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    PR in the Digital AgePutting back the PUBLIC in

    PUBLIC RELATIONS

    11 May 2011

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    What Today Is About

    _ It is about understanding the evolution of Public Relations as it embraces todays digitaltechnology.

    _ It is about recognizing how, as a result of theInternet, everyone is now media, equippedwith powerful word of mouth that has reachedunprecedented levels of influence.

    _ It is about realizing that new media hasbecome a fertile arena where relations with thepublic are fostered quickly--creatingambassadors who shape with you your brand

    reputation digitally, in real time.

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    The Elusive Concept ThatPublic Relations Is

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    Of Spin Doctors & Press Agents

    _ PR people dont do a good job in explaining what theydo. Thats why some people consider PR a black artwith the purpose to mislead, cover up, or preventaccess to corporate executives and public officials.

    _ A popular term of derision for what practitioners do isSPIN, and they who do the spinning are calledSPINMEISTERS.

    _ Many people still confuse public relations withadvertising. In advertising, you pay. With PR youpray. Advertising professionals sneered at publicrelations as press agentry compared to their own

    precise measurements. _ Some folks in advertising still dont understand PR,

    but they dont sneer at it anymore.

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    Ponder the Possibilities

    _ The White House puts a PR pro in charge of creating abetter image for America across the world.

    _ A company, planning to launch an important newproduct, entrusts the campaign to the PR departmentrather than to the traditional marketing apparatus.

    _ PR practitioners orchestrate a new stock offering by astruggling giant.

    _ Facing-off in a major lawsuit, the opposing sides hirepublic relations counsel at the same time they retainlegal counsel.

    _ An online press release generates 100,000 hits thefirst week it goes online.

    _ Walmart hires a PR firm to promote its hurricane relief as part of the overall effort to improve its image.

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    Defining the not-so-obvious

    _ The management function which evaluates publicattitudes, identifies the policies and procedures withthe public interest, and executes a program of actionto earn public understanding and acceptance.

    _ PR stands for Performance and then Recognition.

    _ Burson Marsteller: Doing good and getting credit for it. _ Doug Newsom & Alan Scott: PR is not just a matter of

    saying good things, but of doing good as well.

    _ Scott Cutlip & Allen Center: It is the planned effort toinfluence opinion through socially responsible and

    acceptable performance, based on mutuallysatisfactory 2-way communication.

    _ Leonard Saffir: The aggressive engineering of perception.

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    The Evolution of Technology& the Consumer as itImpacts PR Today

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    _ Many years ago, we grew our own food, made our ownclothes, built our own homes.

    _ We produced what we consumed in a way thatspecifically addressed our individual needs.

    The Agricultural Age

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    The Industrial Revolution

    _ Freed us from having to produce everything weconsume.

    _ Robbed us of ability to directly influence production tosatisfy our individual needs.

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    The Information Age

    _ In this new age, people once again haveinfluence over production of what theyconsume.

    _ Why? _ Market research and other feedback loops _ Ever wider product choices _ Accessible global markets _ Interactive media channels

    _ As a result, were living in a new age of thePROSUMER, a term coined by Alvin Toffler in1980s now used by Euro RSCG to denotethose at the vanguard of consumer

    population.

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    What is a Prosumer?

    _ A Prosumer is a Proactive Consumer. _ A person empowered by technology and

    unprecedented information.

    _ No longer passive consumers but activeparticipants in product decisions.

    _ More than averagely engaged in whatshappening at the retail counter, in politics,in pop culture--in any and every area of interest to him or her.

    _ Has above-average expectation andwillingness to have ever-greater controlover things that matter to oneself.

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    THE PROACTIVE CONSUMER

    Loves New

    Seeks Value Demanding

    Shares

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    The Digital Age hasGotten Word of MouthPumped

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    WOM ON STEROIDS

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    TRUST USEFULNESS

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    CUSTOMERS TRUST EACH OTHERMORE THAN THE BRAND

    Nielsen 2010 Global Trust Study

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    McKINSEY REPORT, 2010

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    TWO TRIGGERS FOR WOM

    I experienced the brand/

    product and I liked/didnt like it

    #1 Direct Experience #2 Response

    I saw/heard something really

    interesting about the brand/ product

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    Word of Mouth CanCome With aForked Tongue

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    RATE MY TEACHERS

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    SOUTHWEST AIRLINES

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    SOUTHWEST AIRLINES

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    ANN TAYLOR

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    ANN TAYLOR

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    WOM is a Double-Edged Sword

    _ Be alert, monitor your presence on social media sites,

    and make sure you are ready with a plan to remedy aproblem that is brewing. Responding quickly can save thecompany a lot of time and effort later.

    _ Stay calm and listen to the comments. Take thecomments into consideration and come up with aconstructive resolution.

    _ If you want to maintain integrity, you need to be honestand transparent, and if you're not, your customers won'twant anything to do with you. Honestly is the best policy.Your company needs to be open and take cues from itscustomers, and know when it's time to quit.

    _ Make sure you are forming relationships with thethought leaders around you. Identify influencersand figure out who is driving the conversation.

    http://mashable.com/2010/08/09/prevent-social-media-disaster/http://mashable.com/2010/08/09/prevent-social-media-disaster/http://mashable.com/2010/08/02/successful-social-media-monitoring/http://mashable.com/2010/08/02/successful-social-media-monitoring/
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    SOCIAL MEDIA TRIAGE

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    SOCIAL MEDIA TRIAGE

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    3 Key Ingredients forActivating Positive WOMfor your Brand

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    FORRESTERS RESEARCH:SOCIAL TECHNOGRAPHICS

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    FORRESTERS RESEARCH:SOCIAL TECHNOGRAPHICS

    Most likely to spread

    WOM

    Most likely to observe

    WOM

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    THE FIVE PROSUMER TYPES

    MOTIVATION

    PROPORTION OF

    PROSUMERS

    UTILITARIAN ENTERTAINER ADVOCATE CO-CREATOR COMPETITOR

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    THE FIVE PROSUMER TYPES

    MOTIVATION

    PROPORTION OF

    PROSUMERS

    UTILITARIAN ENTERTAINER ADVOCATE CO-CREATOR COMPETITOR

    Good Deals

    Fun &Pleasure

    Change theWorld Connect

    RaiseStatus

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    THE FIVE PROSUMER TYPES

    MOTIVATION

    PROPORTION OF

    PROSUMERS

    UTILITARIAN ENTERTAINER ADVOCATE CO-CREATOR COMPETITOR

    Good Deals

    12%

    Fun &Pleasure

    29%

    Change theWorld

    19%

    Connect

    19%

    RaiseStatus

    21%

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    3 Key Ingredients

    #1 People

    #2 Proposition

    #3 Proof

    Everybody is important,but some more than

    others.

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    3 Key Ingredients

    #1 People

    #2 Proposition

    #3 Proof

    Everybody is important,but some more than

    others.

    Your point of difference:imaginative, remarkable,newsworthy. A mental

    compartment for consumersto put your brand in.

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