Developments - April 2018 - 40

FOCUS ON: REPUTATION MANAGEMENT

Leveling the Playing Field
BY PETER ROTH

This month, I have invited a guest, Peter
Carson from Weber Shandwick, to share with
you the process they have employed in the
past months to help ARDA and its members
develop and implement a long-term communications strategy to shift public perception of
the industry-thus, "evening the score" in the
eyes of our audience.
By way of background, ARDA &
ARDA-ROC retained Weber Shandwick in
November 2017 to support these initiatives.

The Playbook
BY PETER CARSON
In the summer of 2000, after 12 years on
Capitol Hill, I began my second career
in public relations. My new boss was a
veteran of corporate communications and
suspecting that there were still a few things
I needed to learn, he sat me down in his
office to ensure that I was grounded in a few
PR basics.
The message he delivered that afternoon is that no matter how carefully
you craft your messages, no matter how
strategic your communications plan or
clever your activations, there are limits to
what PR can accomplish.
"Sometimes clients have a communications problem," he said. "And sometimes
they have a business problem. When
those business problems result in negative
coverage," he explained, "all the positive
media in the world will not make the bad
coverage go away. But you can work to
even the score."
"Think of it like a basketball game," he
continued. "If you're not doing anything on
the court, you're going to get blown out. But
if you put together the right plays and get
in the game, you'll start scoring points. You
won't keep the other team from scoring," he
continued. "But you can keep it close, and

40 - Developments

over time you will more than likely begin
winning games."
As I have dug deeper into the timeshare
industry over the past few months and spoken with many members, there are clearly
some "play-gaps" where our opponents and
critics have scored points. To continue with
the basketball analogy, the way we begin
evening the score will require running a few
different plays.
The first play involves gaining the
greatest breadth and depth of understanding from stakeholders, and then
ensuring that input feeds into a single
set of recommendations that can align
the members around the direction of our
communications program.
What are the positive stories we can tell
and where do we find them? Where are our
critics hitting us and how? To find answers
to those questions, we undertook an initial
phase of discovery and research that
included the following activities:
1. Identify key industry trends and
challenges.
2. Conduct a SWOT (strengths/weaknesses/opportunities/threats) analysis of
the timeshare industry.
3. Identify where ARDA and ARDA-ROC
hold the most value for members when
it comes to communications.
4. Gather member insights on what they
would like to see included in an ARDA/
ARDA-ROC communications plan.
5. Determine whether member perceptions of the industry are mirrored in
media coverage.
6. Review ARDA and ARDA-ROC's
websites and social media presence.
All of these discovery points have been a
key part of the foundation that will lead us to
the development our communications plan.
We look forward to working with you
and ARDA over the next few months, as
we build our playbook to even the score.



Table of Contents for the Digital Edition of Developments - April 2018

UP FRONT
FIRST WORD
AROUND THE INDUSTRY
TRENDS
FACES FROM THE FRONTLINES
TECHNOLOGY
PARTNER SHOWCASE
RESORT OPS
WHERE GREEN DESIGN IS GOING
WHO’S THE BOSS?
FROM THE EXPERTS
FOCUS ON: REPUTATION MANAGEMENT
MEMBER MATTERS
MEMBERSHIP UPDATES
LAST WORD
Developments - April 2018 - AD
Developments - April 2018 - Cover1
Developments - April 2018 - Cover2
Developments - April 2018 - 1
Developments - April 2018 - 2
Developments - April 2018 - 3
Developments - April 2018 - 4
Developments - April 2018 - 5
Developments - April 2018 - UP FRONT
Developments - April 2018 - 7
Developments - April 2018 - FIRST WORD
Developments - April 2018 - 9
Developments - April 2018 - AROUND THE INDUSTRY
Developments - April 2018 - 11
Developments - April 2018 - 12
Developments - April 2018 - 13
Developments - April 2018 - 14
Developments - April 2018 - 15
Developments - April 2018 - 16
Developments - April 2018 - 17
Developments - April 2018 - TRENDS
Developments - April 2018 - 19
Developments - April 2018 - FACES FROM THE FRONTLINES
Developments - April 2018 - 21
Developments - April 2018 - TECHNOLOGY
Developments - April 2018 - 23
Developments - April 2018 - PARTNER SHOWCASE
Developments - April 2018 - 25
Developments - April 2018 - RESORT OPS
Developments - April 2018 - 27
Developments - April 2018 - 28
Developments - April 2018 - 29
Developments - April 2018 - WHERE GREEN DESIGN IS GOING
Developments - April 2018 - 31
Developments - April 2018 - 32
Developments - April 2018 - 33
Developments - April 2018 - WHO’S THE BOSS?
Developments - April 2018 - 35
Developments - April 2018 - FROM THE EXPERTS
Developments - April 2018 - 37
Developments - April 2018 - 38
Developments - April 2018 - 39
Developments - April 2018 - FOCUS ON: REPUTATION MANAGEMENT
Developments - April 2018 - 41
Developments - April 2018 - MEMBER MATTERS
Developments - April 2018 - 43
Developments - April 2018 - MEMBERSHIP UPDATES
Developments - April 2018 - 45
Developments - April 2018 - 46
Developments - April 2018 - 47
Developments - April 2018 - 48
Developments - April 2018 - 49
Developments - April 2018 - 50
Developments - April 2018 - 51
Developments - April 2018 - LAST WORD
Developments - April 2018 - 53
Developments - April 2018 - 54
Developments - April 2018 - 55
Developments - April 2018 - 56
Developments - April 2018 - Cover3
Developments - April 2018 - Cover4
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