The Future of PR Laura
Crimmons Communications Director

PR MediaPublic Press Releases Events/Launches
Boozy Lunches etc Newspaper / Magazine articles The old model (pre social media)

PR MediaPublic The new model
Social Media Blog posts etc Newspaper / Magazine articles

So where are we going
next?

It’s a 24 hour news
cycle ‘Always on’ is on everyone’s minds

Everything has a hashtag now…
And the hashtag becomes the campaign name

#susanalbumparty

In a crowded online world,
sparks of creativity are more important than ever

If people wouldn’t talk about
your campaign here…

They won’t talk about it
here…

Or here…

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

So do the pub
test.

76% of journalists feel more
pressure now to think about their story’s potential to get shared on social platforms

Five ingredients to make content
more shareable: 1.Video/images 2.Brevity 3.Localisation 4.More use of human voice 5.Proximity to trending topics

Five changes predicted by journalists
in 2015: 1.More digital/mobile focus 2.Quicker turnaround 3.More (original) video 4.Smaller and more focussed staff 5.Rising social influence

Campaigns need more people around
the table – videographers, designers, ad men, data

Ad campaigns are becoming PR
campaigns

“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

We might need to learn
new skills

Working together is key

Campaigns need more layers

We’re in a time where
curiosity wins

We need to keep an
eye on new technologies – but use them only when relevant

But we shouldn’t just wish
for the best – we need to know something’s going to work

Tools will only get you
so far

People want to interact with
people – brand personality has never been more important

Create a ‘personality’ and stick
to it

Storytelling is key NOT content
for content’s sake

Paid media is finding its
place in PR

RIP
AVE

RIP
AVE
(Thank
God)

So what replaces it?

Barcelona Principles (2.0) 1. Goal
Setting and Measurement are Fundamental to Communication and Public Relations 2. Measuring Communication Outcomes is Recommended Versus Only Measuring Outputs 3. The Effect on Organizational Performance Can and Should Be Measured Where Possible 4. Measurement and Evaluation Require Both Qualitative and Quantitative Methods 5. AVEs are not the Value of Communications 6. Social Media Can and Should be Measured Consistently with Other Media Channels 7. Measurement and Evaluation Should be Transparent, Consistent and Valid

Working with ‘data scientists’ helps
us work smarter and prove our worth

Focus on Outcomes NOT Outputs
Outputs: Press Releases Coverage Links Tweets/FB posts Outcomes: Increase in sales Increase in brand awareness

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.

Barcelona Principles (2.0) 1. Goal
Setting and Measurement are Fundamental to Communication and Public Relations 2. Measuring Communication Outcomes is Recommended Versus Only Measuring Outputs 3. The Effect on Organizational Performance Can and Should Be Measured Where Possible 4. Measurement and Evaluation Require Both Qualitative and Quantitative Methods 5. AVEs are not the Value of Communications 6. Social Media Can and Should be Measured Consistently with Other Media Channels 7. Measurement and Evaluation Should be Transparent, Consistent and Valid

The future? (True) Integration –
Search, Adv, Data Better data & measurement No more mail merge press releases Recognition of influence over reach

Laura Crimmons Communications Director, Branded3
@lauracrimmons laura.crimmons@branded3.com