Aligning Brand & Reputation Harnessing the Power of Public Relations

Marketing & Communication in the Technology Era

March 29, 2012

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Public relations is a strategic communication process that builds mutually beneficial

relationships between organizations and their publics

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Public Relations aligns your brand with your reputation

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Brand is more than a logo and tagline; it is the promise you make and sets up

expectations for consistent experiences.

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Reputation encompasses whether people believe you fulfill the brand promise and

how it influences attitudes and behaviors toward your organization and its products.

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Reputations are a combination of

perception and reality formed through

experience

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The way in which the outside world expects a company to behave or perform is its most

important asset

Expectations drive sales and traffic

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“In today’s increasingly digital world, the experience is the message.”

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You can't build a reputation on what

you are going to do. − Henry Ford

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Building a Reputation

Intentional, purposeful effort to create and sustain a brand

Ongoing process

Reputation on the line, everyday

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Monitor What are people talking about?

Where are they talking? What are they looking for?

What is being said about you and your competitors?

Who are the “influential voices?” Where can they find you?

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Transmit Know your audiences. What are

their concerns, needs, interests and motivations?

Select the most effective channels for the audience. Where do they get

their information? Direct or indirect? Online or offline?

Remember, it’s about them

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Do your homework Think like a reporter

Find the news hook Be precise & to the point

Pick the right vehicle Make it easy for the

media to tell your story

Scoring Publicity

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Newsworthy Appealing Accessible

Relevant to a broad (or specific) audience Has human interest Offers great visuals

What’s a Good Story?

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What is Newsworthy? Timeliness

Prominence Proximity

Significance Unusualness

Human Interest Conflict

Newness

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Process milestones Public participation Tie to current news

Science Trigger events

Field trips Trends

Human interest

What’s the Hook?

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“Earn” the Media Get to know the reporters and editors on whom

they depend. Do your homework. Understand their wants and needs

Understand the constraints under which reporters and editors operate. Understand the

journalist’s job and how the media works

Prove yourself worthy of the level of trust and confidence practitioners need to do their jobs

well. Build relationships

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Earned Media Tips Target the right media with your information Continuously think about the interests of the

readers and listeners Stay true to the objectives

Exercise creativity in how information is presented

Meet the requirements of the media

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Engage

Join the conversation Build relationships

Provide context Share stories

Ask others to share Offer perspective

Move from shouting to the world to engaging in conversations

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Position company as thought leader Present employees as experts

Prepare audiences for the future (forecast trends and industry evolution)

Educate

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Thought leadership turns your organization’s activities into intellectual

capital that supports your position, expertise and point of view to shape and

influence perceptions about your company.

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Through ongoing visibility, engagement and expertise programs, opportunities are

generated to place your brand in front of consumers when and where they are looking

for information.

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Remember … Public Relations should focus on achieving

organizational goals

Constantly monitor current events and be opportunistic

Invest in building relationships

Publicity is not always a “sure thing”

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Questions?

Eva Keiser, APR The Plural I

612.940.4254 eva@theplurali.com

@evakeiser