On October 20th, 2015, the PRSA Tri-State District hosted its annual district conference entitled "Thinking Differently About PR" at NYU's Kimmel Center for University Life. Presenters from McDonalds, KIND, Chipotle, and more spoke about how their teams approach PR and integrated communications. Many thanks to our sponsors Augure, Cooperatize, Critical Mention, GEM Strategic Communications, Muck Rack, and NYU SPS for making the conference possible. For individual slide decks, please contact us at hello@prsatristate.org.

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Thinking Differently About PR
PRSA Tri-State Conference 2015
October 20th, 2015
New York University
PRESENTED BY SPECIAL THANKS
WIFI
Network: nyuguest
Username: guest1
Password: kpoleapf

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PRSA Tri-State Conference 2015
October 20th, 2015
New York University
PRESENTED BY
Joseph P. Truncale, Ph.D.,CAE
CEO, PRSA
How Are PRSA and
Public Relations Succeeding in 2015

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Source: PR Newswire

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Industry Outlook Strong:
Top 10 industries due to sector growth and revenue production
Fastest growth in Southwest, Southeast, Northern California – You
don’t have to live in NY

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Ever-Evolving Role
Then Now
60-second news cycle
Think like a journalist,
publicist, CEO, CMO
Analytics
obsessed/ROI
Act as a lead discipline
24-hr news cycle
Think like a journalist
Measurement
challenges
Seat at the table

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A Lead Discipline

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How to Drive the Business
The explosion of mobile technology has elevated the concept of
contextual relevance in digital marketing; mobile users now expect
businesses to provide contextually relevant online resources that
inform, entertain, or resolve. In short, SoLoMo has shifted power to
the consumers, and they know it.
Heightened Role in the Strategic
Process
• Business acumen – C Suite
• View business through a multidisciplinary lens
• Prove the ROI through data and analytics
Demonstrate Leadership
Competencies
Integrated Marketing Communications
(Paid/Earned/Shared/Owned)

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Integrated Marketing Communications
Contextual relevance - businesses are expected to provide
contextually relevant online resources that inform, entertain, or
resolve
Paid, Earned,
Shared,
Owned
• 70% say companies
work in silos
• Only 30% are using
Integrated Marketing
through cross-
functional teams

10. PRSA
Looking Toward 2020 and Beyond

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By The Numbers…
22,000+ Members in 110 Chapters
11,000+ Students in 347 Chapters
10 Districts, 14 Professional Interest Sections
76 Percent – Female
70 Percent – Under 50
Half are Managers or Directors
73 Percent Worked in PR > 10 Years
Millennials are 32 Percent

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Goals
• Advocacy
• Communities
• Education
• Excellence
• Growth
The plan = flexibility
for delivering
products and
services to deliver
member value

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National Member Research Takeaways
Members want access, advocacy and
networking opportunities
PRSA should prove the value of PR to
those outside the discipline
Most members are satisfied with PRSA
membership and plan to renew
Nearly three-quarters of members would
recommend PRSA to a colleague
Members increasingly view PRSA’s online
resources as valuable
Motivating non-members to join requires
active promotion of PRSA resources

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Excellence Overall
Membership - Satisfaction, Recruitment, Retention
Financial Performance
Ethics
Diversity
International Conference
Awards and Honors
Professional Development
PRSSA

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PRSA: The Leader
Relevancy
Growth
Retention

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Strengthening the APR

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Learning Management System
Online
learning
Self paced
Tutorials
On demand
Podcasts
Simulations
Certificates
Assessmen
ts
Study
guides

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B-R-A-N-D
Website
Marketing & Membership Growth

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Leadership and Governance
• Recent bylaw change from Leadership Assembly –
2014
• National Board Service
• District Service
• Chapter Service

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Communicating Public Relations' Value

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Sections Task Force

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The Work of Many

24. Thank You
Joseph P. Truncale, Ph.D.,CAE
CEO, PRSA

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PRSA’s Print On Demand Portal
PRSA Tri-State Conference 2015
October 20th, 2015
New York University
PRESENTED BY
Jay Starr
PRSA Vice President, Membership

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PRSA’s Print On Demand Portal
Select your PRSA
volunteer category

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Select Your Promotional Campaign
Select your promotion
category.

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Collateral Templates
Select Collaretal

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Post Card Templates
Select the specific postcard you
are looking to customize.

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Post Card Customization
● Enter a job name for future reference (all jobs are archived)
● Select a quantity
● Customize for your chapter
● Click “Update Preview” to proof the customized card

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Upload Mail List

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Order Purchase
● Review your order
● Click “Proceed to Checkout (you will be prompted for a
user name and password).

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7 Clicks to Order

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TCG Legacy
● Located in Garner, North Carolina
● Over 25 years in business
● 70,000 + Square Foot Facility
● Operates 24 hrs/6 days per week
● Annual production of 3.6 million
books/booklets, tens of millions of
variable cards (plastic and paper), 20+
million brochures/promotions, 50 million
boxes/cartons, 10 million hand
fulfillment pieces.
● Process 14+ million pieces for USPS
mailing.

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Digital Store Front
● Digital StoreFront is an award winning web-to-print
solution from EFI that is branded for your company.
Benefits of the Digital StoreFront
● Place orders 24/7 from any location on any device,
e.g., desktop, tablet, mobile devices.
● Create your own library of templates such as post
cards, brochures, folders, etc.
● Select your format/product, customize as required,
obtain a quote, place the order, proof the job, all with
a few clicks, in one intuitive on-line interface.
● Easily accessible order history.

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PRSA’s Print On Demand Portal
Select your PRSA
volunteer category

37. Thank You
Jay Starr
PRSA Vice President, Membership
3
7

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Thinking Differently About PR
PRSA Tri-State Conference 2015
October 20th, 2015
New York University
PRESENTED BY SPECIAL THANKS
WIFI
Network: nyuguest
Username: guest1
Password: kpoleapf

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Proving the Business Value of PR
Victoria Taylor
Director of Digital Community, WeWork
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Agenda
1 Why is this important?
2 How has the landscape changed?
3 Moving forward: what’s next

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Proving the value of PR: why it matters
• Agreeing upon benchmarks
• Without getting key milestones from your client or
organization, achieving the results that define success can
be impossible.
• Value varies in each person’s perception.
• Setting benchmarks early and keeping communication open
can help prevent misunderstandings or frustrations over
time.

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Proving the value of PR: why it matters
• Helping define value
• Because values in one organization may not be shared by
another, helping educate as to shared value metrics can
assist with this process.
• The more clearly you can define the ROI, whether it is brand
mentions on social media or increased revenue, the easier it
is to show the value of your work.

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Areas that challenge
• Events
• While an event is a time-tested and beloved PR strategic
tool, it can be difficult to measure the exact value it
generates.
• Potential ways to assess event value can include social
media impressions, direct media impressions, on-site
installations, post-event media syndication, post-event
affinity measurement.

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Areas that challenge
• Seeding campaign
• In the case of a campaign where product is seeded, it can
be challenging to measure adoption and affinity.
• Potential ways to assess seeding value can include social
media impressions, direct media impressions, larger trend
pieces.

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Attention areas
• Social Media
• While it appears to many that social media is the most
immediately quantifiable aspect of public relations, there are
still instances where its value needs to be shown and
explained.
• Ways to show social media value can include overall
follower count / growth, views of content, direct conversion
measurement, positive vs. negative affinity, press hits and
share counts.

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Attention areas
• Traditional & Digital Outreach
• Traditional pitching to media and digital influencers
continues to be one of the most consistently favored PR
tactics.
• Ways to showcase value can range widely: media
impressions, secondary social media impact, generating
goodwill, overall positioning, and more.

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Measuring value: before social media
• Looking at circulation
• Impactful media hits with a slower news cycle.
• Added value / earned media
• Each piece accepted successfully was a value-add
• Increased awareness
• The goal was to generate increased awareness with an eye
towards key benchmarks that were indirectly measurable.

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Measuring value: after social media
• Generating 360 degree engagement
• Constant news cycle means campaigns have to be even
savvier to make an impression and drive your objectives.
• The intersection of communications & community
• PR and social media are often partnered (along with
elements of marketing) with the goal of creating a larger
impact.
• Data & analytics
• With increasing amounts of data, analyzing and using that
data to create actionable insights can be key.

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Helpful things to know
• Find what resounds with you
• Some people are more analytics-and-insights-driven, while
others are more about tactical communications.
• Use your strengths to help YOU define value firsthand
before discussing that with your client or organization.
• Familiarize yourself with a wide variety of tools
• If you love Instagram, study tools like SocialRank,
IconoSquare, or SimplyMeasured. If you love YouTube,
study your own YouTube analytics - as well as others
through SocialBlade. If you’re trying to find out who shared
a specific press article you pitched, use
MuckRack.com/WhoShared to track the tweets.

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Ideally…
• Your client or organization should understand the value of
your PR practice and the strategy and expertise you bring.
• Metrics and measurement should be built into every idea you
pitch to help demonstrate that continued value.
• Everybody wins!

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Questions?

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Thank you!

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Thinking Differently About PR
PRSA Tri-State Conference 2015
October 20th, 2015
New York University
PRESENTED BY SPECIAL THANKS
WIFI
Network: nyuguest
Username: guest1
Password: kpoleapf

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Master the Changing PR
Dynamic Post-Grad
Lisa Kovitz, Senior VP, Edelman
Robert Longert, Managing Partner, Day One Agency
Joseph Cohen, SVP Communications, KIND
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Lunch Break
PRESENTED BY SPECIAL THANKS
PRSA Tri-State Conference 2015
October 20th, 2015
New York University
WIFI
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Tri-State Game Changers: Best
of the Best
Jennifer Weber, VP, Porter Novelli
Jess Lyon, COO & EVP, Co-Communications
Linda Bernstein Jasper. VP, Coyne PR
Al Chen, Chair, PRSA Tri-State
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“OPEN A WORLD OF POSSIBLE”
Reputation + Brand Management

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THE CHALLENGE:
 Refresh Scholastic’s reputation
 Reinvigorate the conversation around a societal challenge:
children are reading less than ever
 Reach and engage teachers, students and parents in a shared
mission to read for pleasure, more often

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Develop a new brand positioning to
address the issue of children reading less often
in a tangible, practical way
THE AIM:

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BRINGING OPEN A WORLD OF POSSIBLE
TO LIFE
1. Campaign
Launch
 Introducing Open a World of Possible
 A Partnership with Usher
 Let’s Talk About #SharePossible

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BRINGING OPEN A WORLD OF POSSIBLE
TO LIFE
2. Audience
Engagement
 Taylor Swift Discusses Reading &
Creativity
 Literacy Expert Hits Radio Airwaves

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BRINGING OPEN A WORLD OF POSSIBLE
TO LIFE
3. Continued
Audience
Engagement
 Usher Reads to Thousands of Students
Nationwide

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221M+ PR Impressions
6M+ Views
of Taylor Swift &
Usher Videos
TRIPLED SHARE OF VOICE
in social media conversations about
“joy of reading” & “reading for pleasure”
THE RESULTS
241
PR Hits

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6
+
Educate teens in Dutchess County, NY
about healthy relationships, the warning
signs of abuse & how to get help
GOAL:

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Research the issue.
Communicate authentically.
Engage the teen voice.
STRATEGY:
6
7

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RESULTS:
Facebook advertising results: Website analytics:
Total impressions: 544,456 Visits:
5,192
Potential reach: 36,000 Unique
Visitors: 4,280
Campaign reach: 37,368 (some results from neighboring states) New York: 83%
Clicks: 4,440
Male reach: 54%
Female reach: 46%
Traffic arriving from: Quiz data:
Facebook (social): 82% Responses: 2,391*
Direct (stickers, mall ads): 16% *note: # continues
to grow as quizzes remain live
Referral (online news sites): 1%
Of Note - Traffic via mobile device: 88%
News Releases
November: “Grace Smith House Announces New Healthy Relationship Campaign”
February: “Grace Smith House Campaign Keys in on Digital Abuse”
Placements (achieved through person-to-person pitching of targeted publications;
local postings): The Daily Freeman, Millertown News, PRWeek, American Towns –
Beacon, Pleasant Valley, Poughkeepsie, Redhook, Rhinebec.
MEDIA RESULTS:

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+
Helping our client do what they
do…better
ADDED
VALUE:

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Does your partner get jealous when you text or message others?
No, I can test or message whoever I want without question
40.3%
Sometimes, but I take it as a compliment
35.6%
Yes, he/she always thinks I’m flirting or cheating
24.0%

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Does your partner publicly post things about you on social media
that make you look or feel stupid?
No, my partner treats me with respect
82.2%
Sometimes, but It’s no big deal
14.3%
Yes, and it hurts my feelings
3.4%

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THANK YOU

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Sparking a Movement for Paralysis
PRSA Tri-State Conference 2015
October 20th, 2015
Presented by Linda Bernstein Jasper, Coyne

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“I was told from the very start that it was
hopeless, that it was impossible for me to
regain movement below the shoulders…but
every scientist should remove the word
‘impossible’ from his lexicon.”
- Christopher Reeve in The New Yorker, 2003

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2014: The Stars Aligned
for the Reeve Foundation
Research

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2014: The Stars Aligned
for the Reeve Foundation
Emotional Stories

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2014: The Stars Aligned
for the Reeve Foundation
Wow Factor

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So, how do we convert these
disparate assets into a cohesive,
engaging and actionable program?
a first-of-its-kind campaign aimed at
propelling the paralysis community into a
new era of groundbreaking research,
transforming what it means for individuals
to live with a spinal cord injury (SCI).

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• Humanize the Campaign
• Leverage the 10th Anniversary of Christopher Reeve’s Passing
• Create an Online Gathering Place to Drive Donations and Educate on SCI
Approach

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The Campaign
Build a Digital Hub Launch via Facebook
Media Blitz with Matthew
and the “Four Guys”
Host a Comic Con Panel
Tap Friends of Christopher Reeve
and Superman Enthusiasts

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Paraplegics Show Gains in Study of
Spinal-Cord Stimulation:
By: Joseph Walker
Electrical Pulses Help Paralyzed Patients Move
By Alice Park
Spinal cord work is unexpected shocker:
'This is a breakthrough'
By Elizabeth Cohen, Senior Medical Correspondent
Electric stimulation offers new hope for 'reawakening'
paralyzed limbs
By: Melissa Healy
‘THERE IS HOPE’ Reversing Paralysis
By: Karen Weintraub
A System That Reverses Paralysis
By Cassandra Willyard

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To date, The Big Idea has raised $8.1 million to fund
research and treatment for individuals living with SCI.

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Break
PRESENTED BY SPECIAL THANKS
PRSA Tri-State Conference 2015
October 20th, 2015
New York University
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The New Reality of the Changing PR
Landscape: How to Successfully Engage
With Your Audience
April Flores, Manager, Publicity Tools
Cheryll Forsatz, NY Region Communications Director, McDonalds
Jess Sheehan, VP of Communications, JP Morgan Chase
Greg Galant, CEO, Muck Rack & Shorty Awards
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Binding PR and
Social Media
Successfully:
GREY by E L James
April Flores | Publicity Tools, Consumer Marketing Development
aflores@penguinrandomhouse.com

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#1 New York Times bestseller
Television audience of 125 million–generated from publicity—
within just two days of on-sale
Millions of shares and impressions on social media
Launch events, book club gatherings, “Happy Birthday Christian”
parties across the country

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GREY announced on E.L. James’
social media platforms
Posts amplified by the press online
Tracked influencers, discussions,
and conversation about the author
and GREY from the announcement,
on sale date, and beyond
Measured potential impressions or
shares of media hits across all
formats–TV/Radio, print, websites,
social media.

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Publicist Digital Toolkit - Objectives
Build media lists and relationships
Research authors, fans, and readers
Amplify your message and be in the know
Measure and analyze
Tools: Media databases, Muck Rack
Tools: Social listening tools, Facebook, Twitter analytics, Muck Rack
Tools: Social media platforms, social listening, alerts
Tools: Broadcast monitoring, social listening, Facebook,
Twitter analytics, Muck Rack

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Cheryll Forsatz
New York Region Communications Director, McDonalds

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Take Aways
1 Take a new look at how customers measuring your brand
2 Look at how other departments are measuring success
3 Case Study: Pay With Lovin’

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Breaking down silos: Effective
PR via cross-collaboration
Jessica Sheehan
JPMorgan Chase
Head of Social Media
PRESENTED BY

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Driving brand buzz is a team effort
Brand Buzz
PR
Media relations
News releases
Corporate
Philanthropy
Social Media
Real-time
content
Listening
Surprise &
Delight
Marketing
Brand Partners
Content
Marketing
On-site
activations

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Case Study: JPMorgan Chase at US Open
Objective: Build brand affiliation with the US Open, a key strategic sponsorship
for the Brand
Tactics
Share timely and relevant content that adds value to social conversations around
branded event or topic of interest
Highlight benefits of being a Chase customer by showing the enhanced on-site
experience via social and online channels
Listen to social conversations to identify key “Surprise and Delight” opportunities,
using Chase assets
Collaborate with Marketing Partner – in this case, Serena Williams – to create
“PR-worthy” moments

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Timely and relevant content is king
Contribute to conversations around a key moment in a way that adds value,
while lifting brand affiliation
Tactic:
• Chase partnered with Twitter to
highlight instant replay content
throughout the tournament
• Video included branded pre-roll
showing either Chase Mobile or
the Chase Review app with
ESPN
Results:
• Engagement rates 4X higher
than benchmarks
• Video view rates above
benchmark

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Highlight customer perks
Show exclusive customer benefits Use social listening to identify organic
brand ambassadors and amplify them
#MasterTheOpen @Chase
239 likes later….
We surprised this fan / influencer /
customer with a seat upgrade

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Surprise and Delight
Use Social Listening to identify opportunities to “surprise and delight”
consumers, with the potential to generate positive coverage on both social and
traditional media outlets
….so we surprised with a signed ball
and letter from Serena…and tickets to
the US Open to see her idol in the flesh!!
Social media went nuts over her story.
Mimi appeared on Good Morning America,
CNN, Sports Illustrated and Buzzfeed,
among others, to tell how JPMorgan Chase
made her dream come true.
An adorable video of Mimi, a three-
year-old who claims to be Serena
Williams’ biggest fan, starts to go
viral, garnering 1.7M views….

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Results
Of all US Open sponsors, JPMorgan Chase captured greatest share of voice –
a nearly 400% YoY – with substantial lift in brand affiliation and consideration
amongst prospects
Takeaways
• Without close collaboration across
Public Relations, Marketing and
Social Media, these tactics could not
be executed. Working together
delivers better results than working
in silos.
• Social listening can leverage insights
as well as opportunities for positive
media coverage.
• Social media reporting, coupled with
media coverage reports, help glean
the effectiveness of our strategy and
tactics.

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Break
PRESENTED BY SPECIAL THANKS
PRSA Tri-State Conference 2015
October 20th, 2015
New York University
WIFI
Network: nyuguest
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Password: kpoleapf

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Fair (and Foul): Weather Friends: Crisis
Communications in a Multi-Stakeholder
Environment
Chris Vaccaro, Director of Public Affairs, National Weather Service
Karen Johnson, Director of Communications, PSE&G
Michael Clendenin, Director of Media Relations, Con Edison
Meghan Gross, President, Strategic Communications
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Hurricane Outlook Presser at NYC-OEM

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VIP tour / Supercomputing Media Annoucment

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Weather Channel interview via Skype

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Break
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PRSA Tri-State Conference 2015
October 20th, 2015
New York University
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Pitch Perfect: The New Rules of
Media Engagement
Andrew Freedman, Science Editor, Mashable
Jason Ledder, Director, Golin
Lisa Kovitz, Senior VP, Edelman
Polina Marinova, Audience Engagement Editor, Fortune.com
Marco Greenberg, President, Thunder11
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Break
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PRSA Tri-State Conference 2015
October 20th, 2015
New York University
WIFI
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Content Marketing &
Measurement
Hugo Balta, Director of Multicultural Content, ESPN
Jackson Jeyanayagam, Director of Digital Marketing, Chipotle
Michael Marinello, Global Head of Corporate Communications, Bloomberg
Robin Carey, CEO, Social Media Today
Devin Brown, Global Manager, Social Media, McKinsey
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Think Bilingual First
PRSA Tri-State Conference 2015
October 20th, 2015
New York University
PRESENTED BY

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U.S. Hispanic Market

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Assimilation Vs Acculturation

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Then: Not Reaching Bilinguals By Design

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Now: One Nacion

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Content and Burritos.
Enough said.
Jackson Jeyanayagam
Director of Digital Marketing, Chipotle

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HAVE A POV

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OWN IT

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FOCUSED

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Adventures in Content Creation
PRSA Tri-State Conference 2015
October 20th, 2015
New York University
PRESENTED BY
Michael Marinello, Bloomberg
 Head of Global Communications for
Innovation, Technology, & Sustainability
 Head of Global Branded Entertainment

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OUR OPERATING PRINCIPLE:
COMMUNICATIONS EFFORTS THAT LEAD TO
BUSINESS OUTCOMES

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A UNIFIED, CONSISTENT, INTEGRATED
STRATEGY ALIGNS OUR EFFORTS
Reputation
•Brand protection
•Brand awareness
•Brand value
•Thought leadership
Retention
Recruitment
•Top talent
•Customers
•Partners
•Advertisers
• Top talent
• Existing Customers
• Existing Partners
• Existing Advertisers

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The Business Challenges
• Opening a new, state of the art, first of its kind facility for the
company
• Enhancing the overall bloomberg brand
• Formally Introducing bloomberg the "technology company" to
the Bay Area tech community
• Recruiting top talent in the bay area

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Comms Outcomes:
• 360 “Virtual Tour”
• “Artifact creation”
• Leverageable PR assets
Biz Outcomes:
• 2 hires immediately
• 3 since
• Lead pipeline full

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Robin Carey
CEO, Social Media Today

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Content Marketing: Now More
Than Ever?
CMI B2B Benchmarking Study 2016
28% of B2B marketers are dedicating their budgets
to content marketing
• Crowdsourcing content
• Mission statement
• Employee advocacy
• Influencer collaboration

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Measurement: Land of the Lost
• Impressions
• Engagement
• Sales: the
only measure
that matters

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Thinking Differently About PR
PRSA Tri-State Conference 2015
October 20th, 2015
New York University
PRESENTED BY SPECIAL THANKS
WIFI
Network: nyuguest
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