New Realities

Slide 1: The New Realities of PR Presented by: Mike Spataro

Slide 2: Remember 1994? You hoped you didn’t miss the You had to visit a weather forecast You waited for the bank to check on TV or radio newspaper your balance to check the box scores You booked a vacation at a travel agent’s office You You guessed what the bought You licked a manufacturer’s music CDs stamp to send price was for a piece of mail a new car

Slide 3: Changing Landscape Technology, lifestyles and what constitutes “news” have all changed dramatically

Slide 4: Changing Media Landscape Guess Who Said…  “Newspapers in the traditional sense are dead. PR people have an opportunity to create content that will be delivered directly to consumers and embraced by the media.” Len Apcar, one of the chief editors, NY Times  “Publishers no longer own the news. What’s happening now is a fundamental realignment of the relationship between large media organizations and the public.” Richard Sambrook, head of the BBC’s global news division

Slide 5: Changing Marketing Model News was filtered through the media before reaching audiences Consumer are now participating in the journalistic process and fueling electronic word-of-mouth evangelism

Slide 6: The Age of Networked Conversations Technology  Cheap hardware and software reach the masses  Stronger computers empower consumers Technology increases speed NETWORKED of social change CONVERSATIONS through global collaboration Social Change  Aging consumers look to technology to support families and communities  Younger generations pioneer the use of personal networks and viral communications

Slide 7: Changing Role of Communicators We used to focus most on the way our organizations talk to audiences Now, we need to speak clearly and openly to encourage our audiences to talk with us so we can listen

Slide 8: “Word of Mouse” is Getting Louder

Slide 9: Blog What is it? – An online diary of thoughts and opinions posted by one person; 27mm and counting \"If you want to be a leader, I can't see surviving without a blog.\" PR Implications – Blogs on every topic imaginable, by consumers, news media, corporate executives; media use blogs for story ideas; clients publish blogs for delivering messages directly to the marketplace

Slide 10: Blog: MoBlog (Mobile Blogging) Text Wireless Pictures

Slide 11: “… you cannot afford to close your eyes … they're simply the most explosive outbreak in the information world since the Internet itself. And they're going to shake up just about every business -- including yours.”

Slide 12: Blog: Word of Mouth

Slide 13: Blog: Word of Mouth and Trust  Peer-to-peer word of mouth recommendations carry more weight than ever  Consumer trust word of mouth dramatically more than any type of paid or unpaid media The Web site 8% Which Factors Would Make Advertisement 15% You Most Comfortable Purchasing A Product? Newspaper / Magazine Recommended 22% -- Mediaedge:cia A Friend Recommendation 76% Television 21% Best Source For Advice Newspaper/Magazine 26% On A New Product: Info Services (e.g. Consumer Reports) 35% -- Yankelovich Another Consumer Who Owns Product 67%

Slide 14: Blogs and Instant Communications Real time “reporting” and consumer reaction BEFORE a press conference has concluded

Slide 15: Blog: Bloggers Can Attack a Brand

Slide 16: Blog: Bloggers Can Attack a Brand October 31, 2005: Security blogger Mark Russinovich posts an entry to his blog exposing details on Sony BMG’s DRM software flaws. It’s immediately picked up by other bloggers, linked to and syndicated throughout the blogosphere via RSS. Sony BMG’s Costs: $10MM+

Slide 17: Blog: Corporate Response Since launching Life Without Wires, Alereon CEO Eric Broockman and his opinions are being absorbed by industry leaders and the media at a rapid pace

Slide 18: Citizen Journalism What is it? – Average people who serve as “journalists” and provide eyewitness accounts and content to mainstream news channels on the Web PR Implications – The definition of “journalism” is changing and consumer opinion is now a part of the editorial message chain process

Slide 19: Wiki What is it? – Collaborative Web site maintained by a group of people to compile ideas and content. Each person adds everything they know about the topic and can edit other people’s content and posts PR Implications – Wiki online newspaper written by citizens are starting to emerge as competition to traditional papers; companies can use a wiki for collaborative PR campaigns

Slide 20: Really Simple Syndication What is it? – Really Simple Syndication allows anyone to set-up personal news feeds to receive information directly from anyone who publishes information on the Web; RSS has increased the influence of blogs; 6 million consumers accept RSS today; 4,000 new feeds created every day RSS XML PR Implications – Savvy communicators are distributing client news via RSS; all Web content will eventually be made available this way

Slide 21: On-Demand Web TV What is it? – Exclusive interactive, multi-media news and information provided by biggest names in publishing and news industries PR Implications – Produce special client news in new digital \"We're talking about formats; develop relationships having the A-team produce for the Web,\" with “digital only” journalists and editors

Slide 22: On-Demand Web TV and News What is it? – Exclusive interactive, multi-media news and information provided by biggest names in publishing and news industries CNN’s “Pipeline” offers four Web-based 24-hour news channels PR Implications – Distribute news in new digital formats; develop relationships with “digital only” journalists and editors

Slide 23: Web Video Magazines What is it? – An entirely new channel of content provided only on the Web targeting audiences with specific lifestyle information PR Implications – Tremendous new opportunities to create interactive stories to reach audiences the way they want to consumer “news”

Slide 24: Podcasting What is it? – A podcast is an audio recording made available on the Web that consumers Podcasts can download and listen to on their MP3 players; RSS allows for easy distribution to a worldwide audience Add Your Brand Name Here PR Implications – Podcasts are a new “on demand” messaging channel that corporate marketers love for delivering unfiltered messages to consumers and a way to reach a younger demographic

Slide 25: Saturn iPod Press Kit  Generate national media attention for the new Saturn Sky and its elegant design and styling  Created the first iPod Press Kit featuring product messages embedded in a series of fashion and design videos “The beautifully designed packaging … beautifully delivers the Saturn Sky message.” Elle Magazine

Slide 26: Brandcasting What is it? – Specific content from a company, organization, or academic institution made available to a global audience via Apple’s iTunes technology PR Implications – Every imaginable type of company, brand and product message can be distributed in digital format

Slide 27: Word-of-Mouth Marketing What is it? – Branded, structured communities of consumers with similar interests in a company or product Implications – Opportunity to create a dialogue with brand-friendly consumers and spread evangelism to others

Slide 28: Social Networking What is it? – Ad-hoc groups of like-minded consumers socialize on Web sites like MySpace and Xanga to meet and share ideas PR Implications – Social networking spaces are communities fueled by word of mouth; Opportunities for creating and identifying brand evangelists to deliver messages about products and services

Slide 29: Wireless – The 3rd Screen What is it? – Literally “brand in hand” marketing, wireless devices now allow communicators to reach consumers wherever they are via their mobile devices. Already ubiquitous in Europe and Asia, wireless marketing is exploding in the U.S. PR Implications – A new, always- on, always-available delivery channel for clients’ messages; interactive QT – Hey g L8, nnin hen Ru medium to establish dialogue; nearly ew call m e t hom 3 billion mobile text messages are sent U ge in the U.S. each month

Slide 30: Cellevision What is it? – Interactive television-like programming available on your cell phone; shows are called “mobisodes”; 3 million people will watch a TV show on their phone by end of 2006 PR Implications – Brand messages will have to be made available in mobile channels and applications to reach consumers in the future

Slide 31: Contagious Media What is it? – “You gotta see this.” When consumers find something on the Web they just have to forward to a friend; quirky campaigns based on humor, pranks, free, and cool content; hard to create but amazing results when it works PR Implications – Contagious / Viral Media is an electronic form of word of mouth that creates instant buzz for a company. It should be a part of any good PR strategy, particularly for consumer product launches

Slide 32: Instant Messaging What is it? – A technology allowing real-time chatting via text, voice and now video; quickly replacing e-mail as the preferred communications channel in some demographics PR Implications – IM allows consumers to share their opinions faster than ever; new opportunities to deliver product messages via IM channels such as branded skins, branded “buddies” and customer service bots

Slide 33: Games What is it? – Interactive brand experiences where marketing messages are wrapped within a gaming environment PR Implications – Popular way to connect with younger generations who now expect to be entertained when interacting with a brand

Slide 34: Geocaching What is it? – A growing outdoor activity or “sport” that utilizes global positioning satellite technology PR Implications – Becoming popular for product launches; consumers plug satellite coordinates into a handheld device in search of valuable prizes

Slide 35: Digital Activism What is it? – Activists are deploying every new technology to assault a brand or champion an issue; their tools include attack blogs, negative Web sites, contagious media and even protest ringtones PR Implications – PR professionals need to understand the tools activists are using and develop strategies to respond and proactively communicate to survive

Slide 36: RFID and Quick Response (QR) Codes What is it? – Embedded technology on objects, like billboards and packaging, that allows consumers to download marketing messages by simply walking by and pushing a button on their cell phone PR Implications – Permits creative one-to-one marketing like we’ve never seen before

Slide 37: It’s Not About Hi-Tech, but… Hi-Tech Enables Companies to Create High-Touch with Audiences