pr is dead ... or is it?

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PR IS DEAD…or is it?

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Robert Phillips

Head of Chambers at Jericho Chambers

Former EMEA CEO of Edelman

Author of Trust Me, PR is Dead (2015)

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5 Threats to PR

Data &

Insights

Outcomes

not

Outputs

Networks

not

Hierarchies

Scale Talent

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We are still in the trust business

… but trusted sources are changing

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And so are the people we trust online

Who tells your story best ?

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10billion $

12,5billion $

Revenue increase 2012 - 2014

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33% increase in PR employees(outnumbering journalists 4:1)

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PR specialists earns 40%

more than journalists

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Evolution,

not death.

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Science

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Substance

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Story

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Simplicity

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Speed

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Purpose

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Experience

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88%of companies report undergoing a digital transformation

25%have mapped their digital customer journey and have a clear

understanding of new or underperforming digital touchpoints.

however, only

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80%of strategists surveyed report their companies are investing in improving

processes that expedite change to digital properties, such as websites,

mobile and social platforms.

46%aim to overhaul customer service to meet the expectations

of digital customers

however, only

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Concentrate on earned

and owned media

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WE ARE TRAVELLERS

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700,000likes

50,000followers

28 millionpassengers

3.5 millionloyalty subscribers

100 millionweb visitors

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”I asked myself why I should spend money externally

in the magnitude I do now when I have all these

customers so close to me. Should I pay somebody

else to expose my messages, or should they pay me

to communicate on one of my platforms?”

Stefan HedeliusVP Marketing & Brand SAS

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Bjornpilot28,800 followers (and

counting)

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The brand newsroom

The Norwegian way

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“With tight deadlines – being able to respond to a wide range of

requests from print, broadcast and online media 24/7/365 in a timely

and professional manner”

”Being able to explain to journalists on a tight deadline and sometimes

little knowledge of my company complex issues which are crucial to

getting my story right”

Lasse Sandaker-NielsenVP Media Relations Norwegian

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The power of the content hub

69%news content hub

31%stories

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Platform Consumption

27,114newsroom views

59%desktop users

41%mobile users

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Engagement

29,863e-mails sent

(27% open rate)

2,943social shares

1:41 minnewsroom attention time

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Now let me introduce you to

Kerstin and #MynewsdeskNow

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NewsroomLanding Page

@jonobean#networksnothierachies

Ambassadors

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20,773newsroom views

83%desktop users

17%mobile users

Platform Consumption

#data&insights

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200m people

Earned Media Reach

#scale

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$5 million

Earned Media Value

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Sales Leads increased by 60%

#outcomenotoutput

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Purpose driven

story telling

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Owned and Earned

Content is key

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Agencies =

creativity + resources

#talent

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Realtime content

doesnt have to be

difficult

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Dare to try new

things

#networksnothierachies

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A campaign is

not enough

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“Success is the ability to go from one failure to another without the loss of enthusiasm”

Winston Churchill

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”Right now, PR as a function is at an

inflection point between what we’re

comfortable with, what we have

permission to do, and what’s possible.”Eduardo Conrado

SVP and Chief Innovation Officer Motorola Solutions.

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We can’t stay married to

yesterday and we can’t be afraid

of tomorrow.

Eduardo ConradoSVP and Chief Innovation Officer Motorola

Solutions.

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Thank you!

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