MANAGING COMMUNICATIONS ACROSS THE ENTERPRISE<br />The <br />GPMBA-Meets-Edelman Experience<br />By Carol Sautter-Williams...
Agenda<br />The Idea<br />EMM <br />PR + GPMBA  Analytics<br />Finding the Sweet Spot<br />The Location<br />Edelman World...
The Idea: Redefining and Realigning Communications<br />Not Solely A Creative Island<br />Plugged Into All Organizational ...
The Idea: PR + GPMBA Analytics<br />Traditional PR<br />MBA Analytics<br />Message<br />Snapshot<br />
The Idea: Sweet Spot for Best Practice Communications<br />Creating a new message that’s internally and externally aligned...
Television, print and Web advertising agency<br />Market research agency<br />Medical education and publication planning<b...
The Location: Atlanta Office Key Players<br />Claudia Patton, GM<br />Marilynn Mobley, <br />SVP Strategic Counsel<br />Je...
The Execution: Pitching to The American Cancer Society <br />ACS Wants to Rebrand Their Organization<br />Step 1: Host a P...
The Execution: Bringing the MBA Perspective to a PR RFP<br />My Task: Creating a War-Room<br />Presentation for the Previe...
The Take-Aways<br />Communications is vital to every enterprise, and can enhance performance by: <br />Treat Communication...
Time for Q & A!<br />
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Managing Communications Across The Enterprise

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  • Managing Communications Across The Enterprise

    1. 1. MANAGING COMMUNICATIONS ACROSS THE ENTERPRISE<br />The <br />GPMBA-Meets-Edelman Experience<br />By Carol Sautter-Williams<br />
    2. 2. Agenda<br />The Idea<br />EMM <br />PR + GPMBA Analytics<br />Finding the Sweet Spot<br />The Location<br />Edelman Worldwide<br />Atlanta Key Players & Internship<br />The Execution<br />ACS Pitch<br />Contributions<br />The Take-Aways<br />
    3. 3. The Idea: Redefining and Realigning Communications<br />Not Solely A Creative Island<br />Plugged Into All Organizational Departments<br />Managed As A Scientific Discipline<br />ROI-Accountable <br />Aligned Execution of Brand Experience<br />
    4. 4. The Idea: PR + GPMBA Analytics<br />Traditional PR<br />MBA Analytics<br />Message<br />Snapshot<br />
    5. 5. The Idea: Sweet Spot for Best Practice Communications<br />Creating a new message that’s internally and externally aligned, takes into account both company and consumer needs<br />Sweet Spot!<br />
    6. 6. Television, print and Web advertising agency<br />Market research agency<br />Medical education and publication planning<br />In-house interactive agency<br />Entertainment practice<br />Management consultancy<br />The Location: Edelman<br />Largest Independent PR Agency in the World, Domestic & Global Expertise<br />Was the first firm to apply public relations to building consumer brands. <br />Invented the media tour; created litigation and environmental PR.<br />Was the first agency to use a toll-free consumer hotline, and the first to employ the Web in crisis management. <br />Today’s mission: to make public relations the lead discipline in the communications mix, because only public relations has the immediacy and transparency to build credibility and trust. <br />
    7. 7. The Location: Atlanta Office Key Players<br />Claudia Patton, GM<br />Marilynn Mobley, <br />SVP Strategic Counsel<br />Jerry Tolk, <br />SVP Health<br />
    8. 8. The Execution: Pitching to The American Cancer Society <br />ACS Wants to Rebrand Their Organization<br />Step 1: Host a Presentation Preview Meeting at Edelman<br />Step 2: Create and Present an ACS Rebranding Strategy<br />
    9. 9. The Execution: Bringing the MBA Perspective to a PR RFP<br />My Task: Creating a War-Room<br />Presentation for the Preview Meeting<br />Taking a Closer Look at the Organization<br />Who’s Their Competition?<br />Where Do They Stand In The Industry?<br />Concentrating the Focus of a Rebranding Campaign<br />
    10. 10. The Take-Aways<br />Communications is vital to every enterprise, and can enhance performance by: <br />Treat Communications as a discipline of science – not as an island of creativity.<br />Keep your Communication messages consistent internally, as well as externally. <br />Plug Communication teams into every division of the organization.<br />Attach ROI-accountability to all Communication investments (not expenses). <br />The market opportunity will be in building a full-service Communications Strategy.<br />Combining business analysis + market perceptions to steer business development. <br />Using a strategic view of communications to manage and maximize competitive advantages.<br />A full-service Communications Strategy offers long-term client value and changes the agency-client dynamic to a consultative, business development relationship. <br />That’s an easier relationship to maintain and justify over the long-term. <br />By focusing solely on the client needs/positions, the solutions are always fresh. <br />New communications strategy creates bi-directional dialogue in lieu of a sales pitch. <br />These solutions meet the company’s emotional needs: to feel unified, understood and greater than the sum of its parts. <br />
    11. 11. Time for Q & A!<br />

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