our strategic recommendations for pr at publix...online reputation management (orm) crisis...
TRANSCRIPT
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Our Strategic Recommendations for PR at Publix
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JS VALUES
WE TELL THE TRUTH.
WE WORK HARD.
WE RESPECT EACH OTHER.
WE WORK TOGETHER AS A TEAM.
WE ARE OF THE HIGHEST INTEGRITY.
WE HAVE FUN.
WE ALWAYS LOOK FOR A BETTER WAY.
OUR AIM IS EXCELLENCE.
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PROMISE
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Our Brand, Activated
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LOS ANGELES
DALLAS
HOUSTON
NASHVILLE
SPARTANBURG, SC
ATHENS, GAATLANTA
NEW YORK
DETROIT
SAN FRANCISCO
SEATTLE
QUAD CITIES, IA
OUR AGENCY PRESENCE
SAVANNAH, GA
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SOME OF OUR CLIENT FAMILY
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FUNDAMENTALS OF PUBLIC RELATIONSMEDIA RELATIONS | CRISIS COMMUNICATIONS
COMMUNITY RELATIONS | SPEAKERS BUREAU DEVELOPMENT
SPEAKER AND MEDIA COACHING | SOCIAL MEDIA
INFLUENCER RELATIONS | EVENTS
MEASUREMENT AND ANALYTICS | VIDEO STORYTELLING
ADDITIONAL SERVICESDIGITAL STRATEGY | EMAIL MARKETING
CONTENT MARKETING | WEB DEVELOPMENT
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PROMISE PURPOSE PROACTIVE PROTECT PARTNERSHIP
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PURPOSE
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CORE INSIGHT
BUILDTHE BASE
EMBRACE THE NEW
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THE PESO PRINCIPLE
DisplaySearchPaid SocialLead GenContent Amplification
Word of MouthMedia RelationsBlogger / Influencer RelationsDigital PRReviews & Testimonials
Social Media PlatformsPartnerships/SponsorshipsCo-Branding OpportunitiesOnline Reputation Management Influencer Engagement
WebsitesCustom PortalsMobile AppsContentVideo
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THE CHICKEN WIRE
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THE CHICKEN WIRE
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PROACTIVE
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OUR PROACTIVE RECOMMENDATIONS
Integrate, distribute and amplify content surrounding core narratives
Leverage national and trade media relationships
Utilize process and create annual plan for sustained coverage and ongoing measurement
Stay nimble, capitalize on trends and inflection points, deploy more experts and personalities
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OUR APPROACH
1. RESEARCH
2. STRATEGY
3. OBJECTIVE SETTING
a. identify KPIs and benchmarks
4. STORYMINING
5. CONTENT DEVELOPMENT
6. CONTENT DEPLOYMENT
a. media pitchingb. social postsc. web/blog/newsroomd. influencer outreache. amplification
7. ANALYSIS
8. INSIGHTS AND RECOMMENDATIONS
9. OPTIMIZATION
repeat
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OUR APPROACH - WHAT MAKES A GOOD STORY
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SUPERMARKET TRENDS
Total food spending increased 3.7% annually from 1991 to 2014, but sales among food retailers rose just 2.2% annually in that period.
Spending on food away from home reached $821 billion in 2017, compared with $818 billion on food eaten in the home.
Currently, online grocery sales account for around 5% of the market. Most retail analysts predict that online grocery sales will increase to 20% or more by 2025.
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THE GO-FORWARD
Introduce Publix to food and retail reporters who are consistently writing stories about the things you’re already doing
Leverage status as one of the best places to work, year in and year out
With GreenWise Market, tap into the trend of grocery stores becoming purveyors of healthy, local foods, social hubs
NOW
SOON
BUILD
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STRATEGY FOR YEAR-ROUND COVERAGE
FOOD PEOPLE COMMUNITY
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1
ASPECTS JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
FOOD
Food and Product Trends
Food Sourcing / Partners / Farmers
Organics / Naturals
Grocery Store of the Future
PEOPLE
The Butcher, The Baker…
Local Profiles
Executive Positioning
COMMUNITY
Publix Serves / Local Giving
Conservation / Recycling
New Market / Concept Grand Openings
New Year, New Foods Farm Fresh Summer Superfoods Harvest Season Season’s Eating
(specifics to be established in the final plan)
(specifics to be established in the final plan)
Delivery Check-out Tech Evolution of Buying Behavior Retail and Digital Innovations
What’s New 2019: butcher, baker and deli
Lighten Up w/Produce Mgr / Ntl Pie Chmpship
What’s Trending in Wedding Cakes Harvesting with our Produce Mgr / Recycling with the Pharmacist
Holiday Food Harmful to Pets
Mr. George Gold Coin
(specifics to be established in the final plan)
(specifics to be established in the final plan) Feeding America
2019 Pledge Earth Day Water BTS Recycling Food Waste
Holiday Conservation
(specifics to be established in the final plan)
EXAMPLE OF YEAR-ROUND CALENDAR
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FEEDING AMERICA CAMPAIGN
MEDIA RELATIONS
EXCLUSIVE RIDE-ALONG
INFLUENCER RELATIONS
SOCIAL MEDIA
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CFA SCHOLARSHIPS
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HOW TRADE MEDIA PAID ATTENTION AGAIN
CASESTUDY
Results
Maximized return by optimizing media inquiry responses
● 53% increase in placements in trade outlets since 2015
● 66.9+ million impressions (395% increase) since 2015
Increased media pickup of owned content● 100% positive/neutral sentiment in 2017 & 2018
Prioritized core themes and deployed experts● 70% of trade show interviews resulted in
coverage (up from 56% in 2015)
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Results
2017 Rattiest Cities covered by Jimmy Kimmel Live! and The Daily Show
Generated 3.1 billion impressions over the life of the campaign
More successful every year
Now have inbound inquiries for the lists beforethey are released
MINING DATA FOR MEDIA COVERAGE
CASESTUDY
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OUR APPROACH
1. RESEARCH
2. STRATEGY
3. OBJECTIVE SETTING
a. identify KPIs and benchmarks
4. STORYMINING
5. CONTENT DEVELOPMENT
6. CONTENT DEPLOYMENT
a. media pitchingb. social postsc. web/blog/newsroomd. influencer outreache. amplification
7. ANALYSIS
8. INSIGHTS AND RECOMMENDATIONS
9. OPTIMIZATION
repeat
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OUR APPROACH
7. ANALYSIS
8. INSIGHTS AND RECOMMENDATIONS
9. OPTIMIZATION
Identify Goal
KPIs
Benchmarks
Extract, Analyze, Report
Insights and Recommendations
Optimize
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MEASUREMENT
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PROTECT
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OUR PROACTIVE RECOMMENDATIONS
Anticipate and categorize challenges
Determine operational and philosophical position
Create a well-defined team
Prepare and execute cross-functionally
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FROM BLACK BOX TO GLASS BOX
78% feel it’s important for companies to be transparent
81% feel companies should take a stand to create social change
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CRISIS TEAM
Daily Report’s “Top Legal PR Firm” (six years running)
Launched and lead PROI Americas Crisis Network
30CRISIS SPECIALISTS
9 FORMER JOURNALISTS
24-7-365 ROTATIONAL ON-CALL
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CLARITY AND INTEGRITY - WE TELL THE TRUTH
THE THREE S’s Speed of ResponseSubstance of Message Strength of Spokesperson
IDENTIFY, CATEGORIZE, PLAN, PRACTICE
CONNECTOR
FULL-SERVICE RESOURCE (image TBD - could use one of the team from the website)
CRISIS APPROACH
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ON-CALL CRISIS ASSESSMENT & RESPONSE
VULNERABILITY AUDITS
ISSUES MANAGEMENT PLANNING
SOCIAL MEDIA STRATEGY & CONTENT
ONLINE REPUTATION MANAGEMENT (ORM)
CRISIS DRILLS/SIMULATIONS
MEDIA & SPEAKER COACHING
SOCIAL MEDIA BOOTCAMPS
PHOTOGRAPHY AND VIDEOGRAPHY
DARK SITE PRODUCTION
PRESS CONFERENCE PLANNING & MANAGEMENT
MONITORING
ANALYTICS
CRISIS CAPABILITIES
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CRISIS EXPERIENCE WITH PUBLIX
FOOD BORNE ILLNESSES
STRAWBERRY PICKERS UNION
IRRADIATION
MERCURY IN SEAFOOD
CLONING
PRICE INCREASES
CHEMICAL SPILL
SWINE FLU
MINIMUM WAGE
CAGE FREE EGGS
ANIMAL WELFARE
MISHANDLING OF FOOD
WAREHOUSE SHOOTING
ASSOCIATE VIOLENT CRIMES
HURRICANE PREP AND RECOVERY
DATA BREACH
TOMATO PICKERS UNION (CIW)
ADAM PUTNAM
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CASESTUDY
Results
Held a clear, unwavering position
Assessed and planned simultaneously
Formed a cross-functional team
Created a multi-channel response
ADDRESSING FOOD CHAINS
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CASE STUDIES
SEPARATING THE BELIEFS OF A PERSON FROM THE VALUES OF A BRAND
COMMUNICATING THROUGH OUTAGES, DELAYS, MERGERS AND ACTS OF TERROR
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PARTNERSHIP
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TRUDY KREMER
KIM HARDCASTLE
NANCY AMAKER
JOHN TUCKER
SUSIE CHA
MELISSA WILLIAMSON
CORE TEAM
CRISIS / COACHING / PA TEAM
BRIAN BRODRICK
CHARLES EDWARDS
BLAIR MEEKS
ANNE LERNER
MANNING FAIREY
GLENJACKSON
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PREEMINENCE