pr is dead ... or is it?
TRANSCRIPT
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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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