Planning, managing PR campaigns, PRecious Communications

Planning and Managing

Successful PR Campaigns

@larsv

We are a boutique agency made up of highly adaptive,

responsive and self empowered people. Each of our team

members have a strong background knowledge in a specific

industry on top of public relations experience. As a team, we

aim to provide our clients the best working experience

through active listening and understanding of needs.

About Us

What we do

Summarise and

present the outcome

Execute required

Propose relevant

Understand a partner’s PR needs

Social media

Press releases

Events

Interviews

Newsletters

Integrated

Marketing

Partners we have worked with

The PRecious Team

A Short Introduction

March 31,

• International communication and social media expert, with over 15

years of industry experience in public relations and corporate affairs for

global and regional heavyweights as well as local brands in B2B and

B2C with a focus on technology.

• As former Executive Director at global agency Hill+Knowlton, I am

heavily experienced in growing, managing, and leading global brands’

reputation across industry sectors in traditional and digital media

environments.

• Worked with global tech brands such as AT&T, Huawei, McAfee, Tata

Communications, VMware and other leading technology brands.

Discussion in small groups

What is the biggest PR related

challenge you face today?

Welcome!

Day 11) Understanding Public Relations

2) Objectives and Stakeholders

3) Generating Your Ideas

4) Getting Your Story Out

5) Managing Your brand through PR

Day 26) Traditional Media

7) Communications Trends

8) Press Conferences

9) PR Measurement

10) Crisis Management

Our Programme

March 31,

Session 1:

Understanding Public Relations

• Why and when companies need public relations

• The scope and role of public relations in an organization

• The art of reputation management

• Branding & PR

What are some brands that

inspire you—and why?

What is branding?

1 in 4

million

What is branding?

1 + 1 = 2.5

What is branding?

20 vs 5

What is branding?

700,000

What is branding?

6,000,000,000

What is branding?

20,000,000,00

What is branding?

What is Reputation?

The beliefs or opinions that are

held about someone or

something by the community or

general public

= perception

[rep-yuh-tey-shuhn]

What is Reputation?

“A brand is owned by

the company, while

reputation is owned

by stakeholders”-Reputation Institute

Reputation & Brand

When it comes to telling a

brand’s story, what do you

think are the main

challenges?

Public Relations

So… what is public

relations?

Public RelationsAdvertising

Brand Reputation

“I HEARD HE IS A

GREAT LOVER.”

[Adopted from “The difference between marketing, pr, advertising & branding”]

Public relations

The long and the short of

public relations:

Building or maintaining an organization’s

relations with its various stakeholders (groups

of people who are important to it)

Public Relations

Remember: Most times, PR works indirectly…

Where does

PR sit in an

organization?

Public Relations

Why PR?

• Two- way communication.

• More cost effective as compared to other forms of communication.

• Perception of an impartial opinion and reviewed in the media.

• Essential tool in business growth.

• Reputation and credibility as important as product and support.

• Messaging helps to position the company/brand/products, conveying its key

attributes and value proposition.

Public Relations

Important!

Your message to your

target audiences

Public Relations

what is a public relations

campaign?

Public Relations

Campaigns are… like projects:

• Contributing to the organization’s overall objectives

• Aimed at achieving specific goals

• Defined budget and time frame

• Coordinated and intentional

Public Relations

Do remember any specific

public relations

campaigns that impressed

Quick Recap: What did you learn from Session 1?

Understanding Public Relations

Why and when companies need public relations

The scope and role of public relations in an organization

The art of reputation management

Branding & PR

Session 2:

Objectives and Stakeholders

• Aligning a public relations strategy with business objectives

• Translating objectives into targeted outcomes

• Identifying your audience

• Applying creativity to messaging

• Establishing credibility through third party endorsement

Aligning PR Strategy and Objectives

Too many communicators

work very hard on tactics…

…that DON’T support corporate goals!

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper

• Make business GOALS your communications goals, then

develop STRATEGIES:

• Conduct a gap analysis to understand your benchmarks and

to decide what are your priorities

• Choose metrics to measure the results

• You can’t manage what you don’t measure

• What impact do your programs have – what are the results?

• Example: Bicycle Manufacturer

Now it’s your

turn for a

campaign:

1) Pick one of

these 3

strategies

– and form

groups

2) Work out a

campaign

What you

should cover:

• Theme

• Audience

• Media

• Tactics

You got 20

minutes

Stakeholder Mapping

Stakeholders

Resellers and providers

Regulators

CEOs and CTOs

GovernmentPotential

customers

Customers

• Webinar

• Media

• Blog

• Speaking engagement

• Media

• Round tables

• LinkedIn

• Media

• Round tables

• Workshops

• Gatherings

• Media

• Round tables

• Blog

• Media

• Webinar

• Conferences

• LinkedIn

• Community (website)

• Content advertising

• SEO

• Social media

• Blog

• LinkedIn

• Twitter

• Facebook

• Media

• Blog

• Webinar

Brand Reputation

“I HEARD HE IS A

GREAT LOVER.”

[Adopted from “The difference between marketing, pr, advertising & branding”]

Now it’s your turn:

• Think about your own

organization

• Who could be impactful

3rd party endorsers

You have 5 minutes, then

we will share.

Endorsements

Stakeholders

Resellers and providers

Regulators

CEOs and CTOs

GovernmentPotential

customers

Customers

• Webinar

• Media

• Blog

• Media

• Round tables

• LinkedIn

• Media

• Round tables

• Workshops

• Gatherings

• Media

• Round tables

• Blog

• Media

• Webinar

• Conferences

• LinkedIn

• Content advertising

• SEO

• Social media

• Blog

• LinkedIn

• Twitter

• Facebook

• Media

• Blog

• Webinar

Growing Evernote inSouth East Asia

In November 2012, PRecious

Communications managed Evernote’s

Smart Notebook launch in Singapore and

Malaysia

Campaigns Objectives

• To launch Evernote brand

• build brand awareness in South East

Asia Market

Action

• Built an integrated outreach programme

focusing on the idea of digital ‘marrying’

analog note taking

• Invite digital influencerrs

Results

• Coverage on CNBC, Computer World,

CIO-Asia, CNet, ThumbsUp © PRecious Communications 2015 55

Case Study:

Cloud Service

Objectives and Stakeholders

Aligning a public relations strategy with business objectives

Translating objectives into targeted outcomes

Identifying your audience

Applying creativity to messaging

Establishing credibility through third party endorsement

Session 3:

Generating Your Ideas

• Thinking out of the box to get noticed

• Generating attention grabbing ideas

• Scale your competition

• Raising the credibility of your story

• Ensuring your story is pertinent to the publication

• Your target audience – Who and Where

A history of PR campaigns

Example: Bacon ‘n’ Eggs

• Survey of more than 5,000

doctors in the early 1920s -

convince Americans that a hearty

protein-rich meal was

recommended first thing in the

morning

• From 1919 until 2011, egg

production has skyrocketed from

1.6 billion to an Egg McMuffin-

worthy 6.5 billion.

Source: PR Web / PR Daily – [Infographic] Top PR Campaigns - History

Content Strategy and Creation

Why should people listen?

• Connects people, gets people engaged and interested

• Brings real personality to what it is you do

• Brings your business alive

Adapted from: Golden Circles by Simon Sinek

Everybody knows what

your organization does

Most organizations know

their USPs, value

proposition

Very little organizations

know their core beliefs—

what drives your

organization?

Content Strategy and Creation

Important!

Your message to your

target audience

Your… products, offers, service, people

Industry… trends,

news, data,

adviceE.g. Technology,

legislation,

competition

• Why should you identify key differentiators?

– Defines your position in the market/industry among

competitors

– Also referred to as Unique Selling Proposition (USP)

• It should be unique, measurable

and defendable

• Answers the question of

“Why should I purchase the

product/service from you versus

other similar alternatives?”

Your Key Differentiators

For whom?

What is YOUR USP?

Knowing Your Audience

• (Potential) customers

• Suppliers

• Advertisers

• Media

• Financial bodies

• Regulatory and government bodies

• Industry groups and other networks

• Age

• Gender

• Occupation or qualification

• Geography

• Socio-economic group

• Family structure

• Lifestyle

• Choice of words

• Use of jargons and technical terms

• Tone

• Focus

• The design and feel of the communication

• The medium used

Knowing Your Audience

• Bios on their social networks.

• Deeper look into the things that they value most highly about themselves.

How Do They Describe Themselves?

• Best time to post.

When Are They Most Socially Active?

• For example, rapper 50 Cent, tweeted about a company he’d invested in. His series of tweets bumped up the value of the company he promoted by 240%.

Whom Do They Listen To?

• Learn about their interests, dig deeper into the kind of content they want by the networks they favour.

What Content Do They Want?

PR Campaign Planning

Steps What it is about Remarks / sources

Business Goal Summary of the challenge(s)

you’re addressing

How does it relate to your

business objectives

Communications

Objectives

What do you want to achieve

and how to measure

What exactly do you want

to do and why

Strategies & Key

Message(s)

Methods you choose to convey

your story

What’s your overall story

Target Audiences The types of people you want to

reach out to

e.g. customers,

regulators

Tactics & Ideas How you want to bring your

message across

Brainstorming, research

Channels (Media) Specific publications / programs

/ channels

By demographics or

geography

Execution Details Timelines, resources

PR Campaign Planning

Steps What it is about Remarks / sources

Business Goal Summary of the challenge(s)

you’re addressing

How does it relate to your

business objectives

Communications

Objectives

What do you want to achieve

and how to measure

What exactly do you want

to do and why

Strategies & Key

Message(s)

Methods you choose to convey

your story

What’s your overall story

Target Audiences The types of people you want to

reach out to

e.g. customers,

regulators

Tactics & Ideas How you want to bring your

message across

Brainstorming, research

Channels (Media) Specific publications / programs

/ channels

By demographics or

geography

Execution Details Timelines, resources

What are typical business

goals?

• Business Goal:

– Sell more Palm Centro phones

• Communications Objectives:

– Introduce lifestyle & non-tech media influencers

– Attract fashion phone upgraders

– Encourage Palm handheld users to change to a smartphone

• Measurement Metrics:

– Outputs:

• Number of articles

• Audience reach– Outtakes:

• How favourable is the device viewed by the media

• Is the coverage on message– Outcomes: Number of phones sold

• Result:

– Close to 80 articles; most positive (rest neutral); nearly all on message

Case Study:

Electronics

Palm Centro Launch

• Business Goal:

– Sell more Palm Centro phones

• Communications Objectives:

– Introduce lifestyle & non-tech media influencers

– Attract fashion phone upgraders

– Encourage Palm handheld users to change to a smartphone

• Measurement Metrics:

– Outputs:

• Number of articles

• Audience reach– Outtakes:

• How favourable is the device viewed by the media

• Is the coverage on message– Outcomes: Number of phones sold

• Result:

– Close to 80 articles; most positive (rest neutral); nearly all on message

Case Study:

Electronics

Palm Centro LaunchKey Message A Key Message B Key Message C

It’s time for a

smart decision

Easy-to-use – not

just ‘another’

computer

Increasing

personal

productivity on

the go

Choosing the Centro is the ultimate smart decision for fashion phone upgraders who want both style & smart phone functionalities

Through it’s intuitive user interface and the combination of touch screen and keyboard, the Centro is the ideal partner for young, energetic and sociable users who want a smart phone to organize their lives and relationships on the go

Messaging, email, built-in capabilities to view & edit documents and access to over 20,000 applications, makes the Centro THE customizable mobile companion for dynamic junior- to mid-level professionals to help them managing their busy work and social live

Tone Analysis

No. ofPositives

No. ofNeutrals

No. ofNegatives

On-Message Analysis

No. On Message

No. Not On Message

Exercise: PR Campaign

Steps Details

Business Goal Leverage the hosting of the Southeast Asia games in

Singapore to drive visitor numbers and top events hosted

Communications

Objectives

Position Singapore as global sports hub and garden city to

attract visitors and interest global events

Strategies & Key

Message(s)

Target Audiences

Tactics & Ideas

Channels (Media)

Execution Details

1) Form 3 teams

2) Develop 2-3 Strategies

You have 15 minutes

Generating your ideasThinking out of the box to get noticed

Generating attention grabbing ideas

Scale your competition

Raising the credibility of your story

Ensuring your story is pertinent to the publication

Your target audience – Who and Where

Session 4:

Getting your story out there —

How to get noticed

• PR and storytelling

• How to tell a story

• Formats of storytelling

• How to pitch your story to the journalists

• Why me why now?

Storytelling

Why do we “storytell” in PR?

• Storytelling works because it stimulates more areas of

the brain than simply listing facts.

• Research tells us that when we listen to a story, our brain

experiences it first-hand.

• Storytelling allows us to connect with our audience and

capture their attention.

Storytelling

How to tell your story

1. The idea behind the story conveyed in a few words.

2. Communicating your story.

3. Graft powerful words together that pique emotion, stimulate

a need, elicit a vision, and produce engagement.

4. Deliver the right content at the right time.

5. Share your content through multiple channels.

6. Be honest with your supporters.

Curiosity

• Content that reveals secrets.

• E.g.: Product leaks.

Motivation

• Content that reminds us that dreams can come true.

Against the odds

• David vs Goliath.

Small is beautiful, big is advantage

• Content that reminds us what we do matters.

Affirmation

• Content that confirms our assumption.

Sensationalism

• Content with unexpected twist.

Feel good story

• Content that tells a great story.

New discovery

• Content that challenges our discovery.

Transformation

• Content that inspires us to action.

How to tell your story - Angles

Press Release

Whitepaper InterviewHolding

StatementByline Article

Photo StoryRound Table

Event Research Comment

? Case Study Blog PostOpinion

PieceVideo

Keynote Address

Review Programme

Exclusive InfographicBackgroun

d Talk

PR Stunt AdvertorialPress

ConferenceSurvey

Media Advisory

How to tell your story - Formats

Storytelling

Win at media relations

• Look at which journalists have written about your competitors.

• Send journalists compliments, notes, ideas, feedback.

• Don't underestimate the power of in-person meetings with

journalists.

• Use current events as hooks to breaking news and inject your

ideas into a breaking news stories.

• Understand what writers do and what outlets they write for.

Storytelling

Why me? Why

Everyday in Singapore, six people are diagnosed

with a blood related disease such as leukaemia that

requires a blone marrow or blood stem cell

transplant. The BMDP is responsible for building

and managing Singapore’s only register of

volunteer donors who are willing to donate their

bone marrow to save the lives of these patients.

Objective

• Create awareness for Singapore’s Bone Marrow

Donor Programme (BMDP),

• Encouraging people to sign up as donors.

Action

Pitch the positive, life-changing impact in the lives

of patients and their families story of a patient and

her donor to various print, broadcast and online

media around the idea of giving the gift of life.

Results

Interview on 938Live (radio), The Straits Times and

Shin Min newspapers (print), Yahoo (online) and a

video feature done by the Singaporean of the Day

project (online).

Story Telling Case Study:

Non-for Profit

Getting Your Story out therePR and storytelling

How to tell a story

Formats of storytelling

How to pitch your story to the journalists

Why me why now?

Session 5:

Managing your brand through PR

• Promote key messages, differentiate the brand and enhance

reputation

• Using internal experts to address customer pain points

• Getting started on thought leadership with a strong foundation

• Thought leadership platforms on mainstream and social media

Content, content, content• Brands are getting desperate for content

Content Planning Example

Who is your message for?

Employees –

current and

potential

Advertisers

Businesses

Industry

authorities

National

Newswires

BroadcastInternational

Regional

Sharehold

Customers

Retailers

Distributors

NGOs /

Interest Groups

Financial

Analysts

Primary

stakeholders

Giving Substance to the Message

(Message)

Statistics

Research Anecdotes

AnalogiesExpert opinion

GraphicsPersonal

experiences84

Your Message House

(Single Overriding Communications

Objective)

Message 1 Message 3Message 2

What’s in it for your audience?

• A udience: What are they most

concerned about?

• I ncentive: How will they benefit?

• M essage: Is your message credible? Will

it compel and persuade?

Multi-Platform Outreach

• Is your content relevant?

• Is your content released at the right timing?

• Who are the relevant (media) channels to reach

your audience?

• What’s the right content and timing for each

channel?

Multi-Platform Outreach

• Is your content relevant?

• Is your content released at the right

timing?

• Who are the relevant (media)

channels to reach your audience?

THOUGHT

LEADER?

THOUGHT

LEADERSHIP?

• WHAT IS A THOUGHT LEADER TO

• WHAT IS THOUGHT LEADRSHIP

TO YOU?

FOOD FOR THOUGHT..

A thought leader is an individual or firm that prospects, clients, referral

sources, intermediaries and even competitors recognise as

one of the foremost authorities in selected

areas of specialisation, resulting in its being the go-to

individual or organisation for said expertise.

Russ Alan Prince and Bruce Rogers, authors of Profitable Brilliance

A thought leader is a person who identifies trends,

common themes and patterns within a particular

industry or functional area of expertise to help others identify new

opportunities or solutions for growth.

Glenn Llopis, thought-leadership, human capital and business strategy consultant

What is a… Thought Leader

Thought leadership should be an entry point to a relationship. Thought

leadership should intrigue, challenge, and

inspire even people already familiar with a company.

It should help start a relationship where none

exists, and it should enhance existing relationships.

Daniel W. Rasmus, author of Listening to the Future

What is a… Thought Leader

Source: Forbes.com, Dorie Clark

How to become a… Thought Leader

1.Start with one thing

2.Ride a growing wave

3.Expand your empire

4.Go where the people are

How to become a… Thought Leader

Thought Leadership

• Using internal experts to address customer

pain points

− Listen to gaps in the industry conversation and identify

key areas of confusion / hot topics

− Leverage in-house data to fill in gaps in customer

dialogues

− Give solutions to customer problems

− Help them overcome obstacles

Thought Leadership

• Using internal experts to address customer

pain points

− Listen to gaps in the industry conversation and identify

key areas of confusion / hot topics

− Leverage in-house data to fill in gaps in customer

dialogues

− Give solutions to customer problems

− Help them overcome obstacles

Who would be experts in

your organization?

What should they talk

about?

Thought Leadership

• Media positioning: Distinguishing your brand

• Stay ahead of the curve

Who could be

experts outdide

organization?

What should

they talk about?

What would be

suitable

platforms?

Managing your brand through PRPromote key messages, differentiate the brand and enhance

reputation

Using internal experts to address customer pain points

Getting started on thought leadership with a strong foundation

Thought leadership platforms on mainstream and social

Session 6:

Traditional Media

• Paid / owned / earned media

• Targeting different types of journalists: beat reporters, desk editors, wire

reporters, print, TV, etc.

• Forging lasting relationships with key media players

• Managing the often contentious relationship between PR and journalists

• Increasing engagement levels with journalists through exclusive content

• Ethical issues in having relationships with the media

An additional sphere for your biz

Content Management

• Brand Advocacy

− News agenda tracking

− From content creation to creation of value

− Creating community around topics or issues

Media Relations

• What’s your (exclusive) angle?

• Can you handle the spotlight?

• What’s your spokesperson’s preferred setting?

Matching Influencers to Topics

What does the media really want?

Bridging the GapMedia and Blogger Engagement Survey

Brought to you by:

# Question Not

Important

Somewhat

Important

Important Highly

Important

1 Headline should be within 10-15

words and tell the key news.

0.00% 10.87% 34.78% 54.35%

2 It is more important to have a strong,

relevant story hook in the first

paragraph rather than ticking off the

usual what / when / where / how etc.

4.35% 15.22% 36.96% 43.48%

3 The total length of the media release

should be within 500 words.

15.22% 26.09% 39.13% 19.57%

4 The media release should include

quotes from relevant spokespeople.

15.22% 32.61% 36.96% 15.22%

5 The release should come together

with biographies of the

spokespeople quoted.

28.26% 28.26% 36.96% 6.52%

4. How important are the following attributes in a press release?

Close to

# Question Not

Important

Somewhat

Important

Important Highly

Important

6 A direct contact with email and

phone number should be included

for every media release.

4.35% 6.52% 17.39% 71.74%

7 Language of the media release

should be suitable for the target

audience in terms of tone, jargon

0.00% 17.39% 39.13% 43.48%

8 Avoid marketing talk and quotes that

are hardly encountered in real life.

6.52% 15.22% 39.13% 39.13%

9 There should be minimal formatting or

restrictions for media releases so as

to enable easy editing (e.g. no PDF).

10.87% 21.74% 36.96% 30.43%

10 With quotations, photographs of

spokespeople should be included

along with the media release

document as separate files.

17.39% 23.91% 39.13% 19.57%

Close to

# Question Not

Important

Somewhat

Important

Important Highly

Important

11 For statistics, infographics should be

included along with the media release.

13.04% 21.74% 43.48% 21.74%

12 Let others talk about your company or

product - include quotes from third parties

like customers or industry experts.

17.39% 32.61% 47.83% 2.17%

13 The story should include links to additional

information like previous releases,

backgrounders etc to provide context.

8.70% 21.74% 45.65% 23.91%

14 For product releases, the focus should

be on differentiators and customer

benefits instead of just features.

0.00% 15.22% 43.48% 41.30%

15 There has to be more than just text, ideally

with videos, photos or infographics

included.

10.87% 15.22% 45.65% 28.26%

On a slightly lighter note…

Traditional MediaPaid / owned / earned media

Targeting different types of journalists: beat reporters, desk editors, wire

reporters, print, TV, etc.

Forging lasting relationships with key media players

Managing the often contentious relationship between PR and journalists

Increasing engagement levels with journalists through exclusive content

Ethical issues in having relationships with the media

Session 7:

Understanding

Communications Trends

• How technology and social media have changed PR

• Understanding multimedia journalism

• Shifting from platform centricism to customer centricism

• The rise of alternative media outlets

• The role of social media

Brand Reputation

“I HEARD HE IS A

GREAT LOVER.”

[Adopted from “The difference between marketing, pr, advertising & branding”; Now with Social Media Marketing]

Social Media Marketing

Source: What happens on the Internet every 60 seconds - Rosa Golijan

The BIG Cultural DilemmaBe (Seen) Innovative –

But Please Don’t Take Any Risk, Use Only Proven Methods

[Brands] have to surprise me, not only meet

my needs, but anticipate my needs.

By using social media exclusively, I think the

company has to

answer me whenever I have a question,

enlighten me whenever I complain,

and thank me whenever I compliment

Source: The Language of Love in Social Media - Firefly Millward Brown

Customers are demanding

The BIG Cultural Dilemma #2

• From natural respect to

suspicion

• Are you approachable?

• Why would people want to

connect with you?

Source: Digital Life 2011 - TNS

What are people saying?

Communications Perspectives

Social or not, it’s about relations

How technology has changed PR

Everything Changes

It’s about two-way conversations

You’ve to deal with more channels

We HAVE to listen and understand what’s said!

What about those negative comments and posts?

The game get’s so much faster

Nothing Changes

You’ve to manage relationships

So it’s wires, print, broadcast –and social media

You already: monitor and analyze your media coverage

Not every negative comment means a crisis

Already forgot newswires? Look at trends over time

Social Media: Where to Start?

Two things might help:

1. The inequality of the web

2. The concept of target media

Listening

90-9-1 Principle: The Inequality of the Web

Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute

Are you catching the long tail?

• How many relevant social media sites are there?

• How many should—or simply, can—you monitor or

even measure?

What is a community?

Groups of people who…

• Share a common passion, interest, or

objective

• Come together to learn from each other

• Want to do something together

An interactive group of people joined

together by a common topic or interest

• Business-to-business shipping company.

• 420,000 fans on Facebook and a comprehensive presence on 9

other platforms in less than 11 months (now over 2 million).

• Facebook

– Reach out to followers which include NGOs, employees, potential

employees, competition, suppliers, regulatory bodies.

• Twitter

– Journalists following us and can see when they download their press

releases from Twitter.

• LinkedIn:

– “serious professional forum” where they company can have conversations

with customers.

– bring together shipping experts to discuss issues like piracy, trends affecting

the container industry and innovation.

• Google+ Hangouts

– Hold smaller press briefings when the company is launching new initiatives.

• Own website dedicated to social media.

“ Social media is about communication, not marketing. It’s about

connecting and engaging, not about pushing your products….

We never thought of it as a campaign, but rather as a way of

being, a presence.” - Jonathan Wichmann, Maersk Line’s Head of

Social Media

Case Study

Source: Your Social Media Marketing in 5 easy steps - Jasmine Sandler, ClickZ

• Your business model, mission, products and services, target audience, current marketing efforts

Step 1: Create Your Executive Overview Business Plan

• Validate a new product or service using social as a research platform.

• Develop buzz and interest around a new product.

• Engage users in social to generate relevant and targeted traffic to your site.

Step 2: Define Your Specific Social Media Goals

• Create and implement a voice that resonates with your specific target audience.

• For each audience type, break down and research age, income, location, and reasons for possibly buying your products/services.

Step 3: Find Your SMM Voice

• Facebook, Twitter, LinkedIn, YouTube and many more. Look at social tools statistics. e.g: Demographics

Step 4: Choosing Your Social Tools Appropriately

• Your frequency of content delivery & response to social engagement.

• Your types and specific topics for content creation.

• Ways to increase audience engagement.

• Events that can drive social.

• Your social success metrics

Step 5: Plan & Execute Content & Delivery

Challenge within Organizations:Who‘owns’ Social Media?

• The lines between PR and marketing are blurring.

• “Turf battles” are evident.

• Ownership of social media and blogging still undecided.

• Benefits and communication measurement provides

common ground.

Understanding communiations

trendsHow technology and social media have changed PR

Understanding multimedia journalism

Shifting from platform centricism to customer centricism

The rise of alternative media outlets

The role of social media

Excurse:

Integrated Campaign Old Spice

Excurse:

Agency Relations

Excurse:

Agency Relations

Session 8:

Press Conferences

• Press conference dos & don’ts

• What journalists want out of your press conference

• Handling tricky situations

Small group discussion

What is your main concern about

running a press conference?

Small group discussion

What defines success for a press

conference?

What journalists want

When a reporter asks you a

question…

Answerperson vs Spokesperson

Answerperson

• DEFENSIVE

• Responds PASSIVELY

• Answers the MEDIA

• Low energy

Spokesperson

• PROACTIVE

• On message

• In control

• HIGH energy

• This is your brand!143

How does he come across?

Basics:

• Location

• Time

• Material

What do they need?

• Think print

• Think photo

• Think broadcast

Expert level:

• Media needs guidance / context

• Key: A strong MC

• Make it easy and convenient (eg for AV)

– Offer sound feed and power plugs

– Make it visual (backdrop, photo opportunities)

– Provide camera teams with good sight-lines

– Think about possible noise disturbances (planes, construction, AC)

• Media material (Press Kits)

– Press release, fact sheet, bios, visuals, contact

• Think about the location and room

– Convenience and size

• Proceedings

– Opening statements, MC, clear agenda

– Time for Q&A

– Factor in time for briefings and FAQ

– What’s next (follow ups)?!

Handling Tricky Situations

Bridging phrases

• “What I really want to stress

is…”

• “The main is…”

• “We may be overlooking the

fact that…”

• “Another important point…”

• “Let’s put this into

perspective…”

• “That’s not the issue. The real

issue is…”

• “What people want to know is…”

• “I don’t know about that, but I do

know…”

• “It boils down to this…”

• “We prefer not to speculate,

but…”

Bonus: The Art of Blocking and Bridging

Block Bridge Communicate

No, that is

inaccurate

This is what actually

happened, let’s put

things in perspective…

Key Message

That is an area

outside of my

authority

But I can tell you

this….

Key Message

It’s not our policy to

operate in that way

We took the following

approach…

Key Message

We prefer not to

speculate

At this stage all we

can say is……

Key Message

Press ConferencesPress conference dos & don’ts

What journalists want out of your press conference

Handling tricky situations

Session 9:

PR Measurement

• Managing what you measure, identifying the right objectives

• Output vs. outtakes vs. outcomes / awareness – opinion –

behaviour

• PR is always comparative: What’s your benchmark?

• Social media ROI: Measuring your online success

Why measure media?

Quick question: Why do you

want to measure?

Why measure media?

• What key initiatives did you drive?

Reason 1: Outputs. Demonstrate the value of PR

• How do you connect with publications & journalists, campaigns?

• What's your brand perception?

Reason 2: Outtakes. Plan & evaluate communications activities across channels and markets

• How do your results relate to the budget allocation? Do you measure KPIs linking PR to business results? Whatis the value PR adds to your organization?

Reason 3: Outcomes. Strategic communications

• What's happening in the industry, with my clients?

• Is there a crisis?

• Are there issues?

Reason 4: Radar. Discovering opportunities and threats

Alignment

Aligning measurement with business objectives

• Managing what you measure, identifying the right

objectives and setting smart goals

• Too many communicators work very hard on tactics… that

DON’T support corporate goals!

Output / Outtakes / Outcomes

• Output

− What is generated as a result of a PR program or campaign

• Outtakes

− What audiences have understood and / or heeded and / or

responded to

• Outcomes

− Quantifiable changes in awareness, knowledge, attitude,

opinion, and behavior levels

Too dry,too

theoretical,too

complicated?

Won 6 games

Won 5 games

8 goals scored

16 goals scored

7 matches played

OUTCOME

METRIChas to answer

“So what?”

OUTTAKE

METRIC

OUTPUT

METRIC

ACTIONGOAL

2010 World Champion

Win matchesScore goalsPlay in the final round in South Africa

Become the best country

WORLD CHAMPION

3rd Place

How to translate this to PR?

Example: Football Worldcup

Output / Outtakes / OutcomesTypical metrics

GOAL ACTION

(INPUT)

OUTPUT

METRIC

OUTTAKE

METRIC

OUTCOME

METRIC

Has to answer:

“So what?”

Place product

reviews

Initiate speakers

program

Proactive blogger

outreach

# meetings

# of speaking

engagements

# of blog mentions

# of reviews

# of media contacts

# of news releases

% awareness of your

% considering your

% preferring your

# of requests for

information

Benchmarking

Who are they

talking about?

What are topics/

issues discussed?

How good is your

brand image?

How is your media

footprint globally?

Benchmarking

What are trends in

traditional vs. social

media?

Who is writing

about you?

What are

keywords of your

brand coverage?

Media Analysis

Stop confusing ROI with results, and measurement with

counting:

“Measurement is not counting. Or monitoring. It is not the number of

followers, friends, rankings, or scores. Measurement is a process that

requires you to compare results against something—either with your

competition or with your results over time. You note the change, analyze the

reasons why, and improve your program accordingly.”

Source: Stop confusing ROI with results, and measurement with counting, KD Payne

Myth: Are you sure you mean ROI?

RETURN ON INVESTMENT

RETURN ON ATTENTION

RETURN ON ENGAGEMENT

RETURN ON TRUST

RETURN ON PARTICIPATION

ROI is a business metric

Can you connect your PR investments ($$$ ) with

the financial impact, e.g. sales or savings ($$$)?

ROI =COST OF INVESTMENT

(GAIN FROM INVESTMENT - COST OF INVESTMENT)

Two Core Metrics

1. Influence

2. Engagement

Sources: Social Media Metrics

Ratings worth monitoring

• Blogs

• Facebook

• Twitter

• Youtube

PR MeasurementManaging what you measure, identifying the right objectives

Output vs. outtakes vs. outcomes / awareness – opinion –

behaviour

PR is always comparative: What’s your benchmark?

Social media ROI: Measuring your online success

Session 10:

Crisis management and

contingencies

• Crisis preparedness

• During crisis

• Post crisis

What is a reputation?

The beliefs or opinions that are

held about someone or

something by the community or

general public.

What is crisis?

• unexpected

• creating uncertainty

• seen as a threat

Nestlé's social media crisis

Nestlé

unwillingly put

public attention

to Greenpeace's

video campaign

Nestlé

unwillingly put

public

attention to

Greenpeace's

campaign

Activists

change their

Facebook

profile photos

to anti-Nestlé

slogans and

start posting

to the Nestlé

fan page

Nestlé

unwillingly put

public

attention to

Greenpeace's

campaign

Activists

change their

Facebook

profile photos

to anti-Nestlé

slogans and

start posting

to the Nestlé

fan page

Nestlé: “To repeat: we

welcome your comments,

but please don't post

using an altered version

of any of our logos as

your profile pic--they will

be deleted”

Nestlé

unwillingly put

public

attention to

Greenpeace's

campaign

Activists

change their

Facebook

profile photos

to anti-Nestlé

slogans and

start posting

to the Nestlé

fan page

be deleted”

Now it even went worse with all

kinds of criticism, allegations and

simple insults being posted (e.g.

bottled water dispute in the US,

“killing babies”…)

Nestlé

unwillingly put

public

attention to

Greenpeace's

campaign

Activists

change their

Facebook

profile photos

to anti-Nestlé

slogans and

start posting

to the Nestlé

fan page

be deleted”

Key learnings:

Control? You never

had it.

Don't use lawyers to

take things off the

Internet

Admit it, stop it, and

apologize. FAST!

Customers criticizing

you are telling you

something very

valuable

Nestlé

unwillingly put

public

attention to

Greenpeace's

campaign

Activists

change their

Facebook

profile photos

to anti-Nestlé

slogans and

start posting

to the Nestlé

fan page

be deleted”

Key learnings:

Control? You never

had it.

take things off the

Internet

apologize. FAST!

you are telling you

something very

valuable

Nestlé

unwillingly put

public

attention to

Greenpeace's

campaign

Activists

change their

Facebook

profile photos

to anti-Nestlé

slogans and

start posting

to the Nestlé

fan page

be deleted”

Key learnings:

Control? You never

had it.

take things off the

Internet

apologize. FAST!

you are telling you

something very

valuable

What are your

Rules of Engagement?

A crisis response protocol?

How fast can you react?

Who decides?

Crisis Fundamentals

Emergence:Issue getspublic

Spreading:Growing interest

Establishment:Full crisis

Erosion:Relevancedeclines

Potential:Known areas

Emergence:Issue getspublic

Spreading:Growing interest

Establishment:Full crisis

Erosion:Relevancedeclines

Potential:Known areas

When a crisis happens:Get it fast,Get it right,Get it out, andGet it over!Your problem won’t improve with age.N. Augustine, CEO Lockhead Martin

Time is crucial for managing risk as it allows you to stay in the ‘driver seat’

Crisis Fundamentals

What is a crisis?

• What constitutes a real crisis

• Scenario planning (internal / external)

• Business continuity vs communications

• Assessing potential crisis issues (audit)

• Crisis-management team responsibilities

• Setting up emergency communication plans (internal /

external; channels)

• Regular checks, updates, refreshers

• Activation plans (e.g. for external partners)

Crisis Preparedness

By the time you hear the

thunder, it’s too late to build

the ark.

Listening

How to be a good listener

• 99% noise

During Crisis

Before the crisis: Be prepared for everything!

• How to identify and prepare for different scenarios? What could be the

critical decisions and the right people pre-authorized to make them?

• How should your activation plans look like; who would need to get

involved in your crisis team for which scenario?

• Developing a crisis handbook as your first-stop manual with basic

scenarios and prepared reactions – drafting a first response checklist

• Why a social media crisis plan should be at the TOP of every brand and

organization’s to-do list, before they begin to market on social media187

During Crisis

Size doesn’t matter

A failure to engage a captive and influential audience represents an utter

misunderstanding of the power that online communities wield in crisis.

What Got You Here, Won’t Get You There

It is essential to at least assuage consumer fears by acknowledging the

problem and affirming that all that can be done is being done

You Can Not Advertise Out of Crisis

Traditional advertising and brand/reputation management cannot work in a

galaxy where crisis moves at the speed of light.

Sorry seems to be the hardest word…

• Don't RE-act right away

• Acknowledge - Don't be angry

• Admit the mistake and apologize

• Take ownership

• Ask for forgiveness and make the needed changes – use the

magic words: “I’m sorry” and “thank you” [or at least a “we feel

terrible about this”]

Source: When You're Wrong, Say You're Sorry - SOLUTIONS: Social Media

Post CrisisRecovery

• Downsizing the crisis team & media centre

• Keep spokespersons on alert

• Changing your story

• Diligent media monitoring

• Starting the “back-to-normal” plans

• Work on crisis management does not stop when the noise ends

• Continue to cultivate your KOLs, monitoring social media activity for signs of

further flare ups, and following up with your consumers

• Having a ready-react-recover program

Case study: #RaceTogether

http://www.marketing-interactive.com/starbucks-race-together/

When written in Chinese the word crisis is composed of two characters.

One represents danger, and the other represents opportunity

John F. Kenney - 1959

Crisis management and

contingenciesCrisis preparedness

During crisis

Post crisis

Our Programme

March 31,

Day 11) Understanding Public Relations

2) Objectives and Stakeholders

3) Generating Your Ideas

4) Getting Your Story Out

5) Managing Your brand through PR

Day 26) Traditional Media

7) Communications Trends

8) Press Conferences

9) PR Measurement

10) Crisis Management

What we do

Summarise and

present the outcome

Execute required

Propose relevant

Understand a partner’s PR needs

Social media

Press releases

Events

Interviews

Newsletters

Integrated

Marketing

Global connections through a worldwide network of experts

Hub-and-spoke

approach:

Using Singapore as a

base to reach out in a

tailored approach to

other target markets.

Thank You

Lars Voedisch

Email. lars@preciouscomms.com

Tel. +65-3151 4760

PRecious Communications Pte Ltd

21 Club Street, #02-11

Singapore 069419

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