Peter Piper Picked a Peck of Pickled

PeppersUntwisting Public Affairs/Relations

Maurice ClemmonsAssistant Director, Community Resources

Shepeard Community Blood Center

Augusta, Georgia

The Pickles we PackedRedefining & understanding Public Relations

Evaluating/tracking current PR success

Niche-trend-reporter tracking & building effective

Media relationships

Relevant Interesting Visible

Grass Roots Recruiting- YES! AS PR!

Effective media interviews

Q & A

As early as 58 BC…

In 50 B.C. Julius Caesar wrote the first campaign biography,

Caesar’s Gallic Wars. He publicized his military exploits to convince the Roman people that he would make the best head of state. This was truly the first PR effort documented.

Professor of rhetoric in Milan

St. Augustine delivered the regular eulogies to the emperor and was the closest thing to a minister of propaganda for the imperial court.

Thus, St. Augustine was one of

the first people in charge of public relations.

The modern equivalent would be the President’s press secretary or communication director.

St. Augustine

394 A.D

Propaganda and oh my, the propaganda!

“The Crisis”

Thomas Paine.. Whose writing could get people to do things and believe things.

P.T. Barnum!

So, you thought P.T. Barnum was a sleazy advertising genius….

A Crisis occurs and a career field is titled…

Lee issued what is often considered to be the very first Press Release, convincing the Pennsylvania Railroad to openly disclose information to journalists, before they could hear information from elsewhere.

The Atlantic City train wreck happened in New Jersey on October 28, 1906 when a West Jersey and Seashore Railroad electric train fell off a draw (swing) bridge, drowning 53 people.

Ivy Lee, born near Cedartown, Georgia studied at Emory College and graduated from Princeton. In 1912 he was considered to be the first public relations person placed in an executive-level position. In fact, his archives reveal that he drafted one of the first job descriptions of a VP-level corporate Public Relations position.

It runs in the family….

Edward Bernays was the self-appointed Father of Public Relations

Uncle Sigmund Freud was the founder of psychoanalysis

Bernays was a bit controversial but he is clearly credited as the Pioneer in Public

Relations

Psycho-babble

• Bernays was a student of Uncle Siggy and adapted Freud’s philosophies and studies as valid truths in his approaches in Public Relations

• Bernays felt influencing human behavior in society was critical due to irrational and dangerous behavior society may have as a result of ‘herd instinct’

AKA

Engineering of Consent• "If we understand the

mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it? The recent practice of propaganda has proved that it is possible, at least up to a certain point and within certain limits."

Propaganda

information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.

Public Relations

information or ideas shared to educate, inform and help a person, group, movement, institution, nation, etc.

From whence we came to now we go…

Having a core understanding of Public Relations grounds us as we as we build the foundation of awareness for our blood centers in hopes of strengthening our brand awareness and increasing our total collections..but not just one man can accomplish this feat.

Why it takes a Team!

Old School definitions and perceptions can not be tolerated in this economic climate. Fewer blood centers are able to employ separate PR Coordinators so for those that can’t (even those that can) we must ensure all or our recruitment/marketing team members are Public Relations Executives. For years we have expected each to be recruiters, well, we are all PR execs as well! Now, we are going to teach everyone how to be effective PR execs too.

We must arm EVERYONE to be our Public Relations Advocates!

Multiple Layers for Multiple Effects~ It’s not just Press Releases anymore

~ Recognize individuals

~Consider sharing with your contacts some ‘Did you knows’ about employees in their organization… ‘Did you now that John Doe volunteers with Habitat for

Humanity once a month? Did you know that Susie Que has donated enough blood to save 21 local lives!?’

~Identify donors that will hit gallon levels at your drives/center and ask the president/CEO/Plant mgr…to pin the Shepeard Gallon pin on the donor after they donate. Take Pics and submit to sponsor for Internal Publication also submit to PR Coordinator for Press release/Web/Facebook…table tents?

~ Reaching up

Email or write to the Mayor/ county representatives and ask them to donate at the next community blood drive in their area.

Take pictures and submit to local newspapers or magazines for publication. Be sure and post on

your web site and Face Book!

~ Get Real involved

~Join a local organization and participate at least once a month in a visible support activity.

~Become a contributing member of the local Chamber of Commerce and DO something at least once a month: Ribbon Cutting; deliver dictionaries; visit a chamber business and say Hi!

~Sponsor snack night at a Little League; donuts for Chamber meeting; Ice cream bars to the radio station for no particular reason!

~ Reeling in

~ Recruit influential followers in the community:

~Ask the Mayor to issue a challenge to community groups to have at least 5 members of each group donate at an upcoming community blood drive.

The Mayor could write a Proclamation for the group for that group contributes the most life saving blood!

~Take the local newspaper Editor to lunch WITH the Mayor, a local donor and recipient just to thank them for all they do….

~ Get the local newspaper to publish pictures of donors wearing their Shepeard shirts while on vacation… a nice twist is to suggest the donors are holding the newspaper also for tie-in…could be a local magazine publication specific to that area.

Review Last Year

1. Track last years covered activities

What was considered newsworthy

Identify trends:

Concepts/Topics

Human interest

Controversial topics

Medical interests

Point of crisis

Economic impact

Community tie in

Schools and education

Humor (Where in the world is Jay Jefferies)

Filler Space – Johnny on the spot

Include in your Tracking

~ How Frequently was each submission covered and by which media outlet and specific reporter?

~ Can you identify specific media outlets that have niches that you can target and prepare information for in the coming year?

~ Plan to follow these targeted reporters during the year and watch what stories they cover paying close attention to the “angles” approached to develop your pitches in the future.

 

Reporter

Kimberly Kane Joyce Rodgers Tom Corwin Austin RhodesMedium

WJBF TV-ABC WAGT-TV NBCAugusta Chronicle-Newspaper Talk Radio

Human Interest2/14/10 Insert your hyperlink here X

Controversial Topics

5/15/10 contact with attempt for negative story regarding Plasma centers opening in area. No story aired. L. Petersen handled initial call. X

Medical Interests

X Point of Crisis

XEconomic Impact

Community tie In

XSchools & Education

5/2/10 Insert your hyperlink here

Humor

Filler Space

X

What is Public Relations?

Traditional Definition:

The main goal of a public relations department is to enhance a company’s reputation. Staff that work in public relations, or as it is commonly known, PR, are skilled publicists. They are able to present a company or individual to the world in the best light. The role of a public relations department can be seen as a reputation protector.

Pickled Definition: RIV

STAY RELEVANT! STAY INTERESTING ! STAY VISIBLE!

Menu

~ Life Saver Basket Reminder:

Three - five business days prior to the blood drive deliver a delightful basket

of individually wrapped lifesavers to the organization. Include a sign up sheet

~ Jump start the next one:

Attend your drive and take lots of pictures of donors, while donating, registering,

refreshing, hamming it up… submit to Pam to ask Marketing Assistants to create

a collage for the back of the next table tent

~ Heart start the next one:

Attend your drive and get at least 3 TUYS!

… submit to Pam to ask Marketing Assistants to use for the next table tent…

~ Partner with Ms. Dianne to identify gallon mark donors…

Identify donors that will hit gallon levels at your drives/center and ask the

president/CEO/Plant mgr…to pin the Shepeard Gallon pin on the donor

after they donate. Take Pics and submit to sponsor for Internal Publicationalso submit to PR Coordinator for Press release/Web/Facebook…table tents?

Perfect Portion Production

~ 4 Core CommitmentsIdentify at least 1 donor each of the 4 core, per targeted sponsor and personally explain how important their donation is to patients. Get a 4X a year pledge signed.

~ 4 Core Note cards campaignPersonally pre-recruit donors from your 4 core target list Possibly write a Thank you note after the donation to request a pledge…

~ Seconds for First Time Donors Write a Thank you note after the donation to let them know how special their donation was and what it meant to a local patient

~ Lunch n laughIdentify the organization that you want to improve and take your brown bag lunch to the shift that you are targeting to improve and luch with them at the break room. Get to know your donors and find out what is important to them. Have a jumbo pack of bite sized candy bars to share. (Find out where they donate time in the community!...HINT: see Grass Roots planting and Real Involved…)

~ Buddy's BuddiesIdentify a drive that you want to issue a Buddy Challenge. Offer a free Chick-fil-A

sandwich coupon to the donor and first time donor they bring to each blood drive.* Caveat is that Maurice or you can secure the free sandwich coupons...

Grass Roots Grazing

~Reaching out

Send a handwritten note of congrats, acknowledgement, etc. to someone acknowledged

in their community newspaper, chamber or corporate newsletter. (let them know you

are watching and impressed!)

~Reaching up

Email or write to the Mayor, county representatives and ask them to donate at the next

community blood drive in their area. Take pictures and submit to PR Coordinator for

distribution.

~Awareness is real information

* Follow Local Social Networks for a particular area

* Read the paper for your counties & identify things that are important & impactful to

your sponsors/donors

Grass Roots Planting

Rolling up

Volunteer IN the community. Is there a local festival that needs assistance; an event that

needs someone to work the soda fountain; flyers posted throughout the area; a county

yard sale or library fund raiser that needs hands?

Real involved

* Join a local organization and participate at least once a month in a visible

support activity.

* Become a contributing member of the local Chamber of Commerce and DO something

at least once a month: Ribbon Cutting; deliver dictionaries; visit a chamber business

and say Hi!

* Sponsor snack night at a Little League; donuts for Chamber meeting; Ice cream bars to

the radio station for no particular reason!

Reeling in

* Recruit influential followers in the community:

*Have the local Mayor issue a challenge to community groups to have at least 5 memebers

of each group donate at community drive..group that has the most the Mayor can write

a Proclomation for that group contibuting the most life saving blood!

* Take the local newspaper Editor to lunch WITH the Mayor and a local recipient just to

thank them for all they do….

* Get the local newspaper to publish pictures of donors wearing their Shepeard shirts while

on vacation… if a Morris company add holding the newspaper…could be a local magazine

publication specific to that area.

Grass Roots Harvesting and Presentation

~ Recognize individuals

* Consider sharing with your contacts some Did you knows about employess in their

organization… Did you now that John Doe volunteers with Habitat for Humanity once

a month? Did you know that Susie Que has donated enough blood to save 21 local lives!?

~ Wall of Fame

* Is it possible to have a lifesavers wall of fame in the local Hospital Lobby…in the

reception areas of civic buildings, large businesses…

~ TUYS

* Ensure that you get a minimum of 1 TUYS from EVERY drive and at least 2 per month

for each center.

* Use the newly developed frame shells to publish these and display in the refreshing areas of

your center. And use on the backs of Table tents for drives…even in local

businesses…hospital….etc..

~ SPEAKING Engagements

* Get on the agendas of Rotary, Chamber functions, Kiawanis, and any other civic

group meeting!

Memories & Connecting Recruiter

Center County County CountyAnnual Goal

January Efforts

Feb Efforts

March Efforts

1st Qtr Results

Memories & Connecting Recruiter

Center County County CountyAnnual Goal

April Efforts

May Efforts

June Efforts

2nd Qtr Results

Grass Roots Center County County CountyAnnual Goal

January Efforts

Feb Efforts

March Efforts

1st Qtr Results

Grass Roots Center County County CountyAnnual Goal

April Efforts

May Efforts

June Efforts

2nd Qtr Results

Effective Media Interviews

~ Know who they are

~ Know their respective reporting styles

~ Know your facts

~ Give them what they want

~ Have a unique angle for EACH reporter that you speak to

~ NEVER keep the media waiting

~ Be willing to come to them

~ Always be accessible

~ Be genuine and respectful

Questions