PowerPoint Presentation

science & communication

Liutauras Uleviius2010, Vilnius

Foto - http://www.flickr.com/photos/whatmegsaid/3223533904/

http://www.flickr.com/photos/alexragone/3819729870/

why should you listen?

PR practice form2002

clients ranging from Microsoft to MTV and the President of the Republic of Lithuania

competence areas media relations, online communication, strategic communication

science?first Lithuanian-written book on PR (2006)

PhD candidate (from 2003 still in the process... :)

3 (?) hours of boredom (?)

1st case convert troubles into opportunity

2nd case defend your story, no matter what

PR lab workgroups (public presentation)a brake

3rd case theory works, numbers prove it

4th case hydron collider? no, our case

Case I

Johnson & JohnsonTylenol crisis

Case I

Johnson & JohnsonTylenol crisis

facts

year 1982

US, TOP over-the-counter product

= 19% profits of Johnson & Johsnon Q1-Q3 in 1982

37% US market share

http://bbcorporateprclass.blogspot.com/2009/11/corporate-crisis.html

fire!

Robert Andrews (Johnson & Johnson)We got a call from a Chicago news reporter. He told us that the medical examiner there had just given a press conference-people were dying from poisoned Tylenol. He wanted our comment. As it was the first knowledge we had here in this department, we told him we knew nothing about it. In that first call we learned more from the reporter than he did from us.

response?

yes, we did :)

an accident we will take measures

unfair competitionIt's not us something else to blame (nothing related to Tylenol)

they lie

...

chairman James Burke

forming a seven-member strategy team

the team's strategy guidanceHow do we protect the people?

How do we save this product?

immediately alerted consumers across the nationnot to consume any type of Tylenol

stopping the production and advertising of Tylenol, withdrawing all Tylenol capsules from the store shelves

minimizing the bad

a post crisis study by Johnson & Johnson:over 90 percent of the American population had heard of the Chicago deaths due to cyanide-laced Tylenol within the first week of the crisis

two news clipping services found over 125,000 news clippings on the Tylenol story

one of the services claimed that this story had been given the widest US news coverage since the assassination of President John F. Kennedy

response?

yes, we did :)

an accident we will take measures

unfair competition

It's not us something else to blame (nothing related to Tylenol)

they lie

...

sympathy strategy

we are sorrywe take it serious

we take care of the harm now and potentially in the futurewe act in order to remove danger

we investigate and changenew product packaging and other measures

results

While at the time of the scare the market share of Tylenol collapsed from 37% to 8%,

it rebounded in less than a year,

a move credited to J&J's prompt and aggressive reaction.

Case II

Prosecutor General vs. Michael Jacksonprotecting competetive advantages

facts

Michael Jackson sleeps with children

allegations, that sleeping is not the only action during that time

jury verdict Michael Jackson not guilty on all counts

arguments

it's jury's verdict

work experience

we do our work, we believe in facts

we will follow our path

...

competitive advantages

protecting citizens (public interest)

proven experience

divided public opinion (circumstances) strong support

...

Task I

public speechdifferent notion / different audience

prepare...

to present your research topic

up to 3 min

for:students' party (clubhouse)

national press conference

investors' forum

family gathering

... (you can add your situaion, but get approval)

Case III

from ideas to planning and implementationidea audience news tools

1963, MLK, I Have a Dream

I have a dream that one day this nation will rise up and live out the true meaning of its creed: We hold these truths to be self-evident: that all men are created equal. I have a dream that one day on the red hills of Georgia the sons of former slaves and the sons of former slaveowners will be able to sit down together at a table of brotherhood. I have a dream that one day even the state of Mississippi, a desert state, sweltering with the heat of injustice and oppression, will be transformed into an oasis of freedom and justice. I have a dream that my four children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character. I have a dream today.

from i feel to i know

(what idea) strategic targets

(whom recepient) target audiences

(what2 content) news

(how via) media channels

ideas (strategic targets)

vision/mission

terminated in time:

term (long-term, 3-7 years, short-term)

simple (easy to understand, argue)

quantified (criteria)

...

recepient (target audiences)

criteria:

demographysex, age, ...

socialincome, education, ...

habbitsmedia usage

lifestyle

motivation

...

who is listening?

barriers:

attention (7 sec ~ 45 min)

memory max 2-3 statements

vocabulary (education, profession, ...)

accents (view, sounds, content, ...)

distractions:

all senses uncomfortable chairs, surrounding music, food smelling, too low/high light, etc.

ideas vs. target audiences

quality

speed

price

...

students

6

8

10

lecturers

9

5

8

...

media channels

64+

55-64

45-54

35-44

25-34

16-24

media channels vs. priorities

quality

speed

price

...

Facebook

7

10

9

Internatio-nal seminar

10

1

8

...

media channels vs.
target audiences

students

lecturers

family members

...

Facebook

10

3

7

Internatio-nal seminar

4

6

1

...

content (planning)

calendar:

academia schedule, political event, festivals, ...

fighting silent priorities

seasonal activity

updates:

periodic

ad hoc

feedback

from i feel to i know

(what idea) strategic targets

(whom recepient) target audiences

(what2 content) news

(how via) media channels

private vs. public

Case IV

Our caseLithuanian product X