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science & communication
Liutauras Uleviius2010, Vilnius
Foto - http://www.flickr.com/photos/whatmegsaid/3223533904/
http://www.flickr.com/photos/alexragone/3819729870/
why should you listen?
PR practice form2002
clients ranging from Microsoft to MTV and the President of the Republic of Lithuania
competence areas media relations, online communication, strategic communication
science?first Lithuanian-written book on PR (2006)
PhD candidate (from 2003 still in the process... :)
3 (?) hours of boredom (?)
1st case convert troubles into opportunity
2nd case defend your story, no matter what
PR lab workgroups (public presentation)a brake
3rd case theory works, numbers prove it
4th case hydron collider? no, our case
Case I
Johnson & JohnsonTylenol crisis
Case I
Johnson & JohnsonTylenol crisis
facts
year 1982
US, TOP over-the-counter product
= 19% profits of Johnson & Johsnon Q1-Q3 in 1982
37% US market share
http://bbcorporateprclass.blogspot.com/2009/11/corporate-crisis.html
fire!
Robert Andrews (Johnson & Johnson)We got a call from a Chicago news reporter. He told us that the medical examiner there had just given a press conference-people were dying from poisoned Tylenol. He wanted our comment. As it was the first knowledge we had here in this department, we told him we knew nothing about it. In that first call we learned more from the reporter than he did from us.
response?
yes, we did :)
an accident we will take measures
unfair competitionIt's not us something else to blame (nothing related to Tylenol)
they lie
...
chairman James Burke
forming a seven-member strategy team
the team's strategy guidanceHow do we protect the people?
How do we save this product?
immediately alerted consumers across the nationnot to consume any type of Tylenol
stopping the production and advertising of Tylenol, withdrawing all Tylenol capsules from the store shelves
minimizing the bad
a post crisis study by Johnson & Johnson:over 90 percent of the American population had heard of the Chicago deaths due to cyanide-laced Tylenol within the first week of the crisis
two news clipping services found over 125,000 news clippings on the Tylenol story
one of the services claimed that this story had been given the widest US news coverage since the assassination of President John F. Kennedy
response?
yes, we did :)
an accident we will take measures
unfair competition
It's not us something else to blame (nothing related to Tylenol)
they lie
...
sympathy strategy
we are sorrywe take it serious
we take care of the harm now and potentially in the futurewe act in order to remove danger
we investigate and changenew product packaging and other measures
results
While at the time of the scare the market share of Tylenol collapsed from 37% to 8%,
it rebounded in less than a year,
a move credited to J&J's prompt and aggressive reaction.
Case II
Prosecutor General vs. Michael Jacksonprotecting competetive advantages
facts
Michael Jackson sleeps with children
allegations, that sleeping is not the only action during that time
jury verdict Michael Jackson not guilty on all counts
arguments
it's jury's verdict
work experience
we do our work, we believe in facts
we will follow our path
...
competitive advantages
protecting citizens (public interest)
proven experience
divided public opinion (circumstances) strong support
...
Task I
public speechdifferent notion / different audience
prepare...
to present your research topic
up to 3 min
for:students' party (clubhouse)
national press conference
investors' forum
family gathering
... (you can add your situaion, but get approval)
Case III
from ideas to planning and implementationidea audience news tools
1963, MLK, I Have a Dream
I have a dream that one day this nation will rise up and live out the true meaning of its creed: We hold these truths to be self-evident: that all men are created equal. I have a dream that one day on the red hills of Georgia the sons of former slaves and the sons of former slaveowners will be able to sit down together at a table of brotherhood. I have a dream that one day even the state of Mississippi, a desert state, sweltering with the heat of injustice and oppression, will be transformed into an oasis of freedom and justice. I have a dream that my four children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character. I have a dream today.
from i feel to i know
(what idea) strategic targets
(whom recepient) target audiences
(what2 content) news
(how via) media channels
ideas (strategic targets)
vision/mission
terminated in time:
term (long-term, 3-7 years, short-term)
simple (easy to understand, argue)
quantified (criteria)
...
recepient (target audiences)
criteria:
demographysex, age, ...
socialincome, education, ...
habbitsmedia usage
lifestyle
motivation
...
who is listening?
barriers:
attention (7 sec ~ 45 min)
memory max 2-3 statements
vocabulary (education, profession, ...)
accents (view, sounds, content, ...)
distractions:
all senses uncomfortable chairs, surrounding music, food smelling, too low/high light, etc.
ideas vs. target audiences
quality
speed
price
...
students
6
8
10
lecturers
9
5
8
...
media channels
64+
55-64
45-54
35-44
25-34
16-24
media channels vs. priorities
quality
speed
price
...
7
10
9
Internatio-nal seminar
10
1
8
...
media channels vs.
target audiences
students
lecturers
family members
...
10
3
7
Internatio-nal seminar
4
6
1
...
content (planning)
calendar:
academia schedule, political event, festivals, ...
fighting silent priorities
seasonal activity
updates:
periodic
ad hoc
feedback
from i feel to i know
(what idea) strategic targets
(whom recepient) target audiences
(what2 content) news
(how via) media channels
private vs. public
Case IV
Our caseLithuanian product X