The Future of PR - @lauracrimmons at Figaro Digital

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Branded3 Communications Director Laura takes a look at how PR has changed in recent years, in particular due to the rise in social media usage, and makes some predictions for how it might continue to change in the future.

Marketing

The Future of PR
Laura Crimmons
Communications Director

PR
MediaPublic
Press Releases
Events/Launches
Boozy Lunches
etc
Newspaper / Magazine articles
The old model
(pre social media)

PR
MediaPublic
The new model
Social Media
Blog posts
etc
Newspaper / Magazine articles

It’s a 24 hour
news cycle
‘Always on’
is on
everyone’s
minds

Everything has a hashtag now…
And the hashtag becomes the campaign name

In a crowded online world, sparks of creativity
are more important than ever

If people
wouldn’t talk
about your
campaign here…

And money (Ads) won’t change that –
paid promotion can help something get seen and talked
about but it can’t make it worth talking about

76% of journalists feel more
pressure now to think about
their story’s potential to get
shared on social platforms

Five ingredients to make content
more shareable:
1.Video/images
2.Brevity
3.Localisation
4.More use of human voice
5.Proximity to trending topics

Five changes predicted by
journalists in 2015:
1.More digital/mobile focus
2.Quicker turnaround
3.More (original) video
4.Smaller and more focussed staff
5.Rising social influence

Campaigns need more people around the table –
videographers, designers, ad men, data

“PR is becoming the glue in a lot of integrated
campaigns. Does it matter that we don’t create
the idea? One of the things we do is make
someone else’s ideas even better. We can come up
with the great idea, and we can make other
people’s campaigns better. But clients are
interested in integration.”
- Michael Frohlich, Ogilvy UK Chief Executive

We need to keep an eye on new technologies –
but use them only when relevant

But we
shouldn’t
just wish for
the best –
we need to
know
something’s
going to
work

Storytelling
is key
NOT
content for
content’s
sake

Barcelona Principles (2.0)
1. Goal Setting and Measurement are Fundamental to Communication and Public
Relations
2. Measuring Communication Outcomes is Recommended Versus Only Measuring
Outputs
3. The Effect on Organizational Performance Can and Should Be Measured Where
Possible
4. Measurement and Evaluation Require Both Qualitative and Quantitative
Methods
5. AVEs are not the Value of Communications
6. Social Media Can and Should be Measured Consistently with Other Media
Channels
7. Measurement and Evaluation Should be Transparent, Consistent and Valid

Working with ‘data scientists’
helps us work smarter and prove
our worth

The future?
(True) Integration – Search, Adv, Data
Better data & measurement
No more mail merge press releases
Recognition of influence over reach

Laura Crimmons
Communications Director,
Branded3
@lauracrimmons
laura.crimmons@branded3.com

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