THE NEW PR Meeting today’s communication needs and priorities
THE NEW PRMeeting today’s communication needs and priorities
Background• I help companies live their values & tell their
authentic stories.
• Disclaimer: The opinions and thoughts expressed today are my own and do not reflect those of any organization, employer, spouse, etc.
Linkage between corporate communications and sustainability
• What is the core purpose of corporate communications?
• To effectively manage and maximize your relationship with key stakeholders . . .
• . . . ensuring ongoing viability of the enterprise
Stakeholder Map (Simplified)
Company
Suppliers
Employees
Customers
Community
Regulators/
Government
Competitors
Public Relations
Tangible Assets
Intangible Assets
Financial Capital Physical Assets
Intellectual property
Unallocated goodwill
Labor environment
Brand imageEngagement/
productivity of employees
Community support
Customer loyalty
Regulatory environment
Effective Stakeholder Engagement• many of the duties traditionally assigned to
company’s communications departments can best be accomplished by maximizing the effective development, implementation, management and communication of sustainability efforts.
Five Keys to Maximize SustainabilityPrograms
1. Alignment with your core business model (why)2. Integration with day-to-day operations (how)3. Employee Engagement and Empowerment (who)4. Tangible (local) Benefits (where)5. Maximize Stakeholder Engagement (what)
1. Alignment with your core business model
Our Vision 2020Financial Objectives
Expand premium offer to capture higher profit sales
Increase sales volume of existing customers
Improve margins Reduce DSOsEnsure compliance
Operational Objectives
Identify best practicesIntegrate best practices
throughout company
Increase market share Reduce raw materials costsReduce transportation costsReduce lost time accidentsReduce fines/mediation
Sales Objectives
Expand share of business with existing clients
100 percent retention of existing clients
Win new business Competitive analysis
Cultural Objectives
Attract / hire / retain the best talent
Culture of continuous Improvement
Align HR processes and incentives with desired outcomes
Increase productivity
Reduce turnover
2. Integration with day-to-day operations• From a Vision to a Culture
– Communicate consistently
• Identify and build on “quick hit” benefits • Reduce Costs
– Tax advantages/incentives– Risk Management– Building Credibility
• Increase Opportunities– Social marketing and co-branding– Employer of Choice: values-based companies are winning the war for talent
• Identify Longer-term Benefits – Corporate reputation and image.
IT IS EMPLOYEES WHO DEFINE YOUR ORGANIZATION’S CULTURE BY THEIR ACTIONS AND WORDS, RATHER THAN ANY EDICT OR VALUE STATEMENT POSTED ON THE WALL.
You are not – and never were – in ‘control’ of your brand
3. Employee Engagement and Empowerment
• Living your values requires employees to– Know organizational values– Understand their role in maintaining and supporting them– Believe that their behavior matters– Act in alignment with those values (so watch your
incentive programs!)
3. Employee Engagement and Empowerment• Asking people to engage in behavior that is seen as
incompatible with their regular duties is a recipe for failure • Values-based Companies are Winning the War for Talent
– Two-thirds of graduating university students surveyed said that making a difference through their next job is a priority
– 45 percent of students said that they would even take a pay cut to be able to have a position where they could make a difference.
– Those who say they can make an impact while on the job reporting greater satisfaction (49 percent) than those who can’t (26 percent). Net Impact’s Talent Report: What Workers Want in 2012
4. Tangible (local) Benefits• “All politics is local” – Tip O’Neil• Measurable• Credible• Appropriate• Demonstrable • Visually ‘obvious’
5. Maximize Stakeholder Engagement
• Identify stakeholders1. Employees2. Customers3. Shareholders4. Competitors/Industry5. Communities6. Government
• Engage appropriately– Not an ‘audience’– Dialogue to reach
understanding– Don’t work with those who
seek capitulation of your business model
GOOD PR CANNOT OVERCOME A BAD REALITY
Manage reality and the messaging becomes much simpler
What Does It Take To Be A Leader?
InfluenceHow our values are integrated into
business
ActionsHow we live our values
ExpertiseHow we encourage others to adopt
HEALTH CARE STRATEGIESBrand promise of standards/innovations
Be the benchmark for Operational Excellence
HEALTH CARE STRATEGIESOur culture as differentiator
Brand promise standards/innovationsBe the benchmark for Operational Excellence
HEALTH CARE STRATEGIESLeverage the strength of our peopleOur culture as differentiator
Promise Plan Program Performance
• Supply chain• Food Industry• Business practices
(labor, d&I, etc.)
• 14 Commit-ments
• Goals• Timelines• Milestones
• Initiatives• Programs• Efforts
• SMART measurement tool
• Third party validations
• Drive client actions• Drive customer decisions• Drive public awareness/expectations• Behavior change
Health & Wellness
• Suppliers partners creating alternative ingredients
• Research based
• Xenex room sterilization equipment
• Local, season, susty sourcing
• Varied bal food options
• Health and Wellness solution
• Reduce salt, sugar, fat
• Healthy Healing Environment: reduce HAI’s
• Dietitian Expert Network
• Health Ability rebrand
• Infection Prevention Solutions
• Agreement signed
• Roll out milestones
• Media• Presentatio
ns• White
papers• Op-Eds• Editorials• Blogs
• work with marketing
• Whole Room Disinfection
• Blacklight Inspection
• Hand Hygiene Compliance Monitoring
• USDA food guidelines
• Percent of accounts w/ dietitians
• % offering MN• Bucket list • Results
releases
• Outcome Results (Moses Cone)
• White Paper
• Promote chef creations as delicious and healthy alternatives
• Promote chefs as experts• Promote dietitians as source on the value
of increasing consumption of fruits, vegetables, whole grains
• Medical Nutrition Training (MNT) services now covered
Environment • Clarke floor cleaning equip
• Tennant ECH2O• 3M Stone Care• Ecolab Maxx
Alcohol Resistant
• Reduce water
• Reduce energy
• Chem/ waste reduction
• Boost results
• Integrated in ES UOS
• Shine by Sodexo best practice
• Use in hospitals
• Use in senior living?
• In all accts
33% labor•90% chem •Patient sat•Staff sat•66% water savings
• Client/Nursing testimonials
• Joint white paper/presentations, YoutTbe video, etc.
Holistic • Sliderocket• EFX• PR News award?
• CO2• Worklife• Cost
• Replace travel with virtual tours
• Times used• Results
• $$$/CO2/days away saved
• Sales
• Get sales team to embrace• Use for clients• Replace trips
• Sales of program to other communities• Rebranding to include Sodexo• White paper on why non-touch, non-
chemical solution is superior• Client Outcome Studies• MRSA, c diff results?
BECAUSE CAUSES HAVE A NATURAL AUDIENCE ON SOCIAL MEDIA, YOU MUST BE THERE AS WELL
Why are social media so important?
It’s the potential reach that matters
• If you’re worried about what your employees are saying about you on twitter, your problem is not twitter
• Bloggers and internet reports are the next iteration of professional journalism
• Therefore, important to guide not control
Social Media
Why are companies so afraid of Social Media?
Twitter• The average Twitter user
has 126 followers
Corporate logo apparel• Average number of fans at a
major league baseball game in 2012 30,352
• Football game 67,394
Five Keys to Build Reputational Capital
1. Alignment with your core business model (why)2. Integration with day-to-day operations (how)3. Employee Engagement and Empowerment (who)4. Tangible (local) Benefits (where)5. Maximize Stakeholder Engagement (what)