PRSA NE Finnerty

Rochester Institute of Technology

J-SCHOOL TO BRAND U:IT’S ALL ABOUT STORYTELLINGBob Finnerty

Rochester Institute of Technology

J-SCHOOL TO BRAND U

Rochester Institute of Technology

J-SCHOOL TO BRAND U

Fourth Estate/ Decline in readership/ Decline in reporting/ Decline in resources

Dark side?/ Appetite for information/ Media is just a middle

man/ Direct news, publish

and produce

Rochester Institute of Technology

J-SCHOOL TO BRAND U

Want media? Be the media You are what you publish People want authenticity, not spin Participation, not propaganda “Press” release. No! it’s news for all Social media is a cocktail party Digital content = convergence of PR &

Marketing

Rochester Institute of Technology

J-SCHOOL TO BRAND U

RIT’s newsroom/ http://www.rit.edu/news

Rochester Institute of Technology

J-SCHOOL TO BRAND U

What is branding? Deeper than a logo or tagline• Perception (Think Harvard)• Personality (Think Nike)• Experience (Think Disney)• Enlightening (Think Apple)• Magnetic (Think Starbucks)• Storytelling (Think Chrysler’s “Imported from

Detroit”)• Show it, don’t tell it (Hmm. I heard this in the

newsroom)

Rochester Institute of Technology

J-SCHOOL TO BRAND U

RIT Brand Pillars Art & Technology Theory & Application Imagination & Rigor Perspective & Specialization Hobbyists & Professionals Quirky & Proud Inquisitive & Driven Problem Seekers

Rochester Institute of Technology

J-SCHOOL TO BRAND U

Rochester Institute of Technology

J-SCHOOL TO BRAND U

RIT-San Francisco case study/ PR: http://www.rit.edu/news/story.php?id=50872/ Marketing: http://www.rit.edu/news/magazine_sf.php/ Brand: https://www.rit.edu/alumni/news/sf_bay/

Rochester Institute of Technology

J-SCHOOL TO BRAND U

RIT-San Francisco case study

Rochester Institute of Technology

J-SCHOOL TO BRAND U

RIT-San Francisco case study/ Results

Readership: 105,000 circulation; 2,600 online and tablet views. Social Media ads:

o 27,000+ impressions, 300+ engagementso $480 total spend!

Apple VP sees homepage – wants to hire co-ops

Rochester Institute of Technology

J-SCHOOL TO BRAND U

RIT-San Francisco case study

Rochester Institute of Technology

J-SCHOOL TO BRAND U

Why does all this matter? Strong brands … Engage constituents in a richer experience. Build loyalty. Command generous support. Improve the user experience. Flourish in difficult times. Accelerate momentum.

Rochester Institute of Technology

J-SCHOOL TO BRAND U

You must speak and be well versed in 4 languages: Journalism Public relations Marketing Branding Don’t freak out. It’s what we love –

Storytelling!

Rochester Institute of Technology

Learn from a Shark:

/ “From the day you’re born, you’re branding yourself. You are what you eat. You are what you wear. You are what you drive. You can’t help yourself.” Daymond John

J-SCHOOL TO BRAND U

Rochester Institute of Technology

J-SCHOOL TO BRAND U

Content is King-Queen What is your story?

/ Content marketing: http://www.youtube.com/watch?v=9OHgMMpGLzk

A PR team driving the brand bus/ http://www.rit.edu

Tourists don’t flock to war zones: http://bit.ly/1A2wbOm

Rochester Institute of Technology

J-SCHOOL TO BRAND U

Final thoughts: Know your audience. Why should they care? Do your homework Show don’t tell; avoid the noise Product/experience before message Internal buy in – Custodian to CEO

Rochester Institute of Technology

J-SCHOOL TO BRAND U

Let’s discuss/ Convergence: Marketing &

Communications/ Blurred lines?/ PRSA and the AMA?/ Will PR be a subset of marketing?/ Marketing is the wind; PR is the sun