pr moment - may 2015 - the changing role of the in house pr team
TRANSCRIPT
@Samuelchall
How the in-house PR team has changed…
Samuel Hall, Corporate Communications Director
@SamuelchallYears 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Rate of Change
@Samuelchall
Our Corporate Communications Programs are designed to increase brand awareness
and interest, strengthen brand trust, and accelerate the buyer’s journey, through
paid, owned and earned channels
@Samuelchall
New Skills…?New Demands…?New Customers/Colleagues…?New Career…?
ORNo Career…?
@Samuelchall5
@Samuelchall
@Samuelchall7
@Samuelchall
Embrace Your Inner Storyteller & Help Others Do The Same
@Samuelchall
Why the remit of in-house PR teams has increased…
@Samuelchall
The buying process has changed
Buyers are self-educating via Search & Social
@Samuelchall
92% of B2B buyers start search on Web…
@Samuelchall
65% of buying process done before engaging sales
@Samuelchall
Buyer to Company: 33% TrustSource: Nielsen Research 2012
@Samuelchall
Buyer to Buyer: 92% TrustSource: Nielsen Research 2012
@Samuelchall
Initiative Awareness (Comms and MKTG)
Contact Acquisition (MKTG)
MKTG Nurture MQL
Passed to Sales
Tier 1 Awareness (Comms/Adveritsing)
Ret
arge
ting
+ So
cial
Dat
a
Tier 1 AwarenessDriving top level awareness via broad thought
leadership
Campaign AwarenessDiscussing pain points, positioning brand as driver
for engagement
Lead AcquisitionGated, initiative specific content introducing users
to further nurture
New Communication Strategies & Our Colleagues
@Samuelchall
Why the role of agencies is evolving- quickly…
@Samuelchall
TIME & BUDGETS
@Samuelchall
POWER OF PEER TO PEER
@Samuelchall
BEDFELLOWS OR BATTLEGROUND?
@Samuelchall
Influence and Credibility
@Samuelchall
So…
@Samuelchall
@Samuelchall
@Samuelchall
The future…
@Samuelchall