the future of pr
TRANSCRIPT
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Laura CrimmonsHead of PR & Social
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PR
MediaPublic
Press ReleasesEvents/Launches
Boozy Lunchesetc
Newspaper / Magazine articles
The old model(pre social media)
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PR
MediaPublic
The new model
Social MediaBlog posts
etc
Newspaper / Magazine articles
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So where are we going next?
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It’s a 24 hour news cycle
‘Always on’is on
everyone’s minds
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Everything has a hashtag now…And the hashtag becomes the campaign name
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In a crowded online world, sparks of creativity are more important than ever
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If people wouldn’t talk
about your campaign here…
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They won’t talk about it here…
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Or here…
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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
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So do the pub test.
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Campaigns need more people around the table –videographers, designers, ad men, statisticians
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Ad campaigns are becoming PR campaigns
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“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
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We might need to learn new skills
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Working together is key
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Campaigns need more layers
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We’re in a time where curiosity wins
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We need to keep an eye on new technologies –but use them only when relevant
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But we shouldn’t
just wish for the best –
we need to know
something’s going to
work
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Tools will only get you so far
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People want to interact with people – brand personality has never been more important
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Storytelling is key
NOT content for
content’s sake
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Paid media is finding its place in PR
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RIP
AVE
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RIP
AVE
(Thank God)
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So what replaces it?
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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
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Working with statisticians helps us work smarter and prove our worth
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Focus on Outcomes NOT Outputs
Outputs:Press Releases
CoverageLinks
Tweets/FB posts
Outcomes:Increase in sales
Increase in brand awareness
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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.
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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
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The future?Traditional media
BloggersVloggers
EventsLaunches
SocialInsatgram stars
Celeb endorsements
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Let’s jump in!
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