The Power of

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The Power of Public Relations John Poole,
Ohio Community Service Council Paul Quinn, Health
Policy Institute of Ohio
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The Power of Public Relationships
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Marketing Product Price Promotion Place
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Marketing "A philosophy or orientation for the
whole business - defining the primary goal of
everyone in the organization."
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Public Relations A set of management,
supervisory, and technical functions that foster
an organization's ability to strategically listen
to, appreciate, and respond to those persons
whose mutually beneficial relationships with the
organization are necessary if it is to achieve
its missions and values.
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Consumer Decision-Making Process
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W I I F M
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Whats In It For Me?
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Planning
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• Elements of a Communications Plan
• Situational Analysis
• (Context/Environmental Scan)
• Stakeholders
• Objectives
• Strategy
• Audiences
• Messages
• Tactics
• Timeline
• Issues
• Budget
• Evaluation

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Key Of all the information available, what is
really important?

• Industry Scan
• Company Scan

Opportunities
Threats
Strengths
Weaknesses
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Key Of all the information available, what is
really important?

• Industry
• Scan
• Company
• Scan

• Opportunities
• Alternative Medicine
• Specialty Services
• Mergers
• Growing market
• Growing region

• Threats
• Managed care
• Budget cuts
• Nursing shortage
• Competition
• Inpatient decline

• Strengths
• Longevity
• Reputation
• College of Nursing
• Financial stability
• Responsiveness

• Weaknesses
• Nursing shortage
• Staff turnover
• Clinical service

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• Research
• Secondary Research
• Observation
• Focus Groups
• Surveys

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Segmentation Targeting Positioning
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Segmentation How do you breakdown the audience?
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Targeting What audience do you want to reach?
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Positioning How do you present yourself in order
to appeal to your target audience?
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Branding
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Brand Promises
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Slogans
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Breakfast of champions
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Just do it
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Finger lickin' good
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Be all you can be
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Let your fingers do the walking
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The ultimate driving machine
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When it absolutely, positively has to be there
overnight
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We try harder
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The quicker picker-upper
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Have it your way
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When you care enough to send the very best
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You're in good hands
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Betcha can't eat just one
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Don't leave home without it
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Good to the last drop
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The Uncola
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It takes a licking and keeps on ticking
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Where's the beef?
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It's the real thing
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Eat Fresh
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Think outside the bun
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Getting Things Done
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Ohio Masonic Home Care, Concern and Compassion
Since 1892
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Freedom to Pursue Your Passion
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Mission Statement
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Ohio Community Service Council Mission
Statement To foster an infrastructure that
connects, supports, and replicates effective
community service, service-learning, and
volunteer programs to address the State's and
its communities' critical and diverse needs
offer additional, meaningful opportunities for
all generations to serve.
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Strengthening Ohio's Communities through Service
Volunteerism
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Tactics
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Employees
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• Employees
• Ambassadors
• 30-second commercial

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Board Members
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Community Partnerships
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Media Relations
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Serving across the state Ohio leads U.S. with
most projects aimed at helping others,
environment during nationwide volunteer event
Sunday,  October 26, 2008 338 AM By Molly
Willow THE COLUMBUS DISPATCH
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Interview on QFM96 Columbus Radio
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A memorial all their own Vets and their families
tread with tears and awe on a trip to WWII shrine
Monday, November 07, 2005 Holly Zachariah THE
COLUMBUS DISPATCH DAYTON In 26 years as an Air
Force medic, Earl Morse cared for hundreds of
veterans, if not thousands. Their sad tales
often broke the retired captains heart. But
never before had it been shattered as it was when
his patients spoke of the National World War II
Memorial being built in Washington, D.C.
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Masonic children welcomed home Alumni celebrate
their common past in Springfield Monday, July
03, 2006 Kelly Hassett The Columbus Dispatch
SPRINGFIELD, Ohio Cynthia Cameron came to the
Ohio Masonic Home as a scared 6-year-old girl
with only her older sister, Connie, as family.
More than 50 years later, she still has her
sister and counts dozens more as her brothers and
sisters. The Westerville woman returned
yesterday for the Ohio Masonic Homes 27 th
Alumni Day Homecoming, a reunion for people who
spent their childhoods in the home.
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Media
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• Media
• TV visual
• Radio sound bites
• Print depth

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• Media Relations
• Develop a media list
• Call them
• Contact names, preferred means of contact
  deadline schedule
• Identify key media contacts
• Establish a relationship with targeted media
• Meet quarterly with media contacts
• Offer to write articles for them

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• Media Tips
• Never say no comment
• If you dont know the answer, check and call
  back
• We cant control what goes in and what stays
  out of the media
• Have realistic expectations

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• Elements of news value
• Timeliness
• Proximity (localness)
• Importance or consequence
• Trends
• Prominence (high-profile people)
• Rarity
• Conflict
• Human Interest

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• News Releases
• Space at top
• Contact information
• Double-space
• Just the facts
• More at bottom of page

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• Writing Tips
• KISS
• The first sentence is the most important
• Give specifics who, what, where, when, how
• Be factual
• Short paragraphs
• Simple sentences
• Use attribution

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Internet
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Take-Aways
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Feel the Power
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