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Improvise by Fred Cook
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Fred Cook, CEO de Golin comparte su presentación del #CongresoPRORP el 29 agosto 2016
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Improvise by Fred Cook
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6.
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9.
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11.
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13.
PR Needs More
Balls
14.
15.
16.
19.3 14.4 Industry is Growing
17.
Agency 33% Faster in
Agencies In-House 13% Headcount 26% Headcount 11%
18.
Content 81% Growth Drivers Social 75% Reputation 70%
19.
20.
Embrace Change
21.
Business is Changing 27% Believe
PR will describe what we do
22.
Models Are Adapting 95% Anticipate
Change
23.
Reasons For Change In-House Agency Adoption
of new technologies 3.8/4.1 Increasing demand for content 3.9/4.0 Expansion of communication channels 3.6/3.8
24.
But Will It
Be Enough? In-House Agency Slight to moderate change 71% 53%
25.
26.
Embrace Change Hire Different
27.
Retaining the right talent 4.1 Talent is
a Challenge Recruiting the right talent 4.0 Lack of relevant talent 3.4 Availability of competent management 3.4
28.
Writing 89% Writing Most Important? Strategic Planning 84% Verbal Comm 80% Analytics 62% SEO 41%
29.
Creativity is Critical In-House Agency Critical
Thinking 4.3 / 4.5 Intellectual Curiosity 4.2 / 4.6 Creativity 4.1 / 4.4
30.
31.
32.
Embrace Change Hire Different Own
the Sandbox
33.
Multiple Agencies 29% Relationships are Shifting Agency
of Record 21% Ad Hoc Assignments 23%
34.
Corp. Communications 33.7% CEO/President 27.3% Marketing
21.8% Brand Management 9.6% Relationships are Shifting
35.
Same 55% Budgets Seem Static Slightly less
reliant 12% Slightly more reliant 28%
36.
Share is Increasing 22.6% In-House Agency
37.
Get Paid
38.
Channels are Changing Earned
41% Owned 26% Shared 17% Paid 13% Earned 31% Owned 28% Shared 24% Paid 15% TODAY TOMORROW
39.
Paid Will Multiply 37.5% 62.5%
Paid In-House Agency By 2020
40.
Invest in Ideas Get Paid
41.
Ideas Drive Relationships Strategic
Insight 3.7 Creativity 3.7 Arms & Legs 3.6 Global Reach 2.7
42.
And Compensation Strategic Counsel 4.0 Creative Product 3.9 Business Results 3.8 Media Coverage 3.4 Hours 3.0
43.
Invest in Ideas Instill Courage Get Paid
44.
Complex 76% Future is Demanding Strategic 67% Challenging 61% Important 53%
45.
46.
h"p://annenberg.usc.edu/research/center-‐public-‐rela5ons fcook@golin.com