30 minutes…Erosion of trust and influenceThe value of public relationsActions and resources organizations need now
Trust has erodedInfluence is scatteredPR tactics are changing
Dunbar’s Number is 50 hereEdelman’s decade of tracking says most do not trust in business/gov’t to do what is right. Trust: descending from news, employees, peers, internet to ads.http://www.delicious.com/hanser/trust
Cluetrain Manifesto is more than 10 years old: http://www.cluetrain.com/McKinsey: three-quarters of all industries are driven by word of mouth. Keller says WOM is positive, ‘useful’: http://kellerfay.com/2010/11/11/two-thirds-of-all-brand-related-word-of-mouth-is-positive/
Pew: http://www.pewinternet.org/Reports/2010/Online-News.aspx?r=1 TYPES: Earned, Owned and PaidEveryone is a publisherCustomers and employees can connect to each otherAnyone can listen and participate in these discussionsCost of communicating has plummetedhttp://www.delicious.com/hanser/mediahttp://www.delicious.com/hanser/influence
GW: Journalists use social sources… 89% said they turn to blogs for story research, 65% to social media sites such as Facebook and LinkedIn, and 52% to microblogging services such as Twitter. The survey also found that 61% use Wikipedia, the popular online encyclopedia. Journalists sourcing social: http://www.gwu.edu/explore/mediaroom/newsreleases/nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearchhttp://www.delicious.com/hanser/influence
Cone: we don’t follow a lot of brandsWhat’s the value you deliver that puts you in the ‘Follow 5’?http://www.delicious.com/hanser/influence
Where’s the Twitter traffic?http://www.delicious.com/hanser/influence
PR = ‘Participation Required’ and ‘Powerful Results’Build your sales Recruit and retain qualified people Protect your market position during crisisManage change
Building and defending – <megabus example = category creation and customer satisfaction>
ISSUES: identification and resolution
Start – market entry, customer acquisitionStrengthen – advocacy, referralsEnd – M&A, firings, relocationROCHE (former client): 100-year-old globalpharma company, found powerful ways to connect to stakeholders re: new drugs
There is no passive means of managing your relationships and reputation!
Avoid recklessness with your reputation!Plan to succeed.
Purpose: What do you stand for? What is your ‘cause’?Communities: Which groups can help or threaten? Do you need to create one?Participate: How much can you contribute? Integrate this across the organization!Measure: Are you getting attention? Engagement? Meeting goals?
Listen – EASY > changingAct – HARDER > ‘earning your media’Speak – clear/often > earned/ownedRepeat – hard work! (3-5x for trust)A note about ‘crisis’: mitigate, leverage
First and foremost: listen to your market conversation!Getting easier to listen…Research – on and offline! surveys, panels, etc.Monitoring – lots of tools; provide authority to act
This is the hard part! (AKA‘Earning your media’)EX: Team effort; integrate
Tell your story, clearly and oftenSeek ‘third-party’ voicesChoose spokespeople wiselyRespect journalists!Use your earned, owned *and* paid media
Sustaining it is the hard part… Still, message needs to hit 3-5x for you to be trustedPlan for an ongoing conversation, not a series of stuntsA solid reputation is the reward.
Proactive and reactive moves…Mitigate risks now!Leverage visibility by exceeding expectations
You’re busy!Without dedication, public relations are often left out, mismanaged, or forgotten – until there’s trouble.
RFI (or Q or P)…Relevant experienceStaff assignmentsBudget!Referenceshttp://www.prfirms.org for ‘RFP Builder’ and more
