elements of an effective public awareness program ronquillo... · 2016-06-23 · speaker & book...
TRANSCRIPT
ELEMENTS OF AN EFFECTIVE
PUBLIC AWARENESS PROGRAM
www.lionlink.psu.edu
2
Just concluded: World Conference in New Orleans
3
4
IABC
Philippines
5
CEO EXCEL
Awards
6
Philippine
Quill
Awards
7
International
Gold Quill
Awards
8
So we are all on the same page
9
olmcnews.wordpress.com
10
Communication enables common
understanding
so different
disciplines can
work together
in excellence
for a desired
purpose.
Public Relations: Older and Newer definitions
“Public relations
is a strategic
communication
process that builds
mutually beneficial
relationships between
organizations and
their publics."
- Public Relations Society of America (PRSA)
- as announced in March 2012
"Public relations helps an
organization and its publics
adapt mutually to each other."
- Public Relations Society of America (PRSA)
“The mandate of PR is to build and sustain strong
relationships between and organization and its publics,
and in so doing contribute to society.”
Melbourne Mandate, World PR Forum, Australia, November 2012
Public relations
A game
changer
today…
13
Speaker & book author Charlene Li
PR Society of America
Conference, Washington D.C.
October 2010
THEN
AND NOW
From a friend’s email
• Everyone is a content creator, a publisher.
• Leadership means “losing control”
(Open Leadership by Charlene Li)
• Marketing and communication
should not be intrusive.
• Social listening
• Crowdsourcing
• Conversations and
online communities
Realizations
15 From internet
Realizations within
16
• Authenticity
• People: Focus on the stakeholder
• Connection
• Experience
• Stages: AKAP
Awareness
Knowledge
Attitude change
Practice
Not StoryYelling
17
- From a talk at the IABC Philippines Master Class 2016
But StoryTelling
18
Be present, be personal, be persuasive
19
Authenticity
20
Visual
and
digital
21 www.teamlewis.com
22
Source
Message
Channel Receiver
Effect
Shannon and Weaver
It
starts
with
people
24
photos.lehighvalleylive.com
25
1920-1944 1945-1964 1965-1979 1980-1995 1995 onwards
Let’s find ourselves
Quill Awards Outline
1. Need and Opportunity
2. Stakeholder Analysis
3. Goals and Objectives
4. Solution Overview
5. Implementation and Challenges
6. Measurement and Evaluation
26
Source: IABC
7-point global scale of excellence
27
Source: IABC
Conclusion
1. Core – realizations within
2. Signs of the times – like digital/new media
3. SMCRE model
4. Listen and tailorfit to the stakeholder
5. Quill Awards outline
iabc.com
iabcphilippines on facebook
28
Our journey together begins…
Short title, Department, Name/Function or
Event/Creator, Date yymmdd, Classification
2
9
So then, what can be done?
• Open minds to new ways far beyond our dreams, our set
ways, ambitions, entitlements, status, years in the
profession
• Forest and trees
Beyond daily firefighting
Beyond daily and annual concerns
Consequences down the road in long term
• Truth and feedback
• Topnotch basic skills all the more
• Flexibility and continued learning
August 27, 2011, Sat Ritzi Villarico Ronquillo, APR 30 Maryland November 2010
Thank you!
Ritzi Villarico Ronquillo, APR
31