TODAY’S AGENDA• Mary E. Bivins Foundation• Social Media Is Not ___________ .• Tylenol• Vision Casting
MARY E. BIVINS FOUNDATION• Established 1949• Eldercare• Scholarships & Grantmaking• Challenges & Opportunities D .I .S .G . d_____ , i________ , s_________ , g_________
SOCIAL MEDIA IS NOT______• Public Relations is not advertising• Public Relations is not fund-raising• Public Relations is not easyPublic Relations is...
SOCIAL MEDIA IS NOT______• Public Relations is not advertising• Public Relations is not fund-raising• Public Relations is not easyPublic Relations is... “Public relations (PR) is the practice of managing the ﬂow of information between an organization 1 and its publics.”
PUBLIC RELATIONS IS _____“Public relations gains an organization or individualexposure to their audiences using topics of publicinterest and news items that do not require directpayment.” 1“PR can be used to build rapport with employees,customers, investors, voters, or the general public.Almost any organization that has a stake in how it isportrayed in the public arena employs some 1level of public relations.”
PR VS. ADVERTISING 2 2Advertising Public Relations• Expensive • Cost-Effective• “Do Not Disturb” • “Let’s Chat”• Credibility Issues • Inherent Credibility
PR VS. ADVERTISINGAdvertising Public Relations• Products & Services • People & Relationships• Consumerism • Understanding• Necessary • Necessary
PR YESTERDAY1. Public Relations Team creates Press Release2. Sent to newspaper, radio, and TV news teams3. Your “article” makes the news...or maybe not!
PR TODAY1. Public Relations Team creates Press Release2. Sent to newspaper, radio, and TV news teams3. Your “article” makes the news...or maybe not!4. With Social Media, “The New Media,” we cansend our message to the public ourselves. Anddelivery is guaranteed. Results can be mixed.
TYLENOLIn the early 1980s, someone took Tylenol off theshelf at a store, tainted it with cyanide, and the resultwas a few deaths in the Chicago area.Before the disastrous cyanide poisoning, Tylenol heldaround 90% market share of pain reliever pills. Afterinitial media covergae, it held 7%. It withdrew ALLTylenol at a cost of millions to the company.
TYLENOLBy removing Tylenol from all shelves, Tylenol showedit cared for people ﬁrst and proﬁts a distant second.Tylenol quickly developed a Triple Seal packagingsystem for its pills, the ﬁrst of its kind: Glued boxtop, Shrink-wrapped bottle neck, and vacuum sealedfoil seal. Tylenol was the ﬁrst to adhere to the FDA’snew packaging requirements.
TYLENOLTylenol set up a 1-800 hotline for people to call ifthey suspected or feared tampering. Tylenol heldconstant press conferences for the media, revealingstatus of the situation.These efforts led to Tylenol spokespeople appearingon 60 Minutes where they could then detail theirefforts to make consumers conﬁdent in Tylenol.
TYLENOLIn short, by the end of the ordeal Tylenol took adisaster and used it to re-introduce itself as anindustry leader in product/consumer safety.They were honest upfront, took unprecedentedsteps at great personal expense to themselves, andleveraged the spotlight for re-positioning of itself.
BEING PROACTIVEIt is obviously better to be proactive instead ofreactive when it comes to a company’s image in thepublic eye.The Bivins Foundation and its many Foundationalorganizations has a chance to use Social Media inways that help us tell the Bivins story in a relationalway, engaging the public with compelling news.