toca webinar 070715 fnl
TRANSCRIPT
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The Strategic Importance of PR July 9, 2015
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advertising / public relations / communications
More About Mel
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Agenda
• 5 W’s of PR
• Today’s PR model o Owned o Paid o Shared o Earned
• Measuring the value of PR
• Starting your PR program
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advertising / public relations / communications
Defining PR: The Old Model
• Get in the newspaper!
• Company announcements
• Crisis communication
• Think about it only when you want it or need it
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advertising / public relations / communications
Defining PR: 5 W’s
Who • Agency, Corporate Comm, Global
Comm, External Relations
What • Publicity, Company News
When • Product Launch, Company
Announcements
Where • Newspaper, TV, Radio
Why • Someone asked for it
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advertising / public relations / communications
Defining PR: The New Model
• Integrations between PR, media and interactive
• Helps accomplish specific business objectives
• Strategically deployed when you need it, but also maintained year-round
• Focused on creating an experience
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advertising / public relations / communications
Defining PR: 5 W’s
Who • You, Your Customers
What • Create Connections, Tell Stories
When • Year-Round, 24/7
Where • Social Media, Traditional Outlets
Why • To educate, sell something, inform,
change opinions, etc.
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advertising / public relations / communications
Make News, Not Ads
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advertising / public relations / communications
Elf Yourself
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advertising / public relations / communications
The New PR Model
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Today’s PR
Our objectives = your business objectives
• 4 P’s are still alive and well
• Measured beyond AVEs
• Creativity and content are king
• Happening in real time, all the time
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advertising / public relations / communications
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advertising / public relations / communications
The New PR Model
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advertising / public relations / communications
The New PR Funnel
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advertising / public relations / communications
Owned Media
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advertising / public relations / communications
Owned Media
Create a solar system of owned media
• Content you control
• Fully-owned or partially-owned
• Extends your brand's presence beyond your website
• Ability to communicate directly with customers who want to engage with your brand long-term
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advertising / public relations / communications
SpaceX
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advertising / public relations / communications
Allstate
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advertising / public relations / communications
Starbucks
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advertising / public relations / communications
Paid Media
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advertising / public relations / communications
Paid Media
Paid media is not dead, but it is evolving
• No other type of media has the same immediacy and scale
• However, no longer the foundation and more of a catalyst
• Use at key periods to drive more engagement (i.e. Q4 holidays)
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advertising / public relations / communications
Black Friday
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advertising / public relations / communications
Doughnut Day
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advertising / public relations / communications
Earned Media
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advertising / public relations / communications
Earned Media
Earned media is the result of brand behavior
• When executed well = word-of-mouth
• Respond to the good and bad
• Still supported by “traditional” PR
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advertising / public relations / communications
Star Wars Night
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advertising / public relations / communications
Play with Oreo
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advertising / public relations / communications
Honey Maid “This is Wholesome”
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advertising / public relations / communications
Earned Media vs. Shared Media
• Many PR practitioners are measuring both
• Shared has the benefit of customers working for you
• Shared only happens when people believe in / are passionate about the stories you are telling - Authenticity = important
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advertising / public relations / communications
Measuring the Value of PR
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advertising / public relations / communications
Measuring the Value of PR
• AVEs are dead
• Measure based on business objectives and goals
• Goals are shared: what you want to see and what you need to see
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advertising / public relations / communications
Measuring the Value of PR
Barcelona Principles:
• Goal setting + management = key
• Measure quality and quantity
• AVE’s = awful
• Measure social media
• Measure outcomes vs. results
• Measure against business objectives
• Results must be transparent and replicable
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advertising / public relations / communications
The Strategic Importance of PR
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advertising / public relations / communications
Building a New PR Program
1. Ask around
2. Research (!!)
3. Integrate PR into your marketing initiatives
4. Set goals / objectives
5. Get. Started.
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Questions & Answers