1. Quality over Quantity:
The Evolution of Public Relations
Fall 2015
Abby Drapeau | Connor Hadley | Defne Ildiz | Liesel Rickert | Julie Sugarman
2. Defne Ildiz
Rutgers University
Traditional Media
Connor Hadley
Quinnipiac University
Shareable Platforms
Liesel Rickert
Syracuse University
Social Media
Julie Sugarman
New York University
Branded Content
Abby Drapeau
Hofstra University
Creative Content
+ Fusion Media
4. Why is it valuable?
● Trusted source for information
● Widespread, yet targeted reach
● Short term results
● Permanent/tangible
● Engage with a specific audience
● Interactive medium
+ TRADITIONAL MEDIA
5. ● The Jersey Journal: Newport Spring
Carnival to celebrate spring and summer
seasons
● USA Today: A silver lining to winter-
Outdoor ice skating rinks
● The Wall Street Journal: Jersey City Vies to
Up its Game in Office Market
185,239,400 media impressions
+ NEWPORT
6. Island Gardens Deep Harbour- Art Basel
Event/Launch Party
● Island Gardens Deep Harbour to host an art exhibit
as well as a launch party on one of their
superyachts during the week of Art Basel.
● Romero Britto is one of the most famous Miami-
based artists. His bright pop art represents the city
perfectly and is showcased throughout Miami in
public places.
● 172,508,850 media impressions | 11 media
placements
+ ISLAND GARDENS
7. How is it distributed to reach a targeted
audience?
● Ocean Drive Magazine:
luxury/lifestyle audience
● Cultured Magazine: art/design
audience
● Miami Herald: local audience
● Harper's Bazaar: national audience
+ ISLAND GARDENS
9. Why is it valuable?
● Build brand voice
● Control message
● Reach consumers in a targeted and personal way
● Build and engage with a community
How to distribute content to your consumers?
● Create a Goal
● Know your Audience
● Content
● Call to Action
+ SOCIAL MEDIA
10. Strategy
● Goal: Engage with guests and promote awareness
● Audience: Moms
● Content: Travel Pins
● Call to Action: Re-pin and use tips
Results
● 976 followers
● 56,947 monthly views (June 2015)
● 1,983 average monthly engagement (June 2015)
+ GREAT WOLF LODGE
11. Assessments and Recommendations
● Twitter
○ Less promotion
○ Fixes and Twitter chats
● Facebook
○ Less promotion
○ Share received press and voting links
● YouTube
○ Housing video content
● Pinterest
○ Photos of homes
○ Home features pins
● Instagram
○ Create account
● LinkedIn
○ Write about current trends
○ Connect with industry leaders
● Periscope
○ Supplement press releases
○ Behind the scenes
+ DECARO LUXURY AUCTIONS
13. “People don’t like being sold to.
It’s a discomforting experience, so the
challenge for content marketers is to
make sure the entertainment value of the
content outweighs the discomfort.”
– Mike Clear, Digitas
______________________
“If your content isn’t driving conversation,
you’re doing it wrong.”
- Dan Roth, LinkedIn
+ BRANDED CONTENT
14. What is it?
Why is it valuable?
Age of Technology
Positive Opinions & Favorability
Responsiveness & Emotional Connection
Brand Awareness & Sales
+ BRANDED CONTENT
19. Why are they valuable?
● Content goes Viral
● Fun, Easy to Read, Conversation Starters
● Measured Results
+ SHAREABLE PLATFORMS
20. Paid Platforms
● “Pay per click”
● Third Party
● Content is not created here
Free Platforms
● Content Creators
● Story is shared directly from this website
● Pieces are written with the intent to be shared
+ SHAREABLE PLATFORMS
21. ● Buzzfeed, Bustle, Cheat Sheet, and A Plus
● Ashton Kutcher, Mario Batali
● Unpaid shareable platforms
+ POLISHED MAN
22. “This is what Happy Hours Look like Around the
World”
● A photo-based roundup pitch to Buzzfeed
● Potential Quinn clients:
○ Aria Hotel Budapest
○ Hilton Hawaiian Village
○ Montauk Yacht Club
○ Sandos Hotels and Resorts
● They can expand the list to suit their taste
● The article will transport the reader from
where they are, to where they want to be
+ SHAREABLE PLATFORMS
24. ● 1,000-square-foot wraparound terrace
complete with a queen-sized bed
● Fireplace perfect for making smores
with Jacques Torres gourmet chocolate
● A high-tech flashlight
● A state-of-the-art telescope for
stargazing
● A Nook Simple Touch e-reader also
comes fully loaded with campfire
stories
+ AKA
25. The Outcome
● Measured Media- increased bookings and website traffic
● Over 634 million impressions
○ Wall Street Journal (Circulation: 2,294,093)
○ USA Today (Circulation: 2,522,027)
○ The New York Times (Circulation: 2,178,674)
○ Departures (Circulation: 1,260,942)
○ Travel + Leisure (Circulation: 973,834)
○ Boston Globe (Circulation: 274,538)
+ AKA
26. ● The Book Cafe
● Book Mixologist
● Literary Inspired Drinks
○ Tequila Mockingbird (To Kill a Mockingbird)
○ Amontillado (The Cask of Amontillado)
○ Raspberry Cordial (Anne of Green Gables)
○ Mint Juleps (The Great Gatsby)
215 Chrystie Street Hotel in the Lower East Side
+ 215 CHRYSTIE STREET HOTEL
