With a seemingly endless flood of new communications avenues, vehicles, techniques and viewpoints, danger looms large for many public relations practitioners. It’s all too easy to carve out a small section of familiar territory, plant your flag, and hope the whirlwind leaves you unscathed. In reality, that’s a recipe for career and organizational disaster. This professional development seminar helps communicators discover, understand, blend and deploy a broad range of traditional and emerging disciplines. The resulting insights, strategies and tactics from your own “custom blend” – unencumbered by outdated rules – will have your executives applauding, your employees engaged, your customers buying, and your competitors trembling.

1. Converging Worlds:
Navigating the New
Integrated Communications
Environment
PRSA 2012 International Conference
San Francisco
Monday, October 15

2. Who we are…
Michael McDougall, APR
Managing Partner of McDougall Travers
Collins
@MikeMcDoug
Nicole Ravlin
Partner at PMG Public Relations
@PMGNicole

3. CONVERGING WORLDS
Uncovering the next breed
of communications toolsets,
keeping you one step ahead.

4. So, what’s next?

5. How do you keep track of it all?
• Social CRM Solutions
– Sprout Social
– Meltwater Solutions – Mbuzz, JitterJam

6. CONVERGING WORLDS
Navigating the politics of leading
cross-discipline communications,
turning naysayers into supporters.

7. CONVERGING WORLDS
• Not about ownership, but collaboration.
• Shared outcomes, shared rewards.
• Betting on your colleagues; budget to help them.

8. CONVERGING WORLDS
Capitalizing on “white space”
territories that you and your
team can embrace.

9. CONVERGING WORLDS
• Change management
• Social-based customer service
• Corporate philanthropy

11. http://www.youtube.com/watch?v=OzTEGvLaL8Y

12. CONVERGING WORLDS
Blending new media with old
for even more creative, exciting
and results-bearing programs.

14. CONVERGING WORLDS
• Customization of outdoor advertising
• Informed variable print
• Group-driven content programming

15. http://www.youtube.com/watch?feature=player_embedded&v=7u0ij9D5S4Y#!

16. CONVERGING WORLDS
Determining when digital media
should take the lead, when it
should be dialed down in favor of
more seasoned approaches.

17. CONVERGING WORLDS
• Risk barometer for management
team
• Opportunity to fail?
• Small steps… sneak in the new
approach

19. CONVERGING WORLDS
Reinvigorating
“forgotten” techniques
and outlets for surprising success.

20. CONVERGING WORLDS
• Local market media… turning into digital gold
• The power of nostalgia

21. CONVERGING WORLDS

22. CONVERGING WORLDS
Perfecting the snowball approach,
formulating a “can’t miss”
messaging stream by weaving
together multiple disciplines.

23. CONVERGING WORLDS
• Upward spiral of news creation

25. CONVERGING WORLDS
Measuring the successes (and
failures) of your integrated
communications efforts, allowing
future programs
to have an even greater impact.

26. CONVERGING WORLDS
• Real time measures
• Digging deeper for qualitative –
sales force, customer service
• User-allowed tracking… rolling digital actions
into traditional outreach

27. Thank you.
• Michael McDougall, APR
McDougall Travers Collins
mmcdougall@mcdougalltc.com
@MikeMcDoug
• Nicole Ravlin
PMG Public Relations
nicole@peoplemakinggood.com
@PMGNicole