What can the PR industry learn from Kung Fu Panda?

WHAT CAN THE PR INDUSTRY LEARN FROM KUNG FU PANDA?

Ben ShipleyManaging Director, Spectrum Group

Hong Kong 2016@benshipley

Our clients are under more pressure than ever to show the

impact of their function at a business level

Competition for marketing budget is increasing at a faster rate than

the budgets themselves

PR agencies are lucky if they capture five percent of those

marketing dollars.

SO WHAT CAN THE PR INDUSTRY LEARN FROM KUNG FU PANDA?

IF ALL THAT YOU DO IS WHAT YOU CAN,

YOU WILL NEVER BE MORE THAN WHAT

YOU ARE RIGHT NOW

We all need to worry less about what “PR” is.

We all need to question whether the structures in our agencies hold

us back from change

Embrace your forebears

“I’ve never found a satisfactoryphrase that describes what I do.”

Ivy Lee

BE THEDRAGON

WARRIOR

“PR builds brands, advertising maintains them”

Geoff Ross

Media, advertising and digital agencies are co-opting PR language

to explain the future of marketing

LEAD THE TEAM

Consider how you work with the agencies that have traditionally made up the mix, as well as the newer players in the ecosystem

BECOME A MASTER OF CHI

2016 will see an increase of at least 8% in spend on data-driven marketing across both B2B and B2C companies

Winterberry Research

A single unified measure of PR exists , and it has existed all along

CREATEYOUR OWNSTYLE

Creativity is more in demand now than it has ever been

Selling creativity is more difficult than dreaming it up

FIND INNER PEACE

Complexity does not equal value

Use impact as your guide

MASTER NEW TECHNIQUES

Nobody likes a press release

TAKE ON THE BIG GUYS AND WIN

You need to invest in video

BE NICE, EVENWHEN THINGS GET AWKWARD

We work in a small and well connected industry

LEARNING NEVER STOPS

Be curious about your clients, your learned colleagues and the shiny new stuff

QUESTIONS?

THANKS

[email protected] @benshipley