3. PRSA national reported that 60% of PR
professionals are reporting directly to the c-
suite, yet 80% of MBA programs do not
include communications and reputation
management.
- PRSA Chair and CEO Gerard F. Corbett, APR, Fellow PRSA
4. A great dialogue is necessary for
creating alignment in an
organization. Internal corporate
social collaboration is the next big
thing.
- Melissa McVicker, Director of Employee
Communications, Intel
5. Research shows that if you have a bad rep and show
that
you are trying to change, you get even more 'props' than
a company who regularly engages in
Corporate Social Responsibility.
A bad reputation can be overcome.
- June Cotte, Ph.D, Consumer Behavioral Expert and Associate Professor of
Marketing, University of Western Ohio
6. There is a need for regulated industries to be part of the
conversation on social media from a relationship management
perspective. Regulators are looking at what regulated
industries are doing...who is complaining about entities?
- Denyette DePierro, J.D., Senior Counsel, Office of Regulatory Policy, American
Bankers Association
7. Loyalty is making a
comeback because it can be
integrated and tracked via
mobile.
- Dawn Marie Yankeelov, President and
Founder, Aspectx
8. Opportunity can be manufactured.
Prearrange opportunities and take advantage of
them.
-Biz Stone, Co-Founder, Twitter
9. There is no
substitute for
face-to-face
communication.
-Tim Westergren, Founder and Chief
Strategy Officer, Pandora
10. To recruit top talent, small agencies should think about
creative compensation strategies - perks, sign on
bonuses, flex schedules, professional development
opportunities, etc.
- Jean Elizabeth Gonsoulin, President, The Gonsoulin Group
11. Transparency is a powerful tool
for helping
is a powerful tool for
consumer helping consumer brands
to move brands to move the
needle. the
needle.
12. D, do you have any examples of companies/images to be used here.
Gamification has proven an effective workplace training tool.
Employees trained by video games learn more factual information,
attain higher skill levels and retain information longer.
- University of Colorado Business School, 2010, via Shel Holtz
13. An organization's
actions speak more
loudly
than its words.
- Bey-Ling Sha, Ph. D., APR. (Recipient of PRSA's 2012 Outstanding Educator
Award)
14. How you prepare a client
to
be his or her own PR
is very important.
- Michael Steele, Political
Analyst, MSNBC; Former
Chairman, Republican National
Committee
15. Twitter is the single
greatest crisis
communication tool we‟ve
ever had.
- Dallas Lawrence, Chief Global Digital
Strategist, Burson Marsteller
16. The headline today
is more important than it‟s
ever been.
- Dallas Lawrence, Chief Global Digital
Strategist, Burson Marsteller
17. How To Shortcut the Approval Process
When in Crisis - - 22:00
1. Seek approvals in advance of the crisis:
- Create a Tweet Cheat
- Consider 10-12 questions with “ready responses”
2. Create commentary for Facebook
- Dallas Lawrence, Chief Global Digital Strategist, Burson
Marsteller
Case Study: J & J Recent Product Recall
18. 10 Most Common Mistakes
Communicators Can‟t Help But Make…
#1 Mistake: Getting Lost in Tactics
– Encourage outcome-oriented mindset rather than deliverables
#5 Mistake: Focusing Solely on a Client‟s Need
– Share responsibility with clients – not all about the client!
– Set expectation from the beginning
#10 Mistake: Not Knowing Where You Stand at All
Times
– Receive regular feedback from clients
- Kate Bushnell, President & Senior Thoughtpartner, The Grossman
Group
19. We‟re in a world of transition in unchartered waters.
Measurement is critical in this transition because when
we come through the other end, we‟ll have to prove the
various theories we have and right now, most of this is
just theory.
- Jack Martin, Global Chairman and Chief Executive Officer, Hill+Knowlton Strategies
20. The Agency of the Future
PR has a bright future as career but new skill sets required
- Redefining content through digital storytelling
- Emerging job titles: Creative Catalyst, Digital & Content Strategist, VP,
Entertainment Platforms, Director of Mindfire, Director of
Conversation, Insights
& Analytics, Director of Web & Social Media Analysis
- Strategic Focus = Earned Conversation, through Editorial, social media,
word-of-mouth
Anything that is not paid should be our sweet spot: It is incumbent on us to
retake our claim in this territory, large opportunity and show we have the skill
set - - always had to gain the presence of our message - - let‟s use that skill
and use the ability to interpret what others want and put it into practice in a
broader lens.
– Rob Flaherty, APR, Senior Partner, President and
21. The Agency of the Future
Golin Harris reconfigured their agency to a
g4 model:
- Fred Cook, Chief Executive Officer and President, GolinHarris
22. The Agency of the Future
Communications is more than the written word
- Need to work with other visual mediums
(video, infographics)
Employee of the future
- Different skill set
- Janet Taylor, co-CEO and Founder, Airfoil Public Relations
23. Integrating Inbound Marketing into
Your Communications Campaigns
Presented by
Jessica Lyon and Danielle Cyr
Co-Communications
29. Unlike traditional „push‟ marketing, Inbound
Marketing pulls in audiences by offering information
that they are already interested in, typically via a
blog. Further information is often available as a
downloadable incentive.
Leads that download the incentives may be nurtured
through an online marketing program that aims to
convert prospects into customers.
30. get your
viewers hooked!
• optimized website Download
your…
• remarkable/sharable information
• downloadable incentives
• compelling calls-to-action
• robust blog
31. Why Businesses Should Use
Inbound Marketing Techniques
• sharing intellectual property builds trust among clients and
prospects
• makes advertising more action-oriented
• generates leads for the sales team to follow-up with
• makes the company‟s website more dynamic and engaging
• offers real-time data to inform a nimble strategy
• allows companies to easily measure success
32. who should use inbound marketing
what makes content compelling
what’s when to drive action
ahead where to integrate
why it works
how it‟s measured
34. WHO wants to build relationships with their customers?
wants to showcase their expertise in the marketplace?
wants to be found online?
wants to focus on tightly targeted audiences?
wants to raise conversion rates?
wants to close qualified leads?
35. 51% of all time on the
web is content
consumption.
– AOL Neilsen 2011
40. custom blend
• calls-to-action in e-communications
• calls-to-action in blog posts
• QR Codes in tradeshow collateral
• dedicated landing pages for online, print and
broadcast advertising
• email „lead nurturing‟ campaigns for real life
contacts
• web releases that link to e-books
41. Companies that blog at least 20
times per month generate 5x
more traffic than those that blog
only a few times per month.
- HubSpot
42. B2B companies that blog generate
67% more leads per month than
those who do not.
- HubSpot
43.
44. what works?
website traffic
blog article views
incentive downloads
sharing and interaction
organic search rankings
inbound links
new leads
lead activity
new clients
45. Jessica Lyon
@jesslyon | jessica@cocommunications.com
Danielle Cyr
@daniellecyr | danielle@cocommunications.com
New York | Connecticut
www.cocommunications.com
make yourself perfectly clear
Editor's Notes
That means it beats shopping!
44% of direct mail is never opened 86% skip TV commercials 200 million say “Do Not Call”
