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Impress London: "How PR is Changing. And Staying the Same"

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Chris Reed, Managing Partner at Brew, presented "How PR is Changing. And Staying the Same" at Impress London on 11 November 2010. …

Chris Reed, Managing Partner at Brew, presented "How PR is Changing. And Staying the Same" at Impress London on 11 November 2010.

Find out more at http://impress.brightone.org.uk/

http://www.brewdigital.com/
http://twitter.com/chris_reed

Published in: Career

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  • Followers, friends, retweets, commenters, comments,
  • 1977 Morecambe and Wise Christmas Show, which attracted 28 million viewers, half of the UK population
  • Followers, friends, retweets, commenters, comments,
  • Traditional advertising models will not workBrands cannot buy their way in conversations onlineThey must earn the right to be a part of those conversations
  • Followers, friends, retweets, commenters, comments,
  • Followers, friends, retweets, commenters, comments,
  • Followers, friends, retweets, commenters, comments,
  • PR people are used to this.Media people have got stats and numbers and data.PR people are used to nuance and subtlety.Google alertsTweetdeckGoogle analyticsBrandwatch/Radian 6/Sysomos/NeilsenbuzzmetricsOmniture/Doubleclick
  • PR people are used to this.Media people have got stats and numbers and data.PR people are used to nuance and subtlety.Google alertsTweetdeckGoogle analyticsBrandwatch/Radian 6/Sysomos/NeilsenbuzzmetricsOmniture/Doubleclick
  • Only play the ROI game on a level playing field.
  • Transcript

    • 1. TITLE TO GO HEREAdditional detailsDate
      How PR is changing.
      And staying the same.
      Chris Reed
      Managing Partner, Brew
      www.brewdigital.com
      @chris_reed
    • 2. A quick canter through ……the history of comms
    • 3.
    • 4.
    • 5.
    • 6.
    • 7.
    • 8.
    • 9.
    • 10. I think that you and your readers/listeners (i.e.network) might find this interesting…has needlessly given way to…
    • 11.
    • 12.
    • 13. Earned Media
      PR & Social
      Owned Media
      Paid Media
    • 14. WTFIIFM?
    • 15. Your audience is now also your media channelGive them content which makes them feel like laughing out loud, feel loved, feel clever, feel inspired, and feel like passing onAnd be in it for the long term, not for a quick win
    • 16.
    • 17. Find the bonfiresListenUnderstandEngageHelpBuild rewarding relationships
    • 18. The best way to judge the effectiveness of a social media and PR campaignis not simply to judge the effectiveness of that campaign
    • 19. followers, flows, friends, fans, viewers, listeners, circulation, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.
    • 20. followers, flows, friends, fans, viewers, listeners, circulation, connections, counts, re-tweets, comments, diggs, bookmarks, counts, tags, stumbles, views, readers, shares, tweets, unique commenters, pagerank, cpm, pagerank, sentiment scores.
      Yes, they’re all measurable.
      But so what?
    • 21. Define the specificsSales increase? Reputation improvement? Customer service speed?Measure the outputssocial mentions, links, views, engagement, followers and friendsEvaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase
    • 22.
    • 23. TITLE TO GO HEREAdditional detailsDate
      How PR is changing.
      And staying the same.
      Chris Reed
      Managing Partner, Brew
      www.brewdigital.com
      @chris_reed