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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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Taken from…

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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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PR Practitioners are…

Strategic AdvisorsStrategic Advisors

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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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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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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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Audiences (ISPR)• Identify• Segment/Fragment

• Demographically• Psychographically• Geodemographically• Behavioristically• Benefits

• Profile• Rank

– Audience Power Structure• Elite (Key Communicators) • Pluralistic or Diffused• Amorphous/Latent

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Reaching the Desired Outcome

• Attitude

• Opinion

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

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1-2-1 achieves Synergy

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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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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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School BlogsSocial Media = The use of technology tools for online conversations,

information sharing, and community building in text, audio and video.

• Creating a school (district) blog as the centerpiece of social media strategy

is a strategic investment in stakeholder longevity.

• School blogs help build online communities around issues of interest to

parents, students, employees, taxpayers and other stakeholders.

• Schools (districts) are discussed online, whether schools participate in

the conversation or not. To maintain credibility and support their “brand,”

schools must interact with their audiences – online.

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Why Create a School Blog?

• 21st century credibility is maintained using a 21st century tactic – online

communication

• Blogging allows a school to benefit from stakeholders’ praise to the

“world.”

• Schools can win over readers’ testimonials that satisfy their need to

demonstrate they are making a difference

• As people share their experiences with others, it builds a sense of

community that links value with your blog and brand.

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You are the Brand• Brand• Brand Equity• Brand Extension• Brand Expansion• Brand Familiarity• Brand Favorability• Brand Identity• Brand Image• Brand Insistence• Brand Loyalty • Brand Power (Brand Champions)

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Are you a brand champion?

• Brand champions deliver what they promise – and more. Schools must be brand champions.

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Remember…

Superior tactics cannot overcome a bad (business) strategy.

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And this, too…

No Planning = No Plan =

No Hope

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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.flv

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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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Questions ???

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

© 2010

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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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Website Disadvantages• Available only to individuals who have computer access• Difficulty driving audiences to website• Looks unprofessional• Frustration accessing information• Difficult to navigate• Keeping information current• Security• Broken links• Typos• No contact information• Failure to provide quick responses

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Audience Analysis/Worksheet

 1. Identify your audience.

2. Analyze your audience demographically.

3. How well does your audience understand the issues (or topics) you wish to discuss?

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Audience Analysis/Worksheet

4. What is your audience’s attitude toward your agenda?

5. What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?)

6. To what type of arguments is your audience likely to respond?

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Alternative Media• Radio• Television• Internet (and Interactive – Web 2.0/Blogs/Wikis)• iPod® (Podcasts, etc.)• Vcasts®

• Cell Phone• iPhone®

• Digital Signage• Aroma Marketing• WOMM• Silent Publicity

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Alternative Media

• Cross Platform– Print– Digital Signage– Wireless– Broadband– TV

• Convergence of Distribution – Multiple Platforms

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The Networked Age

• Cross Platform

• News/Media Convergence– Print– Digital Signage*– Wireless*– Broadband*– TV

*Formerly referred to as “Alternative Media”

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7 C’s of Communication

• Credibility

• Context

• Content

• Clarity

• Continuity and Consistency

• Channels

• Capability

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Content is crucial…

but the medium is part of the message, too! (Marshal McLuhan)

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Persuasion Pointers

• Know your audience

• Know what you can accomplish

• Anticipate objections/dispel them

• Establish mutual goals/a common ground

• Give options/choices

• Be clear

• Be familiar

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Key Communicators

• Who Needs Key Communicators?

• Who Should be a Key Communicator?

• Starting a Program

• An “Authorized Grapevine” (Consumption Pioneers – Connectors – Leaders of People – WOMMP [Word of Mouth Marketing Program])

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Real Life “Pitching”1. Evolve your media list.

2. Warm your pitch.

3. Pitch like a journalist, not a salesman.

4. Stay calm and focused.

5. Take care with multiple reporters at the same outlet.

6. Acknowledge the reporting.

7. Learn from failure.

8. Wait in the wings.

9. Respect all reporters and outlets.

10. Make personal contact.