Secrets of the Pros: 9 “PR” Tools You Can Use NOW to Drive ... · ALS “Ice Bucket Challenge” ... Lance Armstrong ... Brand damaged Whitney Business Group/MoniqueWhitney.com

Secrets of the Pros: 9 “PR” Tools You Can Use NOW to Drive SafetyMONIQUE WHITNEY, APR, MBA

WHITNEY BUSINESS GROUP

What is PR?

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

– Public Relations Society of America

Whitney Business Group/MoniqueWhitney.com

What is PR?

Organizations =

YOUPublics =

THEMWhitney Business Group/MoniqueWhitney.com

Foundation

Changing a perception

Changing a behavior


PR Campaigns You Might Know

SuccessesEllen’s “Selfie” at the Oscars Conspicuous product placement

3 million+ retweets

Worked into Ellen’s “selfie plan”

Doubled “chatter” over previous year



SuccessesALS “Ice Bucket Challenge” Doubled awareness of ALS

Raised $115 million for research

30-100% increase in ALS walks

“viral” campaign with humble beginnings



Successes#LikeAGirl Campaign Commissioned by Procter & Gamble

Transformed an insult

Designed to impact the “confidence crisis”

Long-reaching effects still to be seen



FailuresLance Armstrong No remorse

Wrong motivation for interviews

Questions still linger



FailuresNFL: Ray Rice, Domestic Violence Indications of cover up

Questionable leniency, 2 game suspension

Slow reaction

Best possible outcome: “hapless”



FailuresTarget Data Breach Crisis Didn’t break the story themselves = on the defense

False assurances vs. admit what they didn’t know

Lost customer trust

Brand damaged


PR SUCCESS VS. FAILURE

Both success and failure come down to clear, honest intention and the use of a few simple tools anyone can use.


Tool #1

The Diagnosis (research) What is the current situation?

What has been done in the past to affect change?

What has worked?

What hasn’t worked and why?

Statistics?


Tool #2

The PlanThe steps we’ll take to get from here to there:

The message

What resources we’ll use

How we will measure


Tool #2

The PlanThe steps we’ll take to get from here to there:

The message

What resources we’ll use

How we will measure


Tool #3

The Message 6 Words or Less

Memorable

Use “Real” Language

Direct and to the Point


Tool #4

The Plug “Network” your cause – build allies

“Name Drop” & “Cause Drop”

Have MANY conversations DAILY

Walk the Talk during the campaign

Tell Your Vendors, Your Family & Your Parents

“Work the Room” (whatever “the room” is)


Tool #5

The Media In this case, your media:

Company Newsletters

Company (Intranet) blogs & social

Short videos that can be shared

But use the “real” media too Assignment Desks

Reporters


Tool #6

The Publicity Stunt Generally free or inexpensive

Opportunity to be creative, use team

Use “shock and awe” – “Did you really just …?”

Fun but NOT controversial

Capture and post on Social Networks


Tool #7

Social Media Create Open or Closed Groups

Clever Hashtags #IfYoureIntoThat

Encourage real-time dialog & engagement

YouTube Channel

The less polished, the better


Tool #8

The “Human” Element “Tear jerk factor” goes a LONG way

Photos and Videos

“Against the Odds” stories

Children, pets, parents – use caution


Tool #9

The Evaluation Informal Surveys

Informal “focus groups” (water cooler)

Monitor the grape vine (discreetly)

Anecdotal evidence (what you hear)

Empirical evidence (observation)

Note what you hear/see


Summary Recommendation

IF YOU DO NOTHING ELSE: RESEARCH – support or contradict your “diagnosis” PLAN – 3 points; back of cocktail napkin is ok Pick one tool and IMPLEMENT DAILY EVALUATE outcome at least weekly – 1 result measured

well better than 3 results measured “not well.”


TO TAKE AWAY …


“We cannot solve our problems with the same level of thinking that created them.”

- Albert Einstein

Thank You!

Questions


Documents

Secrets of the Pros: 9 “PR” Tools You Can Use NOW to Drive ... · ALS “Ice Bucket Challenge” ... Lance Armstrong ... Brand damaged Whitney Business Group/MoniqueWhitney.com