Click to edit Master title stylesmart. creative. connected.

GABLE PR | 591 Camino de la Reina, Suite 730 | San Diego, CA 92108 | 619-284-1714 | www.gablepr.com

Managing for Results:

Client Service in PR 2.0, 3.0 and Beyond

Counselors Academy, May 13, 2011

Click to edit Master title styleSystems for Success – Perfecting the Team Approach for 35 Years

“The PR Client Service Manual – Managing for Results”

• Strong research• Brainstorming• Core values• Image as a part of corporate strategy• Clear positioning, differentiation• Strategic planning• Horizon management• Implementation• Measurement, analysis• Adjustment, course corrections• Continuous improvement• Repeat

Click to edit Master title styleStrategic Thinking

Click to edit Master title styleWhat has changed in the past decade?

Client needs Media universe Technology Economy Budgets Accountability Deadlines Strategies Tactics Tools What else?

Click to edit Master title styleWhat hasn’t changed?

Need for strategic thinking Need for authentic counsel Need for creativity Need for cost-effective execution Ability to manage complex programs Ability to embrace new technologiesAbility to be intuitive, empathetic Need for superior reporting systems Ability to deliver clearly superior results What else?

Click to edit Master title stylePR: the Ultimate Platform For Building Image, Reputation

• The Internet of Communications• Solid, Authentic Foundation• Traditional Methods• Layering on New Applications• Leveraging Off Other Platforms• Connecting in New Ways• Moving Perception, Behavior

Click to edit Master title styleStart Here: Strategic Planning

• Synchronized to support client business goals• Clear differentiation• Multiple target audiences• Pro-active media relations• Social media integration• Special events• Breakthrough promotions• Cause marketing• Community relations• Trade relations• Investor relations• Speaking engagements• Conferences, trade shows• Crisis PR and issues management

Click to edit Master title styleThe Discovery Process

• Core values, attributes• Personalities, visionaries• Major milestones• Competitive landscape• Media opportunities• Creative news hooks• Compelling trends• Government and related factors• Existing buzz (news feeds, trackers, Twilerts)• Testimonials, case histories, success stories• The external audit

Click to edit Master title style

New Levels in Client Bonding

Click to edit Master title styleBonding with Clients in PR 2.0

• Fast start strategy• Contribute to the learning curve• Internal audit• Competitive research• Authentic counsel• Creative• Intuitive, empathetic• Uber-responsive• Results focus

Click to edit Master title styleYour PR NN

Click to edit Master title styleMasters of the Communications Universe

• A robust arsenal of tools and tactics• The power to change perceptions, behaviors• Position new companies, markets, industries• Reposition companies that have become stuck• Launch new products, services• Build brands• Disrupt a market, pre-empt the competition• Manage a crisis• Counter-attack• Frame new issues• Drive value• And so much more!

Click to edit Master title styleRecycled

Click to edit Master title styleMedia Disintermediation and the Rise of the PR Publisher

• PR as content developer• Creative director• Our own editorial calendars• Controlling multiple channels• Bypassing the media filters• Building trust, credibility• Advancing education, knowledge• No-hype approach to PR

Click to edit Master title styleBuilding Buzz

Click to edit Master title styleCommunications at the Speed of Light

• The two-second news cycle• Procedures and protocols• Training, rehearsal• Strategic overlay• Authentic, factual, trustworthy• Visionary• Consistent tone, themes, values• The human voice• Tracking, course corrections• Avoid the instant response

Click to edit Master title styleContinuous Creative, Breaking News

• Team brainstorming• Trend-spotting• News monitoring• Breaking news triggers• HARO and ProfNet• News trackers (Topics, Competitors, etc.)• Twitter tracking• Media tips• Repurposing speeches, seminars, programs,

reports, research• Guerilla marketing

Click to edit Master title styleNew Ways to Measure Success

• Client expectations, metrics• Previous tools• Benchmarking• Quantitative results (impressions, friends,

followers, links, hits, click-throughs; trends; videos; Tweets; blog posts; photos; text messages; versus competition, etc.)

• Qualitative Results (Content analysis; positioning; share of voice; positive, neutral, negative coverage and the trend line; etc.)

• Other

Click to edit Master title styleWhat’s Next?

• New layers of digital tools• Driving faster actions• New management, planning skills• More accountability• Connecting with the C-suite• What else?

Click to edit Master title styleMore Than 30 Years of Creativity, Innovation, Results

The team at Gable PR has provided strategic programs for some of Southern California’s most important economic, business, cultural, civic, community and educational initiatives, plus implemented complex and creative programs for regional, national and international clients.

The agency has built image and awareness for new developments, organizations and institutions; launched new products; helped start-ups gain reputations and grow; promoted breakthroughs in life sciences and technology; generated buzz for new destinations; educated millions about important regional issues; built and rebuilt reputations; positioned and repositioned non-profit organizations and universities; managed media relations for international corporations; and stopped crises in their tracks. Agency programs have earned the highest honors in the PR profession and helped clients of all sizes and needs succeed. Areas of expertise include:

• Pharmaceutical, Biotech, Medical Device Companies• Destinations and Attractions• Major Real Estate Developments• Technology Startups• Lodging and Hospitality• Transportation (Rail, Highway, Transit, Airports)• Health Care Organizations, Institutions• Cultural and Educational Organizations and Institutions• Crisis PR, Issues Management

Click to edit Master title styleContact Information

Tom Gable

CEO

Gable PR

591 Camino de la Reina, Suite 730

San Diego, CA 92108

Phone: 619-284-1714

Email: tom@gablepr.com

Web: www.gablepr.com

Twitter: tomgable