ABSTRACT
In public relations, positioning efforts or responses to the positioning efforts of others are intentional in nature, and are undertaken to achieve some kind of outcome. The idea in public relations that positioning is intentional and goal-directed led to the examination of the nature of positioning as reported by high-level practitioners. In applying the framework as a guide to designing a communication program or campaign, it is most helpful to begin with the goal of the exercise and work through each domain until the process concludes with the positioning triangle domain. On the basis of the results and analysis of the initial development research projects, it was concluded that, in a public relations context, the framework for positioning offered a more comprehensive approach to positioning than that found in marketing models. Scaffold presented the latest iteration of the Framework for Intentional Positioning in Public Relations and described its four domains: positioning goal, positioning type, strategic pre-positioning, and positioning triangle.
