Speaker: Wolfgang Lünenbürger-Reidenbach

1. Get Conversational!
Wolfgang Lünenbürger-Reidenbach
Director Online Conversations

3. Pay for Pray for
Conversations
Space Space

4. To be first
To act small
To be honest
To be personal
To offer more than branding
To establish/maintain a dialogue
To contribute without expecting back
TO BE AUTHENTIC

5. Vertical Channels
Inside Out
The Long Tail

6. Established Approach The Edelman Approach
The Push Model Moving Towards Pull
PR that relies solely on the press release to disseminate In addition to employing traditional tools, we can set up RSS feeds
information to the broadest possible group of reporters packaged so that bloggers, journalists and others will access our clients’
material, then followed up on relentlessly to arrange interviews or content regularly.
promote use of the content. In the many cases, e-mails are
deleted and press releases are thrown into the garbage.
The Tightly Controlled Message Move from Control to Conversation
The best preparation for spokespeople has been a “message Every consumer can tell the difference between an over-scripted
triangle” in which all questions can be worked back to a set of spokesperson and one who is speaking from the heart. Empower
mutually supporting concepts, vetted in advance through focus companies to be human, which often means admitting error. Local
groups or field research. This type of disciplined approach executive teams should have more leeway to speak freely, without
minimizes the chance of error. The tightly controlled approach is having to check every action with headquarters. Interaction should
also based on periodic interaction with stakeholders, which caters be continuous and conversation conducted according to
to a company’s need to determine when that interaction begins stakeholder needs.
and ends.
A Single Authoritative Voice in a Crisis Engage at Multiple Levels
PR practice suggests that a company is best served by By engaging at multiple levels companies can cultivate
centralizing its contact with the media. This is especially true in a relationships by presenting all sides of an argument or discussion.
crisis. The CEO is naturally put forward as the primary and often For instance, companies earn trust by recognizing the strengths
sole spokesman. The “spin patrol,” or the next level of executives, and weaknesses of their products. Recognizing dissident voices in
can be deployed later to reach specific geographic or stakeholder a public fashion only enhances credibility. We have to move
groups. This process allows for controlled release of information beyond crafted messages to a process of open debate. Instead of
in a carefully monitored manner. controlling message and speaking with only a few elites companies
will be perceived more favorably if they divulge news-whether good
or bad -- as promptly and completely as possible, and if they
disclose the steps they are taking to respond to a current crisis or
challenge.

7. Established Approach The Edelman Approach
Elites Get Top Billing Empower Employees and Allow Consumers to Co-create
Messages are directed first to serious stakeholders, such as According to several studies, the most credible voice in a
investors, top echelon media, regulators and elected officials, and corporation belongs to the average employee. One Edelman client
frequently quoted experts (academics). Other groups, such as recently demonstrated the power of co-creating with its audience:
communities, employees, local and trade media, and consumers GE’s Ecoimagination program launch was powerful because
are informed later on in the process, after they have been customers were able to tell stories about how they had provided
influenced by opinion leaders. input into GE’s product strategy.
Speak at – Not with – the Audience Apply the Paradox of Transparency
Relying on a one-way communications to build brands based on Instead of controlling message and speaking with only a few elites
the belief that a passive viewer or reader would believe a companies will be perceived more favorably if they divulge news-
message because of the inherent influential power of the media whether good or bad -- as promptly and completely as possible,
and the brand. Products, services and the campaigns that and if they disclose the steps they are taking to respond to a
marketed brands are sent from “on high” and delivered to masses, current crisis or challenge.
this approach is the basis for celebrity endorsements.
The Tail on the Dog A Seat at the Table
There should be a unified communications strategy, naturally led PR is a management discipline. Our job comprises both strategy
by advertising, which has the dominant share of the total and execution. In today’s world, reality, not spin, rules the day.
marketing budget. PR is a support element, managing the media Public relations should offer advice based on insight from
relations so that the advertising can do its job. communities and discussions with a broad range of stakeholders.
We are the bridge to help build relationships between companies
and their stakeholders.
The Company Knows Best Wisdom of Crowds
The company is the best source of information because the The networked communications model will see a company’s
company largely controls the information flow. Indeed, much stakeholders collaborating with or without input from the company.
corporate information is seen as proprietary, thereby owned by This community will become knowledgeable by talking and
the company. The company introduces information and messages experimenting together. The opportunity for companies comes from
as appropriate. listening, learning and participating.

8. Wolfgang Lünenbürger-Reidenbach
Director Online Conversations/ Chief Blogging Officer
Edelman GmbH
Medienpark Kampnagel
Barmbeker Straße 4
DE-22303 Hamburg
http://edelman.com/landingblog
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mail: wolfgang.luenenbuerger@edelman.com
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