How the Disciplines of PR and Marketing Continue to Merge

April 12, 2014. PRSSA Conference

B L U R R E D L I N E S

A Little About Me

CLIENT-SIDE MARKETING AGENCY PR AGENCY

More Than PR “helps its clients move beyond old world corporate communications into new forms of engagement via content sharing and employee story mining. “

“public relations alone is no longer enough. Today’s world calls for public engagement—a Third Way for companies to communicate beyond paid and earned media. “

“We inspire. We incite. We shape ideas to move companies and organizations forward. We get people thinking and acting in new ways so they connect with and advocate for your brand.

“Communications is changing. So are we. We have aligned our people, processes, technology and training to help clients win in a complex, connected society.”

Job Experience

10+ years marketing and communications experience

Have delivered integrated marketing campaigns for clients

Advanced knowledge of interaction design, user-centered experience design, brand development, digital marketing and the creative process

Knowledgeable of the intersection between earned, owned and paid media

“Never Hire a PR Firm”

Where It All Began

Social Media: PR vs Marketing

Where Social Media Is Managed

Early Misses from PR

In 2006, Edelman PR pretended to be road tripping bloggers covering a blogger adventure at several Walmart stores

Early Misses from Marketing

Back in 2007, General Motors asked anyone to create a video about the 2007 Chevy Tahoe only to learn that user-generated content need to be moderated.

Critics of the vehicle added text to their own “commercials” of the product.

Early Misses from Customer Care

United Breaks Guitars showed how social accounts expose issues in the organization.

Battle of Paid, Earned, Owned

PR Listening But Ad Buying Wins

Pitching Media to Buying Media

Blurring the lines of what a PR agency does

The rise of the media buyer in PR

The Chaos Is Real

New Models to Address It

Moving Beyond “The Pitch”

Evolution of PR Agency Skillsets STRATEGY + PLANNING

DESIGN + DEVELOPMENT

MULTIMEDIA CONTENT CREATION

COMMUNITY MANAGEMENT

INFLUENCER ENGAGEMENT

PAID MEDIA PLANNING +

BUYING

ANALYTICS + SEO

Rise of Real-Time Marketing

Importance of Real-Time

In a 2014 study from Evergage…

Agencies Responded

Mostly a Disaster Post 2013 Super Bowl

Real-Time Marketing Newsjacking

Your Brand

Newsjacking

On November 1 the Mayor Newark Cory Booker tweeted to one of his city’s residents who was “running out of hotpockets”

Hot Pockets responds with letter and 100s of coupons for free product for Newark residents.

Tweets: 3,022 Reach: 22 million

Total reach: 211.2 million

Twitter •  3,022 tweets •  22 million reach Online •  51 articles •  187.4 million reach

Broadcast •  13 shows •  1.8 million reach

The Integrated Campaign

Public Relations

Out of Home Ads

Print Ads Online

What’s the Future of PR?

¡  It’s definitely more than earned media

¡  It’s about being a strong marketing partner

¡  It’s demonstrating creative value for your clients

¡  It’s keeping up with not only PR trends but Marketing and Customer Care trends

The Hybrid Candidate

Thank you. Chris Baccus GolinHarris

Executive Director Digital @cbaccus