1. Aligning Brand & Reputation
Harnessing the Power of Public Relations
Marketing & Communication in the Technology Era
March 29, 2012

2. Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and their
publics
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3. Public Relations aligns your brand
with your reputation
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5. Brand is more than a logo and tagline; it
is the promise you make and sets up
expectations for consistent experiences.
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6. Reputation encompasses whether people
believe you fulfill the brand promise and
how it influences attitudes and behaviors
toward your organization and its products.
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7. Reputations are a
combination of
perception and reality
formed through
experience
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8. The way in which the outside world expects a
company to behave or perform is its most
important asset
Expectations drive sales and traffic
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10. “In today’s increasingly digital world,
the experience is the message.”
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11. You can't build a
reputation on what
you are going to do.
− Henry Ford
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13. Building a Reputation
Intentional, purposeful effort to create and
sustain a brand
Ongoing process
Reputation on the line, everyday
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15. Monitor
What are people talking about?
Where are they talking?
What are they looking for?
What is being said about you and your
competitors?
Who are the “influential voices?”
Where can they find you?
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17. Transmit
Know your audiences. What are
their concerns, needs, interests and
motivations?
Select the most effective channels
for the audience. Where do they get
their information? Direct or
indirect? Online or offline?
Remember, it’s about them
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18. Scoring Publicity
Do your homework
Think like a reporter
Find the news hook
Be precise & to the point
Pick the right vehicle
Make it easy for the
media to tell your story
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19. What’s a Good Story?
Newsworthy
Appealing
Accessible
Relevant to a broad
(or specific) audience
Has human interest
Offers great visuals
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20. What is Newsworthy?
Timeliness
Prominence
Proximity
Significance
Unusualness
Human Interest
Conflict
Newness
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21. What’s the Hook?
Process milestones
Public participation
Tie to current news
Science
Trigger events
Field trips
Trends
Human interest
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22. “Earn” the Media
Get to know the reporters and editors on whom
they depend. Do your homework. Understand
their wants and needs
Understand the constraints under which
reporters and editors operate. Understand the
journalist’s job and how the media works
Prove yourself worthy of the level of trust and
confidence practitioners need to do their jobs
well. Build relationships
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23. Earned Media Tips
Target the right media with your information
Continuously think about the interests of the
readers and listeners
Stay true to the objectives
Exercise creativity in how information is
presented
Meet the requirements of the media
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25. Engage
Move from shouting to the world to
engaging in conversations
Join the conversation
Build relationships
Provide context
Share stories
Ask others to share
Offer perspective
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27. Educate
Position company as thought leader
Present employees as experts
Prepare audiences for the future (forecast
trends and industry evolution)
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28. Thought leadership turns your
organization’s activities into intellectual
capital that supports your position,
expertise and point of view to shape and
influence perceptions about your company.
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30. Through ongoing visibility, engagement
and expertise programs, opportunities are
generated to place your brand in front of
consumers when and where they are looking
for information.
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32. Remember …
Public Relations should focus on achieving
organizational goals
Constantly monitor current events and be
opportunistic
Invest in building relationships
Publicity is not always a “sure thing”
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33. Questions?
Eva Keiser, APR
The Plural I
612.940.4254
eva@theplurali.com
@evakeiser
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