Anatomy of
         Public Relations
               from

         The Public Relations
         Practitioner’s Playbook
 ...
for...

              Professor Ziegler’s

            Wilmington University

                   class

                  ...
5




    You Talk – We Listen
        Hearing vs. Listening

There is a reason why we have two ears and
     one mouth – ...
Public Communication
• Public communication is at the heart of our economy,
  society and politics. Studios use it to prom...
MAC Triad Plus cont.
• Informization
  – Disseminating information (message) to
    target audience through the proper cha...
Public Relations…

 (Not paid – Uncontrolled)




                             11




 Public Relations…


A tool of leade...
Public Relations 101
• Management and counseling function
• Enables organizations to build and maintain
  relationships
• ...
Public Relations Defined
        A management function

which   evaluates public attitudes


  and   identifies the polici...
Traditional PR Perspective
             Customers
Community                Investors


              Public
             R...
Edward Bernays’
   Public Relations Functions
• To interpret the client to the public, which
  means promoting the client
...
PR Counselors must possess…

•   Loyalty
•   Judgment
•   Trust
•   Ethics
•   Integrity



                              ...
ABCs of Strategic Communication

• Anticipate
• Be Prepared
• Communicate Clearly, Concisely,
   Consistently, Calculating...
Triple Bottom Line


• Pat Jackson’s DBL – plus:

• Third Bottom Line
  – Revenue>Controlled Costs=Profit



             ...
How are Bottom Lines Achieved?




             ???

                                27




 Reaching the Desired Outcome
...
Public Relations is Synergy




                          29




                PR-Pie
•   Purpose
•   Research
•   Plann...
Two-Way Communication Model

     Sender>>>Message>>>Receiver
     ^                         V
     ^          Noise      ...
Superior tactics cannot
overcome a bad
(business) strategy.



                          33




No Planning = No Plan =
  ...
Synergy
        The whole is greater than
           the sum of its parts
                   or
       The whole works bet...
Public Relations is Synergy




                                                 37




Litwin’s 9     P’s of Marketing = ...
7 C’s of Communication
•   Credibility
•   Context
•   Content
•   Clarity
•   Continuity and Consistency
•   Channels
•  ...
Web 2.0


Doing what We Do even
better…using participatory
      (social) media.



                             41




  ...
First of Many Examples




                                           43




      Discussion Points

             Social ...
OK!




                      45




You just need to...




                      46




                           23
WHY USE SOCIAL MEDIA ?

 Builds Brand
   Loyalty

                          Drives
                        Authenticity


...
Another Point of Emphasis
• Social media IS participatory
  media and
      “Word of Mouse”



                           ...
More Discussion Items
•   YouTube®
•   Blog
•   Inline attachments
•   Podcasts
•   Vcasts
•   Twitter®
•   Info Snacking
...
Two-Way Communication Model

     Sender>>>Message>>>Receiver
     ^                         V
     ^          Noise      ...
Three-Step vs. Two-Step Flow
 Three-Step Flow            Two-Step Flow
1. Credible endorser* 1. Mass-media
2. Key communic...
Power of 1-2-1




   How street vendors are using Twitter to drive offline traffic sales.flv




                        ...
Examples start here…




                          59




PR News Has Gone Social




                          60




   ...
1:1 (or 1-2-1)




                         61




There is L.L. – in RED




                         62




            ...
Inline 1-2-1




                            63




Inline (1-2-1) Attachment




                            64




     ...
Inline 1-2-1




                       65




Inline – Less formal




                       66




                    ...
1-2-1 (1:1) – Inkjet




                       67




1-2-1 (1:1) – Inkjet




                       68




            ...
1-2-1 (1:1) – Inkjet




                                             69




       Twitter® Messages
• Found this by Goog...
Power of “Word of Mouse”




                           71




   Found on Google®




                           72




 ...
TweetDeck®




                         73




TweetDeck® – It’s portable




                         74




            ...
Social Media Rankings




                                         75




Social Media Specialist: Melissa Jones
         ...
77




78




     39
NewBalance RUN-dezvous
• The idea behind the
  campaign was: “spend some
  time with us, have fun and
  get the product fo...
Info Snack




               81




Full article




               82




                    41
Full article – Page 2, etc.




                              83




     Effective 1-2-1




                            ...
Keeping Current




                    85




The Future is Now




                    86




                         43
What’s on YOUR mind???
•   Understanding the MAC Triad Plus P&T
•   Audiences and messaging
•   Media challenges
•   Reach...
Upcoming SlideShare
Loading in …5
×

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

1,231 views

Published on

Prepared for Prof. Ed Ziegler's Wilmington University class.

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,231
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
26
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. Anatomy of Public Relations from The Public Relations Practitioner’s Playbook M. Larry Litwin, APR, Fellow PRSA © 2010 1 Taken from… 2 1
  2. 2. for... Professor Ziegler’s Wilmington University class 3 PR Is... • “This is who we are; • What we think about ourselves; • What we want to do; and • Why we deserve your support.” 4 2
  3. 3. 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. 6 3
  4. 4. 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. 7 MAC Triad M +P+T A C M=Message A=Audience C=Channel P=Purpose T=Timing 8 4
  5. 5. MAC Triad Plus cont. • Informization – Disseminating information (message) to target audience through the proper channel at the best possible time. 9 Advertising is Synergy 10 5
  6. 6. Public Relations… (Not paid – Uncontrolled) 11 Public Relations… A tool of leadership! [a seat at the table] 12 6
  7. 7. 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 13 Public Relations A management function that helps organizations and their publics mutually adapt to one another. 14 7
  8. 8. Public Relations Defined A management function which evaluates public attitudes and identifies the policies and procedures of an organization with the public interest and executes a program of action (and communication) to earn public understanding and acceptance 15 Public Relations Management Process Determination and evaluation of public attitudes PR Identification of policies and procedures Development and execution of the program 16 8
  9. 9. Traditional PR Perspective Customers Community Investors Public Relations Department Suppliers Government Employees 17 PR Practitioners are… Strategic Advisors 18 9
  10. 10. 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 19 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 20 10
  11. 11. PR Counselors must possess… • Loyalty • Judgment • Trust • Ethics • Integrity 21 Managing Public Opinion Public relations practitioners… – Assess public opinion – Influence public opinion It is our responsibility to MANAGE public opinion! 22 11
  12. 12. ABCs of Strategic Communication • Anticipate • Be Prepared • Communicate Clearly, Concisely, Consistently, Calculatingly, Completely (Specifically and Simply) Open, Honest, Thorough, Valid 23 Double Bottom Line • First Bottom Line – Build Relationships • Second Bottom Line – Profit – or, accomplish your Goal 24 12
  13. 13. Triple Bottom Line • Pat Jackson’s DBL – plus: • Third Bottom Line – Revenue>Controlled Costs=Profit 25 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.” 26 13
  14. 14. How are Bottom Lines Achieved? ??? 27 Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 28 14
  15. 15. Public Relations is Synergy 29 PR-Pie • Purpose • Research • Planning • Implementation • Evaluation 30 15
  16. 16. Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V 31 PR Plan/Roadmap • Goal • Objectives • Strategies • Tactics • Tools 32 16
  17. 17. Superior tactics cannot overcome a bad (business) strategy. 33 No Planning = No Plan = No Hope 34 17
  18. 18. 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.] 35 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 36 18
  19. 19. Public Relations is Synergy 37 Litwin’s 9 P’s of Marketing = Synergy • Product • Public Relations • Place (Positioning) • Personal selling • Price • Policy • Promotion (Sales) • Politics • Packaging 38 19
  20. 20. 7 C’s of Communication • Credibility • Context • Content • Clarity • Continuity and Consistency • Channels • Capability 39 Cutting Through the Clutter Using “Word of Mouse” NSPRA National Seminar – 2010 M. Larry Litwin, APR, Fellow PRSA © 2010 40 20
  21. 21. Web 2.0 Doing what We Do even better…using participatory (social) media. 41 42 21
  22. 22. First of Many Examples 43 Discussion Points Social Media Revolution.flv • Social Media via YouTube® • http://www.youtube.com/watch?v=lFZ0z 5Fm-Ng&feature=channel 44 22
  23. 23. OK! 45 You just need to... 46 23
  24. 24. WHY USE SOCIAL MEDIA ? Builds Brand Loyalty Drives Authenticity Measures Return of Investment Produces Common Threads 47 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. 48 24
  25. 25. Another Point of Emphasis • Social media IS participatory media and “Word of Mouse” 49 The Future is Now 50 25
  26. 26. More Discussion Items • YouTube® • Blog • Inline attachments • Podcasts • Vcasts • Twitter® • Info Snacking • Texting/SMS • BBMing • Websites (Disadvantages – later) 51 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. 52 26
  27. 27. Two-Way Communication Model Sender>>>Message>>>Receiver ^ V ^ Noise V ^ Noise V ^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V 53 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 54 27
  28. 28. 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 55 Three-Step vs. Two-Step vs. One-Step Flow or 1-2-1 From organization directly to (Targeted) publics 56 28
  29. 29. Power of 1-2-1 How street vendors are using Twitter to drive offline traffic sales.flv 57 Apps • http://www.youtube.com/watch?v=kkcJv Kt-zbA&feature=related 58 29
  30. 30. Examples start here… 59 PR News Has Gone Social 60 30
  31. 31. 1:1 (or 1-2-1) 61 There is L.L. – in RED 62 31
  32. 32. Inline 1-2-1 63 Inline (1-2-1) Attachment 64 32
  33. 33. Inline 1-2-1 65 Inline – Less formal 66 33
  34. 34. 1-2-1 (1:1) – Inkjet 67 1-2-1 (1:1) – Inkjet 68 34
  35. 35. 1-2-1 (1:1) – Inkjet 69 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 70 35
  36. 36. Power of “Word of Mouse” 71 Found on Google® 72 36
  37. 37. TweetDeck® 73 TweetDeck® – It’s portable 74 37
  38. 38. Social Media Rankings 75 Social Media Specialist: Melissa Jones 76 01 - Track 1.mp3 38
  39. 39. 77 78 39
  40. 40. NewBalance RUN-dezvous • 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?” • 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 79 Info Snack 80 40
  41. 41. Info Snack 81 Full article 82 41
  42. 42. Full article – Page 2, etc. 83 Effective 1-2-1 84 42
  43. 43. Keeping Current 85 The Future is Now 86 43
  44. 44. 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 87 Questions ??? M. Larry Litwin, APR, Fellow PRSA larry@larrylitwin.com www.larrylitwin.com © 2010 88 44

×