Welcome! The presentation will be starting shortly. Planning for PR Success in 2009

Kye Strance Director, Product Development Vocus, Inc. Planning for PR Success in 2009

Lenny Santiago Director of Marketing Communications of International Speedway Corporation Over a decade of corporate communications and media relations experience in multiple industries including consumer, media, telecommunications and pharmaceuticals Strengths include PR strategy development, messaging and proactive media targeting and outreach

Director of Marketing Communications of International Speedway Corporation

Over a decade of corporate communications and media relations experience in multiple industries including consumer, media, telecommunications and pharmaceuticals

Strengths include PR strategy development, messaging and proactive media targeting and outreach

Deirdre Breakenridge President, Director of Communications at PFS Marketwyse Counsels senior level executives at companies including AmerisourceBergen, RCN Metro Optical Networks, JVC, Kraft and Michael C. Fina Adjunct professor at Fairleigh Dickinson University where she teaches courses on Public Relations and Interactive Marketing for the Global Business Management program Author of four Financial Times business books: “Putting the Public Back in Public Relations,” "PR 2.0, New Media, New Tools, New Audiences," "The New PR Toolkit" and "Cyberbranding: Brand Building in the Digital Economy"

President, Director of Communications at PFS Marketwyse

Counsels senior level executives at companies including AmerisourceBergen, RCN Metro Optical Networks, JVC, Kraft and Michael C. Fina

Adjunct professor at Fairleigh Dickinson University where she teaches courses on Public Relations and Interactive Marketing for the Global Business Management program

Author of four Financial Times business books: “Putting the Public Back in Public Relations,” "PR 2.0, New Media, New Tools, New Audiences," "The New PR Toolkit" and "Cyberbranding: Brand Building in the Digital Economy"

Deirdre Breakenridge President, Director of Communications

Audit of the Year Past Review goals and objectives from the previous year Analyze successful and unsuccessful communication Evaluate amount of editorial coverage Examine depth and breadth of coverage Determine number of new relationships Analyze competitor initiatives and milestones

Review goals and objectives from the previous year

Analyze successful and unsuccessful communication

Evaluate amount of editorial coverage

Examine depth and breadth of coverage

Determine number of new relationships

Analyze competitor initiatives and milestones

Integrate Your Strategy Align PR objectives to meet marketing and sales goals as well as to satisfy overall company business goals. Set up a series of deep meetings with: Marketing department Corporate communications/investor relations Product managers Business solutions owners and sales teams Senior level executives

Align PR objectives to meet marketing and sales goals as well as to satisfy overall company business goals.

Set up a series of deep meetings with:

Marketing department

Corporate communications/investor relations

Product managers

Business solutions owners and sales teams

Senior level executives

Setting Your Objectives What are you trying to achieve? How will the company reach its objectives: Are your objectives qualitative or quantitative? Which stakeholders of the company will help you to reach your objectives? Are your objectives: Sustainable? Measurable? Achievable? Realistic? Timed?

What are you trying to achieve?

How will the company reach its objectives:

Are your objectives qualitative or quantitative?

Which stakeholders of the company will help you to reach your objectives?

Are your objectives:

Sustainable?

Measurable?

Achievable?

Realistic?

Timed?

Monitor/Research Track the following influencers: Journalists/media outlets Bloggers/blogosphere Social networking groups Analysts Associations/organizations Government groups Customers/prospects Etc.

Track the following influencers:

Journalists/media outlets

Bloggers/blogosphere

Social networking groups

Analysts

Associations/organizations

Government groups

Customers/prospects

Etc.

Identify Influencers Who are you trying to communicate with? What do they need to hear from you? Avoid messages Don’t pitch Share meaningful information Engage after understanding

Who are you trying to communicate with? What do they need to hear from you?

Avoid messages

Don’t pitch

Share meaningful information

Engage after understanding

Communication Strategy Develop communication strategy (the overall approach) or the strategic thread (key ideas/concepts) that will weave throughout your campaign. PR/brand building Image building and reputation management Thought leadership Product launch focus Customer participation Events/tradeshow Etc.

Develop communication strategy (the overall approach) or the strategic thread (key ideas/concepts) that will weave throughout your campaign.

PR/brand building

Image building and reputation management

Thought leadership

Product launch focus

Customer participation

Events/tradeshow

Etc.

Content/Vehicle Strategy Develop content/vehicle strategy for your campaign (choose your tactics): Traditional news release Social media releases (SMR) Release distribution strategy Media/blogger relations Media kit/interactive newsroom content: Product/spec sheets Fact sheet Backgrounder Photos Presentations

Develop content/vehicle strategy for your campaign (choose your tactics):

Traditional news release

Social media releases (SMR)

Release distribution strategy

Media/blogger relations

Media kit/interactive newsroom content:

Product/spec sheets

Fact sheet

Backgrounder

Photos

Presentations

Content/Vehicle Strategy Social media tools RSS feeds Streaming video Podcasts Blogs/microblogs Social networks Events/tradeshows Web marketing E-blasts SEO Additional collateral development `

Social media tools

RSS feeds

Streaming video

Podcasts

Blogs/microblogs

Social networks

Events/tradeshows

Web marketing

E-blasts

SEO

Additional collateral development

`

Timing/Phases Fix your timeline. Consider internal and external environment opportunities and resources when timing the launch of your campaign. Campaign launch phases include: Alpha Beta Launch Post launch

Fix your timeline. Consider internal and external environment opportunities and resources when timing the launch of your campaign.

Campaign launch phases include:

Alpha

Beta

Launch

Post launch

Measurement Monitoring and measurement should take place at several intervals. Measurement and evaluation tools include : Conversation index Authority Engagement Perception Leads/sales Web traffic Editorial coverage Event participation Survey and poll results

Monitoring and measurement should take place at several intervals. Measurement and evaluation tools include :

Conversation index

Authority

Engagement

Perception

Leads/sales

Web traffic

Editorial coverage

Event participation

Survey and poll results

Lenny Santiago Director of Marketing Communications

Background on ISC Largest promoter of motorsports in the US, 21 NASCAR events Owner of 13 major venues including Daytona International Speedway, Talladega Superspeedway, Homestead-Miami Speedway, Richmond International Raceway, and others Two additional major business units MRN Radio – largest radio network in the US American Service Corp – concessions, merchandise and catering subsidiary Over 1,000 employees nationwide

Largest promoter of motorsports in the US, 21 NASCAR events

Owner of 13 major venues including Daytona International Speedway, Talladega Superspeedway, Homestead-Miami Speedway, Richmond International Raceway, and others

Two additional major business units

MRN Radio – largest radio network in the US

American Service Corp – concessions, merchandise and catering subsidiary

Over 1,000 employees nationwide

Facing Unique PR Issues Significant period of growth through 2007 Each facility has own PR staff Small staff handling a variety of responsibilities in addition to PR Geographically dispersed with unique local issues Recent turn-over at the track PR level Challenging industry relationships

Significant period of growth through 2007

Each facility has own PR staff

Small staff handling a variety of responsibilities in addition to PR

Geographically dispersed with unique local issues

Recent turn-over at the track PR level

Challenging industry relationships

2008 PR Plan A strategic approach to communications Support new strategic plan – vision/mission/values Build collaboration both internally and externally Capitalize on major upcoming milestones Enhance skill-building opportunities Surveyed each business unit to identify systemic issues, opportunities and long-term goals of PR staff Employed several resources to track and measure efforts Corporate level Director of Marketing Communications Vocus Internal PR team portal

A strategic approach to communications

Support new strategic plan – vision/mission/values

Build collaboration both internally and externally

Capitalize on major upcoming milestones

Enhance skill-building opportunities

Surveyed each business unit to identify systemic issues, opportunities and long-term goals of PR staff

Employed several resources to track and measure efforts

Corporate level Director of Marketing Communications

Vocus

Internal PR team portal

Made Great Strides in 2008 Monthly PR team calls and idea sharing Capitalized on opportunities with broadcast partners Better collaboration with messaging and positioning Identified areas of concern within business units Continue to take steps to improve them Set a baseline off which to measure future efforts All in the face of a challenging economy!

Monthly PR team calls and idea sharing

Capitalized on opportunities with broadcast partners

Better collaboration with messaging and positioning

Identified areas of concern within business units

Continue to take steps to improve them

Set a baseline off which to measure future efforts

All in the face of a challenging economy!

Planning for 2009 Focus on fans and the at-track experience Message – There’s Nothing Like Being at the Race! Execution: Leverage corporate resources to support track PR efforts Reinforce brand message Target relevant non-motorsports press Effectively engage social media Improved measurement of communications reach and influence – most important

Focus on fans and the

at-track experience

Message – There’s

Nothing Like Being at the Race!

Execution:

Leverage corporate resources to support track PR efforts

Reinforce brand message

Target relevant non-motorsports press

Effectively engage social media

Improved measurement of communications reach and influence – most important

Plan Development Aligned with consumer and corporate sales goals Months to create Results from fan feedback, research and focus groups Input from each business unit as well as industry partners Significant research into measurement techniques social media strategies best practices (PRSA programs, PR 2.0 ) other sports property initiatives Input and buy-in from senior management Sr. VP, Business Operations and Marketing; Sr. VP Operations; Chief Marketing Officer

Aligned with consumer and corporate sales goals

Months to create

Results from fan feedback, research and focus groups

Input from each business unit as well as industry partners

Significant research into

measurement techniques

social media strategies

best practices (PRSA programs, PR 2.0 )

other sports property initiatives

Input and buy-in from senior management

Sr. VP, Business Operations and Marketing; Sr. VP Operations; Chief Marketing Officer

Targeting – Variety of Paid and Free Services Vocus – media contacts and outlets HARO – free media inquiry database Twitter – following a number of journalists Google Alerts – track reporters on several topics RSS Feeds – especially great for bloggers Industry contacts and networking

Vocus – media contacts and outlets

HARO – free media inquiry database

Twitter – following a number of journalists

Google Alerts – track reporters on several topics

RSS Feeds – especially great for bloggers

Industry contacts and networking

Plan Measurement Vital component of 2009 plan Focus for 2009 is quality impressions vs. quantity Measuring four key areas: Activities – how active were we in communicating? Perceptions – were our key messages received? Audience Actions – did they do more or less of particular action (i.e. visit website, buy tickets, etc.) Financial Impact – did we influence purchasing habits

Vital component of 2009 plan

Focus for 2009 is quality impressions vs. quantity

Measuring four key areas:

Activities – how active were we in communicating?

Perceptions – were our key messages received?

Audience Actions – did they do more or less of particular action (i.e. visit website, buy tickets, etc.)

Financial Impact – did we influence purchasing habits

Measurement Tactics Measurement Scorecard that incorporates: Vocus Analytics – track activities, monitor impressions, analyze tone, prominence and media impact Direct Feedback – employ a variety of focus groups, fan round tables, post event feedback, major surveys Pass-Through and User Engagement – particularly in social media - # of users, followers, downloads, unique visitors, depth of postings and comments, etc. Impact to Customer Behavior – utilize call-center and internet sales data to identify sales volume tied to PR activity

Measurement Scorecard that incorporates:

Vocus Analytics – track activities, monitor impressions, analyze tone, prominence and media impact

Direct Feedback – employ a variety of focus groups, fan round tables, post event feedback, major surveys

Pass-Through and User Engagement – particularly in social media - # of users, followers, downloads, unique visitors, depth of postings and comments, etc.

Impact to Customer Behavior – utilize call-center and internet sales data to identify sales volume tied to PR activity

And Don’t Forget – 66 Days to the DAYTONA 500!

Contact Information Deirdre Breakenridge, Email: [email_address] Twitter: www.twitter.com/dbreakenridge Facebook: http://profile.to/deirdrebreakenridge LinkedIn: http://linkedin.com/in/deirdrebreakenridge Lenny Santiago, [email_address] Moderator, Kye Strance, [email_address]

Deirdre Breakenridge,

Email: [email_address]

Twitter: www.twitter.com/dbreakenridge

Facebook: http://profile.to/deirdrebreakenridge

LinkedIn: http://linkedin.com/in/deirdrebreakenridge

Lenny Santiago, [email_address]

Moderator, Kye Strance, [email_address]

About Vocus A global software company specializing in on-demand software for public relations management Successful, proven applications currently used by thousands of PR professionals Recognized for excellence in products, growth, leadership “ Innovation of the Year”

A global software company specializing in on-demand software for public relations management

Successful, proven applications currently used by thousands of PR professionals

Recognized for excellence in products, growth, leadership