Slide deck from a 12.7.11 Vocus webinar given by Deirdre Breakenridge (@dbreakenridge), CEO of Pure Performance Communications

1. The Eight Techniques
of the New PR Champion
Presented By: Deirdre Breakenridge

2. Public Relations
Expanded!

3. Our World is Constantly Changing …
Public relations is changing too. It’s not dead!

4. Our World is Constantly Changing …
PR needed a new model; a better approach to
communications in the social media landscape.

5. Our World is Constantly Changing …
NOISE

6. Our World is Constantly Changing …

7. When Traditional Meets Social Media …

8. A Customized Story

9. A Global View of Social Media …

10. A Global View of Social Media …

11. New Networks to Conquer with Purpose …

12. A Vast Social Media Universe …

13. Charting a Social Map …
Your Brand

14. Calling all of the Socially Career Minded…
Source: LinkedIn data and a
report by Jeremiah Owyang of
Altimeter Group

15. How does Social Look on the Inside?

16. PR IR
Corporate HR
Finance
Who Owns
Social Media? Sales
Customer Product
Putting the Public Back in Public Relations
Service Web Development
Solis • Breakenridge

17. PR + PR 2.0 Creates the Hybrid / PR Champion

18. How the PR Champion Interacts Internally …

19. Moving Toward the PR 2.0 Champion/Hybrid
Facilitator/Handler Influencer/Champion
Media Relations Social Media

20. Climbing the Technographics Ladder …
• Creators: make social content go.
• Conversationalists: update status
on networks
• Critics: respond to content from
others.
• Collectors: organize content for
themselves
or others
• Joiners: connect in social networks
• Spectators: read blogs, watch videos
and listento podcasts
• Inactives: Don’t participate

21. Roles and Responsibilities of the PR Champion
• Strategic communicator
• Social media professionals
• Market analysts
• Web marketer
• Customer service rep
• Relationship marketer
• Viral marketer
• Listener/Conversationalist
• Research librarian

22. Roles and Responsibilities of the PR Champion

23. PR Expanded:
Eight New Practices …

24. PR Expanded: Eight New Practices …
? ? ?
? PR Hybrid
Professional ?
? ? ?

25. PR Expanded: Eight New Practices …
#1 The #2 Internal #3 Pre-Crisis
Policymaker Collaboration Doctor
Generator
#8 PR Hybrid #4
Technology Professional Reputation
Tester Task Force
Member
#7 Comms #6 #5 Master of
(Process) Relationship the Metrics
Organizer Analyzer

26. PR Expanded: Eight New Practices …
#1
The Core Team
Policymaker ?
Measurement PR Hybrid The
of Policy Professional Audit
Behavior
Comms Plan Policy Policy
for Process Objectives
Employees

27. PR Expanded: Eight New Practices …
#2 Internal The Plan for
Collaboration Internal
? Generator Sharing
Phase III PR Hybrid Answering
Sharing Professional the Sharing
Questions
Phase II Phase I Research
Sharing Sharing Platforms

28. PR Expanded: Eight New Practices …
Tech Test #3 Pre-Crisis
Tools for Doctor
Crisis ?
New Crisis PR Hybrid Org. Chart of
Measure- Professional Key Social
ment Contacts
Key Media/ Integration of Detailed
Key Bloggers Department Comment
Plans Response
Chart

29. PR Expanded: Eight New Practices …
The Social Head
Brand Police Conversation
? Tracker
Ethics PR Hybrid #4
Enforcer Professional Reputation
Task Force
Social Media Relentless I/E
Voice Auditor Reputation
Advocate Liaison

30. PR Expanded: Eight New Practices …
Community Reputation
Building Management
?
PR and PR Hybrid Customer
Marketing Professional Service
Research Satisfaction
Driving Sales of #5 Master of
traffic and products and Metrics
registrations services

31. PR Expanded: Eight New Practices …
Social Identifying
Network Influence
Analysis ?
Software
Tools to PR Hybrid Charting a
Identify Professional Social Map
Relationship
Breaking #6 Growth of
Down the Relationship the
Landscape Analyzer Relationship

32. PR Expanded: Eight New Practices …
Brand Focus on a
Journalism – New Media
Owned ? Model
Media
Curating PR Hybrid Social Media
Brand Professional Universal
Content Sharing
#7 Comms Social Media Social Media
Process Account Purpose Brief
Organizer Management

33. PR Expanded: Eight New Practices …
Research Blogger
Internal Influence
Sharing ?
#8 PR Hybrid Monitoring/
Technology Professional tracking
Tester
Video Editing Blogging PR Campaign
and SEO Platforms Management
Software

34. New Practices Guide the Organization…

35. We Must Show Value …

36. We Must Show Value …
GENERAL MOTORS:
•Launched “FastLane”
•One of the first blogs personally written by
senior executives
•Customer feedback given through a blog
saved the company $180,000/year versus
traditional focus group research
•GM experienced enormous good will with
customers speaking directly to executives

37. We Must Show Value …
ADIDAS:
•Used social networks to
do guerrilla marketing
• Used mobile (e.g. Facebook, Twitter,
SMS) in and around NBA All-Star Game
• Increased retail sales 20x the goal in Las
Vegas (where All-Star Game occurred)

38. We Must Show Value …
MARS/PEDIGREE:
•Integrated “Pedigree Adoption Drive”
•Pedigree created “Become a fan, help a
dog” Facebook group.
•Campaign started with 55,000 fans
•At the end, there were 1,000,000+.
•Involvement included 6,000 photos, 50
videos, 1,000’s of comments and, most
important, made donation for 1,100,000
bowls of dog food

39. We Must Show Value …

40. THE MAKING OF THE PR CHAMPION
ARE YOU READY?

41. THE MAKING OF THE PR CHAMPION
The PR Policymaker

42. THE MAKING OF THE PR CHAMPION
The Social Media Core Team

43. THE MAKING OF THE PR CHAMPION
The Audit

44. THE MAKING OF THE PR CHAMPION
The Audit
What do you review in the Audit?
• Community size benchmark
• Brand guidelines
• Strategic purpose
• Levels of engagement (1 to 10)
• Type of content
• Frequency of posting
• Type of measurement

45. THE MAKING OF THE PR CHAMPION
The Policy Matrix

46. THE MAKING OF THE PR CHAMPION
The Policy Matrix
What questions allow you to build the
Policy Matrix?
• Social media education
• Brand guidelines
• Personal vs. work statement
• Types of acceptable content and use
• Potential legal issues
• Potential IT issues
• Account management and process

47. THE MAKING OF THE PR CHAMPION
Internal Collaborator

48. THE MAKING OF THE PR CHAMPION
Email vs. Real Time Collaboration

49. THE MAKING OF THE PR CHAMPION
Email vs. Real Time Collaboration

50. THE MAKING OF THE PR CHAMPION
Email vs. Real Time Collaboration

51. THE MAKING OF THE PR CHAMPION
Pre-Crisis Doctor

52. THE MAKING OF THE PR CHAMPION

53. The Comment Response Chart

54. THE MAKING OF THE PR CHAMPION

55. THE MAKING OF THE PR CHAMPION
Reputation Task Force

56. THE MAKING OF THE PR CHAMPION

57. THE MAKING OF THE PR CHAMPION
The Reputation Task Force Member:
• Compares sentiment on different platforms
• Reviews emotion and tone of content
• Analyzes the sentiment of competitors
• Watching closely influencer sentiment
• Tracks sentiment and ties it to public
confidence

58. THE MAKING OF THE PR CHAMPION
Ethics Brand Social
Police Voice
Relentless Auditor + Hybrid Pro = Member of Task Force

59. THE MAKING OF THE PR CHAMPION
Master of Metrics

60. THE MAKING OF THE PR CHAMPION

61. THE MAKING OF THE PR CHAMPION
Inform
Inspire
Engage

62. THE MAKING OF THE PR CHAMPION
Measure Over Time…

63. THE MAKING OF THE PR CHAMPION
Relationship Analyzer

64. THE MAKING OF THE PR CHAMPION

65. THE MAKING OF THE PR CHAMPION

66. THE MAKING OF THE PR CHAMPION

67. THE MAKING OF THE PR CHAMPION
COMMS Organizer

68. THE MAKING OF THE PR CHAMPION

69. THE MAKING OF THE PR CHAMPION

70. THE MAKING OF THE PR CHAMPION
Traditional PR: PR 2.0 (Social):
• News Releases • Social Media Releases
• Newsletters • VNR 2.0
• Case Studies • Podcasts/Video Podcasts
• Special Events Digital PR • Blogs/Vlogs
• Speeches • Word Clouds
• Media Kits • Widgets
• Speakers Bureaus • Polls
• PSAs • Wikis
• VNR

71. THE MAKING OF THE PR CHAMPION
Traditional News Release Social Media Release

72. THE MAKING OF THE PR CHAMPION

73. THE MAKING OF THE PR CHAMPION
Sharing by Department

74. THE MAKING OF THE PR CHAMPION
Universal Sharing

75. THE MAKING OF THE PR CHAMPION

76. THE MAKING OF THE PR CHAMPION
PR Technology Tester

77. THE MAKING OF THE PR CHAMPION
The IT Department

78. THE MAKING OF THE PR CHAMPION

79. THE MAKING OF THE PR CHAMPION

80. THE MAKING OF THE PR CHAMPION
“What Stands Between You and
Embracing the PR Champion?

81. THE MAKING OF THE PR CHAMPION
NO ONE…ONLY YOU!

82. Thank You … Any Questions?
Please feel free to contact me.
Deirdre Breakenridge:
Email: deirdre@pureperformancecomm.com
LinkedIn: http://linkedin.com/in/deirdrebreakenridge
Facebook: http://profile.to/deirdrebreakenridge
Twitter: www.twitter.com/dbreakenridge
Google+: http://gplus.to/dbreakenridge

83. About Vocus
Vocus is a leading provider of cloud-based marketing and PR software that
helps organizations of all sizes reach and influence buyers across social
networks, online and through the media. Vocus provides a software suite for
social media marketing, content distribution and public relations to help
customers generate awareness and increase sales in today’s customer-led
buying process. Vocus is used by more than 30,000 organizations worldwide
in seven languages. (NASDAQ: VOCS).
Learn more at www.vocus.com.
@vocus
About PRWeb
PRWeb is the leader in online news distribution and online publicity. PRWeb
"democratized" news distribution, transforming the "press release" from an
expensive tool used by large corporations to an inexpensive yet highly
effective way for organizations of all sizes to distribute their news on the
Internet, increase their visibility online and attract customers. PRWeb is a
service of Vocus. (NASDAQ: VOCS).
Learn more at www.prweb.com.
@prweb