Prepared for Prof. Ed Ziegler's Wilmington University class.

1. Anatomy of
Public Relations
from
The Public Relations
Practitioner’s Playbook
M. Larry Litwin, APR, Fellow PRSA
© 2010
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Taken from…
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2. for...
Professor Ziegler’s
Wilmington University
class
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PR Is...
• “This is who we are;
• What we think about ourselves;
• What we want to do; and
• Why we deserve your support.”
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3. 5
You Talk – We Listen
Hearing vs. Listening
There is a reason why we have two ears and
one mouth – we must listen twice as
much as we speak.
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4. Public Communication
• Public communication is at the heart of our economy,
society and politics. Studios use it to promote their
films. Politicians use it to get elected. Businesses use
it to burnish their image. Advocates use it to promote
social causes.
• It is a field built on ideas and images, persuasion and
information, strategy and tactics. No policy or product
can succeed without a smart (strategic) message
targeted to the right audience in creative and
innovative ways at the ideal time using the proper
channel. The ability to communicate this way – to
communicate strategically – is what Public
Communication is all about.
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MAC Triad
M
+P+T
A C
M=Message A=Audience C=Channel
P=Purpose T=Timing
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5. MAC Triad Plus cont.
• Informization
– Disseminating information (message) to
target audience through the proper channel
at the best possible time.
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Advertising is Synergy
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6. Public Relations…
(Not paid – Uncontrolled)
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Public Relations…
A tool of leadership!
[a seat at the table]
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7. Public Relations 101
• Management and counseling function
• Enables organizations to build and maintain
relationships
• Through an understanding of audience
attitudes, opinions and values
• Planned, deliberate and two-way
• Conscience of organization
• Overseer of brand/reputation
• Relationship management
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Public Relations
A management function that
helps organizations and their
publics mutually adapt to one
another.
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8. Public Relations Defined
A management function
which evaluates public attitudes
and identifies the policies and procedures
of an organization with the public interest
and executes a program of action (and communication)
to earn public understanding and acceptance
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Public Relations
Management Process
Determination and
evaluation of public
attitudes
PR
Identification of policies
and procedures
Development and
execution of the
program 16
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9. Traditional PR Perspective
Customers
Community Investors
Public
Relations
Department
Suppliers Government
Employees
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PR Practitioners are…
Strategic Advisors
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10. Edward Bernays’
Public Relations Functions
• To interpret the client to the public, which
means promoting the client
• To interpret the public to the client, which
means operating the company in such a way
as to gain the approval of the public
• To act as a public service
• To promote new ideas and progress
• To build a public conscience
Crystallizing Public Opinion – 1923
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Ivy Ledbetter Lee’s
Public Relations Principles
1. Tell the truth
2. Provide accurate facts
3. Give the public relations director
access to top management so that
he/she can influence decisions
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11. PR Counselors must possess…
• Loyalty
• Judgment
• Trust
• Ethics
• Integrity
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Managing Public Opinion
Public relations practitioners…
– Assess public opinion
– Influence public opinion
It is our responsibility to MANAGE
public opinion!
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12. ABCs of Strategic Communication
• Anticipate
• Be Prepared
• Communicate Clearly, Concisely,
Consistently, Calculatingly,
Completely (Specifically and Simply)
Open, Honest, Thorough, Valid
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Double Bottom Line
• First Bottom Line
– Build Relationships
• Second Bottom Line
– Profit – or, accomplish your Goal
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13. Triple Bottom Line
• Pat Jackson’s DBL – plus:
• Third Bottom Line
– Revenue>Controlled Costs=Profit
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Fraser Seitel’s “Real” Bottom Line of PR
• “Our fundamental role in PR is to defend and
promote and enhance and sustain the
reputation of our organizations.”
• “Our job in PR is to help ensure that that
objective is achieved…through proper
performance – effectively communicated.”
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14. How are Bottom Lines Achieved?
???
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Reaching the Desired Outcome
• Attitude
• Opinion
Education > Knowledge >
Attitude > Behavioral Change >
Output = Desired Outcome
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15. Public Relations is Synergy
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PR-Pie
• Purpose
• Research
• Planning
• Implementation
• Evaluation
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16. Two-Way Communication Model
Sender>>>Message>>>Receiver
^ V
^ Noise V
^ Noise V
^ Noise V
^ V
^ <<<<<<<<Feedback<<<<<<< V
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PR Plan/Roadmap
• Goal
• Objectives
• Strategies
• Tactics
• Tools
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17. Superior tactics cannot
overcome a bad
(business) strategy.
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No Planning = No Plan =
No Hope
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18. Synergy
The whole is greater than
the sum of its parts
or
The whole works better than
any one of its parts.
[To achieve our goal, we should
achieve synergy.]
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Synergy’s Parts
• Advertising • Product itself*
• (Sales) Promotion* • Packaging*
• Public Relations* • Policy*
• Direct Marketing • Politics*
• Cause Marketing • Mind Share
• Sponsorship (Partnering) (Brainstorming –
Marketing
Intellectual Property)
• Positioning (Place)*
• Brand Identity
• Personal Selling*
• Interactive
• Price*
* Litwin’s 9 P’s of Marketing
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19. Public Relations is Synergy
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Litwin’s 9 P’s of Marketing = Synergy
• Product • Public Relations
• Place (Positioning) • Personal selling
• Price • Policy
• Promotion (Sales) • Politics
• Packaging
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20. 7 C’s of Communication
• Credibility
• Context
• Content
• Clarity
• Continuity and Consistency
• Channels
• Capability
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Cutting Through the Clutter
Using
“Word of Mouse”
NSPRA National Seminar – 2010
M. Larry Litwin, APR, Fellow PRSA
© 2010
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21. Web 2.0
Doing what We Do even
better…using participatory
(social) media.
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22. First of Many Examples
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Discussion Points
Social Media Revolution.flv
• Social Media via YouTube®
• http://www.youtube.com/watch?v=lFZ0z
5Fm-Ng&feature=channel
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23. OK!
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You just need to...
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24. WHY USE SOCIAL MEDIA ?
Builds Brand
Loyalty
Drives
Authenticity
Measures Return
of Investment Produces Common
Threads
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Point of Emphasis
• Today, there are more media channels and content
streams competing for your target audiences’
attention than ever before. The key to success is to
focus on the appropriate medium that will carry your
message to your target audience efficiently and
effectively – and – at the right time (aperture). 1-2-1
“marketing” (IMC/ “Word of Mouse”) ties your
communication messages together with a consistent
look, feel, tone and message that support your
strategic communication efforts and makes your
message more effective and efficient.
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25. Another Point of Emphasis
• Social media IS participatory
media and
“Word of Mouse”
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The Future is Now
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26. More Discussion Items
• YouTube®
• Blog
• Inline attachments
• Podcasts
• Vcasts
• Twitter®
• Info Snacking
• Texting/SMS
• BBMing
• Websites (Disadvantages – later)
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More Discussion Items
• Flash mobs
• Cell phone audio tours
• Disruptive technology
• Google Docs
• Blasting
• ListServ
• Ink Jet printing
• Viral marketing
• RSS Feeds
• Podcasts offer flexibility to reach “on-the-go staffers”
• By Lindsey Miller
• PepsiCo’s “Sound Bites” deliver 7-minute updates and
interviews of interest to employees.
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27. Two-Way Communication Model
Sender>>>Message>>>Receiver
^ V
^ Noise V
^ Noise V
^ Noise V
^ V
^ <<<<<<<<Feedback<<<<<<< V
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Web 2.0 and Social
Networking Strategies
• Users add value
• Two way communication – participation not publishing
• Technology is used to create and diffuse new knowledge
• Spontaneous collaborative work
• Online content is the start of group-level work
• Perpetual beta
• Online content is generated by many people
• Faith in the community
• Connections are the new king, although content still matters
• Word of Mouse marketing (WOMM)
• Web as platform: anytime, anywhere access
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28. Three-Step vs. Two-Step Flow
Three-Step Flow Two-Step Flow
1. Credible endorser* 1. Mass-media
2. Key communicator message carrier
3. (Targeted) publics 2. (Targeted) publics
*Source credibility
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Three-Step vs. Two-Step vs.
One-Step Flow
or
1-2-1
From organization directly to
(Targeted) publics
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29. Power of 1-2-1
How street vendors are using Twitter to drive offline traffic sales.flv
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Apps
• http://www.youtube.com/watch?v=kkcJv
Kt-zbA&feature=related
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30. Examples start here…
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PR News Has Gone Social
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31. 1:1 (or 1-2-1)
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There is L.L. – in RED
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32. Inline 1-2-1
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Inline (1-2-1) Attachment
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33. Inline 1-2-1
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Inline – Less formal
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34. 1-2-1 (1:1) – Inkjet
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1-2-1 (1:1) – Inkjet
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35. 1-2-1 (1:1) – Inkjet
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Twitter® Messages
• Found this by Googling myself. One
never knows what one will find when
one does that. Check this out .
http://bit.ly/bByUbh*
*http://thefirepio.com/2010/05/10/what-is-
public-relations/#more-833
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36. Power of “Word of Mouse”
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Found on Google®
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37. TweetDeck®
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TweetDeck® – It’s portable
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38. Social Media Rankings
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Social Media Specialist: Melissa Jones
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01 - Track 1.mp3
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40. NewBalance RUN-dezvous
• The idea behind the
campaign was: “spend some
time with us, have fun and
get the product for free.”
• Lazerow socialized the
campaign by making
challenges an important part
of the game. “Which
Facebook friend is the best
runner?”
• 250,000 active users
• 86% returned at least once
• 57% came back nine times or
more
• More than 1 million Acebacks
(rewards) earned by
consumers playing the game 79
Info Snack
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41. Info Snack
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Full article
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42. Full article – Page 2, etc.
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Effective 1-2-1
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43. Keeping Current
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The Future is Now
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44. What’s on YOUR mind???
• Understanding the MAC Triad Plus P&T
• Audiences and messaging
• Media challenges
• Reaching Key Communicators and others
(niche audiences)
• “Pitching”
• 7 C’s of Communication
• 6 C’s of Writing
• Prepping the “C” suite
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Questions ???
M. Larry Litwin, APR, Fellow PRSA
larry@larrylitwin.com
www.larrylitwin.com
© 2010
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