Download - Digital PR Webinar Final (1)

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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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MOTIVATION

PROPORTION OF

PROSUMERS


Good Deals

Fun &Pleasure

Change theWorld Connect

RaiseStatus


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MOTIVATION

PROPORTION OF

PROSUMERS


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


others.

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

compartment for consumersto put your brand in.


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#2 Proposition

Your point of difference:imaginative, remarkable,

newsworthy. A mental compartment for consumers

to put your brand in.

In a sea of choice,you need to

Differentiate or Die. (Jack Trout, Steve Rivkin)

When the product or category is dead boring or commoditized, you need aCreative Business Idea so

people can talk about that!

The brand is what thecustomer says it is(in their language)


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Axe Wake Up Service Inc.


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Nike+


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Nike+


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Dulux


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3 Key Ingredients

#1 People

#2 Proposition

#3 Proof


others.




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3 Key Ingredients

#1 People

#2 Proposition

#3 Proof


others.



Your product or serviceneeds to meet or exceed

expectation.


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#3 Proof Your product or service

needs to meet or exceed expectation.

Or you better fix/kill it.

Poor products wont generate positive word of

mouth.

We all know that the best thing for brands is not to

have a social media strategy, but just to make

really good stuff. Makefantastic stuff and peoplewill want to talk about it.

(Katy Lindemann)


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3 Key Ingredients

#1 People

#2 Proposition

#3 Proof


others.



Your product or serviceneeds to meet or exceed

expectation.


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Some Parting Shots


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Topics We Covered

_ Public Relations as we know it

_ How evolving technology equips PRpractitioners with more tools to engineerperceptions more aggressively today

_ How evolving technology has providedprosumers with stereophonic word of mouth

_ How word of mouth can amplify bothpositive and negative perceptions

_ Three ingredients to activate positive WOM:People, Proposition, Proof


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_ The relationship between brand and consumer used to be a one-way street. Wecreated insightful messages and made sure they were positioned in the right media

and, that worked pretty well. _ As a networked society has developed, and trust in brands has eroded, the demand on

brands to tread gently on the planet, to behave with ethical standards, to betransparent and to have a social conscience is greater than ever.

_ In the new world, the brand has to manage the whole system and have an openstrategy and approach to business that has socially responsible principles at its heart.

1. REBUILD YOURCOMMUNICATIONS MODEL


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2. GET YOURSELVES READY

Understand The Landscape Set-up Your Organization


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3. RE-EVALUATE MARKETING ROLES

_ The new roles are not awareness-based but purpose-based, presupposing astate of interest and ultimately engagement rather than a shot in the dark.

_ Empowerment sparks a communitys passion for your brand.

_ Demonstration is the ability to communicate a WALK to match the TALK.

_ Involvement allows active participation that deserves a pay-off.

_ More often than not, the new roles of marketing, including Public Relations,necessitate more tools and more synergy among them.

INFORM PERSUADE

REMIND

EMPOWERDEMONSTRATE

INVOLVE

Standard Roles for Marketing

New Roles for Marketing


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F d Fi


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Ford Fiesta


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_ Customers dont care what department you come from.They just want their problem solved.

4. INTEGRATE THECONSUMER EXPERIENCE


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_ In the analog world, the communications process of designing and executing acampaign takes a fair bit of time.

_ In the digital and social networking world, a campaign needs to be managed in, andoccur in, real-time. In fact, the campaign concept is probably totally different in thosetwo worlds. So when you start to think about social media, think newsroom orpresidential election.

5. THINK NEWSROOM,NOT COMMUNICATIONS PLAN


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6. ACT WITH HONESTY & INTEGRITY


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6. ACT WITH HONESTY & INTEGRITY


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PR in the Digital AgePutting back the PUBLIC inPUBLIC RELATIONS

11 May 2011

Download - Digital PR Webinar Final (1)

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