Amplifying Your Message with Public Relations

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Amplifying Your Message with Public Relations An
Ogilvy Perspective March 6,
2008 Presented by Tom Beall
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The Sources of Our Perspective
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The Sources of Our Perspective
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Our Origins PSA-Led Campaigns
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Today Integrated Campaigns Are A Must

• Integrated campaigns that, at a minimum, include
  some or all of the following
• Advertising (broadcast, print, online)
• Media Relations
• Community Relations
• Professional Outreach
• Partnerships
• Digital Influence Social Media, Word of Mouth
• Events, Promotions
• Life Path Connections
• Entertainment Industry Integration

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National Heart, Lung, and Blood InstituteThe
Heart Truth, Red Dress Project

• Issue
• Heart disease is the 1 killer of women. But in
  2001, only 34 of women knew this. Women needed
  to be warned of their 1 health threat, but also
  given a personal and urgent wake-up call about
  their risk of heart disease.
• Challenges
• Heart disease has been thought to be a condition
  that overwhelmingly affects men. Women also
  attached less importance to heart disease in part
  because competing womens health awareness
  campaigns on issues such as cancer have been so
  successful.
• Insight
• Analysis of mid-life women and a client-conducted
  literature review, along with extensive focus
  group testing yielded The Heart Trutha campaign
  whose tagline, Heart Disease Doesnt Care What
  You WearIts the 1 Killer of Women, directly
  addressed the prevailing myth that women arent
  seriously affected by cardiovascular disease.
• Creative Idea
• The Red Dresstaking into account the strong
  emotional link found between a womans focus on
  her outer self (appearance) and the need to focus
  on her inner self (heart health, in particular).

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National Heart, Lung, and Blood InstituteThe
Heart Truth, Red Dress Project

• Key Activities
• Special events, including the Red Dress
  Collection
• Fashion Show
• National Wear Red Day
• Celebrity engagement and endorsement
• Community partners and events
• Corporate partnerships and programs
• Health professional outreach
• PSAs and other materials development
• www.hearttruth.gov
• Media relations and partnerships
• Campaign Outcomes
• National and local media totaling more than 1.6
  billion audience impressions
• Awareness among women that heart disease is the
  greatest health problem facing women today
  increased from 34 in 2001 to 57 in February
  2007a 23 point jump
• 57 of women currently recognize the Red Dress as
  the national symbol for women and heart disease
  awareness, up from 25 in 2005
• New data is beginning to show a decline in heart
  disease deaths among women the number of women
  who die from heart disease has shifted from 1 in
  3 women to 1 in 4 women

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Federal Emergency Management AgencyFloodSmart

• Issue
• Flooding is the nations 1 natural disaster, yet
  large numbers of at-risk homeowners, business
  owners, and renters do not purchase or maintain
  flood insurance.
• Challenges
• Many at-risk owners and renters do not believe
  they need flood insurance. Many property owners
  falsely believe their homeowners insurance
  covers flood damage. Also, flood insurance is
  viewed by the insurance industry as hard to
  understand, unimportant, and difficult to sell.
• Insight
• Research reinforced the need to promote the fact
  that homeowners insurance
• doesnt cover flooding while reminding consumers
  that they were wise to be
• FloodSmart.
• Creative Idea
• Couple advertising and earned media with a direct
  response program designed
• to drive consumers to take action by calling a
  toll-free number, visiting
• FloodSmart.gov, or contacting an insurance agent
  in their area. Also, build
• on and leverage specific situations that affect
  flood insurance requirements

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Federal Emergency Management AgencyFloodSmart

• Key Activities
• Advertising, mixed mediums
• Media Relations
• Quick Response Unit
• Direct response, including toll-free number
• www.FloodSmart.gov
• Partnerships
• www.Agents.FloodSmart.gov
• Community relations and outreach
• Materials, consumer and professional
• Campaign Outcomes
• One billion media impressions in nearly 5,000
  media outlets
• 6.7 million visits to FloodSmart.gov
• 231,200 calls generated through the direct
  response television commercials
• 50,297 consumer leads delivered directly to an
  insurance agent in their area
• Since June 2004, there has been a 22.8 increase
  in flood insurance policies (5,462,254 new
  policies), far exceeding a client goal of 5
  increase yearly
• Client econometric analysis shows media relations
  to be a primary driver of success

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Some Practical Lessons Learned

• Segment your audience(s)
• Target, tailor and unify your communications
• Get into their lives...and their hearts and minds
  
• Cultivate partners to extend your reach and
  impact
• Take advantage of natural networks, touch points
• Foster word of mouth, peer-to-peer communications

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Amplifying Your Message with Public Relations An
Ogilvy Perspective