How to plan & execute real-time PR that delivers for your organisation
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1) Real-time PR requires enhanced strategic planning, training, attention to detail, and rigorous measurement to effectively engage as an organization's eyes, ears, and mouth across various channels in real-time. 2) To execute real-time PR, organizations must clearly articulate their mission, values, and vision, and translate these into objectives and tactics using frameworks like the Balanced Scorecard and Influence Scorecard. 3) Critical factors for success in real-time PR include having the right knowledge, skills, policies, analytics tools and workflows to empower employees to authentically engage across six influence flows, while managing reputational risks.
How to plan & execute real-time PR that delivers for your organisation
- 1. How to plan & execute real-time PR that delivers for your organisation.1
- 2. Philip Sheldrake2MeanwhileBlog LinkedInTwitterCIPR TV___________Social PR, London, 28th Feb 2011www.andmeanwhile.comwww.philipsheldrake.com/in/philipsheldrake@sheldrakewww.cipr.tv___________#socialpr
- 3. What does success look like?Real-time complexity and My ChannelMission, vision, values – back to basicsThe Balanced Scorecard – business performance managementThe Influence Scorecard – influence performance managementThe Six Influence FlowsKnowledge, skills and policiesAnalytics and workflowCultureFacilitiesComing up…28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales3
- 4. Recommended reading4The Business of InfluencePhilip SheldrakeWiley, April 2011Real-time Marketing and PRDavid Meerman ScottWiley, November 201028th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales
- 5. As required and guided by the PR strategy:Who? – the right person in terms of constituent expectations, consistency, topic, expertise, time zone and languageWhat? – active listening; then creating proactive opportunities and reacting with the appropriate contentHow? – with the appropriate tone of voice in the appropriate content formatWhen? – as timely as the conversation demands (mins / hours)What does success look like here?28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales5
- 6. Being the eyes, ears and mouth of an organisation to the drumbeat of the daily news was never easy.Being the eyes, ears and mouth, with heightened sensitivity to influence and be influenced in real-time, requires enhanced levels of strategic diligence, meticulous planning, training, constant attention to detail and rigorous measurement.This isn’t easy28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales6
- 7. It’s impossible to fake it.Real-time PR must, by nature, be authentic.Real-time PR marks the death of the persuasion / ‘spin’ school.Long live two-way, symmetric PR fostering mutually beneficial relationships between an organisation and its publics.Reality is perception28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales7Real-time PR is one of those facets of the modern PR discipline that separates the 21st Century PR professional from the 20th Century practitioner.
- 8. What exactly are we dealing with here?Let’s paint the picture.A content format your colleagues / clients will understand...Real-time complexity and My Channel28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales8
- 9. Content – an illustrated history28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and WalesBlog post: http://www.philipsheldrake.com/2011/01/content-an-illustrated-historyHi-res image: http://bit.ly/content-an-illustrated-historySlideshare version: http://bit.ly/hPYjnd9This one on the small screenDownload this one for projection
- 10. Continuously expanding capabilities for highly personalised creation, curation, recommendation, search, discovery, management, consumption and sharing of content across all personal screen-based devices.Two billion plus Internet users. Two billion plus channels.My channel.And some other stuff probably.The Future28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales10
- 11. This new reality, this complexity, demands more than ever that we get back to basics, that we connect PR activity to the business needs:Unambiguously. Visibly. Transparently. Efficiently. Relentlessly.The essence of real-time PR means that the bold and bright articulation of your organisation’s mission, vision and values, and the subsequent cascade, is more critical than ever.Back to basics28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales11
- 12. Mission, values, vision…12Mission – why do we exist?Values – what guides our behaviour?Vision – what do we want to be?Business objectives – to get from A to BStrategy – the plan to get us from A to BStrategic objectives – wholly necessary and sufficient to execute the planTactics – activities to achieve the strategic objectives. CASCADE28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales
- 13. To win, organisations must approach this cascade with professional rigour.7 out of 10 organisations simply fail to execute their strategies1.The Balanced Scorecard is the most popular approach to BPM…1. Balanced Scorecard InstituteBusiness performance management (BPM)28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales13
- 14. “The Balanced Scorecard transforms an organization’s strategic plan from an attractive but passive document into the 'marching orders' for the organization on a daily basis. It provides a framework that not only provides performance measurements, but helps planners identify what should be done and measured. It enables executives to truly execute their strategies.“It is a management system (not only a measurement system) that enables organizations to clarify their vision and strategy and translate them into action.”1The Balanced Scorecard28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales14
- 15. The Influence Scorecard is both part of and an augmentation to the Balanced Scorecard.Influence performance management (IPM) is the ease and effectiveness with which we can manage and learn from influence flows; integral to the process by which customers, citizens and all stakeholders interact with organisations and governments to broker mutually valuable, beneficial relationships.The Influence Scorecard28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales15
- 16. The Six Influence Flows28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales16
- 17. Social media monitoring, or listening, aims to understand what’s going on in social media within each of these influence flows.Social Web analytics is about identifying, tracking, listening to and participating in the distributed conversations about a particular brand, product or issue, with emphasis on quantifying the trend in each conversation's sentiment and influence.The social Web = social media + apps + services + the network of devices.Monitoring and analytics28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales17
- 18. As required and guided by the PR strategy:Who? – the right person in terms of constituent expectations, consistency, topic, expertise, time zone and languageWhat? – active listening; then creating proactive opportunities and reacting with the appropriate contentHow? – with the appropriate tone of voice in the appropriate content formatWhen? – as timely as the conversation demands (mins / hours)REMINDER: What does success look like?28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales18
- 19. Let’s do a podcast!28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales19So we don’t end up with…Whoa! Where did this come from?Apparently it’s been doing the roundsHow should we respond?Dunno. Tweet? Raise it at the Monday meeting?http://www.flickr.com/photos/theseanster93/469906468
- 20. Success in real-time PR requires diligent cascade and influence performance management.In turn, to empower everyone to participate in the conversation and behave appropriately, success in IPM requires:Knowledge, Skills & Policies. Analytics & Workflow. Culture.22. Human, information and organisation capital in Balanced Scorecard terminology.Critical ingredients of real-time PR28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales20
- 21. Critical ingredients of real-time PR21Who?What?How?When?FearDoubtConfusionParalysisInconsistencyInauthenticityMissed opportunitiesReputational risk28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales
- 22. Knowledge, Skills & Policies22KnowledgeOf PR best practiceOf the mission, values, visionOf the Influence ScorecardOf the demands of real-time PRSkillsAnalyticalSocial mediaProcess designQuality assurance and auditTool procurementInterdisciplinary (eg, with other marketing, digital and customer service disciplines)PoliciesSocial media policyTone of voiceEscalationDiscretionary customer care
- 23. Analytics & Workflow23AnalyticsSocial Web analytics tools appropriate to your needsFluency in their applicationIntegration with other analytic capabilities (eg, CRM)Fit to the Influence Scorecard WorkflowProcess design… with your analytics vendor (although beware vendor lock-in)Build in quality rather than just test for itIntegration of PR activity with paid and owned media, and customer serviceTraining courses / manuals
- 24. Example workflowThe USAF Response Assessment is a highly regarded workflow for one aspect of real-time PR.Empowers everyone in the USAF to participate in the conversation, real-time.28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales24
- 25. Organisation wide influence-focused culture (to influence and to be influenced)A culture built on team and personal goal alignmentA culture that recognises there’s influence in everythingA quality (TQM) focusA culture of customer-focusA culture of innovation and continuous improvementA culture of social awareness and responsibilityCulture25
- 26. Measurement & evaluation closes the loop.Are we executing the strategy as intended?See the CIPR’s research, planning and measurement guidance3.I chair the CIPR’s social media measurement group, and we’ll be reporting in March 2011. In short metric selection and design is as bespoke as one’s strategy.3. http://bit.ly/dyIP86Measurement & evaluation28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales26
- 27. You have the knowledge, skills and policies; the analytics and workflow; the culture. Now manifest these in your workplace.Facilities28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales27“The Twitter Room” by the Conversation Grouphttp://www.slideshare.net/cluetrainee/the-twitterroom-workbook
- 28. A lot of work goes into readying for real-time PR, so best start now proactively rather than when you really need it reactively.Good luck.And thanks for your attention.Thank you28th February 2011 / Philip Sheldrake / Creative Commons Attribution Share Alike License 2.0 England and Wales28