Bad Pitch Secrets & Lies at PRSA ICON
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Transcript of Bad Pitch Secrets & Lies at PRSA ICON
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Twitter Summary
Changes across content, skills and tech are
confusing PR. Adaptive modeling is key to
working smart(er). #PRSAICON #badpitch
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Secrets & Lies
» The Bad Truth
» Change • Content/Behaviors/Technology
• “News” Releases
» Media Relations Lifecycle
» Adaptive Modeling
» Call to Action • Content/Behaviors/Technology
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The Truth
“I’m GONNa set it straight, this Watergate.”
-- Beastie Boys
“I’m GONNa set it straight, this Watergate.”
-- Beastie Boys
“I’m GONNA SET IT straight, this Watergate.”
-- Beastie Boys
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The Truth
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The Truth
» Most pitches aren’t bad • Many aren’t even pitches
» Most offenders don’t care
» Send us good pitches • Pitch + link to ink
» Better lists, fewer contacts, better results • Know where machines can help and hurt
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Porn (Ew)
Fleshdrive Brings
Movies to the
Palm of Your Hand
In-DUH-stry
Press Release
Distribution
Company
Embraces AP style
Guidelines
Dead Issue
Who Died Today?
New Website
Makes Sure You’re
Always in the
Know
GIRLFriend?
Five Best Places to
Find the Guy of
Your Dreams
Sources: MTV, NYT,
BizWeek, markets
nationwide
Sinners? PBS, Extra
TV, Library of
Congress, BIG
agencies
Worst Pitches. EVER!
Debbie Does Data
“Tropical Storm
Debbie is Going to
F*(k East Coast’s
Brains Out” –
Gawker
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Industry Trends
Change
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Change: Content
» Media Convergence is our Friend
Media What & Who Action Strength Weakness
Paid Promotions, ads Pushes to
strangers
Complete
message control
Less credible;
cluttered
Owned Content marketing Pulls in
customers
Creates richer
connections,
brand-
controlled
Brands are
finding their
way; takes
time
Earned
News, blog content;
drives engagement
and sharing
Engages
with fans
Fuels front of
sales funnel;
most credible
No control;
metrics
misapplied
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Change: Behaviors/Skills
» Trends Drive Need for Broader
Understanding, Collaboration • Search Marketing
• Graphic Design
• Video/Photography
• Developer
• Media Planner
» One Size Fits (No One At) All • Broadcast vs. Engagement Platform
• Media vs. Blogger
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Change: Behaviors/Skills
» Are Media & Bloggers the Same? • As similar as they are different
• Smarter targeting needed for both
• Different approaches with each
» Confusion • “Citizen Journalists”
• Disclosure
• Need for better targeting
• Media vs. Blogger Background
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Media Blogger
Career Passion
Editorial & ads are
separate
All-In-One
Deadline-driven Blog competes with life
Short news cycle Longer news cycle
Change: Behavior & Skills
» Home products, fashion categories now
collaborate on new product design/development
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Change: Technology
» Technology fuels collaboration; content
creation, distribution; engagement and
scale • Tech/ Collaboration helps bridge skills gap
• Content explosion yields curation opportunity;
requires broader use of search
• Technology fuels frictionless sharing
• Scale technology is being misapplied
• Platforms for audience ID, creation/distribution, engagement, monitoring, measuring
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Change? “News” Releases
» Trends have expanded use case. • News Coverage with Media
• Disclosure with FCC
• Milestone with Site Visitors
• Direct to Consumer
• Search & Sharing with All Audiences
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Takeaways
Media Relations Lifecycle
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Media Relations Lifecycle
Prepare/
React
Pitch/ Follow Up
Interview/ Follow Up
Story Runs
Next Steps
Build Relationship
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Media Relations Lifecycle
Prepare/
React
Pitch/ Follow Up
Interview/ Follow Up
Story Runs
Next Steps
Build Relationship
Keyword
Search
& Send
Narrow
Universe;
Inform
Engagement
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Blogger Outreach Lifecycle Participate/
Engage
Pitch/ Follow Up
Participate/ Engage/
Follow Up
Content
Next Steps
Build Relationship
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Blogger Outreach Lifecycle Participate/
Engage
Pitch/ Follow Up
Participate/ Engage/
Follow Up
Content
Next Steps
Build Relationship
Keyword
Search
& Send
Narrow
Universe;
Inform
Engagement
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Adaptive Modeling
» Annual Planning • Slow, Reactive, Linear
Research Plan Execute Measure
Q3 Q4 Q1 Q2
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Research
Plan
Execute
Test & Learn
Execute Iterate Iterate
» Adaptive Planning • More Flexible, More Accountable
• Data stream informs iteration
Adaptive Modeling
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Takeaways
Call to Action
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Action: Content
» Build primary focus, secondary
understanding for paid, owned,
earned
» Create a New Pitch Plan • Scale effort based on
• story type
• timeline
• content format/technology
• build for iteration via analytics/search/social data
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Action: Content
» Consider new content types and how
creation, curation and distribution work
with technology
• Geo-local content via Foursquare Lists
• Curated playlists via Spotify
• Visual content based on users’ social
profile; e.g. Intel’s Museum of Me
• All optimized for audience, goals,
consumption and redistribution
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Action: Behaviors/Skills
» Focus more on human vs. machine
during list development; data/CRM
optimize process
» Reconsider blogger outreach based on a
community model
» Read “Social Media & Public Relations:
Eight New Practices for the PR
Professional” • Deirdre Breakenridge
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Action: Behaviors/Skills
What Were Are
Tumblr & Pinterest Popular social sites Curate, redistribute
content drive traffic
Google & Facebook Search/ social sites Major (earned) media
Outlets
Earned Media
Generation
Broadcast Participate
Search Engines Organic opportunity;
based on math
Paid , organic and
content; based on
engagement
The Shiny New Blind faith or
skepticism
Pragmatic test & learn
opportunities
Other Agencies Competition Collaborative
opportunities
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Action: Technology
» Data is directional, NOT Definitive
» Break down silos for more powerful insight
streams
» Data reduces need for human, doesn’t
eliminate it
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Search Engine
Audience ID
Social Monitoring
Influence
Site Analysis
Action: Technology
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Action: List Development
• Five-stage, 26-step process; more than
half is human vs. machine
• Identifies bloggers with mix of • Relevancy: on-topic, sentiment
• Reach: socially active, level of following
• Content: relevancy, frequency
• Engagement: number of comments, links
» Averages 50 percent or higher success
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Action: Adaptive Modeling
» Audit defines progress and gaps in
process, talent and technology
» 75% to launch
» Always in beta
» Embrace collaboration over competition
» Moves compensation to focus on value
instead of time
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Twitter Summary
Changes across content, skills and tech are
confusing PR. Adaptive modeling is key to
working smart(er). #PRSAICON #badpitch
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You Are All Very Smart & Beautiful People
Questions?
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