The Future of PR
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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 ...

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 Presentation Transcript

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