the future of pr
TRANSCRIPT
Laura CrimmonsHead of PR & Social
PR
MediaPublic
Press ReleasesEvents/Launches
Boozy Lunchesetc
Newspaper / Magazine articles
The old model(pre social media)
PR
MediaPublic
The new model
Social MediaBlog posts
etc
Newspaper / Magazine articles
So where are we going next?
It’s a 24 hour news cycle
‘Always on’is on
everyone’s minds
Everything has a hashtag now…And the hashtag becomes the campaign name
In a crowded online world, sparks of creativity are more important than ever
If people wouldn’t talk
about your campaign here…
They won’t talk about it here…
Or here…
And money (Ads) won’t change that –paid promotion can help something get seen and talked about but it can’t make it worth talking about
So do the pub test.
Campaigns need more people around the table –videographers, designers, ad men, statisticians
Ad campaigns are becoming PR campaigns
“PR is becoming the glue in a lot of integrated campaigns. Does it matter that we don’t create
the idea? One of the things we do is make someone else’s ideas even better. We can come up
with the great idea, and we can make other people’s campaigns better. But clients are
interested in integration.”
- Michael Frohlich, Ogilvy UK Chief Executive
We might need to learn new skills
Working together is key
Campaigns need more layers
We’re in a time where curiosity wins
We need to keep an eye on new technologies –but use them only when relevant
But we shouldn’t
just wish for the best –
we need to know
something’s going to
work
Tools will only get you so far
People want to interact with people – brand personality has never been more important
Storytelling is key
NOT content for
content’s sake
Paid media is finding its place in PR
RIP
AVE
RIP
AVE
(Thank God)
So what replaces it?
Barcelona Principles1. Importance of Goal Setting and Measurement2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs3. The Effect on Business Results Can and Should Be Measured Where Possible4. Media Measurement Requires Quantity and Quality5. AVEs are not the Value of Public Relations6. Social Media Can and Should be Measured7. Transparency and Replicability are Paramount to Sound Measurement
Working with statisticians helps us work smarter and prove our worth
Focus on Outcomes NOT Outputs
Outputs:Press Releases
CoverageLinks
Tweets/FB posts
Outcomes:Increase in sales
Increase in brand awareness
Focus on Outcomes NOT Outputs
Outputs:Press Releases
CoverageLinks
Tweets/FB posts
Outcomes:Increase in sales
Increase in brand awareness
Outcomes have real business impact (on the bottom line), outputs do not.
Barcelona Principles1. Importance of Goal Setting and Measurement2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs3. The Effect on Business Results Can and Should Be Measured Where Possible4. Media Measurement Requires Quantity and Quality5. AVEs are not the Value of Public Relations6. Social Media Can and Should be Measured7. Transparency and Replicability are Paramount to Sound Measurement
The future?Traditional media
BloggersVloggers
EventsLaunches
SocialInsatgram stars
Celeb endorsements
Let’s jump in!
