SPIKE Your Brand ROI - How to Maximize Reputation and Get Results

PR strategy and corporate communications is the context in which Cehrs shares her SPIKE methodology, developed and refined through her consulting engagements with well-known companies such as Yum Brands, Direct TV, Dupont, 1-800-Flowers and more. The book will show organizations how to leverage a SPIKE to scale their brand reputation, results and revenue. Using compelling, real-life examples, the book features a pragmatic, step-by-step approach to: predicting and minimizing negative spikes, identifying and tracking brand relevancy, creating opportunity spikes, and harnessing positive attention. Part I. What is an End Game?Chapter 2. What is your Current End Game? (Case studies, examples and ideas about nonprofits, associations and corporations with an End Game that is a clear competitive advantage) Chapter 3. Why Timing is KingPart II. What Are Brand SPIKE's and Why are they Game-Changers?Chapter 4. What are the Bottom-Line Benefits of managing SPIKES?Chapter 5. How can we Maximize our Minimize Fifteen Minutes or Days of Fame or Shame? (i.e. Planned Parenthood's Big Windfall and Susan G. Komen PR Misstep, Major League Baseball Players Association, Gov. Chris Christie and the Republican Governors Association, Target Getting Hacked and other examples) Chapter 6. How can we Take Advantage of Being at the Right Place at the Right Time?Chapter 7. QUIZ: Are You Top of Mind for Your Target Audience? (This will lead readers to a SPIKE Microsite, including an online assessment, video interviews, blog posts of SPIKEs, etc.)Part III. A Step-by-Step Process for Using Brand Spikes to Your Advantage to Maximize Brand Reputation, Results and Revenue Chapter 8. Predict When a Brand Spike Will Happen: Brand Listening as an Art Form Online and Off (Lessons from current brands and ASAE, Hotel and Lodging Association, Livestrong Foundation, United Way and Goldman Sachs, etc.)Chapter 9. Negative SPIKE's and How to Manage a Viral Spiral(TM) Chapter 10. Maximize the Buzz from a Positive SPIKE: Anticipate Opportunities to Be a Part of the Conversation Chapter 11. Create a Competitive Edge by Analyzing News, Competitors and Your Organization's True RelevancyChapter 12. How to Call a "Time Out" When Things Go BadChapter 13. Create a Contrarian Brand Platform to Stand Out Chapter 14. Test Public Response in Advance and Plan Platform Specific MessagingChapter 15. Anticipate Questions from the Public/Media/Bloggers/Online Journalists and Prepare Helpful vs. Hurtful ResponsesChapter 16. Foresee Visibility Opportunities on Traditional, Digital and Mobile Platforms (Case studies and interviews with Association, Nonprofit and Corporate CMOs) Chapter 17. When is Your Brand Truly Relevant? How to Turn Your Editorial Calendar into a Relevance Calendar Chapter 18. Find Media Gaps/Holes and Provide First-of-their-kind Pitches, Stories and Messages (Case studies and interviews with CMO's/Directors from Bill and Melinda Gates Foundation, National Rifle Association, Walmart, Purina and South West Airlines) Chapter 19. How to Use the Media Echo Chamber for Maximum Results and Not Fall Victim to the Pedestal Principle Chapter 20. Initiate Strategic Alliances to Add Clout to our PR OutreachChapter 21. How to Increase Your National and International Brand Reputation, Results and RevenueChapter 22: How to Be Nimble, Assemble the Right Team and Get Executive, Member and Donor Buy-in (i.e. 100 Day Response from Cruise Line industry after incident) Chapter 23: From Top Dog to Underdog: How Some Brands Pick Themselves Up and Come Back StrongerChapter 24: Dark Websites and How and Why They WorkPart V. Now What? Summary and Plan of Action - Recommended References and Resources- We want to Hear from You - About Adele and the PR End Game Methodology