Are You Ready? How to Succeed In the Changing World of PR

1. Are You Ready? How to SucceedIn the Changing World of PR Nashville PRSA – September 22, 2009

2. Nashville PRSA – September 22, 2009

3. So What’s Changed? • The three E’s of the marketplace • Status of public relations • Impacts of social media • Focus on business outcomes • Developing a personal plan Nashville PRSA – September 22, 2009

4. Integrated Marketing Communications • Defined as, “a planning process designed to assure that all brand contacts/touch points received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” • Goal of selecting the elements of proposed integrated marketing communications is to create a campaign that is effective across multiple media platforms. Nashville PRSA – September 22, 2009

5. The Three E’s Bringing Change Economy • Budgets are down • Value propositions are up • Harder to succeed in marketplace Environment • Trust and credibility are down • Number of messages are down • Audiences now expect to give input Nashville PRSA – September 22, 2009

6. The Three E’s Bringing Change Effects Strengthened Through PR • Public relations understands how to build and sustain beneficial relationships • Transference of credibility moves the message faster • Multiplying factor of combining distribution • Lower cost of finding new audiences • Feedback is more immediate, facilitates needed change to improve efficiencies Nashville PRSA – September 22, 2009

7. Integrated Communications Marketing • Defined as, “strategic delivery of all brand contacts/touch points to a customer or prospect for a product, service, or organization so that they are relevant to that person, consistent through all media and over time builds relationships they trust and seek for advice or value.” Nashville PRSA – September 22, 2009

8. Status of Public Relations Nashville PRSA – September 22, 2009

9. Public Relations Opportunities Survey of Fortune 500 Marketing, Advertising and PR Executives says: • Mass market advertising and promotions are in decline • Public relations has the most to gain if they can show return on investment • Public relations more visible • Visibility results in more to define, protect and defend Nashville PRSA – September 22, 2009

10. Advertising and PR Impacts News coverage can have a substantial impact on consumer behavior, on par with advertising • “Normal” times they reinforce each other • Times of extremely positive and widespread news coverage, advertising doesn’t help that much • Times of extremely negative and widespread news coverage, advertising doesn’t help and may hurt Nashville PRSA – September 22, 2009

11. Source: Delahaye MEDIALINK How CEOs Measure PR Success Nashville PRSA – September 22, 2009

12. Impact of Social Media Nashville PRSA – September 22, 2009

13. Information Is Everywhere Nashville PRSA – September 22, 2009

14. How Did We Get Here? Welcome to Web 2.0 • Software developers changed how we used the web • Ability for content sharing; community development • Pull technologies emerged • Introduction of “social media” Nashville PRSA – September 22, 2009

15. What is Social Media? • Media for sharing and discussing information • Integrates social interaction/technology • User- or consumer-generated media • Ability to “publish” and distribute similar to traditional media • Creates communities with similar interests or attributes Nashville PRSA – September 22, 2009

16. What’s Driving the Change • Clients/companies want “it” (>75%) • Changing media landscape • Transparency, trust, credibility • Connectivity, media habits • Technology readily available • Relationship-driven marketing • Faster reaction/speed to public Nashville PRSA – September 22, 2009

17. Importance of Social Media Most Important Thing We Do More Important Somewhat More Important Equally As Important Somewhat Less Important Less Important Completely Irrelevant 2009 Study – VIGNETTE / Corporate Executive Board Nashville PRSA – September 22, 2009

18. Who Leads the Web 2.0 Efforts Other – HR, PR Customer Relations IT Consultant, Outside Agency Marketing Only 12% would rate their Web 2.0 initiatives as Effective 2009 Study – VIGNETTE / Corporate Executive Board Nashville PRSA – September 22, 2009

19. Why Use Social Media • Awareness • Engagement • Lead generation • Other proven uses: • Customer support communities • Significant cost savings • Employee interactions Nashville PRSA – September 22, 2009

20. Tips for Social Media Success • Get the right people; get your people right • Align your strategy; integrate goals – First the message, then the medium • Address value / measurement first • Plan your resources and approach • Make your presence known; know how you’ll promote Nashville PRSA – September 22, 2009

21. Focus on Business Outcomes Nashville PRSA – September 22, 2009

22. Documenting Business Outcomes Defined measurement metrics and outcomes in four PR impact areas: • Financial • Reputation / Brand equity • Employees and other internal publics • Public policy Nashville PRSA – September 22, 2009

23. Ask Four Questions • Whom are you seeking to affect? • What about them are you seeking to affect? • How much must they be affected to be successful? • By when does this effect need to occur? Note that public relations goals should be relevant, realistic, specific, measureable and timely. Nashville PRSA – September 22, 2009

24. Impact on Financial Performance Nashville PRSA – September 22, 2009 • Generates revenue, sales, profit • Marketing public relations drives sales / Investor public relations drives investment, valuation • Public relations drives donations and membership • Enhances efficiency • Better audience targeting • Delivering a credible message to more for less • Avoids catastrophic cost • Effective counsel helps mitigate impact of crises

25. Impact on Reputation / Brand Equity Nashville PRSA – September 22, 2009 Commands higher prices, lowers costs, generates premium on stock price Enhances recommendations / word-of-mouth, accelerating adoption Increases customer loyalty / renewals / satisfaction Improves talent acquisition and retention Lowers legal costs

26. Impact on Employees Note that items here also can refer to other internal publics, such as trade association members. Nashville PRSA – September 22, 2009 Increases employee satisfaction, engagement, & productivity, thus greater efficiency, increased retention, reduced turnover, lower recruiting costs Lowers legal costs Changes employee behavior, i.e., increasing focus on key areas - safety, quality, call response times Provides greater transparency Increases commitment to and from employees Creates a platform to communicate bad news

27. Impact on Public Policy Creates public awareness, understanding and support for legislation, regulation and political candidates Affects voter behavior Helps pass legislation, regulation and initiatives Affects specific companies and industries through appropriations, taxes and regulatory changes that can affect any and all aspects of a business Instigates and perpetuates grassroots or grass-tops campaigns Nashville PRSA – September 22, 2009

28. Developing a Personal PR Plan Nashville PRSA – September 22, 2009

29. How Do You Measure Success • “If I am successful; what will it look like?” • Written goals and objectives based on business outcomes • Quarterly reviews with immediate management – PR value, marketplace, competition – what are the opportunities? • Twice annual discussions with senior management – long-range objectives and immediate needs – how do you fit? • Focus on quantitative and qualitative Nashville PRSA – September 22, 2009

30. What Else Can I Do? • Get a mentor – both directions • Un-niche your media • Network • Be realistic about your chances of success • Write a weekly “sales” report Nashville PRSA – September 22, 2009

31. Nashville PRSA – September 22, 2009