blurred lines: how the disciplines of pr and marketing continue to merge
TRANSCRIPT
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How the Disciplines of PR and Marketing Continue to Merge
April 12, 2014. PRSSA Conference
B L U R R E D L I N E S
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A Little About Me
CLIENT-SIDE MARKETING AGENCY PR AGENCY
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More Than PR “helps its clients move beyond old world corporate communications into new forms of engagement via content sharing and employee story mining. “
“public relations alone is no longer enough. Today’s world calls for public engagement—a Third Way for companies to communicate beyond paid and earned media. “
“We inspire. We incite. We shape ideas to move companies and organizations forward. We get people thinking and acting in new ways so they connect with and advocate for your brand.
“Communications is changing. So are we. We have aligned our people, processes, technology and training to help clients win in a complex, connected society.”
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Job Experience
10+ years marketing and communications experience
Have delivered integrated marketing campaigns for clients
Advanced knowledge of interaction design, user-centered experience design, brand development, digital marketing and the creative process
Knowledgeable of the intersection between earned, owned and paid media
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“Never Hire a PR Firm”
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Where It All Began
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Social Media: PR vs Marketing
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Where Social Media Is Managed
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Early Misses from PR
In 2006, Edelman PR pretended to be road tripping bloggers covering a blogger adventure at several Walmart stores
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Early Misses from Marketing
Back in 2007, General Motors asked anyone to create a video about the 2007 Chevy Tahoe only to learn that user-generated content need to be moderated.
Critics of the vehicle added text to their own “commercials” of the product.
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Early Misses from Customer Care
United Breaks Guitars showed how social accounts expose issues in the organization.
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Battle of Paid, Earned, Owned
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PR Listening But Ad Buying Wins
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Pitching Media to Buying Media
Blurring the lines of what a PR agency does
The rise of the media buyer in PR
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The Chaos Is Real
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New Models to Address It
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Moving Beyond “The Pitch”
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Evolution of PR Agency Skillsets STRATEGY + PLANNING
DESIGN + DEVELOPMENT
MULTIMEDIA CONTENT CREATION
COMMUNITY MANAGEMENT
INFLUENCER ENGAGEMENT
PAID MEDIA PLANNING +
BUYING
ANALYTICS + SEO
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Rise of Real-Time Marketing
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Importance of Real-Time
In a 2014 study from Evergage…
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Agencies Responded
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Mostly a Disaster Post 2013 Super Bowl
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Real-Time Marketing Newsjacking
Your Brand
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Newsjacking
On November 1 the Mayor Newark Cory Booker tweeted to one of his city’s residents who was “running out of hotpockets”
Hot Pockets responds with letter and 100s of coupons for free product for Newark residents.
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Tweets: 3,022 Reach: 22 million
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Total reach: 211.2 million
Twitter • 3,022 tweets • 22 million reach Online • 51 articles • 187.4 million reach
Broadcast • 13 shows • 1.8 million reach
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The Integrated Campaign
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Public Relations
Out of Home Ads
Print Ads Online
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What’s the Future of PR?
¡ It’s definitely more than earned media
¡ It’s about being a strong marketing partner
¡ It’s demonstrating creative value for your clients
¡ It’s keeping up with not only PR trends but Marketing and Customer Care trends
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The Hybrid Candidate
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Thank you. Chris Baccus GolinHarris
Executive Director Digital @cbaccus