IS TRADITIONAL PR DEAD?
BLENDINGTRADITIONALANDDIGITALTODRIVEBRAND
VISIBILITYANDCLIENTBUSINESSOBJECTIVES
NameofDeceased
PUB...
@robinlybarger @michaeljbarber#WPINAR2013 2
DISCLAIMERS
1. It’s freezing. You’re hungry. We will be quick.
3. All knowledg...
@robinlybarger @michaeljbarber#WPINAR2013 3
HELLO
ROBIN LYBARGER
VICE PRESIDENT
PR + SOCIAL MEDIA
• Leads team of 7 PR
str...
#WPINAR2013 / @COHNMARKETING 4
OUR TEAM
#WPINAR2013 / @COHNMARKETING 5
TODAY’S PLAN
1. The current perception & reality of PR
2. Understand shifting patterns in j...
6
THE LANDSCAPE
#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 7
#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 8
#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 9
#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 10
#WPINAR2013 / @COHNMARKETING 11
THE PERCEPTION
INDUSTRY
NARRATIVES
#WPINAR2013 / @COHNMARKETING 12
THE PERCEPTION
PUBLIC
NARRATIVES
#WPINAR2013 / @COHNMARKETING 13
THE PERCEPTION
NEW DIRECTIONS
SOURCE: THE NEW YORK TIMES
#WPINAR2013 / @COHNMARKETING 14
THE DEATH OF THE
FUNNEL
SOURCE: GOOGLE
#WPINAR2013 / @COHNMARKETING 15
THE STIMULUS HAS TO
BE GOOD
SOURCE: FAST COMPANY
“This year, the average
consumer will see...
#WPINAR2013 / @COHNMARKETING 16
MEDIA CONVERGENCE
SOURCE: ALTIMETER GROUP
#WPINAR2013 / @COHNMARKETING 17
THE PERCEPTION
CONVERGED MEDIA
#WPINAR2013 / @COHNMARKETING 18
THE PERCEPTION
CONVERGED MEDIA
PLATFORMS BECOME
THE NEWS
#WPINAR2013 / @COHNMARKETING 19
GOOGLE’S HUMMINGBIRD
CHANGES THE GAME
The rise of the [not provided]
Values conversational...
#WPINAR2013 / @COHNMARKETING 20
UBIQUITOUSLY CONNECTED
50 billion connected devices
connected by 2020
21
THE IMPACT ON
NEWS &
CONSUMPTION
#WPINAR2013 / @COHNMARKETING 22
JOURNALISM
EVOLVES
1. 24% reduction over the past 10 years
2. 46% of U.S. public gets news...
#WPINAR2013 / @COHNMARKETING 23
LOCAL VS
NATIONAL NEWS
#WPINAR2013 / @COHNMARKETING 24
QUANTITY VS QUALITY
NEWS
#WPINAR2013 / @COHNMARKETING 25
PAID CONTENT
ACCELERATES
Paid content syndication
Paid content integration
Paid content co...
#WPINAR2013 / @COHNMARKETING 26
CONSUMPTION SHIFTS SOURCE: HTTP://WWW.SLIDESHARE.NET/
MARISAGALLAGHER1/THIS-IS-CNN-NEXT
#WPINAR2013 / @COHNMARKETING 27
SOCIAL IMPACT ON NEWSN NE
#WPINAR2013 / @COHNMARKETING 28
SOCIAL IMPACT ON NEWSN NE
29
LEVERAGING THE
TRENDS FOR
OUR TEAM &
CLIENTS
#WPINAR2013 / @COHNMARKETING 30
THE REALITY
PRACTITIONERS TO
STORYTELLERS
Moving away from more traditional PR elements (p...
#WPINAR2013 / @COHNMARKETING 31
THE REALITY
MODERN
STORYTELLING
REQUIRES MORE
“Liquid and linked”
Platform and device agno...
#WPINAR2013 / @COHNMARKETING 32
SHARED CONTENT
WORKS ACROSS THE
AGENCY
PR
Messaging strategy
Thought leadership
Media rela...
#WPINAR2013 / @COHNMARKETING 33
VALUTEXT
80 million social & news mentions
WSJ, NY Times, Mashable, Forbes & more
5,000 op...
#WPINAR2013 / @COHNMARKETING 34
CHARTER SCHOOL
CAPITAL
50% response rate to webinars
Established executives as thought lea...
35
NEED A
PARTNER?
#WPINAR2013 / @COHNMARKETING 36#WPINAR2013 / @COHNMARKETING
THE MUST HAVES FOR A PR
PARTNER
1. Trustworthy
2. Solution cen...
QUESTIONS?
CONNECT WITH COHN
ROBIN LYBARGER
MICHAEL BARBER
2881 N. SPEER BLVD.
DENVER, CO 80211
WWW.COHNMARKETING.COM
@COHNMARKETING
...
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Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

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Michael Barber and Robin Lybarger of COHN explore the changing landscape and trends within traditional public relations, the impact of social and new technology on journalism and media consumption, and how these trends can be leveraged to better integrate public relations and digital marketing teams to deliver results for clients.

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Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

  1. 1. IS TRADITIONAL PR DEAD? BLENDINGTRADITIONALANDDIGITALTODRIVEBRAND VISIBILITYANDCLIENTBUSINESSOBJECTIVES NameofDeceased PUBLICRELATIONS CauseofDeath GOOGLE PlaceofDeath THEINTERNET Dateofdeath AUGUST2013 NAR Meeting | October 9, 2013
  2. 2. @robinlybarger @michaeljbarber#WPINAR2013 2 DISCLAIMERS 1. It’s freezing. You’re hungry. We will be quick. 3. All knowledge, no pitch. We promise. 4. Like all agency owners and partners, we recognize the scope and pace of technological and societal changes are causing marketing to undergo almost constant reinvention. That being said, everything we say could or couldn’t apply by tomorrow. But, at least we have this friendly disclaimer that told you so ;). 5. Let’s have a conversation. Interrupt or raise your hand. Don’t worry, we are super friendly. 6. Use the hashtag, but please take a good photo #kthanksbye
  3. 3. @robinlybarger @michaeljbarber#WPINAR2013 3 HELLO ROBIN LYBARGER VICE PRESIDENT PR + SOCIAL MEDIA • Leads team of 7 PR strategists and coordinators • Mountain runner • 3 awesome kids MICHAEL BARBER DIRECTOR OF DIGITAL STRATEGY • Leads a blended team of strategists, producers, and devs • Donut aficionado & plane nerd • Two dogs & a wife
  4. 4. #WPINAR2013 / @COHNMARKETING 4 OUR TEAM
  5. 5. #WPINAR2013 / @COHNMARKETING 5 TODAY’S PLAN 1. The current perception & reality of PR 2. Understand shifting patterns in journalism and consumption 3.Leveraging these shifts to reach and engage targets 4.Integrating PR and digital teams towards shared goals 5.Choosing the right partner
  6. 6. 6 THE LANDSCAPE
  7. 7. #WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 7
  8. 8. #WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 8
  9. 9. #WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 9
  10. 10. #WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 10
  11. 11. #WPINAR2013 / @COHNMARKETING 11 THE PERCEPTION INDUSTRY NARRATIVES
  12. 12. #WPINAR2013 / @COHNMARKETING 12 THE PERCEPTION PUBLIC NARRATIVES
  13. 13. #WPINAR2013 / @COHNMARKETING 13 THE PERCEPTION NEW DIRECTIONS SOURCE: THE NEW YORK TIMES
  14. 14. #WPINAR2013 / @COHNMARKETING 14 THE DEATH OF THE FUNNEL SOURCE: GOOGLE
  15. 15. #WPINAR2013 / @COHNMARKETING 15 THE STIMULUS HAS TO BE GOOD SOURCE: FAST COMPANY “This year, the average consumer will see or hear 1 million marketing messages - that’s almost 3,000 per day.”
  16. 16. #WPINAR2013 / @COHNMARKETING 16 MEDIA CONVERGENCE SOURCE: ALTIMETER GROUP
  17. 17. #WPINAR2013 / @COHNMARKETING 17 THE PERCEPTION CONVERGED MEDIA
  18. 18. #WPINAR2013 / @COHNMARKETING 18 THE PERCEPTION CONVERGED MEDIA PLATFORMS BECOME THE NEWS
  19. 19. #WPINAR2013 / @COHNMARKETING 19 GOOGLE’S HUMMINGBIRD CHANGES THE GAME The rise of the [not provided] Values conversational search over keywords Optimized for the mobile
  20. 20. #WPINAR2013 / @COHNMARKETING 20 UBIQUITOUSLY CONNECTED 50 billion connected devices connected by 2020
  21. 21. 21 THE IMPACT ON NEWS & CONSUMPTION
  22. 22. #WPINAR2013 / @COHNMARKETING 22 JOURNALISM EVOLVES 1. 24% reduction over the past 10 years 2. 46% of U.S. public gets news online 3. Increase in credibility of online information 4. Decrease in confidence of traditional media every year 5. 1980: one PR person for every journalist 6. 2013: three PR pros for every journalist 7. Social sources become the norm
  23. 23. #WPINAR2013 / @COHNMARKETING 23 LOCAL VS NATIONAL NEWS
  24. 24. #WPINAR2013 / @COHNMARKETING 24 QUANTITY VS QUALITY NEWS
  25. 25. #WPINAR2013 / @COHNMARKETING 25 PAID CONTENT ACCELERATES Paid content syndication Paid content integration Paid content co-creation
  26. 26. #WPINAR2013 / @COHNMARKETING 26 CONSUMPTION SHIFTS SOURCE: HTTP://WWW.SLIDESHARE.NET/ MARISAGALLAGHER1/THIS-IS-CNN-NEXT
  27. 27. #WPINAR2013 / @COHNMARKETING 27 SOCIAL IMPACT ON NEWSN NE
  28. 28. #WPINAR2013 / @COHNMARKETING 28 SOCIAL IMPACT ON NEWSN NE
  29. 29. 29 LEVERAGING THE TRENDS FOR OUR TEAM & CLIENTS
  30. 30. #WPINAR2013 / @COHNMARKETING 30 THE REALITY PRACTITIONERS TO STORYTELLERS Moving away from more traditional PR elements (press releases) to integrated storytellers Storytelling requires integration & skill beyond our traditional PR practitioners’ knowledge.
  31. 31. #WPINAR2013 / @COHNMARKETING 31 THE REALITY MODERN STORYTELLING REQUIRES MORE “Liquid and linked” Platform and device agnostic Customer-centric Targeted “Help, over hype”
  32. 32. #WPINAR2013 / @COHNMARKETING 32 SHARED CONTENT WORKS ACROSS THE AGENCY PR Messaging strategy Thought leadership Media relations Social content Newsletters Annual reports White papers Events Video Images Audio Digital Content strategy Web (agnostic) SMS App Email Digital media Social tech Webinars
  33. 33. #WPINAR2013 / @COHNMARKETING 33 VALUTEXT 80 million social & news mentions WSJ, NY Times, Mashable, Forbes & more 5,000 opt-in consumers within 30 days Rolled out to Latin America Sold May 2013
  34. 34. #WPINAR2013 / @COHNMARKETING 34 CHARTER SCHOOL CAPITAL 50% response rate to webinars Established executives as thought leaders $5 million in attributable revenue
  35. 35. 35 NEED A PARTNER?
  36. 36. #WPINAR2013 / @COHNMARKETING 36#WPINAR2013 / @COHNMARKETING THE MUST HAVES FOR A PR PARTNER 1. Trustworthy 2. Solution centric vs. skill set centric 3. High get-it factor combined with common sense 4. Creative and personable 5. Strong writing skills 6. Understands how PR integrates across channels
  37. 37. QUESTIONS?
  38. 38. CONNECT WITH COHN ROBIN LYBARGER MICHAEL BARBER 2881 N. SPEER BLVD. DENVER, CO 80211 WWW.COHNMARKETING.COM @COHNMARKETING FACEBOOK.COM/COHNMARKETING THANK YOU.

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