The Convergence Concept
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The document discusses the convergence of public relations and marketing and the PESO model for integrating earned, paid, shared, and owned media. It notes that almost half of PR professionals and over 60% of marketing executives believe PR and marketing will become more closely aligned in the next three years. Some think PR will dominate, others think marketing will dominate, but the reality is likely somewhere in between. The document then outlines the PESO model and provides advice on how to implement it to help prove the value of PR and attribute results to business outcomes.
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The Convergence Concept
- 1. THE CONVERGENCE CONCEPT @ginidietrich spinsucks.com
- 2. 02 Fred Cook, Diretor, USC Center for Public Relations 2019 Global Communications Report Almost half of PR pros and more than 60% of marketing executives believe that their two disciplines will become more closely aligned in the next three years. Some think PR will dominate. Others think it will be dominated. Perhaps the reality is somewhere in between.
- 3. 03 Most critical issue facing our industry PR Agencies Corp Comms Percentage of PR agencies reporting into marketing Percentage of corporate communications departments reporting into marketing. 18% 21% 20 % Source: 2019 Global Communications Report
- 4. 04 PR pros believe the industry will... Source: 2019 Global Communications Report
- 5. 05 While marketing pros believe PR will... Source: 2019 Global Communications Report
- 6. 06 In the next five years, how will our relationship with marketing change? Source: 2019 Global Communications Report
- 7. 07 So what does this mean for us?
- 11. Marketers are beginning to own content and paid media Source: 2019 Global Communications Report
- 12. And that trend continues... Source: 2019 Global Communications Report
- 17. 017 Advertorials, native advertising, paid social, boosted content, email marketing, sponsored content Paid Media PESO Model
- 18. 018 Media relations, influencer relations, blogger relations, search engine optimization, linkbacks Earned Media PESO Model
- 19. 019 Social media, customer experience, community building, engagement Shared Media PESO Model
- 20. 020 Podcasts, videos, livestreaming, eBooks, webinars, white papers, blog posts, brand journalism, user-generated content, newsletters, infographics, research, employee and customer stories Owned Media PESO Model
- 21. 021 Detractors, loyalists, and advocates Charity tie-ins, community service, CSR, c0-branding Community and Partnerships PESO Model
- 23. 023 Speeches, bylined articles, thought leadership, Google first page rankings Authority PESO Model
- 24. Relationships with journalists, customers, community, influencers, employees, stakeholders It all leads to relationships 024
- 25. 025 AttentionTHIS IS WHAT WE DO!
- 26. 026 The earned media paradox Far More Valuable Cision asked 1,500 senior marketers to rate earned media versus paid media 81 %
- 27. 027 But...CEOs want PR to help sell Source: 2019 Global Communications Report
- 30. We CAN absolutely, positively attribute our work to business results 030
- 31. In order of importance for the results that help sell products and services PESO Model
- 32. Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Media Media Media Media Media
- 33. 033 Create content that makes sense for both humans and search engine spiders
- 35. • The main topic for your most competitive key phrase • It may not be what has really high search volume or search competition • You can actually compete for the word or phrase Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Media Media Media Media Media
- 36. 036 Copiers OR What are the best all-in-one copiers on the market?
- 37. 037 It’d be really difficult to get on the first page of Google results for that term alone
- 38. Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Media Media Media Media Media
- 40. Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Related Subtopic: Answers to questions; how-to Media Media Media Media Media
- 41. 041 The most important part of PESO model success...
- 46. 046 Your domain authority has increased You’re ranking on the first page of Google for your topic. You can prove your efforts are selling
- 47. Content runs on your site Earned media with anchor text and priority keyword Organic and paid promotion Atrribution
- 48. 048 PESO model + data + results = PR existence Source: 2019 Global Communications Report