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Eight New Practices of the New PR Champion

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Slide deck from a 12.7.11 Vocus webinar given by Deirdre Breakenridge (@dbreakenridge), CEO of Pure Performance Communications

Slide deck from a 12.7.11 Vocus webinar given by Deirdre Breakenridge (@dbreakenridge), CEO of Pure Performance Communications

Published in: Business, Technology

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  • 1. The Eight Techniquesof the New PR Champion Presented By: Deirdre Breakenridge
  • 2. Public Relations Expanded!
  • 3. Our World is Constantly Changing … Public relations is changing too. It’s not dead!
  • 4. Our World is Constantly Changing …PR needed a new model; a better approach tocommunications in the social media landscape.
  • 5. Our World is Constantly Changing … NOISE
  • 6. Our World is Constantly Changing …
  • 7. When Traditional Meets Social Media …
  • 8. A Customized Story
  • 9. A Global View of Social Media …
  • 10. A Global View of Social Media …
  • 11. New Networks to Conquer with Purpose …
  • 12. A Vast Social Media Universe …
  • 13. Charting a Social Map … Your Brand
  • 14. Calling all of the Socially Career Minded… Source: LinkedIn data and a report by Jeremiah Owyang of Altimeter Group
  • 15. How does Social Look on the Inside?
  • 16. PR IRCorporate HRFinance Who Owns Social Media? SalesCustomer Product Putting the Public Back in Public RelationsService Web Development Solis • Breakenridge
  • 17. PR + PR 2.0 Creates the Hybrid / PR Champion
  • 18. How the PR Champion Interacts Internally …
  • 19. Moving Toward the PR 2.0 Champion/Hybrid Facilitator/Handler Influencer/Champion Media Relations Social Media
  • 20. Climbing the Technographics Ladder …• Creators: make social content go.• Conversationalists: update status on networks• Critics: respond to content from others.• Collectors: organize content for themselves or others• Joiners: connect in social networks• Spectators: read blogs, watch videos and listento podcasts• Inactives: Don’t participate
  • 21. Roles and Responsibilities of the PR Champion• Strategic communicator• Social media professionals• Market analysts• Web marketer• Customer service rep• Relationship marketer• Viral marketer• Listener/Conversationalist• Research librarian
  • 22. Roles and Responsibilities of the PR Champion
  • 23. PR Expanded:Eight New Practices …
  • 24. PR Expanded: Eight New Practices … ? ? ? ? PR Hybrid Professional ? ? ? ?
  • 25. PR Expanded: Eight New Practices … #1 The #2 Internal #3 Pre-Crisis Policymaker Collaboration Doctor Generator #8 PR Hybrid #4 Technology Professional Reputation Tester Task Force Member #7 Comms #6 #5 Master of (Process) Relationship the Metrics Organizer Analyzer
  • 26. PR Expanded: Eight New Practices … #1 The Core Team Policymaker ? Measurement PR Hybrid The of Policy Professional Audit Behavior Comms Plan Policy Policy for Process Objectives Employees
  • 27. PR Expanded: Eight New Practices … #2 Internal The Plan for Collaboration Internal ? Generator Sharing Phase III PR Hybrid Answering Sharing Professional the Sharing Questions Phase II Phase I Research Sharing Sharing Platforms
  • 28. PR Expanded: Eight New Practices … Tech Test #3 Pre-Crisis Tools for Doctor Crisis ? New Crisis PR Hybrid Org. Chart of Measure- Professional Key Social ment Contacts Key Media/ Integration of Detailed Key Bloggers Department Comment Plans Response Chart
  • 29. PR Expanded: Eight New Practices … The Social Head Brand Police Conversation ? Tracker Ethics PR Hybrid #4 Enforcer Professional Reputation Task Force Social Media Relentless I/E Voice Auditor Reputation Advocate Liaison
  • 30. PR Expanded: Eight New Practices … Community Reputation Building Management ? PR and PR Hybrid Customer Marketing Professional Service Research Satisfaction Driving Sales of #5 Master of traffic and products and Metrics registrations services
  • 31. PR Expanded: Eight New Practices … Social Identifying Network Influence Analysis ? Software Tools to PR Hybrid Charting a Identify Professional Social Map Relationship Breaking #6 Growth of Down the Relationship the Landscape Analyzer Relationship
  • 32. PR Expanded: Eight New Practices … Brand Focus on a Journalism – New Media Owned ? Model Media Curating PR Hybrid Social Media Brand Professional Universal Content Sharing #7 Comms Social Media Social Media Process Account Purpose Brief Organizer Management
  • 33. PR Expanded: Eight New Practices … Research Blogger Internal Influence Sharing ? #8 PR Hybrid Monitoring/ Technology Professional tracking Tester Video Editing Blogging PR Campaign and SEO Platforms Management Software
  • 34. New Practices Guide the Organization…
  • 35. We Must Show Value …
  • 36. We Must Show Value …GENERAL MOTORS:•Launched “FastLane”•One of the first blogs personally written bysenior executives•Customer feedback given through a blogsaved the company $180,000/year versustraditional focus group research•GM experienced enormous good will withcustomers speaking directly to executives
  • 37. We Must Show Value …ADIDAS:•Used social networks todo guerrilla marketing• Used mobile (e.g. Facebook, Twitter,SMS) in and around NBA All-Star Game• Increased retail sales 20x the goal in LasVegas (where All-Star Game occurred)
  • 38. We Must Show Value …MARS/PEDIGREE:•Integrated “Pedigree Adoption Drive”•Pedigree created “Become a fan, help adog” Facebook group.•Campaign started with 55,000 fans•At the end, there were 1,000,000+.•Involvement included 6,000 photos, 50videos, 1,000’s of comments and, mostimportant, made donation for 1,100,000bowls of dog food
  • 39. We Must Show Value …
  • 40. THE MAKING OF THE PR CHAMPION ARE YOU READY?
  • 41. THE MAKING OF THE PR CHAMPIONThe PR Policymaker
  • 42. THE MAKING OF THE PR CHAMPION The Social Media Core Team
  • 43. THE MAKING OF THE PR CHAMPION The Audit
  • 44. THE MAKING OF THE PR CHAMPION The AuditWhat do you review in the Audit?• Community size benchmark• Brand guidelines• Strategic purpose• Levels of engagement (1 to 10)• Type of content• Frequency of posting• Type of measurement
  • 45. THE MAKING OF THE PR CHAMPION The Policy Matrix
  • 46. THE MAKING OF THE PR CHAMPION The Policy MatrixWhat questions allow you to build thePolicy Matrix?• Social media education• Brand guidelines• Personal vs. work statement• Types of acceptable content and use• Potential legal issues• Potential IT issues• Account management and process
  • 47. THE MAKING OF THE PR CHAMPIONInternal Collaborator
  • 48. THE MAKING OF THE PR CHAMPION Email vs. Real Time Collaboration
  • 49. THE MAKING OF THE PR CHAMPION Email vs. Real Time Collaboration
  • 50. THE MAKING OF THE PR CHAMPION Email vs. Real Time Collaboration
  • 51. THE MAKING OF THE PR CHAMPION Pre-Crisis Doctor
  • 52. THE MAKING OF THE PR CHAMPION
  • 53. The Comment Response Chart
  • 54. THE MAKING OF THE PR CHAMPION
  • 55. THE MAKING OF THE PR CHAMPIONReputation Task Force
  • 56. THE MAKING OF THE PR CHAMPION
  • 57. THE MAKING OF THE PR CHAMPIONThe Reputation Task Force Member:• Compares sentiment on different platforms• Reviews emotion and tone of content• Analyzes the sentiment of competitors• Watching closely influencer sentiment• Tracks sentiment and ties it to publicconfidence
  • 58. THE MAKING OF THE PR CHAMPION Ethics Brand Social Police VoiceRelentless Auditor + Hybrid Pro = Member of Task Force
  • 59. THE MAKING OF THE PR CHAMPION Master of Metrics
  • 60. THE MAKING OF THE PR CHAMPION
  • 61. THE MAKING OF THE PR CHAMPION Inform Inspire Engage
  • 62. THE MAKING OF THE PR CHAMPIONMeasure Over Time…
  • 63. THE MAKING OF THE PR CHAMPIONRelationship Analyzer
  • 64. THE MAKING OF THE PR CHAMPION
  • 65. THE MAKING OF THE PR CHAMPION
  • 66. THE MAKING OF THE PR CHAMPION
  • 67. THE MAKING OF THE PR CHAMPIONCOMMS Organizer
  • 68. THE MAKING OF THE PR CHAMPION
  • 69. THE MAKING OF THE PR CHAMPION
  • 70. THE MAKING OF THE PR CHAMPIONTraditional PR: PR 2.0 (Social):• News Releases • Social Media Releases• Newsletters • VNR 2.0• Case Studies • Podcasts/Video Podcasts• Special Events Digital PR • Blogs/Vlogs• Speeches • Word Clouds• Media Kits • Widgets• Speakers Bureaus • Polls• PSAs • Wikis• VNR
  • 71. THE MAKING OF THE PR CHAMPIONTraditional News Release Social Media Release
  • 72. THE MAKING OF THE PR CHAMPION
  • 73. THE MAKING OF THE PR CHAMPIONSharing by Department
  • 74. THE MAKING OF THE PR CHAMPION Universal Sharing
  • 75. THE MAKING OF THE PR CHAMPION
  • 76. THE MAKING OF THE PR CHAMPIONPR Technology Tester
  • 77. THE MAKING OF THE PR CHAMPIONThe IT Department
  • 78. THE MAKING OF THE PR CHAMPION
  • 79. THE MAKING OF THE PR CHAMPION
  • 80. THE MAKING OF THE PR CHAMPION“What Stands Between You and Embracing the PR Champion?
  • 81. THE MAKING OF THE PR CHAMPION NO ONE…ONLY YOU!
  • 82. Thank You … Any Questions?Please feel free to contact me.Deirdre Breakenridge:Email: deirdre@pureperformancecomm.comLinkedIn: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridgeGoogle+: http://gplus.to/dbreakenridge
  • 83. About VocusVocus is a leading provider of cloud-based marketing and PR software thathelps organizations of all sizes reach and influence buyers across socialnetworks, online and through the media. Vocus provides a software suite forsocial media marketing, content distribution and public relations to helpcustomers generate awareness and increase sales in today’s customer-ledbuying process. Vocus is used by more than 30,000 organizations worldwidein seven languages. (NASDAQ: VOCS).Learn more at www.vocus.com.@vocusAbout PRWebPRWeb is the leader in online news distribution and online publicity. PRWeb"democratized" news distribution, transforming the "press release" from anexpensive tool used by large corporations to an inexpensive yet highlyeffective way for organizations of all sizes to distribute their news on theInternet, increase their visibility online and attract customers. PRWeb is aservice of Vocus. (NASDAQ: VOCS).Learn more at www.prweb.com.@prweb