GLOBAL PUBLIC RELATIONSMARKET TRENDS

A look at what influences the PR practice

12th International PR FORUMAlmaty, KazakhstanJune 2 - 3, 2016Presentation Bart de Vries

BART DE VRIESASSOCIATE SENIOR CONSULTANT HOLLANDER VAN DER MEY

2016-17 IPRA PRESIDENT

GLOBAL TREND #1

GLOBAL TREND #2

Paid. Owned. Earned. Shared.

PR MARKET TRENDS

Digital and Social

Change of ownership of media

Content

Post Privacy Era / Digital Identity

Rise of Influencers

Creativity

Effectiveness and measurement

DIGITAL AND SOCIAL

Biggest disruption to PR

News cycle fundamentally changed

Immediacy of news and events

Rise of Influencers

Questions of transparency

Trendiness and unpredictability

CHANGE OWNERSHIP MEDIA

What exactly is ‘media’?

Requires new understanding of media

Less editorial quality

Less fact-based, more opinionated

Fragmented authority

CONTENT

Unquenchable hunger

Who provides?

New challenges to strategy, creativity and

execution

Big opportunities for PR

STORYTELLING

From the abstract and general, PR professionals

must distill the specifics. From facts and numbers,

they must create engaging content. PR is the

storyteller of the company’s business heart.

DIGITAL IDENTITYMENSEN VERKEREN IN EEN VOORTDURENDE ONDERHANDELING: BESCHERMEN AFSCHERME PRIJSGEVEN DEELNEMEN

Dick, dit moet het basisbeeld worden voor alle slides waarin ik grote kopregels, zinnen of bulletpoints gebruik. Ik stel het me voor als een heel donkere strook bovenin waarin de ogen zichtbaar zijn, waarna het beeld in zwart uitloopt waarop de teksten staan. Kun jij hiervan dus een soort sjabloon maken?

People in constant negotiation:

• Protect

• Shield

• Release

• Partake

DIGITAL IDENTITY

BEING WATCHED

Dick, dit moet het basisbeeld worden voor alle slides waarin ik grote kopregels, zinnen of bulletpoints gebruik. Ik stel het me voor als een heel donkere strook bovenin waarin de ogen zichtbaar zijn, waarna het beeld in zwart uitloopt waarop de teksten staan. Kun jij hiervan dus een soort sjabloon maken?

May be entering post-privacy world

RISE OF INFLUENCERS

Traditional media still influential

Emergence of new ‘authorities’

Diversity of ‘vox populi’

Skill of Influencers Management

CREATIVITY

PR world increasingly judged on creativity

Historically, a weak point

Used be focused on press / media

Now direct access to audiences

SELF-IMAGE, PERCEPTIONS, OBSTACLES, OPPORTUNITIES

WEAKNESSES AND OPPORTUNITIES

PR world complaints of lack of budget, time, guts, risk taking and skills.

PR world sees storytelling, content creation and emotional resonance as opportunities.

BOTTOM LINE

Public relations too often too tactical oriented. But when strategy is lacking, creativity will wander and tactics will stray.

BOTTOM LINE

ORGANISATION

Too little idea-time to lead to solid and consistent creative output.

CREATIVE CULTURE

Finding unique ideas through discovery.

HEADER

THE SMALL ENTERPRISEIdea MeaningMessageExecution

Associations Concept Playfulness Empathy

PUBLIC RELATIONS

Have a in-house creative director

Develop a creative culture

Encouraged everyone to be part

Foster environment for ideas to thrive

Expect freshest ideas from youngsters

PUBLIC RELATIONS

Start with excellent brief

Invest in research and insights

Make creativity fit audiences

Don’t underwhelm, be bold

Creativity embraces the unknown

Review afterwards and learn

Creativity is incremental process

Big Idea never signed, sealed and delivered

EFFECTIVENESS AND MEASUREMENT

MEASUREMENT PRINCIPLES

THE DISPUTE ABOUT AVE’S

Advertising Value Equivalency (AVE)• Places monetary value on a PR placement, using

the € or $ amount paid for an equivalent advertising space

• Cannot capture outcomes• Cannot measure value of keeping company out of

media• Cannot distinguish between placement in

noteworthy spots or irrelevant areas of media• Does not express value of ‘earned media’ (only

‘paid media’)

WHAT TO MEASURE?

FRAMEWORK

FRAMEWORK

PREPARING TO MEASURE

Corporate goals• Overarching business goal.Communication goals• Desired changes in target audience.Evaluation goals• Coverage, perception, comprehension, attitude,

behaviour. Measurable criteria

• Who, what, how much (quantitative)?

WHAT TO MEASURE

Coverage• Number of articles, penetration of messages.Perception• Brand awareness, recollection of topics.Comprehension• Credibility of content, connection w/company.Attitude• Brand loyalty, greater employee motivation.Behaviour• Purchase decisions, project involvement.

HOW TO DESIGN A MEASURABLE CAMPAIGN

Measurable Desired business outcomes S.M.A.R.T. What would success look like?

Balance of metrics Populate each column Representative of desired outcome

Fit to the audience Written, online dashboard,

infographic, charts, video, etc

OBJECTIVES

FILL FRAMEWORK

REPORT

FRAMEWORK

DATAMEASURE

Choose most appropriate

Identify data Daily, weekly,

monthly, or at end

OUT OF THE BOX

BART DE VRIESPRESENTER2016 IP[RA PRESIDENT

bartlvries@icloud.com

president2016@ipra.org

+31 6 53394986