Public Relations in the Political Landscape. Best practices from political campaigning, presented by Andrew Bleeker from Hill+Knowlton at 5th International Congress PRORP 2012.

1. Public Relations in the
Political Landscape
Best Practices from Political Campaigning

2. Obama 2008: By the Numbers
• $500+
million
dollars
raised
online
• 3
million+
donors
• 13
million+
email
list
• 200,000+
offline
events
organized

3. What Was the Secret Sauce?

4. 5 Tips For Success
1. Have
a
Goal
2. Build
a
Community
3. Engage
and
Empower
Your
Supporters
4. Capitalize
on
Moments
5. Test,
Retest,
then
Test
Again

5. Have a Goal

6. Have a Goal
• Digital
media
is
a
means,
not
an
end
• A
successful
digital
campaign
need
a
strong
value
proposition
• Typical
goals:
§ Money
§ Message
§ Mobilization

8. Build a Community

9. Build a Community
• Make
the
experience
about
your
supporters
• Focus
on
list
building
as
step
1
• Integrate
staff
• Understand
your
value
proposition
• Fish
where
the
fish
are
• Use
your
allies

10. Clear Value Proposition

11. AMEX: Focus on your Audience

12. Kraft: Reward Fans for Joining

13. Think Mobile First

14. Engage & Empower Supporters

15. Engage & Empower Supporters
• Establish
a
personal
connection
• Create
a
face
• Convert
online
engagement
into
offline
action
• Give
supporters
a
voice
• Customize
the
experience
• Make
them
heroes

16. Change.gov: Close the Loop

17. Showing Metrics of Success

18. LiveStrong: Merge Online & Off

19. W.H.: Explain Difficult Concepts

20. KONY 2012: Make them Heroes

21. Capitalize on Moments

22. Two Types of Moments
Organic
Moments
Artificial
Moments

23. Etch-A-Sketch: Speed Kills

24. Tide: Maximize Free Publicity
• Released
1
day
after
incident
• Used
raw
footage
from
event
• Significant
press
coverage
of
brand

25. GE: Join the Conversation

26. RIO: Mobilize your followers

27. Test, then Test Again

28. Test, then Test Again
• Maximize
conversion
• Select
tactics
• All
about
ROI
• Measuring
virality
• Message
Discipline
• Less
can
be
more

31. Targeting Supporters with Data

32. O.b.: Personalized Apologies

33. Rallying Against an Opposition

34. Trends
1. Clear
Campaign
Objectives
2. Telling
&
Sustaining
a
Story
3. Genuine
Voice
4. Create
Urgency
5. Data,
Data,
Data

35. Questions?
Andrew Bleeker