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The new pr 2012


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The practice of PR has changed. This slideshow offers a view of the basics that every PR consultant should offer clients for 2012.

Probably the most exciting part of the presentation is the list of URL's at the end... Nice way to be very motivated.

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The new pr 2012

  1. 1. David Phillips<br />New Realities<br />
  2. 2. Our Aim<br />Understand what is happening to the media and marketing<br />Create a capability for all client teams to bid for a minimum 25% fee uplift.<br />Develop capability to get paid for research, advice and proposals<br />Look for value added from every form of communication<br />
  3. 3. In principle<br />More of the same<br />We have to show that PR worked, <br />Was value for money, <br />Not AVE’s, <br />Use studies to show behaviour change<br />Compelling reason to swap budgets<br />Show an offering better than advertising, Dr Mail, Exhibitions, Print etc.<br />Demonstrate capability<br />Show outcome uplift<br />
  4. 4. More of the same<br />Quick audit to show effects<br />Use our on/offline audit template<br />Train in use<br />Access studies that show how effective PR was<br />Use our own evaluation<br />Show value for money/ROI<br />
  5. 5. Compelling reason to find more PR budget<br />Old Marketing ‘don’t work anymore’<br />We have books & papers about using multiple media<br />Media Clarity (fun focus groups)<br />Opportunity and threat<br />First mover advantage – and be seen at top of game<br />Left behind with the losers<br />
  6. 6. Fun things clients can do with PR<br />Platforms<br />Laptops, iPads, Smart Phones, Kindle, Kinect, Flat screen, Touch screen, Near Field.<br />Channels<br />Now have to strategically hook-up press, Twitter, Facebook, YouTube plus, tactically, others<br />
  7. 7. Did Your PR work?<br /><ul><li>Using the same model as the Bank of England:</li></ul>Do you measure real consumer behaviour:<br /><br /><br />
  8. 8. Did the client get the buzz?<br /><br /><br />
  9. 9. Online Visibility?<br />
  10. 10. Value for Money/ROI<br />
  11. 11. The new marketing<br />The importance of developing an effective e-marketing strategy is indicated by Michael Porter (2001) who has said:<br />‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.’<br />An e-marketing strategy is needed to provide consistent direction for an organisation’s e-marketing activities that integrates with its other marketing activities and supports the overall objectives of the business.<br />Dave Chaffey <br />The internet and its related e-technologies have to a large extent upset the asymmetry of information that for so many years worked in favour of brand managers. Consumers are now empowered to interact with brands and other consumers but also to create their own content on user generated content sites leading to a more participative approach to branding. Internet brands adopt a more relaxed stance on brand management, which involves the consumer in fundamental stages of the brand building process. In this context, the brand manager is no longer a `guardian' of the brand but becomes more of a brand `host'. The question is to what extent can traditional companies follow suit? Are they comfortable to cede control to consumers? Do we need a new theory of branding in an e-space?<br />George Christodoulides<br />Marketing Theory, March 2009; vol. 9, 1: pp. 141-144<br />
  12. 12. Traditional media is changing<br />Sundays’ in Trouble<br /> May 2007 the total circulation of Sunday newspapers was 12.5m; by May this year it had fallen 22% to 9.7m, according to the Audit Bureau of Circulations.<br />Celeb Pubs knocked<br />Second half of last year the average net circulation for Hello! was 527,000 per issue and that for OK! 487,000 from previous levels as high as 800,000 and 600,000 respectively.<br />Newspapers loosing Readers<br />Fraser Nelson the editor of The Spectator (and ex-political columnist for the News of the World) wrote about how British newspapers are hemorrhaging readers and influence.<br />Consumer MagsContinue Decline<br />2010 UK market for print consumer magazines was still in decline overall. Overall, the UK's top 100 purchased magazine titles had an average per-issue total circulation of 28,844,482 - which was a 4.1 per cent decline year on year. <br />Magazine Format Gets Finger<br />The magazine format has its own problems among consumers. While digital downloads may be down, compared to the print equivalent they “roughly correlate their performance on the newsstand.” Based on the numbers, the decline may not be a lack of interest in the iPad as a digital print platform but rather a general disinterest in magazines.<br />Guardian reports B2B mags in trouble<br />Ben Dowell at the Guardian reports that there were 4,733 UK B2B titles being published in October 2010, compared to 5,108 five years earlier.<br />
  13. 13. The IMRG/Capgemini e-Retail sales index for May revealed that £5.3 billion was spent online during May, a rise of 18 per cent compared to the same time in 2010.“Overall, since January the index has grown 18 per cent year-on-year, which is in line with our forecast for 2011."<br />Marketing is Changing<br />
  14. 14. According Experian Hitwise, over 92 percent of the UK’s internet search was done via Google in June, 2011. It is the best performance by the company in the UK market so far.Read More:<br /><br />
  15. 15. 100 Retailers bit the dust this year.<br />Oddbins, Moben, Dolphin, Focus DIY, Habitat and Jane Norman. Invest or fail.<br />Over 70% of B2B buyers use a search engine at the start of their buying process and 75% B2B prospects click on organic results.<br />Stephen Powers explains in his Forrester paper The Seven C’s of Web Content Management that:<br />Consumers no longer interact with companies through siloed channels. Instead, they expect to visit a company’s traditional website one day, use the email channel the next, and use a mobile application on the third.<br />In the UK, the online and internet sector overtook TV advertising in terms of advertising expenditure for the first time during 2009. As a result, the UK market for online and internet advertising is now worth more than GBP4bn per year.<br />
  16. 16. New platforms New Channels<br />Move from PC to Smart Mobile<br />
  17. 17. New Media Consumption<br />Overall, smartphones are used across a much wider range of situations than tablets, which are reserved largely for use in the home, the data suggests.connected devices - situation usage:- Watching TV: 70% among tablet users / 35% among eReader / 68% among Smartphone users- Lying in bed: 57% / 61% / 51%- With Friends/Family: 44% / 17% / 58%- Waiting for something: 42% / 32% / 59%- In the bathroom: 25% / 17% / 28%- Attending a meeting/class: 24% / 10% / 23%- Shopping/Running Errands: 21% / 9% / 59%- Commuting: 20% / 11% / 47%- Other: 35% / 39% / 50% <br />
  18. 18. New approaches to marketing communications<br />Multi-touch point (10+) marketing (Goog research) <br />Multi media<br />Multi Device<br />Integrated communication<br />Always on networks<br />Responsive<br />Exciting<br />Still based on research...<br />
  19. 19. We can do behavioural change benchmarking targets and evaluation<br />
  20. 20. We can research to find channels<br />
  21. 21. With knowledge of current media<br />
  22. 22. What is Now<br />New Communication<br />Google+<br />Augmented Reality<br />Skype in Facebook<br />Smart phone Apps<br />Virtual exhibitions and environments<br />Kinect & Avatars<br />Smart Phone face recognition<br />RIDFtracking<br />QR & Bar Codes<br />Screen Touch<br />Bump and Near Field<br />Integrates with<br />Traditional Press, Radio & TV<br />Old social media <br />Blogs<br />Twitter<br />Wiki’s<br />Facebook<br />Etc<br />Exhibitions<br />Direct Mail<br />eMail Marketing<br />Events<br />Experiential <br />
  23. 23. Some you can look at in application<br />QR Codes<br /><br /><br /><br />Augmented Reality<br /><br />How Lynnx used it<br /><br />Screen touch techologies<br /> <br /><br /><br />How Nescafe use this technology <br /><br />RFID<br />How it works<br /><br /><br />Applications<br /><br /><br /><br />Kia?<br /><br /><br /><br />Bump/NFC<br /><br /><br /><br /><br />Mobile payments<br /><br /><br />Kinectand avatars<br /><br /><br />
  24. 24. Getting left behind<br />First mover advantage for agencyand Clients<br />Service offering to client teams<br />What is packaged and what is awareness<br />How to be creative<br />How to present to clients<br />There will never be another chance – only me-to.<br />
  25. 25. The big bucks are at Board level<br />We have some big seminars for top people<br />Issues and crisis management <br />Change management in times of transparency<br />Looking for growth in a sluggish economy<br />The New Marketing<br />Is this something youshould be selling too?<br />
  26. 26. Winners and Losers<br />Spin or engagement<br />
  27. 27. Do we now have<br />Better understand what is happening to the media and marketing<br />Basis to create a capability for all client teams to bid for a minimum 25% fee uplift.<br />Ability to develop capability to get paid for research, advice and proposals<br />Opportunity to look for value added from every form of communication<br />
  28. 28. Great!!!!<br />David Phillips<br />July 2011<br />