Eight New Practices of the New PR Champion

transcript

The Eight Techniques

of the New PR Champion

Presented By: Deirdre Breakenridge

Public Relations

Expanded!

Public relations is changing too. It’s not dead!

Our World is Constantly Changing …

PR needed a new model; a better approach to

communications in the social media landscape.

Our World is Constantly Changing …

When Traditional Meets Social Media …

A Customized Story

A Global View of Social Media …

New Networks to Conquer with Purpose …

A Vast Social Media Universe …

Charting a Social Map …

Your Brand

Calling all of the Socially Career Minded…

Source: LinkedIn data and a

report by Jeremiah Owyang of

Altimeter Group

How does Social Look on the Inside?

Putting the Public Back in Public Relations Solis • Breakenridge

Corporate

Finance

Customer

Service

Who Owns

Social Media?

Product

Development

PR + PR 2.0 Creates the Hybrid / PR Champion

How the PR Champion Interacts Internally …

Facilitator/Handler Influencer/Champion

Media Relations Social Media

Moving Toward the PR 2.0 Champion/Hybrid

• Creators: make social content go.

• Conversationalists: update status

on networks

• Critics: respond to content from

others.

• Collectors: organize content for

themselves

or others

• Joiners: connect in social networks

• Spectators: read blogs, watch videos

and listento podcasts

• Inactives: Don’t participate

Climbing the Technographics Ladder …

• Strategic communicator

• Social media professionals

• Market analysts

• Web marketer

• Customer service rep

• Relationship marketer

• Viral marketer

• Listener/Conversationalist

• Research librarian

Roles and Responsibilities of the PR Champion

PR Expanded:

Eight New Practices …

PR Expanded: Eight New Practices …

PR Hybrid

Professional

PR Hybrid

Professional

#1 The

Policymaker

#2 Internal

Collaboration

Generator

Technology

Tester

#3 Pre-Crisis

Doctor

Reputation

Task Force

Member

#7 Comms

(Process)

Organizer

Relationship

Analyzer

#5 Master of

the Metrics

PR Hybrid

Professional

Policymaker

Measurement

of Policy

Behavior

Core Team

Comms Plan

Employees

Policy

Process

Policy

Objectives

PR Hybrid

Professional

? #2 Internal

Collaboration

Generator

Phase III

Sharing

The Plan for

Internal

Sharing

Answering

the Sharing

Questions

Phase II

Sharing

Phase I

Sharing

Research

Platforms

PR Hybrid

Professional

Tech Test

Tools for

Crisis

New Crisis

Measure-

#3 Pre-Crisis

Doctor

Org. Chart of

Key Social

Contacts

Key Media/

Key Bloggers

Integration of

Department

Detailed

Comment

Response

PR Hybrid

Professional

The Social

Brand Police

Ethics

Enforcer

Conversation

Tracker

Reputation

Task Force

Social Media

Advocate

Relentless

Auditor

Reputation

Liaison

PR Hybrid

Professional

Community

Building

PR and

Marketing

Research

Reputation

Management

Customer

Service

Satisfaction

Driving

traffic and

registrations

Sales of

products and

services

#5 Master of

Metrics

PR Hybrid

Professional

Social

Network

Analysis

Software

Tools to

Identify

Relationship

Identifying

Influence

Charting a

Social Map

Breaking

Down the

Landscape

Relationship

Analyzer

Growth of

Relationship

PR Hybrid

Professional

Journalism –

Curating

Content

Focus on a

New Media

Social Media

Universal

Sharing

#7 Comms

Process

Organizer

Social Media

Account

Management

Social Media

Purpose Brief

PR Hybrid

Professional

Research

Internal

Sharing

Technology

Tester

Blogger

Influence

Monitoring/

tracking

Video Editing

and SEO

Blogging

Platforms

PR Campaign

Management

Software

New Practices Guide the Organization…

We Must Show Value …

GENERAL MOTORS:

•Launched “FastLane”

•One of the first blogs personally written by

senior executives

•Customer feedback given through a blog

saved the company $180,000/year versus

traditional focus group research

•GM experienced enormous good will with

customers speaking directly to executives

ADIDAS:

•Used social networks to

do guerrilla marketing

• Used mobile (e.g. Facebook, Twitter,

SMS) in and around NBA All-Star Game

• Increased retail sales 20x the goal in Las

Vegas (where All-Star Game occurred)

MARS/PEDIGREE:

•Integrated “Pedigree Adoption Drive”

•Pedigree created “Become a fan, help a

dog” Facebook group.

•Campaign started with 55,000 fans

•At the end, there were 1,000,000+.

•Involvement included 6,000 photos, 50

videos, 1,000’s of comments and, most

important, made donation for 1,100,000

bowls of dog food

THE MAKING OF THE PR CHAMPION

ARE YOU READY?

The PR Policymaker

The Social Media Core Team

The Audit

What do you review in the Audit?

• Community size benchmark

• Brand guidelines

• Strategic purpose

• Levels of engagement (1 to 10)

• Type of content

• Frequency of posting

• Type of measurement

The Policy Matrix

What questions allow you to build the

Policy Matrix?

• Social media education

• Brand guidelines

• Personal vs. work statement

• Types of acceptable content and use

• Potential legal issues

• Potential IT issues

• Account management and process

Internal Collaborator

Email vs. Real Time Collaboration

Pre-Crisis Doctor

The Comment Response Chart

Reputation Task Force

The Reputation Task Force Member:

• Compares sentiment on different platforms

• Reviews emotion and tone of content

• Analyzes the sentiment of competitors

• Watching closely influencer sentiment

• Tracks sentiment and ties it to public

confidence

Hybrid Pro

Ethics Brand

Police

Social

Relentless Auditor + = Member of Task Force

Master of Metrics

Inform

Inspire

Engage

Measure Over Time…

Relationship Analyzer

COMMS Organizer

Traditional PR:

• News Releases

• Newsletters

• Case Studies

• Special Events

• Speeches

• Media Kits

• Speakers Bureaus

• PSAs

• VNR

PR 2.0 (Social):

• Social Media Releases

• VNR 2.0

• Podcasts/Video Podcasts

• Blogs/Vlogs

• Word Clouds

• Widgets

• Polls

• Wikis

Digital PR

Traditional News Release Social Media Release

Sharing by Department

Universal Sharing

PR Technology Tester

The IT Department

“What Stands Between You and

Embracing the PR Champion?

NO ONE…ONLY YOU!

Thank You … Any Questions?

Please feel free to contact me.

Deirdre Breakenridge:

Email: deirdre@pureperformancecomm.com

LinkedIn: http://linkedin.com/in/deirdrebreakenridge

Facebook: http://profile.to/deirdrebreakenridge

Twitter: www.twitter.com/dbreakenridge

Google+: http://gplus.to/dbreakenridge

PRWeb is the leader in online news distribution and online publicity. PRWeb "democratized" news distribution, transforming the "press release" from an expensive tool used by large corporations to an inexpensive yet highly effective way for organizations of all sizes to distribute their news on the Internet, increase their visibility online and attract customers. PRWeb is a service of Vocus. (NASDAQ: VOCS).

Learn more at www.prweb.com.

@prweb

About Vocus Vocus is a leading provider of cloud-based marketing and PR software that helps organizations of all sizes reach and influence buyers across social networks, online and through the media. Vocus provides a software suite for social media marketing, content distribution and public relations to help customers generate awareness and increase sales in today’s customer-led buying process. Vocus is used by more than 30,000 organizations worldwide in seven languages. (NASDAQ: VOCS). Learn more at www.vocus.com. @vocus

About PRWeb

Eight New Practices of the New PR Champion

Business