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science & communicatio

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<ul>science & communication </ul><ul>Liutauras Ulevičius 2010, Vilnius </ul>

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why should you listen? <ul><li>PR practice form2002

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science & communicatio

  1. 1. <ul>science & communication </ul><ul>Liutauras Ulevičius 2010, Vilnius </ul>
  2. 3. why should you listen? <ul><li>PR practice form2002
  3. 4. clients ranging from Microsoft to MTV and the President of the Republic of Lithuania
  4. 5. competence areas – media relations, online communication, strategic communication
  5. 6. science? </li><ul><li>first Lithuanian-written book on PR (2006)
  6. 7. PhD candidate (from 2003 – still in the process... :) </li></ul></ul>
  7. 8. 3 (?) hours of boredom (?) <ul><li>1 st case – convert troubles into opportunity
  8. 9. 2 nd case – defend your story, no matter what
  9. 10. PR lab – workgroups (public presentation)
  10. 11. a brake
  11. 12. 3 rd case – theory works, numbers prove it
  12. 13. 4 th case – hydron collider? no, our case </li></ul>
  13. 14. Case I Johnson & Johnson Tylenol crisis
  14. 15. Case I Johnson & Johnson Tylenol crisis
  15. 16. facts <ul><li>year 1982
  16. 17. US, TOP over-the-counter product
  17. 18. = 19% profits of Johnson & Johsnon Q1-Q3 in 1982
  18. 19. 37% US market share </li></ul>http://bbcorporateprclass.blogspot.com/2009/11/corporate-crisis.html
  19. 20. fire! <ul><li>Robert Andrews (Johnson & Johnson) </li><ul><li>We got a call from a Chicago news reporter. He told us that the medical examiner there had just given a press conference - people were dying from poisoned Tylenol . He wanted our comment. As it was the first knowledge we had here in this department, we told him we knew nothing about it. In that first call we learned more from the reporter than he did from us. </li></ul></ul>
  20. 21. response? <ul><li>yes, we did :)
  21. 22. an accident – we will take measures
  22. 23. unfair competition
  23. 24. It's not us – something else to blame (nothing related to Tylenol)
  24. 25. they lie
  25. 26. ... </li></ul>
  26. 27. <ul><li>chairman James Burke </li></ul><ul><li>forming a seven-member strategy team
  27. 28. the team's strategy guidance </li><ul><li>How do we protect the people?
  28. 29. How do we save this product? </li></ul><li>immediately alerted consumers across the nationnot to consume any type of Tylenol
  29. 30. stopping the production and advertising of Tylenol, withdrawing all Tylenol capsules from the store shelves </li></ul>
  30. 31. minimizing the bad <ul><li>a post crisis study by Johnson & Johnson: </li><ul><li>over 90 percent of the American population had heard of the Chicago deaths due to cyanide-laced Tylenol within the first week of the crisis
  31. 32. two news clipping services found over 125,000 news clippings on the Tylenol story
  32. 33. one of the services claimed that this story had been given the widest US news coverage since the assassination of President John F. Kennedy </li></ul></ul>
  33. 34. response? <ul><li>yes, we did :)
  34. 35. an accident – we will take measures
  35. 36. unfair competition
  36. 37. It's not us – something else to blame (nothing related to Tylenol)
  37. 38. they lie
  38. 39. ... </li></ul>
  39. 40. sympathy strategy <ul><li>we are sorry </li><ul><li>we take it serious </li></ul><li>we take care of the harm now and potentially in the future </li><ul><li>we act in order to remove danger </li></ul><li>we investigate and change </li><ul><li>new product packaging and other measures </li></ul></ul>
  40. 41. results <ul><li>While at the time of the scare the market share of Tylenol collapsed from 37% to 8%,
  41. 42. it rebounded in less than a year,
  42. 43. a move credited to J&J's prompt and aggressive reaction. </li></ul>
  43. 44. Case II Prosecutor General vs. Michael Jackson protecting competetive advantages
  44. 46. facts <ul><li>Michael Jackson sleeps with children
  45. 47. allegations, that sleeping is not the only action during that time
  46. 48. jury verdict – Michael Jackson not guilty on all counts </li></ul>
  47. 49. arguments <ul><li>it's jury's verdict
  48. 50. work experience
  49. 51. we do our work, we believe in facts
  50. 52. we will follow our path
  51. 53. ... </li></ul>
  52. 54. competitive advantages <ul><li>protecting citizens (public interest)
  53. 55. proven experience
  54. 56. divided public opinion (circumstances) – strong support
  55. 57. ... </li></ul>
  56. 58. Task I public speech different notion / different audience
  57. 59. prepare... <ul><li>to present your research topic
  58. 60. up to 3 min
  59. 61. for: </li><ul><li>students' party (clubhouse)
  60. 62. national press conference
  61. 63. investors' forum
  62. 64. family gathering
  63. 65. ... (you can add your situaion, but get approval) </li></ul></ul>
  64. 66. Case III from ideas to planning and implementation idea – audience – news – tools
  65. 67. <ul>1963, MLK, I Have a Dream </ul>
  66. 68. <ul><li>I have a dream that one day this nation will rise up and live out the true meaning of its creed: “We hold these truths to be self-evident: that all men are created equal.” I have a dream that one day on the red hills of Georgia the sons of former slaves and the sons of former slaveowners will be able to sit down together at a table of brotherhood. I have a dream that one day even the state of Mississippi, a desert state, sweltering with the heat of injustice and oppression, will be transformed into an oasis of freedom and justice. I have a dream that my four children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character. I have a dream today. </li></ul>
  67. 69. <ul>from „i feel“ to „i know“ </ul><ul><li>(what – idea) strategic targets
  68. 70. (whom – recepient) target audiences
  69. 71. (what2 – content) news
  70. 72. (how – via) media channels </li></ul>
  71. 73. <ul>ideas (strategic targets) </ul><ul><li>vision/mission
  72. 74. terminated in time: </li></ul><ul><ul><li>term (long-term, 3-7 years, short-term) </li></ul></ul><ul><li>simple (easy to understand, argue)
  73. 75. quantified (criteria)
  74. 76. ... </li></ul>
  75. 77. <ul>recepient (target audiences) </ul><ul><li>criteria: </li></ul><ul><ul><li>demography </li><ul><li>sex, age, ... </li></ul><li>social </li><ul><li>income, education, ... </li></ul><li>habbits </li><ul><li>media usage </li></ul><li>lifestyle
  76. 78. motivation
  77. 79. ... </li></ul></ul>
  78. 80. <ul>who is listening? </ul><ul><li>barriers: </li></ul><ul><ul><li>attention (7 sec ~ 45 min)
  79. 81. memory – max 2-3 statements
  80. 82. vocabulary (education, profession, ...)
  81. 83. accents (view, sounds, content, ...) </li></ul></ul><ul><li>distractions: </li></ul><ul><ul><li>all senses – uncomfortable chairs, surrounding music, food smelling, too low/high light, etc. </li></ul></ul>
  82. 84. <ul>ideas vs. target audiences </ul><ul>quality </ul><ul>speed </ul><ul>price </ul><ul>... </ul><ul>students </ul><ul>6 </ul><ul>8 </ul><ul>10 </ul><ul>lecturers </ul><ul>9 </ul><ul>5 </ul><ul>8 </ul><ul>... </ul>
  83. 85. <ul>media channels </ul><ul>64+ 55-64 45-54 35-44 25-34 16-24 </ul>
  84. 86. <ul>media channels vs. priorities </ul><ul>quality </ul><ul>speed </ul><ul>price </ul><ul>... </ul><ul>Facebook </ul><ul>7 </ul><ul>10 </ul><ul>9 </ul><ul>Internatio-nal seminar </ul><ul>10 </ul><ul>1 </ul><ul>8 </ul><ul>... </ul>
  85. 87. <ul>media channels vs. target audiences </ul><ul>students </ul><ul>lecturers </ul><ul>family members </ul><ul>... </ul><ul>Facebook </ul><ul>10 </ul><ul>3 </ul><ul>7 </ul><ul>Internatio-nal seminar </ul><ul>4 </ul><ul>6 </ul><ul>1 </ul><ul>... </ul>
  86. 88. <ul>content (planning) </ul><ul><li>calendar: </li></ul><ul><ul><li>academia schedule, political event, festivals, ... </li></ul></ul><ul><li>fighting „silent priorities“
  87. 89. seasonal activity
  88. 90. updates: </li></ul><ul><ul><li>periodic
  89. 91. ad hoc </li></ul></ul><ul><li>feedback </li></ul>
  90. 92. <ul>from „i feel“ to „i know“ </ul><ul><li>(what – idea) strategic targets
  91. 93. (whom – recepient) target audiences
  92. 94. (what2 – content) news
  93. 95. (how – via) media channels </li></ul>
  94. 96. <ul>private vs. public </ul>
  95. 97. Case IV Our case Lithuanian product X

Editor's Notes

  • Foto - http://www.flickr.com/photos/whatmegsaid/3223533904/
  • http://www.flickr.com/photos/alexragone/3819729870/

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