The promise and reality of integrated marketing don’t exactly match up, do they? Creating integrated teams within your company typically involves a lot of approvals, assurances, meetings and emails. Then, once you’re actually able to get everyone together, making any sort of decision usually comes down to the most senior person in the room dictating the direction or 12 versions of a Word document littered with tracked changes. In this session, you’ll learn why PR can and should lead the collaboration process with other marketing disciplines and how to leverage the strengths and weaknesses of everyone to make better decisions.

1. Improved Decision Making: Leverage Your
Team's Strengths and Fill In the Gaps
PRSA Strategic Collaboration Conference
April 24, 2015
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2. 2
“There is a gap between an old world of public relations
and a new one that must be addressed because jobs that
were more about media relations are now taking on a role of
content creation and content marketing, which is more
difficult to do.”
- Christopher Graves, Global Chairman of Ogilvy PR
http://www.nytimes.com/2014/10/22/business/media/pr-groups-soul-searching-leads-to-shifts-in-strategy-.html?src=recg

3. 3
The integrated marketing
structure*
(*not realistic)
Brand
Digital
CRM
Social Media
Media Analytics
Public
Relations
POS
Creative

4. 4
The actual integrated
marketing structure
Brand
Digital
CRM
Social Media
Media Analytics
Public
Relations
POS
Creative

5. 5
How integrated marketing
really works
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6. 6
The promise of integration is
rarely fulfilled
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7. 7
Swim Lanes Are Easy
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8. 8
“OK, so owns it then?

9. 9
Swim lanes don’t really reflect reality

10. 10
Integration is Hard
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11. 11
“I didn’t mention it to you
because the client already has a
PR agency”
Image used under Creative Commons license (https://flic.kr/p/amY57x)

12. 12
“68% of the respondents put integrated marketing
communications ahead of “effective advertising,” when they
were asked what the most important thing is that they want
from an agency. Integration is also among the top reasons that
marketers dismiss an agency and look for a new one, and it is
a pivotal factor in selecting a particular agency in a pitch.”
- Forbes, 2013
Forbes study of 1,850 CMOs conducted in November 2013
(http://www.forbes.com/sites/avidan/2013/12/04/ten-great-agencies-of-2013/)

13. “All forms of media are converging and we will
need to continue leveraging paid to amplify our
owned, earned and social efforts.”
- Kevin King, global practice chair at Edelman Digital
“We’re moving into a different space. The vision is to
be the most complete communications company in
the world. Somebody’s got to be able to put it all
together.”
- Dave Senay, president and chief executive at
FleishmanHillard
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"More than ever we're seeing a blurring of the lines
and clearly the ownership between paid, owned and
earned.
- Gail Heimann, president at Weber Shandwick
“We’re reorganizing around the areas that are
important to our clients, areas that are not
perceived as strengths in public relations: strategy,
creativity, technology, analytics.”
- Fred Cook, president and chief executive at Golin

14. Enhances strengths, mitigates weaknesses
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• The kaleidoscope effect
• 1 can equal 10
• Tell me once
• One pot of money

15. 15

16. Integrated marketing is a mindset, not a mandate
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17. If it was easy, everyone would do it
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1. Learn the language
2. Get the right people in the seats
3. Stop rewarding fiefdoms
4. Stay focused on the business objective
(hint: “sell more stuff” isn’t an objective)
5. Integration is more than subheads in a plan

18. 18
Different functional specialties,
but same business goals

19. 19
Don’t assign seats based on title

20. 20
Stop Rewarding Fiefdoms
Image courtesy of Wikimedia Foundation

21. 21
Stay focused on the business objective
Image courtesy of Wikimedia Foundation

22. You’re not fooling anybody
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23. 23
Great Opportunity
Image courtesy of Wikimedia Foundation

24. 24
PR can (and should be) the
multi-channel quarterback
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25. 25
• “We never get the budgets we need”
• “They just don’t ‘get’ PR”
• “We’re always brought in at the last
minute”
• “You can’t measure PR the same as
advertising”
• “We don’t have a seat at the table”
Image used under Creative Commons license (https://flic.kr/p/DNwXN)

26. 26
"If you rely on someone else's mandate that you
must be a part of their team, you will quickly
become their adversary. You should instead
demonstrate your value to that team so obvious
that they are compelled to include you or they risk
losing credibility with the rest of the team."

27. Your mission should you
choose to accept it
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1. Determine the role PR plays in
achieving the business objectives
2. Understand your customer’s entire
journey with your brand
3. Learn from people outside of PR
4. Measure the impact of PR without
using the words “hits” or “impressions”
Image courtesy of Wikimedia Foundation

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In a world of integrated marketing, big data and marketing
automation, PR has to be the one to advocate for the customer.
• To strive for mutual benefit.
• To be honest with the client/boss when no one else will.
• To talk about people – not targets, clicks, and impressions.
• To insist on slowing down, on using small data, on scaling back.

29. 29
PR has the opportunity to save marketing from itself.

30. Thank you
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Steve Radick
• VP, Director of Public Relations at Brunner
• www.steveradick.com
• www.twitter.com/sradick
• www.brunnerworks.com