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The Future of PR

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Our Head of PR & Social Laura Crimmons takes a look at how PR has changed in recent years in particular due to the rise in social media usage and makes some predictions for how it might continue to change in the future.

Published in: Marketing
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The Future of PR

  1. Laura Crimmons Head of PR & Social
  2. PR MediaPublic Press Releases Events/Launches Boozy Lunches etc Newspaper / Magazine articles The old model (pre social media)
  3. PR MediaPublic The new model Social Media Blog posts etc Newspaper / Magazine articles
  4. So where are we going next?
  5. It’s a 24 hour news cycle ‘Always on’ is on everyone’s minds
  6. Everything has a hashtag now… And the hashtag becomes the campaign name
  7. In a crowded online world, sparks of creativity are more important than ever
  8. If people wouldn’t talk about your campaign here…
  9. They won’t talk about it here…
  10. Or here…
  11. And money (Ads) won’t change that – paid promotion can help something get seen and talked about but it can’t make it worth talking about
  12. So do the pub test.
  13. Campaigns need more people around the table – videographers, designers, ad men, statisticians
  14. Ad campaigns are becoming PR campaigns
  15. “PR is becoming the glue in a lot of integrated campaigns. Does it matter that we don’t create the idea? One of the things we do is make someone else’s ideas even better. We can come up with the great idea, and we can make other people’s campaigns better. But clients are interested in integration.” - Michael Frohlich, Ogilvy UK Chief Executive
  16. We might need to learn new skills
  17. Working together is key
  18. Campaigns need more layers
  19. We’re in a time where curiosity wins
  20. We need to keep an eye on new technologies – but use them only when relevant
  21. But we shouldn’t just wish for the best – we need to know something’s going to work
  22. Tools will only get you so far
  23. People want to interact with people – brand personality has never been more important
  24. Storytelling is key NOT content for content’s sake
  25. Paid media is finding its place in PR
  26. RIP AVE
  27. RIP AVE (Thank God)
  28. So what replaces it?
  29. Barcelona Principles 1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality 5. AVEs are not the Value of Public Relations 6. Social Media Can and Should be Measured 7. Transparency and Replicability are Paramount to Sound Measurement
  30. Working with statisticians helps us work smarter and prove our worth
  31. Focus on Outcomes NOT Outputs Outputs: Press Releases Coverage Links Tweets/FB posts Outcomes: Increase in sales Increase in brand awareness
  32. Focus on Outcomes NOT Outputs Outputs: Press Releases Coverage Links Tweets/FB posts Outcomes: Increase in sales Increase in brand awareness Outcomes have real business impact (on the bottom line), outputs do not.
  33. Barcelona Principles 1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality 5. AVEs are not the Value of Public Relations 6. Social Media Can and Should be Measured 7. Transparency and Replicability are Paramount to Sound Measurement
  34. The future? Traditional media Bloggers Vloggers Events Launches Social Insatgram stars Celeb endorsements
  35. Let’s jump in!
  36. @jeremyvessey
  37. Thanks! Laura Crimmons Head of PR & Social, Branded3 @lauracrimmons laura.crimmons@branded3.com

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