don't blink: the rapidly changing role of public relations in a convergent world
TRANSCRIPT
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Elise S. Mitchell, APR Fellow PRSA
CEO, Mitchell Communications Group
CEO, Dentsu Aegis Public Relations Network
Don’t Blink The Rapidly Changing Role of Public Relations in a Convergent World
@elisemitch
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Don’t Blink Key Trends Driving Change @elisemitch
• The speed and volume of information flow • Managing the digital revolution and rise of
social media • Demand for metrics-driven decision-making • Growing complexity, fragmentation of
audiences, channels, platforms
“I know who I WAS when I got up this morning, but I think I must have been changed several times since then.”
― Alice's Adventures in Wonderland
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Don’t Blink Key Trends Driving Change
@elisemitch
• Convergence • Technology • Data • Global vs local • Evolution of content
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Don’t Blink Trend #1: Convergence
@elisemitch
• Cultures • Media • Technology and lifestyle • Marketing communications
disciplines
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Don’t Blink Trend #1: Convergence @elisemitch
How PR can lead through convergence: • Manage for 360 brand visibility • Collaborate, don’t duplicate • See opportunities for impact
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Don’t Blink Trend #2: Technology
• Hardware, software
• Mobile
o More than 50% of Americans have a smart phone
o 80 percent of Millennials sleep with their phones next to their beds
o 4 out of 5 consumers uses a smartphone when they shop
o $1.1 billion in mobile payments are made DAILY
o The average American spends 3.3 hours a day on a smart phone (including 75% of Americans bring their phones to the bathroom)
@elisemitch
How is PR positioned to leverage technology?
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Don’t Blink Trend #2: Technology
PR can lead in: • Utilizing technology-based solutions,
products
• Navigating privacy issues
• Managing the “always-on” status of hyper-connectivity
• Opting in/opting out
• Demonstrating how technology can drive the greater good
o Cannes PR Lions example: Samsung Maestros Academy
@elisemitch
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Don’t Blink Trend #3: Data
Too much can be as limiting as too little. What do you really need? Types of data: • Who is your audience? • What do they think? • Usage data • Competitive data • Trends research
How is PR positioned to leverage data?
@elisemitch
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Don’t Blink Trend #3: Data
PR can lead through insights-driven strategy if we:
• Hire it
• Train for it
• Integrate it into our work flow
• Understand it’s the cost of doing business
@elisemitch
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Don’t Blink Trend #4: Globalization vs localization
Globalization: A driving force
• Desire for efficiency and consistency
• Scale: A tipping point in a 24/7/365 world
• Reputation risk
• The problem: If you only focus on being global, you risk losing touch with local
How is PR positioned to balance/global local?
@elisemitch
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Don’t Blink Trend #4: Globalization vs localization
PR can balance global/local through: • We are reputation architects: Arthur Page Society
white paper “Building Belief”
• Personalization: a magic touch point
• Examples: Shareacoke.com, Oreo 3D printer, Mitchell Communications Group’s InRoads process
• Local sourcing, local pride
o Cannes PR Lions example: Inakadate “Rice Code”
@elisemitch
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Don’t Blink Trend #5: Content evolution
Content creation, consumption and distribution is rapidly growing and changing.
• Quality not quantity – consumers want content that is relevant, resonates, inspires
• Content is becoming liquid
• Who creates content is shifting
• The democratization of creativity
@elisemitch
How is PR positioned to leverage the content evolution?
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Don’t Blink Trend #5: Content evolution
PR can lead in content if we:
• Find and tell powerful stories
• Use authenticity to give content credibility
• Use data to track engagements, tone, response
• Move from one-way storytelling to dynamic storytelling – “happy hacking”
• Embrace content marketing as a holistic discipline
• Have a point of view and share it boldly
o Cannes PR Lions example: Chipotle “Scarecrow”
@elisemitch
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Thank you! Elise S. Mitchell, APR Fellow PRSA @elisemitch [email protected] 479-443-4673