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The Future of PR - @lauracrimmons at Figaro Digital
The document discusses the evolving landscape of public relations, highlighting the shift from traditional methods to integrating social media and data-driven strategies. Key components for successful campaigns now include creativity, shareability, collaboration, and a focus on measurable outcomes rather than outputs. The Barcelona Principles 2.0 emphasize the importance of goal-setting, outcome measurement, and a transparent approach in PR practice.
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The Future of PR - @lauracrimmons at Figaro Digital
- 1. The Future ofPR Laura Crimmons Communications Director
- 2. PR MediaPublic Press Releases Events/Launches Boozy Lunches etc Newspaper/ Magazine articles The old model (pre social media)
- 4. PR MediaPublic The new model SocialMedia Blog posts etc Newspaper / Magazine articles
- 5. So where arewe going next?
- 6. It’s a 24hour news cycle ‘Always on’ is on everyone’s minds
- 8. Everything has ahashtag now… And the hashtag becomes the campaign name
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- 10. In a crowdedonline world, sparks of creativity are more important than ever
- 11. If people wouldn’t talk aboutyour campaign here…
- 12. They won’t talkabout it here…
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- 14. And money (Ads)won’t change that – paid promotion can help something get seen and talked about but it can’t make it worth talking about
- 15. So do thepub test.
- 17. 76% of journalistsfeel more pressure now to think about their story’s potential to get shared on social platforms
- 18. Five ingredients tomake content more shareable: 1.Video/images 2.Brevity 3.Localisation 4.More use of human voice 5.Proximity to trending topics
- 20. Five changes predictedby journalists in 2015: 1.More digital/mobile focus 2.Quicker turnaround 3.More (original) video 4.Smaller and more focussed staff 5.Rising social influence
- 21. Campaigns need morepeople around the table – videographers, designers, ad men, data
- 22. Ad campaigns arebecoming PR campaigns
- 26. “PR is becomingthe glue in a lot of integrated campaigns. Does it matter that we don’t create the idea? One of the things we do is make someone else’s ideas even better. We can come up with the great idea, and we can make other people’s campaigns better. But clients are interested in integration.” - Michael Frohlich, Ogilvy UK Chief Executive
- 27. We might needto learn new skills
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- 29. Campaigns need morelayers
- 31. We’re in atime where curiosity wins
- 33. We need tokeep an eye on new technologies – but use them only when relevant
- 34. But we shouldn’t just wishfor the best – we need to know something’s going to work
- 35. Tools will onlyget you so far
- 36. People want tointeract with people – brand personality has never been more important
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- 40. Paid media isfinding its place in PR
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- 45. Barcelona Principles (2.0) 1.Goal Setting and Measurement are Fundamental to Communication and Public Relations 2. Measuring Communication Outcomes is Recommended Versus Only Measuring Outputs 3. The Effect on Organizational Performance Can and Should Be Measured Where Possible 4. Measurement and Evaluation Require Both Qualitative and Quantitative Methods 5. AVEs are not the Value of Communications 6. Social Media Can and Should be Measured Consistently with Other Media Channels 7. Measurement and Evaluation Should be Transparent, Consistent and Valid
- 46. Working with ‘datascientists’ helps us work smarter and prove our worth
- 47. Focus on OutcomesNOT Outputs Outputs: Press Releases Coverage Links Tweets/FB posts Outcomes: Increase in sales Increase in brand awareness
- 48. Focus on OutcomesNOT Outputs Outputs: Press Releases Coverage Links Tweets/FB posts Outcomes: Increase in sales Increase in brand awareness Outcomes have real business impact (on the bottom line), outputs do not.
- 49. Barcelona Principles (2.0) 1.Goal Setting and Measurement are Fundamental to Communication and Public Relations 2. Measuring Communication Outcomes is Recommended Versus Only Measuring Outputs 3. The Effect on Organizational Performance Can and Should Be Measured Where Possible 4. Measurement and Evaluation Require Both Qualitative and Quantitative Methods 5. AVEs are not the Value of Communications 6. Social Media Can and Should be Measured Consistently with Other Media Channels 7. Measurement and Evaluation Should be Transparent, Consistent and Valid
- 50. The future? (True) Integration– Search, Adv, Data Better data & measurement No more mail merge press releases Recognition of influence over reach
- 51.