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Anatomy of Public Relations

from

The Public Relations Practitioner’s Playbook

M. Larry Litwin, APR, Fellow PRSA

© 2010

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Taken from…

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for...

Professor Ziegler’s

Wilmington University

class

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PR Is...

• “This is who we are;

• What we think about ourselves;

• What we want to do; and

• Why we deserve your support.”

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You Talk – We Listen

Hearing vs. Listening

There is a reason why we have two ears and one mouth – we must listen twice as

much as we speak.

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Public Communication• Public communication is at the heart of our economy,

society and politics. Studios use it to promote their films. Politicians use it to get elected. Businesses use it to burnish their image. Advocates use it to promote social causes.

• It is a field built on ideas and images, persuasion and information, strategy and tactics. No policy or product can succeed without a smart (strategic) message targeted to the right audience in creative and innovative ways at the ideal time using the proper channel. The ability to communicate this way – to communicate strategically – is what Public Communication is all about.

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M AC Triad

M

+P+T

A C

M =M essage A=Audience C =C hannel P=Purpose T=T im ing

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MAC Triad Plus cont.

• Informization– Disseminating information (message) to

target audience through the proper channel at the best possible time.

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Advertising is Synergy

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Public Relations…

(Not paid – Uncontrolled)

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Public Relations…

A tool of leadership!

[a seat at the table]

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Public Relations 101

• Management and counseling function• Enables organizations to build and maintain

relationships• Through an understanding of audience

attitudes, opinions and values• Planned, deliberate and two-way• Conscience of organization• Overseer of brand/reputation• Relationship management

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Public Relations

A management function that helps organizations and their publics mutually adapt to one another.

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Public Relations DefinedA management functionA management function

evaluates public attitudesevaluates public attitudeswhich

identifies the policies and proceduresidentifies the policies and proceduresand

an organization with the public interestan organization with the public interestof

executes a program of action (and communication)executes a program of action (and communication)and

earn public understanding and acceptanceearn public understanding and acceptanceto

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Public Relations Management Process

Identification of policies and procedures

Identification of policies and procedures

Determination and evaluation of public

attitudes

Determination and evaluation of public

attitudes

Development and execution of the

program

Development and execution of the

program

PRPR

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Traditional PR Perspective

CustomersCustomers

EmployeesEmployees

InvestorsInvestors

GovernmentGovernment

CommunityCommunity

SuppliersSuppliers

Public Relations

Department

Public Relations

Department

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PR Practitioners are…

Strategic AdvisorsStrategic Advisors

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Edward Bernays’ Public Relations Functions

• To interpret the client to the public, which means promoting the client

• To interpret the public to the client, which means operating the company in such a way as to gain the approval of the public

• To act as a public service• To promote new ideas and progress• To build a public conscience

Crystallizing Public Opinion – 1923

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Ivy Ledbetter Lee’s Public Relations

Principles1. Tell the truth

2. Provide accurate facts

3. Give the public relations director access to top management so that he/she can influence decisions

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PR Counselors must possess…

• Loyalty

• Judgment

• Trust

• Ethics

• Integrity

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Managing Public Opinion

Public relations practitioners…

– Assess public opinion

– Influence public opinion

It is our responsibility to MANAGE public opinion!

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ABCs of Strategic Communication

• Anticipate

• Be Prepared

• Communicate Clearly, Concisely,

Consistently, Calculatingly,

Completely (Specifically and Simply)

Open, Honest, Thorough, Valid

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Double Bottom Line

• First Bottom Line– Build Relationships

• Second Bottom Line– Profit – or, accomplish your Goal

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Triple Bottom Line

• Pat Jackson’s DBL – plus:

• Third Bottom Line– Revenue>Controlled Costs=Profit

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Fraser Seitel’s “Real” Bottom Line of PR

• “Our fundamental role in PR is to defend and promote and enhance and sustain the reputation of our organizations.”

• “Our job in PR is to help ensure that that objective is achieved…through proper performance – effectively communicated.”

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How are Bottom Lines Achieved?

? ? ?

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Reaching the Desired Outcome

• Attitude

• Opinion

Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome

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Public Relations is Synergy

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PR-Pie

• Purpose

• Research

• Planning

• Implementation

• Evaluation

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Two-Way Communication Model

Sender>>>Message>>>Receiver ^ V

^ Noise V

^ Noise V

^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V

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PR Plan/Roadmap

• Goal

• Objectives

• Strategies

• Tactics

• Tools

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Superior tactics cannot overcome a bad (business) strategy.

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No Planning = No Plan =

No Hope

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Synergy

The whole is greater than the sum of its parts

orThe whole works better than

any one of its parts.[To achieve our goal, we should

achieve synergy.]

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Synergy’s Parts

• Advertising• (Sales) Promotion*• Public Relations* • Direct Marketing• Cause Marketing• Sponsorship (Partnering)

Marketing• Positioning (Place)* • Personal Selling* • Price*

• Product itself*• Packaging* • Policy*• Politics* • Mind Share (Brainstorming – Intellectual Property)• Brand Identity• Interactive

* Litwin’s 9 P’s of Marketing

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Public Relations is Synergy

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Litwin’s 9 P’s of Marketing = Synergy

• Product• Place (Positioning)• Price• Promotion (Sales)

• Public Relations• Personal selling• Policy• Politics• Packaging

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7 C’s of Communication

• Credibility

• Context

• Content

• Clarity

• Continuity and Consistency

• Channels

• Capability

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Cutting Through the Clutter

Using

NSPRA National Seminar – 2010 M. Larry Litwin, APR, Fellow PRSA

© 2010

“Word of Mouse”

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Web 2.0

Doing what We Do even better…using participatory (social)

media.

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First of Many Examples

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Discussion Points

• Social Media via YouTube®

• http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=channel

Social Media Revolution.flv

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OK!

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You just need to...

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WHY USE SOCIAL MEDIA ?

Drives Authenticity

Drives Authenticity

Measures Return of Investment

Measures Return of Investment Produces Common

ThreadsProduces Common

Threads

Builds Brand Loyalty

Builds Brand Loyalty

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Point of Emphasis

• Today, there are more media channels and content streams competing for your target audiences’ attention than ever before. The key to success is to focus on the appropriate medium that will carry your message to your target audience efficiently and effectively – and – at the right time (aperture). 1-2-1 “marketing” (IMC/ “Word of Mouse”) ties your communication messages together with a consistent look, feel, tone and message that support your strategic communication efforts and makes your message more effective and efficient.

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Another Point of Emphasis

• Social media IS participatory media and

“Word of Mouse”

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The Future is Now

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More Discussion Items• YouTube®

• Blog• Inline attachments• Podcasts• Vcasts• Twitter®

• Info Snacking• Texting/SMS• BBMing • Websites (Disadvantages – later)

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More Discussion Items• Flash mobs• Cell phone audio tours• Disruptive technology• Google Docs• Blasting• ListServ• Ink Jet printing• Viral marketing• RSS Feeds• Podcasts offer flexibility to reach “on-the-go staffers”• By Lindsey Miller• PepsiCo’s “Sound Bites” deliver 7-minute updates and

interviews of interest to employees.

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Two-Way Communication Model

Sender>>>Message>>>Receiver ^ V

^ Noise V

^ Noise V

^ Noise V ^ V ^ <<<<<<<<Feedback<<<<<<< V

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Web 2.0 and Social Networking Strategies

• Users add value

• Two way communication – participation not publishing• Technology is used to create and diffuse new knowledge• Spontaneous collaborative work• Online content is the start of group-level work• Perpetual beta• Online content is generated by many people• Faith in the community• Connections are the new king, although content still matters• Word of Mouse marketing (WOMM)• Web as platform: anytime, anywhere access

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Three-Step vs. Two-Step Flow

Three-Step Flow1. Credible endorser*

2. Key communicator

3. (Targeted) publics

*Source credibility

Two-Step Flow1. Mass-media

message carrier

2. (Targeted) publics

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Three-Step vs. Two-Step vs.

One-Step Flow

or

1-2-1From organization directly to

(Targeted) publics

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Power of 1-2-1

How street vendors are using Twitter to drive offline traffic sales.flvHow street vendors are using Twitter to drive offline traffic sales.flv

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Apps

• http://www.youtube.com/watch?v=kkcJvKt-zbA&feature=related

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Examples start here…

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PR News Has Gone Social

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1:1 (or 1-2-1)

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There is L.L. – in RED

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Inline 1-2-1

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Inline (1-2-1) Attachment

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Inline 1-2-1

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Inline – Less formal

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1-2-1 (1:1) – Inkjet

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1-2-1 (1:1) – Inkjet

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1-2-1 (1:1) – Inkjet

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Twitter® Messages

• Found this by Googling myself. One never knows what one will find when one does that. Check this out . http://bit.ly/bByUbh*

*http://thefirepio.com/2010/05/10/what-is-public-relations/#more-833

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Power of “Word of Mouse”

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Found on Google®

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TweetDeck®

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TweetDeck® – It’s portable

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Social Media Rankings

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Social Media Specialist: Melissa Jones

01 - Track 1.mp3

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NewBalance RUN-dezvous

• 250,000 active users• 86% returned at least once• 57% came back nine times or

more• More than 1 million Acebacks

(rewards) earned by consumers playing the game

• The idea behind the campaign was: “spend some time with us, have fun and get the product for free.”• Lazerow socialized the campaign by making challenges an important part of the game. “Which Facebook friend is the best runner?”

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Info Snack

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Info Snack

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Full article

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Full article – Page 2, etc.

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Effective 1-2-1

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Keeping Current

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The Future is Now

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What’s on YOUR mind???

• Understanding the MAC Triad Plus P&T• Audiences and messaging• Media challenges• Reaching Key Communicators and others

(niche audiences)• “Pitching”• 7 C’s of Communication• 6 C’s of Writing• Prepping the “C” suite

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Questions ???

M. Larry Litwin, APR, Fellow PRSAlarry@larrylitwin.comwww.larrylitwin.com

© 2010