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The Convergence Concept

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The lines between PR and marketing continue to blur and research shows the PR industry may not exist by 2025. Gini Dietrich shows where the trends are headed, and what PR can do about it.

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The Convergence Concept

  1. 1. THE CONVERGENCE CONCEPT @ginidietrich spinsucks.com
  2. 2. 02 Fred Cook, Diretor, USC Center for Public Relations 2019 Global Communications Report Almost half of PR pros and more than 60% of marketing executives believe that their two disciplines will become more closely aligned in the next three years. Some think PR will dominate. Others think it will be dominated. Perhaps the reality is somewhere in between.
  3. 3. 03 Most critical issue facing our industry PR Agencies Corp Comms Percentage of PR agencies reporting into marketing Percentage of corporate communications departments reporting into marketing. 18% 21% 20 % Source: 2019 Global Communications Report
  4. 4. 04 PR pros believe the industry will... Source: 2019 Global Communications Report
  5. 5. 05 While marketing pros believe PR will... Source: 2019 Global Communications Report
  6. 6. 06 In the next five years, how will our relationship with marketing change? Source: 2019 Global Communications Report
  7. 7. 07 So what does this mean for us?
  8. 8. SEO specialists are doing earned media
  9. 9. SEO specialists are doing earned media
  10. 10. 010 And not well…
  11. 11. Marketers are beginning to own content and paid media Source: 2019 Global Communications Report
  12. 12. And that trend continues... Source: 2019 Global Communications Report
  13. 13. 013 But shouldn’t we own PESO?
  14. 14. 014 Yes. We should.
  15. 15. 015 Great business reads...
  16. 16. 016 Launched officially in 2013
  17. 17. 017 Advertorials, native advertising, paid social, boosted content, email marketing, sponsored content Paid Media PESO Model
  18. 18. 018 Media relations, influencer relations, blogger relations, search engine optimization, linkbacks Earned Media PESO Model
  19. 19. 019 Social media, customer experience, community building, engagement Shared Media PESO Model
  20. 20. 020 Podcasts, videos, livestreaming, eBooks, webinars, white papers, blog posts, brand journalism, user-generated content, newsletters, infographics, research, employee and customer stories Owned Media PESO Model
  21. 21. 021 Detractors, loyalists, and advocates Charity tie-ins, community service, CSR, c0-branding Community and Partnerships PESO Model
  22. 22. 022 Affiliates, brand ambassadors Incentive PESO Model
  23. 23. 023 Speeches, bylined articles, thought leadership, Google first page rankings Authority PESO Model
  24. 24. Relationships with journalists, customers, community, influencers, employees, stakeholders It all leads to relationships 024
  25. 25. 025 AttentionTHIS IS WHAT WE DO!
  26. 26. 026 The earned media paradox Far More Valuable Cision asked 1,500 senior marketers to rate earned media versus paid media 81 %
  27. 27. 027 But...CEOs want PR to help sell Source: 2019 Global Communications Report
  28. 28. 028 Attribution continues to be a problem
  29. 29. 029 But not with the PESO model
  30. 30. We CAN absolutely, positively attribute our work to business results 030
  31. 31. In order of importance for the results that help sell products and services PESO Model
  32. 32. Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Media Media Media Media Media
  33. 33. 033 Create content that makes sense for both humans and search engine spiders
  34. 34. 034 Focus on priority keywords
  35. 35. • The main topic for your most competitive key phrase • It may not be what has really high search volume or search competition • You can actually compete for the word or phrase Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Media Media Media Media Media
  36. 36. 036 Copiers OR What are the best all-in-one copiers on the market?
  37. 37. 037 It’d be really difficult to get on the first page of Google results for that term alone
  38. 38. Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Media Media Media Media Media
  39. 39. Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Media Media Media Media Media
  40. 40. 041 The most important part of PESO model success...
  41. 41. 046 Your domain authority has increased You’re ranking on the first page of Google for your topic. You can prove your efforts are selling
  42. 42. Content runs on your site Earned media with anchor text and priority keyword Organic and paid promotion Atrribution
  43. 43. 048 PESO model + data + results = PR existence Source: 2019 Global Communications Report
  44. 44. @ginidietrich spinsucks.com

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