is traditional public relations dead? blending traditional public relations and digital marketing to...

IS TRADITIONAL PR DEAD?BLENDING TRADITIONAL AND DIGITAL TO DRIVE BRAND

VISIBILITY AND CLIENT BUSINESS OBJECTIVES

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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

5.Choosing the right partner

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THE LANDSCAPE

#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 7

#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 8

#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 9

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THE PERCEPTION

INDUSTRY NARRATIVES

#WPINAR2013 / @COHNMARKETING 12

THE PERCEPTION

PUBLIC NARRATIVES

#WPINAR2013 / @COHNMARKETING 13

THE PERCEPTION

NEW DIRECTIONS

SOURCE: THE NEW YORK TIMES

#WPINAR2013 / @COHNMARKETING 14

THE DEATH OF THE FUNNEL

SOURCE: GOOGLE

#WPINAR2013 / @COHNMARKETING 15

THE STIMULUS HAS TO BE GOOD

SOURCE: FAST COMPANY

“This year, the average consumer will see or hear 1 million marketing messages - that’s almost 3,000 per day.”

#WPINAR2013 / @COHNMARKETING 16

MEDIA CONVERGENCESOURCE: ALTIMETER GROUP

#WPINAR2013 / @COHNMARKETING 17

THE PERCEPTION

CONVERGED MEDIA

#WPINAR2013 / @COHNMARKETING 18

THE PERCEPTION

CONVERGED MEDIA PLATFORMS BECOME THE NEWS

#WPINAR2013 / @COHNMARKETING 19

GOOGLE’S HUMMINGBIRD CHANGES THE GAME

The rise of the [not provided]

Values conversational search over keywords

Optimized for the mobile

#WPINAR2013 / @COHNMARKETING 20

UBIQUITOUSLY CONNECTED

50 billion connected devices connected by 2020

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THE IMPACT ON NEWS & CONSUMPTION

#WPINAR2013 / @COHNMARKETING 22

JOURNALISM EVOLVES

1. 24% reduction over the past 10 years

2. 46% of U.S. public gets news online

3. Increase in credibility of online information

4. Decrease in confidence of traditional media every year

5. 1980: one PR person for every journalist

6. 2013: three PR pros for every journalist

7. Social sources become the norm

#WPINAR2013 / @COHNMARKETING 23

LOCAL VS NATIONAL NEWS

#WPINAR2013 / @COHNMARKETING 24

QUANTITY VS QUALITY NEWS

#WPINAR2013 / @COHNMARKETING 25

PAID CONTENT ACCELERATES

Paid content syndication

Paid content integration

Paid content co-creation

#WPINAR2013 / @COHNMARKETING 26

CONSUMPTION SHIFTSSOURCE: HTTP://WWW.SLIDESHARE.NET/MARISAGALLAGHER1/THIS-IS-CNN-NEXT

#WPINAR2013 / @COHNMARKETING 27

SOCIAL IMPACT ON NEWS ON NE

#WPINAR2013 / @COHNMARKETING 28

SOCIAL IMPACT ON NEWS ON NE

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LEVERAGING THE TRENDS FOR OUR TEAM & CLIENTS

#WPINAR2013 / @COHNMARKETING 30

THE REALITYPRACTITIONERS TO STORYTELLERS

Moving away from more traditional PR elements (press releases) to integrated storytellers

Storytelling requires integration & skill beyond our traditional PR practitioners’ knowledge.

#WPINAR2013 / @COHNMARKETING 31

THE REALITY

MODERN STORYTELLING REQUIRES MORE

“Liquid and linked”Platform and device agnosticCustomer-centricTargeted“Help, over hype”

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SHARED CONTENT WORKS ACROSS THE AGENCY

PRMessaging strategy Thought leadership

Media relationsSocial content

NewslettersAnnual reports

White papersEventsVideo

ImagesAudio

DigitalContent strategyWeb (agnostic)SMS AppEmailDigital mediaSocial techWebinars

#WPINAR2013 / @COHNMARKETING 33

VALUTEXT

80 million social & news mentions

WSJ, NY Times, Mashable, Forbes & more

5,000 opt-in consumers within 30 days

Rolled out to Latin America

Sold May 2013

#WPINAR2013 / @COHNMARKETING 34

CHARTER SCHOOL CAPITAL

50% response rate to webinars

Established executives as thought leaders

$5 million in attributable revenue

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NEED A PARTNER?

#WPINAR2013 / @COHNMARKETING 36#WPINAR2013 / @COHNMARKETING

THE MUST HAVES FOR A PR PARTNER

1. Trustworthy

2. Solution centric vs. skill set centric

3. High get-it factor combined with common sense

4. Creative and personable

5. Strong writing skills

6. Understands how PR integrates across channels

QUESTIONS?

CONNECT WITH COHN

ROBIN LYBARGER

MICHAEL BARBER

2881 N. SPEER BLVD.

DENVER, CO 80211

WWW.COHNMARKETING.COM

@COHNMARKETING

FACEBOOK.COM/COHNMARKETING

THANK YOU.