Download - Def global pr market trends by Bart de Vries
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GLOBAL PUBLIC RELATIONSMARKET TRENDS
A look at what influences the PR practice
12th International PR FORUMAlmaty, KazakhstanJune 2 - 3, 2016Presentation Bart de Vries
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BART DE VRIESASSOCIATE SENIOR CONSULTANT HOLLANDER VAN DER MEY
2016-17 IPRA PRESIDENT
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GLOBAL TREND #1
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GLOBAL TREND #2
Paid. Owned. Earned. Shared.
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PR MARKET TRENDS
Digital and Social
Change of ownership of media
Content
Post Privacy Era / Digital Identity
Rise of Influencers
Creativity
Effectiveness and measurement
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DIGITAL AND SOCIAL
Biggest disruption to PR
News cycle fundamentally changed
Immediacy of news and events
Rise of Influencers
Questions of transparency
Trendiness and unpredictability
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CHANGE OWNERSHIP MEDIA
What exactly is ‘media’?
Requires new understanding of media
Less editorial quality
Less fact-based, more opinionated
Fragmented authority
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CONTENT
Unquenchable hunger
Who provides?
New challenges to strategy, creativity and
execution
Big opportunities for PR
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STORYTELLING
From the abstract and general, PR professionals
must distill the specifics. From facts and numbers,
they must create engaging content. PR is the
storyteller of the company’s business heart.
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DIGITAL IDENTITYMENSEN VERKEREN IN EEN VOORTDURENDE ONDERHANDELING: BESCHERMEN AFSCHERME PRIJSGEVEN DEELNEMEN
Dick, dit moet het basisbeeld worden voor alle slides waarin ik grote kopregels, zinnen of bulletpoints gebruik. Ik stel het me voor als een heel donkere strook bovenin waarin de ogen zichtbaar zijn, waarna het beeld in zwart uitloopt waarop de teksten staan. Kun jij hiervan dus een soort sjabloon maken?
People in constant negotiation:
• Protect
• Shield
• Release
• Partake
DIGITAL IDENTITY
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BEING WATCHED
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Dick, dit moet het basisbeeld worden voor alle slides waarin ik grote kopregels, zinnen of bulletpoints gebruik. Ik stel het me voor als een heel donkere strook bovenin waarin de ogen zichtbaar zijn, waarna het beeld in zwart uitloopt waarop de teksten staan. Kun jij hiervan dus een soort sjabloon maken?
May be entering post-privacy world
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RISE OF INFLUENCERS
Traditional media still influential
Emergence of new ‘authorities’
Diversity of ‘vox populi’
Skill of Influencers Management
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CREATIVITY
PR world increasingly judged on creativity
Historically, a weak point
Used be focused on press / media
Now direct access to audiences
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SELF-IMAGE, PERCEPTIONS, OBSTACLES, OPPORTUNITIES
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WEAKNESSES AND OPPORTUNITIES
PR world complaints of lack of budget, time, guts, risk taking and skills.
PR world sees storytelling, content creation and emotional resonance as opportunities.
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BOTTOM LINE
Public relations too often too tactical oriented. But when strategy is lacking, creativity will wander and tactics will stray.
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BOTTOM LINE
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ORGANISATION
Too little idea-time to lead to solid and consistent creative output.
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CREATIVE CULTURE
Finding unique ideas through discovery.
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HEADER
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THE SMALL ENTERPRISEIdea MeaningMessageExecution
Associations Concept Playfulness Empathy
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PUBLIC RELATIONS
Have a in-house creative director
Develop a creative culture
Encouraged everyone to be part
Foster environment for ideas to thrive
Expect freshest ideas from youngsters
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PUBLIC RELATIONS
Start with excellent brief
Invest in research and insights
Make creativity fit audiences
Don’t underwhelm, be bold
Creativity embraces the unknown
Review afterwards and learn
Creativity is incremental process
Big Idea never signed, sealed and delivered
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EFFECTIVENESS AND MEASUREMENT
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MEASUREMENT PRINCIPLES
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THE DISPUTE ABOUT AVE’S
Advertising Value Equivalency (AVE)• Places monetary value on a PR placement, using
the € or $ amount paid for an equivalent advertising space
• Cannot capture outcomes• Cannot measure value of keeping company out of
media• Cannot distinguish between placement in
noteworthy spots or irrelevant areas of media• Does not express value of ‘earned media’ (only
‘paid media’)
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WHAT TO MEASURE?
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FRAMEWORK
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FRAMEWORK
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PREPARING TO MEASURE
Corporate goals• Overarching business goal.Communication goals• Desired changes in target audience.Evaluation goals• Coverage, perception, comprehension, attitude,
behaviour. Measurable criteria
• Who, what, how much (quantitative)?
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WHAT TO MEASURE
Coverage• Number of articles, penetration of messages.Perception• Brand awareness, recollection of topics.Comprehension• Credibility of content, connection w/company.Attitude• Brand loyalty, greater employee motivation.Behaviour• Purchase decisions, project involvement.
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HOW TO DESIGN A MEASURABLE CAMPAIGN
Measurable Desired business outcomes S.M.A.R.T. What would success look like?
Balance of metrics Populate each column Representative of desired outcome
Fit to the audience Written, online dashboard,
infographic, charts, video, etc
OBJECTIVES
FILL FRAMEWORK
REPORT
FRAMEWORK
DATAMEASURE
Choose most appropriate
Identify data Daily, weekly,
monthly, or at end
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OUT OF THE BOX
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BART DE VRIESPRESENTER2016 IP[RA PRESIDENT
+31 6 53394986