cách xây dựng chương trình pr hiệu quả

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 volu

Creating an Effective Community Relations Program

Presented by

Maureen Rich The Edison Group

• No one wants to be Martha, Enron, etc.

• The Bonus: Doing good = Good for business

– 69% were reviewing or revising ethics programs or

their corporate-governance process

Top 10 Reasons Companies

Are Getting Involved

PriceWaterhouseCoopers

In Their Own Words

• 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

Baseline Basics

• Determine Goals

• Establish Protocol & Criteria

• Get Everyone Involved

• Incorporate PR Elements

• Establish a Metrics System

Determine Goals

• 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

Establish Protocol & 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

Incorporate PR Elements

Remember:

• 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

Establish a Metrics System

• Establish goals

• Understand your impact on quarterly, annual bases

• Characteristics of a “good” metric:

Effective CR the SoCal Way

A ’70s icon…

…combined with the right strategy!

Case Study: 21st Century Insurance

When 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!

PR Campaign Elements

• 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

• 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

Logistics

• The Edison Group handles all event promotion

• Fliers distributed in English, Spanish

– Local child care centers

• Pre-Event Promotion

– PSAs

– Calendar listings

– Morning of event media

• Law enforcement officer, Erik Estrada provide live demo on-air

• On-Site Media Relations

– Setting the scene

• Great visuals

– Providing arc of story, from police to family to corporation

• Why are we involved?

• Every officer, family, 21st spokesperson has a story

Media Outreach

• Leveraging the Message

– Local, state or national events (e.g., Nat’l Child Passenger Safety Week)

• Op-eds

Results by the Numbers

Since the 21st Century Insurance Child Safety Seat Program began:

• More than 60 events conducted

• More than 7,200 seats inspected

• More than 2,700 seats discarded

• More than 5,800 seats donated by 21st

We’ve helped raise company’s profile within:

• Key States/DMAs

• Media

• Industry

Child Safety Seat Campaign

Highlights

• 21st continues to distinguish itself

through partnerships with state law

enforcement and elected officials

– In 2005, successful launches in AZ,

IN, OH & TX– Continued success in CA and IL

• These partnerships and collaborations

with Industry Associations (e.g., IIHS),

add legitimacy and increase news value

• All 35 child safety seat events in 2005

garnered media coverage

Child Seat Campaign Media Hits ’02 - ’05

The Edison Group

Mission Statement

To help our clients communicate successfully by thinking smarter, working passionately and keeping our promises.

Creating an Effective Community Relations Program

Presented by

Maureen Rich The Edison Group