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PR - Adding Real Value?

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A keynote presentation by Burson-Marsteller Regional MD Chrissy Jones to the annual FROCOMM PR conference in Sydney [www.frocomm.com.au]. The conference focussed on media – both traditional and …

A keynote presentation by Burson-Marsteller Regional MD Chrissy Jones to the annual FROCOMM PR conference in Sydney [www.frocomm.com.au]. The conference focussed on media – both traditional and digital/on-line – and how we can achieve success in the rapidly evolving digital media environment; and on crisis communications.

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  • 1. FROCOMM 2010 PR today: Adding Real Value? Christine Jones, 10 August 2010
  • 2. 2
  • 3. PR today 3  Understanding and connecting with stakeholders  Delivering great content  Preparing for issues and crises  Aligning the organisation
  • 4. PR ROI is still not clear 4 About one-half (49%) of CEOs are only "fairly satisfied“ with their ROI from PR, suggesting that PR professionals are not successfully conveying the impact of their programs CEO Satisfaction with PR ROI Satisfied, 35% Not Satisfied, 18% Source: Burson-Marsteller/PRWeek 2008 CEO Survey
  • 5. Effective stakeholder mapping  Map stakeholders’ knowledge and influence against a single issue  Map multiple issues and stakeholders  Use insights to develop engagement plan  Connect with them via multiple channels
  • 6. Mapping stakeholders and issues 6 HIGH ENGAGE local journos LOCAL RESISTANCE local council C-suite IMAGE OF MICKEY C-suite Berlusconi local journos SUPPORT OF LOCAL COUNCILS nat journos nat journos IMAGE OF BERLUSCONI nat journos nat journos Bloggers ENVIRONMENT Berlusconi Bloggers C-suite Consumer groupsC-suite Bloggers local journos Berlusconi Consumer groups Bloggers journos Consumer groups local local council RELEVANCE nat journos Consumer groups local council Berlusconi MONITOR LOW FOE NEUT FRIE PROSPECT FOR INFLUENCING
  • 7. Build relationships 7
  • 8. Be human 8
  • 9. Develop great content  Clarity  Consistency  Reality  Visibility
  • 10. Through mainstream media 10
  • 11. Through blogs 11
  • 12. Through peer-to-peer dialogue 12
  • 13. Everything that famously goes wrong is now called a ‘PR disaster’… 13  BP oil spill  Toyota recall  Tiger Woods’ love-life
  • 14. Transparency 14
  • 15. Accountability 15
  • 16. Professionalism of NGOs & activists 16
  • 17. Speed 17
  • 18. PR-otecting reputation  Expect the unexpected  Prepare and rehearse disaster  Corporate rhetoric must meet reality  Move fast – first mover advantage  Be responsive and look to listen  Be real  Be consistent  Admit mistakes and accept responsibility  Don’t get into fights where critics tend to win  Have a strong recovery plan
  • 19. Aligning an organisation  Engage top management - visibly  Map, build and use internal networks  Allow time for feedback and act on it  Go digital  Celebrate success
  • 20. Evidence-based monitoring 20  Show accountability at every step  Measure at the beginning, middle and end  Use results to critically review plans  Have a contingency plan – and act on it if you need  Link results to business goals and business outcomes
  • 21. Evidence-based message gap analysis 21 Cola Soft Drink
  • 22. Real-time media analysis 22 My News Analysis Share of Voice
  • 23. Online dashboards 23
  • 24. 4 critical PR value-adds 24  Understanding and connecting with stakeholders  Delivering great content  Preparing for issues and crises  Aligning the organisation
  • 25. ChrissyJones Regional Managing Director Burson-Marsteller Asia-Pacific www.burson-marsteller.asia christine.jones@bm.com

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