PRSA-CVC Workshop: What We Learned in San Francisco


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A presentation of highlights from the PRSA 2012 International Conference, as presented to CT Valley PRSA (PRSA-CVC)

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PRSA-CVC Workshop: What We Learned in San Francisco

  1. 1. What We Learned inSan Francisco
  2. 2. A great dialogue is necessary for creating alignment in an organization. Internal corporatesocial collaboration is the next big thing.- Melissa McVicker, Director of Employee Communications, Intel
  3. 3. Transparency is a powerful tool for helping is a powerful tool forconsumer helping consumer brandsto move brands to move the needle. theneedle.
  4. 4. An organizations actions speak more loudly than its words.- Bey-Ling Sha, Ph. D., APR. (Recipient of PRSAs 2012 Outstanding Educator Award)
  5. 5. Failing to respondcan be toxic to your reputation
  6. 6. Research shows that if you have a bad rep and show thatyou are trying to change, you get even more props than a company who regularly engages in Corporate Social Responsibility. A bad reputation can be overcome.- June Cotte, Ph.D, Consumer Behavioral Expert and Associate Professor of Marketing, University of Western Ohio
  7. 7. There is a need for regulated industries to be part of theconversation on social media from a relationship management perspective. Regulators are looking at what regulated industries are doing...who is complaining about entities? - Denyette DePierro, J.D., Senior Counsel, Office of Regulatory Policy, American Bankers Association
  8. 8. Loyalty is making acomeback because it can be integrated and tracked via mobile.- Dawn Marie Yankeelov, President and Founder, Aspectx
  9. 9. 82% of consumers say theirpurchases are impacted by productreviews.9% of online contributors to reviewwebsites, such as Yelp, generate 80% ofthe content.
  10. 10. Opportunity can be manufactured.Prearrange opportunities and take advantage of them. -Biz Stone, Co-Founder, Twitter
  11. 11. There is no substitute for face-to-face communication.-Tim Westergren, Founder and Chief Strategy Officer, Pandora
  12. 12. To recruit top talent, small agencies should think aboutcreative compensation strategies - perks, sign on bonuses, flex schedules, professional development opportunities, etc. - Jean Elizabeth Gonsoulin, President, The Gonsoulin Group
  13. 13. D, do you have any examples of companies/images to be used here. Gamification has proven an effective workplace training tool.Employees trained by video games learn more factual information, attain higher skill levels and retain information longer. - University of Colorado Business School, 2010, via Shel Holtz
  14. 14. How you prepare a client to be his or her own PR is very important. - Michael Steele, Political Analyst,MSNBC; Former Chairman, Republican National Committee
  15. 15. “The future of PR isgoing the way ofstorytelling andnarrative.” - Biz Stone, Co-Founder, Twitter
  16. 16. Think of a blogger as a cocktail partyhost…a journalist is someone with a microphone in a lecture hall. Vs.
  17. 17. Keep pitches brutally brief.“To a PR person, 800 words is a text message.” - Michael Smart, Principal, Michael Smart PR
  18. 18. Twitter is the single greatest crisiscommunication tool we’ve ever had.- Dallas Lawrence, Chief Global Digital Strategist, Burson Marsteller
  19. 19. The headline today is more important than it’s ever been. - Dallas Lawrence, Chief Global Digital Strategist, Burson Marsteller
  20. 20. 10 Most Common Mistakes Communicators Can’t Help But Make…#1 Mistake: Getting Lost in Tactics – Encourage outcome-oriented mindset rather than deliverables#5 Mistake: Focusing Solely on a Client’s Need – Share responsibility with clients – not all about the client! – Set expectation from the beginning#10 Mistake: Not Knowing Where You Stand at All Times – Receive regular feedback from clients - Kate Bushnell, President & Senior Thoughtpartner, The Grossman Group
  21. 21. The Agency of the FutureCommunications is more than the written word - Visual mediums are key (video, infographics)Employee of the future - Different skill set- Janet Taylor, co-CEO and Founder, Airfoil Public Relations
  22. 22. Jessica Lyon @jesslyon | Danielle Cyr@daniellecyr | New York | Connecticut make yourself perfectly clear