How to have ‘good PR’ in 2011

Ryan Hanser, APR

What’s changing?

Who can you trust?

Influence is evolving

“Markets are conversations.”

Media influence

Six in ten get news online and offline each day.

Journalist influence

9 out of 10 journalists use corporate blogs for research2 in 3 use social networks and about half use Twitter

Online influence

Online influence?

What is ‘good PR’?

– Definition – not ‘press releases’; participation required; powerful results

– Reputation management – building/reinforcing/defending

– Issue management – identification/resolution– Relationship management – grow/maintain/end

PR ≠ Press Release

“Public relations helps an organization and its publics adapt mutually to each other.”

– Public Relations Society of America

Reputation Management

building, maintaining and defending

Issue Management

identification and resolution

Relationship management

start > strengthen > end

PR = Participation Required

“Go that way, really fast…”

Listen > Act > Speak > Repeat

Take a minute to plan…

1. What is your purpose?2. Who are your stakeholders?3. How can you connect? 4. And plan to measure!

‘To do’ list for 2011

1. Listen2. Act 3. Speak4. Repeat

1. Listen

• EASY > changing• Resources

2. Act

3. Speak up

4. Repeat

Things will go wrong…

Don’t forget!

How will you create the capacity? 1. Management2. Staffing3. Outsourcing

Hiring a PR firm?

Questions?

Ryan Hanser, APR515.224.1086

ryan@hanser.com