Michael Barber and Robin Lybarger of COHN explore the changing landscape and trends within traditional public relations, the impact of social and new technology on journalism and media consumption, and how these trends can be leveraged to better integrate public relations and digital marketing teams to deliver results for clients.
Similar a Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives (20)
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Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives
1. IS TRADITIONAL PR DEAD?
BLENDINGTRADITIONALANDDIGITALTODRIVEBRAND
VISIBILITYANDCLIENTBUSINESSOBJECTIVES
NameofDeceased
PUBLICRELATIONS
CauseofDeath
GOOGLE
PlaceofDeath
THEINTERNET
Dateofdeath
AUGUST2013
NAR Meeting | October 9, 2013
2. @robinlybarger @michaeljbarber#WPINAR2013 2
DISCLAIMERS
1. It’s freezing. You’re hungry. We will be quick.
3. All knowledge, no pitch. We promise.
4. Like all agency owners and partners, we recognize the
scope and pace of technological and societal changes are
causing marketing to undergo almost constant reinvention.
That being said, everything we say could or couldn’t apply
by tomorrow. But, at least we have this friendly disclaimer
that told you so ;).
5. Let’s have a conversation. Interrupt or raise your hand.
Don’t worry, we are super friendly.
6. Use the hashtag, but please take a good photo
#kthanksbye
3. @robinlybarger @michaeljbarber#WPINAR2013 3
HELLO
ROBIN LYBARGER
VICE PRESIDENT
PR + SOCIAL MEDIA
• Leads team of 7 PR
strategists and
coordinators
• Mountain runner
• 3 awesome kids
MICHAEL BARBER
DIRECTOR OF
DIGITAL STRATEGY
• Leads a blended team
of strategists,
producers, and devs
• Donut aficionado &
plane nerd
• Two dogs & a wife
5. #WPINAR2013 / @COHNMARKETING 5
TODAY’S PLAN
1. The current perception & reality of PR
2. Understand shifting patterns in journalism and
consumption
3.Leveraging these shifts to reach and engage targets
4.Integrating PR and digital teams towards shared goals
5.Choosing the right partner
15. #WPINAR2013 / @COHNMARKETING 15
THE STIMULUS HAS TO
BE GOOD
SOURCE: FAST COMPANY
“This year, the average
consumer will see or
hear 1 million
marketing messages -
that’s almost 3,000 per
day.”
19. #WPINAR2013 / @COHNMARKETING 19
GOOGLE’S HUMMINGBIRD
CHANGES THE GAME
The rise of the [not provided]
Values conversational search over keywords
Optimized for the mobile
22. #WPINAR2013 / @COHNMARKETING 22
JOURNALISM
EVOLVES
1. 24% reduction over the past 10 years
2. 46% of U.S. public gets news online
3. Increase in credibility of online information
4. Decrease in confidence of traditional
media every year
5. 1980: one PR person for every journalist
6. 2013: three PR pros for every journalist
7. Social sources become the norm
30. #WPINAR2013 / @COHNMARKETING 30
THE REALITY
PRACTITIONERS TO
STORYTELLERS
Moving away from more traditional PR elements (press
releases) to integrated storytellers
Storytelling requires integration & skill beyond
our traditional PR practitioners’ knowledge.
31. #WPINAR2013 / @COHNMARKETING 31
THE REALITY
MODERN
STORYTELLING
REQUIRES MORE
“Liquid and linked”
Platform and device agnostic
Customer-centric
Targeted
“Help, over hype”
32. #WPINAR2013 / @COHNMARKETING 32
SHARED CONTENT
WORKS ACROSS THE
AGENCY
PR
Messaging strategy
Thought leadership
Media relations
Social content
Newsletters
Annual reports
White papers
Events
Video
Images
Audio
Digital
Content strategy
Web (agnostic)
SMS
App
Email
Digital media
Social tech
Webinars
33. #WPINAR2013 / @COHNMARKETING 33
VALUTEXT
80 million social & news mentions
WSJ, NY Times, Mashable, Forbes & more
5,000 opt-in consumers within 30 days
Rolled out to Latin America
Sold May 2013
34. #WPINAR2013 / @COHNMARKETING 34
CHARTER SCHOOL
CAPITAL
50% response rate to webinars
Established executives as thought leaders
$5 million in attributable revenue
36. #WPINAR2013 / @COHNMARKETING 36#WPINAR2013 / @COHNMARKETING
THE MUST HAVES FOR A PR
PARTNER
1. Trustworthy
2. Solution centric vs. skill set centric
3. High get-it factor combined with common sense
4. Creative and personable
5. Strong writing skills
6. Understands how PR integrates across channels
38. CONNECT WITH COHN
ROBIN LYBARGER
MICHAEL BARBER
2881 N. SPEER BLVD.
DENVER, CO 80211
WWW.COHNMARKETING.COM
@COHNMARKETING
FACEBOOK.COM/COHNMARKETING
THANK YOU.