IS TRADITIONAL PR DEAD? BLENDING TRADITIONAL AND DIGITAL TO DRIVE BRAND VISIBILITY AND CLIENT BUSINESS OBJECTIVES Name of Deceased PUBLIC RELATIONS Cause of Death GOOGLE Place of Death THE INTERNET Date of death AUGUST 2013 NAR Meeting | October 9, 2013
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Is Traditional Public Relations Dead? Blending Traditional Public Relations and Digital Marketing to Drive Brand Visibility and Objectives
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.
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IS TRADITIONAL PR DEAD?BLENDING TRADITIONAL AND DIGITAL TO DRIVE BRAND
VISIBILITY AND CLIENT BUSINESS OBJECTIVES
Nam
e of D
eceased
PU
BLIC
RE
LAT
ION
S
Cau
se of D
eath
GO
OG
LE
Place o
f Death
TH
E IN
TE
RN
ET
Date o
f death
AU
GU
ST 20
13
NAR Meeting | October 9, 2013
@robinlybarger @michaeljbarber#WPINAR2013 2
DISCLAIMERS1. 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
@robinlybarger @michaeljbarber#WPINAR2013 3
HELLO
ROBIN LYBARGERVICE PRESIDENTPR + SOCIAL MEDIA
• Leads team of 7 PR strategists and coordinators
• Mountain runner
• 3 awesome kids
MICHAEL BARBERDIRECTOR OF DIGITAL STRATEGY
• Leads a blended team of strategists, producers, and devs
• Donut aficionado & plane nerd
• Two dogs & a wife
#WPINAR2013 / @COHNMARKETING 4
OUR TEAM
#WPINAR2013 / @COHNMARKETING 5
TODAY’S PLAN1. 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