The integration of digital within PR
& the impact of technology
on consumer behaviour and media
Chris McCafferty & Scott Williams
Shine Communications
September 2009
Contact: 020 7100 7100
chris.mccafferty@shinecom.com / scott.williams@shinecom.com

Hello
Chris McCafferty, Director
Twitter: @chrismccaff Blog: via PRWeek.co.uk
Former European Communications Director at
MySpace, responsible for launching MySpace into 13
European countries. Previously on the management
team at MSN UK as Head of PR and Corporate Affairs.
10 years PR agency experience
Scott Williams, Creative Director & Head of Digital
Twitter: @sadeagle
Five years at Google and YouTube as Head of Media
and Entertainment, advising many of the UK’s major
media owners and content providers such as Universal
Music, Channel 4, The Sun and The Daily Telegraph. 12
years in the digital industry including FT.com,
UpMyStreet.com and Popbitch

changing communications
Attention &
Traffic
Blogs
Press Media
Brief Coverage Website
Release Conversation
Community Social Media
Video New New New
Platform Platform Platform

the power of digital; and the challenge for brands

Where is
PR in 2009?

What the hell is going on?

Don’t ignore the channel...
92% of people must have 92% can live without a
broadband within a microwave for a month
month of moving

When did you last hear...
 “...let’s build an iPhone app” – WHY?
 “...let’s make a viral” – WHY?
 “...we can seed that content for you” – how/why/who to?
 “We can use buzz metrics to see what people are saying about you”
 “We work with bloggers all the time and influencers”
 “That piece of coverage online was worth over £20,000”
 “We work out the average media value using our own formula”

Confused….technology, consumer empowerment,
Long tail, wisdom of crowds, the demise of printed
media business models, influencer mapping

The Challenges for PR Today – Medium is the Message
The average consumer is
exposed to ~3,500 marketing
messages every day.

Technology doesn’t like existing business models
2020
2012
2015
15,000 songs.
500,000 songs.
ANY song ever
25,000 photos. produced.
song.
ANY picture.
2,500,000 photos.
100,000,000 video.
150 hours of photos.
ANY hours
8760 video. of video.
20 years of video.
Moore’s law states that capacity doubles in size every 24 months

Digital Integration:
How to use technology to amplify your comms

Shouting louder is not the answer

How does digital sit within comms? What is Digital PR?
Community
Coverage
Distribution
Assets
Platforms
Creative Ideas
Insight
&
Brief

Build content that can be shared, discussed and
enjoyed

What does the campaign look like in practice?

Measurement and tracking

Cost of engagement is low and returns are high

Hang on. You haven’t mentioned Social Media

The internet is a social media – we own it
 80 billion emails a day
 Zero to 1 billion people in 10 years
 20 hours of video uploaded to YouTube every minute
 1Billion + searches a day on Google
 Social media platforms highlight the intrinsic benefits and the collaborative
nature of the network of computers and servers – i.e.: The Internet
 The social collective (Wisdom of Crowds) will determine whether something is
popular/viral
 The biggest online brands spend next to nothing on PR/Comms – Their brand is
their user experience

Two conclusions

communication boundaries are blurring
Driving sales
PR Marketing
Impartial Brand biased
Product Web Master
Driving consideration

The basics...
Listen/
Understand
Experiment
Have
Fun!
Be honest
Transparent

Thanks
Chris McCafferty & Scott Williams
Shine Communications
September 2009
Contact: 020 7100 7100
chris.mccafferty@shinecom.com / scott.williams@shinecom.com