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What Does Integrated Marketing Mean to Today’s (and Tomorrow’s) PR Professional?

What Does Integrated Marketing Mean to Today’s (and Tomorrow’s) PR Professional?

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What Does Integrated Marketing Mean to 
Today’s (and Tomorrow’s) PR Professional? 
PRSA Professional Development Day 
October 28, 2014 
1
2 
“There is a gap between an old world of public relations 
and a new one that must be addressed because jobs that 
were more about media relations are now taking on a role of 
content creation and content marketing, which is more 
difficult to do.” 
- Christopher Graves, Global Chairman of Ogilvy PR 
http://www.nytimes.com/2014/10/22/business/media/pr-groups-soul-searching-leads-to-shifts-in-strategy-.html?src=recg
3 
The integrated marketing 
structure* 
(*not realistic) 
Points of Impact 
Digital 
Marketing 
CRM 
Engagement 
Planning 
Media/ 
Search 
Analytics 
Public 
Relations/ 
Social 
Promotion/ 
Packaging 
Advertising 
*Source: Cramer-Krasselt
4 
The actual integrated 
marketing structure 
Brand 
Digital 
Marketing 
CRM 
Social Media 
Media/ 
Search 
Analytics 
Public 
Relations 
Promotion/ 
Packaging 
Advertising 
*Source: Cramer-Krasselt
5 
How integrated marketing really 
works
6 
The promise of integration is 
rarely fulfilled

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What Does Integrated Marketing Mean to Today’s (and Tomorrow’s) PR Professional?

  • 1. What Does Integrated Marketing Mean to Today’s (and Tomorrow’s) PR Professional? PRSA Professional Development Day October 28, 2014 1
  • 2. 2 “There is a gap between an old world of public relations and a new one that must be addressed because jobs that were more about media relations are now taking on a role of content creation and content marketing, which is more difficult to do.” - Christopher Graves, Global Chairman of Ogilvy PR http://www.nytimes.com/2014/10/22/business/media/pr-groups-soul-searching-leads-to-shifts-in-strategy-.html?src=recg
  • 3. 3 The integrated marketing structure* (*not realistic) Points of Impact Digital Marketing CRM Engagement Planning Media/ Search Analytics Public Relations/ Social Promotion/ Packaging Advertising *Source: Cramer-Krasselt
  • 4. 4 The actual integrated marketing structure Brand Digital Marketing CRM Social Media Media/ Search Analytics Public Relations Promotion/ Packaging Advertising *Source: Cramer-Krasselt
  • 5. 5 How integrated marketing really works
  • 6. 6 The promise of integration is rarely fulfilled
  • 7. 7 Swim Lanes Are Easy
  • 8. 8 Even if they don’t really reflect reality
  • 10. 10 “68% of the respondents put integrated marketing communications ahead of “effective advertising,” when they were asked what the most important thing is that they want from an agency. Integration is also among the top reasons that marketers dismiss an agency and look for a new one, and it is a pivotal factor in selecting a particular agency in a pitch.” - Forbes, 2013 Forbes study of 1,850 CMOs conducted in November 2013 (http://www.forbes.com/sites/avidan/2013/12/04/ten-great-agencies-of-2013/)
  • 11. “All forms of media are converging and we will need to continue leveraging paid to amplify our owned, earned and social efforts.” - Kevin King, global practice chair at Edelman Digital “We’re moving into a different space. The vision is to be the most complete communications company in the world. Somebody’s got to be able to put it all together.” - Dave Senay, president and chief executive at FleishmanHillard 11 "More than ever we're seeing a blurring of the lines and clearly the ownership between paid, owned and earned. - Gail Heimann, president at Weber Shandwick “We’re reorganizing around the areas that are important to our clients, areas that are not perceived as strengths in public relations: strategy, creativity, technology, analytics.” - Fred Cook, president and chief executive at Golin
  • 13. 13 • “We never get the budgets that we need” • “They just don’t ‘get’ PR” • “We always get brought in at the last minute” • “You can’t measure PR the same as advertising” • “We don’t have a seat at the table”
  • 14. 14 “The PR business is in need of disruptive change and none of this generation are even willing to try.” - Rick Rice…in 2012 http://rtrviews.com/ http://dannybrown.me/2012/10/18/a-lack-of-real-vision-is-stalling-the-pr-industry/
  • 15. 15 PR can (and should be) the multi-channel quarterback
  • 16. 16 You understand the news agenda
  • 17. 17 You understand the average person’s complaints about marketing and advertising
  • 18. 18 You should be the one advocating for more doing and less shouting
  • 19. 19 You should be the one asking the tough questions
  • 20. 20 You should be the one calling bullshit on the marketing techniques we all hate
  • 21. 21 You, maybe more than anyone else in the organization, are best equipped to be the public’s liaison
  • 22. 22 OK, that’s all well and good, but how do I get started?
  • 23. You have to be the change 23 1. Find out what your brand’s business goals and objectives are (hint: “sell more stuff” isn’t an objective) 2. Learn how you (and PR) fits into those objectives 3. Understand your customer’s entire journey with your brand 4. Identify a mentor NOT in the PR industry 5. Take a class/attend an event/join an org outside of PR 6. Measure the impact of your PR activities without using the words “hits” or “impressions”
  • 24. 24 What’s the business objective?
  • 25. 25 Know your role Channel Role TV Drive mass awareness Radio Geo-targeted, specific CTAs Digital Reinforce messaging Media Relations Seed credibility Social Media Customer Service Website Capture leads Events Demonstrate proof points
  • 27. 27 Get a mentor You Digital Marketing CRM Social Media Media/ Search Analytics Public Relations Promotion/ Packaging Advertising
  • 28. 28 Extend your professional development
  • 29. How did you extend the reach of another piece of the marketing pie? How did your efforts impact the brand’s reputation? How did PR help make you more efficient? What kind of web traffic did the media coverage drive? 29 Demonstrate your impact in terms others care about
  • 30. 30 In a world of integrated marketing, big data and marketing automation, PR has to be the one to advocate for the customer. To strive for mutual benefit. To be honest with the client/boss when no one else will. To talk about people – not targets, clicks, and impressions. To insist on slowing down, on using small data, on scaling back.
  • 31. 31 PR has the opportunity to save marketing from itself.
  • 32. Thank you 32 Steve Radick • VP, Director of Public Relations at Brunner • www.steveradick.com • www.twitter.com/sradick • www.brunnerworks.com