Paid, Earned, Shared and Owned integrated media planning for public relations. Deck created for Future PR session in London on 11 February 2015

1. 1 | 12.02.20151 | 12.02.2015
PESO primer for
public relations
Stephen Waddington
#FuturePR | @wadds

2. 2 | 12.02.2015
Media
relations
Influencer
relations
Brands as
media
Community
management
Social
Business
Public relations roadmap

3. 3 | 12.02.2015
Public relations leads with earned
PESO
ESOP

4. 4 | 12.02.2015
Key
Tactics
Skills
Media type

5. 5 | 12.02.2015
Change and opportunity
Advocacy
Editorial engagement
Influencer management
Media relations
Planning
Creative
Content
Editorial relations
Measurement
Earned

6. 6 | 12.02.2015
Social, because sharing is caring
Conversation
Crowdsourcing
Mentions
Retweets
Reviews
Sharing
Planning
Creative
Content
Community management
Measurement
Shared

7. 7 | 12.02.2015
Make your own media
Apps
Emails
Blogs
Brochures
Newsletters
Web sites
Planning
Creative
Build
Content
Media buying
Measurement
Owned

8. 8 | 12.02.2015
Media isn’t charity, get over it
Advertorial
Banners
Display
Endorsements
Native advertising
Pay per click
Planning
Creative
Content
Media buying
Measurement
Paid

9. 9 | 12.02.2015
The integrated opportunity
Always-on
Amplification
Images and video
Tools
New
space
Earned
Shared Owned
Paid

10. 10 | 12.02.2015
More complex, more opportunity
Broad
knowledge
Deep expertise
in a specialism

11. 11 | 12.02.2015
• Existing best practice public relations frameworks
cover all forms of media
• Wake up and smell the opportunity; other disciplines
are
• New agency models and workflow
• Competency framework to address skills, and
roadmap for practitioners
• Third-party tools
• Case studies and awards that demonstrate best
practice
Critical issues

12. 12 | 12.02.201512 | 12.02.2015
Identifying your PR
specialism
Stephen Waddington
#FuturePR | @wadds