2015 prsa tri-state conference slides: thinking differently about pr
TRANSCRIPT
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Thinking Differently About PRPRSA Tri-State Conference 2015October 20th, 2015New York University
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PRSA Tri-State Conference 2015October 20th, 2015New York University
PRESENTED BY
Joseph P. Truncale, Ph.D.,CAECEO, PRSA
How Are PRSA and Public Relations Succeeding in 2015
#tristateconfSource: PR Newswire
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Industry Outlook Strong:Top 10 industries due to sector growth and revenue production
Jobs for PR managers to increase by 16% and for specialists by 22% through 2020Fastest growth in Southwest, Southeast, Northern California – You don’t have to live in NY
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Ever-Evolving Role
Then Now
60-second news cycle
Think like a journalist, publicist, CEO, CMO
Analytics obsessed/ROI
Act as a lead discipline
24-hr news cycle
Think like a journalist
Measurement challenges
Seat at the table
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A Lead Discipline
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How to Drive the Business
The explosion of mobile technology has elevated the concept of contextual relevance in digital marketing; mobile users now expect businesses to provide contextually relevant online resources that
inform, entertain, or resolve. In short, SoLoMo has shifted power to the consumers, and they know it.
Heightened Role in the Strategic Process
• Business acumen – C Suite• View business through a multidisciplinary lens• Prove the ROI through data and analytics
Demonstrate Leadership Competencies
Integrated Marketing Communications(Paid/Earned/Shared/Owned)
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Integrated Marketing Communications
Contextual relevance - businesses are expected to provide contextually relevant online resources that inform, entertain, or resolve
Paid, Earned, Shared, Owned
• 70% say companies work in silos
• Only 30% are using Integrated Marketing through cross-functional teams
PRSA Looking Toward 2020 and Beyond
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By The Numbers…
22,000+ Members in 110 Chapters
11,000+ Students in 347 Chapters
10 Districts, 14 Professional Interest Sections
76 Percent – Female
70 Percent – Under 50
Half are Managers or Directors
73 Percent Worked in PR > 10 Years
Millennials are 32 Percent
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Goals• Advocacy• Communities• Education• Excellence• Growth
The plan = flexibility for delivering products and
services to deliver member value
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National Member Research Takeaways
Members want access, advocacy and networking opportunities
PRSA should prove the value of PR to those outside the discipline
Most members are satisfied with PRSA membership and plan to renew
Nearly three-quarters of members would recommend PRSA to a colleague
Members increasingly view PRSA’s online resources as valuable
Motivating non-members to join requires active promotion of PRSA resources
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Excellence Overall
Membership - Satisfaction, Recruitment, Retention
Financial Performance
Ethics
Diversity
International Conference
Awards and Honors
Professional Development
PRSSA
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PRSA: The Leader
Relevancy
Growth
Retention
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Strengthening the APR
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Learning Management System
GREATERMEMBER
VALUE
Online learning
Self paced
Tutorials
On demand
Podcasts
Simulations
Certificates
Assessments
Study guides
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B-R-A-N-D
Website
Marketing & Membership Growth
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Leadership and Governance
• Recent bylaw change from Leadership Assembly – 2014
• National Board Service• District Service• Chapter Service
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Communicating Public Relations' Value
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Sections Task Force
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The Work of Many
THANK YOU FOR MAKING PRSA
POSSIBLE!
Thank You
Joseph P. Truncale, Ph.D.,CAECEO, PRSA
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PRSA’s Print On Demand PortalPRSA Tri-State Conference 2015October 20th, 2015New York University
PRESENTED BY
Jay StarrPRSA Vice President, Membership
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PRSA’s Print On Demand Portal
Select your PRSAvolunteer category
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Select Your Promotional Campaign
Select your promotioncategory.
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Collateral Templates
Select Collaretal
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Post Card Templates
Select the specific postcard you are looking to customize.
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Post Card Customization
● Enter a job name for future reference (all jobs are archived)● Select a quantity● Customize for your chapter● Click “Update Preview” to proof the customized card
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Upload Mail List
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Order Purchase
● Review your order● Click “Proceed to Checkout (you will be prompted for a
user name and password).
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7 Clicks to Order
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TCG Legacy
● Located in Garner, North Carolina● Over 25 years in business ● 70,000 + Square Foot Facility● Operates 24 hrs/6 days per week● Annual production of 3.6 million
books/booklets, tens of millions of variable cards (plastic and paper), 20+ million brochures/promotions, 50 million boxes/cartons, 10 million hand fulfillment pieces.
● Process 14+ million pieces for USPS mailing.
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Digital Store Front
● Digital StoreFront is an award winning web-to-print solution from EFI that is branded for your company.
Benefits of the Digital StoreFront● Place orders 24/7 from any location on any device,
e.g., desktop, tablet, mobile devices.
● Create your own library of templates such as post cards, brochures, folders, etc.
● Select your format/product, customize as required, obtain a quote, place the order, proof the job, all with a few clicks, in one intuitive on-line interface.
● Easily accessible order history.
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PRSA’s Print On Demand Portal
Select your PRSAvolunteer category
Thank YouJay Starr
PRSA Vice President, Membership
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Thinking Differently About PRPRSA Tri-State Conference 2015October 20th, 2015New York University
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Proving the Business Value of PRVictoria TaylorDirector of Digital Community, WeWork
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Agenda
1 Why is this important?
2 How has the landscape changed?
3 Moving forward: what’s next
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Proving the value of PR: why it matters
• Agreeing upon benchmarks• Without getting key milestones from your client or
organization, achieving the results that define success can be impossible.
• Value varies in each person’s perception.
• Setting benchmarks early and keeping communication open can help prevent misunderstandings or frustrations over time.
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Proving the value of PR: why it matters
• Helping define value• Because values in one organization may not be shared by
another, helping educate as to shared value metrics can assist with this process.
• The more clearly you can define the ROI, whether it is brand mentions on social media or increased revenue, the easier it is to show the value of your work.
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Areas that challenge
• Events• While an event is a time-tested and beloved PR strategic
tool, it can be difficult to measure the exact value it generates.
• Potential ways to assess event value can include social media impressions, direct media impressions, on-site installations, post-event media syndication, post-event affinity measurement.
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Areas that challenge
• Seeding campaign• In the case of a campaign where product is seeded, it can
be challenging to measure adoption and affinity.
• Potential ways to assess seeding value can include social media impressions, direct media impressions, larger trend pieces.
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Attention areas
• Social Media • While it appears to many that social media is the most
immediately quantifiable aspect of public relations, there are still instances where its value needs to be shown and explained.
• Ways to show social media value can include overall follower count / growth, views of content, direct conversion measurement, positive vs. negative affinity, press hits and share counts.
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Attention areas
• Traditional & Digital Outreach • Traditional pitching to media and digital influencers
continues to be one of the most consistently favored PR tactics.
• Ways to showcase value can range widely: media impressions, secondary social media impact, generating goodwill, overall positioning, and more.
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Measuring value: before social media
• Looking at circulation• Impactful media hits with a slower news cycle.
• Added value / earned media• Each piece accepted successfully was a value-add
• Increased awareness• The goal was to generate increased awareness with an eye
towards key benchmarks that were indirectly measurable.
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Measuring value: after social media
• Generating 360 degree engagement• Constant news cycle means campaigns have to be even
savvier to make an impression and drive your objectives.
• The intersection of communications & community• PR and social media are often partnered (along with
elements of marketing) with the goal of creating a larger impact.
• Data & analytics• With increasing amounts of data, analyzing and using that
data to create actionable insights can be key.
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Helpful things to know
• Find what resounds with you
• Some people are more analytics-and-insights-driven, while others are more about tactical communications.
• Use your strengths to help YOU define value firsthand before discussing that with your client or organization.
• Familiarize yourself with a wide variety of tools• If you love Instagram, study tools like SocialRank,
IconoSquare, or SimplyMeasured. If you love YouTube, study your own YouTube analytics - as well as others through SocialBlade. If you’re trying to find out who shared a specific press article you pitched, use MuckRack.com/WhoShared to track the tweets.
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Ideally…
• Your client or organization should understand the value of your PR practice and the strategy and expertise you bring.
• Metrics and measurement should be built into every idea you pitch to help demonstrate that continued value.
• Everybody wins!
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Questions?
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Thank you!
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Thinking Differently About PRPRSA Tri-State Conference 2015October 20th, 2015New York University
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Master the Changing PR Dynamic Post-Grad
Lisa Kovitz, Senior VP, EdelmanRobert Longert, Managing Partner, Day One AgencyJoseph Cohen, SVP Communications, KIND
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Lunch Break
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Tri-State Game Changers: Best of the Best
Jennifer Weber, VP, Porter NovelliJess Lyon, COO & EVP, Co-CommunicationsLinda Bernstein Jasper. VP, Coyne PRAl Chen, Chair, PRSA Tri-State
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“OPEN A WORLD OF POSSIBLE” Reputation + Brand Management
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THE CHALLENGE: Refresh Scholastic’s reputation
Reinvigorate the conversation around a societal challenge: children are reading less than ever
Reach and engage teachers, students and parents in a shared mission to read for pleasure, more often
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Develop a new brand positioning toaddress the issue of children reading less often
in a tangible, practical way
THE AIM:
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BRINGING OPEN A WORLD OF POSSIBLE TO LIFE
1. Campaign Launch
Introducing Open a World of Possible A Partnership with Usher Let’s Talk About #SharePossible
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BRINGING OPEN A WORLD OF POSSIBLE TO LIFE
2. Audience Engagement
Taylor Swift Discusses Reading & Creativity
Literacy Expert Hits Radio Airwaves
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BRINGING OPEN A WORLD OF POSSIBLE TO LIFE
3. Continued Audience Engagement
Usher Reads to Thousands of Students Nationwide
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221M+ PR Impressions6M+ Viewsof Taylor Swift &
Usher Videos
TRIPLED SHARE OF VOICE in social media conversations about
“joy of reading” & “reading for pleasure”
THE RESULTS241
PR Hits
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Educate teens in Dutchess County, NY about healthy relationships, the warning signs of abuse & how to get help
GOAL:
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Research the issue. Communicate authentically. Engage the teen voice.
STRATEGY:
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RESULTS:Facebook advertising results: Website analytics: Total impressions: 544,456 Visits: 5,192Potential reach: 36,000 Unique Visitors: 4,280Campaign reach: 37,368 (some results from neighboring states) New York: 83% Clicks: 4,440 Male reach: 54%Female reach: 46% Traffic arriving from: Quiz data: Facebook (social): 82% Responses: 2,391*Direct (stickers, mall ads): 16% *note: # continues to grow as quizzes remain liveReferral (online news sites): 1% Of Note - Traffic via mobile device: 88%
News ReleasesNovember: “Grace Smith House Announces New Healthy Relationship Campaign”February: “Grace Smith House Campaign Keys in on Digital Abuse”
Placements (achieved through person-to-person pitching of targeted publications; local postings): The Daily Freeman, Millertown News, PRWeek, American Towns – Beacon, Pleasant Valley, Poughkeepsie, Redhook, Rhinebec.
MEDIA RESULTS:
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+
Helping our client do what they do…better
ADDEDVALUE:
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Does your partner get jealous when you text or message others?
No, I can test or message whoever I want without question 40.3%Sometimes, but I take it as a compliment 35.6%Yes, he/she always thinks I’m flirting or cheating 24.0%
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Does your partner publicly post things about you on social media that make you look or feel stupid?
No, my partner treats me with respect 82.2%Sometimes, but It’s no big deal 14.3%Yes, and it hurts my feelings 3.4%
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THANK YOU
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Sparking a Movement for ParalysisPRSA Tri-State Conference 2015
October 20th, 2015
Presented by Linda Bernstein Jasper, Coyne
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“I was told from the very start that it was hopeless, that it was impossible for me to regain movement below the shoulders…but every scientist should remove the word ‘impossible’ from his lexicon.”
- Christopher Reeve in The New Yorker, 2003
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2014: The Stars Aligned for the Reeve Foundation
Research
Emotional Stories
Wow Factor
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2014: The Stars Aligned for the Reeve Foundation
Research
Emotional Stories
Wow Factor
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2014: The Stars Aligned for the Reeve Foundation
Research
Emotional Stories
Wow Factor
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So, how do we convert these disparate assets into a cohesive, engaging and actionable program?
a first-of-its-kind campaign aimed at propelling the paralysis community into a new era of groundbreaking research, transforming what it means for individualsto live with a spinal cord injury (SCI).
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• Humanize the Campaign
• Leverage the 10th Anniversary of Christopher Reeve’s Passing
• Create an Online Gathering Place to Drive Donations and Educate on SCI
Approach
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The Campaign
Build a Digital Hub Launch via Facebook Media Blitz with Matthew and the “Four Guys”
Host a Comic Con Panel Tap Friends of Christopher Reeveand Superman Enthusiasts
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Paraplegics Show Gains in Study of Spinal-Cord Stimulation: By: Joseph Walker
Electrical Pulses Help Paralyzed Patients MoveBy Alice Park
Spinal cord work is unexpected shocker: 'This is a breakthrough'By Elizabeth Cohen, Senior Medical Correspondent
Electric stimulation offers new hope for 'reawakening' paralyzed limbsBy: Melissa Healy
‘THERE IS HOPE’ Reversing ParalysisBy: Karen Weintraub
A System That Reverses ParalysisBy Cassandra Willyard
#tristateconfTo date, The Big Idea has raised $8.1 million to fund
research and treatment for individuals living with SCI.
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Break
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The New Reality of the Changing PR Landscape: How to Successfully Engage
With Your AudienceApril Flores, Manager, Publicity ToolsCheryll Forsatz, NY Region Communications Director, McDonaldsJess Sheehan, VP of Communications, JP Morgan ChaseGreg Galant, CEO, Muck Rack & Shorty Awards
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Binding PR and Social Media Successfully:
GREY by E L James
April Flores | Publicity Tools, Consumer Marketing [email protected]
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#1 New York Times bestseller
Television audience of 125 million–generated from publicity—within just two days of on-sale
Millions of shares and impressions on social media
Launch events, book club gatherings, “Happy Birthday Christian” parties across the country
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GREY announced on E.L. James’ social media platforms
Posts amplified by the press online
Tracked influencers, discussions, and conversation about the author and GREY from the announcement,
on sale date, and beyond
Measured potential impressions or shares of media hits across all
formats–TV/Radio, print, websites, social media.
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Publicist Digital Toolkit - Objectives
Build media lists and relationships
Research authors, fans, and readers
Amplify your message and be in the know
Measure and analyze
Tools: Media databases, Muck Rack
Tools: Social listening tools, Facebook, Twitter analytics, Muck Rack
Tools: Social media platforms, social listening, alerts
Tools: Broadcast monitoring, social listening, Facebook, Twitter analytics, Muck Rack
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Cheryll ForsatzNew York Region Communications Director, McDonalds
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Take Aways
1 Take a new look at how customers measuring your brand
2 Look at how other departments are measuring success
3 Case Study: Pay With Lovin’
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Breaking down silos: Effective PR via cross-collaborationJessica SheehanJPMorgan ChaseHead of Social Media
PRESENTED BY
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Driving brand buzz is a team effort
Brand Buzz
PR
Media relations
News releases
Corporate Philanthropy
Social Media
Real-time content
Listening
Surprise & Delight
Marketing
Brand Partners
Content Marketing
On-site activations
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Case Study: JPMorgan Chase at US OpenObjective: Build brand affiliation with the US Open, a key strategic sponsorship for the Brand
Tact
ics
Share timely and relevant content that adds value to social conversations around branded event or topic of interest
Highlight benefits of being a Chase customer by showing the enhanced on-site experience via social and online channels
Listen to social conversations to identify key “Surprise and Delight” opportunities, using Chase assets
Collaborate with Marketing Partner – in this case, Serena Williams – to create “PR-worthy” moments
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Timely and relevant content is king
Contribute to conversations around a key moment in a way that adds value, while lifting brand affiliation
Tactic:• Chase partnered with Twitter to
highlight instant replay content throughout the tournament
• Video included branded pre-roll showing either Chase Mobile or the Chase Review app with ESPN
Results:• Engagement rates 4X higher
than benchmarks• Video view rates above
benchmark
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Highlight customer perksShow exclusive customer benefits Use social listening to identify organic
brand ambassadors and amplify them
#MasterTheOpen @Chase
239 likes later….We surprised this fan / influencer / customer with a seat upgrade
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Surprise and DelightUse Social Listening to identify opportunities to “surprise and delight” consumers, with the potential to generate positive coverage on both social and traditional media outlets
….so we surprised with a signed ball and letter from Serena…and tickets to the US Open to see her idol in the flesh!!
Social media went nuts over her story. Mimi appeared on Good Morning America, CNN, Sports Illustrated and Buzzfeed, among others, to tell how JPMorgan Chase made her dream come true.
An adorable video of Mimi, a three-year-old who claims to be Serena Williams’ biggest fan, starts to go viral, garnering 1.7M views….
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ResultsOf all US Open sponsors, JPMorgan Chase captured greatest share of voice – a nearly 400% YoY – with substantial lift in brand affiliation and consideration amongst prospects
Takeaways• Without close collaboration across
Public Relations, Marketing and Social Media, these tactics could not be executed. Working together delivers better results than working in silos.
• Social listening can leverage insights as well as opportunities for positive media coverage.
• Social media reporting, coupled with media coverage reports, help glean the effectiveness of our strategy and tactics.
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Break
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Fair (and Foul): Weather Friends: Crisis Communications in a Multi-Stakeholder
EnvironmentChris Vaccaro, Director of Public Affairs, National Weather ServiceKaren Johnson, Director of Communications, PSE&GMichael Clendenin, Director of Media Relations, Con EdisonMeghan Gross, President, Strategic Communications
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Hurricane Outlook Presser at NYC-OEM
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VIP tour / Supercomputing Media Annoucment
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Weather Channel interview via Skype
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Break
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Pitch Perfect: The New Rules of Media Engagement
Andrew Freedman, Science Editor, MashableJason Ledder, Director, GolinLisa Kovitz, Senior VP, EdelmanPolina Marinova, Audience Engagement Editor, Fortune.comMarco Greenberg, President, Thunder11
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Break
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PRSA Tri-State Conference 2015October 20th, 2015New York University
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Content Marketing & Measurement
Hugo Balta, Director of Multicultural Content, ESPNJackson Jeyanayagam, Director of Digital Marketing, ChipotleMichael Marinello, Global Head of Corporate Communications, BloombergRobin Carey, CEO, Social Media TodayDevin Brown, Global Manager, Social Media, McKinsey
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Think Bilingual FirstPRSA Tri-State Conference 2015October 20th, 2015New York University
PRESENTED BY
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U.S. Hispanic Market
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Assimilation Vs Acculturation
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Then: Not Reaching Bilinguals By Design
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Now: One Nacion
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Content and Burritos.Enough said.
Jackson JeyanayagamDirector of Digital Marketing, Chipotle
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HAVE A POV
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OWN IT
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FOCUSED
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Adventures in Content CreationPRSA Tri-State Conference 2015October 20th, 2015New York University
PRESENTED BYMichael Marinello, Bloomberg Head of Global Communications for
Innovation, Technology, & Sustainability Head of Global Branded Entertainment
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OUR OPERATING PRINCIPLE:
COMMUNICATIONS EFFORTS THAT LEAD TO BUSINESS OUTCOMES
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A UNIFIED, CONSISTENT, INTEGRATED STRATEGY ALIGNS OUR EFFORTS
Reputation•Brand protection•Brand awareness•Brand value•Thought leadership
Retention
Recruitment
•Top talent•Customers•Partners•Advertisers
• Top talent• Existing Customers• Existing Partners• Existing Advertisers
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The Business Challenges
• Opening a new, state of the art, first of its kind facility for the company
• Enhancing the overall bloomberg brand
• Formally Introducing bloomberg the "technology company" to the Bay Area tech community
• Recruiting top talent in the bay area
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Comms Outcomes:• 360 “Virtual Tour”• “Artifact creation”• Leverageable PR assets
Biz Outcomes:• 2 hires immediately• 3 since• Lead pipeline full
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Robin CareyCEO, Social Media Today
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Content Marketing: Now More Than Ever?
CMI B2B Benchmarking Study 2016
28% of B2B marketers are dedicating their budgets to content marketing
• Crowdsourcing content• Mission statement• Employee advocacy• Influencer collaboration
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Measurement: Land of the Lost
• Impressions • Engagement
• Sales: the only measure that matters
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Thinking Differently About PRPRSA Tri-State Conference 2015October 20th, 2015New York University
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