The Future of PR

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The future of PR is now. It's not five years from now. It's not three years from now. It's happening right now and if you don't learn the new skills needed to keep up, you'll eventually be left behind.

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The Future of PR

  1. 1. The Future of PRThe Future is Now!armentdietrich.com                           @ginidietrich                                           spinsucks.com
  2. 2. Bones Gini
  3. 3. 38 Years
  4. 4. 13 Years
  5. 5. 4 Years
  6. 6. 3 Years
  7. 7. 100MM in 9 Months
  8. 8. 1 B Downloads in 9 Months
  9. 9. QuickTime™ and aH.264 decompressorare needed to see this picture.
  10. 10. CommunicatorsLead GeneratorsPolicy CreatorsAgents for ChangeSilo BustersSearch ExpertsContent CreatorsRelationship DevelopersReputation ManagersIssues ManagersCrisis CommunicatorsMetric Masters
  11. 11. Hyper-Targeted Media and Blogger RelationsContent Marketing + Search Engine OptimizationIssues and Crisis ManagementMetrics
  12. 12. Bloggers and PR Pros Get Along Well (yeah, right…)
  13. 13. Understand the blogger’s goal(s)The Blogger Manifesto
  14. 14. The Blogger ManifestoResearch, research, oh and, research!
  15. 15. The Blogger ManifestoPR doesn’t control the story;the writer does
  16. 16. The Blogger ManifestoSpam sucks…and so do mass emails
  17. 17. The Blogger ManifestoBloggers are passionate abouttheir work
  18. 18. The Blogger ManifestoKnow who you’re pitching, whatthey write about, and abouttheir community
  19. 19. Hyper-Targeted Media and Blogger RelationsContent Marketing + Search Engine OptimizationIssues and Crisis ManagementMetrics
  20. 20. Use content to generate leads
  21. 21. Use a blog to create communityand build thought leadership
  22. 22. Use an eBook to determinea prospect’s real interest
  23. 23. Use calls-to-action tomotivate people to want to buy from you
  24. 24. Hyper-Targeted Media and Blogger RelationsContent Marketing + Search Engine OptimizationIssues and Crisis ManagementMetrics
  25. 25. You used to write a crisis communication planand it would be shoved into a draweruntil you reviewed it a year later
  26. 26. Counsel to go public on an issuebefore it becomes a crisis
  27. 27. Monitor the web for the red flagsthat indicate an issue is brewing
  28. 28. Minimize collateral damage when someone with amegaphone starts a grassroots effort against you
  29. 29. Become trusted and empowered to speak on theorganization’s behalf through the social networks
  30. 30. Hyper-Targeted Media and Blogger RelationsContent Marketing + Search Engine OptimizationIssues and Crisis ManagementMetrics
  31. 31. Marketing Spend+ExpensesxDesired ROITeam Salaries+BenefitsxDesired ROIOR
  32. 32. $100,000+$20,000x5:1=$600,000 Goal
  33. 33. $600,000 Goal-$100,000 Budget-$20,000 Expenses=$480,000 Profit
  34. 34. Time to LeadIt’s time to provide clients or bosses with adviceon how to communicate in the new landscape
  35. 35. Time to LeadKnow how to use all of the media types:Paid, shared, owned, and earned
  36. 36. Time to LeadStop thinking about ourselves as non-creative types
  37. 37. Time to LeadUnderstand data and use it to drive our decisions
  38. 38. Time to LeadBe willing to experiment and take risk
  39. 39. Time to LeadAnd, for heaven’s sakes,measure our efforts to real business goals
  40. 40. The Future is Now!armentdietrich.com                           @ginidietrich                                           spinsucks.com

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