How the Disciplines of PR and
Marketing Continue to Merge
April 12, 2014. PRSSA Conference
B L U R R E D
L I N E S
A Little About Me
CLIENT-SIDE MARKETING AGENCY PR AGENCY
More Than PR
“helps its clients move beyond old world corporate communications into new forms of
engagement via content sh...
Job Experience
10+ years marketing and communications experience
Have delivered integrated marketing campaigns for clients...
“Never Hire a PR Firm”
Where It All Began
Social Media: PR vs Marketing
Where Social Media Is Managed
Early Misses from PR
In 2006, Edelman PR pretended to be road
tripping bloggers covering a blogger
adventure at several Wa...
Early Misses from Marketing
Back in 2007, General Motors asked anyone to
create a video about the 2007 Chevy Tahoe
only to...
Early Misses from Customer Care
United Breaks Guitars showed how
social accounts expose issues in the
organization.
Battle of Paid, Earned, Owned
PR Listening But Ad Buying Wins
Pitching Media to Buying Media
Blurring the lines of what a PR agency does
The rise of the media buyer in PR
The Chaos Is Real
New Models to Address It
Moving Beyond “The Pitch”
Evolution of PR Agency Skillsets
STRATEGY +
PLANNING
DESIGN +
DEVELOPMENT
MULTIMEDIA
CONTENT
CREATION
COMMUNITY
MANAGEMENT...
Rise of Real-Time Marketing
Importance of Real-Time
In a 2014 study
from Evergage…
Agencies Responded
Mostly a Disaster Post 2013 Super Bowl
Real-Time	

Marketing	

Newsjacking	

Your	

Brand
Newsjacking
On November 1 the
Mayor Newark Cory
Booker tweeted to one of
his city’s residents who
was “running out of
hotp...
Tweets: 3,022
Reach: 22 million
Total reach: 211.2 million
Twitter	

•  3,022 tweets	

•  22 million reach	

	

Online	

•  51 articles	

•  187.4 million...
The Integrated Campaign
Public Relations
Out of Home Ads
Print AdsOnline
What’s the Future of PR?
¡  It’s definitely more than earned media
¡  It’s about being a strong marketing partner
¡  It...
The Hybrid Candidate
Thank you.
Chris Baccus
GolinHarris
Executive Director Digital
@cbaccus
Blurred Lines: How the Disciplines of PR and Marketing Continue to Merge
Blurred Lines: How the Disciplines of PR and Marketing Continue to Merge
Blurred Lines: How the Disciplines of PR and Marketing Continue to Merge
Blurred Lines: How the Disciplines of PR and Marketing Continue to Merge
Upcoming SlideShare
Loading in...5
×

Blurred Lines: How the Disciplines of PR and Marketing Continue to Merge

504

Published on

This presentation was given at Loyola Marymount University on April 12, 2014 to PRSSA students during a one day conference. The focus of this presentation was to share how PR agencies are evolving and how a lot of that evolution started with the advent of social media, but has expanded as PR agencies become more about integrated communications and move to doing things like media buying and even traditional advertising.

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
504
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Blurred Lines: How the Disciplines of PR and Marketing Continue to Merge

  1. 1. How the Disciplines of PR and Marketing Continue to Merge April 12, 2014. PRSSA Conference B L U R R E D L I N E S
  2. 2. A Little About Me CLIENT-SIDE MARKETING AGENCY PR AGENCY
  3. 3. More Than PR “helps its clients move beyond old world corporate communications into new forms of engagement via content sharing and employee story mining.“ “public relations alone is no longer enough.Today’s world calls for public engagement—a Third Way for companies to communicate beyond paid and earned media.“ “We inspire.We incite.We shape ideas to move companies and organizations forward.We get people thinking and acting in new ways so they connect with and advocate for your brand. “Communications is changing. So are we.We have aligned our people, processes, technology and training to help clients win in a complex, connected society.”
  4. 4. Job Experience 10+ years marketing and communications experience Have delivered integrated marketing campaigns for clients Advanced knowledge of interaction design, user-centered experience design, brand development, digital marketing and the creative process Knowledgeable of the intersection between earned, owned and paid media
  5. 5. “Never Hire a PR Firm”
  6. 6. Where It All Began
  7. 7. Social Media: PR vs Marketing
  8. 8. Where Social Media Is Managed
  9. 9. Early Misses from PR In 2006, Edelman PR pretended to be road tripping bloggers covering a blogger adventure at several Walmart stores
  10. 10. Early Misses from Marketing Back in 2007, General Motors asked anyone to create a video about the 2007 Chevy Tahoe only to learn that user-generated content need to be moderated. Critics of the vehicle added text to their own “commercials” of the product.
  11. 11. Early Misses from Customer Care United Breaks Guitars showed how social accounts expose issues in the organization.
  12. 12. Battle of Paid, Earned, Owned
  13. 13. PR Listening But Ad Buying Wins
  14. 14. Pitching Media to Buying Media Blurring the lines of what a PR agency does The rise of the media buyer in PR
  15. 15. The Chaos Is Real
  16. 16. New Models to Address It
  17. 17. Moving Beyond “The Pitch”
  18. 18. Evolution of PR Agency Skillsets STRATEGY + PLANNING DESIGN + DEVELOPMENT MULTIMEDIA CONTENT CREATION COMMUNITY MANAGEMENT INFLUENCER ENGAGEMENT PAID MEDIA PLANNING + BUYING ANALYTICS + SEO
  19. 19. Rise of Real-Time Marketing
  20. 20. Importance of Real-Time In a 2014 study from Evergage…
  21. 21. Agencies Responded
  22. 22. Mostly a Disaster Post 2013 Super Bowl
  23. 23. Real-Time Marketing Newsjacking Your Brand
  24. 24. Newsjacking On November 1 the Mayor Newark Cory Booker tweeted to one of his city’s residents who was “running out of hotpockets” Hot Pockets responds with letter and 100s of coupons for free product for Newark residents.
  25. 25. Tweets: 3,022 Reach: 22 million
  26. 26. Total reach: 211.2 million Twitter •  3,022 tweets •  22 million reach Online •  51 articles •  187.4 million reach Broadcast •  13 shows •  1.8 million reach
  27. 27. The Integrated Campaign
  28. 28. Public Relations Out of Home Ads Print AdsOnline
  29. 29. What’s the Future of PR? ¡  It’s definitely more than earned media ¡  It’s about being a strong marketing partner ¡  It’s demonstrating creative value for your clients ¡  It’s keeping up with not only PR trends but Marketing and Customer Care trends
  30. 30. The Hybrid Candidate
  31. 31. Thank you. Chris Baccus GolinHarris Executive Director Digital @cbaccus
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×