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The Evolution of PR in the Digital Age
Shannon McGuirk
@shannonmcguirk_
#MKGO
Let’s go back in time…
I looked like this...
...And PR looked like this
PR looked like this...
Since then, A LOT has
happened.
The Evolution of Digital PR
1995
1996
1997
1999
2001
2003
2004
2005
2006
2006
2007
2009
#PRREQUEST
2010
2011
2011
2012
2013
An industry worth $12.5billion.
2014
2015
“Brands are continuing to evolve in their handling of
digital communications, with more expectation being
heaped on their PR agencies.”
Danny Whatmough, Head of Social at Weber Shandwick, and Chairman of the PRCA Digital Group.
2016
We’re moving forward.
Digital PR has arrived.
What is Digital PR?
“Digital PR is a tactic used by brands to
increase their online presence, through
building relationships with key content
writers and online journalists to gain 'press
hits', or citations, and most importantly high
quality backlinks.”
Source
In real terms...
Source
CSR
PR &
Journalism
Digital PR is...
Social
Media
Paid
Media
Crisis
Management
Content
Marketing
Reviews
Email
Marketing
Influencer
Relations
UX/ Web
Content
Digital PR =
Brand awareness
Higher rankings through links
Opinion change
Behaviour change
Behaviour changeSales
What unites these?
And...
What was integral to every
step on the timeline?
CONTENT
Content used in
Digital PR
Content comes in all shapes
and sizes.
Infographics.
Interactives.
Interviews.
By-lined articles.
Comments.
Animations.
Great content can get links.
(but they’re not promised!)
Great content can get links
(but they’re not promised!)
National Proposal Day
Results
Great content can get links
(but they’re not promised!)
This was a pain to build
But it meant we had the
skeleton to build this...
So off we went to digital PR the
life out of it...
Results
We can even populate the
template again in the future.
So, what?
(I know you’re thinking it)
Content really is
king.
Make your content work
harder.
Make your content
sustainable.
Make your content newsworthy.
Big brands are creating great
content too.
Big brands are creating great
content too.
Results
Results
Why did these pieces work so
well?
They resonate with the
audience.
Digital PR Challenges
#1 Nothing in life comes
for free
But, some links do.
Build great content*
*I’ll let Hannah & Mark explain how...
#2 Influencer relations
Get to know your target media.
REALLY WELL.
Friendly stalking is
a good thing.
Personalise your outreach.
#3 A lack of resource
56% of communications professionals are
expected to produce more content with
less budget in 2016.
Exhaust all angles.
Roundtable
Animation
/ videos
A Survey =Infographic
Advertorial
Reactive
newsjacking
Email
campaign
content
Media
outreach
Social
media
posts
Broadcast
days
Media
meetings
In Summary...
Key points
● Digital PR has arrived
● It will continue to evolve...
● Integral to efficient & effective comms
● Content is king
● Rise to the challenge
The future is digital.
Thank you!
Shannon.mcguirk@aira.net
@shannonmcguirk_

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The Evolution of PR in the Digital Age