Case Study
Module 4 Overview
PR Real Estate
Reputation Audits
Internal and External Vulnerabilities
Audience Profiles
Imagine being under fire about something a well-meaning volunteer meant but went horribly wrong….the company is getting HAMMERED. They need to get their side of the story out….BUT: the one person with access to their website retired a year ago and they have no social media pages OR their website is so old they can’t post news or update. It’s sad when you don’t have a wall to hang your news on. Having PR real estate….taking thermometer readings of your organization to assess liabilities and audience profiles are all tools to help you keep a reputation in good health.
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Reputation Fitness
Unified strategic message
Populated across all PR real estate
Ongoing educating, equipping of messengers
When it comes to messaging……see bullets. Keep a close eye on how your top 3-5 competitors are doing, what they post, articles they author…. Internal vs competitors weakness/competitive edges
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What do you say about your organization?
Online
In Print
In Person
Integration should be throughout all channels ….
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What is PR Real Estate?
Website
Printed materials: Brochures, business cards, one-sheets, etc.
Messaging from board, staff, volunteers, and customers
It's everything you own or wish to recognize as a platform for your message!
Potential Editor Influence:
News/journal/ magazine articles
Quotes in news pieces
Letter to Editor/opinions pieces
KNOW WHAT should be in your control Media stories, reviews…ultimately others have the final word…editors
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PR Real Estate continued
Bios
Association profiles
Social Media
Speaking circuits
Key ambassadors
Recommendations and reviews (Yelp, LN, Google, etc.)
Advertising
Videos
Building exterior
Lobby
Events (hosted, attending, sponsorships)
Special deliveries: cake, pizza, etc.
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What is a PR Audit?
A comprehensive review of a company's messaging
First, you or they notice that the messaging is off
Review messaging across all PR real estate
Where does it match up? Where is it off?
Make PR recommendations
In reputation management situations audits or surveys reveal weaknesses which can be addressed before a crisis makes the situation worse. Also help avoid costly mistakes…like starting a new company or offering a new service with a logo or name people don’t get.
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What Prompts an Audit?
Fractured message
Unknown or unrecognized
Not getting clients for a particular service
False ideas about company
Message is not getting across
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You Need an Audit When You Hear...
"We have 33 options but people only know about 2-3!"
"We are available to the general public but everyone thinks we require membership!"
"No one is using our free services"
"No one thinks of us for X"
"We opened a new office in that region, but no one knows"
A quick survey can often give you enough intel to quickly change message counse. Free online surveys are great tools.
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Case Example
A 50 year old company says, "Everyone knows us!" and "We're leaders in X!" but has little PR.
A new company moves to town with a clear PR message: "We're #1 in X!"
There is one mountain, who will get the flag on first?
Unless your name is Coca-Cola, Apple, the Red Cross and similar household names, no, not everyone knows who you are, and not necessarily in your own industry. In public relations work we routinely planted flags which others took for granted they earned as if a birthright.
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What an Audit Tells You
What you want to say
What is actually out on PR Real Estate
What you need to add to your messaging
Shouldn't be there OR needs to be part of the narrative
Everything that is actually "on message"
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Overarching Questions in a Reputation Audit
What do YOU say about your organization?
What does your TEAM think?
What are your CUSTOMERS saying?
What does the INDUSTRY say about you?
The MEDIA?
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Integrated Messaging
Website+ SM
Google/MSN Results
Materials
Executives
Staff
CR discusses message integrity, credibility, competition, etc, Protocols, Training
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Reputation Audit: Website
Review the website map
Look for the overarching narrative
Note what's missing, what's emphasized
Analyze language for clarity and understanding, note unidentified terms
What the company says they focus on/ are known for
What is actually on the website
VS.
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Industry Messaging
Review like/competitor messaging
What language do other organizations use?
What services do they provide?
Does the client offer anything unique?
Are they emphasizing the right things?
Sometimes no need to re-create the wheel; DP example – A dr gets the whacky, crazy pnothvindictive pt of the year. NOTHING is good. Launches scathing online attack, uses multiple alias’ to post comments, reviews. It is easy to tell when the same pattern of adjectives are used next to typo.s…He files complaint at medical board. Necessary to report to his insurance—they
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Insider Language
If the company uses a lot of insider language, that is a RED FLAG!
Language needs to be accessible to the client/customer
Keep the general population in mind
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For the Audit Toolbox: Surveys
A chance to learn what people are really saying about you, internally and externally
The most accurate results come from outside the organization -- HR represents the employer over the employee
Surveys are a drill down
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Sample Survey Questions
External/Consumers--
Which companies come to mind for the following services...
What programs does the Org offer?
Have you ever used the Org for X?
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Surveys Reveal Recognition Accuracy
Based on surveying possible consumers:
“Sorry, but offhand I don't know this organization or anyone who is associated with it.”
“Yes, I have heard of this company. They are supposed to be good but I don’t know what they offer.”
“Old-fashioned, not known for any particular services. You don’t see them around much.”
“I know of them. They come across like an old firm, pretty dated, not connected much. Seem nice.”
When you look at this feedback…what would YOU DO? Drop? Add?
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Sample Survey Questions
Internal--
What are the top 3 services/programs your company is known for?
What do you think your costumers/clients view is of your company?
What do you think the industry perspective of your company is?
What strengths does your company have?
Is your bio up to date?
Bios are a great place for PR real estate of key employee achievements and specializations
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Thinking Outside the Box
Case 1. “Cavemen”
Case 2. “Cake News”
Online
In Print
In Person
Entrenched Narrative, Hitting the Wall
Messaging Wall: The industry press considered us a no-player when it came to Silicon Valley business.. Despite having an office there and regularly announcing our huge deals, we couldn’t get a break. One paper was relentless and ran a cartoon depicting our firm as n the stone age…literally with cavemen trying to figure out the wheel. The most conservative person in the firm was the CFO. He agreed …dress as FF. wig, fake animal, club took a 25 poiund slate paver, taped latest accomplishments….chocolate …….showed up at 10:30AM in person. T-coat in elevator.
#2. Slow news day (Yaligian) , merger party cake, , the VISUAL could not be ignored….detail design of glass ceiling..made noise too for radio to pick up.
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Edelman Trust Barometer
Measures global trust in 4 large social structures--government, business, NGOs, and media
Survey asked to measure the truth of the statement or level of agreement
Internal survey questions modeled after ETB:
"My hard work is rewarded in this company"
"I do not have confidence in the leaders of this company"
"This company is moving in the right direction"
Open ended questions are great but you want high participation and fast feedback. Make it easy.
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Edelman Trust Barometer
External survey questions modeled after ETB
"Company X is good at what they do"
"Company X is honest"
"Company X keeps its promises"
"Company X is trying hard to have a positive impact on the community"
"I like Company X because they deal fairly with customers"
"I like Company X because they deal fairly with partners and suppliers"
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Enemies Within
"Companies that fail to make their employees their reputation champions are taking a big risk. Employees can become their most angry adversaries and erode their reputation"
- The 18 Immutable Laws of Corporate Reputation
Taking an office poll of where to have a party or which charity to support is great but won’t reveal much.
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Audit Summary
Review what is being said and what needs to be said on PR Real Estate
Surveys are a helpful tool to check message integration and recognition
Review strategic places to increase message outreach
Assess branding language to improve message consistency
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Faith-Holders
Your biggest fans!
Stakeholders with high trust for the organization
Long term commitment
Are willing to recommend it
Created through satisfaction
Most PR energy should focus on these as they influence other stakeholders
Who is in your target audience and of those who are Fans, Opposition and Neutrals? In crisis communications it helps to know immediately who these people are as you may need to ask for their active support such as social media posts, quotes for news releases, etc.
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Hateholders
Dislike/hate a brand
Engage negatively
Often created through dissatisfaction
React out of anger
Require active monitoring
Can be a tool to reveal company issues and problems. Can become Faith-holders.
One of the first things we do in managing issues or crisis is to find the key opponents, and set up google alerts or other online tracking tools plus check out their social media posts.
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Audience Profiles
Business
Residential Supplier
Civic Ties
Industry Community
Clients
Employees
Charity Relations
Vendors
3rd Party Referral Sources
Prospective Clients
General Public
Licensees
Industry Associations
“Never forget those in your own backyard, they are the ones you’ll live by long after others leave.”
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Audience Profiles
Religious Entity
Religious Community
College Campus Organizations
Faith Leaders
Media
Local Business Leaders
Student Population/ Prospective Students
Local Colleges
Human Rights Activists
Minority Communities
Prospective & Current Donors
Visual Prompts! Having these in front of you when dealing with crisis issues is invaluable as you’ll likely be pulled in 10 different directions and lobbied to do this or that by those more concerned with personal reputations than that of the organization.
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Hostile Audiences
Religious Entity
Media
Student Groups
Antagonistic Religious Groups
Local Businesses
American Studies Association
Counter Faith Group
Public Affairs Council
Academia
Hollywood
Religious Leaders
This particular organization had protests at their facility mostly for decisions made OUTSIDE OF THE COUNTRY… it was essential to track opponents to stay ahead or in step with the narrative
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Example: Law Firm
Add Law FIRM slide here,
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Workplace Violence
Public Space
Employees’ Families
Employees
Clients/ Donors
Media
Civic ties
Survivors
Survivor families
General Public
Pipeline
Occupants
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City
As you can see Audience Profiles change according to the issue presented. Charting these helps you to remember the view from 10,000 feet
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