Worldcom Public Relations Group presents "PR in 2012"

PR2012:
EMERGING
IN

tactics and
trendsfrom around
THE
GLOBE

TABLE of CONTENTS
FOREWORD 4
by Jay Baer | President, Convince & Convert | Co-author:
The NOW Revolution - 7 Shifts to Make Your Business Faster, Smarter, and More Social

MARKETING THE WALL STREET BRAND OF THE FUTURE 5
Reshaping Communications in the Financial Sector
by Matthew Kirdahy | BlissPR | New York, NY | Chicago, IL

ENGAGING AUDIENCES THROUGH GAMING 7
Creating Content to Facilitate Learning and Enhanced Recollection
by Sue Bohle | The Bohle Company | Santa Monica, CA

EYEING LIFESTYLE DESIGN 9
Offering Marketing Solutions for the New Central Hub: Home
by Amina Piciotti | CBO Communication By Objectives | Milan, Italy

MAINTAINING TRANSPARENCY IN WESTERN CANADA’S ENERGY 10
AND NATURAL RESOURCES SECTOR
Why Corporate Social Responsibility is the Way Forward
by Judi Gunter | Donoghue & Associates Inc. | Alberta, Canada

OFFERING FOOD FOR THOUGHT ON ALBERTA’S AGRICULTURAL OPPORTUNITIES 12
What Niches Marketing Communications Should Tap Into in 2012

POSITIONING POLAND USING EVENT SYNERGY 14
How Euro 2012 is Poised to Impact Travel and Tourism
by Karolina Dzwonnik and Hubert Raczkowski | Glaubicz Garwolinska Consultants | Warsaw, Poland

TAPPING INTO SOCIAL MEDIA 16
How Strategic Customer Engagement is Shifting Gears in Germany
by Corinna Voss | HBI Helga Bailey GmbH | Munich, Germany

FOSTERING RECIPROCAL COMMUNICATIONS 18
The Rise of Legitimacy Management
by Maarten Halsema | IvRM | Bussum, The Netherlands

TAPPING THE SOUTH AFRICAN CONSUMER MARKET 20
Expert Takeaways on the Opportunity in Targeted Communications
by Ruth Golembo | Lange 360 | Cape Town, South Africa

CREATING A NEW CUSTOMER SEGMENT FOR A CHANGING MARKETPLACE 22
Adapting Travel and Tourism Marketing for Gen Y
by Virginia M. Sheridan | M. Silver Associates, Inc. | Fort Lauderdale, FL | New York, NY

SOCIAL SHOPPING 24
How Retail and Consumer Packaged Goods Brands Can Take Advantage of and Thrive idn Online Communities
Though Marketing Integration
by Jessica Carlson | Off Madison Ave | Phoenix, AZ

CATCHING THE NEXT ECONOMIC WAVE 26
Why Canada’s Pacific Coast Province is Uniquely Positioned to Ride out a Tough Global Economy
by Norman Stowe | Pace Group | Vancouver, British Columbia

SHOWING SOME COURAGE IN MANAGING METRICS 28
Determining the Right Measurement Method to Deliver for Clients
by Matt Kucharski | Padilla Speer Beardsley | Minneapolis, MN | New York, NY

STEPPING UP IN CORPORATE SOCIAL RESPONSIBILITY 30
How the Mining and Resources Industry Can Cultivate Positivity
by Douglas Pye | Phillips Group | Brisbane & Sydney, Australia

GAINING INSIGHT INTO BRAZIL’S PROMISING MARKETING OPPORTUNITIES 32
Valuable Insights from the Most Developed Latin American Economy
by Angélica Consiglio | PLANIN | Rio de Janeiro and São Paulo, Brazil

MICROPOLITAN MARKETING 34
Focused Regional Messaging in LA
by Noemi Pollack | The Pollack PR Marketing Group | Los Angeles, CA

DIGITIZING BRAND REPUTATIONS 35
Engaging Audiences Through Customization and Usability
by Venceslava Drabkova | PRAM Consulting | Prague, Czech Republic

USING COMPETITIVE INTELLIGENCE TO STAND OUT 36
How Health Care Services Clients Are Benefitting
by Dorothy Oliver Pirovano | Public Communications, Inc. | Chicago, IL

RESCUING MARKETERS 37
How the Recession-Proof Pet Industry is Turning Tables
by Monty Hagler | RLF Communications | Greensboro, NC

PRE-LAUNCHING PRODUCTS WITH CONSUMER INTEGRATION 38
Why Putting Your Customer Front and Center is a 2012 Imperative
by Julie Hall and Joan Schneider | Schneider Associates | Boston, MA

OPTIMIZING MARKET PERFORMANCE VIA INTERNAL COMMUNICATIONS 39
How a Peer-To-Peer Model Drives Employee Engagement
by Mike McDougall | Travers Collins | Buffalo, NY

FOREWORD:
It used to be so simple. We knew what public relations was, for whom it was intended, and
whether it was working. And then, the rules changed.

In a world where information intermediaries are fading away and the news cycle has been replaced
by an always-on, real-time torrent, the role of public relations and its practitioners must evolve
alongside, and indeed it is.

Whether it’s building online advocacy campaigns where the customers become the media, mining
social chatter for business intelligence, crafting compelling multimedia to drive executive thought
leadership, or managing minute-by-minute corporate presences and digital communities, “public
relations” looks a lot different in 2012 than it did in 2010 - much less 1995. The skill sets are
changing. The staffing patterns are changing. The commitment to integration is changing. The
timelines are changing. And most definitely, the scoreboards are changing.

It’s true there are PR practitioners who fight this change like walking uptown leaning into a squall.
But increasingly, they are the exception. The smart players, the ones who will prosper amidst
chaos, are the public relations professionals who see this bouillabaisse of change not as a threat,
but as the greatest opportunity ever to expand the array and importance of the services provided
by the industry.

These are their stories.

From Massachusetts to Manila, and from Louisiana to Lisbon, the partner agencies of the
Worldcom PR Group are on the front lines of the public relations revolution. They are retooling
and reinvigorating to meet the instantaneous communication and marketing challenges of a world
that is faster and more interconnected than was even conceivable 20 years ago. Each has its own
tale of how public relations is shifting, and the new and disparate roles they are playing to help
their clients shape the present.

From around the globe, these are the Emerging Tactics and Trends of PR in 2012.

Enjoy!

Jay Baer | President, Convince & Convert | Co-author:
The NOW Revolution - 7 Shifts to Make Your Business Faster, Smarter, and More Social
4

MARKETING THE WALL STREET BRAND
OF THE FUTURE
RESHAPING COMMUNICATIONS IN THE FINANCIAL SECTOR
by Matthew Kirdahy | BlissPR | New York, NY | Chicago, IL

The future isn’t social media. The future is all media.Yes, that means you too, Wall Street.

TRADITIONAL MEDIA:
The channel agnosticism conversation is happening now and in 2012 it On Saturday morning, a sophisticated investor reads Barron’s for
will reshape communications strategies in the financial world. The thrust breakfast and sees an in-depth profile of a winning money manager. On
of the concept is simple. Dispense a message using all vehicles at our Monday, he calls his financial planner and they discuss parking some cash
disposal to reach key constituents. Whether the impetus is to garner with that manager.
loyalty, draw new customers or create brand awareness, the approach
remains the same.
SOCIAL MEDIA:
Let’s look at two real examples that worked in 2011: A financial planner tweets a link to his white paper about what the 2012
presidential election means for a retirement portfolio. A retiree reads
the piece and starts rethinking her retirement strategy.

What did we accomplish here? In effect, we took incremental and studied
steps to build a financial business and a leading voice in the community.
We did it the old-fashioned way (newspaper) and the new-age way
(social) with sensitivity to the rules that many investment experts believe
keep their hands tied. In most cases, it’s important to employ these
tactics and others.

5

Some financial firms already employ these tactics.
The largest brands were first to this party. Yet, many players are reticent to take the leap.
Here’s how to formulate the game plan for the next 12 months:

PLAN AND ATTACK. STICK WITH WHAT WORKS.
Establish a core message that is palatable across all mediums. Some Have respect for and experiment with all channels, but use
language may have to be adjusted accordingly, but the overarching only those necessary to meet the business’ marketing and
theme is constant. What’s the reasoning behind attacking on all communications goals. No one ever said a Google+ page and a
media fronts? This is not PR for PR’s sake. Identify what will help build Twitter handle were essential (and they never will). Manage the
your business and then fish where the fish are. approach as carefully and closely as the dissemination to avoid
unwieldy communication across multiple channels. So, to those of
you in the world of high finance, bulls and bears alike, this is the basis
“WHEN” IS AS IMPORTANT AS “WHERE.” for your marketing and communications plan of tomorrow. Bear in
mind, the process is constantly evolving – which is as exciting as it
Data collection and management are at the foundation of any can be challenging, because this is how your business will remain
successful plan. When is the best time for the business to host relevant. Finally, know above all else that this business relevance will
a blog, tweet or appear on TV? When are your key constituents require an understanding not just of social media, but of all media.
paying the most attention? Afford the business time to experiment
with diverse tactics to establish the ideal approach as it pertains
to timing and where those messages are placed, be it on Twitter,
television or in the newspaper.

6

ENGAGING
AUDIENCES
THROUGH
Creating Content to Facilitate Learning
and Enhanced Recollection
by Sue Bohle | The Bohle Company | Santa Monica, CA GAMING
But you might be called about:
Sooner or later, you are going to get a call about promoting a game. A Facebook game, where the target audience is women or teens,
Everybody is playing them, from toddlers to retirees, and they might and the best activity to reach them is through social media or a
not even know it. It’s not just about games as leisure entertainment. charity tie-in.
Game mechanics are being incorporated into all kinds of products
An educational game or app for children – possibly played on the
that will be put in front of our noses, from children’s homework
iPhone, iPad and/or Android. Mobile games are white hot. A whole
to bank promotions. Why? Because research is showing game-like
host of sites have sprung up where you can get those reviewed.
activity engages the participant, facilitates learning and increases
absorption of the content. A game that teaches consumers about the environment, global
warming or endangered species.
Jumping into traditional games – “World of Warcraft”, “Madden NFL”,
A dentist with a game that helps kids learn why it’s important to
“Assassin’s Creed” or one of the other multi-million dollar games
brush their teeth.
for the so-called “hardcore” MMO (Massively Multiplayer Online
Game), FPS (First-Person Shooter) or RTS (Real-Time Strategy) An instructional product for emergency medical personnel that uses
player – might be a little too deep of a dive. You would need to learn game play to help them learn the best choices in various
an entirely new vocabulary (as evidenced in the last sentence) and dire situations.
create a media list from scratch, since the majority of reviewers are
A game developed by a software company to help you learn how
not listed in any directory. (Refer them to us!)
their new product works.
An advertising agency that wants you to promote the innovative ads
the creative team has developed for a customer.
7

Games save money over face-to-face training and the audience prefers
the interaction. Plus, they provide a 24/7 opportunity for learning and
risk-taking (making bold choices; sometimes being told they chose a
wrong answer) in a safe environment. Every type of organization is
jumping in.

It will still require a different type of PR or promotional activity than
you are used to, but the process can be exhilarating and game industry
growth is not going to slow down. Video games for the entertainment
Where should you look for the opportunity? All around
market have surpassed Hollywood films and games that are designed
you. Starting at the top, companies like IBM and CISCO have
to teach or train participants rather than simply entertain them, are
embraced games as key tools in their business and marketing
already a multi-billion dollar market in themselves.
strategy. Fortune 1000 companies will follow. Medical
institutions are using games to teach everything from surgery
to nursing skills.

And if you want a guiding hand on your first venture, we’re here
to partner with you.

8

EYEING Offering Marketing Solutions for the New Central Hub: Home
LIFESTYLE
DESIGN
by Amina Piciotti | CBO Communication By Objectives | Milan, Italy

Far from dead, Italian design is more alive than ever and indeed “is a Willingness to invest in homes and thus on their livability is comparable
strategic sector, especially in this time of crisis.” According to a recent only to the desire to take care of one’s own well-being. Frequenting
survey by ADI, the Italian companies that have grown in recent years spas, wellness salons and gyms has become very popular and creating
(despite the global financial crisis) are those who have called on design, personal home spas or fitness areas is a possibility that many take into
“understood not as a brand, but as a process that involves not only consideration to cut costs. Exercise machines, whirlpool bathtubs
innovative products but also services, materials, a whole project.” and small appliances for personal care products are sold by non-food
This is the opinion of Luisa Bocchietto, architect and president of the retailers in large quantities.
Industrial Design Association.
Finally, Expo 2015 is approaching and will be full of a variety of events.
What we expect in 2012 is a blossoming of design projects in different It is an important opportunity for territorial marketing, in which
areas of business. Design is an overused term but it is also a concept, Italian companies will proactively promote the excellence of Italian
a way of thinking and a symbol of innovation in the present and future design and products. But, as with all other events in our country, it
of our economy. Lifestyle design represents a specific growth area in will also provide a marketing opportunity for international companies
which Italian and international companies are moving toward very fast. already competing in our market, to enhance visibility and business
Functionality and aesthetic in furniture stands for more than purpose, opportunities. CBO has extensive experience in these areas and is
it represents how to differentiate among competitors in the market. ready to help companies to participate and play an important role in
these areas.
On the other side, end users are dealing with a severe crisis and are
much more interested in staying at home, in a comfortable house, even
if it is small. Interior design and furniture are growing as topics to chat
with family and friends about – more than technology or fashion, but
still less than football, as always!

9

MAINTAINING TRANSPARENCY
IN WESTERN CANADA’S
ENERGY AND NATURAL RESOURCES SECTOR
Why Corporate Social Responsibility is the Way Forward

One of the biggest marketing opportunities in Western Canada
in 2012, and beyond, is to help clients in the energy and natural
resources sector obtain and retain their “social license to operate”.
Companies are struggling with ways to reduce their capital costs
and increase access to raw materials. Nevertheless, society
demands them to not only act in a socially responsible way but to
be transparent about their actions.

There is ample evidence that a failure to obtain and maintain a
“social license” leads to trouble for the proponents of a project.
For example, a pipeline deemed crucial to the Canadian province of
Alberta’s economic growth is in limbo partly because the company
began to obtain right-of-way easements before it had reason to
believe it would get the “go ahead.” Landowners balked. They didn’t
see any benefit. The company threatened. The pipeline proponents
severely underestimated the strength and determination of contrary The Dutch have articulated the opportunity in Western Canada
stakeholders to withhold public support. where companies are responding to the global appetite for energy.

This idea of “social license” resonates with a new discipline which Our counselling services must begin much earlier than at the point
Worldcom PR Group partner, IvRM in The Netherlands, recently where clients are thinking about applying for regulatory approval.
introduced. Dubbed “legitimacy management”, this firm believes Long before clients meet the regulators, they need help to identify
we can help organizations to improve acceptance, appreciation and and meaningfully engage with individuals and special interest groups
trust among stakeholders by combining several communication and that are going to be directly or indirectly affected, or who think
strategic services. they might be.

10

Companies in mining, forestry, oil and gas and other forms
of energy provide abundant opportunities to public relations
firms to help them gain and maintain their “social license.”

Some of the ways public relations can help include:

Partnerships and ally development

Community relations

Reputation management

Stakeholder outreach and engagement

Perception research

Public information and education

Social media

Media relations

Helping clients in the energy and natural resources sector in
Western Canada to obtain and retain their “social license to
operate” presents a major marketing opportunity for PR firms
at the cutting edge of communications and strategy.

11

OFFERING FOOD FOR THOUGHT
ON ALBERTA’S AGRICULTURAL OPPORTUNITIES
What Niches Marketing Communications Should Tap Into in 2012

A recent outlook by Alberta journalist Bill Mah pointed to possible
opportunities for management and communications professionals
specializing in agriculture here in the Canadian province of Alberta Here are some niches where ‘MarCom’ dollars could be well-spent:
in 2012.
Arising from the “slow food” movement,
The world population recently logged its seven billionth mouth to
farmers are tapping into expansion of domestic consumption.
feed. People must eat. In India and China, a rising middle class is
broadening its diet to include more protein and imported foods.
Also, as meat demand increases, feed grain prices rise. Biofuels and bio-materials innovations
are giving producers other revenue streams for their products and
Farmers and ranchers coming into the business now are becoming waste materials in the future.
highly sophisticated in marketing and business. This is good news for
firms in the field of advertising and public relations. New companies are helping to diversify the industry
with a value-added side to the agri-food industry.
Perhaps budgets in the marketing communications field will grow along
with their clients’ acumen and optimism for our agricultural future.
12

Mah and others point out that with our aging workforce on
our farms and ranches, attracting marketing and business savvy
people and keeping them on the land is increasingly difficult
against the higher wages offered by the energy sector.

However, labour shortages often drive greater budgets and
stronger programs for internal communications, recruitment and
community relations.

Other worries do tend to put the brakes onto overly optimistic
forecasts for new business opportunities.

Here are some of them:
The Eurozone crisis is causing huge swings in commodity prices.

Could China’s economic bubble burst?

Our loonie, while at or near parity with the U.S. dollar, makes it
harder to export into the United States.

13

POSITIONING
POLAND
How Euro 2012 is Poised to Impact Travel and Tourism
USING
EVENT
SYNERGY

by Karolina Dzwonnik and Hubert Raczkowski | Glaubicz Garwolinska Consultants | Warsaw, Poland

The biggest challenge Poland has, in the organizational, logistic and The promotion of cities on the Internet seems obvious. It is an
marketing arena, is the 2012 UEFA European Football Championship effect of common belief that if something is not on the Web, it
(Euro 2012). The activities of the Polish government, public does not exist in the real world at all. In this context, organizations
institutions and private companies focus on this oncoming event. have started to take care of Poland’s image in the virtual realm.
Euro 2012 gives Poland the opportunity to promote the country and The most popular tools online are social networks (in Poland they
strengthen its position in the international arena. are Facebook, YouTube and Blip, the Polish equivalent to Twitter).
Organizations and companies constantly update their presences and
Euro 2012 will be not only be a time of intensified work, but also try to engage users. Another popular tool is using videos to promote
of increased incomes for Polish entrepreneurs. They will have to Poland, its historical buildings and tourist sites and attractions. The
use the championship as a promotional tool to position Poland as videos are widely commented on by the media and thanks to buzz
a country worth returning to in the future. It is estimated that in marketing - forwarded among Internet users, including foreigners.
the culminating moment of the event, the number of visitors might Many Polish cities are even dedicating sections of their websites
amount to millions of tourists. How do we make football fans notice to the football championships. Their sites also usually include city
not only the games, but also the cultural resources of Poland? How guides, Polish Pass (a customizable 3-in-1 voucher covering: insurance,
do we encourage the visitors to return after the championship? transport and accommodation), newsletters, galleries and tourist
“must haves” (important addresses and contacts; FAQs; and football
fan packs of information).

According to experts, because of Euro 2012, every year Poland is How are the private entrepreneurs preparing for Euro 2012? First
estimated to garner nearly half a million tourists more than before. of all, they are investing in marketing and advertising activities,
This will obviously increase the profits from tourism. Therefore, the producing new gadgets, introducing English versions of their websites
Polish Tourist Organization has been implementing a promotional and becoming more active on social networks. They also work to
campaign since June 2011, which aims to convince Europeans ensure (for example, through sponsoring) their company logos will be
that a trip to Poland will always be something more than a trivial visible to potential end users. Hotels, carriers and service providers
experience. All of the promotional activities in the project are are increasing their resources, improving their logistical processes
focused on emphasizing innovation and breaking presumptions and or investing in language courses for their employees in order to – in
stereotypes. The campaign uses typical promotional tools (television, the name of the slogan – “build Poland’s future together.” For small
press, outdoor), communication and PR activities, focusing on companies, the logo of Euro 2012 on their products is a chance to
cooperation with the media and for the first time – build awareness in their respective markets. For big companies, it
also with bloggers. is an opportunity to strengthen their market positions. Activities
and relationships developed during preparation for Euro 2012 will
definitely bring positive results in the future.

The Polish Tourist Organization has already started planning another
promotional campaign under the motto, “Come back after Euro, you
haven’t seen it all!”

TAPPING INTO

SOCIAL MEDIA
How Strategic Customer Engagement is Shifting Gears in Germany
by Corinna Voss | HBI Helga Bailey GmbH | Munich, Germany

In Germany, social media activities are on an upswing:
According to Eurostat, Germany maintained seventh position
in the European Internet usage ranking. 80 percent of the
people between 16 and 74 in Germany are online and 76
percent of the German Internet users are registered on a
social network. According to Magazin Germany, Facebook
already has over 19 million German users – almost one
quarter of the general population. A survey conducted by
the Allensbach Institute for Public Opinion Research in 2011
revealed that a great number of people in Germany are using
the Internet to obtain information on products.

16

Of the 9,043 people questioned, 52 percent read test reports, 49 percent gained information through reviews and comments, 43 percent
looked up company websites and 22 percent informed themselves via forums and blogs. Many consumers declared that they are fans or
followers of companies and brands. 56.9 percent have had a closer look at a product because of the like button. 37 percent have even bought
something. As the amount of Germans using social networks increases, it is advisable to adapt direct marketing methods. The implementation
of a functioning communication platform is essential for a successful customer engagement strategy. The following identifies how to maintain
an up-to-date communication channel:

1 2 3
First, set up a database to sort customer Furthermore, these platforms offer the In conclusion, the implementation
leads by relevance according to business possibility to interact in real-time with of social media strategy will become
sector and corresponding clients. Once clients and potential customers. Aside essential for successful lead generation
ready, we can consider the most adequate from accumulating valuable data, social in 2012 and certainly be one of the main
way to maintain intensive contact and media platforms also offer the possibility growth opportunities in Germany. In the
address each target person individually to consequently influence public U.S., this development is already more
regarding their personal preferences. To opinion. The most important means of advanced. Germany as “slow adopters”
save time and money this data can be communication to implement and to has just started implementing and
exported from the growing number of influence opinion are blogs. Blogs are using these new tools. Many German
social media platforms. Several blogs on especially useful because they can easily companies still have a lot of questions
the specific topic or Facebook page, for be monitored and the messaging can be and concerns regarding social media. HBI,
administrators, could serve as starting delivered exactly the way clients want to a Worldcom Partner public relations
points to gain useful information from fan have their topics presented. agency, can help to develop a strategy.
profiles in order to draw a clearer view of
the target group.

17

FOSTERING
A growing number of organizations are
wrestling with the fundamental question
of whether or not they are still relevant
to their customers and to society.

RECIPR CAL The question for the future is not
“how do you become the best,” but rather,

COMMUNICATIONS
“why does your organization matter?”

Aside from their reputations, organizations
have to focus more on their relevance. This
requires a different design of strategies and
The Rise of Legitimacy Management policies for marketing and communications.
by Maarten Halsema | IvRM | Bussum, The Netherlands

Channel-Driven
Lack of Relevance Communications Opportunity
The question today is how organizations At the moment many organizations focus Many organizations know by now that
can enhance their relevance for customers, on channel-driven communications in they no longer have sole control of their
prospects and other stakeholders, but also order to strengthen their own position. success. However they are still not acting on
for society. A lack of relevance or value Without a strategy in place, increasing it. De Legitimiteit Groep (The Legitimacy
is the main cause of the difficult position online and social media activities and making Group), in which IvRM Communications is
many organizations are currently in. As they huge investments in marketing campaigns a partner, sees this as a great opportunity
struggle to demonstrate their relevance and are often a bad choice. Channel-driven to introduce a new discipline: Legitimacy
value, many products, services and messages communication too often leads to no Management. With Legitimacy Management,
are difficult to sell. Often, organizations are more than a forced dialogue of pushed De Legitimiteit Groep helps organizations
overdoing it to win the customer and are messaging. It does not necessarily reflect improve the acceptance, appreciation
losing control of their image. This common the perceptions and interests of the target and trust among their stakeholders, by
error makes organizations vulnerable in audiences. Especially when the company reciprocity in actions and communications.
their perceived reputations. does not live up to brand statement Legitimacy Management combines services
promises, the risk of reputation damage can on the cutting edge of communications and
be considerable. strategy, such as corporate positioning,
public affairs consultancy, stakeholder
management, editorial marketing and social
media management.
18

Expert Takeaways The Answer is Reciprocity
Berlinda Harkink, director of De Legitimiteit Groep and an expert in In the end there is only one good answer to the questions, “What is
reputation management, suggests the following measures to enhance the solution for relevance, trust and enhanced value and with what can
the relevance of your organization: an organization enhance their social capital and thereby their financial
capital?” The answer is reciprocity: connecting with the interests,
Claim a relevant issue (social) to which you want to connect as an views and goals of stakeholders and taking these into account in
organization. Make it small, especially if you only have a few resources. strategy and policy. Of course, organizations must also enhance their
reputation, but that only works if it is reciprocal. With Legitimacy
Make sure the theme fits your brand positioning and identity. Management De Legitimiteit Groep has developed a structured and
result-oriented approach for this.
Immerse yourself in the interests and views of your stakeholders (not
just your clients or your investors.) Use secondary research, social
media monitoring and stakeholder research.

Regularly initiate a dialogue with your stakeholders and look at the
best ways to reach them (e.g., through social media, direct contact
or influencers).

Take the views of your opponents very seriously,
Look very critically at the nature and frequency of your
communication, especially when it is channel-driven communication.

But foremost, listening is more important than hearing yourself talk!

19

TAPPING THE
SOUTH AFRICAN CONSUMER MARKET
Expert Takeaways on the Opportunity in Targeted Communications
by Ruth Golembo | Lange 360 | Cape Town, South Africa

HARNESSING TECHNOLOGY IN SOUTHERN AFRICA over 82 percent (collective average) in the past 20 years. And
Southern Africa’s time is now. The global economic crisis and the South Africans have leapfrogged into the 21st century through
Eurozone meltdown have refocused the world’s sights on the region technology (92.1 percent mobile penetration versus fixed line
in a way similar to the business euphoria which followed the release of only 9.1 percent). There is a huge opportunity to make up for
of Nelson Mandela and the country’s first democratic election more the gap in communications created by the country’s isolation and
than a decade and a half ago. economic sanctions during the apartheid era. Improved and targeted
communications are required to change perceptions, drive sales and
There is huge - and growing - consumer demand in Africa. The South deliver growth.
African economy grew its GDP by 4.9 percent over the past 10 years
and the National Monetary Fund forecasts predict Africa will account South African consumers are ahead of Japan (0.71 percent),
for 61 percent of global growth over the next three years. By 2020, Philippines (0.64 percent) and China (0.49 percent) in terms of digital
Africa alone will account for $1.4 trillion in consumer spending. But, communications via Twitter, at 0.85 percent of total global use. And
in order to unlock Africa’s (and especially Southern Africa’s) massive we have 4.4 million Internet users despite being perceived as a Third
business potential for brands, good strategic communications World economy.
are essential.
THE OPPORTUNITY EXPANDED –
WHAT CLIENTS ARE MISSING: FOLLOW THE MONEY
THE GOLDEN AGE OF THE EMPOWERED South African consumers have money and there is pent-up demand
CONSUMER IN SOUTHERN AFRICA for global products. Our commodities lead the world. South Africa
is first in platinum output, second in palladium output, third in gold
Unlike the rest of the world where print media is shrinking, print
output, sixth in coal output and ninth in wool output (according
and digital channels in South Africa have grown dramatically by
20

to The Economist). South African banks are second in the world for Digital connectivity has become the golden thread of
soundness (Global Competitiveness Report 2011/12) and the South communications. We have already seen how the world’s
African rand was the second best-performing currency against the previously “voiceless” have been empowered through
U.S. dollar from 2007 to 2011 (according to Bloomberg’s Currency technology. This decade has already been dubbed the Golden
Scorecard). South Africa’s stock exchange is the largest in Africa, Age of the empowered consumer by PricewaterhouseCoopers
16th in market cap and 19th in largest gains (The Economist). South in its annual forecast of media and advertising. Astute
Africa sold $1.8 billion worth of new cars to the U.S. in 2010 and car businesses need to know how best to harness the groundswell
sales are projected to grow by 10 percent in 2011 to 460,000 units of connectivity to ensure their products, brands and
with brands including: Ford, GM, Mercedes-Benz, Toyota and VWSA. corporations get the best advantage.
South Africa was also the first ever African host for the FIFA Soccer
World Cup.

SEIZE THE OPPORTUNITY – EXPERT TAKEAWAYS
The largest challenge is access to cheap, effective communications
channels. Broadband and fixed line telephony is very expensive and
limited. Postal services and even access to print media and television
is limited because of the size of the continent, lack of infrastructure in
rural areas and challenges around literacy.

THIS CHALLENGE HAS BECOME THE BIGGEST OPPORTUNITY FOR:

FINANCIAL INSTITUTIONS: First National Bank has created its
own channel to consumers by providing free cellphones to
empower consumers to use cellphone banking (and choose
its banking services over others). In the high wealth market,
one private banking group has provided free iPads as a direct
connection to its customers.

RETAILERS: Retail loyalty is being won not only by price but, as in
the case of PEP Stores, by providing free texting service between
customers on its own short messaging service.

CONNECTIVITY: Many businesses that enjoy steady foot traffic
are now providing Wi-Fi services (either free or subscribed) as a
value-add for their customers. These businesses usually include
coffee shops like vida e caffè, restaurant chains, book stores and
health clubs like Virgin Active.

CREATING A NEW
CUSTOMER SEGMENT
FOR A CHANGING MARKETPLACE
Adapting Travel and Tourism Marketing for Gen Y
by Virginia M. Sheridan | M. Silver Associates, Inc. | Fort Lauderdale, FL | New York, NY

In the travel and tourism sector, generally known as the hospitality
industry, the biggest marketing opportunity, by necessity, is attracting a
new generation of traveler. The huge and highly attractive baby boomer
market is aging out and with roughly 10,000 people a day turning 65
years old. This group is increasingly scaling down on the frequent,
worldwide and once arduous travel they once so thoroughly enjoyed.

The much talked about Gen X and Y are an attractive replacement
market – across all geographic and demographic levels – especially
considering that Gen Yers will become the largest consuming generation
in history. While attractive, they are very different from boomers and
require new approaches to customer cultivation and development. In
contrast to the open-mindedness and brand loyalty of the boomer,
Gen X and Y audiences are more demanding and opinionated, less
loyal, and more cynical and skeptical of traditions and institutions. They
put a premium on truth, make decisions based on word-of-mouth
recommendations and have a global awareness of environmental and
geo-political issues that shape decision making. They are more into
experimentation and “authentic” experiences than their parents and
require higher-than-average service levels and customization.

22

While still influenced by some traditional media, especially television Tips to maximize marketing to the “Next Gen” traveler:
and specialized magazines, Gen X and Y get their information
from the Internet as well as from trusted friends, celebrities and Have a strong Internet presence across multiple channels of
other notable influencers. They regularly check rating sites and distribution and communication
reviews, especially those that let them connect with friends, and
want apps that help them find the right restaurants, shopping and Promote authentic experiences – customized and localized
attractions tailored to their interests. Impatient by nature, they want
information quickly dispensed and primarily delivered by Focus on customer relationships, manage customer perceptions and
electronic means. share information with employees and customer advocates to create
product “ambassadors”
When marketing to these new, younger audiences, best practices
show that the route to successful customer development is a Interact with customers, including purchasing, via mobile devices
careful application of the three “M”s of specialized communications:
audience-specific messaging, motivation and methodology. Use testimonials and create credible peer influencer programs

Broaden the value proposition – good pricing is essential, but luxury
perks can impress and close the deal for the Gen X and Y market

Monitor your online presence for mentions and reviews to correct
missteps, provide service fixes or make amends

Surprise customers with instant rewards and stay in regular, but
tempered contact

Highlight your company’s community activism, environmental
initiatives, corporate social responsibility and philanthropy

Develop ways for customers to “get involved” through volunteerism
and give back programs

23

SOCIAL SHOPPING
How Retail and Consumer Packaged Goods Brands Can Take Advantage of
and Thrive in Online Communities Through Marketing Integration
by Jessica Carlson | Off Madison Ave | Phoenix, AZ

According to Forrester Research, e-commerce is quickly By taking small steps, you can glean key learnings to guide more
approaching $200 billion dollars in revenue in the United States in-depth integration. For example, with our client, Bar-S Foods, we
alone. While that attributes to just a paltry 8 percent of all U.S. were able to create more buzz around their brand by integrating
retail sales, imagine what retail – both e-commerce and brick and email marketing and social media efforts. By placing an offer that
mortar – would look like when fully integrated with social media, was exclusive to the social media community, and promoting
allowing brands to leverage millions of over-sharing, word-of- it to the e-newsletter subscribers before the fans, we were
mouth-spreading, savvy-shopping digerati. able to convert thousands of subscribers, which translated to
an increase of 55 percent in fan base, and allowed
In marketing via social media, there’s still an inclination to either the brand to further their relationship with these
oversell or completely undersell. The top social brands in the retail consumers.
and consumer packaged goods industries have learned to create
a balance between the two, but also integrate their marketing In learning that Bar-S Foods’ email subscribers will connect with
efforts to maximize results and create more buzz around these the brand in other channels when incentivized – and that the
initiatives by leveraging social media platforms carrot doesn’t need to be huge – will help us determine how they
and tools. can ensure that larger integrations are effective and successful.

RCE IS
E-COMME ING
PPROACH
QUICKLY A N
LIO
$200 BIL IN
S
DOLLAR THE
E IN
REVENUES ALONE.
T TA 24
UNITED S

SO, HOW CAN RETAIL AND CPG BRANDS

GET STARTED?
1 TAKE SMALL STEPS TO INTEGRATING.
Similar to the Bar-S Foods example, by integrating social media
in your other marketing initiatives, you can expand your reach.
3 PLAN FOR LARGER-SCALE AMALGAMATIONS.
After integrating marketing efforts, retail and CPG brands can
take their business to the next level by looking at how they can
Leveraging on-site interactions, website visits and paid media to combine the physical and digital worlds, while leveraging the
thoughtfully direct users to connect in social media will not only inherent benefits of both. Not sure what that would look like?
help build relationships in the present, but will aid in increasing ModCloth has a wonderful marketing initiative on their site
the effectiveness of future, larger-scale integrations. called “Be the Buyer,” where users select the clothing they’d like
to see available on the online boutique. Piggybacking off what

2
they’ve done, other brands could implement similar programs
CREATE A BALANCE IN CONTENT. on Facebook, leveraging the platform’s functionality to grow fan
Similar to awareness-focused advertising, marketing on social
bases by encouraging fans to invite their own friends. For example,
networks is more about priming your audience to make the
when a fan votes on a product they’d like to see a retail or CPG
appropriate connections themselves – but you will see the results
company introduce, they could receive a prompt of “Invite your
from sprinkling in a harder sell increase as your audience becomes
friends who have just as great taste as you do to vote for your
more engaged and loyal. Taking those key messages from your
pick,” inciting the organic growth of the outpost. When certain
other marketing initiatives and distilling them into content that’s
products are selected, they can be highlighted in the brick and
more engaging and entertaining will ensure that the integration
mortar location, such as a user-selected dress being showcased
between the two won’t fall flat in social media communities.
on a mannequin in a department store, and include an explanation
that the Facebook fans selected the item and a prompt to like the
brand on Facebook to help make future selections.

25

CATCHING THE NEXT
ECONOMIC WAVE Why Canada’s Pacific Coast Province is Uniquely
Positioned to Ride Out a Tough Global Economy
by Norman Stowe | Pace Group | Vancouver, British Columbia

As Canada’s Pacific province, British Columbia, with its abundance of Having benefitted from the international attention it garnered during
natural resources, proximity to Asian and American markets, well- the Vancouver 2010 Olympic and Paralympic Games, and with
educated talent pool, and arguably the most stable and secure banking shipping lanes that lead directly from its west coast ports to major
system in the world today, is ready to ride out the current economic Asian economies such as China, India, Japan and South Korea - British
storm and come out even stronger when it’s over. Columbia’s economy and people have the resiliency and resources to
catch the next economic wave.
Since becoming a Canadian province in 1871, British Columbia – the
size of England, France and Germany combined (or Washington, We’re known for our forests in British Columbia, as well as our
Oregon and California combined if you’re from the U.S.) – has always rugged landscapes and scenery - but most of all, we’re known as
been a trading economy. As a result, we have always looked outward one of the top tourist destinations in the world. Tourism is one of
for our success, and have, over the years, made sure our trading eggs our biggest and best industries, and to capitalize on the worldwide
aren’t in one basket. exposure British Columbia received during the 2010 Winter Games,
the province has launched a new tourism marketing strategy. It takes
Add that historical perspective to our vibrant and growing aim at well-established markets such as California, Japan, South
multicultural society, with strong connections to Asia, Europe and Korea, Australia, Germany and the United Kingdom, as well as
South America, and you get a better understanding of how British countries with growing tourism potential like China, India and Mexico.
Columbia can work its way through the current worldwide economic crisis.

26

For a decade, tourism in British Columbia grew more rapidly than and India. British Columbia is also seeking foreign investment, and is
the rest of the province’s economy, despite a challenging global positioning itself as a prime destination for international students and
economic climate. Tourism in British Columbia employs a workforce talent.
of more than 127,000 people, and the new tourism strategy is
aimed at achieving annual sector revenues of $18 billion by 2016, or With its entrepreneurial spirit, exceptional mix of urban and rugged
about five percent growth per year. The strategy brings together natural landscapes, well-trained workforce, excellent education
government, industry stakeholders and communities to work as a and technology facilities, strategic Asia-Pacific location and warm,
team in: bringing more visitors, generating increased revenues and safe welcome for its visitors, British Columbia can count on a wide
creating jobs. spectrum of diversified economic and marketing opportunities now
and in the years ahead.
With 13 ski resorts – many of them open all four seasons for
summer activities like mountain biking and hiking – British Columbia For British Columbians, on the far western side of Canada, optimism
also intends to become known as North America’s number one starts right here at home. After all, with an economic platform
mountain destination. Whistler-Blackcomb is consistently rated as that’s built on stability, talent and education, unparalleled resource
the number one ski resort on the continent, and the 2010 Winter strength and a financial system that’s second to none in the world,
Games served to further showcase British Columbia’s numerous we have every reason to believe that we can not only weather the
winter activities, ranging from skiing and snowboarding, to heli-skiing current storm, but that we can also prosper in the process.
and snowshoeing.

The other major marketing opportunity up our sleeve is ramping
up the export of British Columbia products and services, for which
there is growing demand, especially in Asia. Quite simply, British
Columbia has what the world wants, in abundance. When it comes
to natural resources, we’re among the biggest of big box stores.
Whether it’s oil, gas, coal, minerals, wood or any number of other
natural resources, British Columbia has it all.

In addition, British Columbia companies involved in mining,
forestry, oil, liquefied natural gas, seafood, film and motion pictures,
technology and research will all benefit from world demand for our
commodities – in turn creating new jobs and opportunities. British
Columbia will also be able to attract more business by building on
its longstanding cultural and business ties with countries like China

27

SHOWING SOME
COURAGE
IN MANAGING METRICS
by Matt Kucharski | Padilla Speer Beardsley | Minneapolis, MN | New York, NY

With several major international public relations associations drafting and
Determining the Right Measurement Method adopting the Barcelona Principles of Measurement, there’s renewed interest
to Deliver for Clients in the topic of measurement and metrics in communications programs.

Fight or Flight? The Measurement Zoo
When someone asks for program metrics, it’s usually either fight or You need to avoid the wild animals in the zoo.
flight. The “fight” happens when the communications professional
launches into a litany of reasons why the program can’t be measured. There’s the HIPPO Method. That’s measurement based on the
The “flight” is when we run back to our offices to try to come up Highest Paid Person’s Objectives. There’s the Monkey See, Monkey
with some type of graph or pie chart. It’s up to us as professionals to Count method. That’s when we run off and measure everything that
engage in a constructive conversation about what can – and should – can be measured because there are really cool tools out there to
be measured within a program. do it. There’s the Penguin method. That’s where every tactic in a
program is measured in the same way. Our industry used to do this
We’re really measuring value – not ROI. Value has three dimensions. a lot when we calculated the “advertising value equivalency” of a
There’s monetary value – how many dollars did I invest, and how published story and tried to convince senior leadership that the one-
many dollars did I earn? There’s also utility. Does this method line mention in the story was as valuable as taking out a full-page ad.
work better than other methods? And there’s a third dimension Finally, there’s the T-Rex Method (hey, my zoo can have a T-Rex if I
– reputation. Sometimes we choose an approach because it says want it to). That’s when the measurement becomes so all-consuming
something about us – and about our brands – even though on paper that it devours your entire budget. Measurement itself requires
it might be a more expensive or expansive option. investment – in both time and money – so make sure to keep your
perspective.

28

The Three O’s
At Padilla Speer Beardsley, we start with the premise that
measurement in and of itself is a good thing both for us and for the
clients. Then we use the “Three O’s” to frame up the conversation.

O utputs – this is the most basic form of measurement,
and everything we do can be evaluated at this level. In
essence, it’s what we produced and how we did in producing
it. Was it on time? On budget? On message? Adhering to
corporate standards? Yes, I know this is pretty basic, but for
some programs, this can point out inefficiencies that need to be
addressed.

O uttakes – one level up in sophistication, outtakes focus on
who was reached versus what was produced. What’s the
circulation on that article? How many people viewed that Web
page? Who downloaded the video? What was the attendance
at our event? We’re getting more and more sophisticated at
measuring at the outtakes level, but we need to realize that
“reaching someone” is rarely the end goal.

O utcomes – clearly the most sophisticated form of
measurement. Here we’re looking at what behaviors
changed as a result of our efforts. Who voted? Who purchased?
Who stopped protesting? Who called their legislator?

Outcomes-based measurement is the Holy Grail in communications,
and it’s within reach. But getting there requires three critical
elements: research, clear objectives and measurement of programs
vs. tactics.

There’s never been a better time to commit to program
measurement. Our internal and external clients demand it, the
industry is adopting reasonable and consistent standards and the
tools are there for us to do it effectively.

29

STEPPING UP IN
CORPORATE SOCIAL
RESPONSIBILITY
How the Mining and Resources Industry Corporate Social Responsibility
Can Cultivate Positivity These factors increase the need for mining and resources companies
to boost their Corporate Social Responsibility (CSR) presence in
by Douglas Pye | Phillips Group | Brisbane & Sydney, Australia 2012, moving from risk mitigation to proactive relationship building,
by developing positive links with the communities they work in.

In recent years, the mining and resources industry has played a By doing this, companies have a strategic opportunity to gain real
major role in the business growth and development of Australia; value from giving back to their local communities because it’s the
through export income and business wealth generation. As the right thing to do. This could be implemented through a number of
world’s largest exporter of coal and ranked globally in the top three ways, such as minimizing environmental impacts, launching a road
producers of alumina, bauxite, iron ore, lead, nickel, tantalum and safety campaign or boosting youth education and job opportunities
zinc, this boom has increased job growth in regional and remote in remote areas.
areas across Australia. It has also created mass infrastructure
development, land resumption and environmental strains. To address the issues and challenges the sector is facing,
organizations should consider an integrated campaign which
positions the company as socially responsible; in turn generating
community awareness and triggering behavioral response. This
behavioral call-to-action is one of the most crucial elements to
deepen the level of engagement between the organization and the
community and translate a campaign into a meaningful connection.

Essentially, it communicates authenticity to stakeholders, ensuring
the most crucial intangible element of the organization – reputation
– is protected into the future.
30

Government Relations
Each organization has differing needs and expectations when There are local communities in regional and remote Australia
exploring or undertaking CSR campaigns, but fundamentally any currently benefitting from the mining and resources boom. These
exercise considered must: townships have a monopoly of the mining-generated wealth.
However, a great majority of nearby towns are struggling to stay
Align with the organization’s brand afloat. These local governments need assistance to bridge the gap
between the burgeoning job market and the mining and resources
Be an extension of the organization’s core values industry.

Demonstrate full transparency to stakeholders Communication consultancies can help to bridge the gap and realize
full strategic possibilities of this previously untapped market. These
Not be seen as a means of ‘taking’ surrounding communities have the means to offer workers a great
lifestyle in a lush rural community, including: shorter travel time to
Be able to show a clear and demonstrable benefit to the cause work for the fly-in-fly-out staff, lower rent and house prices and
friendly communities for young families to grow. Local governments
Must achieve measurable benefit to the organization, both internally need assistance to address these issues and educate not only the
as well as to external stakeholders mining and resource organizations of what they have to offer but also
the burgeoning workforce.

31

GAINING INSIGHT INTO
BRAZIL’S PROMISING
MARKETING OPPORTUNITIES
Valuable Insights from the Most Developed Latin American Economy
by Angélica Consiglio | PLANIN | Rio de Janeiro and São Paulo, Brazil

Brazil is one of the most important countries in the world and one Brazil has a new and positive scenario for the first time in its life
that offers more business opportunities to foreign companies. Brazil because the country will host the 2014 World Cup and the 2016
is the fifth largest country in the world both in area and population Olympics. This will be an unprecedented chance to promote the
(190 million). It is a multicultural democracy, one of the largest Brazilian brand and ensure a legacy of economic and social benefits.
economies in the world and an increasingly important player in the Brazil plans to use the Olympics as an economic platform to attract
international scenario. Brazil has been gradually taking the role of different businesses and investments that surprisingly can go way
a regional power, being involved in missions of peace, mediating beyond the sporting events. The public and private sectors are
conflicts in Latin America, and struggling to have a place in the investing in infrastructure, overall in the expansions of ports and
United Nations Security Council. Today, Brazil has the eighth largest highways. This shall increase significantly in the next few years.
economy in the world and the most developed economy in Today, the industry — from automobiles, steel and petrochemicals
Latin America. to computers, aircraft, and consumer durables — accounts for
30.8 percent of the gross domestic product. Industry, which is often
A number of economic reforms conducted during the ‘90s resulted technologically advanced, is highly concentrated in the metropolitan
in the partial opening of the Brazilian economy and helped in areas of São Paulo and Rio de Janeiro.
leveraging the domestic market and controlling inflation. The
fundamentals of such reforms were kept in place during President Brazil is one of the most attractive countries for foreign investors.
Lula’s mandate (2003-2010), and this ensured the country maintained Also, Brazil has been considered the “country of the future” because
an economic stability that it had never experienced before. Today of its geographical size, growing population and abundant resources,
the country has a woman as president and Dilma Rousseff is both it is rapidly becoming one of the world’s economic powerhouses.
head of state and head of government. Brazil controls a great deal of the world’s most basic resources.

32

It has the largest farmable area in the world (22 percent of the
territory), 33 percent of the planet’s forests, and 15 percent of the
world’s potable water. It is the world’s largest producer of coffee,
oranges, and sugar-cane; second largest of manioc, beans, soy, beef
and chicken; third largest of refined sugar and corn; and ranks in the
top ten in the production of grains, cocoa, eggs, pork, cotton and
rice.

Aside from the local issues with education and infrastructures, Brazil
is one of the main worldwide social media users. The country has
more than 80 million Web users and half of them access Facebook,
meaning Brazil has the sixth highest Facebook adoption-rate
worldwide. Also, Brazilians make up the majority of Twitter users in
the Latin America region and has more than one cellphone
per habitant.

Today, a very representative number of companies are investing in
communications to position their brands and products in the market.
We are seeing a new movement and new opportunities. Improving
the income of Brazilians has increased the potential consumption
of the C and D classes, which already represent a market of $460
billion. Young people represent, according to research from a
consulting firm, around $55 billion. And for every $100 in goods sold
in the retail market, $40 is from products purchased by women.
These emerging consumers already own 69 percent of credit cards
and consume 75 percent of everything sold in supermarkets.

So, Brazil is a new world of possibilities but to be successful it is
important to have the local touch, know the market and
speak Portuguese.

33

MICROPOLITAN
MARKETING
by Noemi Pollack | The Pollack PR Marketing Group | Los Angeles, CA Focused Regional Messaging in LA

California has always been known as the essence of entrepreneurial may not work five miles down the road. Language innuendos and
spirit and, in particular, Los Angeles has certainly always celebrated cultural differences need to be understood and addressed in every
new ideas, new ventures and offered opportunities for businesses communication tactic. Regional media outlets engage in myriad ways
to flourish. Notwithstanding today’s state budgetary issues, the and it falls to the responsibility of the communications professionals
city, renowned as the creative capital of the world (entertainment to find the means, style and tone in which to reach
industry), is still the largest manufacturing center in the United States and manage them. It is really about niche regional marketing.
today, one of the world’s busiest ports, a major financial and banking
center, a biotechnology nucleus and the largest retail market in the The fact that LA is the nation’s largest port in terms of value of
United States. It is a landscape of diversity, a melting pot if you will, goods handled and tonnage, together with its proximity to the major
and it commands an understanding of its diversity. Pacific manufacturing nations—Japan, China, Korea and Taiwan,
presents advantages. Other prominent industries in the Los Angeles
The last few years have witnessed major economic expansions. By all area include health services, education, high-technology research
accounts, what was considered the traditional three-tiered economy and development, professional fields such as architecture and
in Los Angeles (aerospace, entertainment, and tourism), has now engineering, and a large construction business, both commercial and
become a more multi-tiered economic engine that focuses on trade residential. Los Angeles sits on the cutting edge of change. It sets
and shipping, tourism, manufacturing, biotechnology and, of course, the stage for other regions to replicate. Mining the communication
entertainment. opportunities to reach vast audiences in this multifaceted
business landscape, demands from communications professionals
The communication challenge lies in understanding that the LA sophisticated resources and skills to navigate the most complex
“sprawl” has sprouted a series of “micropolitan” centers (as opposed communication tools. Marketing in Los Angeles is like marketing
to a metropolitan center), each with its own needs, wants and across several countries – without the borders.
opportunities. Communication tactics that work in one center

DIGITIZING
BRAND REPUTATIONS
Engaging Audiences Through Customization and Usability
by Venceslava Drabkova | PRAM Consulting | Prague, Czech Republic

Today we are surrounded by an overwhelming amount of information While, it may seem counterintuitive to embrace both negative and
and advertisements. The range of available products and services positive comments, we see a big marketing opportunity in 2012 for
is ever-widening. More and more we see the reality of the popular companies enhancing and monitoring their reputation by engaging
“poster effect”, which emphasizes that because of advertising’s with customers online. As audience preferences continue trending
ubiquity, people notice it less and less. We see a chance to break towards customized engagement rather than mass messaging, key
through the noise by offering product customization and subsequently messaging should always maintain a customer-centric focus. A
embracing product reviews. With the integration of product recently popular social media tactic is providing users with tools
reviews in the equation, the reputation of companies becomes that give them the opportunity to participate in the customization of
more important than ever. In the digital space, the public opinion products. We’ve found this tactic to garner engagement and overall
of companies can change within minutes, even after many years of success in brand reputation.
a great brand reputation. So how can companies build, develop and
protect their reputation in 2012 with a solid digital strategy? Tactics like these are changing interactions with their key audiences,
but the company mustn’t forget that the public should always be
People want quality and reliability in the products or services able to evaluate products and get the opinion of impartial experts.
available to them – especially with more expensive ones. Because Companies and top public relations firms alike should therefore
purchasing decisions are heavily influenced by a quick online search, develop relationships with bloggers and other online opinion leaders.
companies should own a share of voice in the digital space. One It’s particularly useful to monitor their observations and reviews –
great potential for marketing agencies is to assist target audiences in especially those which could make an impact on the reputation of the
finding their products by delivering easily navigable sites that provide company. They collectively provide a listening tool that should prove
the most important data and unique selling points in easily digestible, crucial for planning and decision-making.
bulleted lists. Customers also want immediate answers to questions
about products or services and they want to get a professional and The reputation of a company is associated with a number of factors,
impartial opinion from experts in the field. Therefore, it is beneficial both in the physical and digital realms. We see an opportunity
to build a presence on social media platforms and in doing so, to enhance customer relationships online with customized key
approach each platform with planning and strategy that delivers a mix messaging and product planning. In establishing those relationships,
of easy-to-find information and access to objective public opinion. companies gain substantial monitoring data that will prove actionable
in the maintenance of their brand reputation.
35

USING
COMPETITIVE INTELLIGENCE
TO STAND OUT
How Health Care Services Clients Are Benefitting
by Dorothy Oliver Pirovano | Public Communications, Inc. | Chicago, IL

It’s as though a “quiet period” Even small providers stand out in the silent The efforts can be very simple.
market if they direct their marketing dollars
has overtaken the health care to lower cost-higher yield tactics. Take A blood center can draw in donors on
services market. what might be devoted to a very modest practically a moment’s notice if it starts
advertising campaign and redirect it to collecting cellphone numbers and texts
Whether it’s a group of blood centers, measurable public relations tactics: when spaces are available at blood drives.
pharmacies, home care providers or public
health agencies, the depressed economy Media outreach that results in long, detailed A webinar by a home care provider,
has shut down much of the marketing of articles in traditional media promoted through senior residences or
these critical organizations to consumers. activity centers, gives important information
Insurance providers and many hospitals and Social media platforms that generate while drawing potential customers.
health systems have remained vocal as they engagement from an audience interested in
promote a Medigap plan or long-term care what you have to say A non-commercial, sponsored video with
policy; a new cancer center or a women and healthy living information directed people
children health service – but many other “Informal” video and audio podcasts that can suffering from a chronic condition and
service providers have greatly reduced be posted in multiple venues distributed through advocacy organizations
their outreach. can reach an audience interested in services.
Highly targeted events that may not draw
The silence of competitors provides large numbers of attendees but draw the
terrific opportunities for those who do “right” ones – the ones that matter Take advantage of the silence in your
step up. We’ve launched many a marketing marketplace with well-directed, cost-
communications program on the back of a effective and measurable communications
competitive analysis that showed little in the programs. Tapping a market that isn’t hearing
way of promotions under way by others in much from your competitors gives you a loud
the field. share-of-voice with an attentive audience.

36

RESCUING
MARKE ERS
How the Recession-Proof Pet Industry is Turning Tables
by Monty Hagler | RLF Communications | Greensboro, NC

Over the years, pets have moved from the barn, to the yard, to the bed. Many in the U.S. consider their pet a member of the family, and they
demonstrate it by opening their wallets and purses. In a recent survey, nearly 70 percent of U.S. pet owners polled said they would spend any
amount to save their pet’s life, evidence of their inclination to invest in their four-legged family members. During the recession, Americans
slashed discretionary spending in many areas—but not on their pets.

While pet owners are willing to indulge, they aren’t on a shopping spree. It’s not “If you build it, they will buy.” Their purchases of products
and services are largely influenced by those they consider reputable in the pet arena: veterinary staff, qualified pet experts, breed specialists,
and the like. Clients who tap into this sphere of influence in marketing and their products or services stand a much better chance at success.
And the market is broad, covering every aspect of a pet’s life from food, training, bedding, grooming to veterinary care. No one consultancy
offers marketing, PR and/or advertising expertise across this broad market, except perhaps for the Worldcom Pet Partnership spearheaded
by RLF Communications. More than 15 partner agencies with broad, deep experience in nearly every area of pet care stand ready to work
seamlessly and effectively with pet-related businesses.

According to the American Pet Products Association, U.S. pet owners will have spent a record $50 billion on their animals in 2011. Spending
in the pet economy has grown every year since 2001 and only once by less than five percent annually in the past ten years. Pet ownership
continues to increase; currently, about two in every three U.S. households has at least one pet. Given expected continued improvement in
the economy, the stage is set for pets to be a solid business opportunity in 2012 for smart marketers supported by able consultants like the
Worldcom Pet Partnership.
37

PRE-LAUNCHING
PRODUCTS CONSUMER INTEGRATION
WITH
Why Putting Your Customer Front and Center is a 2012 Imperative
by Julie Hall and Joan Schneider | Schneider Associates | Boston, MA

Launching a new product or service in the age of social media isn’t easy. The Stage-Gate Solution
Brand managers can profit from adapting Dr. Robert Cooper’s
As product launch specialists, we know that now it’s harder than Stage-Gate approach to developing new products and initiatives by
ever to get your customer’s attention, and their dollars. But as incorporating customer input:
more people embrace social media, brands have an opportunity to
deepen customer relationships, drive loyalty and increase purchases. In the Preliminary Investigation phase, consider and identify what your
Extending relationships with and among customers is the new norm. customers really need. Why do they choose your products and brand
It’s time to explore collaborative marketing and messaging with over others? What would they change?
customers—and brands working together to find the right words and
actions to motivate consumers to try and buy new products. For the Detailed Investigation phase, consider starting a beta program
to test your product or services with a few core customers, secure
Consumer integration in action feedback and use their input to refine your product.
Several brands are using customer integration in developing new
services and products. New Balance customers helped design their The Development phase provides the opportunity to craft your
Minimus running shoe line. Baskin-Robbins crowdsourced the creation messaging with input from customers. What are they saying about
of a new ice cream flavor. Mountain Dew’s Dewmocracy campaign your brand, product or service? What do they want to hear?
called on customers to advocate and gather votes for their favorite
discontinued flavors. In the Testing and Validation phase, introduce the redesigned product
to the customers who provided feedback.
Getting engaged During the Manufacturing Production phase, provide your employees
By involving customers before making product development and with the training and tools they need to become ambassadors for the
management decisions, brands can acquire new customers and get launch.
existing customers excited before product even hits the shelf, leading
to robust initial sales. What’s better than that? In the Market Launch phase, involve the customers with whom you
initially recruited to create the launch marketing strategy.

38

MARKET PERFORMANCE via INTERNAL COMMUNICATIONS
How a Peer-To-Peer Model Drives Employee Engagement
by Mike McDougall | Travers Collins | Buffalo, NY

Organizations seeking to improve their market positions
typically begin searching for external solutions among customers,
prospects, distributors, retailers and suppliers. They look to their
communications and marketing teams to refine and amplify messages. Moving to a peer-to-peer model – one in which the company’s
They take another glance at burgeoning digital media efforts, perhaps communications professionals become the educators, evangelists,
placing some additional budget allocation against promising programs. and mentors – presents myriad business advantages that can drive
That’s expected and most certainly fair. measurable market impact. Information moves more quickly among
teams and individuals, creating a more nimble culture that can rapidly
Some companies, though, are tapping into a method often hidden adapt to changing conditions. Strategic concepts are given added
in plain sight: reinvigorating and sometimes reinventing their context by those in the trenches, helping promote understanding
internal communications function to better align employees against of how business decisions will directly affect employees if executed
the challenges at hand. This goes beyond refreshing an internal as planned. Feedback originates from all levels, bringing to light new
newsletter, placing some lipstick on the intranet site or increasing viewpoints and potentially game-changing innovation. Collaboration
the frequency of senior leadership messages to their teams. Savvy reaches new heights, especially among groups once separated by
executive teams are developing and executing plans to deploy peer- power silos that were deemed impenetrable. Combined, these
to-peer communications skills – and instill the desire to use them – benefits tap the knowledge of the entire organization to form new,
across all levels of the company. powerful insights on a more frequent basis.

Doesn’t this amount to a decentralization of the employee Establishing a differentiated internal communications model isn’t
communications infrastructure? In many ways, yes. The peer-to-peer easy. It isn’t immediate. And it isn’t always fun, at least during
model is what our associates are experiencing every day beyond the early stages. But the peer-to-peer construct is the future of
the office, through increased personal use of digital media – social how companies will develop and nurture optimum organizational
sites, blog posting and commenting and even that old killer app called performance that translates into market success. What we give up
email. Unfortunately, in the corporate setting, there continues to be in control we’ll more than earn back in engaged and empowered
an over-reliance on messages emanating from the center. employees across the enterprise.
39

Worldcom Public Relations Group presents "PR in 2012"

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