Give 'Em What They Want: Know What Keeps Your CEO up At

August 27, 2007 prnewsonline.com Issue 34 Vol. 63 ▶ Contents ▶How To Identify And Engage Online Influencers 2 Total Recall: Pulling the Plug on ▶Quick Study Quirky Employee Perks 3 ▶Case Study Staying Cool With A Hot PR Event 4 Products Requires Grace Under Fire ▶Tip Sheet Shaping Strategies For Saying Sorry 8 Crisis management is firmly stituent groups or not, the PR set the stage for PR best prac- Jennifer Horowitz of Dittus imbedded in every communi- industry has weathered its fair tices when it comes time to pull Communications, urging com- cator’s portfolio of responsibili- share of crises in recent years, the plug on a product before municators to confront the ties, but it’s by no means the with those involving product an audience of fierce (and liti- issues before they ever become job perk that gets them out of recalls making up a majority of gious) onlookers. relevant and build plans bed every morning – especially the management missteps. accordingly. in today’s hyperbolic media Consider behemoth corpo- ▶ Address the white ele- “Don’t have a plan for all cycle, where every organization rations such as Mattel, Apple phant in the room: Before the crises; rather, have one that can is under the microscope. But, and Dell – all of these giants need for a product recall ever be adapted to all crises,” she increased scrutiny from con- have executed a highly pub- becomes clear, PR execs need to says. “For a plan to be viable, it licized product recall within get in front of senior managers must cover all angles.” the last year, making the sec- and discuss the c-word. During the planning stages (DID YOU KNOW?) tor of crisis communications “Many managers may be of handling a potential product a prime topic du jour. These uncomfortable talking about recall – or any crisis in general Seven Things You Will examples, among many others, the possibility of a crisis,” says Learn In This Week’s Page 6 ▶ Issue Of PR News 1. 64% of survey respondents say that co-workers gossip Give ‘Em What They Want: Know What about company news. (p. 3) 2. When hosting an outdoor Keeps Your CEO Up at Night – Then Fix It event, make sure that rest- rooms, food, water, seating and If ever there were a Holy Grail a step back and analyze their nications primarily as reac- a covered area are available for of communications, it wouldn’t relationship with those at their tive damage control, not as a onlookers. (p. 5) be a prophetic measurement organizations’ helms. Among proactive function; and, 3. During a product recall crisis, tool or a proverbial seat at the the results most relevant to this • 63% said that the following if you don’t put an explanatory table; it would be the ability to discussion are the following statement was applicable to video on the Web, someone else know what keeps your/your (for complete survey results, their relationship with their will. (p. 6) client’s CEO up at night – and see PRN 07-23-07): CEO: “The CEO only seeks 4. The perfect apology involves how to fix it. Granted, mind PR counsel on tactical rather five ingredients. (p. 8) reading and fortune telling • When asked which issues/ than strategic issues.” 5. More than 75% of respon- don’t rank high on most PR trends they see keeping their dents say that the staff profile executives’ list of skills, but CEO (or CEOs they counsel) These findings suggest a section of a corporate Web site with a little psychoanalysis up at night, the greatest per- disconnect between what com- is most important to them when – and a lot of research data centage (16%) equally identi- munications executives have to searching for a new agency. – they can crack the code and fied the regulatory environ- offer in the way of strategy and (p. 3) offer the strategic counsel ment, crisis management and what CEOs actually expect of 6. There are as many as 12 necessary to resuscitate ailing sales; them; additional surveys fur- activities for which surveyed businesses. • However, when asked for ther support that suggestion. CEOs think marketing is respon- But doing so first requires which issues/trends their For example, a past research sible. (p. 7) communications executives to CEO seeks their coun- program by McKinsey and 7. To engage influential blog- take a look in the mirror and sel most often, only crisis the Marketing Society among gers, put content where they are see what their CEO sees. A PR management ranked highly CEOs and CMOs investigated looking for it and in a form they News/Counselors Academy (21%); the perceptions of marketing/ can easily use. (p. 2) CEO survey did just that by • 42% of respondents said that communications and found asking PR managers to take their CEO sees PR/commu- Page 7 ▶

ISSN 003-3697 Editor, Courtney M. Barnes Identify and Engage Online Influencers 212.621.4986, [email protected] Media Group Editor, Iris Dorbian, 212.621.4670, [email protected] While the term Web 2.0 was how many comments does seeking content. The key to Managing Editor, Greer Jonas 212.621.4876, [email protected] first introduced to our lexicon the typical blog post get? engagement is participating in Interns: Evan Cook, Kristin Vayda in 2003, certain parts of the More comments obviously the conversation in the same Director of Marketing Communications, anatomy of the perceived “sec- mean more readers of the way – with an authentic voice Amy Jefferies 301.354.1699, [email protected] Director or Circulation Marketing, Carol Bray ond-generation” of the Web blog. and offering content that they 301.354.1763, [email protected] have been around for 10 to 2. How large is the “blogroll”? can use. Here are a few ways Art Director, George E. Bourous 15 years (or more). These are This is the list of links blog- that can manifest itself: VP/Group Publisher, Diane Schwartz 301.354.1761, [email protected] places where “conversations” gers publish to tell readers Division President, Heather Farley take place, where “communi- who else they consider part 1. Show them you’re listen- President & CEO, Don Pazour ties” form and build quickly of their community. Most ing. If a blogger offers a tip PR News ADVISORY BOARD and where the best influencers often it is who the blogger or best practice on using a Paul A. Argenti - Tuck School of Business Ned Barnett - Barnett Marketing Communications for any company can be found. links to, posts comments to, product or service, post a Neal Cohen - APCO The blog, as we’ve come and vice versa. The blogroll comment complimenting it. Carol Cone - Cone Inc Peter Debreceny - Allstate to know it, is (according to may lead you to some other If it’s feedback (positive or Chris Hammond - Wells Fargo Wikipedia) approaching its potential influencers. negative) on your company’s Mike Herman - Epley Associates Tom Martin - ITT 10th anniversary. Yet, the 3. What does the “About” page product or service, tell them Mike Paul - MGP & Associates PR phenomenon has its roots in tell me? Every blogger has that you’ll use the feedback Deborah Radman - Stanton Communications Brenda C. Siler - United Negro College Fund the online discussion forums information about them- in a future version. Helene Solomon - Solomon McCown & Co. started in the early 1980s, which selves and the premise for 2. Help your clients start their Mark Weiner - Ketchum Mary Wong - Office Depot allowed groups of people with their blog. This can give you blogs. As part of this advise a common interest to talk and a feel for their professional them how they can “talk” to PR News BOARD OF CONTRIBUTORS Dave Armon - PR Newswire share opinions – positive and profile, and can help identify these potential influencers Andy Gilman - CommCore Consulting negative – online. Others could consumers or users of offer- through their blogs by link- Bruce Jeffries-Fox - Jeffries-Fox Associates Angela Jeffrey - VMS comment on those opinions ings in your market or prod- ing to and commenting on Richard Laermer - RLM Public Relations and, taken collectively, have a uct/service category. their insights (again in an Richard Levick - Levick Strategic Comms Ian Lipner - Lewis PR/YoungPRpros powerful effect on word-of- 4. What is the Technorati authentic way). The poten- Katie Paine - KDPaine & Partners mouth communication. These authority ranking? The tial influencers will welcome Rodger Roeser - Justice & Young Lou Thompson - National Investor Relations Institute forums, along with “online popular blog search engine the attention. Reid Walker - Lenovo diaries” started in the early “ranks” the influence of sites 3. Offer content they can use. Group Subscriptions - Angela Gardner, 1990’s, have evolved into a true by the number of other blogs Produce a customer inter- 757.531.1369, [email protected] phenomenon where anyone is a or forums that link to it. view-based podcast, create Article Reprints - Client Services, [email protected] publisher. The higher the ranking, the an animated tutorial on Tel: 800-777-5006 (toll-free within the US) Any company – from major more blogs that link to it and, your product, post graph- or 301-354-2101 fax: 301-309-3847 For photocopy or reuse requests: consumer brands like Coke or therefore, the more it is fol- ics and images to Flickr 800.772.3350 or [email protected] Starbucks, to the smallest ven- lowed. or Photobucket, post a ture-funded or bootstrapped YouTube video, make press startup – has influencers who ▶ Engaging the Influencers releases “sociable.” In other Published weekly by Access Intelligence, LLC are online and can carry your Once you’ve identified your words, put content where 4 Choke Cherry Road, Rockville, MD 20850 Phone: 888.707.5814 • Fax: 301.309.3847 message. The good news influencers, the less formulaic bloggers are looking for it e-mail: [email protected] is they are easier than ever part of the equation is engaging and in a form they can use. New York Editorial Office: 110 William St., 11th Floor, New York, NY 10038 to find. The trickier part is them. The old rules of com- Phone: 212.621.4875 • Fax: 212.621.4879 engaging them, as the old rules munications and PR – typically The trick here is to under- Subscription/Renewal Coupon of PR and communications do pitching the media on a story stand the preferences of each of ❍ I want to subscribe to PR News for $697 a not apply. that will carry your message your potential influencers and year and receive 48 issues plus full access to to buyers – will not work here. engage them accordingly. PRN the online Article Archives. ▶ Identifying the Influencers The individuals spending time Name: ______Title:______Depending on the company or online to discuss your market Organization:______client, the number of influen- or product/service category CONTACT: Address:______City:______State:_____ ZIP:______tial entities might be too large are doing so because they are This article is excerpted Phone: ______Fax:______to manage. The ideal starting passionate about it. They are from a piece written by Ted Email:______point should be to identify the authentic in their opinions Weismann, SVP of Lois Paul ❍ I want to renew my $697 subscription to 10 to 12 individuals or groups and in the information they & Partners, for the upcoming PR News. My account number is: ______that have the most potential to put forth, often written to help PR News Digital Guidebook. Charge my Card No. ______be influencers or evangelists. peers and others who have the He can be reached at ted_ Exp.______Signature:______There are several ways to deter- same interests and passion. [email protected]. The ❑ Check enclosed (Payable to Access Intelligence, LLC) mine this: They also – especially the Digital Guidebook will be In MD add 5% tax—outside U.S. add $66 postage/proc. Fax to 301.309.3847. ones who write in their blog available on prnewsonline.com For subscribers only: full access to PR News 1. If the individual has a blog, every day – are constantly this fall. article archives at www.prnewsonline.com PR News | 8.27.07 ▶ Quick Study Water Cooler Communications; Walking the Talk; Making the CSR Grade; The Power of Agency Sites

▶ Did he really say that? The • 59% said that e-mail is the • 79% of firms with an out- • 97% of clients looking for way news travels around the most popular mode of formal bound communications pro- a new agency consider an office - whether formally or communication. gram use only land mail; and, agency’s site when deciding; informally - may help employ- Source: Inc.com ers determine the best modes • 97% of decision-makers • More than 75% of respond- for corporate communication at ▶ Talking the Talk: A new select email as their ‘pre- ing client decision-makers their company, according to a survey of 132 marketing/com- ferred’ form of business com- believe that the staff profile recent survey by office-services munications firms and 118 munication. section of a Web site is the firm Steelcase. Observing client marketing decision mak- Source: Repmanblog.com most important component; the ways employees gossip ers proved that most firms and identifying the ‘hubs’ simply don’t “walk the walk” ▶ Making the CSR grade: If • Nearly half of those poll (the employees that know the when it comes to agency mar- consumers were concerned have sites that only contain news) and the ‘gatekeepers’ keting. Executives and own- about corporate social respon- profiles of the senior-most (those who grant access) can ers questioned by marketing sibility before, now they have people; and, help communications execu- consultant Robb High said a tangible way of keeping tives shape internal strategies. they typically focus on bill- score of the best and worst • 18% of respondents don’t Statistics include: able client work, assigning the players. Climate Counts, a feature employee profiles on most junior person to handle nonprofit organization funded their sites at all. • 64% of office workers say outside communications. The by Stonyfield Farm, recently Source: Repmanblog.com that co-workers gossip about findings include: released a Global Warming company news; Scorecard that targets the ▶ Top this: Retaining top talent • 76% of firms had no regular everyday consumer to influ- is a definite challenge; here are • 76% of respondents report outbound communications ence their purchasing deci- a few perks Fortune 500 com- that news they hear from co- directed to marketing deci- sions. The scorecard - based panies are offering employees workers is accurate always, sion-makers, of which more on 22 criteria that determines to keep them happy: usually, or some of the time; than two-thirds couldn’t if companies measure their cli- name more than five agency mate “footprint,” reduce their • A monthly professional • Only 9% of workers ages 18 brands; impact on global warming, house-cleaning service; to 24 keep company news supported progressive climate quiet, compared to 48% of • 59% of those who know five legislation and publicly dis- • An on-staff chef/free meals; workers ages 55 to 64; or more brands rate their closed their actions clearly and depth of familiarity as “agen- comprehensively - offers con- • Employee field trips to the • 10% of employees spread cy brand name only;” sumers a ranking of 56 major movie theater; news through e-mail and on corporations. instant messenger; • 68% of firms with outbound • Allowing animal lovers to communications send to a ▶ Web Power: According to a bring their pets to work; • 36% said they exchange list of fewer than 100 compa- survey by marketing consultant information with co-work- nies, although only one in 16 Robb High, agency Web sites • Sabbaticals for long-term ers in the kitchen or break clients conduct a review in a are at the peak of their