HOPE IS NOT A STRATEGY Are you ready for the conversation? by Shelby BarnesAugust 23, 2011
Overview✤ Shelby’s background/Observations so far✤ PR basics✤ The elements of story✤ PR and the marketing mix✤ What role should digital media and social media engagement play?✤ Do your clients need a PR/SM plan?✤ Case study examples: Modernist Cuisine and Intellectual Ventures.
Observations about Namibians✤ Y’all love your cellphones ✤ Opportunity for revolutions - business, education, social✤ Mobile technology is changing issues the way you live, work and share information✤ It brings voices to issues that have previously gone unheard✤ More smart phones, more bandwidth, more access will bring more change, more demand for content
Now the other side..✤ Why so pessimistic?✤ Your public is engaging online but business is resistant/conservative -- Clients, government, public all scapegoated✤ There’s more to mobile than SMS✤ Your public will force your hand and dictate how much businesses engage✤ Are you ready to respond? Do you want to be left behind?✤ Can your brand afford to be left out of the revolution? Out of the conversation?
Discussion✤ What did I get right?✤ What did I get wrong?✤ What predictions do you have about the convergence between public/private usage?✤ Is ecommerce really an impossibility in Namibia?✤ Why is there so much pessimism in the culture when it comes to technology habits and will that/should that change?
What is public relations (PR)?✤ You go ﬁrst: What are your 20-word deﬁnitions?
The “What”(per Shelby)✤ Develop and sustain (strategic) relationships between a client and its public with the goal of inﬂuencing opinions and getting desired results* *I know. Not very sexy.
Break it down: The why & the how✤ Ask: What’s the business problem you’re trying to solve?✤ How does inﬂuencing the audience help us address the issue?✤ Who do we need to reach and by what means and to what end?✤ What risks would engaging in the public discussion pose?✤ How do we get their attention?✤ What’s the story we’re trying to tell about our business/issue?
What makes a good story? Message Credible Proof Example, Anecdote, Story
Architecting the story✤ What is the story you’re trying to ✤ What credibility do you need (what tell? What’s the core? bias do you face)?✤ What does the headline say? ✤ Who are your third-party advocates? Who validates your point of view?✤ What are the primary messages? ✤ “Why should I care?”✤ Who is going to be the spokesperson? ✤ What will the competitive response be?✤ What credibility do you have to tell this story on your own? ✤ Where holes need to be ﬁlled?
Identify the target audience(s)?✤ Go back to the business goals ✤ Who inﬂuences them (people and information channels)?✤ Who are you trying to inﬂuence and to what end? ✤ How are you going to reach them?✤ What would get them to listen to your story? ✤ How are you going to MOVE them?✤ What data, messages, anecdotes would engage them in your ✤ What action are you seeking? conversation? ✤ Are they likely to be persuaded?
How do they get theirinformation?✤ Word of mouth ✤ Industry analysts/reports✤ Community leaders/events ✤ Facebook, YouTube, LinkedIn, etc.✤ Newspaper, radio, tv, magazines ✤ Your company website or intranet✤ Advertisements ✤ Blogs, Twitter✤ Industry events ✤ OTHER WAYS?✤ Newsletters
Construct the PR plan✤ Similar to creative brief process✤ Elements include situation analysis, objectives, messages, strategy, tactics, messages, inﬂuential targets and measurements ✤ How will the plan address the business issues? ✤ What tools are most important?✤ Integration with other marketing plans important✤ Remember: Heart of most PR plans is capturing the story and starting, continuing or redirecting the conversation
Identify the vehicles to carry thestory✤ Press release (boring but can be ✤ Event effective) ✤ Controversial blog post✤ Case study ✤ Plant it with a vocal crowd✤ Digital or “old school” ✤ Advertisement✤ Major media or local media ✤ Documentary✤ Podcast ✤ What else?✤ Webcast
Where does PR fit into themarketing mix? The race is on!
My view✤ PR should be involved when there is: ✤ Change in business direction or behavior ✤ Activity that involves the public or could lead to public discussion ✤ News ✤ Reputation or brand risk ✤ Opportunity to inﬂuence public opinion✤ Integrated teams and campaigns are most powerful
Discussion✤ Where do you get your news and information?✤ Who inﬂuences your opinions?✤ Talk about online behaviors and information gathering.✤ How has that changed over the past few years?✤ Do you imagine PR as part of your activities?✤ Predictions?
How do your clients engage in theconversation about their brand?
New York Times Shanghai Evening News The Straits Times Washington Post CNN The Standard WSJ BBC Bloggers Social Networking Twitter User Groups Wikis Consumer-Generated ContentSlide from Waggener Edstrom Analysis of 2008 Presidential campaign,http://waggeneredstrom.com/about/ip/narrative-network 9
New ways of sharing stories,starting conversations
Bottom line: There is no suchthing as a secret anymore
Social media considerations✤ Do your research ✤ Be prepared to take risks and make mistakes✤ What’s your intended goal? ✤ Be prepared to apologize✤ Be prepared ✤ Don’t expect your clients to✤ Be diligent “get it” -- Show and tell✤ Be human, but... ✤ It’s about the conversation✤ Check your emotions at the ✤ Stop and ask why door