TOCA Webinar 070715 FNL

advertising / public relations / communications

The Strategic Importance of PR July 9, 2015


More About Mel


Agenda

•  5 W’s of PR

•  Today’s PR model o  Owned o  Paid o  Shared o  Earned

•  Measuring the value of PR

•  Starting your PR program


Defining PR: The Old Model

•  Get in the newspaper!

•  Company announcements

•  Crisis communication

•  Think about it only when you want it or need it


Defining PR: 5 W’s

Who •  Agency, Corporate Comm, Global

Comm, External Relations

What •  Publicity, Company News

When •  Product Launch, Company

Announcements

Where •  Newspaper, TV, Radio

Why •  Someone asked for it


Defining PR: The New Model

•  Integrations between PR, media and interactive

•  Helps accomplish specific business objectives

•  Strategically deployed when you need it, but also maintained year-round

•  Focused on creating an experience


Defining PR: 5 W’s

Who •  You, Your Customers

What •  Create Connections, Tell Stories

When •  Year-Round, 24/7

Where •  Social Media, Traditional Outlets

Why •  To educate, sell something, inform,

change opinions, etc.


Make News, Not Ads


Elf Yourself


The New PR Model


Today’s PR

Our objectives = your business objectives

•  4 P’s are still alive and well

•  Measured beyond AVEs

•  Creativity and content are king

•  Happening in real time, all the time



The New PR Model


The New PR Funnel


Owned Media


Owned Media

Create a solar system of owned media

•  Content you control

•  Fully-owned or partially-owned

•  Extends your brand's presence beyond your website

•  Ability to communicate directly with customers who want to engage with your brand long-term


SpaceX


Allstate


Starbucks


Paid Media


Paid Media

Paid media is not dead, but it is evolving

•  No other type of media has the same immediacy and scale

•  However, no longer the foundation and more of a catalyst

•  Use at key periods to drive more engagement (i.e. Q4 holidays)


Black Friday


Doughnut Day


Earned Media


Earned Media

Earned media is the result of brand behavior

•  When executed well = word-of-mouth

•  Respond to the good and bad

•  Still supported by “traditional” PR


Star Wars Night


Play with Oreo


Honey Maid “This is Wholesome”


Earned Media vs. Shared Media

•  Many PR practitioners are measuring both

•  Shared has the benefit of customers working for you

•  Shared only happens when people believe in / are passionate about the stories you are telling -  Authenticity = important


Measuring the Value of PR



•  AVEs are dead

•  Measure based on business objectives and goals

•  Goals are shared: what you want to see and what you need to see



Barcelona Principles:

•  Goal setting + management = key

•  Measure quality and quantity

•  AVE’s = awful

•  Measure social media

•  Measure outcomes vs. results

•  Measure against business objectives

•  Results must be transparent and replicable


The Strategic Importance of PR


Building a New PR Program

1.  Ask around

2.  Research (!!)

3.  Integrate PR into your marketing initiatives

4.  Set goals / objectives

5.  Get. Started.


Questions & Answers

TOCA Webinar 070715 FNL

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