is traditional public relations dead? blending traditional public relations and digital marketing to...
DESCRIPTION
Michael Barber and Robin Lybarger of COHN explore the changing landscape and trends within traditional public relations, the impact of social and new technology on journalism and media consumption, and how these trends can be leveraged to better integrate public relations and digital marketing teams to deliver results for clients.TRANSCRIPT
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IS TRADITIONAL PR DEAD?BLENDING TRADITIONAL AND DIGITAL TO DRIVE BRAND
VISIBILITY AND CLIENT BUSINESS OBJECTIVES
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NAR Meeting | October 9, 2013
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@robinlybarger @michaeljbarber#WPINAR2013 2
DISCLAIMERS1. It’s freezing. You’re hungry. We will be quick.
3. All knowledge, no pitch. We promise.
4. Like all agency owners and partners, we recognize the scope and pace of technological and societal changes are causing marketing to undergo almost constant reinvention. That being said, everything we say could or couldn’t apply by tomorrow. But, at least we have this friendly disclaimer that told you so ;).
5. Let’s have a conversation. Interrupt or raise your hand. Don’t worry, we are super friendly.
6. Use the hashtag, but please take a good photo #kthanksbye
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@robinlybarger @michaeljbarber#WPINAR2013 3
HELLO
ROBIN LYBARGERVICE PRESIDENTPR + SOCIAL MEDIA
• Leads team of 7 PR strategists and coordinators
• Mountain runner
• 3 awesome kids
MICHAEL BARBERDIRECTOR OF DIGITAL STRATEGY
• Leads a blended team of strategists, producers, and devs
• Donut aficionado & plane nerd
• Two dogs & a wife
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#WPINAR2013 / @COHNMARKETING 4
OUR TEAM
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#WPINAR2013 / @COHNMARKETING 5
TODAY’S PLAN1. The current perception & reality of PR
2. Understand shifting patterns in journalism and consumption
3.Leveraging these shifts to reach and engage targets
4.Integrating PR and digital teams towards shared goals
5.Choosing the right partner
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6
THE LANDSCAPE
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#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 7
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#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 8
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#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 9
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#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 10
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#WPINAR2013 / @COHNMARKETING 11
THE PERCEPTION
INDUSTRY NARRATIVES
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#WPINAR2013 / @COHNMARKETING 12
THE PERCEPTION
PUBLIC NARRATIVES
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#WPINAR2013 / @COHNMARKETING 13
THE PERCEPTION
NEW DIRECTIONS
SOURCE: THE NEW YORK TIMES
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#WPINAR2013 / @COHNMARKETING 14
THE DEATH OF THE FUNNEL
SOURCE: GOOGLE
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#WPINAR2013 / @COHNMARKETING 15
THE STIMULUS HAS TO BE GOOD
SOURCE: FAST COMPANY
“This year, the average consumer will see or hear 1 million marketing messages - that’s almost 3,000 per day.”
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#WPINAR2013 / @COHNMARKETING 16
MEDIA CONVERGENCESOURCE: ALTIMETER GROUP
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#WPINAR2013 / @COHNMARKETING 17
THE PERCEPTION
CONVERGED MEDIA
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#WPINAR2013 / @COHNMARKETING 18
THE PERCEPTION
CONVERGED MEDIA PLATFORMS BECOME THE NEWS
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#WPINAR2013 / @COHNMARKETING 19
GOOGLE’S HUMMINGBIRD CHANGES THE GAME
The rise of the [not provided]
Values conversational search over keywords
Optimized for the mobile
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#WPINAR2013 / @COHNMARKETING 20
UBIQUITOUSLY CONNECTED
50 billion connected devices connected by 2020
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THE IMPACT ON NEWS & CONSUMPTION
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#WPINAR2013 / @COHNMARKETING 22
JOURNALISM EVOLVES
1. 24% reduction over the past 10 years
2. 46% of U.S. public gets news online
3. Increase in credibility of online information
4. Decrease in confidence of traditional media every year
5. 1980: one PR person for every journalist
6. 2013: three PR pros for every journalist
7. Social sources become the norm
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#WPINAR2013 / @COHNMARKETING 23
LOCAL VS NATIONAL NEWS
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#WPINAR2013 / @COHNMARKETING 24
QUANTITY VS QUALITY NEWS
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#WPINAR2013 / @COHNMARKETING 25
PAID CONTENT ACCELERATES
Paid content syndication
Paid content integration
Paid content co-creation
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#WPINAR2013 / @COHNMARKETING 26
CONSUMPTION SHIFTSSOURCE: HTTP://WWW.SLIDESHARE.NET/MARISAGALLAGHER1/THIS-IS-CNN-NEXT
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#WPINAR2013 / @COHNMARKETING 27
SOCIAL IMPACT ON NEWS ON NE
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#WPINAR2013 / @COHNMARKETING 28
SOCIAL IMPACT ON NEWS ON NE
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LEVERAGING THE TRENDS FOR OUR TEAM & CLIENTS
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#WPINAR2013 / @COHNMARKETING 30
THE REALITYPRACTITIONERS TO STORYTELLERS
Moving away from more traditional PR elements (press releases) to integrated storytellers
Storytelling requires integration & skill beyond our traditional PR practitioners’ knowledge.
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#WPINAR2013 / @COHNMARKETING 31
THE REALITY
MODERN STORYTELLING REQUIRES MORE
“Liquid and linked”Platform and device agnosticCustomer-centricTargeted“Help, over hype”
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#WPINAR2013 / @COHNMARKETING 32
SHARED CONTENT WORKS ACROSS THE AGENCY
PRMessaging strategy Thought leadership
Media relationsSocial content
NewslettersAnnual reports
White papersEventsVideo
ImagesAudio
DigitalContent strategyWeb (agnostic)SMS AppEmailDigital mediaSocial techWebinars
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#WPINAR2013 / @COHNMARKETING 33
VALUTEXT
80 million social & news mentions
WSJ, NY Times, Mashable, Forbes & more
5,000 opt-in consumers within 30 days
Rolled out to Latin America
Sold May 2013
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#WPINAR2013 / @COHNMARKETING 34
CHARTER SCHOOL CAPITAL
50% response rate to webinars
Established executives as thought leaders
$5 million in attributable revenue
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NEED A PARTNER?
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#WPINAR2013 / @COHNMARKETING 36#WPINAR2013 / @COHNMARKETING
THE MUST HAVES FOR A PR PARTNER
1. Trustworthy
2. Solution centric vs. skill set centric
3. High get-it factor combined with common sense
4. Creative and personable
5. Strong writing skills
6. Understands how PR integrates across channels
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QUESTIONS?
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CONNECT WITH COHN
ROBIN LYBARGER
MICHAEL BARBER
2881 N. SPEER BLVD.
DENVER, CO 80211
WWW.COHNMARKETING.COM
@COHNMARKETING
FACEBOOK.COM/COHNMARKETING
THANK YOU.