the power of pr 11 08
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The Power of The Power of Public Public RelationsRelations
John Poole, Ohio Community Service CouncilJohn Poole, Ohio Community Service CouncilPaul Quinn, Health Policy Institute of OhioPaul Quinn, Health Policy Institute of Ohio
The Power of The Power of Public Public RelationRelationshipsships
Marketing: Marketing: ProductProductPricePricePromotionPromotionPlacePlace
Marketing: Marketing: "A philosophy or orientation for the whole business - defining the primary goal of everyone in the organization."
Public Relations:Public Relations:““A set of management, supervisory, and A set of management, supervisory, and technical functions that foster an technical functions that foster an organization's ability to strategically organization's ability to strategically listen to, appreciate, and respond to listen to, appreciate, and respond to those persons whose mutually those persons whose mutually beneficial relationships with the beneficial relationships with the organization are necessary if it is to organization are necessary if it is to achieve its missions and values.achieve its missions and values.
Consumer Decision-Consumer Decision-Making ProcessMaking Process
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AwarenessAwareness
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InterestInterest
AwarenessAwareness
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EvaluationEvaluation
InterestInterest
AwarenessAwareness
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TrialTrial
EvaluationEvaluation
InterestInterest
AwarenessAwareness
PurchasePurchase
TrialTrial
EvaluationEvaluation
InterestInterest
AwarenessAwareness
WWIIIIFFMM
WWhat’shat’sIInnIIttFFororMMe?e?
PlanningPlanning
Elements of a Communications Plan:• Situational Analysis (Context/Environmental Scan)• Stakeholders• Objectives • Strategy• Audiences• Messages • Tactics• Timeline• Issues• Budget • Evaluation
• Industry Scan
• Company Scan Strengths Weaknesses
Opportunities Threats
Key: Of all the information available, what is really important?
Key: Of all the information available, what is really important?
• Industry
Scan
• Company
Scan
Strengths-Longevity-Reputation-College of Nursing-Financial stability-Responsiveness
Weaknesses-Nursing shortage-Staff turnover
-Clinical service
Opportunities-Alternative Medicine-Specialty Services-Mergers-Growing market-Growing region
Threats-Managed care-Budget cuts-Nursing shortage-Competition-Inpatient decline
Key: Of all the information available, what is really important?
Key: Of all the information available, what is really important?
Research Research -Secondary ResearchSecondary Research-ObservationObservation-Focus GroupsFocus Groups-Surveys Surveys
SSegmentationegmentationTTargetingargetingPPositioningositioning
SSegmentationegmentationHow do you breakdown How do you breakdown the audience?the audience?
TTargetingargetingWhat audience do you What audience do you want to reach?want to reach?
PPositioningositioningHow do you present How do you present yourself in order to yourself in order to appeal to your target appeal to your target audience?audience?
BrandingBranding
Brand PromisesBrand Promises
SSloganslogans
Breakfast of Breakfast of championschampions
Just do itJust do it
Finger lickin' goodFinger lickin' good
Be all you can beBe all you can be
Let your fingers do Let your fingers do the walkingthe walking
The ultimate driving The ultimate driving machinemachine
When it absolutely, When it absolutely, positively has to be positively has to be there overnight there overnight
We try harderWe try harder
The quicker The quicker picker-upperpicker-upper
Have it your wayHave it your way
When you care When you care enough to send the enough to send the very bestvery best
You're in good handsYou're in good hands
Betcha can't eat Betcha can't eat just onejust one
Don't leave home Don't leave home without itwithout it
Good to the last dropGood to the last drop
The UncolaThe Uncola
It takes a licking and It takes a licking and keeps on tickingkeeps on ticking
Where's the beef?Where's the beef?
It's the real thingIt's the real thing
Eat FreshEat Fresh
Think outside the bunThink outside the bun
Getting Things DoneGetting Things Done
Ohio Masonic Home:Ohio Masonic Home:““Care, Concern Care, Concern and Compassion and Compassion Since 1892”Since 1892”
Freedom to Pursue Freedom to Pursue Your PassionYour Passion
Mission Statement:Mission Statement:
Ohio Community Service Ohio Community Service Council Mission Statement:Council Mission Statement:
““To foster an infrastructure that connects, To foster an infrastructure that connects, supports, and replicates effective supports, and replicates effective community service, service-learning, and community service, service-learning, and volunteer programs to: volunteer programs to: address the State's and its communities' address the State's and its communities' critical and diverse needs; offer additional, critical and diverse needs; offer additional, meaningful opportunities for all meaningful opportunities for all generations to serve.”generations to serve.”
““Strengthening Ohio's Strengthening Ohio's Communities through Communities through Service & Volunteerism”Service & Volunteerism”
TacticsTactics
EmployeesEmployees
EmployeesEmployees• AmbassadorsAmbassadors• 30-second commercial30-second commercial
Board MembersBoard Members
Community Community PartnershipsPartnerships
Media RelationsMedia Relations
Serving across the stateServing across the stateOhio leads U.S. with most projects aimed Ohio leads U.S. with most projects aimed at helping others, environment during at helping others, environment during nationwide volunteer event nationwide volunteer event Sunday, October 26, 2008 3:38 AM Sunday, October 26, 2008 3:38 AM By By Molly Willow
THE COLUMBUS DISPATCH THE COLUMBUS DISPATCH
Interview on QFM96Interview on QFM96Columbus RadioColumbus Radio
A memorial all their own A memorial all their own Vets and their families tread with tears Vets and their families tread with tears and awe on a trip to WWII shrineand awe on a trip to WWII shrine Monday, November 07, 2005Monday, November 07, 2005
Holly ZachariahHolly Zachariah THE COLUMBUS DISPATCH THE COLUMBUS DISPATCH DAYTON — In 26 years as an Air Force medic, Earl Morse cared for DAYTON — In 26 years as an Air Force medic, Earl Morse cared for hundreds of veterans, if not thousands. hundreds of veterans, if not thousands. Their sad tales often broke the retired captain’s heart. Their sad tales often broke the retired captain’s heart. But never before had it been shattered as it was when his patients But never before had it been shattered as it was when his patients spoke of the National World War II Memorial being built in Washington, spoke of the National World War II Memorial being built in Washington,
D.C.D.C.
Masonic children Masonic children welcomed home welcomed home Alumni celebrate their Alumni celebrate their common past in common past in Springfield Springfield Monday, July 03, 2006Monday, July 03, 2006Kelly Hassett Kelly Hassett The Columbus The Columbus DispatchDispatch SPRINGFIELD, Ohio — Cynthia Cameron came to the Ohio Masonic Home as a scared 6-SPRINGFIELD, Ohio — Cynthia Cameron came to the Ohio Masonic Home as a scared 6-year-old girl with only her older sister, Connie, as family. year-old girl with only her older sister, Connie, as family. More than 50 years later, she still has her sister and counts dozens more as her brothers and More than 50 years later, she still has her sister and counts dozens more as her brothers and sisters. sisters. The Westerville woman returned yesterday for the Ohio Masonic Home’s 27 th Alumni Day The Westerville woman returned yesterday for the Ohio Masonic Home’s 27 th Alumni Day
Homecoming, a reunion for people who spent their childhoods in the home.Homecoming, a reunion for people who spent their childhoods in the home.
Media Media
MediaMedia•TV = visualTV = visual•Radio = sound bitesRadio = sound bites•Print = depthPrint = depth
Media Relations:• Develop a media list• Call them• Contact names, preferred means of
contact; deadline schedule• Identify key media contacts• Establish a relationship with targeted
media• Meet quarterly with media contacts• Offer to write articles for them
Media Tips:• Never say “no comment”• If you don’t know the answer, check
and call back• We can’t control what goes in and
what stays out of the media• Have realistic expectations
Elements of news value:• Timeliness• Proximity (localness)• Importance or consequence• Trends• Prominence (high-profile people)• Rarity• Conflict• Human Interest
News Releases:• Space at top• Contact information• Double-space• Just the facts• “More” at bottom of page
Writing Tips:• KISS• The first sentence is the most important• Give specifics: who, what, where, when, how• Be factual• Short paragraphs• Simple sentences• Use attribution
InternetInternet
Take-AwaysTake-Aways
Feel the Feel the Power…Power…
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