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PESO primer for public relations: Paid, Earned, Shared and Owned

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Paid, Earned, Shared and Owned integrated media planning for public relations. Deck created for Future PR session in London on 11 February 2015

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PESO primer for public relations: Paid, Earned, Shared and Owned

  1. 1. 1 | 12.02.20151 | 12.02.2015 PESO primer for public relations Stephen Waddington #FuturePR | @wadds
  2. 2. 2 | 12.02.2015 Media relations Influencer relations Brands as media Community management Social Business Public relations roadmap
  3. 3. 3 | 12.02.2015 Public relations leads with earned PESO ESOP
  4. 4. 4 | 12.02.2015 Key Tactics Skills Media type
  5. 5. 5 | 12.02.2015 Change and opportunity Advocacy Editorial engagement Influencer management Media relations Planning Creative Content Editorial relations Measurement Earned
  6. 6. 6 | 12.02.2015 Social, because sharing is caring Conversation Crowdsourcing Mentions Retweets Reviews Sharing Planning Creative Content Community management Measurement Shared
  7. 7. 7 | 12.02.2015 Make your own media Apps Emails Blogs Brochures Newsletters Web sites Planning Creative Build Content Media buying Measurement Owned
  8. 8. 8 | 12.02.2015 Media isn’t charity, get over it Advertorial Banners Display Endorsements Native advertising Pay per click Planning Creative Content Media buying Measurement Paid
  9. 9. 9 | 12.02.2015 The integrated opportunity Always-on Amplification Images and video Tools New space Earned Shared Owned Paid
  10. 10. 10 | 12.02.2015 More complex, more opportunity Broad knowledge Deep expertise in a specialism
  11. 11. 11 | 12.02.2015 • Existing best practice public relations frameworks cover all forms of media • Wake up and smell the opportunity; other disciplines are • New agency models and workflow • Competency framework to address skills, and roadmap for practitioners • Third-party tools • Case studies and awards that demonstrate best practice Critical issues
  12. 12. 12 | 12.02.201512 | 12.02.2015 Identifying your PR specialism Stephen Waddington #FuturePR | @wadds

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