matt tidwell-presentation to kc iabc business communicator summit 2012
DESCRIPTION
This was a presentation on the changing role of PR and corporate communications based on new drivers like transparency and Web/PR 2.0TRANSCRIPT
The Corporate Communications/PR function
Importance and Relevance for Business Leaders Matt Tidwell
Sr. Dir., Corporate Communications Saint Luke’s Health System -- Kansas City, MO
Times have changed?���You bet.
Widget, Inc.
500-employee manufacturer of injection supplies Traded on NASDAQ Non-union workforce
Suburban KC headquarters
Widget, Inc. 1998
Customers Employees
Shareholders Analysts
Beat reporters Legislators
Widget, Inc. 2012
Customers Employees
Shareholders Analysts
Beat Reporters Bloggers/citizen jours.
Social media consumers Regulators
NGO's/Nonprofits Legislators
[[Internal clients]]
So what?
Start with the premise...
• Audience analysis, the first step in planning, makes or breaks your planning process • The BEST plans pay the most attention to the audience analysis
Company
R
R
R R
R
R
R R
What else drives complexity?
Transparency PR 2.0
Content Creation
Transparency
• It’s demanded and essentially non-negotiable • PR/Corporate Communications is often the caretaker of reputation and therefore the caretakers of transparency • Private companies/organizations don’t get much of a pass
Author: MaryLee Sachs
PR 2.0
PR 1.0 (1996) PR 2.0 (2012)
News releases Engaging with communities
Spin Relevance
Speaking in messages Genuine conversations related to subject
matter of peers
Wire services Social/conversation tools and networks
Building lists Building relationships
Communicate to ______ Communicate with _______
Putting the Public Back in Public Relations, Brian Solis
According to data from Veronis Suhler Stevenson (VSS), a private-equity firm, spending on public relations in America grew by more than 4% in 2008 and nearly 3% in 2009 to $3.7 billion. That is remarkable when compared with other forms of marketing. Spending on advertising contracted by nearly 3% in 2008 and by 8% in the past year. PR’s position looks even rosier when word-of-mouth marketing, which includes services that PR firms often manage, such as outreach to bloggers, is included. Spending on such things increased by more than 10% in 2009.
- The Economist, Jan. 2010
What was that about PR as a management function?
19
THANK YOU Matt Tidwell, APR
Senior Director, Corporate CommunicationsSaint Luke’s Health SystemKansas City, MO
Email: [email protected]: @matt_tidwell LinkedIn:linkedin.com/in/mrtidwell