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Anatomy of
           Public Relations
                 from

          The Public Relations
          Practitioner’s Playbook
           M. Larry Litwin, APR, Fellow PRSA


© 2012

                                               1




                 Or…
     Why We Do What We Do

                   And

         How To Do It Better!



                                               2




                                                   1
Taken from…




                     3




You enter to learn

You leave to serve


                     4




                         2
I am here to:

             HELP
…Hear, Educate, Learn and Prepare

[HELP – Hear what Prof. Litwin says so you
can be Educated to Learn, which will
Prepare you for your future. You’ve come to
Rowan University to learn. You leave here to
serve.]
                                               5




                                               6




                                                   3
PR Is...
•   “This is who we are;
•   What we think about ourselves;
•   What we want to do; and
•   Why we deserve your support.”




                                     7




                                     8




                                         4
You Talk – We Listen
            Hearing vs. Listening

 There is a reason why we have two ears and
      one mouth – we must listen twice as
              much as we speak.




                                                         9




     Public Communication
• Public communication is at the heart of our economy,
  society and politics. Studios use it to promote their
  films. Politicians use it to get elected. Businesses use
  it to burnish their image. Advocates use it to promote
  social causes.

• It is a field built on ideas and images, persuasion and
  information, strategy and tactics. No policy or product
  can succeed without a smart (strategic) message
  targeted to the right audience in creative and
  innovative ways at the ideal time using the proper
  channel. The ability to communicate this way – to
  communicate strategically – is what Public
  Communication is all about.
                                                        10




                                                             5
Strategic Message
        Commercial Persuasion
                 Or
          Public Relations


“The establishing of reciprocal
understanding between an individual
and a group.”
                    Edward Bernays

                                     11




         MAC Triad
               M

             +P+T
         A           C
 M=Message A=Audience C=Channel
        P=Purpose T=Timing




                                     12




                                          6
MAC Triad Plus cont.
• Informization
  – Disseminating information (message) to
    target audience through the proper channel
    at the best possible time.




                                            13




    Advertising is Synergy




                                            14




                                                 7
Strategic Message
       Commercial Persuasion
                Or
         Public Relations


“The establishing of reciprocal
understanding between an individual
and a group.”
                 Edward Bernays

                                  15




    Public Relations…

    (Not paid – Uncontrolled)




                                  16




                                       8
Public Relations…


     A tool of leadership!
        [more later…]


                                                17




      Public Relations 101
• Management and counseling function
• Enables organizations to build and maintain
  relationships
• Through an understanding of audience
  attitudes, opinions and values
• Planned, deliberate and two-way
• Conscience of organization
• Overseer of brand/reputation
• Relationship management
                                                18




                                                     9
Public Relations

    A management function that
    helps organizations and their
    publics mutually adapt to one
    another.


                                    19




          Advertising 101
•   Paid
•   (Non)-personal communication
•   From identified sponsor
•   Using (mass) media
•   To persuade or influence
•   Audience
            (Paid – Controlled)
                                    20




                                         10
Marketing 101

Determine what people need (and
     want) and give it to them.




                                  21




PR Practitioners are…


    Strategic Advisors



                                  22




                                       11
Edward Bernays’
   Public Relations Functions
• To interpret the client to the public, which
  means promoting the client
• To interpret the public to the client, which
  means operating the company in such a way
  as to gain the approval of the public
• To act as a public service
• To promote new ideas and progress
• To build a public conscience
                            Crystallizing Public Opinion – 1923


                                                            23




      Ivy Ledbetter Lee’s
   Public Relations Principles
1. Tell the truth

2. Provide accurate facts

3. Give the public relations director
   access to top management so that
   he/she can influence decisions
                                                            24




                                                                  12
PR Counselors must possess…

•   Loyalty
•   Judgment
•   Trust
•   Ethics
•   Integrity



                                         25




    Managing Public Opinion
Public relations practitioners…

    – Assess public opinion

    – Influence public opinion

    It is our responsibility to MANAGE
    public opinion!

                                         26




                                              13
ABCs of Strategic Communication

• Anticipate
• Be Prepared
• Communicate Clearly, Concisely,
   Consistently, Calculatingly,
   Completely (Specifically and Simply)
Open, Honest, Thorough, Valid

                                          27




 Another “A” = Accountability

      More on this particular
                 “A”
            in a moment.


                                          28




                                               14
CBAs of Strategic Communication

• Conceive
• Believe
• Achieve




                              29




CBAs of Strategic Communication

• Conceive = Head
• Believe = Heart
• Achieve = Hands




                              30




                                   15
Another “A” = Accountability
•    Controlled autonomy
•    Answerable
•    Responsible
•    Being a source or cause
•    Able to be trusted or depended upon
•    Reliable

                                           31




     What is Accountability?




               ???
                                           32




                                                16
Another “A” = Accountability
•    Answerable
•    Responsible
•    Being a source or cause
•    Able to be trusted or depended upon
•    Reliable



                                              33




     Accountability – defined
    A key component to practicing effective
    and reliable public relations.




                                              34




                                                   17
PR Practitioners/Counselors
  Accountability is…
  thinking strategically

  •   Deliberately
  •   Systematically
  •   Methodically
  •   Logistically
  •   Calculatingly (Measured Tones)

                                                      35




      Accountability’s – Bottom Line

• Senior managers want marketing managers to
  prove that their marketing is effective based on:
   – Sales increases
   – Percentage share of the market the brand holds
   – Return on Investment (ROI)
• Agencies are creating departments to help
  marketers evaluate the efficiency and
  effectiveness of their marketing communication
  budgets.



                                                      36




                                                           18
How is accountability measured?




             ???

                                   37




         Through…
• Achievement (yet, another “A”)

• Communication




                                   38




                                        19
You are the Brand
•   Brand
•   Brand Equity
•   Brand Extension
•   Brand Expansion
•   Brand Familiarity
•   Brand Favorability
•   Brand Identity
•   Brand Image
•   Brand Insistence
•   Brand Loyalty
•   Brand Power (Brand Champions)

                                    39




        Delivering the promise


      That’s accountability,
               too!!!



                                    40




                                         20
Are you a brand champion?
• Brand champions deliver what they
  promise – and more. Delivering helps to
  achieve…accountability.

• Accountability leads to synergy.



                                        41




      Double Bottom Line
• First Bottom Line
  – Build Relationships


• Second Bottom Line
  – Profit – or, accomplish your Goal



                                        42




                                             21
Triple Bottom Line


• Pat Jackson’s DBL – plus:

• Third Bottom Line
  – Revenue>Controlled Costs=Profit



                                               43




Fraser Seitel’s “Real” Bottom Line of PR

• “Our fundamental role in PR is to defend and
  promote and enhance and sustain the
  reputation of our organizations.”

• “Our job in PR is to help ensure that that
  objective is achieved…through proper
  performance – effectively communicated.”



                                               44




                                                    22
How are Bottom Lines Achieved?




             ???

                                45




 Reaching the Desired Outcome

• Attitude
• Opinion

    Education > Knowledge >
  Attitude > Behavioral Change >
    Output = Desired Outcome

                                46




                                     23
Public Relations is Synergy




                          47




                PR-Pie
•   Purpose
•   Research
•   Planning
•   Implementation
•   Evaluation



                          48




                               24
Two-Way Communication Model

    Sender>>>Message>>>Receiver
    ^                         V
    ^          Noise          V
    ^          Noise          V
    ^          Noise          V
    ^                         V
    ^ <<<<<<<<Feedback<<<<<<< V
                                                     49




           Communication
• …is shared comprehension (two way)
• Four Essential Elements/Communication Model
   – Initiator (Sender/Encoder)
   – Carrier (Message)
   – Receiver (Decoder)
   – Feedback (Is clarity being achieved?)

    [If the message is not being received as intended,
    it is your fault. Leaders whose messages are not
    changing behavior are not true leaders.]

                                                     50




                                                          25
Principles of
    Authentic Communication*
•   Truth               • Timeliness
•   Fundamentality      • Consistency
•   Comprehensiveness   • Accessibility
•   Relevance           • Responsiveness to
•   Clarity               feedback
                        • Care



                                              51




          Principles of
    Authentic Communication*
• Truth – being accurate and factually
  correct.
• Fundamentality – dealing with the core
  or essential issues and information.
• Comprehensiveness – telling the
  whole story, including the meanings and
  implications of the issue in question.

                                              52




                                                   26
Principles of
Authentic Communication*
• Relevance – taking into account and making
  connections with the interests of the parties
  involved.
• Clarity – using language that is appropriate
  and understandable for those involved,
  explaining technical terms, organizing and
  illustrating the information logically and
  understandably [clear, concise, complete,
  consistent, specific, simplistic.]
                                              53




      Principles of
Authentic Communication*
• Timeliness – providing information when it is
  known, leaving sufficient time for response
  prior to decisions or actions.
• Consistency – not opposing or contradicting
  your own or your organization’s other words
  or actions.
• Accessibility – making information, relevant
  sources and opportunities for discussion
  easily available to all parties; assuring
  physical accessibility to meetings.
                                              54




                                                   27
Principles of
    Authentic Communication*
• Responsiveness to feedback – engaging in
  two-way communication, seeking others’
  views and concerns and allowing those
  concerns to influence the organization’s
  actions.
• Care – showing respect, concern and
  compassion for the circumstances, attitudes,
  beliefs and feelings of other parties.
                              * Bojinka Bishop, Ohio University



                                                            55




          Principles of
    Authentic Communication*
•   Truth               • Timeliness
•   Fundamentality      • Consistency
•   Comprehensiveness   • Accessibility
•   Relevance           • Responsiveness to
•   Clarity               feedback
                        • Care



                                                            56




                                                                  28
PR Plan/Roadmap
•   Goal
•   Objectives
•   Strategies
•   Tactics
•   Tools


                              57




    Superior tactics cannot
    overcome a bad
    (business) strategy.



                              58




                                   29
No Planning = No Plan =
        No Hope


                                   59




          Synergy
  The whole is greater than
     the sum of its parts
             or
 The whole works better than
     any one of its parts.
 [To achieve our goal, we should
        achieve synergy.]
                                   60




                                        30
Synergy’s Parts
• Advertising                • Product itself*
• (Sales) Promotion*         • Packaging*
• Public Relations*          • Policy*
• Direct Marketing           • Politics*
• Cause Marketing            • Mind Share
• Sponsorship (Partnering)     (Brainstorming –
  Marketing
                                Intellectual Property)
• Positioning (Place)*
                             • Brand Identity
• Personal Selling*
                             • Interactive
• Price*
                             * Litwin’s 9 P’s of Marketing


                                                             61




    Public Relations is Synergy




                                                             62




                                                                  31
Litwin’s 9     P’s of Marketing = Synergy

•   Product               •   Public Relations
•   Place (Positioning)   •   Personal selling
•   Price                 •   Policy
•   Promotion (Sales)     •   Politics
                          •   Packaging



                                                 63




     7 C’s of Communication
•   Credibility
•   Context
•   Content
•   Clarity
•   Continuity and Consistency
•   Channels
•   Capability
                                                 64




                                                      32
Content is crucial…

  but the medium is part of the
  message, too!
                               (Marshal McLuhan)




                                                        65




     Public Communication
• Public communication is at the heart of our economy,
  society and politics. Studios use it to promote their
  films. Politicians use it to get elected. Businesses use
  it to burnish their image. Advocates use it to promote
  social causes.

• It is a field built on ideas and images, persuasion and
  information, strategy and tactics. No policy or product
  can succeed without a smart (strategic) message
  targeted to the right audience in creative and
  innovative ways at the ideal time using the proper
  channel. The ability to communicate this way – to
  communicate strategically – is what Public
  Communication is all about.
                                                        66




                                                             33
Superior tactics cannot
overcome a flawed
(business) strategy.



                                  67




      MAC Triad Plus
              M

             +P+T
         A           C
 M=Message A=Audience C=Channel
        P=Purpose T=Timing

                                  68




                                       34
MAC Triad Plus cont.
• Informization
  – Disseminating information (message) to
    target audience through the proper channel
    at the best possible time.




                                              69




     More On     MAC Triad Plus
    Some Key Communication Terms

• Propaganda

• Manipulation

• Stakeholders vs. Stockholders (To deliver
  message, we must know the difference)
                                              70




                                                   35
Cracked Egg Model




                                    71




            Audiences (ISPR)
• Identify
• Segment/Fragment
      •   Demographically
      •   Psychographically
      •   Geodemographically
      •   Behavioristically
      •   Benefits
• Profile
• Rank
   – Audience Power Structure
      • Elite (Key Communicators)
      • Pluralistic or Diffused
      • Amorphous/Latent

                                    72




                                         36
Audience Power Structure

                      Elite

                    Diffused

                   Amorphous

                                               73




         Target vs. Niche
       Target                    Niche
• Audience you want      • Narrowly defined
  to reach                 audience

e.g. High school         e.g. White, high school
students                 girls of divorced
                         parents


                                               74




                                                    37
Active vs. Passive
        Active                     Passive
• Already sold              • Uninterested
• Seeking information       • Use surrogates
                              (stand-ins)




                                                     75




      Features and Benefits
       Features                    Benefits
• Important                 • The quality of product
                              or service that
  characteristics of a        supplies satisfaction
  product or service.         or need fulfillment to
                              the consumer or
                              audience member.
Stress features to active
audiences.
                            Stress benefits to passive
                            audiences.

                                                     76




                                                          38
WII-FM

Features + Benefits = Value

        Value = Worth

                                      77




            Bargain

 When the value exceeds the cost.

 Remember, you only get what you
 pay for – but most times you don’t
 even get that!

                                      78




                                           39
Persuade vs. Convince
• Persuade
    – Change of mind or attitude (for a short time)
    – When you persuade someone, you get them to act
      without convincing them

• Convince
    – Change of heart and mind (long term)
    – When you convince someone, you actually get
      them to believe something else


                                                    79




        Persuasion Pointers
•   Know your audience
•   Know what you can accomplish
•   Anticipate objections/dispel them
•   Establish mutual goals/a common ground
•   Give options/choices
•   Be clear
•   Be familiar
                                                    80




                                                         40
Persuasion cont.
•   Use problem/solution format
•   Stress rewards/benefits
•   Control the tone
•   Clinch your argument
•   Ask for what you want
•   Leave (impression) something to
    remember
                                          81




Three-Step vs. Two-Step Flow
    Three-Step Flow      Two-Step Flow
1. Credible endorser* 1. Mass-media
2. Key communicator      message carrier
3. (Targeted) publics 2. (Targeted) publics



*Source credibility

                                          82




                                               41
Three-Step vs. Two-Step vs.
       One-Step Flow

     One-Step Flow – One-to-One
        (Replaces massmedia and
        nonpersonal communication
              communication)
     1. From organization directly to
        (Targeted) publics

                                        83




     Third Party Endorser
• Endorsement

• Testimonial

          [Know the difference]



                                        84




                                             42
Key Communicators
•   Who Needs Key Communicators?
•   Who Should be a Key Communicator?
•   Starting a Program
•   An “Authorized Grapevine”
    (Consumption Pioneers – Connectors –
    Leaders of People – WOMMP [Word of
    Mouth Marketing Program])

                                                       85




           Alternative Media
•   Radio
•   Television
•   Internet (and Interactive – Web 2.0/Blogs/Wikis)
•   iPod® (Podcasts, etc.)
•   Vcasts®
•   Cell Phone
•   iPhone ®
•   Digital Signage
•   Aroma Marketing
•   WOMM
•   Silent Publicity
                                                       86




                                                            43
Alternative Media
• Cross Platform
  – Print
  – Digital Signage
  – Wireless
  – Broadband
  – TV
• Convergence of Distribution
  – Multiple Platforms
                                                 87




 Getting a Seat at the Table
• Know how to communicate.
• Know what our employer does and the
  industry he/she represents.
• Have an “attitude” – think strategically.
• Be a counselor.
• Loyalty, Judgment, Trust, Ethics, Integrity.
• Always be ethical – open, honest, thorough
  and valid – the “corporate conscience.”

                                                 88




                                                      44
Communication:

     A Tool of Leadership




                            89




Public Relations…Leadership


     All leaders are
  teachers…but not all
  teachers are leaders!

                            90




                                 45
Public Relations…Leadership

Managers – Do things right.


 Leaders – Do the right things.



                              91




          Leaders
• Convene
• Communicate
• Persuade (maybe even
 convince)


                              92




                                   46
Leader Defined
• Title                     • Tenacity

• Charisma (Connectivity)   • Perseverance

• Competence/Expertise      • Mental Toughness

• Communicator              • Vision

• Courage                   • Responsibility

                                                 93




          Leadership Defined
In the end, Leadership is
  defined by:
                 Results

                                                 94




                                                      47
Leadership Framework




                         95




  Leadership Framework
• Control




                         96




                              48
Leadership Framework
• Control
• Consistency




                         97




  Leadership Framework
• Control
• Consistency
• Campaign



                         98




                              49
Leadership Framework
• Control
 – Preparation




                          99




  Leadership Framework
• Control
 – Preparation
 – Follow-up



                         100




                               50
Leadership Framework
• Control
 – Preparation
 – Follow-up
 – Proactive


                         101




  Leadership Framework
• Consistency
 – Organization




                         102




                               51
Leadership Framework
• Consistency
 – Organization
 – Repetition



                             103




  Leadership Framework
• Campaign
 – Planning/“Premeditated”




                             104




                                   52
Leadership Framework
• Campaign
 – Planning/“Premeditated”
 – Strategy/Timing



                             105




 Leadership Framework
• Campaign
 – Planning/“Premeditated”
 – Strategy/Timing
 – Measurable results


                             106




                                   53
Leadership Framework
• Control            • Campaign
  – Preparation         – Planning/
  – Follow-up            “Premeditated”
  – Proactive           – Strategy/Timing
• Consistency           – Measurable
  – Organization          results
  – Repetition

                                            107




         James Baker…
              Leadership

“Knowing what to do and then doing it.”




                                            108




                                                  54
President Carter…

 “Leaders whose messages are not
 changing (or reinforcing) behavior
 are not true leaders. In fact, they
 are ‘MISleaders’.”


                                          109




              Leaders

• Choose to lead by stepping out of the
  darkness and taking others with you.

• Make decisions they have to make even
  when they might have dangerous
  consequences


                                          110




                                                55
In the Eye of the Storm:
        Lessons in Leadership

A real life example of Leadership


From Les Hirsch – CEO
Touro Infirmary
New Orleans, Louisiana




                                                111




Leadership

Requires Courage, Tenacity, Perseverance and Mental
Toughness
Must Make Difficult Decisions
Must be Inspirational and Create Hope, Optimism and
Enthusiasm for the Future

Never, Never, Never Give Up………

                                                112




                                                      56
Friday:
September 2, 2005



“Retreat,…Hell…We’re Just Advancing in
 Another Direction”
* Quote From a US Army General in Korean War after being asked about withdrawal




                                                                            113




Know Your Destination…
and All Roads Will Lead To It…


Failure Is Not An Option



                                                                            114




                                                                                  57
Know Your Destination…


Hit the ground running…and…be sure you
are going in the right direction!!!
But remember – It’s the journey, not the
destination.


                                           115




It Always Takes A Great Team
Because…Failure Is Not An Option




                                           116




                                                 58
Leadership Defined
In the end, Leadership is
  defined by:
         Results

                            117




        Credibility




                            118




                                  59
Credibility
• Trustworthiness




                          119




            Credibility
• Trustworthiness

• Competence




                          120




                                60
Credibility
• Trustworthiness

• Competence

• Communication style

                                     121




    PR Practitioners/Counselors
Accountability is…
thinking strategically

•   Deliberately
•   Systematically
•   Methodically
•   Logistically
•   Calculatingly (Measured Tones)

                                     122




                                           61
Important PR Reminders




                         123




                         124




                               62
125




126




      63
127




PR Counselors must possess…

•   Loyalty
•   Judgment
•   Trust
•   Ethics
•   Integrity



                          128




                                64
Getting a Seat at the Table
• Know how to communicate.
• Know what our employer does and the
  industry he/she represents.
• Have an “attitude” – think strategically.
• Be a counselor.
• Always be ethical – open, honest, thorough
  and valid – the “corporate conscience” (CCO
  = Corporate Conscience Officer or Chief
  Communication Officer)

                                            129




         And above all…
  Are you willing to tell the boss what
  he/she needs to hear rather than
  what he/she wants to hear?

 That is how YOU will get a seat at
 the table.

                                            130




                                                  65
Six Cs of Writing Assessment*
•    Clarity – Say what you mean, mean what you say
•    Correct – Avoid errors to avoid confusion
•    Connection – Engage your reader
•    Compelling – Motivate an action
•    Conviction – Live on branding
•    Consistency – Stay on message…always

              [Remember: When you make people work,
                         they stop reading!]

                * Roger Shapiro – Write Right – Mitchell Rose Communication



                                                                        131




    Basic Principles of Effective Presentations




                                                                        132




                                                                              66
Basic Principles of Effective Presentations


1. Relate your identity to help create an
   image




                                                133




         Basic Principles
1. Relate your identity to help create an
   image
  •    Know the difference between identity
      and image.
  •   Persuasion – the activity of creating,
      reinforcing, modifying or extinguishing
      beliefs, attitudes and/or behaviors.
  •   Logo not ego!

                                                134




                                                      67
Basic Principles
1. Relate your identity to help create an
   image
2. Analyze your credibility and
   believability
  •   Credibility – is in the eye of the
      beholder.



                                            135




          Basic Principles
1. Relate your identity to help create an
   image
2. Analyze your credibility and
   believability
3. Exercise control



                                            136




                                                  68
Basic Principles
1. Relate your identity to help create an
   image
2. Analyze your credibility and
   believability
3. Exercise control
4. Maintain a positive attitude


                                            137




        Basic Principles of
      Effective Presentations
1. Relate your identity to help create an
   image
2. Analyze your credibility and
   believability
3. Exercise control
4. Maintain a positive attitude
5. Demonstrate leadership listening
                                            138




                                                  69
Audience Analysis/Worksheet


1. Identify your audience.




                             139




 Audience Analysis/Worksheet

2. Analyze your audience
   demographically.




                             140




                                   70
Audience Analysis/Worksheet

3. How well does your audience
   understand the issues (or topics) you
   wish to discuss?




                                           141




 Audience Analysis/Worksheet


4. What is your audience’s attitude
   toward your agenda?




                                           142




                                                 71
Audience Analysis/Worksheet

5. What does your audience need to
   know or believe in before you can
   change its behavior? (What’s in it for
   them?)




                                            143




Audience Analysis/Worksheet

6. To what type of arguments is your
   audience likely to respond?




                                            144




                                                  72
Audience Analysis/Worksheet

 1. Identify your audience.

 2. Analyze your audience demographically.

 3. How well does your audience understand
    the issues (or topics) you wish to discuss?




                                             145




Audience Analysis/Worksheet
4. What is your audience’s attitude toward
   your agenda?

5. What does your audience need to know or
   believe in before you can change its
   behavior? (What’s in it for them?)

6. To what type of arguments is your audience
    likely to respond?

                                             146




                                                   73
Key Communicators
•   Who Needs Key Communicators?
•   Who Should be a Key Communicator?
•   Starting a Program
•   An “Authorized Grapevine”
    (Consumption Pioneers – Connectors –
    Leaders of People – WOMMP [Word of
    Mouth Marketing Program])

                                       147




                                       148




                                             74
149




150




      75
Division of University Advancement

                   Executive Vice President for
                    University Advancement




 Alumni
                Development            Marketing            Major Gifts
Relations



                                                   University
                          Publications
                                                   Relations



                                                                     151




        Division of Budget and Planning

                      Executive Director of
                      Budget and Planning




Institutional
                              Budget                        Marketing
 Research




                                                                     152




                                                                           76
Questions ???

M. Larry Litwin, APR, Fellow PRSA
      larry@larrylitwin.com
       www.larrylitwin.com
                              © 2012




                                 153




                                       77

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Color pdf of Anatomy of Public Relations 1/7/12 for PR Playbook 4th edition [compatibility mode]

  • 1. Anatomy of Public Relations from The Public Relations Practitioner’s Playbook M. Larry Litwin, APR, Fellow PRSA © 2012 1 Or… Why We Do What We Do And How To Do It Better! 2 1
  • 2. Taken from… 3 You enter to learn You leave to serve 4 2
  • 3. I am here to: HELP …Hear, Educate, Learn and Prepare [HELP – Hear what Prof. Litwin says so you can be Educated to Learn, which will Prepare you for your future. You’ve come to Rowan University to learn. You leave here to serve.] 5 6 3
  • 4. PR Is... • “This is who we are; • What we think about ourselves; • What we want to do; and • Why we deserve your support.” 7 8 4
  • 5. You Talk – We Listen Hearing vs. Listening There is a reason why we have two ears and one mouth – we must listen twice as much as we speak. 9 Public Communication • Public communication is at the heart of our economy, society and politics. Studios use it to promote their films. Politicians use it to get elected. Businesses use it to burnish their image. Advocates use it to promote social causes. • It is a field built on ideas and images, persuasion and information, strategy and tactics. No policy or product can succeed without a smart (strategic) message targeted to the right audience in creative and innovative ways at the ideal time using the proper channel. The ability to communicate this way – to communicate strategically – is what Public Communication is all about. 10 5
  • 6. Strategic Message Commercial Persuasion Or Public Relations “The establishing of reciprocal understanding between an individual and a group.” Edward Bernays 11 MAC Triad M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 12 6
  • 7. MAC Triad Plus cont. • Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. 13 Advertising is Synergy 14 7
  • 8. Strategic Message Commercial Persuasion Or Public Relations “The establishing of reciprocal understanding between an individual and a group.” Edward Bernays 15 Public Relations… (Not paid – Uncontrolled) 16 8
  • 9. Public Relations… A tool of leadership! [more later…] 17 Public Relations 101 • Management and counseling function • Enables organizations to build and maintain relationships • Through an understanding of audience attitudes, opinions and values • Planned, deliberate and two-way • Conscience of organization • Overseer of brand/reputation • Relationship management 18 9
  • 10. Public Relations A management function that helps organizations and their publics mutually adapt to one another. 19 Advertising 101 • Paid • (Non)-personal communication • From identified sponsor • Using (mass) media • To persuade or influence • Audience (Paid – Controlled) 20 10
  • 11. Marketing 101 Determine what people need (and want) and give it to them. 21 PR Practitioners are… Strategic Advisors 22 11
  • 12. Edward Bernays’ Public Relations Functions • To interpret the client to the public, which means promoting the client • To interpret the public to the client, which means operating the company in such a way as to gain the approval of the public • To act as a public service • To promote new ideas and progress • To build a public conscience Crystallizing Public Opinion – 1923 23 Ivy Ledbetter Lee’s Public Relations Principles 1. Tell the truth 2. Provide accurate facts 3. Give the public relations director access to top management so that he/she can influence decisions 24 12
  • 13. PR Counselors must possess… • Loyalty • Judgment • Trust • Ethics • Integrity 25 Managing Public Opinion Public relations practitioners… – Assess public opinion – Influence public opinion It is our responsibility to MANAGE public opinion! 26 13
  • 14. ABCs of Strategic Communication • Anticipate • Be Prepared • Communicate Clearly, Concisely, Consistently, Calculatingly, Completely (Specifically and Simply) Open, Honest, Thorough, Valid 27 Another “A” = Accountability More on this particular “A” in a moment. 28 14
  • 15. CBAs of Strategic Communication • Conceive • Believe • Achieve 29 CBAs of Strategic Communication • Conceive = Head • Believe = Heart • Achieve = Hands 30 15
  • 16. Another “A” = Accountability • Controlled autonomy • Answerable • Responsible • Being a source or cause • Able to be trusted or depended upon • Reliable 31 What is Accountability? ??? 32 16
  • 17. Another “A” = Accountability • Answerable • Responsible • Being a source or cause • Able to be trusted or depended upon • Reliable 33 Accountability – defined A key component to practicing effective and reliable public relations. 34 17
  • 18. PR Practitioners/Counselors Accountability is… thinking strategically • Deliberately • Systematically • Methodically • Logistically • Calculatingly (Measured Tones) 35 Accountability’s – Bottom Line • Senior managers want marketing managers to prove that their marketing is effective based on: – Sales increases – Percentage share of the market the brand holds – Return on Investment (ROI) • Agencies are creating departments to help marketers evaluate the efficiency and effectiveness of their marketing communication budgets. 36 18
  • 19. How is accountability measured? ??? 37 Through… • Achievement (yet, another “A”) • Communication 38 19
  • 20. You are the Brand • Brand • Brand Equity • Brand Extension • Brand Expansion • Brand Familiarity • Brand Favorability • Brand Identity • Brand Image • Brand Insistence • Brand Loyalty • Brand Power (Brand Champions) 39 Delivering the promise That’s accountability, too!!! 40 20
  • 21. Are you a brand champion? • Brand champions deliver what they promise – and more. Delivering helps to achieve…accountability. • Accountability leads to synergy. 41 Double Bottom Line • First Bottom Line – Build Relationships • Second Bottom Line – Profit – or, accomplish your Goal 42 21
  • 22. Triple Bottom Line • Pat Jackson’s DBL – plus: • Third Bottom Line – Revenue>Controlled Costs=Profit 43 Fraser Seitel’s “Real” Bottom Line of PR • “Our fundamental role in PR is to defend and promote and enhance and sustain the reputation of our organizations.” • “Our job in PR is to help ensure that that objective is achieved…through proper performance – effectively communicated.” 44 22
  • 23. How are Bottom Lines Achieved? ??? 45 Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 46 23
  • 24. Public Relations is Synergy 47 PR-Pie • Purpose • Research • Planning • Implementation • Evaluation 48 24
  • 25. Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V 49 Communication • …is shared comprehension (two way) • Four Essential Elements/Communication Model – Initiator (Sender/Encoder) – Carrier (Message) – Receiver (Decoder) – Feedback (Is clarity being achieved?) [If the message is not being received as intended, it is your fault. Leaders whose messages are not changing behavior are not true leaders.] 50 25
  • 26. Principles of Authentic Communication* • Truth • Timeliness • Fundamentality • Consistency • Comprehensiveness • Accessibility • Relevance • Responsiveness to • Clarity feedback • Care 51 Principles of Authentic Communication* • Truth – being accurate and factually correct. • Fundamentality – dealing with the core or essential issues and information. • Comprehensiveness – telling the whole story, including the meanings and implications of the issue in question. 52 26
  • 27. Principles of Authentic Communication* • Relevance – taking into account and making connections with the interests of the parties involved. • Clarity – using language that is appropriate and understandable for those involved, explaining technical terms, organizing and illustrating the information logically and understandably [clear, concise, complete, consistent, specific, simplistic.] 53 Principles of Authentic Communication* • Timeliness – providing information when it is known, leaving sufficient time for response prior to decisions or actions. • Consistency – not opposing or contradicting your own or your organization’s other words or actions. • Accessibility – making information, relevant sources and opportunities for discussion easily available to all parties; assuring physical accessibility to meetings. 54 27
  • 28. Principles of Authentic Communication* • Responsiveness to feedback – engaging in two-way communication, seeking others’ views and concerns and allowing those concerns to influence the organization’s actions. • Care – showing respect, concern and compassion for the circumstances, attitudes, beliefs and feelings of other parties. * Bojinka Bishop, Ohio University 55 Principles of Authentic Communication* • Truth • Timeliness • Fundamentality • Consistency • Comprehensiveness • Accessibility • Relevance • Responsiveness to • Clarity feedback • Care 56 28
  • 29. PR Plan/Roadmap • Goal • Objectives • Strategies • Tactics • Tools 57 Superior tactics cannot overcome a bad (business) strategy. 58 29
  • 30. No Planning = No Plan = No Hope 59 Synergy The whole is greater than the sum of its parts or The whole works better than any one of its parts. [To achieve our goal, we should achieve synergy.] 60 30
  • 31. Synergy’s Parts • Advertising • Product itself* • (Sales) Promotion* • Packaging* • Public Relations* • Policy* • Direct Marketing • Politics* • Cause Marketing • Mind Share • Sponsorship (Partnering) (Brainstorming – Marketing Intellectual Property) • Positioning (Place)* • Brand Identity • Personal Selling* • Interactive • Price* * Litwin’s 9 P’s of Marketing 61 Public Relations is Synergy 62 31
  • 32. Litwin’s 9 P’s of Marketing = Synergy • Product • Public Relations • Place (Positioning) • Personal selling • Price • Policy • Promotion (Sales) • Politics • Packaging 63 7 C’s of Communication • Credibility • Context • Content • Clarity • Continuity and Consistency • Channels • Capability 64 32
  • 33. Content is crucial… but the medium is part of the message, too! (Marshal McLuhan) 65 Public Communication • Public communication is at the heart of our economy, society and politics. Studios use it to promote their films. Politicians use it to get elected. Businesses use it to burnish their image. Advocates use it to promote social causes. • It is a field built on ideas and images, persuasion and information, strategy and tactics. No policy or product can succeed without a smart (strategic) message targeted to the right audience in creative and innovative ways at the ideal time using the proper channel. The ability to communicate this way – to communicate strategically – is what Public Communication is all about. 66 33
  • 34. Superior tactics cannot overcome a flawed (business) strategy. 67 MAC Triad Plus M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 68 34
  • 35. MAC Triad Plus cont. • Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. 69 More On MAC Triad Plus Some Key Communication Terms • Propaganda • Manipulation • Stakeholders vs. Stockholders (To deliver message, we must know the difference) 70 35
  • 36. Cracked Egg Model 71 Audiences (ISPR) • Identify • Segment/Fragment • Demographically • Psychographically • Geodemographically • Behavioristically • Benefits • Profile • Rank – Audience Power Structure • Elite (Key Communicators) • Pluralistic or Diffused • Amorphous/Latent 72 36
  • 37. Audience Power Structure Elite Diffused Amorphous 73 Target vs. Niche Target Niche • Audience you want • Narrowly defined to reach audience e.g. High school e.g. White, high school students girls of divorced parents 74 37
  • 38. Active vs. Passive Active Passive • Already sold • Uninterested • Seeking information • Use surrogates (stand-ins) 75 Features and Benefits Features Benefits • Important • The quality of product or service that characteristics of a supplies satisfaction product or service. or need fulfillment to the consumer or audience member. Stress features to active audiences. Stress benefits to passive audiences. 76 38
  • 39. WII-FM Features + Benefits = Value Value = Worth 77 Bargain When the value exceeds the cost. Remember, you only get what you pay for – but most times you don’t even get that! 78 39
  • 40. Persuade vs. Convince • Persuade – Change of mind or attitude (for a short time) – When you persuade someone, you get them to act without convincing them • Convince – Change of heart and mind (long term) – When you convince someone, you actually get them to believe something else 79 Persuasion Pointers • Know your audience • Know what you can accomplish • Anticipate objections/dispel them • Establish mutual goals/a common ground • Give options/choices • Be clear • Be familiar 80 40
  • 41. Persuasion cont. • Use problem/solution format • Stress rewards/benefits • Control the tone • Clinch your argument • Ask for what you want • Leave (impression) something to remember 81 Three-Step vs. Two-Step Flow Three-Step Flow Two-Step Flow 1. Credible endorser* 1. Mass-media 2. Key communicator message carrier 3. (Targeted) publics 2. (Targeted) publics *Source credibility 82 41
  • 42. Three-Step vs. Two-Step vs. One-Step Flow One-Step Flow – One-to-One (Replaces massmedia and nonpersonal communication communication) 1. From organization directly to (Targeted) publics 83 Third Party Endorser • Endorsement • Testimonial [Know the difference] 84 42
  • 43. Key Communicators • Who Needs Key Communicators? • Who Should be a Key Communicator? • Starting a Program • An “Authorized Grapevine” (Consumption Pioneers – Connectors – Leaders of People – WOMMP [Word of Mouth Marketing Program]) 85 Alternative Media • Radio • Television • Internet (and Interactive – Web 2.0/Blogs/Wikis) • iPod® (Podcasts, etc.) • Vcasts® • Cell Phone • iPhone ® • Digital Signage • Aroma Marketing • WOMM • Silent Publicity 86 43
  • 44. Alternative Media • Cross Platform – Print – Digital Signage – Wireless – Broadband – TV • Convergence of Distribution – Multiple Platforms 87 Getting a Seat at the Table • Know how to communicate. • Know what our employer does and the industry he/she represents. • Have an “attitude” – think strategically. • Be a counselor. • Loyalty, Judgment, Trust, Ethics, Integrity. • Always be ethical – open, honest, thorough and valid – the “corporate conscience.” 88 44
  • 45. Communication: A Tool of Leadership 89 Public Relations…Leadership All leaders are teachers…but not all teachers are leaders! 90 45
  • 46. Public Relations…Leadership Managers – Do things right. Leaders – Do the right things. 91 Leaders • Convene • Communicate • Persuade (maybe even convince) 92 46
  • 47. Leader Defined • Title • Tenacity • Charisma (Connectivity) • Perseverance • Competence/Expertise • Mental Toughness • Communicator • Vision • Courage • Responsibility 93 Leadership Defined In the end, Leadership is defined by: Results 94 47
  • 48. Leadership Framework 95 Leadership Framework • Control 96 48
  • 49. Leadership Framework • Control • Consistency 97 Leadership Framework • Control • Consistency • Campaign 98 49
  • 50. Leadership Framework • Control – Preparation 99 Leadership Framework • Control – Preparation – Follow-up 100 50
  • 51. Leadership Framework • Control – Preparation – Follow-up – Proactive 101 Leadership Framework • Consistency – Organization 102 51
  • 52. Leadership Framework • Consistency – Organization – Repetition 103 Leadership Framework • Campaign – Planning/“Premeditated” 104 52
  • 53. Leadership Framework • Campaign – Planning/“Premeditated” – Strategy/Timing 105 Leadership Framework • Campaign – Planning/“Premeditated” – Strategy/Timing – Measurable results 106 53
  • 54. Leadership Framework • Control • Campaign – Preparation – Planning/ – Follow-up “Premeditated” – Proactive – Strategy/Timing • Consistency – Measurable – Organization results – Repetition 107 James Baker… Leadership “Knowing what to do and then doing it.” 108 54
  • 55. President Carter… “Leaders whose messages are not changing (or reinforcing) behavior are not true leaders. In fact, they are ‘MISleaders’.” 109 Leaders • Choose to lead by stepping out of the darkness and taking others with you. • Make decisions they have to make even when they might have dangerous consequences 110 55
  • 56. In the Eye of the Storm: Lessons in Leadership A real life example of Leadership From Les Hirsch – CEO Touro Infirmary New Orleans, Louisiana 111 Leadership Requires Courage, Tenacity, Perseverance and Mental Toughness Must Make Difficult Decisions Must be Inspirational and Create Hope, Optimism and Enthusiasm for the Future Never, Never, Never Give Up……… 112 56
  • 57. Friday: September 2, 2005 “Retreat,…Hell…We’re Just Advancing in Another Direction” * Quote From a US Army General in Korean War after being asked about withdrawal 113 Know Your Destination… and All Roads Will Lead To It… Failure Is Not An Option 114 57
  • 58. Know Your Destination… Hit the ground running…and…be sure you are going in the right direction!!! But remember – It’s the journey, not the destination. 115 It Always Takes A Great Team Because…Failure Is Not An Option 116 58
  • 59. Leadership Defined In the end, Leadership is defined by: Results 117 Credibility 118 59
  • 60. Credibility • Trustworthiness 119 Credibility • Trustworthiness • Competence 120 60
  • 61. Credibility • Trustworthiness • Competence • Communication style 121 PR Practitioners/Counselors Accountability is… thinking strategically • Deliberately • Systematically • Methodically • Logistically • Calculatingly (Measured Tones) 122 61
  • 63. 125 126 63
  • 64. 127 PR Counselors must possess… • Loyalty • Judgment • Trust • Ethics • Integrity 128 64
  • 65. Getting a Seat at the Table • Know how to communicate. • Know what our employer does and the industry he/she represents. • Have an “attitude” – think strategically. • Be a counselor. • Always be ethical – open, honest, thorough and valid – the “corporate conscience” (CCO = Corporate Conscience Officer or Chief Communication Officer) 129 And above all… Are you willing to tell the boss what he/she needs to hear rather than what he/she wants to hear? That is how YOU will get a seat at the table. 130 65
  • 66. Six Cs of Writing Assessment* • Clarity – Say what you mean, mean what you say • Correct – Avoid errors to avoid confusion • Connection – Engage your reader • Compelling – Motivate an action • Conviction – Live on branding • Consistency – Stay on message…always [Remember: When you make people work, they stop reading!] * Roger Shapiro – Write Right – Mitchell Rose Communication 131 Basic Principles of Effective Presentations 132 66
  • 67. Basic Principles of Effective Presentations 1. Relate your identity to help create an image 133 Basic Principles 1. Relate your identity to help create an image • Know the difference between identity and image. • Persuasion – the activity of creating, reinforcing, modifying or extinguishing beliefs, attitudes and/or behaviors. • Logo not ego! 134 67
  • 68. Basic Principles 1. Relate your identity to help create an image 2. Analyze your credibility and believability • Credibility – is in the eye of the beholder. 135 Basic Principles 1. Relate your identity to help create an image 2. Analyze your credibility and believability 3. Exercise control 136 68
  • 69. Basic Principles 1. Relate your identity to help create an image 2. Analyze your credibility and believability 3. Exercise control 4. Maintain a positive attitude 137 Basic Principles of Effective Presentations 1. Relate your identity to help create an image 2. Analyze your credibility and believability 3. Exercise control 4. Maintain a positive attitude 5. Demonstrate leadership listening 138 69
  • 70. Audience Analysis/Worksheet 1. Identify your audience. 139 Audience Analysis/Worksheet 2. Analyze your audience demographically. 140 70
  • 71. Audience Analysis/Worksheet 3. How well does your audience understand the issues (or topics) you wish to discuss? 141 Audience Analysis/Worksheet 4. What is your audience’s attitude toward your agenda? 142 71
  • 72. Audience Analysis/Worksheet 5. What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?) 143 Audience Analysis/Worksheet 6. To what type of arguments is your audience likely to respond? 144 72
  • 73. Audience Analysis/Worksheet 1. Identify your audience. 2. Analyze your audience demographically. 3. How well does your audience understand the issues (or topics) you wish to discuss? 145 Audience Analysis/Worksheet 4. What is your audience’s attitude toward your agenda? 5. What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?) 6. To what type of arguments is your audience likely to respond? 146 73
  • 74. Key Communicators • Who Needs Key Communicators? • Who Should be a Key Communicator? • Starting a Program • An “Authorized Grapevine” (Consumption Pioneers – Connectors – Leaders of People – WOMMP [Word of Mouth Marketing Program]) 147 148 74
  • 75. 149 150 75
  • 76. Division of University Advancement Executive Vice President for University Advancement Alumni Development Marketing Major Gifts Relations University Publications Relations 151 Division of Budget and Planning Executive Director of Budget and Planning Institutional Budget Marketing Research 152 76
  • 77. Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2012 153 77