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.

1. FROCOM 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