Presented By:  Deirdre Breakenridge Social Media & PR:  Eight New Strategic Practices  for the PR Champion
Public Relations Expanded! The Opportunity …
Our World is Constantly Changing PR needed a new model; a better approach to communications in the social media landscape.
Our World is Constantly Changing
When Traditional Meets Social Media
A Customized Story
Good Communications Starts on the Inside
 
Putting the Public Back in Public Relations Solis • Breakenridge
Calling the Socially Career Minded Source: LinkedIn data and a report by Jeremiah Owyang of Altimeter Group
PR + PR 2.0 Creates the Hybrid
PR + PR 2.0 Creates the Hybrid
Roles and Responsibilities of the Hybrid <ul><li>Strategic communicator </li></ul><ul><li>Social media professionals  </li...
Roles and Responsibilities of the Hybrid
PR Expanded:  Eight New Practices …
PR Expanded: Eight New Practices
PR Expanded: Eight New Practices  PR Practice #1: The PR Policymaker <ul><li>Diane Gomez, PR Manager, PRSA </li></ul><ul><...
PR Expanded: Eight New Practices  PR Practice #2: Internal Collaboration Generator <ul><li>Michael Brito, VP, Edelman Digi...
PR Expanded: Eight New Practices  PR Practice #2: Internal Collaboration Generator
PR Expanded: Eight New Practices  PR Practice #3: The Internal Collaboration Generator <ul><li>Jason Kintzler, Founder, Pi...
PR Expanded: Eight New Practices  PR Practice #4: The COMMS Organizer <ul><li>Priya Ramesh, PR Director, CRT/tanaka </li><...
PR Expanded: Eight New Practices  PR Practice #5: The Pre-Crisis Doctor <ul><li>Mary Demming Barger, CEO at The Barber Gro...
PR Expanded: Eight New Practices  PR Practice #6: The Relationship Analyzer <ul><li>Deirdre Breakenridge, CEO, Pure Perfor...
PR Expanded: Eight New Practices  PR Practice #7: The Reputation Task Force Member Sentiment Co. <ul><li>Reppy Maniger, Di...
PR Expanded: Eight New Practices  PR Practice #8: The Master of the Metrics <ul><li>Valerie Mehran Simon, Marketing, Socia...
THE MAKING OF THE HYBRID PROFESSIONAL ARE YOU READY?
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL Practice #4:  The COMMS Organizer
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL Listening Across the Organization Hub and Spoke Models
THE MAKING OF THE HYBRID PROFESSIONAL <ul><li>Use content generated through programs available for departments to share wi...
THE MAKING OF THE HYBRID PROFESSIONAL Department Calendar System
THE MAKING OF THE HYBRID PROFESSIONAL Universal Sharing System
THE MAKING OF THE HYBRID PROFESSIONAL Create a Playbook! Department Calendar System Universal Sharing System
THE MAKING OF THE HYBRID PROFESSIONAL The Purpose Brief = Strategy <ul><li>Sponsoring Department/Program </li></ul><ul><li...
THE MAKING OF THE HYBRID PROFESSIONAL The Gatekeeper System
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL Practice #5:  Pre-Crisis Doctor
THE MAKING OF THE HYBRID PROFESSIONAL
The Comment Response Chart You can ’t read this. It ’s just a wake up call!
The Comment Response Chart Action = Reaction = Action
The Comment Response Chart If Correct Propagate General Co. Q Specific Dept. Q Personal Q Peer Q Levels of Escalation
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL Practice #8:  Master of Metrics
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL Inform Inspire Engage
THE MAKING OF THE HYBRID PROFESSIONAL Goals / Objectives <ul><li>High Level/Impact </li></ul><ul><li>- Lead </li></ul><ul>...
THE MAKING OF THE HYBRID PROFESSIONAL Measure Over Time… And, Measure Apples to Apples
THE MAKING OF THE HYBRID PROFESSIONAL
THE MAKING OF THE HYBRID PROFESSIONAL The PR Agency of the Future
THE MAKING OF THE HYBRID PROFESSIONAL “ What Stands Between You,  The Hybrid & Eight New Practices?
THE MAKING OF THE HYBRID PROFESSIONAL No One…Only You. Start from the Inside Out!
Thank You! Any Questions? <ul><li>Please feel free to contact me. </li></ul><ul><li>Deirdre Breakenridge : </li></ul><ul><...
 
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TSC12 - Deirdre Breakenridge - Pure Performance Communications

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TSC12 - Deirdre Breakenridge - Pure Performance Communications

  1. 1. Presented By: Deirdre Breakenridge Social Media & PR: Eight New Strategic Practices for the PR Champion
  2. 2. Public Relations Expanded! The Opportunity …
  3. 3. Our World is Constantly Changing PR needed a new model; a better approach to communications in the social media landscape.
  4. 4. Our World is Constantly Changing
  5. 5. When Traditional Meets Social Media
  6. 6. A Customized Story
  7. 7. Good Communications Starts on the Inside
  8. 9. Putting the Public Back in Public Relations Solis • Breakenridge
  9. 10. Calling the Socially Career Minded Source: LinkedIn data and a report by Jeremiah Owyang of Altimeter Group
  10. 11. PR + PR 2.0 Creates the Hybrid
  11. 12. PR + PR 2.0 Creates the Hybrid
  12. 13. Roles and Responsibilities of the Hybrid <ul><li>Strategic communicator </li></ul><ul><li>Social media professionals </li></ul><ul><li>Market analysts </li></ul><ul><li>Web marketer </li></ul><ul><li>Customer service rep </li></ul><ul><li>Relationship marketer </li></ul><ul><li>Viral marketer </li></ul><ul><li>Listener/Conversationalist </li></ul><ul><li>Research librarian </li></ul>
  13. 14. Roles and Responsibilities of the Hybrid
  14. 15. PR Expanded: Eight New Practices …
  15. 16. PR Expanded: Eight New Practices
  16. 17. PR Expanded: Eight New Practices PR Practice #1: The PR Policymaker <ul><li>Diane Gomez, PR Manager, PRSA </li></ul><ul><li>Twitter: @gomezdm </li></ul><ul><li>Developed policy objectives </li></ul><ul><li>Coordinated other departments involved in policymaking </li></ul><ul><li>Audited social media properties </li></ul><ul><li>Used the policy matrix comparison </li></ul><ul><li>Communicated policy to employees </li></ul><ul><li>Responsible for implementing policy feedback </li></ul>
  17. 18. PR Expanded: Eight New Practices PR Practice #2: Internal Collaboration Generator <ul><li>Michael Brito, VP, Edelman Digital </li></ul><ul><li>Twitter: @Britopian </li></ul><ul><li>Supports internal collaboration </li></ul><ul><li>Knows sharing is fundamental for internal innovation </li></ul><ul><li>Uses Base Camp for internal project management </li></ul><ul><li>Implements real-time tools such as Yammer, to create groups based on topics </li></ul><ul><li>Uses content library for consistency </li></ul>
  18. 19. PR Expanded: Eight New Practices PR Practice #2: Internal Collaboration Generator
  19. 20. PR Expanded: Eight New Practices PR Practice #3: The Internal Collaboration Generator <ul><li>Jason Kintzler, Founder, PitchEngine </li></ul><ul><li>Twitter:@JasonKintzler </li></ul><ul><li>Understands how new technologies are being applied in practical ways </li></ul><ul><li>Gains a broad understanding of most popular tools and how they will help to address a client's specific needs </li></ul><ul><li>Spends about 30 minutes a day looking at new technologies (after hours) </li></ul><ul><li>Takes the time to beta test many new technologies </li></ul>
  20. 21. PR Expanded: Eight New Practices PR Practice #4: The COMMS Organizer <ul><li>Priya Ramesh, PR Director, CRT/tanaka </li></ul><ul><li>Twitter:@NewPR </li></ul><ul><li>Uncovers and addresses what customers think and feel </li></ul><ul><li>Closes the gap between what you uncover and what ’s done with the information </li></ul><ul><li>Uses a monitor/listen/ response strategy </li></ul><ul><li>Educates customer service team on how to respond with the appropriate brand tone </li></ul>
  21. 22. PR Expanded: Eight New Practices PR Practice #5: The Pre-Crisis Doctor <ul><li>Mary Demming Barger, CEO at The Barber Group </li></ul><ul><li>Twitter:@MDBarger </li></ul><ul><li>Thinks proactively about crisis for an small international food brand </li></ul><ul><li>Realizes what happens in the US will be heard globally </li></ul><ul><li>Plans for crisis with a detailed comment response chart </li></ul><ul><li>Determines the timing of the message via different social channels </li></ul><ul><li>Breaks down the levels of crisis </li></ul>
  22. 23. PR Expanded: Eight New Practices PR Practice #6: The Relationship Analyzer <ul><li>Deirdre Breakenridge, CEO, Pure Performance </li></ul><ul><li>Twitter:@dbreakenridge </li></ul><ul><li>Moves beyond building to analyzing relationships </li></ul><ul><li>Visualizes the strengths and weaknesses of relationships through technology </li></ul><ul><li>Increases the levels of relationships toward advocacy and loyalty </li></ul><ul><li>Uses different channel strategies to grow relationships for long term </li></ul>
  23. 24. PR Expanded: Eight New Practices PR Practice #7: The Reputation Task Force Member Sentiment Co. <ul><li>Reppy Maniger, Director, Sentiment on Steroids </li></ul><ul><li>Twitter:@ReppyM </li></ul><ul><li>Builds the human face of the company </li></ul><ul><li>Educates peers on the brand values and voice </li></ul><ul><li>Is a member of the brand police and ethics committee </li></ul><ul><li>Believes in relentless sentiment monitoring </li></ul><ul><li>Grows reputation management team from department to department to every employee </li></ul>
  24. 25. PR Expanded: Eight New Practices PR Practice #8: The Master of the Metrics <ul><li>Valerie Mehran Simon, Marketing, Social Media at Summit Medical Group </li></ul><ul><li>Twitter:@ValerieSimon </li></ul><ul><li>Pauses frequently and asks, “So what?” </li></ul><ul><li>Capitalize on social networks to fill the inevitable hiring needs </li></ul><ul><li>Integrates a social component to employee referral programs </li></ul><ul><li>Assesses speed or length of recruiting cycle, quality if the hire, and changes in cost of traditional recruiting events </li></ul>
  25. 26. THE MAKING OF THE HYBRID PROFESSIONAL ARE YOU READY?
  26. 27. THE MAKING OF THE HYBRID PROFESSIONAL
  27. 28. THE MAKING OF THE HYBRID PROFESSIONAL
  28. 29. THE MAKING OF THE HYBRID PROFESSIONAL Practice #4: The COMMS Organizer
  29. 30. THE MAKING OF THE HYBRID PROFESSIONAL
  30. 31. THE MAKING OF THE HYBRID PROFESSIONAL Listening Across the Organization Hub and Spoke Models
  31. 32. THE MAKING OF THE HYBRID PROFESSIONAL <ul><li>Use content generated through programs available for departments to share with community members across different social platforms </li></ul><ul><li>Identify compelling content or social objects that interest a community </li></ul>Content Development is a Two Prong Approach: Existing New SHARE!
  32. 33. THE MAKING OF THE HYBRID PROFESSIONAL Department Calendar System
  33. 34. THE MAKING OF THE HYBRID PROFESSIONAL Universal Sharing System
  34. 35. THE MAKING OF THE HYBRID PROFESSIONAL Create a Playbook! Department Calendar System Universal Sharing System
  35. 36. THE MAKING OF THE HYBRID PROFESSIONAL The Purpose Brief = Strategy <ul><li>Sponsoring Department/Program </li></ul><ul><li>Social Media Purpose Brief Date </li></ul><ul><li>Type of Social Media Initiative </li></ul><ul><li>Strategy/Purpose of the Initiative </li></ul><ul><li>Goals/Objectives </li></ul><ul><li>Target Audience </li></ul><ul><li>Execution/Maintenance </li></ul>
  36. 37. THE MAKING OF THE HYBRID PROFESSIONAL The Gatekeeper System
  37. 38. THE MAKING OF THE HYBRID PROFESSIONAL
  38. 39. THE MAKING OF THE HYBRID PROFESSIONAL Practice #5: Pre-Crisis Doctor
  39. 40. THE MAKING OF THE HYBRID PROFESSIONAL
  40. 41. The Comment Response Chart You can ’t read this. It ’s just a wake up call!
  41. 42. The Comment Response Chart Action = Reaction = Action
  42. 43. The Comment Response Chart If Correct Propagate General Co. Q Specific Dept. Q Personal Q Peer Q Levels of Escalation
  43. 44. THE MAKING OF THE HYBRID PROFESSIONAL
  44. 45. THE MAKING OF THE HYBRID PROFESSIONAL
  45. 46. THE MAKING OF THE HYBRID PROFESSIONAL Practice #8: Master of Metrics
  46. 47. THE MAKING OF THE HYBRID PROFESSIONAL
  47. 48. THE MAKING OF THE HYBRID PROFESSIONAL
  48. 49. THE MAKING OF THE HYBRID PROFESSIONAL
  49. 50. THE MAKING OF THE HYBRID PROFESSIONAL Inform Inspire Engage
  50. 51. THE MAKING OF THE HYBRID PROFESSIONAL Goals / Objectives <ul><li>High Level/Impact </li></ul><ul><li>- Lead </li></ul><ul><li>- Sales </li></ul><ul><li>- Registration </li></ul><ul><li>- Authority </li></ul><ul><li>- Crisis Mitigation </li></ul><ul><li>Sentiment/Reputation </li></ul><ul><li>Recruit Talent </li></ul><ul><li>Low Level Participation </li></ul><ul><li>- Fans </li></ul><ul><li>- Followers </li></ul><ul><li>- Tweets/Retweets </li></ul><ul><li>Impressions </li></ul><ul><li>Comments </li></ul>
  51. 52. THE MAKING OF THE HYBRID PROFESSIONAL Measure Over Time… And, Measure Apples to Apples
  52. 53. THE MAKING OF THE HYBRID PROFESSIONAL
  53. 54. THE MAKING OF THE HYBRID PROFESSIONAL The PR Agency of the Future
  54. 55. THE MAKING OF THE HYBRID PROFESSIONAL “ What Stands Between You, The Hybrid & Eight New Practices?
  55. 56. THE MAKING OF THE HYBRID PROFESSIONAL No One…Only You. Start from the Inside Out!
  56. 57. Thank You! Any Questions? <ul><li>Please feel free to contact me. </li></ul><ul><li>Deirdre Breakenridge : </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>LinkedIn: http://linkedin.com/in/deirdrebreakenridge </li></ul><ul><li>Facebook: http://profile.to/deirdrebreakenridge </li></ul><ul><li>Twitter: www.twitter.com/dbreakenridge </li></ul><ul><li>Google+ : http://gplus.to/dbreakenridge </li></ul>

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