1.) Advertise and promote the center-based training programs for senior citizens in the community of Salisbury and surrounding areas.
The strategy of the Blind Industries and Services of Maryland public relations campaign is: “advertise and promote the center-based training programs for senior citizens in the community of Salisbury and surrounding areas.” It serves as the conceptual “idea hat” for the campaign. A strategy should describe the messages or themes of the PR effort and explain how they will motivate the target public to change to meet the objective. The BISM campaign strategy fits these requirements by naming a way to reach the target public which is the first step toward motivating them to attend the programs. It also introduces the message and theme of spreading awareness of the center-based training programs which is also a necessary step to encourage the target public to attend. The strategy of advertising and promoting is broad enough to include both action and communication strategies. Advertising and promoting the programs can encourage the public to take action and go to the programs (Action Strategy) while also making them aware of the existence of the programs (Communication Strategy).