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Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012
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Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012

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Public Relations in the Political Landscape. Best practices from political campaigning, presented by Andrew Bleeker from Hill+Knowlton at 5th International Congress PRORP 2012.

Public Relations in the Political Landscape. Best practices from political campaigning, presented by Andrew Bleeker from Hill+Knowlton at 5th International Congress PRORP 2012.

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  • 1. Public Relations in thePolitical LandscapeBest Practices from Political Campaigning
  • 2. Obama 2008: By the Numbers•  $500+  million  dollars  raised  online  •  3  million+  donors  •  13  million+  email  list  •  200,000+  offline  events  organized  
  • 3. What Was the Secret Sauce?
  • 4. 5 Tips For Success1.  Have  a  Goal  2.  Build  a  Community  3.  Engage  and  Empower  Your  Supporters  4.  Capitalize  on  Moments  5.  Test,  Retest,  then  Test  Again  
  • 5. Have a Goal
  • 6. Have a Goal•  Digital  media  is  a  means,  not  an  end  •  A  successful  digital  campaign  need  a  strong  value   proposition  •  Typical  goals:   §  Money   §  Message   §  Mobilization  
  • 7. Build a Community
  • 8. Build a Community•  Make  the  experience  about  your  supporters  •  Focus  on  list  building  as  step  1  •  Integrate  staff  •  Understand  your  value  proposition  •  Fish  where  the  fish  are  •  Use  your  allies  
  • 9. Clear Value Proposition
  • 10. AMEX: Focus on your Audience
  • 11. Kraft: Reward Fans for Joining
  • 12. Think Mobile First
  • 13. Engage & Empower Supporters
  • 14. Engage & Empower Supporters•  Establish  a  personal  connection  •  Create  a  face  •  Convert  online  engagement  into  offline  action  •  Give  supporters  a  voice  •  Customize  the  experience  •  Make  them  heroes  
  • 15. Change.gov: Close the Loop
  • 16. Showing Metrics of Success
  • 17. LiveStrong: Merge Online & Off
  • 18. W.H.: Explain Difficult Concepts
  • 19. KONY 2012: Make them Heroes
  • 20. Capitalize on Moments
  • 21. Two Types of MomentsOrganic  Moments   Artificial  Moments  
  • 22. Etch-A-Sketch: Speed Kills
  • 23. Tide: Maximize Free Publicity•  Released  1  day  after  incident  •  Used  raw  footage  from  event  •  Significant  press  coverage  of   brand  
  • 24. GE: Join the Conversation
  • 25. RIO: Mobilize your followers
  • 26. Test, then Test Again
  • 27. Test, then Test Again•  Maximize  conversion  •  Select  tactics  •  All  about  ROI  •  Measuring  virality  •  Message  Discipline  •  Less  can  be  more  
  • 28. Targeting Supporters with Data
  • 29. O.b.: Personalized Apologies
  • 30. Rallying Against an Opposition
  • 31. Trends1.  Clear  Campaign  Objectives  2.  Telling  &  Sustaining  a  Story  3.  Genuine  Voice  4.  Create  Urgency  5.  Data,  Data,  Data  
  • 32. Questions?Andrew Bleeker

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