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Action Assembly

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Emy Lyle

on 30 October 2013

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Transcript of Action Assembly

Action Assembly Theory in International Public Relations
Action Assembly International PR example: Coca-Cola
Action Assembly
Developed by John Greene
Explains verbal and nonverbal message behavior
How an individual's thoughts (or audience) are put into action. Why an individual knows something and how they behave because of it.
In PR, it is important to know the target audience in order to predict how they will react.
So Basically..
A company will find out who their target audience is and what they are thinking to predict how they will respond to that company/campaign.
Small World Machines
In 2013, Coca-Cola launched the "Small World Machines" campaign to break down barriers between two nations: India and Pakistan.
Coca-Cola placed two live communication portal vending machines in malls in both nations.
Individuals had the opportunity to wave, touch hands, draw a peace sign or dance before sharing a Coca-Cola.
The goal was to promote cultural understanding between the two nations.
For this campaign to be successful, Coca-Cola had to understand their target audience: people of Pakistan and India. How they think and why there is conflict between the two. How they are similar, what they share, common interests and passions. What would be a safe, emotional way to connect people of the two countries? Small World Machines.
Tactics used to communicate their message were familiarity, culture, language, music, dance and smiling to inflict emotional connection.
Coca-Cola is a company that frequently uses the Action Assembly theory in international campaigns and advertisements.
Based on Interbrand's best global brand 2011, Coca-Cola was the world's most valuable brand.
More than 250 bottling partners worldwide.
94% of the World's population recognized the red and white Coca-Cola logo via Business Insider
Often associated with "happiness." Coca-Cola means 'delicious happiness' in Mandarin.
Cheif Gore and Mayor Lyle
What We Can Learn
Whether focusing on a local or global target audience, it is important to understand and learn what the audience values, thinks, knows and considers "appropriate." By understanding how the target audience thinks, it can be predicted how they will react.
Some Things to Consider in International PR
Language
Understand global issues and cultures while maintaining ethics. Look out for cultural differences and what is considered to be appropriate.
Varying levels of development of media (technology)
apprehension toward US companies/organizations concerning cultural, economic, political or military influence.
"Countries develop at different paces, Pollard says, but have different opportunities: ‘We want the penetration of technology to be matched by the adoption of consumers –
consumer behaviour
– in turn matched by our ability to service that as an organisation. The pace is converging. In some communities such as Spain and Latin America people share more openly than the US,"
-Coca-Cola's Vice President of Global Public Relations, Ivan Pollard, on handling cultural shift in PR.
Belief - Attitude - Opinion
Beliefs are what people hold to themselves.

Attitudes are the behavioral byproducts of beliefs.

Opinion and Public Opinion are the respective attitudes expressed by people that can drive or decide action.
Why Small World Machines?
Full transcript