Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012

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Public Relations in the Political Landscape. Best practices from political campaigning, presented by Andrew Bleeker from Hill+Knowlton at 5th International Congress PRORP 2012.

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Public Relations in the Political Landscape by Andrew Bleeker at 5th PRORP Congress 2012

  1. 1. Public Relations in thePolitical LandscapeBest Practices from Political Campaigning
  2. 2. Obama 2008: By the Numbers•  $500+  million  dollars  raised  online  •  3  million+  donors  •  13  million+  email  list  •  200,000+  offline  events  organized  
  3. 3. What Was the Secret Sauce?
  4. 4. 5 Tips For Success1.  Have  a  Goal  2.  Build  a  Community  3.  Engage  and  Empower  Your  Supporters  4.  Capitalize  on  Moments  5.  Test,  Retest,  then  Test  Again  
  5. 5. Have a Goal
  6. 6. Have a Goal•  Digital  media  is  a  means,  not  an  end  •  A  successful  digital  campaign  need  a  strong  value   proposition  •  Typical  goals:   §  Money   §  Message   §  Mobilization  
  7. 7. Build a Community
  8. 8. Build a Community•  Make  the  experience  about  your  supporters  •  Focus  on  list  building  as  step  1  •  Integrate  staff  •  Understand  your  value  proposition  •  Fish  where  the  fish  are  •  Use  your  allies  
  9. 9. Clear Value Proposition
  10. 10. AMEX: Focus on your Audience
  11. 11. Kraft: Reward Fans for Joining
  12. 12. Think Mobile First
  13. 13. Engage & Empower Supporters
  14. 14. Engage & Empower Supporters•  Establish  a  personal  connection  •  Create  a  face  •  Convert  online  engagement  into  offline  action  •  Give  supporters  a  voice  •  Customize  the  experience  •  Make  them  heroes  
  15. 15. Change.gov: Close the Loop
  16. 16. Showing Metrics of Success
  17. 17. LiveStrong: Merge Online & Off
  18. 18. W.H.: Explain Difficult Concepts
  19. 19. KONY 2012: Make them Heroes
  20. 20. Capitalize on Moments
  21. 21. Two Types of MomentsOrganic  Moments   Artificial  Moments  
  22. 22. Etch-A-Sketch: Speed Kills
  23. 23. Tide: Maximize Free Publicity•  Released  1  day  after  incident  •  Used  raw  footage  from  event  •  Significant  press  coverage  of   brand  
  24. 24. GE: Join the Conversation
  25. 25. RIO: Mobilize your followers
  26. 26. Test, then Test Again
  27. 27. Test, then Test Again•  Maximize  conversion  •  Select  tactics  •  All  about  ROI  •  Measuring  virality  •  Message  Discipline  •  Less  can  be  more  
  28. 28. Targeting Supporters with Data
  29. 29. O.b.: Personalized Apologies
  30. 30. Rallying Against an Opposition
  31. 31. Trends1.  Clear  Campaign  Objectives  2.  Telling  &  Sustaining  a  Story  3.  Genuine  Voice  4.  Create  Urgency  5.  Data,  Data,  Data  
  32. 32. Questions?Andrew Bleeker

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