evolution of public relations: managing your brandto integrate evolution of public relations ....

MANAGING YOUR BRAND

Evolution of Public Relations:

SPEA

KER

S RANDY EILTS Vice President, Public Relations reilts@glynndevins.com

BRANDI TOWNS Account Supervisor, Public Relations btowns@glynndevins.com

Identify opportunities (and challenges) 1

2

4

Become a storyteller

Experiment with traditional & nontraditional PR tactics

Influence perceptions 3

A strategic communication process

that builds mutually beneficial

relationships between organizations

and their publics.

Source: Public Relations Society of America

PR DEFINED

TRADITIONAL PR VS PR TODAY

Media Landscape

Information- Gathering

Process

Distribution Method & Channels

Growing # of Influencers

Opportunities to Integrate

Evolution of

Public Relations

TRADITIONAL PR VS PR TODAY

Media Landscape

Information- Gathering

Process

Distribution Method & Channels

Growing # of Influencers

Opportunities to Integrate

Evolution of

Public Relations

TRADITIONAL PR VS PR TODAY

Media Landscape

Information- Gathering

Process

Distribution Method & Channels

Growing # of Influencers

Opportunities to Integrate

Evolution of

Public Relations

TRADITIONAL PR VS PR TODAY

Media Landscape

Information- Gathering

Process

Distribution Method & Channels

Growing # of Influencers

Opportunities to Integrate

Evolution of

Public Relations

TRADITIONAL PR VS PR TODAY

Media Landscape

Information- Gathering

Process

Distribution Method & Channels

Growing # of Influencers

Opportunities to Integrate

Evolution of

Public Relations

WHAT’S IN YOUR PR TOOLKIT?

Decision-making process

Community Website

Social Media

User Reviews

Third-Party Content

Source: Nielsen

Public Relations is

88% more effective

than content marketing.

Source: Nielsen

Driving Familiarity 1

2 Affinity for Product or Service

Purchase Intent of Consumer 3

JOURNALISTS’ BEHAVIOR & EXPECTATIONS

97% expect organizations to have online newsroom

84% look for social media links in online newsrooms

82% want access to videos in online newsrooms

49% receive company news from Twitter feeds

41% visit Facebook “often” to research stories

Source: TEKGROUP International

THE ROLE OF CONTENT DEVELOPMENT

Owned Media

Paid Media Earned Media

Storytelling

GREAT stories can

generate GREAT ROI [ ] Uncover these stories and share.

MEDIA RELATIONS STRATEGY

Then:

Now:

…

WHAT IS NEWSWORTHY?

What’s happening in your community?

What community events are you hosting?

Have you heard any unique stories from residents and staff lately?

Have you received any recent awards?

Any unusual photo opportunities on campus today?

Trends you’ve noticed?

MEDIA OUTREACH

MEDIA OUTREACH

“I'm currently working on a story for FoxBusiness.com...

I'm hoping you can briefly answer a few questions for me about

choosing a retirement community…

As I am on deadline, I hope you'll be able to respond by

5 p.m. Thursday, July 26.”

ONLINE DISTRIBUTION

H elpA Repo r ter Out .co m(F ree)

P RWeb.co m

P RL o g .co m (Free)

iRepo r t .C NN.co m (F ree)

RISE OF SOCIAL MEDIA

NEW OPPORTUNITIES

BECOME YOUR OWN REPORTER

SENIOR LIVING ORGANIZATIONS EMBRACE PR

Integrate PR into Marketing Mix (no matter size of your budget)

Stay relevant in changing media landscape

R E A S O N 1

Increase brand awareness over competitors

R E A S O N 2

MEASURING PR EFFORTS

PR results in increased: Brand awareness & credibility

Traffic to your website

Rankings in search engine results

Inbound links to your website

Pick-ups by media, industry publications and blogs

People “talking about” your community or organization

PR: A FORMULA FOR SUCCESS

Identify your audiences

Build relationships & earn trust

Listen, engage, influence

Integrate messages across multiple channels

Have fun with it

Questions