Cách xây dựng chương trình PR hiệu quả

Companies are starting to get it – conscience isn’t justtrendy, it’s necessary• “Sustainable development plans” are becomingcommonplace• No one wants to be Martha, Enron, etc.• The Bonus: Doing good = Good for business
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Cách xây dựng chương trình PR hiệu quả CreatinganEffectiveCommunityRelationsProgram Presented by Maureen Rich The Edison Group SpotlightonCommunityRelations• Companies are starting to get it – conscience isn’t just trendy, it’s necessary• “Sustainable development plans” are becoming commonplace• No one wants to be Martha, Enron, etc.• The Bonus: Doing good = Good for business AGradualShift• PriceWaterhouseCoopers 2002 Sustainability Survey Report – 140 U.S. companies – 70 percent had no broad-based sustainability program in place yet. – 69% were reviewing or revising ethics programs or their corporate-governance processTop10ReasonsCompanies AreGettingInvolved Competitive Advantage (75%) Cost Savings (73%) Industry Trends (62%) CEO/Board Commitment (58%) Customer Demand (57%) SRI Demand (42%) Top-line Growth (37%) Shareholder Demand (20%) Access to Capital (12%) PriceWaterhouseCoopers InTheirOwnWords• More than 7 of 10 Americans say they distrust CEOs of large corporations• 80 percent of surveyed CEOs agree non-financial indicators such as environmental and social performance metrics are essential to characterizing future financial performance – Business Week• 70 percent of investors consider reputation in their decisions – Citizen watch• 91 percent of surveyed CEOs believe CSR management creates shareholder value – Managing CSR Report BaselineBasics• Determine Goals• Establish Protocol & Criteria• Get Everyone Involved• Incorporate PR Elements• Establish a Metrics System DetermineGoals• What Do We Want Program/Involvement to Accomplish? – Reposition company – Raise CEO profile – Get more press coverage in X community – Establish company as a resource Community Media Government reps – Target a specific audience Latino community Teens Elderly/baby boomers with aging parents EstablishProtocol&Criteria• Establish a process/protocol• Decide how to respond to requests – Relevance: What are our criteria for getting involved? – Budget: What are our constraints? – Always ask: Will fulfilling this request help us fulfill our goal/mission?• Determine level of involvement up front – but get involved! – Be more than a name in a press release – be visible – Provide resources or planning support if possible – Consider pros, cons to partnerships• Weigh short- and long-term benefits Get Everyone Involved• Encourage employee involvement – Show enthusiasm, participation from the top down – Get departments involved – Provide incentives (e.g., comp day for day spent volunteering) – Create team-oriented events • Volunteer programs • Sponsorships that foster teamwork • Fundraisers• Prepare employees for events – Identify spokespersons (bilingual) – Ensure consistent messaging IncorporatePRElementsRemember:• Don’t do CR for the PR…• But leverage CR in ways that maximize PR potential• Don’t lose your mission!But don’t forget: not everyone (i.e., media) cares• Offer compelling stories beyond “Company writes check”• Put spotlight on subject, not donation• Offer solutions to timely problems• Have local stories ready EstablishaMetricsSystem• Establish goals• Understand your impact on quarterly, annual bases• Characteristics of a “good” metric: – Measurable – Easy – Timely – Repeatable – Insightful – Controllable• Pay attention to the data; don’t just tally — measureEffectiveCRtheSoCalWay A ’70s icon… …combined with the right strategy! CaseStudy:21stCenturyInsuranceWhen the ’70s Icon Becomes Part of the Strategic Solution• Situation Five Years Ago: – 21st Century Insurance was a leading California auto insurer – Heavily involved philanthropically but without strategic direction – Virtually no press coverage for any goodwill projects• Goals: – Continue philanthropy but with a more targeted approach – Raise 21st’s profile… and get press coverage for their goodwill efforts! PRCampaignElements• Child safety seat program (targeting key demo) – Educate parents on state law, proper use• Unprecedented law enforcement partnership – California Highway Patrol• Spokesperson Erik Estrada – CHiPs connection – Appeals to parent age group – Appeals to Latino community• State-specific, free educational materials – “Child Safety Seats: A Parent’s Guide” – Now in six states, in English and Spanish Logistics• 21st secures a large, easily accessible, highly visible site (e.g., mall parking lot)• CHP officers set up multiple inspection tents• Families arrive with children in vehicles• Trained officers inspect existing seat for proper fit, installation and use• 21st employees staff event to assist• If seat isn’t right, 21st donates brand-new seat CommunityOutreach• The Edison Group handles all event promotion• Fliers distributed in English, Spanish – Local child care centers – Churches – Schools – Key community groups – Event site MediaOutreach• Pre-Event Promotion – PSAs – Calendar listings – Morning of event media • Law enforcement officer, Erik Estrada provide live demo on-air• On-Site Media Relations – S ...