The Universal PR Professional

Shift From a Tactical to a Strategic ApproachThrough Eight New Strategic Practices

Presented By: Deirdre Breakenridge

PUBLIC RELATIONS EXPANDED

PUBLIC RELATIONS EXPANDED

PUBLIC RELATIONS EXPANDED

Source: Scarborough USA+ Release 1, 2012

Source: Scarborough USA+ Release 1, 2012

A story about Gary, an incredible PR Guy …

Do You Want To Finish Familiar?

PR + PR 2.0 Creates the Hybrid

Tips for the Universal PR Professional

1. Be proactive and get involved.2. Know that good communication starts on

the inside.3. Experiment with technology – always.4. Listen and use intelligence to evaluate and

respond.5. Know you are always “on.” 6. Build relationships by giving. 7. “Live” the brand to protect the brand.8. Be accountable.

PR Expanded:

Eight New Strategic Practices …

#1 PR Policymaker

#2 Internal Collaboration Generator

#3 PR Tech Tester

#4 COMMs Organizer

#5 Pre-Crisis Doctor

#6 Relationship Analyzer

#7: Reputation Task Force Member

#8 Master of the Metrics

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ARE YOU READY?

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Practice #1:The PR Policymaker

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Policy & Strategy

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Policy

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• Demographics• Social Media Usage• Knowledge & Training

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The Audit• Search for Facebook, Twitter, YouTube,

company blogs, etc.• Review the profiles for the following:

• Brand guidelines• Strategy/Purpose • Engagement Scale• Content Shared• Frequency of sharing• Measurement practices

• Compare to competitors

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You Should Ask Important Policy Questions:

• What are the objectives of your policy?• Have you identified potential liabilities?• What are concerns of various departments?• Do employees understand social media?• Who will set up and manage social media

properties?• What’s the best way to introduce the policy?• Who will maintain and update the policy?

SocialMediaClub.org

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Practice #2: Internal Collaboration Generator

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Ask the Sharing Questions – Good Communications Starts on the Inside

• What kind of internal communications tools do you have now?

• How can I make internal sharing better?

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Simple Sharing

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Simple Sharing

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Simple Sharing

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More Advanced Sharing

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More Advanced Sharing

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More Advanced Sharing

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More Advanced Sharing

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More Advanced Sharing

And, if you say you don’t have the time … no excuses, because we’re all on Facebook!

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USA For UNHCR Blue Key Champions

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Practice #3 PR Technology Tester

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When you walk into the presentation boardroom and you set up your own technology, you know you are a PR Tech Tester.

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• Social Media Monitoring and Measurement Tools• Website Analytics and Measurement• Social Media Influence Tools • Social Media Platforms (Social Networks,

Micromedia, Video Sharing, Photo Sharing, Niche Networks, etc.)

• Content Management Systems / Blog Platforms• Social Media Releases vs. News Wires with PR 2.0

Capabilities

PR Tech Testing Includes:

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Remember … Go for the quality and not the quantity … this a new social trend.

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Practice #4: The COMMS Organizer

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Listening Across the Organization

Hub and Spoke Models

Source: Sports Illustrated

Armstrong to Admit Doping in Interview

Armstrong to Admit Doping in Interview

Armstrong to Admit Doping in Interview

Armstrong to Admit Doping in Interview

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Universal Sharing System

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Practice #5: Pre-Crisis Doctor

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YOU ARE ALWAYS ON ….

LISTEN / EVALUATE / RESPOND

The Comment Response Chart

You can’t read this.It’s just a wake up call!

The Comment Response Chart

Action = Reaction = Action

The Comment Response Chart

If Correct Propagate General Co. QSpecific Dept. QPersonal QPeer Q

Levels of Escalation

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Practice #6: Relationship Analyzer

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View Ripples in Google+

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Brand Monitor Visualization

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KNOW YOUR INFLUENCERS

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Practice #7: Reputation Task Force

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Educate on Brand Values and Voice:

• Purpose and Promise• Experience • Character/Persona• Tone• Language

Time Brand Training with Social Media Training

Source: The Tendo View

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Source: The Tendo View

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The Reputation Task Force Member:

• Compares sentiment on platforms• Reviews emotion and tone of content• Analyzes the sentiment of competitors• Watching closely influencer sentiment• Tracks sentiment and ties it to public confidence

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Ethics Brand Police

Human Social Voice

Hybrid ProRelentless Auditor + = Task Force Member

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Practice #8: Master of Metrics

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“What Stands Between You, PR Expanded and Universal PR?

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NO ONE…ONLY YOU.

START ON THE INSIDE.

Thank You! Any Questions?

Please feel free to contact me.

Deirdre Breakenridge:

Email: deirdre@pureperformancecomm.comLinkedIn: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridgeGoogle+: http://gplus.to/dbreakenridgeBlog: www.deirdrebreakenridge.com