prsa 09 highlights - prville style
DESCRIPTION
Slides from presentation by Bonnie Upright, APR, and Pryan Campbell at the January 21, 2010 North Florida PRSA meeting discussing the highlights and top tips learned from the PRSA 2009 International Conference.www.nfprsa.orgTRANSCRIPT
PRSA International Conference 2009
It’s A Time for New and Old Friends!
Be Courteous
PLEASE turn your cell phones…ON!This is an interactive learning
experienceShare your thoughts with your
colleagues#prville
Assembly
Assembly
New PRSA Initiative
The Business Case for PR
Measure the attitudinal and behavioral impact of your public relations programs.
Sell-in public relations services to your clients or senior management.
Communicate the roles, outcomes and value of public relations.
Create a better understanding and appreciation for what we do as a profession.
Capture a greater share of your clients' or organizations' investments in marketing and communications services.
Change entrenched attitudes and perceptions about the practice of public relations.
Arm yourself with information on the latest industry research, trends and techniques.
Establish industry-specific evaluative benchmarks.
The Seven Basic Steps*
Identify your audiences/publicsDefine objectives for each audienceDefine your measurement criteriaDefine your benchmarkSelect a measurement toolAnalyze data, draw actionable
conclusions, make recommendationsMake changes, measure again
*Measuring Public Relationships, Katie Delahaye Paine
Measurement on a Shoestring
Research is criticalZoomerang, Survey
MonkeyGoogle is your best
friendRSS feedsNews/blog alertsGoogle Analytics
Photo: http://www.flickr.com/photos/psyberartist/3622995219/
The Six Steps to Establishing Trust
1. Provide advance information2. Seek the leaders input3. Listen carefully4. Change your approach based on what
you hear5. Stay engaged6. Engage others
Levels of engagement
Preclinical
Search yourcompany *name *brands*TAs *issues
Phase I
YouTubePodcasts*Affordable healthcare*Preventing disease*Chronic health problems
Disseminate information one way
Share what’s useful
Phase IIa
External blog such as company history (J&J)
Test a low-risk topic with external interaction
Listen, establish reputation baseline
Phase IIb
ADHD moms, CML Earth (Novartis), Twitter (Novo Nordisk)
Test topic of greater interest for key community interaction
Phase III
Twitter (BI) External Blog (J&JBTW)
External public/company interaction with a personal voice
Leaders: Mayo Clinic
Lee Aase
Arianna Huffington
She wore my Snuggie - that’s all that matters.
Q&A with healthcare whistleblower Wendell Potter (CIGNA, Humana)
When is enough enough?
PRSA Code of Ethics
Protect and advance the free flow of accurate and truthful information.
Foster informed decision making through open communication.
Protect confidential and private information.Promote healthy and fair competition among
professionals.Avoid conflicts of interest.Work to strengthen the public’s trust in the
profession.
Celeb-Snuggie
President Obama & Citizen’s Campaign:
Lessons Learned
Mike Smith
Public Relations is about:
Brand protection Shaping influence Crisis containment
Social Media and Sr. Execs
PR reaches the C Suite, but management doesn’t get it.
Senior management must change. Or die. Younger pros can help senior level execs adapt. Or should
they? Twinterns? WTH?
Key messages
PERSONAL• Leverage how you network.• It’s not what you know, but whom.• Learn Social Media. Now.
PROFESSIONAL• Leverage your base (key stakeholders)• Learn grassroots campaigns (populism)• Understand media cycles
Thinking Ahead
Uber Cool Tweople
@shonali @samsims @prsarahevans @derekdevries @rjdavila @aribadler @ghidotti @prprosandiego @kristk @leeodden @bobosphere @billsledzik @fiskey @garymac865 @prville
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