Post on 12-Jan-2015
description
West Virginia University: Cases in Public Relations ResearchDavid Geddes, Ph.D.Geddes Analytics LLC
April 2, 2013
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Agenda
Case 1Research-based corporate reputation management:
Wal-Mart
Case 2Research-based campaign development:
American Animal Hospital Association
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Learning objectives
•Cases to help understand theory
•Real research-based planning processes
•PR practice today
•Questions
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A research-based reputation management program
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What is corporate reputation?
•Good reputation
•Bad reputation
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Where does corporate reputation come from?
What they do
Reputation
Customer experience
What they say
What is said about them
Actions
Words
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What does reputation lead to?
Reputation
Relationships
Cognitions• Attitudes
• Beliefs•Perception
s• Expectatio
ns
Behaviors
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Why does reputation matter?•Stock price
•Lowers risk
•Employees
•Price premium
•Partnerships
•Support in a crisis
•And others …
•License to operate
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Reputation managementplanning process1. Define business objectives
2. Identify key audiences / stakeholders / publics
3. Determine audience-specific business outcomes and communications outcomes
4. Research
5. Develop communications strategy and tactics
6. Implement campaign elements
7. Measure, revise, and adjust strategy
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Step 1: Background and objectives
•Situation analysis
•The Wal-Mart Brand promise
▫Low prices, every day
▫Convenience
▫Quality
▫Customer service
•What lies ahead?
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Step 2: Identify key stakeholders1
Customers and prospectsCitizens
2 Local government officials3 Associates and potential associates4 Suppliers5 Financial analysts / investors6 Journalists
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Step 3: Audience-specific outcomes
Stakeholder
Outcome Business benefit
Consumers
• Shop• Preference• Loyalty• Recommend
• Increased sales• Lower customer
acquisition costs• Higher $ per
customerCitizens • Welcome stores
in community• Understand• Respect• Advocate
• Lower costs to open stores
• Access to most desirable sites
Strategic planning grids
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Step 3: Audience-specific outcomesStakeholder Outcome Business benefitLocal government
• Welcome stores in community
• Recommend• Tax benefits• Understandin
g and respect
• Lower costs to open stores
• Access to most desirable sites
• Avoid local and state regulation
Associates • Engagement• Loyalty• Pride• Recommend• Advocate / be
an ambassador
• Lower recruiting costs
• Greater retention• Productivity
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Step 4: Research designPublic Phase I Phase II Phase III
General public
Pilot surveyFocus groups
Survey(n = 1,000)
Monthly tracking (Gallup)
Local government
In-depth interviews
Survey(n = 200)
AssociatesFocus groups
Survey(n = 1,000)
Monthly tracking
(2004-2006)
Suppliers InterviewsSurvey (n = 200)
Annual supplier
conference feedback
AnalystsSurvey
(25)
JournalistsSurvey
(50)
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Step 4: Analysis
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General public / consumers
1. Good jobs
2. Good neighbor
3. Positive local economic impact
4. Local community involvement
5. Corporate citizenship
What is missing?
Step 4: Reputation drivers
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Local government
1. Taxes
2. Jobs
3. Long-term commitment
4. Positive local economic impact
5. Collaboration
6. Clean, attractive buildings
Step 4: Reputation drivers
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Associates
1. Good jobs▫ Wages and benefits▫ Good employment practices
2. Advancement / Build a career3. Treat associates like family4. Wal-Mart reputation
▫ Company governed by values▫ Excellence in retailing▫ Positive impact on the community
Step 4: Reputation drivers
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Step 5: Reputation managementMedia relations program
I started out as a part-time cashier and now I’m a Manager,” Karen Colclasure, Store Manager.
“You can feel the passion because we all love what we do. They just want to be part of the atmosphere.”
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Reputation management:Media relations program
"Theresa Barrera is a Wal-Mart Vice President in charge of the $5 billion stationery line. Wal-Mart is the nation’s largest private employer and employs 110,000 Hispanics, more than any company.”
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Step 5: Reputation managementNational advertising
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Step 5: Reputation management
•Senior executive visibility
•Local government relationships
•Internal communications
•Corporate philanthropy
•Operations
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What have we learned?
•About Wal-Mart?
•About research and planning?