PR - Adding Real Value?


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A keynote presentation by Burson-Marsteller Regional MD Chrissy Jones to the annual FROCOMM PR conference in Sydney []. The conference focussed on media – both traditional and digital/on-line – and how we can achieve success in the rapidly evolving digital media environment; and on crisis communications.

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PR - Adding Real Value?

  1. FROCOMM 2010 PR today: Adding Real Value? Christine Jones, 10 August 2010
  2. 2
  3. PR today 3  Understanding and connecting with stakeholders  Delivering great content  Preparing for issues and crises  Aligning the organisation
  4. PR ROI is still not clear 4 About one-half (49%) of CEOs are only "fairly satisfied“ with their ROI from PR, suggesting that PR professionals are not successfully conveying the impact of their programs CEO Satisfaction with PR ROI Satisfied, 35% Not Satisfied, 18% Source: Burson-Marsteller/PRWeek 2008 CEO Survey
  5. Effective stakeholder mapping  Map stakeholders’ knowledge and influence against a single issue  Map multiple issues and stakeholders  Use insights to develop engagement plan  Connect with them via multiple channels
  6. Mapping stakeholders and issues 6 HIGH ENGAGE local journos LOCAL RESISTANCE local council C-suite IMAGE OF MICKEY C-suite Berlusconi local journos SUPPORT OF LOCAL COUNCILS nat journos nat journos IMAGE OF BERLUSCONI nat journos nat journos Bloggers ENVIRONMENT Berlusconi Bloggers C-suite Consumer groupsC-suite Bloggers local journos Berlusconi Consumer groups Bloggers journos Consumer groups local local council RELEVANCE nat journos Consumer groups local council Berlusconi MONITOR LOW FOE NEUT FRIE PROSPECT FOR INFLUENCING
  7. Build relationships 7
  8. Be human 8
  9. Develop great content  Clarity  Consistency  Reality  Visibility
  10. Through mainstream media 10
  11. Through blogs 11
  12. Through peer-to-peer dialogue 12
  13. Everything that famously goes wrong is now called a ‘PR disaster’… 13  BP oil spill  Toyota recall  Tiger Woods’ love-life
  14. Transparency 14
  15. Accountability 15
  16. Professionalism of NGOs & activists 16
  17. Speed 17
  18. PR-otecting reputation  Expect the unexpected  Prepare and rehearse disaster  Corporate rhetoric must meet reality  Move fast – first mover advantage  Be responsive and look to listen  Be real  Be consistent  Admit mistakes and accept responsibility  Don’t get into fights where critics tend to win  Have a strong recovery plan
  19. Aligning an organisation  Engage top management - visibly  Map, build and use internal networks  Allow time for feedback and act on it  Go digital  Celebrate success
  20. Evidence-based monitoring 20  Show accountability at every step  Measure at the beginning, middle and end  Use results to critically review plans  Have a contingency plan – and act on it if you need  Link results to business goals and business outcomes
  21. Evidence-based message gap analysis 21 Cola Soft Drink
  22. Real-time media analysis 22 My News Analysis Share of Voice
  23. Online dashboards 23
  24. 4 critical PR value-adds 24  Understanding and connecting with stakeholders  Delivering great content  Preparing for issues and crises  Aligning the organisation
  25. ChrissyJones Regional Managing Director Burson-Marsteller Asia-Pacific