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The Future of PR
Laura CrimmonsCommunications Director
PR
MediaPublic
Press ReleasesEvents/Launches
Boozy Lunchesetc
Newspaper / Magazine articles
The old model(pre social media)
PR
MediaPublic
The new model
Social MediaBlog posts
etc
Newspaper / Magazine articles
So where are we going next?
It’s a 24 hour news cycle
‘Always on’is on
everyone’s minds
Everything has a hashtag now…And the hashtag becomes the campaign name
#susanalbumparty
In a crowded online world, sparks of creativity are more important than ever
If people wouldn’t talk
about your campaign here…
They won’t talk about it here…
Or here…
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
So do the pub test.
76% of journalists feel more pressure now to think about their story’s potential to get shared on social platforms
Five ingredients to make content more shareable:
1.Video/images2.Brevity
3.Localisation4.More use of human voice
5.Proximity to trending topics
Five changes predicted by journalists in 2015:
1.More digital/mobile focus2.Quicker turnaround3.More (original) video
4.Smaller and more focussed staff5.Rising social influence
Campaigns need more people around the table –videographers, designers, ad men, data
Ad campaigns are becoming PR campaigns
“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
We might need to learn new skills
Working together is key
Campaigns need more layers
We’re in a time where curiosity wins
We need to keep an eye on new technologies –but use them only when relevant
But we shouldn’t
just wish for the best –
we need to know
something’s going to
work
Tools will only get you so far
People want to interact with people – brand personality has never been more important
Create a ‘personality’
and stick to it
Storytelling is key
NOT content for
content’s sake
Paid media is finding its place in PR
RIP
AVE
RIP
AVE
(Thank God)
So what replaces it?
Barcelona Principles (2.0)1. Goal Setting and Measurement are Fundamental to Communication and Public Relations2. Measuring Communication Outcomes is Recommended Versus Only Measuring Outputs3. The Effect on Organizational Performance Can and Should Be Measured Where Possible4. Measurement and Evaluation Require Both Qualitative and Quantitative Methods5. AVEs are not the Value of Communications6. Social Media Can and Should be Measured Consistently with Other Media Channels7. Measurement and Evaluation Should be Transparent, Consistent and Valid
Working with ‘data scientists’ helps us work smarter and prove our worth
Focus on Outcomes NOT Outputs
Outputs:Press Releases
CoverageLinks
Tweets/FB posts
Outcomes:Increase in sales
Increase in brand awareness
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.
Barcelona Principles (2.0)1. Goal Setting and Measurement are Fundamental to Communication and Public Relations2. Measuring Communication Outcomes is Recommended Versus Only Measuring Outputs3. The Effect on Organizational Performance Can and Should Be Measured Where Possible4. Measurement and Evaluation Require Both Qualitative and Quantitative Methods5. AVEs are not the Value of Communications6. Social Media Can and Should be Measured Consistently with Other Media Channels7. Measurement and Evaluation Should be Transparent, Consistent and Valid
The future?(True) Integration – Search, Adv, Data
Better data & measurement
No more mail merge press releases
Recognition of influence over reach
Laura Crimmons
Communications Director, Branded3
@lauracrimmons
laura.crimmons@branded3.com
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