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Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
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Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"

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Prepared for Prof. Ed Ziegler's Wilmington University Class

Prepared for Prof. Ed Ziegler's Wilmington University Class

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  • Relation to text This slide relates to material on p. 559 of the text. Summary Overview Public relations can be defined as a management function which evaluates public attitudes, identifies the policies and procedures for an organization with public interest, and executes a program of action to earn public understanding and acceptance. Use of this slide This slide can be used to introduce public relations as an IMC tool.
  • Relation to text This slide relates to material on p. 559 of the text. Summary Overview This slide shows the three steps of the public relations management process, which are: Determination and evaluation of public attitudes Identification of policies and procedures Development and execution of the program The process begins with an understanding of current attitudes and then management develops and executes plans that bring about public understanding and acceptance. Use of this slide This slide can be used to discuss the public relations management process.
  • Relation to text This slide relates to material on pp. 560-561 of the text. Summary Overview This slide shows the traditional view of public relations. That is, PR is viewed as a non-marketing function, whose primary responsibility is to maintain mutually beneficial relationships between the organization and its publics. The publics consist of: Customers or potential customers Employees Investors Neighbors Special-interest groups Suppliers, and so on. From a traditional perspective, public relations and marketing are separate departments. As public relations moves toward a new role, it will be viewed as a strong department that works closely with marketing, blending their talents to provide the best overall image of the firm and its products or services. Use of this slide This slide can be used to discuss the traditional and emerging roles of public relations.

Transcript

  • 1. Anatomy of Public Relations from
    • The Public Relations Practitioner’s Playbook
    • M. Larry Litwin, APR, Fellow PRSA
    • © 2010
  • 2. Taken from…
  • 3. for...
    • Professor Ziegler’s
    • Wilmington University
    • class
  • 4. PR Is...
    • “ This is who we are;
    • What we think about ourselves;
    • What we want to do; and
    • Why we deserve your support.”
  • 5.  
  • 6. 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.
  • 7. 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.
  • 8.  
  • 9. MAC Triad Plus cont.
    • Informization
      • Disseminating information ( message ) to target audience through the proper channel at the best possible time .
  • 10. Advertising is Synergy
  • 11. Public Relations…
    • (Not paid – Uncontrolled)
  • 12. Public Relations…
    • A tool of leadership!
    • [a seat at the table]
  • 13. 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
  • 14. Public Relations
    • A management function that helps organizations and their publics mutually adapt to one another.
  • 15. Public Relations Defined A management function evaluates public attitudes which identifies the policies and procedures and an organization with the public interest of executes a program of action (and communication) and earn public understanding and acceptance to
  • 16. Public Relations Management Process PR Identification of policies and procedures Determination and evaluation of public attitudes Development and execution of the program
  • 17. Traditional PR Perspective Public Relations Department Customers Employees Investors Government Community Suppliers
  • 18. PR Practitioners are… Strategic Advisors
  • 19. 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
  • 20. Ivy Ledbetter Lee’s Public Relations Principles
    • Tell the truth
    • Provide accurate facts
    • Give the public relations director access to top management so that he/she can influence decisions
  • 21. PR Counselors must possess…
    • Loyalty
    • Judgment
    • Trust
    • Ethics
    • Integrity
  • 22. Managing Public Opinion
    • Public relations practitioners…
      • Assess public opinion
      • Influence public opinion
      • It is our responsibility to MANAGE
      • public opinion!
  • 23. ABCs of Strategic Communication
    • Anticipate
    • Be Prepared
    • Communicate Clearly, Concisely,
    • Consistently, Calculatingly,
    • Completely (Specifically and Simply)
    • Open, Honest, Thorough, Valid
  • 24. Double Bottom Line
    • First Bottom Line
      • Build Relationships
    • Second Bottom Line
      • Profit – or, accomplish your Goal
  • 25. Triple Bottom Line
    • Pat Jackson’s DBL – plus:
    • Third Bottom Line
      • Revenue > Controlled Costs=Profit
  • 26. 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.”
  • 27. How are Bottom Lines Achieved?
    • ? ? ?
  • 28. Reaching the Desired Outcome
    • Attitude
    • Opinion
    • Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome
  • 29. Public Relations is Synergy
  • 30. PR-Pie
    • Purpose
    • Research
    • Planning
    • Implementation
    • Evaluation
  • 31. Two-Way Communication Model
    • Sender >>> Message >>> Receiver
    • ^ V
    • ^ Noise V
    • ^ Noise V
    • ^ Noise V
    • ^ V
    • ^ <<<<<<<< Feedback <<<<<<< V
  • 32. PR Plan/Roadmap
    • Goal
    • Objectives
    • Strategies
    • Tactics
    • Tools
  • 33.
    • Superior tactics cannot overcome a bad (business) strategy .
  • 34.
    • No Planning = No Plan =
    • No Hope
  • 35. 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. ]
  • 36. Synergy’s Parts
    • Advertising
    • (Sales) Promotion *
    • Public Relations *
    • Direct Marketing
    • Cause Marketing
    • Sponsorship (Partnering) Marketing
    • Positioning ( Place ) *
    • Personal Selling *
    • Price *
    • Product itself*
    • Packaging *
    • Policy *
    • Politics *
    • Mind Share
    • (Brainstorming –
    • Intellectual Property)
    • Brand Identity
    • Interactive
    • * Litwin’s 9 P’s of Marketing
  • 37. Public Relations is Synergy
  • 38. Litwin’s 9 P’s of Marketing = Synergy
    • Product
    • Place (Positioning)
    • Price
    • Promotion (Sales)
    • Public Relations
    • Personal selling
    • Policy
    • Politics
    • Packaging
  • 39. 7 C’s of Communication
    • Credibility
    • Context
    • Content
    • Clarity
    • Continuity and Consistency
    • Channels
    • Capability
  • 40. Cutting Through the Clutter Using
    • NSPRA National Seminar – 2010
    • M. Larry Litwin, APR, Fellow PRSA
    • © 2010
    “ Word of Mouse”
  • 41. Web 2.0
    • Doing what We Do even better …using participatory (social) media.
  • 42.  
  • 43. First of Many Examples
  • 44. Discussion Points
    • Social Media via YouTube ®
    • http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=channel
  • 45. OK!
  • 46. You just need to...
  • 47. WHY USE SOCIAL MEDIA ? Drives Authenticity Measures Return of Investment Produces Common Threads Builds Brand Loyalty
  • 48. Point of Emphasis
    • Today, there are more media channels and content streams competing for your target audiences’ attention than ever before. The key to success is to focus on the appropriate medium that will carry your message to your target audience efficiently and effectively – and – at the right time (aperture). 1-2-1 “marketing” (IMC/ “Word of Mouse” ) ties your communication messages together with a consistent look, feel, tone and message that support your strategic communication efforts and makes your message more effective and efficient.
  • 49. Another Point of Emphasis
    • Social media IS participatory media and
    • “ Word of Mouse ”
  • 50. The Future is Now
  • 51. More Discussion Items
    • YouTube ®
    • Blog
    • Inline attachments
    • Podcasts
    • Vcasts
    • Twitter ®
    • Info Snacking
    • Texting/SMS
    • BBMing
    • Websites (Disadvantages – later)
  • 52. More Discussion Items
    • Flash mobs
    • Cell phone audio tours
    • Disruptive technology
    • Google Docs
    • Blasting
    • ListServ
    • Ink Jet printing
    • Viral marketing
    • RSS Feeds
    • Podcasts offer flexibility to reach “on-the-go staffers”
    • By Lindsey Miller
    • PepsiCo’s “Sound Bites” deliver 7-minute updates and interviews of interest to employees.
  • 53. Two-Way Communication Model
    • Sender >>> Message >>> Receiver
    • ^ V
    • ^ Noise V
    • ^ Noise V
    • ^ Noise V
    • ^ V
    • ^ <<<<<<<< Feedback <<<<<<< V
  • 54. Web 2.0 and Social Networking Strategies
    • Users add value
    • Two way communication – participation not publishing
    • Technology is used to create and diffuse new knowledge
    • Spontaneous collaborative work
    • Online content is the start of group-level work
    • Perpetual beta
    • Online content is generated by many people
    • Faith in the community
    • Connections are the new king, although content still matters
    • Word of Mouse marketing (WOMM)
    • Web as platform: anytime, anywhere access
  • 55. Three-Step vs. Two-Step Flow
    • Three-Step Flow
    • 1. Credible endorser*
    • 2. Key communicator
    • 3. (Targeted) publics
    • *Source credibility
    • Two-Step Flow
    • 1. Mass-media
    • message carrier
    • 2. (Targeted) publics
  • 56. Three-Step vs. Two-Step vs. One-Step Flow
    • or
    • 1-2-1
    • From organization directly to
    • ( Targeted ) publics
  • 57. Power of 1-2-1
  • 58. Apps
    • http://www.youtube.com/watch?v=kkcJvKt-zbA&feature=related
  • 59. Examples start here …
  • 60. PR News Has Gone Social
  • 61. 1:1 (or 1-2-1)
  • 62. There is L.L. – in RED
  • 63. Inline 1-2-1
  • 64. Inline (1-2-1) Attachment
  • 65. Inline 1-2-1
  • 66. Inline – Less formal
  • 67. 1-2-1 (1:1) – Inkjet
  • 68. 1-2-1 (1:1) – Inkjet
  • 69. 1-2-1 (1:1) – Inkjet
  • 70. Twitter ® Messages
    • Found this by Googling myself. One never knows what one will find when one does that. Check this out . http://bit.ly/bByUbh *
    • *http://thefirepio.com/2010/05/10/what-is-public-relations/#more-833
  • 71. Power of “Word of Mouse”
  • 72. Found on Google ®
  • 73. TweetDeck ®
  • 74. TweetDeck ® – It’s portable
  • 75. Social Media Rankings
  • 76. Social Media Specialist: Melissa Jones
  • 77.  
  • 78.  
  • 79. NewBalance RUN-dezvous
    • 250,000 active users
    • 86% returned at least once
    • 57% came back nine times or more
    • More than 1 million Acebacks (rewards) earned by consumers playing the game
    • The idea behind the
    • campaign was: “spend some
    • time with us, have fun and
    • get the product for free.”
    • Lazerow socialized the
    • campaign by making
    • challenges an important part
    • of the game. “Which
    • Facebook friend is the best
    • runner?”
  • 80. Info Snack
  • 81. Info Snack
  • 82. Full article
  • 83. Full article – Page 2, etc.
  • 84. Effective 1-2-1
  • 85. Keeping Current
  • 86. The Future is Now
  • 87. What’s on YOUR mind???
    • Understanding the MAC Triad Plus P&T
    • Audiences and messaging
    • Media challenges
    • Reaching Key Communicators and others (niche audiences)
    • “ Pitching”
    • 7 C’s of Communication
    • 6 C’s of Writing
    • Prepping the “C” suite
  • 88. Questions ???
    • M. Larry Litwin, APR, Fellow PRSA [email_address] www.larrylitwin.com
    • © 2010