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More Than Just a
Workstream: Changing the
Perception of PR
2015 PRSA International Conference
Atlanta, GA
2
3
4
5
“2015 in Cannes showcases a dramatic elevation of force in
the power of PR in creativity in the world today.”
- Lynne An...
6
“The definition of PR for the purpose of Cannes Lions is the creative
use of reputation management by the building and p...
7
“Public relations is a strategic communication process that
builds mutually beneficial relationships between organizatio...
8
“It’s been an unprecedented
year in the history of the PR
Lions. Over half of the winners
came from PR agencies.”
- Lynn...
2015 Cannes PR Lions – Grand Prix and Gold
9
Campaign Agency
Always #LikeAGirl MSLGroup and Leo
Burnett Toronto
Great Chin...
2015 Cannes PR Lions – Grand Prix and Gold
10
Campaign Agency
Always #LikeAGirl MSLGroup and Leo
Burnett Toronto
Great Chi...
11
12
Are we getting beat in our own
category or are we becoming
creative agencies too?
The things that make great brand marketing today
are what good PR should be about
 Original
 Creative
 Authentic
 News...
14
68% of consumers said
they would buy a more authentic
brand over its competitors.
Cohn & Wolfe, Authentic Brands Study,...
15
“The whole idea of PR versus marketing is crap. You are
all connected.”
16
- Kieran Donahue, VP of Marketing,
Americas at ...
17
• “We never get the budgets we need”
• “They just don’t ‘get’ PR”
• “We’re always brought in at the last
minute”
• “You...
18
Great Opportunity
19
“The PR business is in need of disruptive change and
none of this generation are even willing to try.”
- Rick Rice…in 2...
20
Swim lanes are easy
21
But they don’t reflect reality
22
"What has to change is the
concept that we each need
our own place at the table.“
- Harris Diamond, CEO
McCann Worldwid...
23
Stop waiting for the invitation
We’re not very good guests anyway
• We bury our ideas in 67 slide decks
• We use a LOT of words
• We present like we’re be...
25
We have to rely on our ideas…not our
titles, org charts, bosses, or best practices
26
"If you rely on someone else's mandate
that you must be a part of their team, you
will quickly become their adversary. ...
27
“If I can change, and you can
change, everybody can change”
28
OK, that’s all well and good,
but how do I get started?
Be more than a workstream
1. Get inspired
2. Learn their language
3. Think critically
4. Own the big idea
5. Sell in the b...
1. Get inspired
30
31
2. Learn their language
32
3. Think critically
Image courtesy of Wikimedia Foundation
4. Own the big idea
33
Where we’re used to playing Where we can be playing
Sell in the big idea
34
Smart and logicalInspiring and exciting
35
The best marketing isn’t an interruptive commercial urging you
to buy, buy, buy. It’s a story that makes you think, fro...
36
37
PR is what makes great brand marketing today…
38
…so why aren’t we the ones leading the charge?
Thank you
39
Steve Radick
• VP, Director of Public Relations and
Content Integration
• www.steveradick.com
• www.twitter.c...
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PRSA International Conference - More Than Just a Workstream: Changing the Perception of PR

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My presentation from the 2015 PRSA International Conference in Atlanta. #PRSAICON

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PRSA International Conference - More Than Just a Workstream: Changing the Perception of PR

  1. 1. More Than Just a Workstream: Changing the Perception of PR 2015 PRSA International Conference Atlanta, GA
  2. 2. 2
  3. 3. 3
  4. 4. 4
  5. 5. 5 “2015 in Cannes showcases a dramatic elevation of force in the power of PR in creativity in the world today.” - Lynne Anne Davis, President Asia Pacific, FleishmanHillard and Chair of Judges for the PR Lions
  6. 6. 6 “The definition of PR for the purpose of Cannes Lions is the creative use of reputation management by the building and preservation of trust and understanding between individuals, businesses or organizations and their publics/audiences.”
  7. 7. 7 “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
  8. 8. 8 “It’s been an unprecedented year in the history of the PR Lions. Over half of the winners came from PR agencies.” - Lynne Anne Davis President Asia Pacific, FleishmanHillard and Chair of Judges for the PR Lions
  9. 9. 2015 Cannes PR Lions – Grand Prix and Gold 9 Campaign Agency Always #LikeAGirl MSLGroup and Leo Burnett Toronto Great Chinese Names for Great Britain (winner of two) Ogilvy PR Beijing Clever Buoy Fuel Communications The RGB News Geometry Global True Wetsuits TBWA/HakuHodo The Lucky Iron Fish Project Geometry Global The Gun Shop Grey New York Interception Grey New York Campaign Agency 70 Guardians of Winter Proximity Barcelona Groceries Not Guns Grey Canada Ashes McCann Madrid Nazis Against Nazis GGH Lowe Proud Whopper David The Ice Bucket Challenge The ALS Association #TechnologyandStuff FleismanHillard Photoshop Murder Mystery Edelman
  10. 10. 2015 Cannes PR Lions – Grand Prix and Gold 10 Campaign Agency Always #LikeAGirl MSLGroup and Leo Burnett Toronto Great Chinese Names for Great Britain (winner of two) Ogilvy PR Beijing Clever Buoy Fuel Communications The RGB News Geometry Global True Wetsuits TBWA/HakuHodo The Lucky Iron Fish Project Geometry Global The Gun Shop Grey New York Interception Grey New York Campaign Agency 70 Guardians of Winter Proximity Barcelona Groceries Not Guns Grey Canada Ashes McCann Madrid Nazis Against Nazis GGH Lowe Proud Whopper David The Ice Bucket Challenge The ALS Association #TechnologyandStuff FleishmanHillard Photoshop Murder Mystery Edelman
  11. 11. 11
  12. 12. 12 Are we getting beat in our own category or are we becoming creative agencies too?
  13. 13. The things that make great brand marketing today are what good PR should be about  Original  Creative  Authentic  Newsworthy  Storytelling  Shareable  Cross-channel  Transparent  Engaging  User-focused 13
  14. 14. 14 68% of consumers said they would buy a more authentic brand over its competitors. Cohn & Wolfe, Authentic Brands Study, 2014
  15. 15. 15
  16. 16. “The whole idea of PR versus marketing is crap. You are all connected.” 16 - Kieran Donahue, VP of Marketing, Americas at Hilton Worldwide
  17. 17. 17 • “We never get the budgets we need” • “They just don’t ‘get’ PR” • “We’re always brought in at the last minute” • “You can’t measure PR the same as advertising” • “We don’t have a seat at the table” Image used under Creative Commons license (https://flic.kr/p/DNwXN)
  18. 18. 18 Great Opportunity
  19. 19. 19 “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/
  20. 20. 20 Swim lanes are easy
  21. 21. 21 But they don’t reflect reality
  22. 22. 22 "What has to change is the concept that we each need our own place at the table.“ - Harris Diamond, CEO McCann Worldwide *October 2015 PRWeek/YouGov survey http://www.prweek.com/article/1366952/rip-press-releases-hello- integration-goodbye-pr-welcome-future-industry
  23. 23. 23 Stop waiting for the invitation
  24. 24. We’re not very good guests anyway • We bury our ideas in 67 slide decks • We use a LOT of words • We present like we’re being graded • We think of big PR ideas • We rely on best practices 24
  25. 25. 25 We have to rely on our ideas…not our titles, org charts, bosses, or best practices
  26. 26. 26 "If you rely on someone else's mandate that you must be a part of their team, you will quickly become their adversary. You should instead demonstrate your value to that team so obvious that they are compelled to include you or they risk losing credibility with the rest of the team.”
  27. 27. 27 “If I can change, and you can change, everybody can change”
  28. 28. 28 OK, that’s all well and good, but how do I get started?
  29. 29. Be more than a workstream 1. Get inspired 2. Learn their language 3. Think critically 4. Own the big idea 5. Sell in the big idea 29 Paid Earned Social Owned
  30. 30. 1. Get inspired 30
  31. 31. 31 2. Learn their language
  32. 32. 32 3. Think critically Image courtesy of Wikimedia Foundation
  33. 33. 4. Own the big idea 33 Where we’re used to playing Where we can be playing
  34. 34. Sell in the big idea 34 Smart and logicalInspiring and exciting
  35. 35. 35 The best marketing isn’t an interruptive commercial urging you to buy, buy, buy. It’s a story that makes you think, from a brand that cares.
  36. 36. 36
  37. 37. 37 PR is what makes great brand marketing today…
  38. 38. 38 …so why aren’t we the ones leading the charge?
  39. 39. Thank you 39 Steve Radick • VP, Director of Public Relations and Content Integration • www.steveradick.com • www.twitter.com/sradick • www.brunnerworks.com

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