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Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
Anatomy of Public Relations and Cutting Through the Clutter using "Word of Mouse"
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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  • 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. 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. 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. 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. 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. Public Relations… (Not paid – Uncontrolled) 11 Public Relations… A tool of leadership! [a seat at the table] 12 6
  • 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. 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. Traditional PR Perspective Customers Community Investors Public Relations Department Suppliers Government Employees 17 PR Practitioners are… Strategic Advisors 18 9
  • 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. 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. 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. 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. How are Bottom Lines Achieved? ??? 27 Reaching the Desired Outcome • Attitude • Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome 28 14
  • 15. Public Relations is Synergy 29 PR-Pie • Purpose • Research • Planning • Implementation • Evaluation 30 15
  • 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. Superior tactics cannot overcome a bad (business) strategy. 33 No Planning = No Plan = No Hope 34 17
  • 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. 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. 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. Web 2.0 Doing what We Do even better…using participatory (social) media. 41 42 21
  • 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. OK! 45 You just need to... 46 23
  • 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. Another Point of Emphasis • Social media IS participatory media and “Word of Mouse” 49 The Future is Now 50 25
  • 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. 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. 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. 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. Examples start here… 59 PR News Has Gone Social 60 30
  • 31. 1:1 (or 1-2-1) 61 There is L.L. – in RED 62 31
  • 32. Inline 1-2-1 63 Inline (1-2-1) Attachment 64 32
  • 33. Inline 1-2-1 65 Inline – Less formal 66 33
  • 34. 1-2-1 (1:1) – Inkjet 67 1-2-1 (1:1) – Inkjet 68 34
  • 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. Power of “Word of Mouse” 71 Found on Google® 72 36
  • 37. TweetDeck® 73 TweetDeck® – It’s portable 74 37
  • 38. Social Media Rankings 75 Social Media Specialist: Melissa Jones 76 01 - Track 1.mp3 38
  • 39. 77 78 39
  • 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. Info Snack 81 Full article 82 41
  • 42. Full article – Page 2, etc. 83 Effective 1-2-1 84 42
  • 43. Keeping Current 85 The Future is Now 86 43
  • 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

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