Getting Approval for Your Project


Published on

Ten steps to follow to get your project approved

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Hi I’m Katie Coates Ageson and I’m here to talk to you about your controversial projects. Do you want approval for those projects? YES!
  • Okay, do you want to hear how to get approval for your projects? YES! I think you can say that more enthusiastically – YES!
  • What would you do if you were told by the city manager to ‘keep it quiet’? I had one client who was told that; the city manager said staff would slip the agenda item through – Well, you guessed it - 100 opponents showed up – 40 of them made speeches & the client had NO ONE! That was before they hired me to help them with community outreach. That mistake cost those good people 3 years and a few million dollars. Do you want to avoid that kind of costly mistake on your project? YES!
  • I’ve been working in this field for about 20 years, and I’ve always had great clients, people I really like. I had one client who was a wonderful guy. He thought that the opposition to his project would be like him, decent and reasonable…but they kept repeating false allegations, and he kept getting tired of repeating himself… Yes, you have to keep repeating the facts, but you also need to use emotion, be memorable, and do the other things I’ll be covering in this presentation.
  • Should you attend meetings held by the opposition? YES! You need someone with a smooth touch who can represent well & be charming – YOU NEED TO HAVE THE LAST WORD
  • Will you need help with this? YES! You will need the entire team to monitor media, discussion boards, etc. Monitoring media is not just a PR function, it’s a TEAM function.
  • Do you make presentations to business and civic groups? Where can you meet people when you want to talk to them? How about taking a small team to a neighborhood meeting in someone’s home? And remember that you have to ask to close the deal. On one of the campaigns I’ve worked on, there was a woman, really accomplished & well-respected, everyone said she wouldn’t endorse…well, because of some of the charity work that I do, I was invited to a party at her house. I made a point to thank her in person, then I sent a thank-you note the next day. The following week, I sent an e-mail to ask if she would endorse the project and, you guessed it, – SHE DID! She said YES!
  • Great person, very likeable / client – thought she knew how to do community outreach, but she was an engineer… and although she was actually a people person (I’ve met many engineers who were!), she didn’t have the experience to make some of the right decisions. Just because you’ve been in your field for a long time does not mean that you know how to handle the PR side of the project. What do you need? YES, you will need help!
  • Do you think being memorable is good? YES! Corny can also be good. One time I planned a birthday party for a board member. We hired a big guy in a bird suit to poke gentle fun at this super board member who had been plagued by an endangered species on his agency’s property. Not controversial, but it was memorable. Gimmicks need to be appropriate, timed well, and make sense for the situation. You have to be willing to abort the mission if it the situation doesn’t feel right.
  • Can you identify the difference between Al Gore, droning on and on about his current pet project, and Bill Clinton, who says, “I feel your pain.” YES! EMOTION.
  • Do you want media coverage? I tripped you up there – the answer is SOMETIMES. Don’t use media coverage as a reliable barometer of the success of your campaign; I worked on a project that had 2 locations/2different climates: earned media was a measure of success in one; flying below the radar was success in the other
  • Would you like a relatively cheap way to become the end-all, be-all expert? YES! Then, utilize corrections/clarifications on your website for ANY mention of your project. WHY? So that you have the LAST WORD and you’re the AUTHORITY. I’ll tell you how you can do this…
  • Any final questions? Here are the ten mistakes – that you are NOT going to make,
  • And now it’s time to turn in your briefing and registration form. Would you please do me a favor and write a little note at the bottom to let me know how much you learned today and if you enjoyed the presentation? I would appreciate it! Here are the points to remember when planning your community outreach strategy.
  • Getting Approval for Your Project

    1. 1. Getting Approval for Your Project Ten Mistakes Organizations Make and How You Can Avoid Them to Achieve Success
    2. 2. The Ten Mistakes <ul><li>They don’t fight back </li></ul><ul><li>They don’t respond </li></ul><ul><li>They don’t listen </li></ul><ul><li>They don’t ask for help </li></ul><ul><li>They think everyone else is going to play fair </li></ul><ul><li>They don’t take advice from their consultants </li></ul><ul><li>They don’t use gimmicks </li></ul><ul><li>They don’t emote </li></ul><ul><li>They don’t utilize alternative media </li></ul><ul><li>They don’t invest where it counts </li></ul>
    3. 3. 1. They don’t fight back <ul><li>You must use every weapon in your arsenal to get approval for your project </li></ul>
    4. 4. 2. They think everyone is going to play fair <ul><li>They won’t, and you’d better be ready! </li></ul>
    5. 5. 3. They don’t respond <ul><li>Respond to rumors, allegations, and outright lies </li></ul><ul><li>Respond everyday </li></ul><ul><li>Respond even when you’re sick of it! </li></ul><ul><li>Communicate, communicate, communicate </li></ul>
    6. 6. 4. They don’t listen <ul><li>Pay attention </li></ul><ul><li>Monitor the opposition </li></ul><ul><li>Meet with the opposition </li></ul><ul><li>Read everything </li></ul>
    7. 7. 5. They don’t ask for help <ul><li>Reach out to likely audiences </li></ul><ul><li>Meet with individuals, small groups, and large groups </li></ul><ul><li>Close the deal </li></ul>
    8. 8. 6. They don’t take advice from their consultants <ul><li>Use the advice you’ve paid for </li></ul>
    9. 9. 7. They don’t use gimmicks <ul><li>Use memorable moments to fight back </li></ul><ul><li>Hollywood Magic </li></ul>
    10. 10. 8. They don’t emote <ul><li>Emotional appeals always work more effectively than facts </li></ul><ul><li>No one cares about the facts </li></ul>
    11. 11. 9. They don’t utilize alternative media (enough or at all) <ul><li>Don’t count on getting your story out through traditional media channels </li></ul><ul><li>Blog (verb) </li></ul><ul><li>Participate in message boards, YouTube, MySpace, etc. </li></ul>
    12. 12. 10. They don’t invest where it counts <ul><li>The fight is not usually over the technology, the money, the actual project </li></ul><ul><li>The fight is in the arena of public opinion </li></ul><ul><li>Bring people to your website to tell YOUR story </li></ul><ul><li>Website Magic </li></ul><ul><li>(See “Communicate, communicate, communicate”) </li></ul>
    13. 13. <ul><li>They don’t fight back </li></ul><ul><li>They don’t respond </li></ul><ul><li>They don’t listen </li></ul><ul><li>They don’t ask for help </li></ul><ul><li>They think everyone else is going to play fair </li></ul><ul><li>They don’t take advice from their consultants </li></ul><ul><li>They don’t use gimmicks </li></ul><ul><li>They don’t emote </li></ul><ul><li>They don’t utilize alternative media </li></ul><ul><li>They don’t invest where it counts </li></ul>The Ten Mistakes
    14. 14. YES - SUCCESS! Because you are going to: <ul><li>Fight Back </li></ul><ul><li>Be Prepared </li></ul><ul><li>Respond & Communicate </li></ul><ul><li>Listen & Pay Attention </li></ul><ul><li>Ask & Close the deal </li></ul><ul><li>Hire the Best & Listen </li></ul><ul><li>Be memorable (keep in mind: appropriateness, timing, makes sense) </li></ul><ul><li>Use emotional appeal </li></ul><ul><li>Utilize alternative media </li></ul><ul><li>Invest where it Counts & be the Authority </li></ul>
    15. 15. PR Projects Capabilities <ul><li>Media Training/Speaker Training </li></ul><ul><li>Writing, Editing, Corrections/Clarifications </li></ul><ul><li>Communications Audit (are you communicating what you want to?) </li></ul><ul><li>Message Development </li></ul><ul><li>Presentations/Presentation Development </li></ul><ul><li>Public Affairs </li></ul><ul><li>Consensus Building </li></ul><ul><li>Strategic Planning </li></ul><ul><li>Consulting </li></ul>
    16. 16. Contact <ul><li>Katie Coates Ageson, APR </li></ul><ul><li>President, PR Projects </li></ul><ul><li>(714) 593-8874 </li></ul><ul><li>[email_address] </li></ul><ul><li>PR Projects </li></ul><ul><li>Crisis communications, message development and strategic planning </li></ul>