how to have ‘good pr’ in 2011
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How to have ‘good PR’ in 2011
Ryan Hanser, APR
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What’s changing?
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Who can you trust?
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Influence is evolving
“Markets are conversations.”
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Media influence
Six in ten get news online and offline each day.
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Journalist influence
9 out of 10 journalists use corporate blogs for research2 in 3 use social networks and about half use Twitter
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Online influence
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Online influence?
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What is ‘good PR’?
– Definition – not ‘press releases’; participation required; powerful results
– Reputation management – building/reinforcing/defending
– Issue management – identification/resolution– Relationship management – grow/maintain/end
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PR ≠ Press Release
“Public relations helps an organization and its publics adapt mutually to each other.”
– Public Relations Society of America
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Reputation Management
building, maintaining and defending
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Issue Management
identification and resolution
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Relationship management
start > strengthen > end
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PR = Participation Required
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“Go that way, really fast…”
Listen > Act > Speak > Repeat
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Take a minute to plan…
1. What is your purpose?2. Who are your stakeholders?3. How can you connect? 4. And plan to measure!
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‘To do’ list for 2011
1. Listen2. Act 3. Speak4. Repeat
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1. Listen
• EASY > changing• Resources
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2. Act
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3. Speak up
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4. Repeat
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Things will go wrong…
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Don’t forget!
How will you create the capacity? 1. Management2. Staffing3. Outsourcing
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Hiring a PR firm?