planning for 2009 (12 11 08 final)
TRANSCRIPT
Welcome!The presentation will be starting shortly.
Planning for PR Success in 2009
Kye StranceDirector, Product Development
Vocus, Inc.
Planning for PR Success in 2009
Lenny Santiago
• Director of Marketing Communications of International Speedway Corporation
• Over a decade of corporate communications and media relations experience in multiple industries including consumer, media, telecommunications and pharmaceuticals
• Strengths include PR strategy development, messaging and proactive media targeting and outreach
Deirdre Breakenridge
• President, Director of Communications at PFS Marketwyse
• Counsels senior level executives at companies including AmerisourceBergen, RCN Metro Optical Networks, JVC, Kraft and Michael C. Fina
• Adjunct professor at Fairleigh Dickinson University where she teaches courses on Public Relations and Interactive Marketing for the Global Business Management program
• Author of four Financial Times business books: “Putting the Public Back in Public Relations,” "PR 2.0, New Media, New Tools, New Audiences," "The New PR Toolkit" and "Cyberbranding: Brand Building in the Digital Economy"
Deirdre BreakenridgePresident, Director of Communications
Audit of the Year Past
• Review goals and objectives from the previous year
• Analyze successful and unsuccessful communication
• Evaluate amount of editorial coverage
• Examine depth and breadth of coverage
• Determine number of new relationships
• Analyze competitor initiatives and milestones
Integrate Your Strategy
Align PR objectives to meet marketing and sales goals as well as to satisfy overall company business goals.
Set up a series of deep meetings with:• Marketing department• Corporate communications/investor relations• Product managers• Business solutions owners and sales teams• Senior level executives
Setting Your Objectives
• What are you trying to achieve?
• How will the company reach its objectives:– Are your objectives
qualitative or quantitative?• Which stakeholders of the
company will help you to reach your objectives?
• Are your objectives:– Sustainable?– Measurable?– Achievable?– Realistic?– Timed?
Monitor/Research
Track the following influencers:
• Journalists/media outlets
• Bloggers/blogosphere
• Social networking groups
• Analysts
• Associations/organizations
• Government groups
• Customers/prospects
• Etc.
Identify Influencers
• Who are you trying to communicate with? What do they need to hear from you?
– Avoid messages– Don’t pitch– Share meaningful
information– Engage after
understanding
Communication Strategy
Develop communication strategy (the overall approach) or the strategic thread (key ideas/concepts) that will weave throughout your campaign.
• PR/brand building • Image building and reputation management• Thought leadership• Product launch focus• Customer participation• Events/tradeshow• Etc.
Content/Vehicle Strategy
Develop content/vehicle strategy for your campaign (choose your tactics):
• Traditional news release• Social media releases (SMR)• Release distribution strategy• Media/blogger relations• Media kit/interactive newsroom content:
− Product/spec sheets− Fact sheet− Backgrounder− Photos− Presentations
Content/Vehicle Strategy
• Social media tools– RSS feeds– Streaming video– Podcasts– Blogs/microblogs– Social networks
• Events/tradeshows• Web marketing
– E-blasts– SEO
• Additional collateral development
`
Timing/Phases
Fix your timeline. Consider internal and external environment opportunities and resources when timing the launch of your campaign.
Campaign launch phases include:
• Alpha• Beta• Launch • Post launch
Measurement
Monitoring and measurement should take place at several intervals. Measurement and evaluation tools include :
• Conversation index• Authority• Engagement• Perception• Leads/sales• Web traffic• Editorial coverage• Event participation• Survey and poll results
Lenny SantiagoDirector of Marketing Communications
Background on ISC
• Largest promoter of motorsports in the US, 21 NASCAR events
• Owner of 13 major venues including Daytona International Speedway, Talladega Superspeedway, Homestead-Miami Speedway, Richmond International Raceway, and others
• Two additional major business units– MRN Radio – largest radio network in the US– American Service Corp – concessions, merchandise and
catering subsidiary• Over 1,000 employees nationwide
Facing Unique PR Issues
• Significant period of growth through 2007• Each facility has own PR staff
– Small staff handling a variety of responsibilities in addition to PR
• Geographically dispersed with unique local issues• Recent turn-over at the track PR level• Challenging industry relationships
2008 PR Plan
• A strategic approach to communications– Support new strategic plan – vision/mission/values– Build collaboration both internally and externally– Capitalize on major upcoming milestones– Enhance skill-building opportunities
• Surveyed each business unit to identify systemic issues, opportunities and long-term goals of PR staff
• Employed several resources to track and measure efforts– Corporate level Director of Marketing Communications– Vocus– Internal PR team portal
Made Great Strides in 2008
• Monthly PR team calls and idea sharing• Capitalized on opportunities with broadcast partners• Better collaboration with messaging and positioning• Identified areas of concern within business units
– Continue to take steps to improve them• Set a baseline off which to measure future efforts
All in the face of a challenging economy!
Planning for 2009
• Focus on fans and the at-track experience
• Message – There’s Nothing Like Being at the Race!
• Execution:– Leverage corporate resources to support track PR
efforts– Reinforce brand message– Target relevant non-motorsports press – Effectively engage social media– Improved measurement of communications reach and
influence – most important
Plan Development• Aligned with consumer and corporate sales goals• Months to create
– Results from fan feedback, research and focus groups– Input from each business unit as well as industry
partners– Significant research into
• measurement techniques• social media strategies• best practices (PRSA programs, PR 2.0)• other sports property initiatives
– Input and buy-in from senior management• Sr. VP, Business Operations and Marketing; Sr. VP
Operations; Chief Marketing Officer
Targeting – Variety of Paid and Free Services
• Vocus – media contacts and outlets• HARO – free media inquiry database• Twitter – following a number of journalists• Google Alerts – track reporters on several topics• RSS Feeds – especially great for bloggers• Industry contacts and networking
Plan Measurement
• Vital component of 2009 plan• Focus for 2009 is quality impressions vs. quantity• Measuring four key areas:
– Activities – how active were we in communicating?– Perceptions – were our key messages received?– Audience Actions – did they do more or less of
particular action (i.e. visit website, buy tickets, etc.)– Financial Impact – did we influence purchasing habits
Measurement Tactics
Measurement Scorecard that incorporates:• Vocus Analytics – track activities, monitor impressions,
analyze tone, prominence and media impact• Direct Feedback – employ a variety of focus groups, fan
round tables, post event feedback, major surveys• Pass-Through and User Engagement – particularly in
social media - # of users, followers, downloads, unique visitors, depth of postings and comments, etc.
• Impact to Customer Behavior – utilize call-center and internet sales data to identify sales volume tied to PR activity
And Don’t Forget – 66 Days to the DAYTONA 500!
Contact Information
Deirdre Breakenridge, Email: [email protected] Twitter: www.twitter.com/dbreakenridge Facebook: http://profile.to/deirdrebreakenridge LinkedIn: http://linkedin.com/in/deirdrebreakenridge
• Lenny Santiago, [email protected]
• Moderator, Kye Strance, [email protected]
About Vocus
• A global software company specializing in on-demand software for public relations management
• Successful, proven applications currently used by thousands of PR professionals
• Recognized for excellence in products, growth, leadership
“Innovation of the Year”