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The Future of PR

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The Future of PR Laura Crimmons Communications Director


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The old model (pre social media) PR Press Releases Events/Launches Boozy Lunches etc Public Media Newspaper / Magazine articles


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The new model PR Social Media Blog posts etc Public Media Newspaper / Magazine articles


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So where are we going next?


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It’s a 24 hour news cycle ‘Always on’ is on everyone’s minds


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Everything has a hashtag now… And the hashtag becomes the campaign name


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#susanalbumparty


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In a crowded online world, sparks of creativity are more important than ever


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If people wouldn’t talk about your campaign here…


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They won’t talk about it here…


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Or here…


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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


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So do the pub test.


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76% of journalists feel more pressure now to think about their story’s potential to get shared on social platforms


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Five ingredients to make content more shareable: 1.Video/images 2.Brevity 3.Localisation 4.More use of human voice 5.Proximity to trending topics


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Five changes predicted by 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


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Campaigns need more people around the table – videographers, designers, ad men, data


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Ad campaigns are becoming PR campaigns


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“PR is becoming the 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


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We might need to learn new skills


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Working together is key


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Campaigns need more layers


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We’re in a time where curiosity wins


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We need to keep an eye on new technologies – but use them only when relevant


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But we shouldn’t just wish for the best – we need to know something’s going to work


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Tools will only get you so far


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People want to interact with people – brand personality has never been more important


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Create a ‘personality’ and stick to it


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Storytelling is key NOT content for content’s sake


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Paid media is finding its place in PR


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RIP AVE


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RIP AVE (Thank God)


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So what replaces it?


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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


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Working with ‘data scientists’ helps us work smarter and prove our worth


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Focus on Outcomes NOT Outputs Outputs: Press Releases Coverage Links Tweets/FB posts Outcomes: Increase in sales Increase in brand awareness


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Focus on Outcomes NOT 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.


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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


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The future? (True) Integration – Search, Adv, Data Better data & measurement No more mail merge press releases Recognition of influence over reach


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Laura Crimmons Communications Director, Branded3 @lauracrimmons laura.crimmons@branded3.com


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