1. “THE TRUTH IS
THAT WE’RE PLAYING
DEFENCE. WE’RE NOT
GENERATING REVENUE
FOR THE BUSINESS…
THEY WANT US TO MAKE
PROBLEMS GO AWAY”
DEFENCE
PLAYING
@isentia / #pria2014

2. VALUE IS
SUBJECTIVE
Playing Defence / @isentia / #pria2014

3. AMEC RESEARCH
INDICATES SERIOUS
DIVISION AMONGST
THE C SUITE
RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN
FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS
Playing Defence / @isentia / #pria2014

4. AMEC RESEARCH
INDICATES SERIOUS
DIVISION AMONGST
THE C SUITE
PR CAN AND SHOULD BE
MEASURED QUANTITATIVELY
WE’RE DISADVANTAGED
WITHOUT STRONG METRICS
RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN
FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS
Playing Defence / @isentia / #pria2014

5. AMEC RESEARCH
INDICATES SERIOUS
DIVISION AMONGST
THE C SUITE
OTHERS SEE IT AS AN
ART FORM RATHER THAN
SCIENCE
BELIEVE IT SHOULD BE
MANAGED BY INTUITION
AND FEEL
PR CAN AND SHOULD BE
MEASURED QUANTITATIVELY
WE’RE DISADVANTAGED
WITHOUT STRONG METRICS
RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN
FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS
Playing Defence / @isentia / #pria2014

6. AMEC RESEARCH
INDICATES SERIOUS
DIVISION AMONGST
THE C SUITE
SEE QUANTITATIVE
MEASURES AS AN
INEFFECTIVE USE OF
TIME AND MONEY
OTHERS SEE IT AS AN
ART FORM RATHER THAN
SCIENCE
BELIEVE IT SHOULD BE
MANAGED BY INTUITION
AND FEEL
PR CAN AND SHOULD BE
MEASURED QUANTITATIVELY
WE’RE DISADVANTAGED
WITHOUT STRONG METRICS
RESEARCH BY CHRIS FOSTER, VICE PRESIDENT WITH BOOZ ALLEN
FOR AMEC. 500+ QUANT INTERVIEWS, 39 QUAL INTERVIEWS
Playing Defence / @isentia / #pria2014

7. ASK WHAT
SUCCESS
LOOKS LIKE
Playing Defence / @isentia / #pria2014

8. ASK WHAT
SUCCESS
LOOKS LIKE
WHAT IS THE
FINAL HEADLINE
OF THE
PROJECT?
Playing Defence / @isentia / #pria2014

9. ASK WHAT
SUCCESS
LOOKS LIKE
WHAT IS THE
FINAL HEADLINE
OF THE
PROJECT?
WHAT ARE
THE KPIs
THAT RESONATE?
Playing Defence / @isentia / #pria2014

10. ASK WHAT
SUCCESS
LOOKS LIKE
WHAT IS THE
FINAL HEADLINE
OF THE
PROJECT?
WHAT ARE
THE KPIs
THAT RESONATE?
WHAT DO
C LEVEL
EXECUTIVES
VALUE THE
MOST?
Playing Defence / @isentia / #pria2014

11. CASE STUDY:
ASSUMPTIONS
JUST DON’T
PLAY OUT
Playing Defence / @isentia / #pria2014

12. WHILE THERE’S NO SILVER
BULLET, LINKING
COMMUNICATIONS TO
BUSINESS GOALS AND
REPORTING ON OUTCOMES
MEANS YOU’RE ALREADY
SPEAKING IN THE
LANGUAGE OF THE C-SUITE
Playing Defence / @isentia / #pria2014

13. WHILE THERE’S NO SILVER
BULLET, LINKING
COMMUNICATIONS TO
BUSINESS GOALS AND
REPORTING ON OUTCOMES
MEANS YOU’RE ALREADY
SPEAKING IN THE
LANGUAGE OF THE C-SUITE
EVERY PART OF YOUR
STRATEGY SHOULD
LINK TO THE GOALS OF
THE BUSINESS.
Playing Defence / @isentia / #pria2014

14. WHILE THERE’S NO SILVER
BULLET, LINKING
COMMUNICATIONS TO
BUSINESS GOALS AND
REPORTING ON OUTCOMES
MEANS YOU’RE ALREADY
SPEAKING IN THE
LANGUAGE OF THE C-SUITE
IF IT DOESN’T
HELP PROMOTE
BUSINESS GOALS,
HAVE THE CONFIDENCE
TO SCRAP IT (THIS
WINS SERIOUS POINTS
WITH THE C SUITE)
EVERY PART OF YOUR
STRATEGY SHOULD
LINK TO THE GOALS OF
THE BUSINESS.
Playing Defence / @isentia / #pria2014

15. WHILE THERE’S NO SILVER
BULLET, LINKING
COMMUNICATIONS TO
BUSINESS GOALS AND
REPORTING ON OUTCOMES
MEANS YOU’RE ALREADY
SPEAKING IN THE
LANGUAGE OF THE C-SUITE
THIS HELPS TO
POSITION PR AS AN
INVESTMENT RATHER
THAN A COST CENTRE
IF IT DOESN’T
HELP PROMOTE
BUSINESS GOALS,
HAVE THE CONFIDENCE
TO SCRAP IT (THIS
WINS SERIOUS POINTS
WITH THE C SUITE)
EVERY PART OF YOUR
STRATEGY SHOULD
LINK TO THE GOALS OF
THE BUSINESS.
Playing Defence / @isentia / #pria2014

16. CASE STUDY
AUSTRALIAN
PARALYMPIC
COMMITTEE:
INTEGRATED
APPROACH
TO EMPOWER
CHANGE
Playing Defence / @isentia / #pria2014

17. CASE STUDY
AUSTRALIAN
PARALYMPIC
COMMITTEE:
INTEGRATED
APPROACH
TO EMPOWER
CHANGE
MEDIA ANALYSIS
EMPOWERED THEM TO
MAKE CHANGES TO THEIR
MEDIA TEAM
FOCUS MORE ON THE POWER
OF ATHLETE TWEETS AND
DIGITAL CONTENT
RATHER THAN
TRADITIONAL PRESS
RELEASES
Playing Defence / @isentia / #pria2014

18. CASE STUDY
AUSTRALIAN
PARALYMPIC
COMMITTEE:
INTEGRATED
APPROACH
TO EMPOWER
CHANGE
MEDIA ANALYSIS
EMPOWERED THEM TO
MAKE CHANGES TO THEIR
MEDIA TEAM
FOCUS MORE ON THE POWER
OF ATHLETE TWEETS AND
DIGITAL CONTENT
RATHER THAN
TRADITIONAL PRESS
RELEASES
MARKET RESEARCH
AND QUALITATIVE
ANALYSIS SHOWED A
SIGNIFICANT IMPROVEMENT
IN PUBLIC PERCEPTION
OF AUSTRALIAN
PARALYMPIC ATHLETES
Playing Defence / @isentia / #pria2014

19. CASE STUDY
AUSTRALIAN
PARALYMPIC
COMMITTEE:
INTEGRATED
APPROACH
TO EMPOWER
CHANGE
MEDIA ANALYSIS
EMPOWERED THEM TO
MAKE CHANGES TO THEIR
MEDIA TEAM
FOCUS MORE ON THE POWER
OF ATHLETE TWEETS AND
DIGITAL CONTENT
RATHER THAN
TRADITIONAL PRESS
RELEASES
MARKET RESEARCH
AND QUALITATIVE
ANALYSIS SHOWED A
SIGNIFICANT IMPROVEMENT
IN PUBLIC PERCEPTION
OF AUSTRALIAN
PARALYMPIC ATHLETES
QUANTITATIVE MEASURES
DEMONSTRATED
VALUE TO SPONSORS AND
POTENTIAL SPONSORS
Playing Defence / @isentia / #pria2014

20. @isentia / #pria2014