The Power of The Power of Public Public RelationsRelations

John Poole, Ohio Community Service CouncilJohn Poole, Ohio Community Service CouncilPaul Quinn, Health Policy Institute of OhioPaul Quinn, Health Policy Institute of Ohio

The Power of The Power of Public Public RelationRelationshipsships

Marketing: Marketing: ProductProductPricePricePromotionPromotionPlacePlace

Marketing: Marketing: "A philosophy or orientation for the whole business - defining the primary goal of everyone in the organization."

Public Relations:Public Relations:““A set of management, supervisory, and A set of management, supervisory, and technical functions that foster an technical functions that foster an organization's ability to strategically organization's ability to strategically listen to, appreciate, and respond to listen to, appreciate, and respond to those persons whose mutually those persons whose mutually beneficial relationships with the beneficial relationships with the organization are necessary if it is to organization are necessary if it is to achieve its missions and values.achieve its missions and values.

Consumer Decision-Consumer Decision-Making ProcessMaking Process

II

II

II

AwarenessAwareness

II

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InterestInterest

AwarenessAwareness

II

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EvaluationEvaluation

InterestInterest

AwarenessAwareness

II

TrialTrial

EvaluationEvaluation

InterestInterest

AwarenessAwareness

PurchasePurchase

TrialTrial

EvaluationEvaluation

InterestInterest

AwarenessAwareness

WWIIIIFFMM

WWhat’shat’sIInnIIttFFororMMe?e?

PlanningPlanning

Elements of a Communications Plan:• Situational Analysis (Context/Environmental Scan)• Stakeholders• Objectives • Strategy• Audiences• Messages • Tactics• Timeline• Issues• Budget • Evaluation

• Industry Scan

• Company Scan Strengths Weaknesses

Opportunities Threats

Key: Of all the information available, what is really important?

Key: Of all the information available, what is really important?

• Industry

Scan

• Company

Scan

Strengths-Longevity-Reputation-College of Nursing-Financial stability-Responsiveness

Weaknesses-Nursing shortage-Staff turnover

-Clinical service

Opportunities-Alternative Medicine-Specialty Services-Mergers-Growing market-Growing region

Threats-Managed care-Budget cuts-Nursing shortage-Competition-Inpatient decline

Key: Of all the information available, what is really important?

Key: Of all the information available, what is really important?

Research Research -Secondary ResearchSecondary Research-ObservationObservation-Focus GroupsFocus Groups-Surveys Surveys

SSegmentationegmentationTTargetingargetingPPositioningositioning

SSegmentationegmentationHow do you breakdown How do you breakdown the audience?the audience?

TTargetingargetingWhat audience do you What audience do you want to reach?want to reach?

PPositioningositioningHow do you present How do you present yourself in order to yourself in order to appeal to your target appeal to your target audience?audience?

BrandingBranding

Brand PromisesBrand Promises

SSloganslogans

Breakfast of Breakfast of championschampions

Just do itJust do it

Finger lickin' goodFinger lickin' good

Be all you can beBe all you can be

Let your fingers do Let your fingers do the walkingthe walking

The ultimate driving The ultimate driving machinemachine

When it absolutely, When it absolutely, positively has to be positively has to be there overnight there overnight

We try harderWe try harder

The quicker The quicker picker-upperpicker-upper

Have it your wayHave it your way

When you care When you care enough to send the enough to send the very bestvery best

You're in good handsYou're in good hands

Betcha can't eat Betcha can't eat just onejust one

Don't leave home Don't leave home without itwithout it

Good to the last dropGood to the last drop

The UncolaThe Uncola

It takes a licking and It takes a licking and keeps on tickingkeeps on ticking

Where's the beef?Where's the beef?

It's the real thingIt's the real thing

Eat FreshEat Fresh

Think outside the bunThink outside the bun

Getting Things DoneGetting Things Done

Ohio Masonic Home:Ohio Masonic Home:““Care, Concern Care, Concern and Compassion and Compassion Since 1892”Since 1892”

Freedom to Pursue Freedom to Pursue Your PassionYour Passion

Mission Statement:Mission Statement:

Ohio Community Service Ohio Community Service Council Mission Statement:Council Mission Statement:

““To foster an infrastructure that connects, To foster an infrastructure that connects, supports, and replicates effective supports, and replicates effective community service, service-learning, and community service, service-learning, and volunteer programs to: volunteer programs to: address the State's and its communities' address the State's and its communities' critical and diverse needs; offer additional, critical and diverse needs; offer additional, meaningful opportunities for all meaningful opportunities for all generations to serve.”generations to serve.”

““Strengthening Ohio's Strengthening Ohio's Communities through Communities through Service & Volunteerism”Service & Volunteerism”

TacticsTactics

EmployeesEmployees

EmployeesEmployees• AmbassadorsAmbassadors• 30-second commercial30-second commercial

Board MembersBoard Members

Community Community PartnershipsPartnerships

Media RelationsMedia Relations

Serving across the stateServing across the stateOhio leads U.S. with most projects aimed Ohio leads U.S. with most projects aimed at helping others, environment during at helping others, environment during nationwide volunteer event nationwide volunteer event Sunday,  October 26, 2008 3:38 AM Sunday,  October 26, 2008 3:38 AM By By Molly Willow

THE COLUMBUS DISPATCH THE COLUMBUS DISPATCH

Interview on QFM96Interview on QFM96Columbus RadioColumbus Radio

A memorial all their own A memorial all their own Vets and their families tread with tears Vets and their families tread with tears and awe on a trip to WWII shrineand awe on a trip to WWII shrine Monday, November 07, 2005Monday, November 07, 2005

Holly ZachariahHolly Zachariah THE COLUMBUS DISPATCH THE COLUMBUS DISPATCH DAYTON — In 26 years as an Air Force medic, Earl Morse cared for DAYTON — In 26 years as an Air Force medic, Earl Morse cared for hundreds of veterans, if not thousands. hundreds of veterans, if not thousands. Their sad tales often broke the retired captain’s heart. Their sad tales often broke the retired captain’s heart. But never before had it been shattered as it was when his patients But never before had it been shattered as it was when his patients spoke of the National World War II Memorial being built in Washington, spoke of the National World War II Memorial being built in Washington,

D.C.D.C.

Masonic children Masonic children welcomed home welcomed home Alumni celebrate their Alumni celebrate their common past in common past in Springfield Springfield Monday, July 03, 2006Monday, July 03, 2006Kelly Hassett Kelly Hassett The Columbus The Columbus DispatchDispatch SPRINGFIELD, Ohio — Cynthia Cameron came to the Ohio Masonic Home as a scared 6-SPRINGFIELD, Ohio — Cynthia Cameron came to the Ohio Masonic Home as a scared 6-year-old girl with only her older sister, Connie, as family. year-old girl with only her older sister, Connie, as family. More than 50 years later, she still has her sister and counts dozens more as her brothers and More than 50 years later, she still has her sister and counts dozens more as her brothers and sisters. sisters. The Westerville woman returned yesterday for the Ohio Masonic Home’s 27 th Alumni Day The Westerville woman returned yesterday for the Ohio Masonic Home’s 27 th Alumni Day

Homecoming, a reunion for people who spent their childhoods in the home.Homecoming, a reunion for people who spent their childhoods in the home.

Media Media

MediaMedia•TV = visualTV = visual•Radio = sound bitesRadio = sound bites•Print = depthPrint = depth

Media Relations:• Develop a media list• Call them• Contact names, preferred means of

contact; deadline schedule• Identify key media contacts• Establish a relationship with targeted

media• Meet quarterly with media contacts• Offer to write articles for them

Media Tips:• Never say “no comment”• If you don’t know the answer, check

and call back• We can’t control what goes in and

what stays out of the media• Have realistic expectations

Elements of news value:• Timeliness• Proximity (localness)• Importance or consequence• Trends• Prominence (high-profile people)• Rarity• Conflict• Human Interest

News Releases:• Space at top• Contact information• Double-space• Just the facts• “More” at bottom of page

Writing Tips:• KISS• The first sentence is the most important• Give specifics: who, what, where, when, how• Be factual• Short paragraphs• Simple sentences• Use attribution

InternetInternet

Take-AwaysTake-Aways

Feel the Feel the Power…Power…