What can the PR industry learn from Kung Fu Panda?

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Presentation slides from Council of PR event in Hong Kong on the 21st of July. Thoughts on what one plucky cartoon character can teach an industry high on value but low on recognition.

Marketing

WHAT CAN THE PR INDUSTRY
LEARN FROM KUNG FU PANDA?
Ben Shipley
Managing Director, Spectrum Group
Hong Kong 2016
@benshipley

Our clients are under more
pressure than ever to show the
impact of their function at a
business level

Competition for marketing budget
is increasing at a faster rate than
the budgets themselves

PR agencies are lucky if they
capture five percent of those
marketing dollars.

SO WHAT CAN THE PR INDUSTRY
LEARN FROM KUNG FU PANDA?

IF ALL THAT YOU DO
IS WHAT YOU CAN,
YOU WILL NEVER BE
MORE THAN WHAT
YOU ARE RIGHT NOW

We all need to worry less
about what “PR” is.

We all need to question whether
the structures in our agencies hold
us back from change

“I’ve never found a satisfactory
phrase that describes what I do.”
Ivy Lee

“PR builds brands,
advertising maintains them”
Geoff Ross

Media, advertising and digital
agencies are co-opting PR language
to explain the future of marketing

Consider how you work with the
agencies that have traditionally
made up the mix, as well as the
newer players in the ecosystem

2016 will see an increase of at least
8% in spend on data-driven
marketing across both B2B and
B2C companies
Winterberry Research

A single unified measure of PR
exists, and it has existed all along

Creativity is more in demand now
than it has ever been

Selling creativity is more difficult
than dreaming it up

We work in a small and well
connected industry

Be curious about your clients, your learned
colleagues and the shiny new stuff

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What can the PR industry learn from Kung Fu Panda?

1. WHAT CAN THE PR INDUSTRY LEARN FROM KUNG FU PANDA? Ben Shipley Managing Director, Spectrum Group Hong Kong 2016 @benshipley

2. Our clients are under more pressure than ever to show the impact of their function at a business level

3. Competition for marketing budget is increasing at a faster rate than the budgets themselves

4. PR agencies are lucky if they capture five percent of those marketing dollars.

5. SO WHAT CAN THE PR INDUSTRY LEARN FROM KUNG FU PANDA?

6. IF ALL THAT YOU DO IS WHAT YOU CAN, YOU WILL NEVER BE MORE THAN WHAT YOU ARE RIGHT NOW

7. We all need to worry less about what “PR” is.

8. We all need to question whether the structures in our agencies hold us back from change

9. Embrace your forebears

10. “I’ve never found a satisfactory phrase that describes what I do.” Ivy Lee

11. BE THE DRAGON WARRIOR

12. “PR builds brands, advertising maintains them” Geoff Ross

13. Media, advertising and digital agencies are co-opting PR language to explain the future of marketing

14. LEAD THE TEAM

15. Consider how you work with the agencies that have traditionally made up the mix, as well as the newer players in the ecosystem

16. BECOME A MASTER OF CHI

17. 2016 will see an increase of at least 8% in spend on data-driven marketing across both B2B and B2C companies Winterberry Research

18. A single unified measure of PR exists, and it has existed all along

19. CREATE YOUR OWN STYLE

20. Creativity is more in demand now than it has ever been

21. Selling creativity is more difficult than dreaming it up

22. FIND INNER PEACE

23. Complexity does not equal value

24. Use impact as your guide

25. MASTER NEW TECHNIQUES

26. Nobody likes a press release

27. TAKE ON THE BIG GUYS AND WIN

28. You need to invest in video

29. BE NICE, EVEN WHEN THINGS GET AWKWARD

30. We work in a small and well connected industry

31. LEARNING NEVER STOPS

32. Be curious about your clients, your learned colleagues and the shiny new stuff

33. QUESTIONS?

34. THANKS ben@spectrumgroup.is @benshipley

What can the PR industry learn from Kung Fu Panda?

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