what is public relations?
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What is the difference between public relations and advertisingTRANSCRIPT
Public Relations Overview
Copyright BPR 2010
Who Am I?• Peter Boyes,MPRiNZ, APR• Regional Chairman of the Public Relations Institute of
New Zealand PRiNZ
• One of the relatively few APR accredited PR
practitioners in New Zealand and sit on the APR examining panel.
“APR is an international mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice, and who are selected based on broad knowledge, strategic perspective, and sound professional judgment.”
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Who Am I?
• Trained UK medical journalist in England working for Deputy Prime Minister Michael Heseltine
• Moved into public relations counsel 30 years ago• International director in a specialist division at Burson-
Marsteller responsible for a number of award winning pan-European and North American communications programmes for a range of blue chip companies
• Established the healthcare division for Porter Novelli in Auckland six years ago
• Established Auckland office of Government relations specialists Senate three years ago
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• Set up own consultancy four years ago• Work closely with a number of New Zealand
organisations since settling here
PHARMAC
Eli Lilly
Life Pharmacy/Care Chemist
Abano Healthcare
RMIA
GlaxoSmithKline
Novartis
Who Am I?
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Who Am I?
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What’s the difference?• Corporate PRStrategic
Brand & Corporate ID
Group Issues
Investor Relations
Trade Associations
Stock Exchange
CEO Profile
Sponsorship
Reactive
Long term view
• Consumer PRTactical marketing
Retail
Product issues
Third party endorsers
Key opinion leaders
Consumer media
Specific spokespeople
Publicity events
Proactive
Short term sales
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PR ROI
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PR ROI
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AT&T’s marketing mix analysis revealed that the number of new long-distance customers attributed to advertising was equal to the number delivered through public relations.What’s more, the PR generated customers came at a cost that was one-sixth of advertising’s. Further, good PR was found to buoy all other forms of marketing: when company news was positive, the effectiveness of advertising, out-bound telemarketing, in-bound-telemarketing and direct marketing (DM) were boosted.
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ATT Research: OTM (outward bound telemarketing, ITM (inward bound telemarketing)
PR ROI
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PR ROI
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PR ROI
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PR ROI
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What PR Can Do
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• Increase share of voice in a competitive marketplace
• Prepare a market for a new product/indication
• Raise awareness of a particular solution
• Educate a target audience about new purchasing behaviours
• Reach a highly defined target audience
• Extend interest to new audiences
• Create product differentiation
• Influence decision makers
• Add value to other marketing activities
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What PR Can’t Do
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• Correct a justifiably earned bad reputation
• Deceive your customers
• Misinform your customers about a product
• Conjure up magic data
• Control the media
• Stifle competitor activity
• Cover up serious corporate errors
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• To position chiropractors as leading advisors on health and wellness care and those who are members of NZCA are supported by intensive training and ongoing professional education.
• To persuade decision-makers in New Zealand that regular chiropractic care is integral to New Zealanders’ health care and wellness plans and ensure that it is recognised as the most effective and cost efficient health regime.
• That NZCA chiropractors are seen as the preferred, first choice providers of chiropractic services in New Zealand
Communications Objectives
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• Develop a sense of identity for the NZCA brand in New Zealand
• Develop advocates and champions (for chiropractic generally and NZCA in particular
• Communicate NZCA success stories to key stakeholders via broad spectrum and targeted media
• Manage key issues affecting NZCA where appropriate
Communications Strategy
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• To `own’ a series of health concepts in New Zealand • To see a significant level of editorial and key opinion
(KOL) discussion of NZCA• To encourage the required level of professional
membership of NZCA • To develop compelling brand messages that will
complement and inform all NZCA marketing activities and relationships
• To establish NZCA spokespeople’s credentials • To establish distinction from other healthcare providers
especially online
Critical Success Factors
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Our PR so far
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• http://www.voxy.co.nz/national/school-backpacks-damaging-our-children039s-spines/5/37121
• http://www.stuff.co.nz/life-style/wellbeing/3288827/Kids-crushed-beneath-backpacks
• http://nz.news.yahoo.com/a/-/top-stories/6754553/chiropractors-issue-warning-over-childrens-backpacks/
• http://www.wanganuichronicle.co.nz/local/news/big-bags-ruining-our-kids-spines/3909544/
• 7,000 current online references
Coverage
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Our PR so far
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Coverage
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Our PR so far
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• http://nz.news.yahoo.com/a/-/top-stories/7035045/chiropractic-care-could-make-labour-easier-study/
• http://www.voxy.co.nz/national/chiropractic-care-could-make-labour-easier-study/5/44325
• http://www.odt.co.nz/lifestyle/health/100770/chiropractic-care-could-make-labour-easier-study
• http://www.scoop.co.nz/stories/GE1004/S00030.htm• http
://au.news.yahoo.com/a/-/newshome/7035045/chiropractic-care-could-make-labour-easier-study/
• http://nz.news.yahoo.com/a/-/latest/7035045/chiropractic-care-could-make-labour-easier-study/
• http://business.scoop.co.nz/2010/04/08/research-on-chiropractic-for-pregnant-women/
Coverage
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Key Messages 1. The New Zealand Chiropractors’ Association is the country’s only
voluntary, self-regulating, supervisory body serving both the chiropractic profession and the general public.
2. The purpose of the NZCA is to maintain industry standards, liaise with various government and health bodies and to be a professional voice for chiropractic.
3. Only accredited and appropriately qualified chiropractors are members of the NZCA and are permitted to use the letters MNZCA following their names.
4. The NZCA is a strong believer in ongoing professional development and encourages all members to participate in post-graduate and continuing education activities.
5. Choosing a chiropractor who is a member of the NZCA is the safe and trusted choice for those seeking professional chiropractic services.
6. The NZCA aims to educate the general public on the benefits of continued chiropractic care as part of an overall preventative health and wellness programme.
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Social Media
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Social Media
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Social Media
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10 Golden Rules of PR
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• Work hard on the understanding process – both at the outset and throughout the relationship.
• Trust your Consultant/Consultancy. Don’t keep unnecessary secrets that will hinder the relationship or the quality of their advice.
• Involve them at an early stage in any activities that will require their support – last minute briefing usually means lost opportunities.
• Make sure they are helped to work in harmony with other communications suppliers and with any of your own staff important to their work.
• Ensure your top management are aware of the PR goals and are committed to their achievement.
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10 Golden Rules of PR
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• Plan and manage all PR activities carefully, but be prepared to act quickly when the Consultant/Consultancy advises you it is necessary.
• Provide a clear understanding of the limits to their brief and when there is a need to go to a higher authority.
• Conduct regular and honest reviews of progress and achievements to ensure the relationship continues to flourish.
• Agree what constitutes success from the programme and measure the results constantly against the criteria agreed.
• Accept that success or failure belongs to the whole team and that the Consultant/Consultancy cannot be expected to deliver unaided.