ABSTRACT
Approaching public relations program design through strategic positioning considerations can provide clarity for practitioners and students of public relations. This chapter demonstrates an approach working through the Framework for Intentional Positioning in Public Relations. Working with the Framework, it can define the goal of engaging in positioning efforts. It describes how positioning theory can inform a large-scale global public relations program, it utilizes the brief supplied as part of the 2013 "Cannes Chimera Challenge". The chapter highlights how they are personally involved in the issue and how they can contribute to ending it. The first three domains of the Framework for Intentional Positioning in Public Relations shows to set the strategic context for public relations programs, and the positioning triangle domain has been shown to guide the tactical considerations. In fact, the goal to cut extreme poverty in half was achieved five years early.
