This document discusses key trends in public relations for communicators in 2016, focusing on scope and depth, story and content, and technology, data and analytics. Regarding scope and depth, it emphasizes integrating paid media with PR content to amplify messaging, proactive social media engagement, connecting PR with sales, and building authentic brand culture. For story and content, it discusses the rise of content marketing to acquire customers through consistently delivered information in various formats focused on customer needs. Finally, it outlines leveraging technology like analytics tools and UTM codes to aid PR, as well as the continued relevance of press releases when employing best practices for high-quality content.

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Lars Voedisch
Principal Consultant
lars@preciouscomms.com
@larsv
Impact & Implications of
Latest PR Trends &
Developments in 2016

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Key Trends for
Communicators
SCOPE AND
DEPTH
STORY AND
CONTENT
TECH, DATA
AND
ANALYTICS

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SCOPE & DEPTH

5. SCOPE AND DEPTH
Integration is key
• Value of paid media is more important now – how will
you amplify and complement your PR content?
• Increased emphasis on pro-active social media
engagement
• Strategic PR is connecting with sales, not fighting it
anymore
• Because digital is becoming ubiquitous, reputation is
more important than ever
• Authenticity is key and drives brand culture towards
humanization – audiences want to connect; look behind
the curtains
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6. Focusing on the Why
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People buy
products not only
for their function
but how they feel
and associate with
the product, e.g.
Apple – Simplicity
Harley Davidson -
Freedom

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WHY
WHAT
HOW

8. Only a coherent internal experience can deliver a coherent consumer experience
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STORY & CONTENT

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More noise, more scattered media consumption

11. Content marketing is any marketing that involves the creation
and sharing of media and publishing content in
order to acquire and retain customers.
The type of content businesses share is closely related to what they
sell. However, the content's main focus is on the needs of the
prospect.
This information is consistently delivered and can be presented in a
variety of formats, including news, video, white papers, e-
books, infographics, email newsletters, case studies, podcasts, how-to
guides, question and answer articles, photos, blogs etc.
Source: Wikipedia
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CONTENT MARKETING

12. Content marketing is any marketing that involves the creation
and sharing of media and publishing content in
order to acquire and retain customers.
The type of content businesses share is closely related to what they
sell. However, the content's main focus is on the needs of the
prospect.
This information is consistently delivered and can be presented in a
variety of formats, including news, video, white papers, e-
books, infographics, email newsletters, case studies, podcasts, how-to
guides, question and answer articles, photos, blogs etc.
Source: Wikipedia © PRecious Communications 2016 12
CONTENT MARKETING
It’s about THEM,
not you!

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CONTENT MARKETING
Source: Reuse Marketing Campaign Content on Social Media

14. • Classic story telling techniques will remain – great stories will
shine
• Mega trend: Rising above the tidal wave of information density to
stand out.
- The amount of information on the web is expected to increase by
400% in the next four years.
• Visual content is more important than ever - videos, pictures,
graphics. Ideally, it has to be interactive
• Content will be personalized e.g Coca Cola’s Share Your Coke
Campaign
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STORY AND CONTENT
Knowing WHY the message is getting shared

15. • What are you selling?
• What’s your ultimate PR
objective, the end goal?
– The outcome
– The “So What” ?!
• Do you know where which
parts of your PR strategy
are targeting at?
• Are you optimizing vs. (re-
)targeting your efforts?
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CONTENT MARKETING
Content Lifecycles and Sales Funnel

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https://www.facebook.com/sgministryofmanpower/videos/949811611734773/

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https://www.youtube.com/watch?v=FbY5tJu7dk4

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• Important to know your
customer s needs, instead of
just creating generic content
• If you know what your
customers are seeking from
you in terms of the product or
service you offer, you’re more
than halfway there.

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TECH, DATA AND
ANALYTICS

23. • Moving past the notion that PR people are purely
creatives - It requires a hyper analytical mind able to
quickly dissect products, competitors and markets.
• Have to adapt this new mobile and social web that is
global and real time
• Innovate – adopt digital technology & big data
strategies
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SCIENCE, DATA AND
ANALYTICS
Embrace and implement

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Leveraging tech to aid PR
Tools
Technology
Trends

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CONTENT MARKETING

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CONTENT MARKETING

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CONTENT MARKETING

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CONTENT MARKETING

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Leveraging tech to aid PR

30. What are UTM codes, and why
are they important?
• “UTM” stands for “Urchin tracking module.” Urchin Software
Corporation was acquired by Google in 2005, and their software laid
the groundwork for what we now know as Google Analytics.
• If you’re spending a lot of time in social media, you might be
publishing hundreds of new links per day. UTM codes help you track
the performance of each of those links so you can see where your
traffic is coming from.
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31. The 3 Essential Questions a
UTM Link Can Answer
• A link should be able to help you answer some basic questions
about your web traffic:
1. Source: Where is the traffic coming from?
2. Medium: How is it getting to me?
3. Campaign: Why is it coming to me?
Essentially, UTM codes tell the story of how your traffic is coming to
you.
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http://www.preciouscomms.com/blog/?utm_sourc
e=facebook&utm_medium=social&utm_campaig
n=trends

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The Press Release – still relevant…

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The Press Release – still relevant…

34. Is Press Release still relevant
today?
Let’s look at the benefits of Press Releases
• Increased traffic from strategic keyword placement
• Page rank improvements from implied links
• Distribution and referral traffic across news outlets
• Fresh content for frequent indexing and authority potential
• Widespread exposure from social sharing activities
• Sourceable content for journalists and interested parties
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35. Take a look at how a Nintendo press release drove
500,000 views in a single day
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36. New Elements of a Strong
Press Release
• How do I create a press release that drives traffic and increases
brand recognition?
The answer: By employing best practices per Google’s demand for
high-quality content (links, multi-media)
Regardless of type, the essential elements of a strong press release
should work together to serve the purpose of providing the most
valuable experience a reader can have with your content.
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Nintendo played on
the name of their
new VP of Sales,
joking about his
relation to their
popular character
Bowser. It not only
rendered it incredibly
relevant to video
game fans across the
globe, but also
journalists looking for
content with
substance.

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Nintendo played on
the name of their
new VP of Sales,
joking about his
relation to their
popular character
Bowser. It not only
rendered it incredibly
relevant to video
game fans across the
globe, but also
journalists looking for
content with
substance.

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In summary
Why and for whom?
SCOPE AND
DEPTH
STORY AND
CONTENT
TECH, DATA
AND
ANALYTICS
Why What How

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STORY AND CONTENT
Knowing WHY the message is getting shared
Kevin Spacey
https://www.youtube.com/watch?v=NJnP2wsgnoA

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Lars Voedisch
Principal Consultant
lars@preciouscomms.com
@larsv