What is the Future ofCOMMUNICATIONS
?
Presented By: Deirdre Breakenridge
#FutureComms14#FutureComms14
Because you love PR?
It’s yourPASSION
The Journey: Why are you here today?
The Journey: Why are you here today?
Want a new & better PR?Would like a job in PR?
The Early Days of PRHeavy media relations / publicity focus.
Next came PR 2.0Two-way discussions, new media and a collaborative approach. Democratized content and the rise of the citizen journalist. PR is turned upside down.
Now we embrace PR ExpandedWith new roles and responsibilities.
Look How Far We’ve Come:Look How Far We’ve Come:
InternalCollabora
tor
PR Tech Tester
Pre-CrisisDoctor
HybridPR Pro
CommsOrganiz
er
Relationship
Analyzer
Reputation
Task Force
Member
Master of
Metrics
PRPolicyma
ker
Social Media & PR Expanded:Social Media & PR Expanded:
1. Understanding it’s not about us: It’s the public and the businesses we serve.
2. Asking important questions: Am I helping to solve the challenges that keep the executives up at night? What are today’s challenges that tie PR to the BIG picture?
3. Looking at education on the higher level: Bridging the gap between what pros need to learn, what higher education teaches, and what organization’s require of professionals.
What’s next for us in PR and Communications?What’s next for us in PR and Communications?
There is no shortage of opinions about the modern day communicator.
What’s next for us in PR and Communications?What’s next for us in PR and Communications?
COMMUNICATORCOMMUNICATORmodermodernn
daydaythe
the
• Being flexible with disruptive technology.
• Realizing the needs of global consumers.
• Avoiding multi channel misses.
• Breaking down silos between traditional and digital marketing teams.
1. Serving the Global Organization1. Serving the Global Organization
Using a convergence of media (earned, owned, shared, paid)
Become the Modern Day Communicator:
Become the Modern Day Communicator:
CommsOrganizer
Creative Content Operator
…Are you skilled in Creative Content Operations?
Understanding the workings of the global organization
Become the Modern Day Communicator:
Become the Modern Day Communicator:
Collaboration
Generator
Global Comms
Collaborator
…Are you a Global Comms Collaborator?
Analyzing data that feeds our industries, media & the public
Master of the
Metrics
PR Analytics Engineer
Become the Modern Day Communicator:
Become the Modern Day Communicator:
…Are you a PR Analytics Engineer?
Building relationships for the long term beyond the media
Relationship
Analyzer
Relationship Agent
Become the Modern Day Communicator:
Become the Modern Day Communicator:
…Are you the Relationship Agent?
Developing a deeper knowledge of Information Technologies
PR Tech Tester
Tech Specialist
Become the Modern Day Communicator:
Become the Modern Day Communicator:
…Are you the Tech Specialist?
Rank the following by their number of users:
Rank the following by their number of users:
__Facebook__Pinterest__WhatsApp__Twitter__Google+__LinkedIn__Snapchat
Which of the following news organizations (from the list below) are NOT using “native
advertising” or “sponsored content?”
Which of the following news organizations (from the list below) are NOT using “native
advertising” or “sponsored content?”
• Atlantic Monthly• Mashable• Buzzfeed• New York Times• Associated Press
• Forbes• NPR• Washington
Post• The Economist• TIME Inc.
What do you know about the following new sites/orgs/apps?What do you know about the
following new sites/orgs/apps?
Re/code_______________________The Information________________NowThisNews__________________Quartz_________________________First Look Media________________Circa_________________________Skift______________________
Reputation
Task Force
Member
Pre- CrisisDoctor
PRPolicyma
ker
Creative
Content Operato
r
Tech Speciali
st
Global Comms
Collaborator
Relationship Agent PR
Analytics
Engineer
PR Expanded &The Modern Day Communicator:
PR Expanded &The Modern Day Communicator:
HybridPR Pro
To Sum it Up:To Sum it Up:
We are all here
Nobody saidit was easy
MARATHON,not a
sprint!
It’s a
communicationscarving out the future of
One last question…One last question…
AreAre youyouCOMMUNICATOR?COMMUNICATOR?
modermodernn
daydaythe
the
Deirdre Breakenridge:Please feel free to contact me.
Thank You! Any Questions?Thank You! Any Questions?
Email: [email protected]: http://linkedin.com/in/deirdrebreakenridge
Facebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridgeGoogle+: http://gplus.to/dbreakenridge
Blog: www.deirdrebreakenridge.com