PUTTING YOURPUBLIC RELATIONS PLAN   BACK ON TRACK
AGENDA• Introductions• What   is Public Relations?• The   Public Relations Plan• Case   Studies•Q   & A, open dialogue• Mo...
INTRODUCTIONS
WHO AM I?Name & Occupation:Sandra GabrielChief Relationship OfficerGabriel Press & Relationships (Gabriel PR)Experience:Alm...
WHO ARE YOU?         Name?Business/What do you do?
YOUR PUBLIC RELATIONS
YOUR PUBLIC MAP
PUBLIC PERSONAS
RELATIONSHIP MEASUREMENT         PROCESS
WHAT IS PUBLIC RELATIONS?
PUBLIC RELATIONS THEN...
PUBLIC RELATIONS NOW...
PUBLIC RELATIONS               THEN AND NOW• Keyword: Propaganda         • Keyword: Relationships• Viral                  ...
PUBLIC RELATIONS &            COMMUNICATIONS• Public   relations is long-term• Publicrelations measures outcomes (behaviou...
PUBLIC RELATIONS IS...the process of developing long-term mutually beneficialrelationships with YOUR public, through ongoin...
PUBLIC RELATIONS IS...• Long-term• Relationships   (mutually beneficial)• Listening• Two-Way     communication• Proactive
PUBLIC RELATIONS TOOLS•   Media & blogger relations   •   Partner/sponsor relations•   Social media relations      •   Sup...
COMMUNICATIONS IS...              Develop Message              Transmit Messagean ongoing                         Feedback...
THE PUBLIC RELATIONS PLAN
PR PLAN OVERVIEW• Research   & Analysis• Communication• Evaluation
RESEARCH & ANALYSIS• Research   problem• Research   design• Research   strategy• Generate    data• Analyze   data• Produce...
RESEARCH METHODS• Survey• Focus   groups• Experimental• Textual
COMMUNICATION• S.M.A.R.T. objectives• Key   messages• Strategy   & Tactics• Evaluation   plan
COMMUNICATION TOOLS• Policies• News   and media releases• Newsletters• Blogs/Vlogs• Podcasts
EDITORIAL PLAN    Who                   What               Where     When             Why                   How           ...
EVALUATION• Must   be planned and analyzed • Web    analytics • Media    monitoring report • Social   media monitoring rep...
CASE STUDIES
CASUAL MALE RETAIL GROUPOverview•Casual Male Corporation facing bankruptcy in 2002•Sold most of their assets to Designs, I...
U.S. DEPARTMENT OF TREASURYOverview•The government issues 150 million paper checks to 20% of those who receive Social Secu...
SUMMARY•   Stop selling•   Start listening•   Start talking•   Consider all audiences•   Consider all    communication too...
QUESTIONS & ANSWERS    PR experience, issues, etc.?
CONTACT ME• Email: sandra@gabrielpr.ca• Tel: 416-907-2560• Twitter: @cafegabriel
THANK YOU!
Putting Your PR Plan Back on Track
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Putting Your PR Plan Back on Track

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A guide to learning how to use PR effectively to attain measurable results.

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Putting Your PR Plan Back on Track

  1. 1. PUTTING YOURPUBLIC RELATIONS PLAN BACK ON TRACK
  2. 2. AGENDA• Introductions• What is Public Relations?• The Public Relations Plan• Case Studies•Q & A, open dialogue• More info...
  3. 3. INTRODUCTIONS
  4. 4. WHO AM I?Name & Occupation:Sandra GabrielChief Relationship OfficerGabriel Press & Relationships (Gabriel PR)Experience:Almost 7 years in PR & CommunicationsEducation:Ryerson University - Public Relations DiplomaRoyal Roads University - Applied Communications Degree
  5. 5. WHO ARE YOU? Name?Business/What do you do?
  6. 6. YOUR PUBLIC RELATIONS
  7. 7. YOUR PUBLIC MAP
  8. 8. PUBLIC PERSONAS
  9. 9. RELATIONSHIP MEASUREMENT PROCESS
  10. 10. WHAT IS PUBLIC RELATIONS?
  11. 11. PUBLIC RELATIONS THEN...
  12. 12. PUBLIC RELATIONS NOW...
  13. 13. PUBLIC RELATIONS THEN AND NOW• Keyword: Propaganda • Keyword: Relationships• Viral • Systematic• Manual • Automated• Focus on media coverage • Focus on reputation• Focus on sales • Focus on loyalty• Fulfilling desires • Fulfilling needs
  14. 14. PUBLIC RELATIONS & COMMUNICATIONS• Public relations is long-term• Publicrelations measures outcomes (behaviour, opinion, attitude)• Communications is short-term• Communications measures outputs (brochures distributed, social media metrics, web analytics)
  15. 15. PUBLIC RELATIONS IS...the process of developing long-term mutually beneficialrelationships with YOUR public, through ongoingmeasurement, management and evaluation of yourcommunications.
  16. 16. PUBLIC RELATIONS IS...• Long-term• Relationships (mutually beneficial)• Listening• Two-Way communication• Proactive
  17. 17. PUBLIC RELATIONS TOOLS• Media & blogger relations • Partner/sponsor relations• Social media relations • Supplier/vendor relations• Client/customer relations • Crisis communications• Issues & Risk management • Investor relations• Internal communications • Corporate Social Responsibility• Employee relations • Industry relations• Local/community relations • Public affairs
  18. 18. COMMUNICATIONS IS... Develop Message Transmit Messagean ongoing Feedback process Message Received Message Interpreted
  19. 19. THE PUBLIC RELATIONS PLAN
  20. 20. PR PLAN OVERVIEW• Research & Analysis• Communication• Evaluation
  21. 21. RESEARCH & ANALYSIS• Research problem• Research design• Research strategy• Generate data• Analyze data• Produce report
  22. 22. RESEARCH METHODS• Survey• Focus groups• Experimental• Textual
  23. 23. COMMUNICATION• S.M.A.R.T. objectives• Key messages• Strategy & Tactics• Evaluation plan
  24. 24. COMMUNICATION TOOLS• Policies• News and media releases• Newsletters• Blogs/Vlogs• Podcasts
  25. 25. EDITORIAL PLAN Who What Where When Why How product/product Online To increase sales by Video Clients May News release features/free trial TV 10% by Dec. Advertising product/product To improve media Email Media Online June Media release features/relevance relationships blog product/product To improve Intranet Employees Online July employee Video features/policy relationships Blog product/benefits to To increase sponsor Mailed letter Sponsors Print August sponsor support by 25% Email To increase fans and facebook, twitter &Social Media Groups product/free trial Online September followers by 50% blog posts product/product Print To gain industry blog posts Industry Online October direct mail features/relevance support TV Advertising
  26. 26. EVALUATION• Must be planned and analyzed • Web analytics • Media monitoring report • Social media monitoring report
  27. 27. CASE STUDIES
  28. 28. CASUAL MALE RETAIL GROUPOverview•Casual Male Corporation facing bankruptcy in 2002•Sold most of their assets to Designs, Inc.•Designs, Inc. became Casual Male Retail GroupObjectives•To introduce the new company and build a strong brand that would position the retailer as the provider of clothing for the increasingnumber of big and tall men.•To re-introduce itself to Wall Street, showcase Casual Male as a star in an otherwise dim retail sector and claim ownership of theemerging big and tall spaceTactics•Develop core messages for media interviews•Arrange a series of meetings for senior Casual Male executives with key retail industry reporters to forge relationships and lay thefoundation for future coverage•Use George Foreman and his new clothing line to create feature stories for print and broadcast coverage•Actively promote significant corporate announcements to generate a steady stream of positive news•Generate regional and national media coverageResults•Casual Male brand won recognition as the leader in its space•Stock prices soared 65% over the next four months•Same-store sales increased 7% in the first half of the fiscal year•A profile story in the Miami Herald fuelled a one-day 60% sales boost•Today, Casual Male is twenty times larger than its closest competitor
  29. 29. U.S. DEPARTMENT OF TREASURYOverview•The government issues 150 million paper checks to 20% of those who receive Social Security at a cost of $120 million in printing andpostage•Most of those who still receive checks comprise a diverse, diffuse audience of hard-to-reach or difficult-to-persuade individuals•Campaign goal was to execute an integrated direct deposit campaign: Go Direct, to dramatically reduce the number of checks issuedResearch•Major study was commissioned of check recipients’ attitudes toward direct deposit.•Study showed that awareness of direct deposit option was already high and raising awareness alone would not change behaviour•The research fed the Go Direct integrated approach to reached recipients where they live, work and socialize•Second phase of research conducted to test key messages•Research included quantitative phone surveys and qualitative focus groups in english and spanishTactics•Grassroots outreach•Turnkey materials•Media relations•Advertising•Toll-free numbers•Direct mail•WebsitesResults•600,000 converted to direct deposit through Go Direct call center (does not include converts through financial institutions)•Print and broadcast media placements secured in high-profile media outlets to an audience of 250 million•A 450-partnership network including 30 of the largest financial institutions, hundreds of smaller banks and credit unions, nationalorganizations for seniors and the IRS•18 million hits on the Go Direct website•1.8 million brochures distributed, 28,000 posters, 44,000 table tents and 42,000 Go Direct buttons
  30. 30. SUMMARY• Stop selling• Start listening• Start talking• Consider all audiences• Consider all communication tools• Lose control• Give the people what THEY want
  31. 31. QUESTIONS & ANSWERS PR experience, issues, etc.?
  32. 32. CONTACT ME• Email: sandra@gabrielpr.ca• Tel: 416-907-2560• Twitter: @cafegabriel
  33. 33. THANK YOU!

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