Alternative Staffing Alliance Conference Effective PR in a Changing Media Environment

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Alternative Staffing Alliance ConferenceEffectiv
e PR in a Changing Media Environment
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TateAustinHahn
Twenty-person, 33-year old public relations and
public affairs firm

• Distinguished by
• Deep connections to Texas
• High-integrity clients
• Purpose-driven mission

We enable our selected clients to communicate who
they are and what they do so they can get what
they want.
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The Opinion Environment

• Advertising seeks to creates awareness
• Public Relations seeks to create a relationship

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The Influence Environment - Overall
Pew Research Center The Changing Newsroom, July
21, 2008

• Newspaper circulations continue to decline
  internet news consumption shows steady growth
• But that doesnt mean news is unimportant

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The Influence Environment - Newspapers
Pew Research Center The Changing Newsroom, July
21, 2008

• Circulation rates across the U.S. fell by 2.6 in
  07
• Fully 85 of the dailies surveyed with
  circulations over 100,000 have cut newsroom staff
  in the last three years, 52 of smaller papers
  reported cuts.

Perceptions of Mo Jos
Newspaper Staffing Profiles
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TateAustinHahn Brand System
Value Props
Vision Mission
Positioning
Brand Experience
Brand Strategy
Identity
Messaging
Graphic Standards
Collateral Materials
Company Name
Market
P.R.
Logo
Service
Offerings
Stakeholders
Spaces Places
Editorial Guide
Customers
Products
Personality
Category Position
Key Messages
Advertising
Tag Line
Proof Points
Stories Quotes
Promise
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Step 1 Understanding Your Brand
Critical Questions

• What problem are you trying to solve?
• Who do you want to reach your audience?
• How does this tie into your business strategy?
• What change in behavior are you seeking to make?
• What is the as is state // the should be
  state?
• What forces in the marketplace are at play?
• What signs of change can we look for to gauge
  success?

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Step 2 Stakeholder Mapping
Brand System Assessment
Message Platform Development
Stakeholder Mapping
Capabilities Assessment
Communication Planning
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Step 3 Defining Your Message
Messaging Platform
Critical Questions
The competitive advantage and how that advantage
is expressed to your audience.
Positioning Statement

• What are your key differentiators?
• Among the audience(s) you are trying to reach and
  influence, what do you want to be known for?

Value Propositions
Three to find statements defining the ultimate
benefits you are promising to your audience.
Three to five statements expressing your points
of differentiation and leadership.
Key Messages
Sound bites illustrate how key audiences might
play back a companys position and key messages.
Stories emotionally link the past with the
present and provide compelling context for the
future.
Proof points are tangible examples of how a
company has, or will establish, its position.
Proof Points Stories Sound Bites
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Step 3 Message Mapping
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Step 4 Outreach Planning
Outreach
Critical Questions

• What are the most effective public relations
  tools/tactics to use to reach your audience(s)?
• Where do your audiences get their information?
• How do we most efficiently sequence the delivery
  of messages to the audiences to move up the
  reputation curve?

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Our Consulting Process
Step 5 Capabilities Benchmarking
Critical Questions

• How does your tool kit stack up against the best?

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Signature Events
Strategy Align 1 issue with 1 news-making event
to 1 sponsor each regular time interval.

• Objective
• Create positive news/positioning on issues of
  importance to the community and the company.
• Focus and leverage resources across
  organizations and businesses.
• Be sponsored/ owned by a corporate partner as
  par of their legacy involvement.

• Elements
• 1. Stakeholder Issue
• 2. Local Media Advertising Partnership
• 3. National Holiday or News Event
• 4. Board Member Connection
• 5. Crisis/cause
• 6. Sponsor
• 7. Sponsor Employee Volunteers
• 8. Elected Official Connection

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Signature Event Calendar YEAR
MLK Holiday 1/21
Earth Day 4/21
CRC
CRC
January
April
July
October
Key Message Signature Event gt Austin Heritage
Council gt Huston-Tillotson UNCF gt Urban League
Environment Smart Driving Campaign gt Clean Air
Force gt KAB Clean Sweep gt Wildflower Center
Zilker Gardens
Open
Health Wellness gt Seton Mobile Mammography gt
AIDS Walk gt Peoples Comm. Clinic Olympics
Relay for Life (Apr)
Sponsor Company Project Lead Person
Sponsor Project Lead
Sponsor Project Lead
Sponsor Project Lead
Arizona Legislature in Session
CRC
February
May
August
November
Education BEST Robotics Competition Partners in
Education Launch gt For the Children gt ACC
Foundation
Open
Health Wellness Austin Marathon gt United Way
Technology Donate-A-Phone Campaign gt SafePlace
Walk (4/22)
Ongoing Advertising
Ongoing Advertising
Ongoing Advertising
Ongoing Advertising
Sponsor Project Lead
Sponsor Project Lead
Sponsor Project Lead
Sponsor Project Lead
Arizona Legislature in Session
CRC
March
June
September
December
Open
Philanthropy United Way Campaign gt United Way
Boys Girls Club
Safety Talk-About Kids Program Loaner Talk-Abouts
in Malls gt Austin Police Dept.
Volunteerism Volunteer of the Year Recognition /
Board Member Training
Sponsor Project Lead
Sponsor Project Lead
Sponsor Project Lead
Sponsor Project Lead
Texas Legislature - Interim Session