12-1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-2 Chapter 12 Experts and Interviews Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-3 Reminders for Unit 5 All assignments are due no later than Sunday at midnight CST. If you have outstanding IPs, be sure they are submitted by then for you to receive credit. Only one late project can be submitted in Unit 5—all others will receive a grade of zero. Final grades will be posted by Tuesday at midnight CST. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-4 Thought Leaders People or firms whom an industry or a consumer group recognize for contributing a new way of thinking and/or original perspectives to their field Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-5 Using Experts* Be authentic Don’t self-censor Say it your way Persistence is everything Look to the future Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall *From Ken Lizotte, author of The Expert’s Edge: Become the Go-To Authority People Turn to Every Time

12-6 Getting Published Articles Write a book Self- and Electronic Publishing Case studies and white papers Blogs and podcasts Speaking Being an expert source Interviews Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-7 Byline The line of text indicating the author of an article or other published work Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-8 Publishers have specific guidelines for submitting articles, which MPR professionals should adhere to when preparing a submission Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-9 Experts like Elizabeth Gordon have written books that support their business ventures. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-10 Being an Expert Source To help foster expert/reporter relationships, author and marketing guru Peter Shankman launched Help-A-Reporter ( m) in March HARO, which connects journalists with the sources they require using a social media platform, has a growing stable of journalists from around the world who use the service on a daily basis. This free service has grew to more than 40,000 members before the end of Michigan State University Professor Aneil Mishra joined HARO in spring 2009 and has participated in many interviews with journalists, including one with a feature writer from MetLife. He and his hybrid vehicles are featured in the summer 2009 publication, MetLife, Your Life mailed to 600,000 Met Life members. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-11 Executing the Interview Relax! You’re prepared. Remember, Physical appearance matters. Connect with your interviewer. Stay on message. Casual, conversational confidence is the mark of an expert. Make sure that your prepared answers do not seem prepared. Use short, sweet, and simple speech. Be enthusiastic. Stay positive Don’t say, “No comment.” Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-12 Speaking Engagements ASAE is an organization of business and professional associations with over ten thousand members. Many if not most of these associations regularly look for experts to address their membership on topics relevant to them. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-13 Sales Cycle Time between initial contact with a prospective customer and the completion of a sale Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-14 Case Study A short-format article based upon the expertise of a professional or organization that takes a problem- solution approach to a particular issue Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-15 White paper An educational report made available to the public that expounds on a particular industry issue Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-16 Editors prefer articles that… Tie into larger trends Are about money Include celebrities Focus on the unusual Excite with sex and scandal Introduce new and innovative ideas Provide tips and “how-to” information Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

12-17 Pick-up Evidence (press clipping, video, etc.) of a media mention Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Crisis Management Issues Can include ◦ Harm to a person ◦ Skewed company perceptions ◦ The behavior and practices of folks in the firm Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-18

Dominos and YouTube Two Dominos employees put a video of themselves on youtube.com doing disgusting things with pizza. Patrick Doyle, Dominos President had to issue his own statement on youtube.com denouncing the employees’ actions and reassuring customers that its pizza was clean and safe to eat. The employees tarnished a 50-year old brand overnight. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-19

Crisis Communications Plan A crisis plan should be so simple that anyone who can read can understand it. Since crises rarely appear exactly as anticipated, a plan should not be centered on the perfect scenario in which only a trained communicator is in charge of the execution. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-20

4 Steps to Create a Successful MPR Crisis Communications Plan* 1. Vulnerability Audit ◦ An exercise for identifying and documenting potential MPR crises for planning purposes 2. Creating the heart of the plan 3. Scenario Statements 4. Testing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-21

Post-crisis opportunities and evaluation After a crisis has passed, marketers must take the time to look back upon the cause of the crisis, the actions taken, and the results of those actions. Each crisis is a learning experience from which you can gain valuable insight on preventing, planning for, and dealing with future crises. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-22

Unit 5 DB Experts and Interviews Establishing the credibility of your firm relies on the talent within your organization. Experts come from every field imaginable. Positioning your company's expertise in the marketplace is about you making the right connections. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-23

Unit 5 DB—cont. Continue using the company from your Unit 4 Individual Project and research opportunities for experts in the following areas: Experts used in media stories Placing your expert as a speaker Publishing bylined materials Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-24

Unit 5 DB—cont. First Interactive Response: Select 1 student's posting and provide other venues in which an expert speaker or media expert may be placed. Second Interactive Response: Select another student's post regarding bylines. Critique the byline opportunity that is presented. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-25

Unit 5 IP Using the company developed in the Unit 4 Individual Project, select a crisis that negatively affects the business from a legal or image standpoint. Develop a series of scenario statements that you write ahead of time that you will present to the management and legal departments so that they may be used swiftly in a time of crisis. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-26

Unit 5 IP—cont. Create a script to accompany the presentation. It should include background on the crisis, how the situation will be handled, and the rationale for the scenario statements. This part of the Individual Project should be at least 2–3 pages (single- spaced). Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-27

Unit 5 IP—cont. This part of the Individual Project should be at least 15 slides. Two files that include the following will need to be uploaded: Script: Use the attached template. The template is a.docx file and will need to be uploaded as a self-executing ZIP file. See MKTG340_U5IP Script in the ZIP File. PowerPoint presentation Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-28

Thanks for a great class! Questions?? Take-aways from class?? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 12-29