Twitter Summary

Changes across content, skills and tech are

confusing PR. Adaptive modeling is key to

working smart(er). #PRSAICON #badpitch

Secrets & Lies

» The Bad Truth

» Change • Content/Behaviors/Technology

• “News” Releases

» Media Relations Lifecycle

» Adaptive Modeling

» Call to Action • Content/Behaviors/Technology

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

The Truth

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

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

Industry Trends

Change

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

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

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

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

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

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

Takeaways

Media Relations Lifecycle

Media Relations Lifecycle

Prepare/

React

Pitch/ Follow Up

Interview/ Follow Up

Story Runs

Next Steps

Build Relationship

Media Relations Lifecycle

Prepare/

React

Pitch/ Follow Up

Interview/ Follow Up

Story Runs

Next Steps

Build Relationship

Keyword

Search

& Send

Narrow

Universe;

Inform

Engagement

Blogger Outreach Lifecycle Participate/

Engage

Pitch/ Follow Up

Participate/ Engage/

Follow Up

Content

Next Steps

Build Relationship

Blogger Outreach Lifecycle Participate/

Engage

Pitch/ Follow Up

Participate/ Engage/

Follow Up

Content

Next Steps

Build Relationship

Keyword

Search

& Send

Narrow

Universe;

Inform

Engagement

Adaptive Modeling

» Annual Planning • Slow, Reactive, Linear

Research Plan Execute Measure

Q3 Q4 Q1 Q2

Research

Plan

Execute

Test & Learn

Execute Iterate Iterate

» Adaptive Planning • More Flexible, More Accountable

• Data stream informs iteration

Adaptive Modeling

Takeaways

Call to Action

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

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

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

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

Action: Technology

» Data is directional, NOT Definitive

» Break down silos for more powerful insight

streams

» Data reduces need for human, doesn’t

eliminate it

Search Engine

Audience ID

Social Monitoring

Influence

Site Analysis

Action: Technology

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

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

Twitter Summary

Changes across content, skills and tech are

confusing PR. Adaptive modeling is key to

working smart(er). #PRSAICON #badpitch

You Are All Very Smart & Beautiful People

Questions?