Post on 09-May-2015
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IS TRADITIONAL PR DEAD?BLENDING TRADITIONAL AND DIGITAL TO DRIVE BRAND
VISIBILITY AND CLIENT BUSINESS OBJECTIVES
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NAR Meeting | October 9, 2013
@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
@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
#WPINAR2013 / @COHNMARKETING 4
OUR TEAM
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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
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THE LANDSCAPE
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THE PERCEPTION
INDUSTRY NARRATIVES
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THE PERCEPTION
PUBLIC NARRATIVES
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THE PERCEPTION
NEW DIRECTIONS
SOURCE: THE NEW YORK TIMES
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THE DEATH OF THE FUNNEL
SOURCE: GOOGLE
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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.”
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MEDIA CONVERGENCESOURCE: ALTIMETER GROUP
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THE PERCEPTION
CONVERGED MEDIA
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THE PERCEPTION
CONVERGED MEDIA PLATFORMS BECOME THE NEWS
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GOOGLE’S HUMMINGBIRD CHANGES THE GAME
The rise of the [not provided]
Values conversational search over keywords
Optimized for the mobile
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UBIQUITOUSLY CONNECTED
50 billion connected devices connected by 2020
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THE IMPACT ON NEWS & CONSUMPTION
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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
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LOCAL VS NATIONAL NEWS
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QUANTITY VS QUALITY NEWS
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PAID CONTENT ACCELERATES
Paid content syndication
Paid content integration
Paid content co-creation
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CONSUMPTION SHIFTSSOURCE: HTTP://WWW.SLIDESHARE.NET/MARISAGALLAGHER1/THIS-IS-CNN-NEXT
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SOCIAL IMPACT ON NEWS ON NE
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SOCIAL IMPACT ON NEWS ON NE
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LEVERAGING THE TRENDS FOR OUR TEAM & CLIENTS
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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.
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THE REALITY
MODERN STORYTELLING REQUIRES MORE
“Liquid and linked”Platform and device agnosticCustomer-centricTargeted“Help, over hype”
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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
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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
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CHARTER SCHOOL CAPITAL
50% response rate to webinars
Established executives as thought leaders
$5 million in attributable revenue
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NEED A PARTNER?
#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
QUESTIONS?
CONNECT WITH COHN
ROBIN LYBARGER
MICHAEL BARBER
2881 N. SPEER BLVD.
DENVER, CO 80211
WWW.COHNMARKETING.COM
@COHNMARKETING
FACEBOOK.COM/COHNMARKETING
THANK YOU.