Download Status of Public Relations

Are You Ready? How to Succeed
In the Changing World of PR
Nashville PRSA – September 22, 2009
Nashville PRSA – September 22, 2009
So What’s Changed?
 The
three E’s of the marketplace
 Status
of public relations
 Impacts
 Focus
of social media
on business outcomes
 Developing
a personal plan
Nashville PRSA – September 22, 2009
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
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
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
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
Status of Public Relations
Nashville PRSA – September 22, 2009
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
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
How CEOs Measure PR Success
Awareness Level
Attitude Change
Achievement of Formal
Goals
Favorable Media
Treatment
Quality and
Completion of Projects
Volume of Clippings
Source: Delahaye MEDIALINK
0
20
40
Nashville PRSA – September 22, 2009
60
80
100
Impact of Social Media
Nashville PRSA – September 22, 2009
Information Is Everywhere
Nashville PRSA – September 22, 2009
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
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
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
Importance of Social Media
7%
Most Important Thing We Do
23%
14%
Somewhat More Important
Equally As Important
15%
8%
1%
More Important
32%
Somewhat Less Important
Less Important
Completely Irrelevant
2009 Study – VIGNETTE / Corporate Executive Board
Nashville PRSA – September 22, 2009
Who Leads the Web 2.0 Efforts
Other – HR, PR
Customer
Relations
11%
12%
6%
2%
IT
Consultant,
Outside Agency
Marketing
69%
Only 12% would rate their Web 2.0
initiatives as Effective
Nashville PRSA – September 22, 2009
2009 Study – VIGNETTE / Corporate Executive Board
Why Use Social Media

Awareness

Engagement

Lead generation

Other proven uses:
•
Customer support communities
•
Significant cost savings
•
Employee interactions
Nashville PRSA – September 22, 2009
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
Focus on Business Outcomes
Nashville PRSA – September 22, 2009
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
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
Impact on Financial Performance



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
Nashville PRSA – September 22, 2009
Impact on Reputation / Brand Equity

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
Nashville PRSA – September 22, 2009
Impact on Employees

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
Note that items here also can refer to
other internal publics, such as
trade association members.
Nashville PRSA – September 22, 2009
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
Developing a Personal PR Plan
Nashville PRSA – September 22, 2009
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
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
Nashville PRSA – September 22, 2009