Transcript Document
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 of social media Focus 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% More Important 14% Somewhat More Important Equally As Important 32% 15% Somewhat Less Important 8% Less Important 1% Completely Irrelevant
2009 Study – VIGNETTE / Corporate Executive Board
Nashville PRSA – September 22, 2009
Who Leads the Web 2.0 Efforts
Customer Relations 2% 6% Consultant, Outside Agency Other – HR, PR 11% Marketing IT 12% 69%
Only 12% would rate their Web 2.0 initiatives as Effective
2009 Study – VIGNETTE / Corporate Executive Board
Nashville PRSA – September 22, 2009
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
Delivering a credible message to more for less
Avoids catastrophic cost
Better audience targeting 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