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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 t...
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 ...
In real terms... Source
CSR PR & Journalism Digital PR is... Social Media Paid Media Crisis Management Content Marketing Reviews Email Marketing I...
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...
In Summary...
Key points ● Digital PR has arrived ● It will continue to evolve... ● Integral to efficient & effective comms ● Content is...
The future is digital.
Thank you! Shannon.mcguirk@aira.net @shannonmcguirk_
The Evolution of PR in the Digital Age
The Evolution of PR in the Digital Age
The Evolution of PR in the Digital Age
The Evolution of PR in the Digital Age
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Marketing
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Sep. 20, 2016

The Evolution of PR in the Digital Age

More than a decade ago, there were no such thing as 'traditional' or 'digital' PR agencies, there were only PR agencies. Now, the landscape is very different; some agencies have embraced the opportunities that digital can offer and others are being left behind.

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The Evolution of PR in the Digital Age

  1. 1. The Evolution of PR in the Digital Age Shannon McGuirk
  2. 2. @shannonmcguirk_ #MKGO
  3. 3. Let’s go back in time…
  4. 4. I looked like this...
  5. 5. ...And PR looked like this PR looked like this...
  6. 6. Since then, A LOT has happened.
  7. 7. The Evolution of Digital PR
  8. 8. 1995
  9. 9. 1996
  10. 10. 1997
  11. 11. 1999
  12. 12. 2001
  13. 13. 2003
  14. 14. 2004
  15. 15. 2005
  16. 16. 2006
  17. 17. 2006
  18. 18. 2007
  19. 19. 2009 #PRREQUEST
  20. 20. 2010
  21. 21. 2011
  22. 22. 2011
  23. 23. 2012
  24. 24. 2013 An industry worth $12.5billion.
  25. 25. 2014
  26. 26. 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.
  27. 27. 2016
  28. 28. We’re moving forward.
  29. 29. Digital PR has arrived.
  30. 30. What is Digital PR?
  31. 31. “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
  32. 32. In real terms... Source
  33. 33. CSR PR & Journalism Digital PR is... Social Media Paid Media Crisis Management Content Marketing Reviews Email Marketing Influencer Relations UX/ Web Content
  34. 34. Digital PR =
  35. 35. Brand awareness
  36. 36. Higher rankings through links
  37. 37. Opinion change
  38. 38. Behaviour change
  39. 39. Behaviour changeSales
  40. 40. What unites these?
  41. 41. And...
  42. 42. What was integral to every step on the timeline?
  43. 43. CONTENT
  44. 44. Content used in Digital PR
  45. 45. Content comes in all shapes and sizes.
  46. 46. Infographics.
  47. 47. Interactives.
  48. 48. Interviews.
  49. 49. By-lined articles.
  50. 50. Comments.
  51. 51. Animations.
  52. 52. Great content can get links. (but they’re not promised!)
  53. 53. Great content can get links (but they’re not promised!)
  54. 54. National Proposal Day
  55. 55. Results
  56. 56. Great content can get links (but they’re not promised!) This was a pain to build
  57. 57. But it meant we had the skeleton to build this...
  58. 58. So off we went to digital PR the life out of it...
  59. 59. Results
  60. 60. We can even populate the template again in the future.
  61. 61. So, what? (I know you’re thinking it)
  62. 62. Content really is king.
  63. 63. Make your content work harder.
  64. 64. Make your content sustainable.
  65. 65. Make your content newsworthy.
  66. 66. Big brands are creating great content too.
  67. 67. Big brands are creating great content too. Results
  68. 68. Results
  69. 69. Why did these pieces work so well?
  70. 70. They resonate with the audience.
  71. 71. Digital PR Challenges
  72. 72. #1 Nothing in life comes for free
  73. 73. But, some links do.
  74. 74. Build great content* *I’ll let Hannah & Mark explain how...
  75. 75. #2 Influencer relations
  76. 76. Get to know your target media. REALLY WELL.
  77. 77. Friendly stalking is a good thing.
  78. 78. Personalise your outreach.
  79. 79. #3 A lack of resource
  80. 80. 56% of communications professionals are expected to produce more content with less budget in 2016.
  81. 81. Exhaust all angles.
  82. 82. Roundtable Animation / videos A Survey =Infographic Advertorial Reactive newsjacking Email campaign content Media outreach Social media posts Broadcast days Media meetings
  83. 83. In Summary...
  84. 84. Key points ● Digital PR has arrived ● It will continue to evolve... ● Integral to efficient & effective comms ● Content is king ● Rise to the challenge
  85. 85. The future is digital.
  86. 86. Thank you! Shannon.mcguirk@aira.net @shannonmcguirk_

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