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What Does Integrated Marketing Mean to 
Today’s (and Tomorrow’s) PR Professional? 
PRSA Professional Development Day 
Octo...
2 
“There is a gap between an old world of public relations 
and a new one that must be addressed because jobs that 
were ...
3 
The integrated marketing 
structure* 
(*not realistic) 
Points of Impact 
Digital 
Marketing 
CRM 
Engagement 
Planning...
4 
The actual integrated 
marketing structure 
Brand 
Digital 
Marketing 
CRM 
Social Media 
Media/ 
Search 
Analytics 
Pu...
5 
How integrated marketing really 
works
6 
The promise of integration is 
rarely fulfilled
7 
Swim Lanes Are Easy
8 
Even if they don’t really reflect reality
9 
Integration is Hard
10 
“68% of the respondents put integrated marketing 
communications ahead of “effective advertising,” when they 
were ask...
“All forms of media are converging and we will 
need to continue leveraging paid to amplify our 
owned, earned and social ...
12 
Great Opportunity
13 
• “We never get the budgets that we 
need” 
• “They just don’t ‘get’ PR” 
• “We always get brought in at the last 
min...
14 
“The PR business is in need of disruptive change and none 
of this generation are even willing to try.” 
- Rick Rice…i...
15 
PR can (and should be) the multi-channel 
quarterback
16 
You understand the news agenda
17 
You understand the average person’s complaints about 
marketing and advertising
18 
You should be the one advocating for more doing and 
less shouting
19 
You should be the one asking the tough questions
20 
You should be the one calling bullshit on the marketing 
techniques we all hate
21 
You, maybe more than anyone else in the organization, 
are best equipped to be the public’s liaison
22 
OK, that’s all well and good, but 
how do I get started?
You have to be the change 
23 
1. Find out what your brand’s business goals and objectives are 
(hint: “sell more stuff” i...
24 
What’s the business objective?
25 
Know your role 
Channel Role 
TV Drive mass awareness 
Radio Geo-targeted, specific CTAs 
Digital Reinforce messaging ...
Take the journey 
26
27 
Get a mentor You 
Digital 
Marketing 
CRM 
Social Media 
Media/ 
Search 
Analytics 
Public 
Relations 
Promotion/ 
Pac...
28 
Extend your professional 
development
How did you 
extend the reach 
of another piece 
of the marketing 
pie? 
How did your 
efforts impact 
the brand’s 
reputa...
30 
In a world of integrated marketing, big data and marketing 
automation, PR has to be the one to advocate for the custo...
31 
PR has the opportunity to save marketing from itself.
Thank you 
32 
Steve Radick 
• VP, Director of Public Relations at Brunner 
• www.steveradick.com 
• www.twitter.com/sradi...
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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?

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

  1. 1. What Does Integrated Marketing Mean to Today’s (and Tomorrow’s) PR Professional? PRSA Professional Development Day October 28, 2014 1
  2. 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. 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. 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. 5 How integrated marketing really works
  6. 6. 6 The promise of integration is rarely fulfilled
  7. 7. 7 Swim Lanes Are Easy
  8. 8. 8 Even if they don’t really reflect reality
  9. 9. 9 Integration is Hard
  10. 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. 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
  12. 12. 12 Great Opportunity
  13. 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. 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. 15 PR can (and should be) the multi-channel quarterback
  16. 16. 16 You understand the news agenda
  17. 17. 17 You understand the average person’s complaints about marketing and advertising
  18. 18. 18 You should be the one advocating for more doing and less shouting
  19. 19. 19 You should be the one asking the tough questions
  20. 20. 20 You should be the one calling bullshit on the marketing techniques we all hate
  21. 21. 21 You, maybe more than anyone else in the organization, are best equipped to be the public’s liaison
  22. 22. 22 OK, that’s all well and good, but how do I get started?
  23. 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. 24 What’s the business objective?
  25. 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
  26. 26. Take the journey 26
  27. 27. 27 Get a mentor You Digital Marketing CRM Social Media Media/ Search Analytics Public Relations Promotion/ Packaging Advertising
  28. 28. 28 Extend your professional development
  29. 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. 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. 31 PR has the opportunity to save marketing from itself.
  32. 32. Thank you 32 Steve Radick • VP, Director of Public Relations at Brunner • www.steveradick.com • www.twitter.com/sradick • www.brunnerworks.com

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