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

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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 …

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

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  • 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. A Little About Me CLIENT-SIDE MARKETING AGENCY PR AGENCY
  • 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. 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. “Never Hire a PR Firm”
  • 6. Where It All Began
  • 7. Social Media: PR vs Marketing
  • 8. Where Social Media Is Managed
  • 9. Early Misses from PR In 2006, Edelman PR pretended to be road tripping bloggers covering a blogger adventure at several Walmart stores
  • 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. Early Misses from Customer Care United Breaks Guitars showed how social accounts expose issues in the organization.
  • 12. Battle of Paid, Earned, Owned
  • 13. PR Listening But Ad Buying Wins
  • 14. Pitching Media to Buying Media Blurring the lines of what a PR agency does The rise of the media buyer in PR
  • 15. The Chaos Is Real
  • 16. New Models to Address It
  • 17. Moving Beyond “The Pitch”
  • 18. Evolution of PR Agency Skillsets STRATEGY + PLANNING DESIGN + DEVELOPMENT MULTIMEDIA CONTENT CREATION COMMUNITY MANAGEMENT INFLUENCER ENGAGEMENT PAID MEDIA PLANNING + BUYING ANALYTICS + SEO
  • 19. Rise of Real-Time Marketing
  • 20. Importance of Real-Time In a 2014 study from Evergage…
  • 21. Agencies Responded
  • 22. Mostly a Disaster Post 2013 Super Bowl
  • 23. Real-Time Marketing Newsjacking Your Brand
  • 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. Tweets: 3,022 Reach: 22 million
  • 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. The Integrated Campaign
  • 28. Public Relations Out of Home Ads Print AdsOnline
  • 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. The Hybrid Candidate
  • 31. Thank you. Chris Baccus GolinHarris Executive Director Digital @cbaccus