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IS TRADITIONAL PR DEAD? BLENDING TRADITIONAL AND DIGITAL TO DRIVE BRAND VISIBILITY AND CLIENT BUSINESS OBJECTIVES Name of Deceased PUBLIC RELATIONS Cause of Death GOOGLE Place of Death THE INTERNET Date of death AUGUST 2013 NAR Meeting | October 9, 2013

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Michael Barber and Robin Lybarger of COHN explore the changing landscape and trends within traditional public relations, the impact of social and new technology on journalism and media consumption, and how these trends can be leveraged to better integrate public relations and digital marketing teams to deliver results for clients.

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Page 1: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

IS TRADITIONAL PR DEAD?BLENDING TRADITIONAL AND DIGITAL TO DRIVE BRAND

VISIBILITY AND CLIENT BUSINESS OBJECTIVES

Nam

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NAR Meeting | October 9, 2013

Page 2: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

@robinlybarger @michaeljbarber#WPINAR2013 2

DISCLAIMERS1. It’s freezing. You’re hungry. We will be quick.

3. All knowledge, no pitch. We promise.

4. Like all agency owners and partners, we recognize the scope and pace of technological and societal changes are causing marketing to undergo almost constant reinvention. That being said, everything we say could or couldn’t apply by tomorrow. But, at least we have this friendly disclaimer that told you so ;).

5. Let’s have a conversation. Interrupt or raise your hand. Don’t worry, we are super friendly.

6. Use the hashtag, but please take a good photo #kthanksbye

Page 3: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

@robinlybarger @michaeljbarber#WPINAR2013 3

HELLO

ROBIN LYBARGERVICE PRESIDENTPR + SOCIAL MEDIA

• Leads team of 7 PR strategists and coordinators

• Mountain runner

• 3 awesome kids

MICHAEL BARBERDIRECTOR OF DIGITAL STRATEGY

• Leads a blended team of strategists, producers, and devs

• Donut aficionado & plane nerd

• Two dogs & a wife

Page 4: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 4

OUR TEAM

Page 5: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 5

TODAY’S PLAN1. The current perception & reality of PR

2. Understand shifting patterns in journalism and consumption

3.Leveraging these shifts to reach and engage targets

4.Integrating PR and digital teams towards shared goals

5.Choosing the right partner

Page 6: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

6

THE LANDSCAPE

Page 7: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 7

Page 8: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 8

Page 9: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 9

Page 10: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 10

Page 11: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 11

THE PERCEPTION

INDUSTRY NARRATIVES

Page 12: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 12

THE PERCEPTION

PUBLIC NARRATIVES

Page 13: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 13

THE PERCEPTION

NEW DIRECTIONS

SOURCE: THE NEW YORK TIMES

Page 14: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 14

THE DEATH OF THE FUNNEL

SOURCE: GOOGLE

Page 15: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 15

THE STIMULUS HAS TO BE GOOD

SOURCE: FAST COMPANY

“This year, the average consumer will see or hear 1 million marketing messages - that’s almost 3,000 per day.”

Page 16: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 16

MEDIA CONVERGENCESOURCE: ALTIMETER GROUP

Page 17: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 17

THE PERCEPTION

CONVERGED MEDIA

Page 18: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 18

THE PERCEPTION

CONVERGED MEDIA PLATFORMS BECOME THE NEWS

Page 19: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 19

GOOGLE’S HUMMINGBIRD CHANGES THE GAME

The rise of the [not provided]

Values conversational search over keywords

Optimized for the mobile

Page 20: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 20

UBIQUITOUSLY CONNECTED

50 billion connected devices connected by 2020

Page 21: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

21

THE IMPACT ON NEWS & CONSUMPTION

Page 22: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 22

JOURNALISM EVOLVES

1. 24% reduction over the past 10 years

2. 46% of U.S. public gets news online

3. Increase in credibility of online information

4. Decrease in confidence of traditional media every year

5. 1980: one PR person for every journalist

6. 2013: three PR pros for every journalist

7. Social sources become the norm

Page 23: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 23

LOCAL VS NATIONAL NEWS

Page 24: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 24

QUANTITY VS QUALITY NEWS

Page 25: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 25

PAID CONTENT ACCELERATES

Paid content syndication

Paid content integration

Paid content co-creation

Page 26: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 26

CONSUMPTION SHIFTSSOURCE: HTTP://WWW.SLIDESHARE.NET/MARISAGALLAGHER1/THIS-IS-CNN-NEXT

http://www.slideshare.net/marisagallagher1/this-is-cnn-next
http://www.slideshare.net/marisagallagher1/this-is-cnn-next
http://www.slideshare.net/marisagallagher1/this-is-cnn-next
http://www.slideshare.net/marisagallagher1/this-is-cnn-next
Page 27: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 27

SOCIAL IMPACT ON NEWS ON NE

Page 28: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 28

SOCIAL IMPACT ON NEWS ON NE

Page 29: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

29

LEVERAGING THE TRENDS FOR OUR TEAM & CLIENTS

Page 30: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 30

THE REALITYPRACTITIONERS TO STORYTELLERS

Moving away from more traditional PR elements (press releases) to integrated storytellers

Storytelling requires integration & skill beyond our traditional PR practitioners’ knowledge.

Page 31: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 31

THE REALITY

MODERN STORYTELLING REQUIRES MORE

“Liquid and linked”Platform and device agnosticCustomer-centricTargeted“Help, over hype”

Page 32: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 32

SHARED CONTENT WORKS ACROSS THE AGENCY

PRMessaging strategy Thought leadership

Media relationsSocial content

NewslettersAnnual reports

White papersEventsVideo

ImagesAudio

DigitalContent strategyWeb (agnostic)SMS AppEmailDigital mediaSocial techWebinars

Page 33: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 33

VALUTEXT

80 million social & news mentions

WSJ, NY Times, Mashable, Forbes & more

5,000 opt-in consumers within 30 days

Rolled out to Latin America

Sold May 2013

Page 34: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 34

CHARTER SCHOOL CAPITAL

50% response rate to webinars

Established executives as thought leaders

$5 million in attributable revenue

Page 35: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

35

NEED A PARTNER?

Page 36: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

#WPINAR2013 / @COHNMARKETING 36#WPINAR2013 / @COHNMARKETING

THE MUST HAVES FOR A PR PARTNER

1. Trustworthy

2. Solution centric vs. skill set centric

3. High get-it factor combined with common sense

4. Creative and personable

5. Strong writing skills

6. Understands how PR integrates across channels

Page 37: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

QUESTIONS?

Page 38: Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives

CONNECT WITH COHN

ROBIN LYBARGER

MICHAEL BARBER

2881 N. SPEER BLVD.

DENVER, CO 80211

WWW.COHNMARKETING.COM

@COHNMARKETING

FACEBOOK.COM/COHNMARKETING

THANK YOU.

mailto:[email protected]
mailto:[email protected]

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