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Bad Pitch Secrets & Lies at PRSA ICON

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My presentation at PRSA ICON 2012 focused on industry trends impacting media relations and how this constant state of change can be more of an opportunity than anything else.

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Bad Pitch Secrets & Lies at PRSA ICON

  1. 1. Twitter SummaryChanges across content, skills and tech areconfusing PR. Adaptive modeling is key toworking smart(er). #PRSAICON #badpitch
  2. 2. Secrets & Lies» The Bad Truth» Change • Content/Behaviors/Technology • “News” Releases» Media Relations Lifecycle» Adaptive Modeling» Call to Action • Content/Behaviors/Technology
  3. 3. The Truth GONNa set it“I’m GONNA SET IT straight, this Watergate.” -- Beastie Boys
  4. 4. The Truth
  5. 5. The Truth» Most pitches aren’t bad • Many aren’t even pitches» Most offenders don’t care» Send us good pitches • Pitch + link to ink» Better lists, fewer contacts, better results • Know where machines can help and hurt
  6. 6. Worst Pitches. EVER! Porn (Ew) In-DUH-stry GIRLFriend? Fleshdrive Brings Press Release Five Best Places to Movies to the Distribution Find the Guy of Palm of Your Hand Company Your Dreams Embraces AP style Guidelines Dead Issue Debbie Does Data Sources: MTV, NYT, Who Died Today? BizWeek, markets “Tropical Storm New Website nationwide Debbie is Going to Makes Sure You’re F*(k East Coast’s Sinners? PBS, Extra Always in the Brains Out” – TV, Library of Know Gawker Congress, BIG agencies
  7. 7. Industry TrendsChange
  8. 8. Change: Content » Media Convergence is our FriendMedia What & Who Action Strength Weakness Complete Pushes to Less credible;Paid Promotions, ads message control strangers cluttered Creates richer Brands are Pulls in connections, finding theirOwned Content marketing customers brand- way; takes controlled time News, blog content; Fuels front of No control; EngagesEarned drives engagement sales funnel; metrics with fans and sharing most credible misapplied
  9. 9. Change: Behaviors/Skills» Trends Drive Need for Broader Understanding, Collaboration • Search Marketing • Graphic Design • Video/Photography • Developer • Media Planner» One Size Fits (No One At) All • Broadcast vs. Engagement Platform • Media vs. Blogger
  10. 10. Change: Behaviors/Skills» Are Media & Bloggers the Same? • As similar as they are different • Smarter targeting needed for both • Different approaches with each» Confusion • “Citizen Journalists” • Disclosure • Need for better targeting • Media vs. Blogger Background
  11. 11. Change: Behavior & Skills Media Blogger Career Passion Editorial & ads are All-In-One separate Deadline-driven Blog competes with life Short news cycle Longer news cycle» Home products, fashion categories now collaborate on new product design/development
  12. 12. Change: Technology» Technology fuels collaboration; content creation, distribution; engagement and scale • Tech/ Collaboration helps bridge skills gap • Content explosion yields curation opportunity; requires broader use of search • Technology fuels frictionless sharing • Scale technology is being misapplied • Platforms for audience ID, creation/distribution, engagement, monitoring, measuring
  13. 13. Change? “News” Releases» Trends have expanded use case. • News Coverage with Media • Disclosure with FCC • Milestone with Site Visitors • Direct to Consumer • Search & Sharing with All Audiences
  14. 14. TakeawaysMedia Relations Lifecycle
  15. 15. Media Relations Lifecycle Prepare/ React Build Pitch/ Relationship Follow Up Interview/ Next Steps Follow Up Story Runs
  16. 16. Media Relations Lifecycle Narrow Keyword Universe; Prepare/ Search Inform React & Send Engagement Build Pitch/ Relationship Follow Up Interview/ Next Steps Follow Up Story Runs
  17. 17. Blogger Outreach Lifecycle Participate/ Engage Build Relationship Pitch/ Follow Up Participate/ Next Steps Engage/ Follow Up Content
  18. 18. Blogger Outreach Lifecycle Narrow Participate/ Keyword Universe; Engage Search Inform & Send Engagement Build Relationship Pitch/ Follow Up Participate/ Next Steps Engage/ Follow Up Content
  19. 19. Adaptive Modeling» Annual Planning • Slow, Reactive, Linear Research Plan Execute Measure Q3 Q4 Q1 Q2
  20. 20. Adaptive Modeling» Adaptive Planning • More Flexible, More Accountable Test & Learn Research Execute Iterate Execute Iterate Plan • Data stream informs iteration
  21. 21. TakeawaysCall to Action
  22. 22. Action: Content» Build primary focus, secondary understanding for paid, owned, earned» Create a New Pitch Plan • Scale effort based on • story type • timeline • content format/technology • build for iteration via analytics/search/social data
  23. 23. Action: Content» Consider new content types and how creation, curation and distribution work with technology • Geo-local content via Foursquare Lists • Curated playlists via Spotify • Visual content based on users’ social profile; e.g. Intel’s Museum of Me • All optimized for audience, goals, consumption and redistribution
  24. 24. Action: Behaviors/Skills» Focus more on human vs. machine during list development; data/CRM optimize process» Reconsider blogger outreach based on a community model» Read “Social Media & Public Relations: Eight New Practices for the PR Professional” • Deirdre Breakenridge
  25. 25. Action: Behaviors/SkillsWhat Were AreTumblr & Pinterest Popular social sites Curate, redistribute content drive trafficGoogle & Facebook Search/ social sites Major (earned) media OutletsEarned Media Broadcast ParticipateGenerationSearch Engines Organic opportunity; Paid , organic and based on math content; based on engagementThe Shiny New Blind faith or Pragmatic test & learn skepticism opportunitiesOther Agencies Competition Collaborative opportunities
  26. 26. Action: Technology» Data is directional, NOT Definitive» Break down silos for more powerful insight streams» Data reduces need for human, doesn’t eliminate it
  27. 27. Action: Technology Search Engine Audience ID Social Monitoring Influence Site Analysis
  28. 28. Action: List Development • Five-stage, 26-step process; more than half is human vs. machine • Identifies bloggers with mix of • Relevancy: on-topic, sentiment • Reach: socially active, level of following • Content: relevancy, frequency • Engagement: number of comments, links» Averages 50 percent or higher success
  29. 29. Action: Adaptive Modeling» Audit defines progress and gaps in process, talent and technology» 75% to launch» Always in beta» Embrace collaboration over competition» Moves compensation to focus on value instead of time
  30. 30. Twitter SummaryChanges across content, skills and tech areconfusing PR. Adaptive modeling is key toworking smart(er). #PRSAICON #badpitch
  31. 31. You Are All Very Smart & Beautiful PeopleQuestions?