate and volunteer.”

• Functional Society Theory is working for the American Diabetes Association in Washington, DC see how in our stakeholder promo

• Proof: One activist alone raised over 6-thousand dollars for Tour De Cure!

• Methods of engagement include Meet Up, Twitter and Facebook.

• “Social Networking sites help cultivate a community of friends and share information.” (Scott 37)

American Diabetes Association & Functional Society Theory Multi-Genre Project

“Employees engaged in the events with the community stay motivated” Lindsey Woodward of ADA DC

Scott David (2010) The New Rules of Marketing & PR Building Cases. Social Media and Your Targeted Audience 37

American Diabetes Association & Functional Society Theory Multi-Genre Project

Works CitedRobert L. Heath, Onward Into More Fog: Thoughts on Public Relations’ Research Directions,” Journal of Public Relations Research, 18 (2006): 96-97

Kelly, K.S., Stewardship: The fifth step in the public relations process. In R.L. Heath (Ed.). Handbook of public relations (2001): 279-291

Robert L. Heath, “Power Research Management: Pushing Buttons and Building Cases,” in Public Relations: From Theory To Practice, ed. Tricia L. Hansen-Horn et al. (Pearson Education Inc, 2008 ), 3

David Meerman Scott, “Social Media and Your Targeted Audience,” in The New Rules of Marketing and PR: How to Use Social Media, Blogs, New Releases, Online Vid, and Viral Marketing to Reach Buyers Directly, (New Jersey, John Wiley & Sons Inc.,2010), 37.

Carl H. Botan and Maureen Taylor “Public Relations State of the Field,” Journal of Communication (2004): 651.