PUBLIC RELATION 4

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Marketing Public

Relations

Gaetan T.Giannini Jr.

A Marketer’s Approach to Public Relations and Social Media

Marketing Public Relations

Gaetan T. Giannini Jr.

A Marketer’s Approach to Public Relations and Social Media

Marketing Public

Relations A Marketer’s Approach to

Public Relations and Social Media

Gaetan T. Giannini Jr.

Marketing Public Relations

Gaetan T. Giannini Jr.

A Marketer’s Approach to Public Relations and Social Media

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Chapter 12

Experts and Interviews

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Reminders for Unit 5

All assignments are due no later than Sunday at midnight CST.
If you have outstanding IPs, be sure they are submitted by then for you to receive credit.
Only one late project can be submitted in Unit 5—all others will receive a grade of zero.
Final grades will be posted by Tuesday at midnight CST.

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Thought Leaders

People or firms whom an industry or a consumer group recognize for contributing a new way of thinking and/or original perspectives to their field

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Using Experts*

Be authentic
Don’t self-censor
Say it your way
Persistence is everything
Look to the future

*From Ken Lizotte, author of The Expert’s Edge:
Become the Go-To Authority People Turn to Every Time

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Getting Published

Articles
Write a book
Self- and Electronic Publishing
Case studies and white papers
Blogs and podcasts
Speaking
Being an expert source
Interviews

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Byline

The line of text indicating the author of an article or other published work

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Publishers have specific guidelines for submitting articles, which MPR professionals should adhere to when preparing a submission

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Experts like Elizabeth Gordon have written books that support their business ventures.

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Being an Expert Source

To help foster expert/reporter relationships, author and marketing guru Peter Shankman launched Help-A-Reporter (http://www.helpareporter.com) in March 2008. HARO, which connects journalists with the sources they require using a social media platform, has a growing stable of journalists from around the world who use the service on a daily basis. This free service has grew to more than 40,000 members before the end of 2008.

Michigan State University Professor Aneil Mishra joined HARO in spring 2009 and has participated in many interviews with journalists, including one with a feature writer from MetLife. He and his hybrid vehicles are featured in the summer 2009 publication, MetLife, Your Life mailed to 600,000 Met Life members.

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Executing the Interview

Relax! You’re prepared.
Remember, Physical appearance matters.
Connect with your interviewer.
Stay on message.
Casual, conversational confidence is the mark of an expert.
Make sure that your prepared answers do not seem prepared.
Use short, sweet, and simple speech.
Be enthusiastic.
Stay positive
Don’t say, “No comment.”

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Speaking Engagements

ASAE is an organization of business and professional associations with over ten thousand members. Many if not most of these associations regularly look for experts to address their membership on topics relevant to them.

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Sales Cycle

Time between initial contact with a prospective customer and the completion of a sale

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Case Study

A short-format article based upon the expertise of a professional or organization that takes a problem-solution approach to a particular issue

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White paper

An educational report made available to the public that expounds on a particular industry issue

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Editors prefer articles that…

Tie into larger trends
Are about money
Include celebrities
Focus on the unusual
Excite with sex and scandal
Introduce new and innovative ideas
Provide tips and “how-to” information

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Pick-up

Evidence (press clipping, video, etc.) of a media mention

Crisis Management Issues

Can include

Harm to a person

Skewed company perceptions

The behavior and practices of folks in the firm

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Dominos and YouTube

Two Dominos employees put a video of themselves on youtube.com doing disgusting things with pizza.
Patrick Doyle, Dominos President had to issue his own statement on youtube.com denouncing the employees’ actions and reassuring customers that its pizza was clean and safe to eat.
The employees tarnished a 50-year old brand overnight.

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Crisis Communications Plan

A crisis plan should be so simple that anyone who can read can understand it. Since crises rarely appear exactly as anticipated, a plan should not be centered on the perfect scenario in which only a trained communicator is in charge of the execution.

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4 Steps to Create a Successful MPR Crisis Communications Plan*

Vulnerability Audit

An exercise for identifying and documenting potential MPR crises for planning purposes

Creating the heart of the plan

Scenario Statements

Testing

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Post-crisis opportunities and evaluation

After a crisis has passed, marketers must take the time to look back upon the cause of the crisis, the actions taken, and the results of those actions. Each crisis is a learning experience from which you can gain valuable insight on preventing, planning for, and dealing with future crises.

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Unit 5 DB

Experts and Interviews
Establishing the credibility of your firm relies on the talent within your organization. Experts come from every field imaginable. Positioning your company's expertise in the marketplace is about you making the right connections.

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Unit 5 DB—cont.

Continue using the company from your Unit 4 Individual Project and research opportunities for experts in the following areas:

Experts used in media stories
Placing your expert as a speaker
Publishing bylined materials

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Unit 5 DB—cont.

First Interactive Response: Select 1 student's posting and provide other venues in which an expert speaker or media expert may be placed.
Second Interactive Response: Select another student's post regarding bylines. Critique the byline opportunity that is presented.

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Unit 5 IP

Using the company developed in the Unit 4 Individual Project, select a crisis that negatively affects the business from a legal or image standpoint. Develop a series of scenario statements that you write ahead of time that you will present to the management and legal departments so that they may be used swiftly in a time of crisis.

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Unit 5 IP—cont.

Create a script to accompany the presentation. It should include background on the crisis, how the situation will be handled, and the rationale for the scenario statements.
This part of the Individual Project should be at least 2–3 pages (single-spaced).

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Unit 5 IP—cont.

This part of the Individual Project should be at least 15 slides. Two files that include the following will need to be uploaded:
Script: Use the attached template. The template is a .docx file and will need to be uploaded as a self-executing ZIP file. See MKTG340_U5IP Script in the ZIP File.
PowerPoint presentation

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Thanks for a great class!

Questions??

Take-aways from class??

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