Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

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Michael Barber and Robin Lybarger of COHN explore the changing landscape and trends within traditional public relations, the impact of social and new technology on journalism and media consumption, …

Michael Barber and Robin Lybarger of COHN explore the changing landscape and trends within traditional public relations, the impact of social and new technology on journalism and media consumption, and how these trends can be leveraged to better integrate public relations and digital marketing teams to deliver results for clients.

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  • 1. IS TRADITIONAL PR DEAD? BLENDINGTRADITIONALANDDIGITALTODRIVEBRAND VISIBILITYANDCLIENTBUSINESSOBJECTIVES NameofDeceased PUBLICRELATIONS CauseofDeath GOOGLE PlaceofDeath THEINTERNET Dateofdeath AUGUST2013 NAR Meeting | October 9, 2013
  • 2. @robinlybarger @michaeljbarber#WPINAR2013 2 DISCLAIMERS 1. It’s freezing. You’re hungry. We will be quick. 3. All knowledge, no pitch. We promise. 4. Like all agency owners and partners, we recognize the scope and pace of technological and societal changes are causing marketing to undergo almost constant reinvention. That being said, everything we say could or couldn’t apply by tomorrow. But, at least we have this friendly disclaimer that told you so ;). 5. Let’s have a conversation. Interrupt or raise your hand. Don’t worry, we are super friendly. 6. Use the hashtag, but please take a good photo #kthanksbye
  • 3. @robinlybarger @michaeljbarber#WPINAR2013 3 HELLO ROBIN LYBARGER VICE PRESIDENT PR + SOCIAL MEDIA • Leads team of 7 PR strategists and coordinators • Mountain runner • 3 awesome kids MICHAEL BARBER DIRECTOR OF DIGITAL STRATEGY • Leads a blended team of strategists, producers, and devs • Donut aficionado & plane nerd • Two dogs & a wife
  • 4. #WPINAR2013 / @COHNMARKETING 4 OUR TEAM
  • 5. #WPINAR2013 / @COHNMARKETING 5 TODAY’S PLAN 1. The current perception & reality of PR 2. Understand shifting patterns in journalism and consumption 3.Leveraging these shifts to reach and engage targets 4.Integrating PR and digital teams towards shared goals 5.Choosing the right partner
  • 6. 6 THE LANDSCAPE
  • 7. #WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 7
  • 8. #WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 8
  • 9. #WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 9
  • 10. #WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 10
  • 11. #WPINAR2013 / @COHNMARKETING 11 THE PERCEPTION INDUSTRY NARRATIVES
  • 12. #WPINAR2013 / @COHNMARKETING 12 THE PERCEPTION PUBLIC NARRATIVES
  • 13. #WPINAR2013 / @COHNMARKETING 13 THE PERCEPTION NEW DIRECTIONS SOURCE: THE NEW YORK TIMES
  • 14. #WPINAR2013 / @COHNMARKETING 14 THE DEATH OF THE FUNNEL SOURCE: GOOGLE
  • 15. #WPINAR2013 / @COHNMARKETING 15 THE STIMULUS HAS TO BE GOOD SOURCE: FAST COMPANY “This year, the average consumer will see or hear 1 million marketing messages - that’s almost 3,000 per day.”
  • 16. #WPINAR2013 / @COHNMARKETING 16 MEDIA CONVERGENCE SOURCE: ALTIMETER GROUP
  • 17. #WPINAR2013 / @COHNMARKETING 17 THE PERCEPTION CONVERGED MEDIA
  • 18. #WPINAR2013 / @COHNMARKETING 18 THE PERCEPTION CONVERGED MEDIA PLATFORMS BECOME THE NEWS
  • 19. #WPINAR2013 / @COHNMARKETING 19 GOOGLE’S HUMMINGBIRD CHANGES THE GAME The rise of the [not provided] Values conversational search over keywords Optimized for the mobile
  • 20. #WPINAR2013 / @COHNMARKETING 20 UBIQUITOUSLY CONNECTED 50 billion connected devices connected by 2020
  • 21. 21 THE IMPACT ON NEWS & CONSUMPTION
  • 22. #WPINAR2013 / @COHNMARKETING 22 JOURNALISM EVOLVES 1. 24% reduction over the past 10 years 2. 46% of U.S. public gets news online 3. Increase in credibility of online information 4. Decrease in confidence of traditional media every year 5. 1980: one PR person for every journalist 6. 2013: three PR pros for every journalist 7. Social sources become the norm
  • 23. #WPINAR2013 / @COHNMARKETING 23 LOCAL VS NATIONAL NEWS
  • 24. #WPINAR2013 / @COHNMARKETING 24 QUANTITY VS QUALITY NEWS
  • 25. #WPINAR2013 / @COHNMARKETING 25 PAID CONTENT ACCELERATES Paid content syndication Paid content integration Paid content co-creation
  • 26. #WPINAR2013 / @COHNMARKETING 26 CONSUMPTION SHIFTS SOURCE: HTTP://WWW.SLIDESHARE.NET/ MARISAGALLAGHER1/THIS-IS-CNN-NEXT
  • 27. #WPINAR2013 / @COHNMARKETING 27 SOCIAL IMPACT ON NEWSN NE
  • 28. #WPINAR2013 / @COHNMARKETING 28 SOCIAL IMPACT ON NEWSN NE
  • 29. 29 LEVERAGING THE TRENDS FOR OUR TEAM & CLIENTS
  • 30. #WPINAR2013 / @COHNMARKETING 30 THE REALITY PRACTITIONERS TO STORYTELLERS Moving away from more traditional PR elements (press releases) to integrated storytellers Storytelling requires integration & skill beyond our traditional PR practitioners’ knowledge.
  • 31. #WPINAR2013 / @COHNMARKETING 31 THE REALITY MODERN STORYTELLING REQUIRES MORE “Liquid and linked” Platform and device agnostic Customer-centric Targeted “Help, over hype”
  • 32. #WPINAR2013 / @COHNMARKETING 32 SHARED CONTENT WORKS ACROSS THE AGENCY PR Messaging strategy Thought leadership Media relations Social content Newsletters Annual reports White papers Events Video Images Audio Digital Content strategy Web (agnostic) SMS App Email Digital media Social tech Webinars
  • 33. #WPINAR2013 / @COHNMARKETING 33 VALUTEXT 80 million social & news mentions WSJ, NY Times, Mashable, Forbes & more 5,000 opt-in consumers within 30 days Rolled out to Latin America Sold May 2013
  • 34. #WPINAR2013 / @COHNMARKETING 34 CHARTER SCHOOL CAPITAL 50% response rate to webinars Established executives as thought leaders $5 million in attributable revenue
  • 35. 35 NEED A PARTNER?
  • 36. #WPINAR2013 / @COHNMARKETING 36#WPINAR2013 / @COHNMARKETING THE MUST HAVES FOR A PR PARTNER 1. Trustworthy 2. Solution centric vs. skill set centric 3. High get-it factor combined with common sense 4. Creative and personable 5. Strong writing skills 6. Understands how PR integrates across channels
  • 37. QUESTIONS?
  • 38. CONNECT WITH COHN ROBIN LYBARGER MICHAEL BARBER 2881 N. SPEER BLVD. DENVER, CO 80211 WWW.COHNMARKETING.COM @COHNMARKETING FACEBOOK.COM/COHNMARKETING THANK YOU.