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.
17. 76% of journalists feel more
pressure now to think about
their story’s potential to get
shared on social platforms
18. 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
19.
20. 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
21. Campaigns need more people around the table –
videographers, designers, ad men, data
26. “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
45. 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
46. Working with ‘data scientists’
helps us work smarter and prove
our worth
47. Focus on Outcomes NOT Outputs
Outputs:
Press Releases
Coverage
Links
Tweets/FB posts
Outcomes:
Increase in sales
Increase in brand
awareness
48. Focus on Outcomes NOT Outputs
Outputs:
Press Releases
Coverage
Links
Tweets/FB posts
Outcomes:
Increase in sales
Increase in brand
awareness
Outcomes have real business impact (on the
bottom line), outputs do not.
49. 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
50. The future?
(True) Integration – Search, Adv, Data
Better data & measurement
No more mail merge press releases
Recognition of influence over reach