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Public Relations - A DISCIPLINE IN
TRANSFORMATION
Kieran Moore
Ogilvy Public Relations Australia
OUR TEAM




  120 specialists in Sydney, Canberra, Adelaide & Melbourne
OGILVY PR AUSTRALIA IN NUMBERS


                                                    12
                    500+

             120            200+
 31.5                                  25,000+
                   64
                                                 15,000+
                                 65
        11                  23
                                                 Average years’


                    9
                                                 service among
                                                 executive team




             10                                  500+
25%
                                   1
75%
                        5
THE COMPANY WE KEEP
TOP PR AGENCIES BY SIZE
WHAT WE REALLY DO?




 Business
             Planning   Reach   Preference   Action
objectives
BOILS DOWN TO A FEW SIMPLE QUESTIONS

Why is this brief here?


What do we want people to DO as a result of this communication?


How do we expect communications to work towards achieving this?


Whom are we trying to influence?


What are we trying to convey?


What will help people KNOW this?


What will help people FEEL this?


When how long do we expect this to take?
THE WAY IT WAS




Media relations        Press release         Mainly text only    Single channel




              Siloed                   Tactical            One way
OUR WORLD IS EVOLVING




                       Earned, paid and                          Listening, community
Consultancy                                        Outcome
                       owned channels                                 engagement




                                                         Ideas come from
              Storytelling          Rich content
                                                            anywhere
PERIPHERAL VISION STUDY
BACKGROUND
12
13
14
WHAT DOES THIS MEAN?
MAPexpo 2012 - Kieran Moore (CEO, Ogilvy Public Relations Worldwide)
DISCIPLINE AGNOSTIC
18
DIFFERENT SETS OF SKILLS REQUIRED




                                    19
SOCIAL MEDIA




Source: Australian Bureau of Statistics
SOCIAL MEDIA


86% of Australians trust the
recommendations of other Australians.
SOCIAL MEDIA




                  11 million
                Australians use
                Facebook each
                 month (Nielsen
               Australia, March 2012)
SOCIAL MEDIA




   1.8 million
  Australians visit
Twitter each month
CASE STUDIES
GOODSTART




Planning    Reach   Preference   Action
KLEENEX COTTONELLE
PIN TO MAKE A DIFFERENCE




Planning     Reach         Preference   Action
AUSTRALIAN BASED PHARMACEUTICAL COMPANY




Planning    Reach      Preference    Action
WAGYU BEEF MADE FROM BEER




Planning     Reach      Preference   Action

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MAPexpo 2012 - Kieran Moore (CEO, Ogilvy Public Relations Worldwide)