Procom Digital PR Revolution
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Transcript of Procom Digital PR Revolution
3 KEY INGREDIENTS TO PR SUCCESS
All you need to know about Strategy, Tech and Talent.
THE DIGITAL PR REVOLUTION
ImPRessions Avoidance. Confusion. Hybrids.
THE DIGITAL PR REVOLUTION
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2016
“You can't force your way into the prospect's mind. Advertising is perceived as an imposition, an unwelcome intruder who needs to be resisted. The harder the sell, the harder the wind blows, the harder the prospect resists the sales message.
Al Ries - 2002
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Interruptions irritate
“39,7% of the population state ‘to watch without commercial breaks’ as a reason to seek out streaming services…”
TNS-Sifo - 2015
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
We avoid advertising when technology and money make it possible.
© MYNEWSDESK 2016
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
A Dead-End Street?The audience with the means can pay for advertising-free content.
Less fortunate viewers, however, will remain as a commercial audience.
Advertisers, therefore, risk paying to reach people who may not be the ideal consumer.
SOM-institutet - 2014
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Think PR
”CP+B wants to think more like a PR agency than a traditional ad agency.
Why? Because PR is typically better than advertising at really manipulating popular culture…and popular culture is currency.”
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
A seismic shift:
Intrusive vs. engaging communications
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2016
THE DIGITAL PR REVOLUTIONGlobal study sets stage for the digital PR
revolution. Are you ready for it?
THE DIGITAL PR REVOLUTION
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
First comprehensive global study on Digital PR
• 2,500 PR professionals
• Primarily managers and directors
• Eight countries
• Working in local, regional and global PR
• Over 17 industries
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Strategy Chapter
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2016
The Strategy
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
The challenges facing communicators
The greatest challenges expected by PR professionals over the next 12 months include:
62%
58%
59%
51%
Lack of resources/funds
Finding the right measures/metrics to evaluate work results
Lack of time to try new strategies/technologies
Limited internal skills/competencies
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
What do you see as the biggest obstacles?
Resources
Strategy
Management
Funding
Knowledge
Competence Communication Reach MediaSales
Clients
Skills Technology
Channels
Content
ROI
Team Organization
Money
Technical
Measure
Focus
Budget
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
How effective do you consider your efforts in Digital PR?
Not at all effective - 5%
Slightly effective – 19%
Moderately effective – 40%
Very effective – 26%
Highly effective – 10%
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
The positions in digital PR
The starters 58% Doing some aspects of digital PR, but haven’t yet
started to make it a process (26%) Trying to create a cohesive digital PR strategy and measurement plan but find it challenging (32%).
The achievers 10% Achieving success with our digital PR by
successfully implementing, measuring and aligning our activities to business objectives.
The challengers 32%Seeing early success of our PR strategy and becoming more sophisticated in publishing, distributing and measuring our digital communications.
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
What makes an effective PR professional?
NO
YES
63% of effective PR professionals say ‘Yes’
80% of ineffective PR professionals say ‘No’
Do you have a documented digital PR strategy within your organization?
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
How to craft a digital PR strategy?Define audience
Develop distribution
Create editorial
Determine goalsUse data
Establish measurement
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Technology Chapter
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2016
The Technology
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Poor use of tech
Almost half (49.5%) say their organization does not use technology effectively.
Question: Do you feel your organization uses technology effectively within PR & Communications?
NO49.46%
YES40.96%
Don’t know – 9,58%
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Opportunities for future growth
Over 85% agree or strongly agree that the focus on technology and digital PR will increase significantly.
Respond to the following statement: The focus on technology and digital PR will increase significantly in my organization within the next five years.
STRONGLY AGREE
39.7% AGREE45.7%
NEUTRAL11.6%
Strongly disagree- 1.5% Disagree – 1.3%
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Investments being made in digital technology
Good news as 60% of respondents say senior management invests in digital technology
Question: Does senior management support investments in digital technology within PR & Communications?
NO49.46%
YES40.96%
Don’t know – 18.3%
NO21.6%
YES60.1%
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Top 6 tools used by over 50% of communicators
Analytic tools E-mail marketing services
Social media management solutions
Video and image creative tools
Media monitoring services
News and information distribution systems
71% 63% 62% 57% 53% 52%
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
How to know what to invest in
• Identify what tool categories would be most helpful.
• Audit what you use now and identify gaps (or opportunities).
• Identify providers and costs of those tools.
© MYNEWSDESK 2016
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
How to secure buy-in
• Make a business case for investments in digital solutions.
• Connect to relevant measurement categories.
• Demonstrate how the tools are necessary to achieve your PR strategy.
© MYNEWSDESK 2016
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Mynewsdesk’s Martech Stack
60% + all new business sales marketing generated
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2016
The Future
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Overview of key areas
Increased stakeholder reach because of technology.
Better PR education with closer collaboration with other disciplines.
Increased role of personalized comms.Greater control and oversight of messages because of tech.
89,14%
85,16%
83,08% 81,60%
78,75%
Increased role for PR in achieving organizational objectives.
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Future challenges
Organizations will need more people and all on team must be better qualified.
• Over half say limited internal skills/competencies is the greatest future challenge.
• Almost 90% think they’ll need to change the composition of roles/expertise in their department.
• More than one-quarter say they prefer to recruit new talent to gain necessary skills.
• 46.2% expect their in-house digital PR team to be bigger in five years.
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Skills neededFive most frequently cited words about how the job will evolve:
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
How to grow existing team and find qualified new recruits
• Combine marketing, comms & business (86% agree).
• Develop cross-disciplinary skills to thrive in an integrated team.
• Equip young professionals with real-life work experience (73% want closer collaboration).
• Recruit new talent, trained and prepared, from PR schools.
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2016
People are the central resource to creating and executing any digital PR strategy.
The team is the future of PR.
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
Three e-books to help you learnSubscribe today to ensure you don’t miss them. http://bit.ly/digitalPRrev
• What are your peers doing?
• How can you improve your own digital PR efforts?
THE DIGITAL PR REVOLUTION
© MYNEWSDESK 2017 @jonobean
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