Planning, managing PR campaigns, PRecious Communications

Planning and Managing
Successful PR Campaigns
@larsv

We are a boutique agency made up of highly adaptive,
responsive and self empowered people. Each of our team
members have a strong background knowledge in a specific
industry on top of public relations experience. As a team, we
aim to provide our clients the best working experience
through active listening and understanding of needs.
© PRecious Communications 2015 2
About Us

What we do
Summarise
and
present the
outcome
Execute
required
ideas
Propose
relevant
ideas
Understand
a partner’s
PR needs
Social media
Press releases
Events
Interviews
Newsletters
Integrated
Marketing
Comms

Partners we have worked with

The PRecious Team

A Short Introduction
March 31, © PRecious Communications 2015 6
• International communication and social media expert, with over 15
years of industry experience in public relations and corporate affairs for
global and regional heavyweights as well as local brands in B2B and
B2C with a focus on technology.
• As former Executive Director at global agency Hill+Knowlton, I am
heavily experienced in growing, managing, and leading global brands’
reputation across industry sectors in traditional and digital media
environments.
• Worked with global tech brands such as AT&T, Huawei, McAfee, Tata
Communications, VMware and other leading technology brands.

© PRecious Communications 2015
Discussion in small groups
What is the biggest PR related
challenge you face today?
Welcome!
7

Day 1
1) Understanding Public Relations
2) Objectives and Stakeholders
3) Generating Your Ideas
4) Getting Your Story Out
5) Managing Your brand through PR
Day 2
6) Traditional Media
7) Communications Trends
8) Press Conferences
9) PR Measurement
10) Crisis Management
Our Programme
March 31,

Session 1:
Understanding Public Relations
• Why and when companies need public relations
• The scope and role of public relations in an organization
• The art of reputation management
• Branding & PR

What are some brands that
inspire you—and why?
What is branding?

1 in 4
million
What is branding?

What is branding?

1 + 1 = 2.5
What is branding?

20 vs 5
What is branding?

911
What is branding?

2,000
What is branding?

4,000
What is branding?

700,000
What is branding?

6,000,000,000
What is branding?

What is branding?
20,000,000,00
0

What is Reputation?
The beliefs or opinions that are
held about someone or
something by the community or
general public
= perception
[rep-yuh-tey-shuhn]
28

What is Reputation?
“A brand is owned by
the company, while
reputation is owned
by stakeholders”-
Reputation Institute
29

Reputation & Brand
When it comes to telling a
brand’s story, what do you
think are the main
challenges?
30

Public Relations
So… what is public
relations?
31

Public RelationsAdvertising
Brand Reputation
“I HEARD HE IS A
GREAT LOVER.”
[Adopted from “The difference between marketing, pr, advertising & branding”]
32

Public relations
The long and the short of
public relations:
Building or maintaining an organization’s
relations with its various stakeholders (groups
of people who are important to it)
33

Public Relations
Remember: Most times, PR works indirectly…
Where does
PR sit in an
organization?
34

Public Relations
Why PR?
• Two- way communication.
• More cost effective as compared to other forms of communication.
• Perception of an impartial opinion and reviewed in the media.
• Essential tool in business growth.
• Reputation and credibility as important as product and support.
• Messaging helps to position the company/brand/products, conveying its key
attributes and value proposition.
35

Public Relations
Important!
Your message to your
target audiences
36

Public Relations
So…
what is a public relations
campaign?
37

Public Relations
Campaigns are… like projects:
• Contributing to the organization’s overall objectives
• Aimed at achieving specific goals
• Defined budget and time frame
• Coordinated and intentional
38

Public Relations
Do remember any specific
public relations
campaigns that impressed
you?
39

Quick Recap: What did you learn from Session 1?
Understanding Public Relations
Why and when companies need public relations
The scope and role of public relations in an organization
The art of reputation management
Branding & PR

Session 2:
Objectives and Stakeholders
• Aligning a public relations strategy with business objectives
• Translating objectives into targeted outcomes
• Identifying your audience
• Applying creativity to messaging
• Establishing credibility through third party endorsement

Aligning PR Strategy and Objectives
Too many communicators
work very hard on tactics…
…that DON’T support corporate goals!
42

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper
43

• Make business GOALS your communications goals, then
develop STRATEGIES:
44

• Conduct a gap analysis to understand your benchmarks and
to decide what are your priorities
• Choose metrics to measure the results
45

• You can’t manage what you don’t measure
• What impact do your programs have – what are the results?
46

• Example: Bicycle Manufacturer
47

48

49

Now it’s your
turn for a
campaign:
1) Pick one of
these 3
strategies
– and form
groups
2) Work out a
brief
campaign
What you
should cover:
• Theme
• Audience
• Media
• Tactics
You got 20
minutes

Stakeholder Mapping
Stakeholders
Resellers
and providers
Regulators
CEOs and
CTOs
Government
Potential
customers
Media
Customers
• Webinar
• Media
• Blog
• Speaking engagement
• Media
• Round tables
• LinkedIn
• Media
• Round tables
• Workshops
• Gatherings
• Media
• Round tables
• Blog
• Media
• Webinar
• Conferences
• LinkedIn
• Community (website)
• Content advertising
• SEO
• Social media
• Blog
• LinkedIn
• Twitter
• Facebook
• Media
• Blog
• Webinar
52

Brand Reputation
“I HEARD HE IS A
GREAT LOVER.”
[Adopted from “The difference between marketing, pr, advertising & branding”]
53
Now it’s your turn:
• Think about your own
organization
• Who could be impactful
3rd party endorsers
You have 5 minutes, then
we will share.

Endorsements
Stakeholders
Resellers
and providers
Regulators
CEOs and
CTOs
Government
Potential
customers
Media
Customers
• Webinar
• Media
• Blog
• Media
• Round tables
• LinkedIn
• Media
• Round tables
• Workshops
• Gatherings
• Media
• Round tables
• Blog
• Media
• Webinar
• Conferences
• LinkedIn
• Content advertising
• SEO
• Social media
• Blog
• LinkedIn
• Twitter
• Facebook
• Media
• Blog
• Webinar
54

Growing Evernote in
South East Asia
In November 2012, PRecious
Communications managed Evernote’s
Smart Notebook launch in Singapore and
Malaysia
Campaigns Objectives
• To launch Evernote brand
• build brand awareness in South East
Asia Market
Action
• Built an integrated outreach programme
focusing on the idea of digital ‘marrying’
analog note taking
• Invite digital influencerrs
Results
• Coverage on CNBC, Computer World,
CIO-Asia, CNet, ThumbsUp © PRecious Communications 2015 55
Case Study:
Cloud Service

Objectives and Stakeholders
Aligning a public relations strategy with business objectives
Translating objectives into targeted outcomes
Identifying your audience
Applying creativity to messaging
Establishing credibility through third party endorsement

Session 3:
Generating Your Ideas
• Thinking out of the box to get noticed
• Generating attention grabbing ideas
• Scale your competition
• Raising the credibility of your story
• Ensuring your story is pertinent to the publication
• Your target audience – Who and Where

A history of PR campaigns
Example: Bacon ‘n’ Eggs
• Survey of more than 5,000
doctors in the early 1920s -
convince Americans that a hearty
protein-rich meal was
recommended first thing in the
morning
• From 1919 until 2011, egg
production has skyrocketed from
1.6 billion to an Egg McMuffin-
worthy 6.5 billion.
Source: PR Web / PR Daily – [Infographic] Top PR Campaigns - History

Content Strategy and Creation
Why should people listen?
• Connects people, gets people engaged and interested
• Brings real personality to what it is you do
• Brings your business alive
Why
How
What
Adapted from: Golden Circles by Simon Sinek
Everybody knows what
your organization does
Most organizations know
their USPs, value
proposition
Very little organizations
know their core beliefs—
what drives your
organization?

Content Strategy and Creation
Important!
Your message to your
target audience
Your… products, offers, service, people
Industry… trends,
news, data,
advice
E.g. Technology,
legislation,
competition
60

• Why should you identify key differentiators?
– Defines your position in the market/industry among
competitors
– Also referred to as Unique Selling Proposition (USP)
• It should be unique, measurable
and defendable
• Answers the question of
“Why should I purchase the
product/service from you versus
other similar alternatives?”
Your Key Differentiators

Knowing Your Audience
Who
• (Potential)
customers
• Suppliers
• Advertisers
• Media
• Financial bodies
• Regulatory and
government bodies
• Industry groups and
other networks
What
• Age
• Gender
• Occupation or
qualification
• Geography
• Socio-economic
group
• Family structure
• Lifestyle
How
• Choice of words
• Use of jargons and
technical terms
• Tone
• Focus
• The design and feel
of the
communication
• The medium used
63

Knowing Your Audience
• Bios on their social networks.
• Deeper look into the things that they value most highly about themselves.
How Do They Describe Themselves?
• Best time to post.
When Are They Most Socially Active?
• For example, rapper 50 Cent, tweeted about a company he’d invested in. His series of
tweets bumped up the value of the company he promoted by 240%.
Whom Do They Listen To?
• Learn about their interests, dig deeper into the kind of content they want by the networks
they favour.
What Content Do They Want?
64

PR Campaign Planning
65
Steps What it is about Remarks / sources
Business Goal Summary of the challenge(s)
you’re addressing
How does it relate to your
business objectives
Communications
Objectives
What do you want to achieve
and how to measure
What exactly do you want
to do and why
Strategies & Key
Message(s)
Methods you choose to convey
your story
What’s your overall story
Target Audiences The types of people you want to
reach out to
e.g. customers,
regulators
Tactics & Ideas How you want to bring your
message across
Brainstorming, research
Channels (Media) Specific publications / programs
/ channels
By demographics or
geography
Execution Details Timelines, resources
65

PR Campaign Planning
66
Steps What it is about Remarks / sources
Business Goal Summary of the challenge(s)
you’re addressing
How does it relate to your
business objectives
Communications
Objectives
What do you want to achieve
and how to measure
What exactly do you want
to do and why
Strategies & Key
Message(s)
Methods you choose to convey
your story
What’s your overall story
Target Audiences The types of people you want to
reach out to
e.g. customers,
regulators
Tactics & Ideas How you want to bring your
message across
Brainstorming, research
Channels (Media) Specific publications / programs
/ channels
By demographics or
geography
Execution Details Timelines, resources
66
What are typical business
goals?

• Business Goal:
– Sell more Palm Centro phones
• Communications Objectives:
– Introduce lifestyle & non-tech media influencers
– Attract fashion phone upgraders
– Encourage Palm handheld users to change to a smartphone
• Measurement Metrics:
– Outputs:
• Number of articles
• Audience reach
– Outtakes:
• How favourable is the device viewed by the media
• Is the coverage on message
– Outcomes: Number of phones sold
• Result:
– Close to 80 articles; most positive (rest neutral); nearly all on message
Case Study:
Electronics
Palm Centro
Launch
67

68
• Business Goal:
– Sell more Palm Centro phones
• Communications Objectives:
– Introduce lifestyle & non-tech media influencers
– Attract fashion phone upgraders
– Encourage Palm handheld users to change to a smartphone
• Measurement Metrics:
– Outputs:
• Number of articles
• Audience reach
– Outtakes:
• How favourable is the device viewed by the media
• Is the coverage on message
– Outcomes: Number of phones sold
• Result:
– Close to 80 articles; most positive (rest neutral); nearly all on message
Case Study:
Electronics
Palm Centro
LaunchKey Message A Key Message B Key Message C
It’s time for a
smart decision
Easy-to-use – not
just ‘another’
computer
Increasing
personal
productivity on
the go
Choosing the Centro is the
ultimate smart decision for
fashion phone upgraders
who want both style &
smart phone
functionalities
Through it’s intuitive user
interface and the
combination of touch
screen and keyboard, the
Centro is the ideal partner
for young, energetic and
sociable users who want a
smart phone to organize
their lives and
relationships on the go
Messaging, email, built-in
capabilities to view & edit
documents and access to
over 20,000 applications,
makes the Centro THE
customizable mobile
companion for dynamic
junior- to mid-level
professionals to help them
managing their busy work
and social live
Tone Analysis
No. of
Positives
No. of
Neutrals
No. of
Negatives
On-Message Analysis
23
3
No. On Message
No. Not On Message

Exercise: PR Campaign
69
Steps Details
Business Goal Leverage the hosting of the Southeast Asia games in
Singapore to drive visitor numbers and top events hosted
Communications
Objectives
Position Singapore as global sports hub and garden city to
attract visitors and interest global events
Strategies & Key
Message(s)
Target Audiences
Tactics & Ideas
Channels (Media)
Execution Details
1) Form 3 teams
2) Develop 2-3 Strategies
You have 15 minutes

Generating your ideas
Thinking out of the box to get noticed
Generating attention grabbing ideas
Scale your competition
Raising the credibility of your story
Ensuring your story is pertinent to the publication
Your target audience – Who and Where

Session 4:
Getting your story out there —
How to get noticed
• PR and storytelling
• How to tell a story
• Formats of storytelling
• How to pitch your story to the journalists
• Why me why now?

Storytelling
Why do we “storytell” in PR?
• Storytelling works because it stimulates more areas of
the brain than simply listing facts.
• Research tells us that when we listen to a story, our brain
experiences it first-hand.
• Storytelling allows us to connect with our audience and
capture their attention.
72

Storytelling
How to tell your story
1. The idea behind the story conveyed in a few words.
2. Communicating your story.
3. Graft powerful words together that pique emotion, stimulate
a need, elicit a vision, and produce engagement.
4. Deliver the right content at the right time.
5. Share your content through multiple channels.
6. Be honest with your supporters.
73

Curiosity
• Content that reveals
secrets.
• E.g.: Product leaks.
Motivation
• Content that reminds
us that dreams can
come true.
Against the odds
• David vs Goliath.
Small is beautiful,
big is advantage
• Content that reminds
us what we do matters.
Affirmation
• Content that confirms
our assumption.
Sensationalism
• Content with
unexpected twist.
Feel good story
• Content that tells a
great story.
New discovery
• Content that
challenges our
discovery.
Transformation
• Content that inspires
us to action.
How to tell your story - Angles

Press
Release
Whitepaper Interview
Holding
Statement
Byline
Article
Photo Story
Round
Table
Event Research Comment
? Case Study Blog Post
Opinion
Piece
Video
Keynote
Address
Review
Programme
Exclusive Infographic
Backgroun
d Talk
PR Stunt Advertorial
Press
Conference
Survey
Media
Advisory
How to tell your story - Formats

Storytelling
Win at media relations
• Look at which journalists have written about your competitors.
• Send journalists compliments, notes, ideas, feedback.
• Don't underestimate the power of in-person meetings with
journalists.
• Use current events as hooks to breaking news and inject your
ideas into a breaking news stories.
• Understand what writers do and what outlets they write for.
76

Storytelling
Why me? Why
now?
77

Everyday in Singapore, six people are diagnosed
with a blood related disease such as leukaemia that
requires a blone marrow or blood stem cell
transplant. The BMDP is responsible for building
and managing Singapore’s only register of
volunteer donors who are willing to donate their
bone marrow to save the lives of these patients.
Objective
• Create awareness for Singapore’s Bone Marrow
Donor Programme (BMDP),
• Encouraging people to sign up as donors.
Action
Pitch the positive, life-changing impact in the lives
of patients and their families story of a patient and
her donor to various print, broadcast and online
media around the idea of giving the gift of life.
Results
Interview on 938Live (radio), The Straits Times and
Shin Min newspapers (print), Yahoo (online) and a
video feature done by the Singaporean of the Day
project (online).
Story Telling Case Study:
Non-for Profit

Getting Your Story out there
PR and storytelling
How to tell a story
Formats of storytelling
How to pitch your story to the journalists
Why me why now?

Session 5:
Managing your brand through PR
• Promote key messages, differentiate the brand and enhance
reputation
• Using internal experts to address customer pain points
• Getting started on thought leadership with a strong foundation
• Thought leadership platforms on mainstream and social media

Content, content, content
• Brands are getting desperate for content
81

Content Planning Example
82

Who is your message for?
MEDIA
Employees –
current and
potential
Advertisers
Businesses
YOU
Print
Industry
Local
authorities
National
Newswires
Broadcast
International
Regional
Sharehold
ers
Customers
Retailers
and
Distributors
NGOs /
Interest Groups
Financial
Analysts
Primary
stakeholders
83

Giving Substance to the Message
(Message)
SOCO
Facts
Statistics
Research Anecdotes
AnalogiesExpert opinion
Graphics
Personal
experiences
84

Your Message House
SOCO
(Single Overriding Communications
Objective)
Message 1 Message 3Message 2
85

What’s in it for your audience?
• A udience: What are they most
concerned about?
• I ncentive: How will they benefit?
• M essage: Is your message credible? Will
it compel and persuade?
86

Multi-Platform Outreach
• Is your content relevant?
• Is your content released at the right timing?
• Who are the relevant (media) channels to reach
your audience?
• What’s the right content and timing for each
channel?
87

Multi-Platform Outreach
• Is your content relevant?
• Is your content released at the right
timing?
• Who are the relevant (media)
channels to reach your audience?
88

THOUGHT
LEADER?
THOUGHT
LEADERSHIP?
• WHAT IS A THOUGHT LEADER TO
YOU?
• WHAT IS THOUGHT LEADRSHIP
TO YOU?
FOOD FOR THOUGHT..
89

A thought leader is an individual or firm that prospects, clients, referral
sources, intermediaries and even competitors recognise as
one of the foremost authorities in selected
areas of specialisation, resulting in its being the go-to
individual or organisation for said expertise.
Russ Alan Prince and Bruce Rogers, authors of Profitable Brilliance
A thought leader is a person who identifies trends,
common themes and patterns within a particular
industry or functional area of expertise to help others identify new
opportunities or solutions for growth.
Glenn Llopis, thought-leadership, human capital and business strategy consultant
What is a… Thought Leader
90

Thought leadership should be an entry point to a relationship. Thought
leadership should intrigue, challenge, and
inspire even people already familiar with a company.
It should help start a relationship where none
exists, and it should enhance existing relationships.
Daniel W. Rasmus, author of Listening to the Future
What is a… Thought Leader
91

Source: Forbes.com, Dorie Clark
How to become a… Thought Leader
92

1.Start with one thing
2.Ride a growing wave
3.Expand your empire
4.Go where the people are
How to become a… Thought Leader
93

Thought Leadership
• Using internal experts to address customer
pain points
− Listen to gaps in the industry conversation and identify
key areas of confusion / hot topics
− Leverage in-house data to fill in gaps in customer
dialogues
− Give solutions to customer problems
− Help them overcome obstacles
94

Thought Leadership
• Using internal experts to address customer
pain points
− Listen to gaps in the industry conversation and identify
key areas of confusion / hot topics
− Leverage in-house data to fill in gaps in customer
dialogues
− Give solutions to customer problems
− Help them overcome obstacles
95
Who would be experts in
your organization?
What should they talk
about?

Thought Leadership
• Media positioning: Distinguishing your brand
• Stay ahead of the curve
Who could be
experts outdide
your
organization?
What should
they talk about?

What would be
suitable
platforms?
98

Managing your brand through PR
Promote key messages, differentiate the brand and enhance
reputation
Using internal experts to address customer pain points
Getting started on thought leadership with a strong foundation
Thought leadership platforms on mainstream and social
media

Session 6:
Traditional Media
• Paid / owned / earned media
• Targeting different types of journalists: beat reporters, desk editors, wire
reporters, print, TV, etc.
• Forging lasting relationships with key media players
• Managing the often contentious relationship between PR and journalists
• Increasing engagement levels with journalists through exclusive content
• Ethical issues in having relationships with the media

An additional sphere for your biz
101

Content Management
• Brand Advocacy
− News agenda tracking
− From content creation to creation of value
− Creating community around topics or issues
102

Media Relations
• What’s your (exclusive) angle?
• Can you handle the spotlight?
• What’s your spokesperson’s preferred setting?
103

Matching Influencers to Topics
104

What does the media really want?
Bridging the Gap
Media and Blogger Engagement Survey
Brought to you by:
105

# Question Not
Important
Somewhat
Important
Important Highly
Important
1 Headline should be within 10-15
words and tell the key news.
0.00% 10.87% 34.78% 54.35%
2 It is more important to have a strong,
relevant story hook in the first
paragraph rather than ticking off the
usual what / when / where / how etc.
4.35% 15.22% 36.96% 43.48%
3 The total length of the media release
should be within 500 words.
15.22% 26.09% 39.13% 19.57%
4 The media release should include
quotes from relevant spokespeople.
15.22% 32.61% 36.96% 15.22%
5 The release should come together
with biographies of the
spokespeople quoted.
28.26% 28.26% 36.96% 6.52%
4. How important are the following attributes in a press
release?
Close to
90%
80 %
106

release?
# Question Not
Important
Somewhat
Important
Important Highly
Important
6 A direct contact with email and
phone number should be included
for every media release.
4.35% 6.52% 17.39% 71.74%
7 Language of the media release
should be suitable for the target
audience in terms of tone, jargon
etc.
0.00% 17.39% 39.13% 43.48%
8 Avoid marketing talk and quotes that
are hardly encountered in real life.
6.52% 15.22% 39.13% 39.13%
9 There should be minimal formatting or
restrictions for media releases so as
to enable easy editing (e.g. no PDF).
10.87% 21.74% 36.96% 30.43%
10 With quotations, photographs of
spokespeople should be included
along with the media release
document as separate files.
17.39% 23.91% 39.13% 19.57%
Over
80%
Close to
80%
Over
75%
107

release?
Close to
85%
# Question Not
Important
Somewhat
Important
Important Highly
Important
11 For statistics, infographics should be
included along with the media release.
13.04% 21.74% 43.48% 21.74%
12 Let others talk about your company or
product - include quotes from third parties
like customers or industry experts.
17.39% 32.61% 47.83% 2.17%
13 The story should include links to additional
information like previous releases,
backgrounders etc to provide context.
8.70% 21.74% 45.65% 23.91%
14 For product releases, the focus should
be on differentiators and customer
benefits instead of just features.
0.00% 15.22% 43.48% 41.30%
15 There has to be more than just text, ideally
with videos, photos or infographics
included.
10.87% 15.22% 45.65% 28.26%
108

On a slightly lighter note…
112

Traditional Media
Paid / owned / earned media
Targeting different types of journalists: beat reporters, desk editors, wire
reporters, print, TV, etc.
Forging lasting relationships with key media players
Managing the often contentious relationship between PR and journalists
Increasing engagement levels with journalists through exclusive content
Ethical issues in having relationships with the media

Session 7:
Understanding
Communications Trends
• How technology and social media have changed PR
• Understanding multimedia journalism
• Shifting from platform centricism to customer centricism
• The rise of alternative media outlets
• The role of social media

Brand Reputation
“I HEARD HE IS A
GREAT LOVER.”
[Adopted from “The difference between marketing, pr, advertising & branding”; Now with Social Media Marketing]
Social Media Marketing
115

Source: What happens on the Internet every 60 seconds - Rosa Golijan

The BIG Cultural Dilemma
Be (Seen) Innovative –
But Please Don’t Take Any Risk, Use Only Proven Methods
118

[Brands] have to surprise me, not only meet
my needs, but anticipate my needs.
By using social media exclusively, I think the
company has to
answer me whenever I have a question,
enlighten me whenever I complain,
and thank me whenever I compliment
them.
Source: The Language of Love in Social Media - Firefly Millward Brown
Customers are demanding
119

The BIG Cultural Dilemma #2
• From natural respect to
suspicion
• Are you approachable?
• Why would people want to
connect with you?
120

Source: Digital Life 2011 - TNS
32%
11%
13%
45%
What are people saying?
121

Communications Perspectives
Social or not, it’s about relations
122

How technology has changed PR
Everything Changes
It’s about two-way
conversations
You’ve to deal with more
channels
We HAVE to listen and
understand what’s said!
What about those negative
comments and posts?
The game get’s so much faster
Nothing Changes
You’ve to manage relationships
So it’s wires, print, broadcast –
and social media
You already: monitor and
analyze your media coverage
Not every negative comment
means a crisis
Already forgot newswires?
Look at trends over time
123

Social Media: Where to Start?
Two things might help:
1. The inequality of the web
2. The concept of target media
124

Listening
90-9-1 Principle: The Inequality of the Web
Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute
125

Are you catching the long tail?
• How many relevant social media sites are there?
• How many should—or simply, can—you monitor or
even measure?
126

What is a community?
Groups of people who…
• Share a common passion, interest, or
objective
• Come together to learn from each other
• Want to do something together
An interactive group of people joined
together by a common topic or interest
127

WHY
HOW
WHAT

129
• Business-to-business shipping company.
• 420,000 fans on Facebook and a comprehensive presence on 9
other platforms in less than 11 months (now over 2 million).
• Facebook
– Reach out to followers which include NGOs, employees, potential
employees, competition, suppliers, regulatory bodies.
• Twitter
– Journalists following us and can see when they download their press
releases from Twitter.

130
• LinkedIn:
– “serious professional forum” where they company can have conversations
with customers.
– bring together shipping experts to discuss issues like piracy, trends affecting
the container industry and innovation.
• Google+ Hangouts
– Hold smaller press briefings when the company is launching new initiatives.
• Own website dedicated to social media.
“ Social media is about communication, not marketing. It’s about
connecting and engaging, not about pushing your products….
We never thought of it as a campaign, but rather as a way of
being, a presence.” - Jonathan Wichmann, Maersk Line’s Head of
Social Media
130

Source: Your Social Media Marketing in 5 easy steps - Jasmine Sandler, ClickZ
• Your business model, mission, products and services, target audience, current marketing efforts
Step 1: Create Your Executive Overview Business Plan
• Validate a new product or service using social as a research platform.
• Develop buzz and interest around a new product.
• Engage users in social to generate relevant and targeted traffic to your site.
Step 2: Define Your Specific Social Media Goals
• Create and implement a voice that resonates with your specific target audience.
• For each audience type, break down and research age, income, location, and reasons for
possibly buying your products/services.
Step 3: Find Your SMM Voice
• Facebook, Twitter, LinkedIn, YouTube and many more. Look at social tools statistics. e.g:
Demographics
Step 4: Choosing Your Social Tools Appropriately
• Your frequency of content delivery & response to social engagement.
• Your types and specific topics for content creation.
• Ways to increase audience engagement.
• Events that can drive social.
• Your social success metrics
Step 5: Plan & Execute Content & Delivery
132

Challenge within Organizations:
Who‘owns’ Social Media?
• The lines between PR and marketing are blurring.
• “Turf battles” are evident.
• Ownership of social media and blogging still undecided.
• Benefits and communication measurement provides
common ground.
133

Understanding communiations
trends
How technology and social media have changed PR
Understanding multimedia journalism
Shifting from platform centricism to customer centricism
The rise of alternative media outlets
The role of social media

Excurse:
Integrated Campaign Old Spice

Excurse:
Agency Relations

Session 8:
Press Conferences
• Press conference dos & don’ts
• What journalists want out of your press conference
• Handling tricky situations

139

Small group discussion
What is your main concern about
running a press conference?
140

Small group discussion
What defines success for a press
conference?
141

What journalists want
When a reporter asks you a
question…
142

Answerperson vs Spokesperson
Answerperson
• DEFENSIVE
• Responds PASSIVELY
• Answers the MEDIA
• Low energy
Spokesperson
• PROACTIVE
• On message
• In control
• HIGH energy
• This is your brand!
143

How does he come across?
144

145

Basics:
• Location
• Time
• Material
What do they need?
• Think print
• Think photo
• Think broadcast
Expert level:
• Media needs guidance / context
• Key: A strong MC

• Make it easy and convenient (eg for AV)
– Offer sound feed and power plugs
– Make it visual (backdrop, photo opportunities)
– Provide camera teams with good sight-lines
– Think about possible noise disturbances (planes, construction, AC)
• Media material (Press Kits)
– Press release, fact sheet, bios, visuals, contact
• Think about the location and room
– Convenience and size
• Proceedings
– Opening statements, MC, clear agenda
– Time for Q&A
– Factor in time for briefings and FAQ
– What’s next (follow ups)?!

Handling Tricky Situations
Bridging phrases
• “What I really want to stress
is…”
• “The main is…”
• “We may be overlooking the
fact that…”
• “Another important point…”
• “Let’s put this into
perspective…”
• “That’s not the issue. The real
issue is…”
• “What people want to know is…”
• “I don’t know about that, but I do
know…”
• “It boils down to this…”
• “We prefer not to speculate,
but…”
148

Bonus:
The Art of Blocking and Bridging
Block Bridge Communicate
No, that is
inaccurate
This is what actually
happened, let’s put
things in perspective…
Key Message
That is an area
outside of my
authority
But I can tell you
this….
Key Message
It’s not our policy to
operate in that way
We took the following
approach…
Key Message
We prefer not to
speculate
At this stage all we
can say is……
Key Message
149
149

Press Conferences
Press conference dos & don’ts
What journalists want out of your press conference
Handling tricky situations

Session 9:
PR Measurement
• Managing what you measure, identifying the right objectives
• Output vs. outtakes vs. outcomes / awareness – opinion –
behaviour
• PR is always comparative: What’s your benchmark?
• Social media ROI: Measuring your online success

Why measure media?
Quick question: Why do you
want to measure?
152

Why measure media?
• What key initiatives did you drive?
Reason 1: Outputs. Demonstrate the value of PR
• How do you connect with publications & journalists, campaigns?
• What's your brand perception?
Reason 2: Outtakes. Plan & evaluate communications activities across
channels and markets
• How do your results relate to the budget allocation? Do you measure KPIs linking PR to
business results? Whatis the value PR adds to your organization?
Reason 3: Outcomes. Strategic communications
• What's happening in the industry, with my clients?
• Is there a crisis?
• Are there issues?
Reason 4: Radar. Discovering opportunities and threats
153

Alignment
Aligning measurement with business objectives
• Managing what you measure, identifying the right
objectives and setting smart goals
• Too many communicators work very hard on tactics… that
DON’T support corporate goals!
154

Output / Outtakes / Outcomes
• Output
− What is generated as a result of a PR program or campaign
• Outtakes
− What audiences have understood and / or heeded and / or
responded to
• Outcomes
− Quantifiable changes in awareness, knowledge, attitude,
opinion, and behavior levels
155

Too dry,
too
theoretical,
too
complicated?

Won 6 games
Won 5 games
8 goals scored
16 goals scored
7 matches
played
7 matches
played
OUTCOME
METRIC
has to answer
“So what?”
OUTTAKE
METRIC
OUTPUT
METRIC
ACTIONGOAL
2010 World
Champion
Win matchesScore goalsPlay in the final
round in South
Africa
Become
the best
country
WORLD CHAMPION
3rd Place
How to translate this to PR?
Example: Football Worldcup
157

Output / Outtakes / Outcomes
Typical metrics
GOAL ACTION
(INPUT)
OUTPUT
METRIC
OUTTAKE
METRIC
OUTCOME
METRIC
Has to answer:
“So what?”
Sales
Leads
Place product
reviews
Initiate speakers
program
Proactive blogger
outreach
# meetings
# of speaking
engagements
# of blog mentions
# of reviews
# of media contacts
made
# of news releases
sent
% awareness of your
brand
% considering your
brand
% preferring your
brand
# of requests for
information
158

Benchmarking
Who are they
talking about?
What are topics/
issues discussed?
How good is your
brand image?
How is your media
footprint globally?
159

Benchmarking
What are trends in
traditional vs. social
media?
Who is writing
about you?
What are
keywords of your
brand coverage?
160

Media Analysis
Stop confusing ROI with results, and measurement with
counting:
“Measurement is not counting. Or monitoring. It is not the number of
followers, friends, rankings, or scores. Measurement is a process that
requires you to compare results against something—either with your
competition or with your results over time. You note the change, analyze the
reasons why, and improve your program accordingly.”
Source: Stop confusing ROI with results, and measurement with counting, KD Payne
161

Myth: Are you sure you mean ROI?
. . .
RETURN ON INVESTMENT
162

. . .
RETURN ON ATTENTION

. . .
RETURN ON ENGAGEMENT

. . .
RETURN ON TRUST

. . .
RETURN ON PARTICIPATION

ROI is a business metric
Can you connect your PR investments ($$$ ) with
the financial impact, e.g. sales or savings ($$$)?
ROI =
COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
167

Two Core Metrics
1. Influence
2. Engagement
Sources: Social Media Metrics
168

Ratings worth monitoring
• Blogs
• Facebook
• Twitter
• Youtube
169

PR Measurement
Managing what you measure, identifying the right objectives
Output vs. outtakes vs. outcomes / awareness – opinion –
behaviour
PR is always comparative: What’s your benchmark?
Social media ROI: Measuring your online success

Session 10:
Crisis management and
contingencies
• Crisis preparedness
• During crisis
• Post crisis

What is a reputation?
The beliefs or opinions that are
held about someone or
something by the community or
general public.
172

What is crisis?
• unexpected
• creating uncertainty
• seen as a threat
173

Nestlé's social media crisis
Nestlé
unwillingly put
public attention
to Greenpeace's
video campaign
175

Nestlé
unwillingly put
public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile photos
to anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
176

Nestlé
unwillingly put
public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile photos
to anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
Nestlé: “To repeat: we
welcome your comments,
but please don't post
using an altered version
of any of our logos as
your profile pic--they will
be deleted”
177

Nestlé
unwillingly put
public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile photos
to anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
be deleted”
Now it even went worse with all
kinds of criticism, allegations and
simple insults being posted (e.g.
bottled water dispute in the US,
“killing babies”…)

Nestlé
unwillingly put
public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile photos
to anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
be deleted”
Key learnings:
Control? You never
had it.
Don't use lawyers to
take things off the
Internet
Admit it, stop it, and
apologize. FAST!
Customers criticizing
you are telling you
something very
valuable

Nestlé
unwillingly put
public
attention to
Greenpeace's
video
campaign
Activists
change their
Facebook
profile photos
to anti-Nestlé
slogans and
start posting
to the Nestlé
fan page
be deleted”
Key learnings:
Control? You never
had it.
Don't use lawyers to
take things off the
Internet
Admit it, stop it, and
apologize. FAST!
Customers criticizing
you are telling you
something very
valuable
What are your
Rules of Engagement?
A crisis response protocol?
How fast can you react?
Who decides?

Crisis Fundamentals
Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
YOU?
182

Emergence:
Issue gets
public
Spreading:
Growing
interest
Establishment:
Full crisis
Erosion:
Relevance
declines
Potential:
Known areas
YOU?
183
When a crisis happens:
Get it fast,
Get it right,
Get it out, and
Get it over!
Your problem won’t improve with age.
N. Augustine, CEO Lockhead Martin
Time is crucial for managing risk as
it allows you to stay in the ‘driver
seat’
Crisis Fundamentals

What is a crisis?
• What constitutes a real crisis
• Scenario planning (internal / external)
• Business continuity vs communications
• Assessing potential crisis issues (audit)
• Crisis-management team responsibilities
• Setting up emergency communication plans (internal /
external; channels)
• Regular checks, updates, refreshers
• Activation plans (e.g. for external partners)
184

Crisis Preparedness
By the time you hear the
thunder, it’s too late to build
the ark.
185

Listening
How to be a good listener
• 99% noise

During Crisis
Before the crisis: Be prepared for everything!
• How to identify and prepare for different scenarios? What could be the
critical decisions and the right people pre-authorized to make them?
• How should your activation plans look like; who would need to get
involved in your crisis team for which scenario?
• Developing a crisis handbook as your first-stop manual with basic
scenarios and prepared reactions – drafting a first response checklist
• Why a social media crisis plan should be at the TOP of every brand and
organization’s to-do list, before they begin to market on social media
187

During Crisis
Size doesn’t matter
A failure to engage a captive and influential audience represents an utter
misunderstanding of the power that online communities wield in crisis.
What Got You Here, Won’t Get You There
It is essential to at least assuage consumer fears by acknowledging the
problem and affirming that all that can be done is being done
You Can Not Advertise Out of Crisis
Traditional advertising and brand/reputation management cannot work in a
galaxy where crisis moves at the speed of light.
188

Sorry seems to be
the hardest word…
• Don't RE-act right away
• Acknowledge - Don't be angry
• Admit the mistake and apologize
• Take ownership
• Ask for forgiveness and make the needed changes – use the
magic words: “I’m sorry” and “thank you” [or at least a “we feel
terrible about this”]
Source: When You're Wrong, Say You're Sorry - SOLUTIONS: Social Media
189

Post Crisis
Recovery
• Downsizing the crisis team & media centre
• Keep spokespersons on alert
• Changing your story
• Diligent media monitoring
• Starting the “back-to-normal” plans
• Work on crisis management does not stop when the noise ends
• Continue to cultivate your KOLs, monitoring social media activity for signs of
further flare ups, and following up with your consumers
• Having a ready-react-recover program
190

Case study: #RaceTogether
http://www.marketing-interactive.com/starbucks-race-together/
191

When written in Chinese the word crisis is composed of two characters.
One represents danger, and the other represents opportunity
John F. Kenney - 1959
192

Crisis management and
contingencies
Crisis preparedness
During crisis
Post crisis

Our Programme
March 31, © PRecious Communications 2015 194
Day 1
1) Understanding Public Relations
2) Objectives and Stakeholders
3) Generating Your Ideas
4) Getting Your Story Out
5) Managing Your brand through PR
Day 2
6) Traditional Media
7) Communications Trends
8) Press Conferences
9) PR Measurement
10) Crisis Management

What we do
Summarise
and
present the
outcome
Execute
required
ideas
Propose
relevant
ideas
Understand
a partner’s
PR needs
195
Social media
Press releases
Events
Interviews
Newsletters
Integrated
Marketing
Comms

Global connections through a worldwide
network of experts
Hub-and-spoke
approach:
Using Singapore as a
base to reach out in a
tailored approach to
other target markets.
196

Thank You
Lars Voedisch
Email. lars@preciouscomms.com
Tel. +65-3151 4760
PRecious Communications Pte Ltd
21 Club Street, #02-11
Singapore 069419

Planning, managing PR campaigns, PRecious Communications

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