Eight New Practices of the New PR Champion

The Eight Techniques

of the New PR Champion

Presented By: Deirdre Breakenridge

Public Relations

Expanded!

Public relations is changing too. It’s not dead!

Our World is Constantly Changing …

PR needed a new model; a better approach to

communications in the social media landscape.


NOISE



When Traditional Meets Social Media …

A Customized Story

A Global View of Social Media …

A Global View of Social Media …

New Networks to Conquer with Purpose …

A Vast Social Media Universe …

Charting a Social Map …

Your Brand

Calling all of the Socially Career Minded…

Source: LinkedIn data and a

report by Jeremiah Owyang of

Altimeter Group

How does Social Look on the Inside?

Putting the Public Back in Public Relations Solis • Breakenridge

PR

Corporate

Finance

Customer

Service

Who Owns

Social Media?

Web

Product

Development

Sales

HR

IR

PR + PR 2.0 Creates the Hybrid / PR Champion

How the PR Champion Interacts Internally …

Facilitator/Handler Influencer/Champion

Media Relations Social Media

Moving Toward the PR 2.0 Champion/Hybrid

• Creators: make social content go.

• Conversationalists: update status

on networks

• Critics: respond to content from

others.

• Collectors: organize content for

themselves

or others

• Joiners: connect in social networks

• Spectators: read blogs, watch videos

and listento podcasts

• Inactives: Don’t participate

Climbing the Technographics Ladder …

• Strategic communicator

• Social media professionals

• Market analysts

• Web marketer

• Customer service rep

• Relationship marketer

• Viral marketer

• Listener/Conversationalist

• Research librarian

Roles and Responsibilities of the PR Champion

Roles and Responsibilities of the PR Champion

PR Expanded:

Eight New Practices …

PR Expanded: Eight New Practices …

PR Hybrid

Professional

?

?

?

?

?

?

?

?


PR Hybrid

Professional

#1 The

Policymaker

#2 Internal

Collaboration

Generator

#8

Technology

Tester

#3 Pre-Crisis

Doctor

#4

Reputation

Task Force

Member

#7 Comms

(Process)

Organizer

#6

Relationship

Analyzer

#5 Master of

the Metrics


PR Hybrid

Professional

#1

The

Policymaker

?

Measurement

of Policy

Behavior

Core Team

The

Audit

Comms Plan

for

Employees

Policy

Process

Policy

Objectives

PR Hybrid

Professional

? #2 Internal

Collaboration

Generator

Phase III

Sharing

The Plan for

Internal

Sharing

Answering

the Sharing

Questions

Phase II

Sharing

Phase I

Sharing

Research

Platforms


PR Hybrid

Professional

Tech Test

Tools for

Crisis

?

New Crisis

Measure-

ment

#3 Pre-Crisis

Doctor

Org. Chart of

Key Social

Contacts

Key Media/

Key Bloggers

Integration of

Department

Plans

Detailed

Comment

Response

Chart


PR Hybrid

Professional

The Social

Brand Police

?

Ethics

Enforcer

Head

Conversation

Tracker

#4

Reputation

Task Force

Social Media

Voice

Advocate

Relentless

Auditor

I/E

Reputation

Liaison


PR Hybrid

Professional

Community

Building

?

PR and

Marketing

Research

Reputation

Management

Customer

Service

Satisfaction

Driving

traffic and

registrations

Sales of

products and

services

#5 Master of

Metrics


PR Hybrid

Professional

Social

Network

Analysis

Software

?

Tools to

Identify

Relationship

Identifying

Influence

Charting a

Social Map

Breaking

Down the

Landscape

#6

Relationship

Analyzer

Growth of

the

Relationship


PR Hybrid

Professional

Brand

Journalism –

Owned

Media

?

Curating

Brand

Content

Focus on a

New Media

Model

Social Media

Universal

Sharing

#7 Comms

Process

Organizer

Social Media

Account

Management

Social Media

Purpose Brief


PR Hybrid

Professional

Research

Internal

Sharing

?

#8

Technology

Tester

Blogger

Influence

Monitoring/

tracking

Video Editing

and SEO

Blogging

Platforms

PR Campaign

Management

Software


New Practices Guide the Organization…

We Must Show Value …


GENERAL MOTORS:

•Launched “FastLane”

•One of the first blogs personally written by

senior executives

•Customer feedback given through a blog

saved the company $180,000/year versus

traditional focus group research

•GM experienced enormous good will with

customers speaking directly to executives


ADIDAS:

•Used social networks to

do guerrilla marketing

• Used mobile (e.g. Facebook, Twitter,

SMS) in and around NBA All-Star Game

• Increased retail sales 20x the goal in Las

Vegas (where All-Star Game occurred)


MARS/PEDIGREE:

•Integrated “Pedigree Adoption Drive”

•Pedigree created “Become a fan, help a

dog” Facebook group.

•Campaign started with 55,000 fans

•At the end, there were 1,000,000+.

•Involvement included 6,000 photos, 50

videos, 1,000’s of comments and, most

important, made donation for 1,100,000

bowls of dog food


THE MAKING OF THE PR CHAMPION

ARE YOU READY?

The PR Policymaker


The Social Media Core Team


The Audit


The Audit

What do you review in the Audit?

• Community size benchmark

• Brand guidelines

• Strategic purpose

• Levels of engagement (1 to 10)

• Type of content

• Frequency of posting

• Type of measurement


The Policy Matrix


http://www.deirdrebreakenridge.com/wp-content/uploads/2009/07/image0011.jpg

The Policy Matrix

What questions allow you to build the

Policy Matrix?

• Social media education

• Brand guidelines

• Personal vs. work statement

• Types of acceptable content and use

• Potential legal issues

• Potential IT issues

• Account management and process


http://www.deirdrebreakenridge.com/wp-content/uploads/2009/07/image0011.jpg

Internal Collaborator


Email vs. Real Time Collaboration






Pre-Crisis Doctor



The Comment Response Chart


Reputation Task Force



The Reputation Task Force Member:

• Compares sentiment on different platforms

• Reviews emotion and tone of content

• Analyzes the sentiment of competitors

• Watching closely influencer sentiment

• Tracks sentiment and ties it to public

confidence


Hybrid Pro

Ethics Brand

Police

Social

Voice

Relentless Auditor + = Member of Task Force


Master of Metrics



Inform

Inspire

Engage


Measure Over Time…


Relationship Analyzer





COMMS Organizer




Traditional PR:

• News Releases

• Newsletters

• Case Studies

• Special Events

• Speeches

• Media Kits

• Speakers Bureaus

• PSAs

• VNR

PR 2.0 (Social):

• Social Media Releases

• VNR 2.0

• Podcasts/Video Podcasts

• Blogs/Vlogs

• Word Clouds

• Widgets

• Polls

• Wikis

Digital PR


Traditional News Release Social Media Release



Sharing by Department


Universal Sharing



PR Technology Tester


The IT Department




“What Stands Between You and

Embracing the PR Champion?


NO ONE…ONLY YOU!


Thank You … Any Questions?

Please feel free to contact me.

Deirdre Breakenridge:

Email: [email protected]

LinkedIn: http://linkedin.com/in/deirdrebreakenridge

Facebook: http://profile.to/deirdrebreakenridge

Twitter: www.twitter.com/dbreakenridge

Google+: http://gplus.to/dbreakenridge

mailto:[email protected]

http://linkedin.com/in/deirdrebreakenridge

http://profile.to/deirdrebreakenridge

http://www.twitter.com/dbreakenridge

http://gplus.to/dbreakenridge

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Eight New Practices of the New PR Champion