PRSA 09 Highlights - PRVille Style


Published on

Slides from presentation by Bonnie Upright, APR, and Pryan Campbell at the January 21, 2010 North Florida PRSA meeting discussing the highlights and top tips learned from the PRSA 2009 International Conference.

Published in: Education, Business, Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

PRSA 09 Highlights - PRVille Style

  1. 1. PRSA International Conference 2009
  2. 2. It’s A Time for New and Old Friends!
  3. 3. Be Courteous <ul><li>PLEASE turn your cell phones… </li></ul><ul><li>ON! </li></ul><ul><li>This is an interactive learning experience </li></ul><ul><li>Share your thoughts with your colleagues </li></ul><ul><li>#prville </li></ul>
  4. 4. Assembly
  5. 5. Assembly
  6. 6. New PRSA Initiative
  7. 7. The Business Case for PR <ul><li>Measure the attitudinal and behavioral impact of your public relations programs. </li></ul><ul><li>Sell-in public relations services to your clients or senior management. </li></ul><ul><li>Communicate the roles, outcomes and value of public relations. </li></ul><ul><li>Create a better understanding and appreciation for what we do as a profession. </li></ul><ul><li>Capture a greater share of your clients' or organizations' investments in marketing and communications services. </li></ul><ul><li>Change entrenched attitudes and perceptions about the practice of public relations. </li></ul><ul><li>Arm yourself with information on the latest industry research, trends and techniques. </li></ul><ul><li>Establish industry-specific evaluative benchmarks. </li></ul>
  8. 8. The Seven Basic Steps* <ul><li>Identify your audiences/publics </li></ul><ul><li>Define objectives for each audience </li></ul><ul><li>Define your measurement criteria </li></ul><ul><li>Define your benchmark </li></ul><ul><li>Select a measurement tool </li></ul><ul><li>Analyze data, draw actionable conclusions, make recommendations </li></ul><ul><li>Make changes, measure again </li></ul>* Measuring Public Relationships , Katie Delahaye Paine
  9. 9. Measurement on a Shoestring <ul><li>Research is critical </li></ul><ul><li>Zoomerang, Survey Monkey </li></ul><ul><li>Google is your best friend </li></ul><ul><li>RSS feeds </li></ul><ul><li>News/blog alerts </li></ul><ul><li>Google Analytics </li></ul>Photo:
  10. 10. The Six Steps to Establishing Trust <ul><li>Provide advance information </li></ul><ul><li>Seek the leaders input </li></ul><ul><li>Listen carefully </li></ul><ul><li>Change your approach based on what you hear </li></ul><ul><li>Stay engaged </li></ul><ul><li>Engage others </li></ul>
  11. 13. Levels of engagement Preclinical Search your company *name *brands *TAs *issues Phase I YouTube Podcasts *Affordable healthcare *Preventing disease *Chronic health problems Disseminate information one way Share what’s useful Phase IIa External blog such as company history (J&J) Test a low-risk topic with external interaction Listen, establish reputation baseline Phase IIb ADHD moms, CML Earth (Novartis), Twitter (Novo Nordisk) Test topic of greater interest for key community interaction Phase III Twitter (BI) External Blog (J&JBTW) External public/company interaction with a personal voice
  12. 14. Leaders: Mayo Clinic Lee Aase
  13. 15. Arianna Huffington <ul><li>She wore my Snuggie - that’s all that matters. </li></ul><ul><li>Q&A with healthcare whistleblower Wendell Potter (CIGNA, Humana) </li></ul><ul><li>When is enough enough? </li></ul>
  14. 16. PRSA Code of Ethics <ul><li>Protect and advance the free flow of accurate and truthful information. </li></ul><ul><li>Foster informed decision making through open communication. </li></ul><ul><li>Protect confidential and private information. </li></ul><ul><li>Promote healthy and fair competition among professionals. </li></ul><ul><li>Avoid conflicts of interest. </li></ul><ul><li>Work to strengthen the public’s trust in the profession. </li></ul>
  15. 17. Celeb-Snuggie
  16. 18. President Obama & Citizen’s Campaign: Lessons Learned <ul><li>Mike Smith </li></ul><ul><li>Public Relations is about: </li></ul><ul><ul><li>Brand protection </li></ul></ul><ul><ul><li>Shaping influence </li></ul></ul><ul><ul><li>Crisis containment </li></ul></ul>
  17. 19. Social Media and Sr. Execs <ul><ul><li>PR reaches the C Suite, but management doesn’t get it. </li></ul></ul><ul><ul><li>Senior management must change. Or die. </li></ul></ul><ul><ul><ul><li>Younger pros can help senior level execs adapt. Or should they? </li></ul></ul></ul><ul><ul><ul><li>Twinterns? WTH? </li></ul></ul></ul>
  18. 20. Key messages <ul><li>PERSONAL </li></ul><ul><li>Leverage how you network. </li></ul><ul><li>It’s not what you know, but whom. </li></ul><ul><li>Learn Social Media. Now. </li></ul><ul><li>PROFESSIONAL </li></ul><ul><li>Leverage your base (key stakeholders) </li></ul><ul><li>Learn grassroots campaigns (populism) </li></ul><ul><li>Understand media cycles </li></ul>
  19. 21. Thinking Ahead
  20. 22. Uber Cool Tweople <ul><li>@shonali </li></ul><ul><li>@samsims </li></ul><ul><li>@prsarahevans </li></ul><ul><li>@derekdevries </li></ul><ul><li>@rjdavila </li></ul><ul><li>@aribadler </li></ul><ul><li>@ghidotti </li></ul><ul><li>@prprosandiego </li></ul><ul><li>@kristk </li></ul><ul><li>@leeodden </li></ul><ul><li>@bobosphere </li></ul><ul><li>@billsledzik </li></ul><ul><li>@fiskey </li></ul><ul><li>@garymac865 </li></ul><ul><li>@prville </li></ul>
  21. 23. We Need Your Help