The Power of Proactive Communications
Transcript of The Power of Proactive Communications
![Page 1: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/1.jpg)
Achieving the “Holy Grail” of Communicating
and Convincing the Value of Water
*
Presented by Samantha Villegas, APR
President, SaVi PR, LLC
Wednesday, September 11, 2013
![Page 2: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/2.jpg)
*
20+ years in communications
12 in water
Accredited
Environmental focus/social marketing
Agency, government, corporate
![Page 3: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/3.jpg)
*Why keeping quiet hurts your
reputation
How to conduct outreach that yields financial results
Why communicating “at” customers will not incite support
and can, instead backfire
Why achieving widespread understanding is elusive, and
how to get it
What changes to business operations can improve your
communications success
![Page 4: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/4.jpg)
*
Why achieving widespread
understanding is elusive, and how to
get it What changes to business operations can improve your communications
success
![Page 5: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/5.jpg)
Problem 1 – Defining Value
Solution – Messaging with Context
and Relevance
Problem 2 – Strategic Approach
Solution – Following Diffusion Theory
Why achieving widespread
understanding for VALUE is elusive, and how to get it
Problem 3 – Meeting Customer
Needs
Solution(s) – Hiring for attitude, phone
technology, cross training, mobile-
ready, 21st century bill pay.
What changes to business operations can improve your communications
success
![Page 6: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/6.jpg)
*
Why achieving widespread
understanding for VALUE is elusive, and how to get it
![Page 7: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/7.jpg)
Please make me pay
more for something I
need every single day,
without a noticeable
change in quality or
service
Said No One Ever.
![Page 8: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/8.jpg)
val·ue noun \ˈval-(ˌ)yü\
something (as a principle or
quality) intrinsically valuable or desirable
a fair return or equivalent in
goods, services, or money for something exchanged
the monetary worth of
something: market price
relative worth, utility, or importance <a good value at the price>
a numerical quantity that is assigned or is determined by calculation or measurement
![Page 9: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/9.jpg)
Context Relevance
*
![Page 10: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/10.jpg)
Why achieving widespread
understanding for VALUE is elusive, and how to get it
Context
![Page 11: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/11.jpg)
*
System Failures
Droughts Economy
Woes
*
![Page 12: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/12.jpg)
*Transparency
Accountability
Efficiency
Local Control
![Page 13: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/13.jpg)
Why achieving widespread
understanding for VALUE is elusive, and how to get it
Relevance
![Page 14: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/14.jpg)
*
Specificity Connection Solution
![Page 15: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/15.jpg)
*
Community
Consequences
Partnership
Local Control
![Page 16: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/16.jpg)
*
Why achieving widespread
understanding for VALUE is elusive, and how to get it
![Page 17: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/17.jpg)
Strategies
Broadcast media
Snail mail
Newspaper advertising
![Page 18: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/18.jpg)
Awareness Interest Evaluation Trial Adoption
*
![Page 19: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/19.jpg)
*
I Innovators
Early Adopters
Early Majority/Majority
Laggards
![Page 20: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/20.jpg)
Awareness
![Page 21: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/21.jpg)
*
Why achieving widespread
understanding for VALUE is elusive, and how to get it
![Page 22: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/22.jpg)
Awareness Interest Evaluation Trial Adoption
*
![Page 23: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/23.jpg)
Awareness Interest Evaluation Trial Adoption
3-6 Months 3-6 Months 3-6 Months 3-6 Months 6+ Months
![Page 24: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/24.jpg)
*
What changes to business operations can improve your communications
success
![Page 25: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/25.jpg)
*Communicating value has
everything to do with:
![Page 26: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/26.jpg)
Water is on. Pressure is good. Tastes ok. Smells ok.
Calls are answered fast.
Money is refunded fast.
Water is tested fast.
Questions are answered completely.
Info is available 24-7 where they are (mobile)
*
![Page 27: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/27.jpg)
*
24-7 Access
Bill Payment
Call Center
Field Service
![Page 28: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/28.jpg)
*
• 24/7 Access
• Bill Payment
• Field Service
• Call Center
Training/
technology
Hire for attitude
Mobile/
social
21st century
standard
![Page 29: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/29.jpg)
*
Define value as your audience does
Communicate with context and relevance
Be deliberate and thoughtful in use of strategy, it’s not volume but the approach
Meet their needs FIRST
Investments in mobile, social, training, technology and hiring for attitude
![Page 30: The Power of Proactive Communications](https://reader034.fdocuments.us/reader034/viewer/2022052507/55901d3a1a28ab49508b47b1/html5/thumbnails/30.jpg)
*
571-577-7477