Improvise by Fred Cook
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Fred Cook, CEO de Golin comparte su presentación del #CongresoPRORP el 29 agosto 2016
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Improvise by Fred Cook
- 13. PR Needs More Balls
- 17. Agency 33% Faster in Agencies In-House 13% Headcount 26% Headcount 11%
- 20. Embrace Change
- 21. Business is Changing 27% Believe PR will describe what we do
- 22. Models Are Adapting 95% Anticipate Change
- 23. Reasons For Change In-House Agency Adoption of new technologies 3.8/4.1 Increasing demand for content 3.9/4.0 Expansion of communication channels 3.6/3.8
- 24. But Will It Be Enough? In-House Agency Slight to moderate change 71% 53%
- 27. Retaining the right talent 4.1 Talent is a Challenge Recruiting the right talent 4.0 Lack of relevant talent 3.4 Availability of competent management 3.4
- 28. Writing 89% Writing Most Important? Strategic Planning 84% Verbal Comm 80% Analytics 62% SEO 41%
- 29. Creativity is Critical In-House Agency Critical Thinking 4.3 / 4.5 Intellectual Curiosity 4.2 / 4.6 Creativity 4.1 / 4.4
- 32. Embrace Change Hire Different Own the Sandbox
- 33. Multiple Agencies 29% Relationships are Shifting Agency of Record 21% Ad Hoc Assignments 23%
- 34. Corp. Communications 33.7% CEO/President 27.3% Marketing 21.8% Brand Management 9.6% Relationships are Shifting
- 35. Same 55% Budgets Seem Static Slightly less reliant 12% Slightly more reliant 28%
- 37. Get Paid
- 38. Channels are Changing Earned 41% Owned 26% Shared 17% Paid 13% Earned 31% Owned 28% Shared 24% Paid 15% TODAY TOMORROW
- 39. Paid Will Multiply 37.5% 62.5% Paid In-House Agency By 2020
- 41. Ideas Drive Relationships Strategic Insight 3.7 Creativity 3.7 Arms & Legs 3.6 Global Reach 2.7