Blurred Lines: How the Disciplines of PR and Marketing Continue to Merge

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The document discusses how the disciplines of public relations and marketing are continuing to merge. It notes that PR alone is no longer enough and that today's world calls for public engagement beyond paid and earned media. The document outlines the job experience of the speaker, including experience in marketing, communications, interaction design, and digital marketing. It discusses early missteps by PR and marketing firms in social media. It also covers the rise of real-time marketing and newsjacking, and how agencies have had to evolve their skillsets to address changing communications landscapes, including skills in areas like strategy, content creation, paid media, and analytics. The future of PR, according to the document, is about more than just earned media and demonstrating creative value as

Marketing Business Technology

How the Disciplines of PR and
Marketing Continue to Merge
April 12, 2014. PRSSA Conference
B L U R R E D
L I N E S

A Little About Me
CLIENT-SIDE MARKETING AGENCY PR AGENCY

Early Misses from PR
In 2006, Edelman PR pretended to be road
tripping bloggers covering a blogger
adventure at several Walmart stores

Early Misses from Marketing
Back in 2007, General Motors asked anyone to
create a video about the 2007 Chevy Tahoe
only to learn that user-generated content need
to be moderated.
Critics of the vehicle added text to their own
“commercials” of the product.

Early Misses from Customer Care
United Breaks Guitars showed how
social accounts expose issues in the
organization.

Pitching Media to Buying Media
Blurring the lines of what a PR agency does
The rise of the media buyer in PR

Evolution of PR Agency Skillsets
STRATEGY +
PLANNING
DESIGN +
DEVELOPMENT
MULTIMEDIA
CONTENT
CREATION
COMMUNITY
MANAGEMENT
INFLUENCER
ENGAGEMENT
PAID MEDIA
PLANNING +
BUYING
ANALYTICS
+ SEO

Importance of Real-Time
In a 2014 study
from Evergage…

Newsjacking
On November 1 the
Mayor Newark Cory
Booker tweeted to one of
his city’s residents who
was “running out of
hotpockets”
Hot Pockets responds with letter and 100s of
coupons for free product for Newark residents.

Total reach: 211.2 million
Twitter

•  3,022 tweets

•  22 million reach

Online

•  51 articles

•  187.4 million reach

Broadcast

•  13 shows

•  1.8 million reach

Public Relations
Out of Home Ads
Print AdsOnline

What’s the Future of PR?
¡  It’s definitely more than earned media
¡  It’s about being a strong marketing partner
¡  It’s demonstrating creative value for your clients
¡  It’s keeping up with not only PR trends but Marketing and
Customer Care trends

Thank you.
Chris Baccus
GolinHarris
Executive Director Digital
@cbaccus

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Blurred Lines: How the Disciplines of PR and Marketing Continue to Merge

1. How the Disciplines of PR and Marketing Continue to Merge April 12, 2014. PRSSA Conference B L U R R E D L I N E S

2. A Little About Me CLIENT-SIDE MARKETING AGENCY PR AGENCY

4. More Than PR “helps its clients move beyond old world corporate communications into new forms of engagement via content sharing and employee story mining.“ “public relations alone is no longer enough.Today’s world calls for public engagement—a Third Way for companies to communicate beyond paid and earned media.“ “We inspire.We incite.We shape ideas to move companies and organizations forward.We get people thinking and acting in new ways so they connect with and advocate for your brand. “Communications is changing. So are we.We have aligned our people, processes, technology and training to help clients win in a complex, connected society.”

5. Job Experience 10+ years marketing and communications experience Have delivered integrated marketing campaigns for clients Advanced knowledge of interaction design, user-centered experience design, brand development, digital marketing and the creative process Knowledgeable of the intersection between earned, owned and paid media

6. “Never Hire a PR Firm”

7. Where It All Began

8. Social Media: PR vs Marketing

10. Where Social Media Is Managed

11. Early Misses from PR In 2006, Edelman PR pretended to be road tripping bloggers covering a blogger adventure at several Walmart stores

12. Early Misses from Marketing Back in 2007, General Motors asked anyone to create a video about the 2007 Chevy Tahoe only to learn that user-generated content need to be moderated. Critics of the vehicle added text to their own “commercials” of the product.

13. Early Misses from Customer Care United Breaks Guitars showed how social accounts expose issues in the organization.

14. Battle of Paid, Earned, Owned

15. PR Listening But Ad Buying Wins

16. Pitching Media to Buying Media Blurring the lines of what a PR agency does The rise of the media buyer in PR

17. The Chaos Is Real

18. New Models to Address It

19. Moving Beyond “The Pitch”

20. Evolution of PR Agency Skillsets STRATEGY + PLANNING DESIGN + DEVELOPMENT MULTIMEDIA CONTENT CREATION COMMUNITY MANAGEMENT INFLUENCER ENGAGEMENT PAID MEDIA PLANNING + BUYING ANALYTICS + SEO

21. Rise of Real-Time Marketing

22.

23. Importance of Real-Time In a 2014 study from Evergage…

24. Agencies Responded

25. Mostly a Disaster Post 2013 Super Bowl

26. Real-Time Marketing Newsjacking Your Brand

27. Newsjacking On November 1 the Mayor Newark Cory Booker tweeted to one of his city’s residents who was “running out of hotpockets” Hot Pockets responds with letter and 100s of coupons for free product for Newark residents.

28. Tweets: 3,022 Reach: 22 million

29. Total reach: 211.2 million Twitter •  3,022 tweets •  22 million reach Online •  51 articles •  187.4 million reach Broadcast •  13 shows •  1.8 million reach

30.

31. The Integrated Campaign

32. Public Relations Out of Home Ads Print AdsOnline

33. What’s the Future of PR? ¡  It’s definitely more than earned media ¡  It’s about being a strong marketing partner ¡  It’s demonstrating creative value for your clients ¡  It’s keeping up with not only PR trends but Marketing and Customer Care trends

34. The Hybrid Candidate

35. Thank you. Chris Baccus GolinHarris Executive Director Digital @cbaccus

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