PRSA International Conference 2009

It’s A Time for New and Old Friends!

Be Courteous

PLEASE turn your cell phones…ON!This is an interactive learning

experienceShare your thoughts with your

colleagues#prville

Assembly

Assembly

New PRSA Initiative

The Business Case for PR

Measure the attitudinal and behavioral impact of your public relations programs.

Sell-in public relations services to your clients or senior management.

Communicate the roles, outcomes and value of public relations.

Create a better understanding and appreciation for what we do as a profession.

Capture a greater share of your clients' or organizations' investments in marketing and communications services.

Change entrenched attitudes and perceptions about the practice of public relations.

Arm yourself with information on the latest industry research, trends and techniques.

Establish industry-specific evaluative benchmarks.

The Seven Basic Steps*

Identify your audiences/publicsDefine objectives for each audienceDefine your measurement criteriaDefine your benchmarkSelect a measurement toolAnalyze data, draw actionable

conclusions, make recommendationsMake changes, measure again

*Measuring Public Relationships, Katie Delahaye Paine

Measurement on a Shoestring

Research is criticalZoomerang, Survey

MonkeyGoogle is your best

friendRSS feedsNews/blog alertsGoogle Analytics

Photo: http://www.flickr.com/photos/psyberartist/3622995219/

The Six Steps to Establishing Trust

1. Provide advance information2. Seek the leaders input3. Listen carefully4. Change your approach based on what

you hear5. Stay engaged6. Engage others

Levels of engagement

Preclinical

Search yourcompany *name *brands*TAs *issues

Phase I

YouTubePodcasts*Affordable healthcare*Preventing disease*Chronic health problems

Disseminate information one way

Share what’s useful

Phase IIa

External blog such as company history (J&J)

Test a low-risk topic with external interaction

Listen, establish reputation baseline

Phase IIb

ADHD moms, CML Earth (Novartis), Twitter (Novo Nordisk)

Test topic of greater interest for key community interaction

Phase III

Twitter (BI) External Blog (J&JBTW)

External public/company interaction with a personal voice

Leaders: Mayo Clinic

Lee Aase

Arianna Huffington

She wore my Snuggie - that’s all that matters.

Q&A with healthcare whistleblower Wendell Potter (CIGNA, Humana)

When is enough enough?

PRSA Code of Ethics

Protect and advance the free flow of accurate and truthful information.

Foster informed decision making through open communication.

Protect confidential and private information.Promote healthy and fair competition among

professionals.Avoid conflicts of interest.Work to strengthen the public’s trust in the

profession.

Celeb-Snuggie

President Obama & Citizen’s Campaign:

Lessons Learned

Mike Smith

Public Relations is about:

Brand protection Shaping influence Crisis containment

Social Media and Sr. Execs

PR reaches the C Suite, but management doesn’t get it.

Senior management must change. Or die. Younger pros can help senior level execs adapt. Or should

they? Twinterns? WTH?

Key messages

PERSONAL• Leverage how you network.• It’s not what you know, but whom.• Learn Social Media. Now.

PROFESSIONAL• Leverage your base (key stakeholders)• Learn grassroots campaigns (populism)• Understand media cycles

Thinking Ahead

Uber Cool Tweople

@shonali @samsims @prsarahevans @derekdevries @rjdavila @aribadler @ghidotti @prprosandiego @kristk @leeodden @bobosphere @billsledzik @fiskey @garymac865 @prville

We Need Your Help