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The Corporate Communications/PR function
Importance and Relevance for Business Leaders Matt Tidwell
Sr. Dir., Corporate Communications Saint Luke’s Health System -- Kansas City, MO
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Times have changed?���You bet.
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Widget, Inc.
500-employee manufacturer of injection supplies Traded on NASDAQ Non-union workforce
Suburban KC headquarters
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Widget, Inc. 1998
Customers Employees
Shareholders Analysts
Beat reporters Legislators
Widget, Inc. 2012
Customers Employees
Shareholders Analysts
Beat Reporters Bloggers/citizen jours.
Social media consumers Regulators
NGO's/Nonprofits Legislators
[[Internal clients]]
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So what?
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Start with the premise...
• Audience analysis, the first step in planning, makes or breaks your planning process • The BEST plans pay the most attention to the audience analysis
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Company
R
R
R R
R
R
R R
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What else drives complexity?
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Transparency PR 2.0
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Content Creation
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Transparency
• It’s demanded and essentially non-negotiable • PR/Corporate Communications is often the caretaker of reputation and therefore the caretakers of transparency • Private companies/organizations don’t get much of a pass
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Author: MaryLee Sachs
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PR 2.0
PR 1.0 (1996) PR 2.0 (2012)
News releases Engaging with communities
Spin Relevance
Speaking in messages Genuine conversations related to subject
matter of peers
Wire services Social/conversation tools and networks
Building lists Building relationships
Communicate to ______ Communicate with _______
Putting the Public Back in Public Relations, Brian Solis
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According to data from Veronis Suhler Stevenson (VSS), a private-equity firm, spending on public relations in America grew by more than 4% in 2008 and nearly 3% in 2009 to $3.7 billion. That is remarkable when compared with other forms of marketing. Spending on advertising contracted by nearly 3% in 2008 and by 8% in the past year. PR’s position looks even rosier when word-of-mouth marketing, which includes services that PR firms often manage, such as outreach to bloggers, is included. Spending on such things increased by more than 10% in 2009.
- The Economist, Jan. 2010
What was that about PR as a management function?
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THANK YOU Matt Tidwell, APR
Senior Director, Corporate CommunicationsSaint Luke’s Health SystemKansas City, MO
Email: [email protected]: @matt_tidwell LinkedIn:linkedin.com/in/mrtidwell