November 15, 2013 - What's a PR person to do? Lessons from the Bleeding Edge of Digital PR


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Topic: What's a PR professional to do?

It's a murky, unclear future for PR professionals , but one thing is certain: permanent disruption as a transformational shift is happening right now and most of us are not paying attention.

We promise our morning session will slam into you like a triple-shot of espresso.

You'll laugh, you'll cry and we'll leave you wanting more.

We'll share case studies and our personal stories about what it takes to survive and thrive in today's business environment.

Most importantly, you'll learn about the 8 new eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world.

Created for Canadian Public Relations Society Vancouver Island Chapter - Beyond the Hype Conference

Published in: Business, Technology
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  • About. MeAbout Me – think of it as an online business card. It's a personal and quirky way to highlight all your social media accounts in one place.
  • That perhaps will terrify you, But I hope, will inspire you Commodification of services = PR/Marketing is a button, Or, there’s an APP for that – consumerization of IT Leads to an accomplished DIY = client knows enough to be dangerous Need to think about partnerships differently Need to build capacity. Think of your clients as partners. Sharing economy Wake up and think about your roles differently. World constantly shifting.
  • Images taken from
  • Relentless demands – pressure for growth and efficiency Higher stakes – enable agile, timely and relevant marketing – use data and technology for real-time marketing Smaller share of budgets – harder to obtain customers and sell more to existing ones Higher client/customer expectations – clients still expect value, trust, quality and better experience Fair to say that digital has changed everything . . .
  • Love David Armano.
  • RUNNING A CONTEST IS HARD WORK – this is our own CLIENT EXPERIENCE Get used to the new reality. Learn as much as you can about new programs and platforms.
  • What are the skills we need to survive and thrive in this digital world? What’s a PR person to do.
  • Lots of SPLINTER GROUPS – and SPECIALIZATIONS: - this is what ACCENTURE CALLS PARTER PROLIFERATION: Paid searchSearch Engine Optimization Media mix optimizationCreative concept development Social media monitoringMedia auditsMedia/advertising optimization Direct mail/marketing campaignse-MAIL marketing Web analytics
  • From her latest blog post – 8 attributes. Study her website:
  • Fair to say that digital and now mobile has changes how and why we do things
  • FIVVR - $5 bucks, $5 bucks, $5 BUCKS Welcome to Fiverr The world's largest marketplacefor services, starting at $5
  • WAIT THERE”S MORE ----- Meeting Notes (13-06-04 12:10) -----Accomplished do it yourself-er. Anyone can be a marketer, a brand developer, an expert.
  • G – Google Analytics -  this is considered the gold standard when it comes to analytics. It lets you track your your unique visitors, see which pages on your site are the most popular and provides you with more metrics than you need. But, trust me, you need this.
  • S - Smore - how did we live without Smore? Design e-flyers quickly and share them everywhere: social media, e-mail, embed them, even post them on Craiglist.
  • P – pocket: Put articles, videos or pretty much anything into Pocket.Save directly from your browser or from apps like Twitter, Flipboard, Pulse and Zite.f it's in Pocket, it's on your phone, tablet or computer. You don't even need an Internet connection.Great for content curation and managing informaiton overload.
  • For those of you that stayed until the bitter end . . .
  • Closing quote from Neil Gaman.
  • If Rena were here, she’s tell you all to EMBRACE THE SUCK
  • For those of you that stayed until the bitter end . . .
  • November 15, 2013 - What's a PR person to do? Lessons from the Bleeding Edge of Digital PR

    1. 1. What’s a PR person to do? Lessons from the bleeding edge November 15 Victoria, BC
    2. 2. I use my head and heart
    3. 3. Digital changes everything
    4. 4. Digital: the marketing game changer
    5. 5. Crowdsource your logo: 99 designs
    6. 6. Do these look similar?
    7. 7. .
    8. 8. Get the right partner(s)
    9. 9. 8 new practices for social media and the PR pro  Policy maker  Internal collaboration generator  Tech tester  Comms organizer  Pre-crisis doctor  Relationship analyzer  Reputation task master  Metrics master 
    10. 10. There are no easy answers
    11. 11. How to succeed  Be proactive. Don’t wait to be asked.  Start with good communication on the inside.  Test technology – always  Listen to be heard and to be relevant  You are always on  Build relationships by giving  Live the brand. Be the brand.  Be accountable. 
    12. 12. Sites/apps to explore        
    13. 13. Questions? @chicken_scratch