Welcome to the PRSA 2007 International Conference Blog
Subscribe to the Podcast: 
On the Record...Online with VP Global PR Disney Parks & Resorts Duncan Wardle
Vice President of Global PR at Disneyland Resorts Duncan Wardle goes On the Record...Online to discuss the impact social media has had on marketing Disneyland Resorts in the digital era.
This podcast was recorded at the 2007 Public Relations Society of America International Conference in Philadelphia.
Duncan Wardle is Vice President of Walt Disney World and Global PR for Disney Parks. His current role encompasses the strategic development and execution of PR campaigns designed to raise awareness and increase intent to visit Disney Parks worldwide. Mr. Wardle's team launched the company's first word-of-mouth and online social network campaign, enlisting thousands of evangelists and leveraging their passion for the brand to convert new audiences. He also oversaw the first global PR campaign conducted by Disney Parks in celebration of Disneyland's 50th Anniversary. Prior to his current role based in Orlando, Fla., Wardle has served in an executive PR capacity for the Walt Disney Company in Los Angeles, Hong Kong, London and Paris.
Show Notes:
3:25 - Wardle discusses his role in the launch of Disneyland's podcast.
3:51 - Wardle on the promotional benefits of podcasting.
6:17 - Wardle on appealing to younger generations who are impervious to traditional media.
8:10 - Wardle on the current challenges of marketing Disney, an iconic American symbol, to the international community.
9:18 - Wardle on the future strategy of Disneyland Parks evolving in order to maintain the standard of excellence for theme parks worldwide.
10:03 - Wardle shares words of advice for PR professionals moving forward in the digital era.
11:25 - Wardle on his presentation at the PRSA 2007 International Conference.
11:47 - Wardle explains how people can subscribe to the Disneyland podcast.
11:53 - End
Schwartzman is also the managing director of Los Angeles PR firm Schwartzman & Associates and founder of online pr and new media marketing service provider iPressroom. He is also the creator and instructor for the New Media PR Boot Camp, which he teaches regularly for PRSA and clients.
Subscribe to the Podcast:
CEO of TopRank Online Marketing Lee Odden goes On the Record...Online with Eric Schwartzman of online PR service provider iPressroom to discuss value of search engine optimization marketing.
This PR podcast was recorded at the 2007 Public Relations Society of America International Conference in Philadelphia.
Lee Odden is CEO of TopRank Online Marketing, a leading Internet marketing agency that specializes in helping companies improve sales and brand visibility online. Based in Minneapolis, TopRank has been recognized as a leading search engine optimization firm by TopSEOs.com and PromotionWorld and has been included in Marketing Sherpa's guide to SEO firms for the past 3 years. An internet marketing veteran and recognized expert on search and blog marketing, Mr. Odden is executive editor of MarketingBlog.com. He is a regular contributor to industry leading publications including BusinessBlogConsulting.com, WebProNews and Search Engine Guide.
Show Notes:
3:16 - Odden gives examples of the benefits of SEO.
4:07 - Odden on the role of SEO in a media relations.
5:52 - Odden on the search engine optimized press release.
7:00 - Odden on keyword placement within a press release to secure an optimal search rank.
7:58 - Odden on the usefulness of mentioning competitors in press releases to increase page rank.
8:50 - Odden on the impact of media data for search rank.
9:56 - Odden on developing separate press releases SEO and media relations.
11:55 - Odden reveals the strategy for managing a client's reputation by placing positive content as the primary link on a search rank.
13:50 - Odden on the ethical considerations of using inbound links to determine page rank.
15:54 - Odden on Google's shortcomings.
17:50 - Odden on recommending SEO to clients more interested in traditional public relations.
19:27 - Odden on developing an SEO marketing strategy to increase client visibility.
20:15 - Odden on why his PR strategy appeals to clients.
21:18 - Odden shares his single, biggest SEO mistake.
22:13 - Odden on his single, greatest SEO accomplishment.
23:09 - Odden on the challenges of learning to SEO content.
25:10 - End Schwartzman is also the managing director of Los Angeles PR firm Schwartzman & Associates.
Subscribe to the Podcast:
Subscribe to the Podcast:
Subscribe to the Podcast:
Subscribe to the Podcast:
Marianne Allison is the Executive Vice President and Chief Innovation Officer for Waggener Edstrom Worldwide, an agency that provides public relation services using innovative communication methods for global organizations impacted by change. As CIO, Marianne is responsible for the agency's intellectual property strategy, as well as promoting ideas and innovation internally through cultural and educational initiatives. She was integral to the development and design of Waggener Edstrom Worldwide flagship Innovation CommunicationSM system, which helped ground the agency's reputation for deep and substantive work in public relations.
Show Notes:
3:20 - Allison describes her role at Waggener Edstrom Worldwide.
4:10 - Allison on how she became the Chief Innovation Officer.
5:23 - Allison explains how she advise clients on promoting early adoption of new, innovative products and services.
6:59 - Allison reveals the challenge of introducing a new technologies to consumers.
8:44 - Allison on what can be done to accelerate the adoption of new technologies.
10:02 - Allison elaborates on steps to alleviating consumer anxiety toward new technologies and consumer electronics.
10:57 - Allison gives examples of how consumer dissent can positively impact product innovation.
13:53 - Allison on the importance of trust when introducing new technology products and services.
16:44 - Allison talks about whether philanthropic endeavors can actually work to build consumer confidence in new technology.
18:54 - Allison on the launch of Microsoft Vista and the future of the software giants.
22:05 - End
Schwartzman is also the managing director of Los Angeles PR firm Schwartzman & Associates.
Subscribe to the Podcast:
Larry Weber goes on the On the Record...Online with host Eric Schwartzman of new media marketing service provider iPressroom to discuss the impact that social media has on news today and his experience building one the world's largest PR firms, Weber Shandwick Worldwide.
Subscribe to the Podcast:
Edith Wilson goes On the Record...Online with host Eric Schwartzman to discuss the integration of new media at the World Bank and how the organization has responded to recent controversial issues.
This podcast was recorded at the 2007 Public Relations Society of America International Conference in Philadelphia.
NOTE: This is not a political podcast. We are interested in how technology is changing the way organizations communicate, and the way people consume media and information. This interview focuses on getting at the lessons Wilson has learned as a communications professional. We take no position on the issues or policies of the World Bank.
World Bank Originally uploaded by blahmni. Edith Wilson is Senior Advisor on Corporate Communications in the External Relations office of the World Bank, where she has worked since 1998. She assists the Director on special projects and policy documents, and lends technical assistance and training to Bank projects on strategic communications issues. As a project manager at the World Bank in 2002-2004, she led a team integrating public affairs and communications components in World Bank Loans and projects, providing technical assistance and designing strategic communications and opinion research programs for client countries. Prior to joining the World Bank, Ms. Wilson served as Senior Fellow and Director at the Progressive Policy Institute, and as Chief of Staff for Senator Carol Moseley-Braun (D-IL.). Before working in government, she was Senior Vice President of International Affairs at the public affairs firm Burson-Marstellar, working on NAFTA implementation and environmental issues.
Show Notes:
3:38 - Wilson on why the World Bank is seen by some as a controversial organization.
4:26 - Wilson reflects on her track to Senior Advisor of External Relations at the World Bank.
6:54 - Wilson on protest that have occurred at the World Bank Meetings.
10:45 - Wilson on the challenges she faces as a communicator for the World Bank.
12:37 - Wilson reveals the lessons her team learned as communicators during Paul Wolfowitz's controversial resignation as World Bank President.
16:02 - Wilson on the World Bank's position concerning leveraging the internet to increase transparency of the organization.
17:52 - Wison discusses common what she believes are common misperceptions of the World Bank.
20:02 - Wilson on the World Bank's relevancy at a time when countries can get loans from other financial institutions and the fight against poverty has proven to be a difficult task.
22:43 - End
Subscribe to the Podcast:
PODCAST: Former US President George W. Bush's director of communications Karen Hughes goes On the Record...Online with iPressroom founder and chairman Eric Schwartzman about strategic communications messaging, promoting American values at this time of war and the challenges of publicizing unpopular US policies abroad.
NOTE: This is not a political podcast. We are interested in how technology is changing the way organizations communicate, and the way people consume media and information. This interview focuses on getting at the lessons Hughes learned as a communications professional. We take no sides on the issues or policies of George W. Bush Administration.
Karen Hughes is the former undersecretary of state for public diplomacy and public affairs, with the rank of ambassador. Her objective was to lead the development and implementation of a comprehensive public diplomacy plan. Previously, Hughes was the director of communications while George Bush was governor of Texas, from 1995 to 2000. Later she was counselor to president George W. Bush from 2001 to 2002. In July 2002, Hughes moved back to Texas for two years before rejoining the Bush Administration in August of 2004 as a campaign consultant.
This podcast was recorded on Oct. 22, 2007 at the PRSA International Conference 2007 in Philadelphia, the week before Ms. Hughes resigned from the position of undersecretary. The episode was released on Oct. 31, 2007, the same day Hughes resigned from the US Department of State.
Show Notes:
3:58 - Hughes on the challenges of promoting American values abroad at this time of war.
5:48 - Hughes discusses communicating unpopular US policies that are unlikely to change.
8:40 - Hughes on the single most important part of a strategic messaging campaign.
10:33 - Hughes on the real value of research to political campaigns.
12:06 - Hughes contemplates the internet's role on the upcoming 2008 Presidential Election.
13:46 - Hughes on the opportunity new media presents corporate communications and public relations professionals.
14:23 - Hughes on her future political aspirations.
15:13 - End
It turns out that at the very moment we were attending this session, thousands of Californians were being evacuated from their homes. The Red Cross was sending out messages via Twitter, telling people where they could find shelter and what they needed to do. They also were using their regular channels, including a purpose-built blog, as well as local radio and television. But even local media were turning to social media platforms to get the word out.
Gerald Baron is CEO and Founder of AudienceCentral, which makes the online crisis management software Public Information Emergency Response (PIER), and is also the author of the blog CrisisBlogger and the book Now Is Too Late 2, was the session presenter.
Building Trust in a Crisis
Baron said that you have to do two things during a crisis situation to build trust:
- Do the right things
- Communicate them well
Communicating well includes getting the word out fast; communicating directly; and communicating honestly and transparently.
He emphasized the importance of having some kind of remote Internet-based platform to allow effective communication between internal stakeholders and the external community.
During Katrina, the Coast Guard used an online platform to effectively communicate the work they were doing. As a result of their ability to do a good job and communicate effectively about what they were doing, they were given an additional $1.7 million in funding, while the Department of Homeland Security budget was cut by 15 percent.
Building trust has never been harder
- We have an exceptionally high standards for ethical and social performance--and expectation of failure
- The media and the public as "regulators" controlling the license to operate
- Highly competitive Mainstream Media (MSM) competing for dwindling audiences based on immediacy and infotainment
Audiences are accustomed to instant news, infotainment and the availability of the Internet, which have led to faster turnaround times on information, the ability to have direct communication with stakeholders and a demand for more transparency by companies.
What Has Changed in News
While newsrooms are cutting staff, we've added 60 million new "citizen journalists" over the past few years. Bloggers are eyewitness and insiders and therefore great sources to the news media. For instance, a cell phone video of an explosion, or any other news event, can be recorded by a citizen-journalist blogger on a camera phone, then picked up by the news media and played over and over again. Baron recommended reading The News About the News to discover how the Wall Street model of media needs to be changed.
What Has Changed in Infotainment
News adopted the melodrama formula of entertainment: the bad hat company, the white hat activist, and the maiden in distress, or whatever is threatening the public good. 60 minutes marked the start this philosophy called infotainment. And with the advent of reality television the lines between journalism and entertainment become even more murky.
What Has Changed with the Internet
We live in a post-media world with high expectations for direct and immediate communication. Social media is creating new styles, formats and expectations for interactive communication. The concept of audience is going away, the term is now "friend." The Internet has allowed for the development of large scale networks of these friends, making every story global.
The Demands
Speed, I want it now. Yes, right now.
Directness, I want it directly from you to me, not mediated or through someone else, and I expect to interact with you directly.
Transparency, give me the straight story because if you hide something I will find out and then I will never trust you again.
We have to get over the idea that the media is the audience, they are merely the means to talk with the audience and that is evolving fast. Now with the expectation of direct communication our ability to react is even more challenged. If your company has decided not to deal with bloggers because "the approval process is such that one can't keep up with them." The answer is, "You better figure out how to fix the policy and change it."
The bloggers are at the front lines of this battle.
Multiple Channels of Communication
An adequate communication plan will utilize multiple channels of delivery and include a plan to host the crisis communication platform offsite from the company to allow for continuity in a crisis.
Baron pointed out that the Websites of the major players, such as the Port of New Jersey and New York went down, the FBI had millions of hits and two minute download and CNN only stayed up because they stripped the pages bare to avoid delayed download times.
He stresses an integrated approach that used a number of communication channels such as texting, Internet, special Websites and telephone. Communicate in all of these modes simultaneously
How to Narrow the Gap
There are a number of barriers standing in the way as many companies pursue these new tools and ways of communicating. These run the gamut from sensational to mundane, but include such roadblocks as attorney review, executives traveling, key decision makers unavailable, slow web update, delayed vetting, too many approvals needed, IT control over Internet, corporate policies and corporate speak (which reduces credibility)
There are four ways to increase trust and cut down on the red tape.
4 Ps of Crisis Response
Policies: define winning, we will be the first and best source of the news
Plans: who does what when?
People: preparing those who will determine success or failure (drill, evaluate and drill)
Platform: what tools are needed to enable success
- Collaboration to work together
- 24/ access, urgent communication does not keep regular hours
- All tools available on a Web platform, with no dependence on technical resources
- Full spectrum to provide information via push, pull and interactive communication, to both media and other stakeholders
Baron feels that the day of press releases is over, most media just want they bullets, video and images
Baron's Blog: www.crisisblogger.com
tags: Crisis+Communication, Southern+California+Fires, Red+Cross
