Here are some typical business goals that a PR campaign may aim to support:
- Increase brand awareness
- Drive sales of new products/services
- Change public perception
- Improve customer satisfaction
- Recruit talent
- Increase investor interest
- Support a merger or acquisition
- Manage a crisis situation
- Increase website traffic or social media followers
- Expand into new markets
The key is to identify goals that are specific, measurable, and time-bound so you can evaluate the effectiveness of your PR campaign. Goals should also be aligned with the company's overall strategic objectives.
61. • Why should you identify key differentiators?
– Defines your position in the market/industry among
competitors
– Also referred to as Unique Selling Proposition (USP)
• It should be unique, measurable
and defendable
• Answers the question of
“Why should I purchase the
product/service from you versus
other similar alternatives?”
Your Key Differentiators
67. • Business Goal:
– Sell more Palm Centro phones
• Communications Objectives:
– Introduce lifestyle & non-tech media influencers
– Attract fashion phone upgraders
– Encourage Palm handheld users to change to a smartphone
• Measurement Metrics:
– Outputs:
• Number of articles
• Audience reach
– Outtakes:
• How favourable is the device viewed by the media
• Is the coverage on message
– Outcomes: Number of phones sold
• Result:
– Close to 80 articles; most positive (rest neutral); nearly all on message
Case Study:
Electronics
Palm Centro
Launch
67
68. 68
• Business Goal:
– Sell more Palm Centro phones
• Communications Objectives:
– Introduce lifestyle & non-tech media influencers
– Attract fashion phone upgraders
– Encourage Palm handheld users to change to a smartphone
• Measurement Metrics:
– Outputs:
• Number of articles
• Audience reach
– Outtakes:
• How favourable is the device viewed by the media
• Is the coverage on message
– Outcomes: Number of phones sold
• Result:
– Close to 80 articles; most positive (rest neutral); nearly all on message
Case Study:
Electronics
Palm Centro
LaunchKey Message A Key Message B Key Message C
It’s time for a
smart decision
Easy-to-use – not
just ‘another’
computer
Increasing
personal
productivity on
the go
Choosing the Centro is the
ultimate smart decision for
fashion phone upgraders
who want both style &
smart phone
functionalities
Through it’s intuitive user
interface and the
combination of touch
screen and keyboard, the
Centro is the ideal partner
for young, energetic and
sociable users who want a
smart phone to organize
their lives and
relationships on the go
Messaging, email, built-in
capabilities to view & edit
documents and access to
over 20,000 applications,
makes the Centro THE
customizable mobile
companion for dynamic
junior- to mid-level
professionals to help them
managing their busy work
and social live
Tone Analysis
No. of
Positives
No. of
Neutrals
No. of
Negatives
On-Message Analysis
23
3
No. On Message
No. Not On Message
90. A thought leader is an individual or firm that prospects, clients, referral
sources, intermediaries and even competitors recognise as
one of the foremost authorities in selected
areas of specialisation, resulting in its being the go-to
individual or organisation for said expertise.
Russ Alan Prince and Bruce Rogers, authors of Profitable Brilliance
A thought leader is a person who identifies trends,
common themes and patterns within a particular
industry or functional area of expertise to help others identify new
opportunities or solutions for growth.
Glenn Llopis, thought-leadership, human capital and business strategy consultant
What is a… Thought Leader
90
91. Thought leadership should be an entry point to a relationship. Thought
leadership should intrigue, challenge, and
inspire even people already familiar with a company.
It should help start a relationship where none
exists, and it should enhance existing relationships.
Daniel W. Rasmus, author of Listening to the Future
What is a… Thought Leader
91
106. # Question Not
Important
Somewhat
Important
Important Highly
Important
1 Headline should be within 10-15
words and tell the key news.
0.00% 10.87% 34.78% 54.35%
2 It is more important to have a strong,
relevant story hook in the first
paragraph rather than ticking off the
usual what / when / where / how etc.
4.35% 15.22% 36.96% 43.48%
3 The total length of the media release
should be within 500 words.
15.22% 26.09% 39.13% 19.57%
4 The media release should include
quotes from relevant spokespeople.
15.22% 32.61% 36.96% 15.22%
5 The release should come together
with biographies of the
spokespeople quoted.
28.26% 28.26% 36.96% 6.52%
4. How important are the following attributes in a press
release?
Close to
90%
80 %
106
107. 4. How important are the following attributes in a press
release?
# Question Not
Important
Somewhat
Important
Important Highly
Important
6 A direct contact with email and
phone number should be included
for every media release.
4.35% 6.52% 17.39% 71.74%
7 Language of the media release
should be suitable for the target
audience in terms of tone, jargon
etc.
0.00% 17.39% 39.13% 43.48%
8 Avoid marketing talk and quotes that
are hardly encountered in real life.
6.52% 15.22% 39.13% 39.13%
9 There should be minimal formatting or
restrictions for media releases so as
to enable easy editing (e.g. no PDF).
10.87% 21.74% 36.96% 30.43%
10 With quotations, photographs of
spokespeople should be included
along with the media release
document as separate files.
17.39% 23.91% 39.13% 19.57%
Over
80%
Close to
80%
Over
75%
107
108. 4. How important are the following attributes in a press
release?
Close to
85%
# Question Not
Important
Somewhat
Important
Important Highly
Important
11 For statistics, infographics should be
included along with the media release.
13.04% 21.74% 43.48% 21.74%
12 Let others talk about your company or
product - include quotes from third parties
like customers or industry experts.
17.39% 32.61% 47.83% 2.17%
13 The story should include links to additional
information like previous releases,
backgrounders etc to provide context.
8.70% 21.74% 45.65% 23.91%
14 For product releases, the focus should
be on differentiators and customer
benefits instead of just features.
0.00% 15.22% 43.48% 41.30%
15 There has to be more than just text, ideally
with videos, photos or infographics
included.
10.87% 15.22% 45.65% 28.26%
108
119. [Brands] have to surprise me, not only meet
my needs, but anticipate my needs.
By using social media exclusively, I think the
company has to
answer me whenever I have a question,
enlighten me whenever I complain,
and thank me whenever I compliment
them.
Source: The Language of Love in Social Media - Firefly Millward Brown
Customers are demanding
119
129. 129
• Business-to-business shipping company.
• 420,000 fans on Facebook and a comprehensive presence on 9
other platforms in less than 11 months (now over 2 million).
• Facebook
– Reach out to followers which include NGOs, employees, potential
employees, competition, suppliers, regulatory bodies.
• Twitter
– Journalists following us and can see when they download their press
releases from Twitter.
130. 130
• LinkedIn:
– “serious professional forum” where they company can have conversations
with customers.
– bring together shipping experts to discuss issues like piracy, trends affecting
the container industry and innovation.
• Google+ Hangouts
– Hold smaller press briefings when the company is launching new initiatives.
• Own website dedicated to social media.
“ Social media is about communication, not marketing. It’s about
connecting and engaging, not about pushing your products….
We never thought of it as a campaign, but rather as a way of
being, a presence.” - Jonathan Wichmann, Maersk Line’s Head of
Social Media
130
133. Challenge within Organizations:
Who‘owns’ Social Media?
• The lines between PR and marketing are blurring.
• “Turf battles” are evident.
• Ownership of social media and blogging still undecided.
• Benefits and communication measurement provides
common ground.
133
146. Basics:
• Location
• Time
• Material
What do they need?
• Think print
• Think photo
• Think broadcast
Expert level:
• Media needs guidance / context
• Key: A strong MC
What journalists want
147. • Make it easy and convenient (eg for AV)
– Offer sound feed and power plugs
– Make it visual (backdrop, photo opportunities)
– Provide camera teams with good sight-lines
– Think about possible noise disturbances (planes, construction, AC)
• Media material (Press Kits)
– Press release, fact sheet, bios, visuals, contact
• Think about the location and room
– Convenience and size
• Proceedings
– Opening statements, MC, clear agenda
– Time for Q&A
– Factor in time for briefings and FAQ
– What’s next (follow ups)?!
What journalists want
149. Bonus:
The Art of Blocking and Bridging
Block Bridge Communicate
No, that is
inaccurate
This is what actually
happened, let’s put
things in perspective…
Key Message
That is an area
outside of my
authority
But I can tell you
this….
Key Message
It’s not our policy to
operate in that way
We took the following
approach…
Key Message
We prefer not to
speculate
At this stage all we
can say is……
Key Message
149
149
157. Won 6 games
Won 5 games
8 goals scored
16 goals scored
7 matches
played
7 matches
played
OUTCOME
METRIC
has to answer
“So what?”
OUTTAKE
METRIC
OUTPUT
METRIC
ACTIONGOAL
2010 World
Champion
Win matchesScore goalsPlay in the final
round in South
Africa
Become
the best
country
WORLD CHAMPION
3rd Place
How to translate this to PR?
Example: Football Worldcup
157
159. Benchmarking
Who are they
talking about?
What are topics/
issues discussed?
How good is your
brand image?
How is your media
footprint globally?
159
160. Benchmarking
What are trends in
traditional vs. social
media?
Who is writing
about you?
What are
keywords of your
brand coverage?
160
178. Nestlé
unwillingly put
public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile photos
to anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
Nestlé: “To repeat: we
welcome your comments,
but please don't post
using an altered version
of any of our logos as
your profile pic--they will
be deleted”
Now it even went worse with all
kinds of criticism, allegations and
simple insults being posted (e.g.
bottled water dispute in the US,
“killing babies”…)
179. Nestlé
unwillingly put
public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile photos
to anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
Nestlé: “To repeat: we
welcome your comments,
but please don't post
using an altered version
of any of our logos as
your profile pic--they will
be deleted”
Now it even went worse with all
kinds of criticism, allegations and
simple insults being posted (e.g.
bottled water dispute in the US,
“killing babies”…)
Key learnings:
Control? You never
had it.
Don't use lawyers to
take things off the
Internet
Admit it, stop it, and
apologize. FAST!
Customers criticizing
you are telling you
something very
valuable
180. Nestlé
unwillingly put
public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile photos
to anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
Nestlé: “To repeat: we
welcome your comments,
but please don't post
using an altered version
of any of our logos as
your profile pic--they will
be deleted”
Now it even went worse with all
kinds of criticism, allegations and
simple insults being posted (e.g.
bottled water dispute in the US,
“killing babies”…)
Key learnings:
Control? You never
had it.
Don't use lawyers to
take things off the
Internet
Admit it, stop it, and
apologize. FAST!
Customers criticizing
you are telling you
something very
valuable
181. Nestlé
unwillingly put
public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile photos
to anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
Nestlé: “To repeat: we
welcome your comments,
but please don't post
using an altered version
of any of our logos as
your profile pic--they will
be deleted”
Now it even went worse with all
kinds of criticism, allegations and
simple insults being posted (e.g.
bottled water dispute in the US,
“killing babies”…)
Key learnings:
Control? You never
had it.
Don't use lawyers to
take things off the
Internet
Admit it, stop it, and
apologize. FAST!
Customers criticizing
you are telling you
something very
valuable
What are your
Rules of Engagement?
A crisis response protocol?
How fast can you react?
Who decides?
189. Sorry seems to be
the hardest word…
• Don't RE-act right away
• Acknowledge - Don't be angry
• Admit the mistake and apologize
• Take ownership
• Ask for forgiveness and make the needed changes – use the
magic words: “I’m sorry” and “thank you” [or at least a “we feel
terrible about this”]
Source: When You're Wrong, Say You're Sorry - SOLUTIONS: Social Media
189
192. When written in Chinese the word crisis is composed of two characters.
One represents danger, and the other represents opportunity
John F. Kenney - 1959
192
196. Global connections through a worldwide
network of experts
Hub-and-spoke
approach:
Using Singapore as a
base to reach out in a
tailored approach to
other target markets.
196