International Copper Association Global Communication updates_April 2013
19
Global Communications Updates Jeryl Turner Sydney, 25-26 April 2013
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Transcript of International Copper Association Global Communication updates_April 2013
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Global Communications Updates
Jeryl Turner
Sydney, 25-26 April 2013
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Virtual introduction
| ACT – Sydney 25-26 April 2013 2
For me, being part of a team that has the
responsibility to communicate messages with high
credibility gives my work meaning.
I am proud that my activities support copper and
the copper industry and contribute to a better
quality of life.
I feel most at home when I'm in the
Communications, PR, Marketing and
Social/Digital Media realm. I'm also a professional
performing artist and blogger and that gives
weight to the communications role when
representing a company as the spokesperson -
especially when challenged with aggressive
media relations campaigns.
To share the benefits of copper is not
just a business action, it is also a
social function because you contribute
to quality of life and a more sustainable
world.
When you assume that reality, you feel
you're delivering value to our society.
What makes Communications unique is the ability
to influence and work with a range of people
throughout the Copper Alliance.
There is never a daily “routine” and, of course, I
enjoy the challenge of communicating the needs of
different stakeholders.
I am responsible for defining the strategy
and develop the objectives of the European
communications program targeted at the
promotion of copper as a modern,
sustainable and environmentally friendly
material.
Success is based on identifying opportunities
and creating synergies with other European
marketing programs and with member
companies own promotional activities.
Nicole Witoslawski,
Marketing Communications,
Hernan Sierralta
Latin America
Irina Dumitrescu
Europe
Victoria Prather
North America
Milena Guirao
Latin America
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Objectives and Team Goals
• Committed to providing value through our discipline to all relevant
publics:
• External (geared toward achieving benefit with the outside world)
• Internal (provides value to persons or initiatives within Copper AllianceTM)
• Member (value to member companies of the Copper Alliance)
1. Universal Messages
2. Sustainable Development
3. Societal Benefits of Copper
4. Social media
5. Member-oriented communications
6. Member oversight
ACT – Sydney 25-26 April 2013 5
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Maximum 2 lines PRC Milestones
| Presentation title and date 6
1. Universal Messaging
a) Develop and deliver a unified message platform
on three global high-priority and high value issues
for use throughout the Copper Alliance.
2. Sustainable Development
a) Produce communications material on key
sustainable development topics to strengthen
market development programs.
3. Societal Benefits of Copper (SBOC)
campaign
a) Develop 4 new SBOC message areas; all
campaign material content to be directed outward
via copperalliance.org and adapted to educate
general public audience.
2012 COPPER ALLIANCE MILESTONES (Example)
ACT – Sydney 25-26 April 2013
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One Copper Alliance™ Universal Messaging
Jeryl Turner
Sydney, 25-26 April 2013
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Mission
Our mission is to defend and grow markets for copper based on its
superior technical performance and its contribution to a higher
quality of life worldwide.
Through messaging, emphasize copper as:
• A remarkable metal—central to sustainable development
• Essential to human health
• Safe to the environment when properly used
• Fostering societal benefits because of its energy efficiency, safety, and public
health dimensions
| ACT – Sydney 25-26 April 2013 8
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Components of Strong Communications
Program
Universal
Messaging
Integrated Marketing
Message House
Societal Benefits
ACT – Sydney 25-26 April 2013 9
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Universal messages
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ICA’s Value Proposition—position copper and the copper industry
as delivering significant benefit to society in areas of critical current
concern.
• Copper is a preferred electrical conductor and an excellent
thermal conductor: Superior conductivity allows smaller
conductors to be used, saving space and cost.
• Copper is vital to the health of humans, animals and plants and
an essential part of the human diet.
• Copper is versatile. Because copper is malleable, it can be
formed and processed into many shapes and sizes.
| ACT – Sydney 25-26 April 2013
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Universal messages (cont.)
• Copper is antimicrobial: Ancient civilizations knew of
copper’s capacity for health and healing. As modern
science sheds light on the relationship between copper
and health, copper is playing a greater role in healthcare.
• Copper is infinitely recyclable without any loss of
performance and is nearly indistinguishable from freshly
mined copper.
11 | ACT – Sydney 25-26 April 2013
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What is copper? Different stakeholders,
different perspectives
Antimicrobial Copper
Copper and its alloys possess an inherent capability to quickly inactivate infection-causing bacteria such
as MRSA and E. coli, as well as viruses and fungi. The antimicrobial property is intrinsic to the metal and
last the lifetime of the product*.
Aquaculture
Copper is an essential micro-nutrient, helping achieve good health and development in all organisms.
Due to its natural metallurgical and biological properties, copper alloys are excellent materials for both
surface and submersible marine aquaculture enclosures for near- and off-shore sites.
Sustainable Energy
Copper is an essential material to build the energy systems of the future—as the best, most cost-effective
electrical conductor available, it not only has economic benefits but enables the move towards a low-
carbon economy.
* Laboratory testing shows that, when cleaned regularly, Antimicrobial Copper™ kills greater than 99.9% of the following bacteria within 2 hours of exposure: MRSA, Vancomycin-ResistantEnterococcus faecalis
(VRE), Staphylococcus aureus, Enterobacter aerogenes, Pseudomonas aeruginosa, and E. coli O157:H7. Antimicrobial Copper surfaces are a supplement to and not a substitute for standard infection control
practices and have been shown to reduce microbial contamination, but do not necessarily prevent cross contamination; users must continue to follow all current infection control practices. Michels et al, Lett
Appl Microbiol, 49 (2009) 191-195 demonstrated that Antimicrobial Copper™ outperforms two commercially available silver-containing coatings under typical indoor conditions.
12 | ACT – Sydney 25-26 April 2013
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Maximum 2 lines Speaking with one voice delivers results
| ACT – Sydney 25-26 April 2013
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Universal messaging allows for :
• Consistency and recognition
• Clarity and repetition
• Credibility
• Unity and consolidation
• Efficiency
Universal messaging must:
• Reflect strategy and focus on
areas of most value
Further discussion:
• From global strategy to regional
implementation
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Measurement Programs
Assessment Progress
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| Presentation title and date 15
"Nothing will come of nothing."
~ King Lear, Act I, Scene I.
"Of all base passions, fear is the most
accursed.“
~ King Henry the Sixth, Part I, Act V,
Scene II.
Measuring Effectiveness
ACT – Sydney 25-26 April 2013
“It’s easy to measure things that don’t matter,
and difficult to measure things that do.”
| ACT – Sydney 25-26 April 2013
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Traditional media
• Equivalent Advertising Value: (EAV) analysis of media clippings
generated through communications activities
Web based (non-traditional media)
• Unified approach to measuring social media usage
Communications Assessment
• ICA’s assessment program to understand contribution of a
program or initiative in achieving Copper Alliance mission and
members, ROI (return on investment)
Message impact
• Outreach to members on use of Societal Benefits of Copper
campaign messaging
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Communications Assessment – North America
• Communications initiative assessment
• Non-tonnage pilot
• United States Communications program
• Program started 2004, total budget $800,000 in 2013
• Normal indicator for tonnage programs is $ per tonne.
Communications program indicator to be conceived and agreed with
global Communications team
• Measurement indicators which may be used for Communications
assessment include:
• Direct program expenditure
• Media channel/audience analysis
• Target audience interviews
• Recollection survey
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Challenges for a global team
19 | ACT – Sydney 25-26 April 2013
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| ACT – Sydney 25-26 April 2013
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Sharing global best practices
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Sharing, Collaboration, Partnerships
• Strategies
• Procedures
• Reporting
• Newsletters
• Media releases
• Issues Management (online media monitoring)
• Quarterly Achievements
• Monthly Briefing Report
• Annual and Quarterly meetings
• Social Media
• Ad hoc
• Opportunities and Suggestions
| ACT – Sydney 25-26 April 2013
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