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?