#FuturePR Leading the change

A movement driven by employees of The Crowd &I

Identifying your strengths

Where are we now?

The changing media landscape has forced the PR profession to review and overhaul three fundamental areas:

1) People and their skill sets (shift towards specialism)

2) Core structure and elements of a PR campaign (introduction of the PESO model to PR)

3) The technology for campaign workflow (more sophisticated tech now needed to plan and track campaigns)

Today we’ll look at how #FuturePR campaigns will be structured and the need

for specialised skill sets

@Wadds’ provided an overview of PESO model

1 | 11/02/15

Media relations

Influencer relations

Brands as media

Community management

Social Business

Public relations roadmap

3 | 11/02/15

Public relations leads with earned

PESO ESOP

4 | 11/02/15

Key

Tactics Skills

Media type

5 | 11/02/15

Change and opportunity

Advocacy Editorial engagement Influencer management Media relations Planning Creative Content Editorial relations Measurement

Earned

6 | 11/02/15

Social, because sharing is caring

Conversation Crowdsourcing Mentions Retweets Reviews Sharing Planning Creative Content Community management Measurement

Shared

7 | 11/02/15

Make your own media

Apps Emails Blogs Brochures Newsletters Web sites Planning Creative Build Content Media buying Measurement

Owned

8 | 11/02/15

Media isn’t charity, get over it

Advertorial Banners Display Endorsements Native advertising Pay per click Planning Creative Content Media buying Measurement

Paid

9 | 11/02/15

The integrated opportunity

Always-on Amplification Images and video Tools

New space

Earned

Shared Owned

Paid

10 | 11/02/15

More complex, more opportunity

Broad knowledge

Deep expertise in a specialism

11 | 11/02/15

•  Existing best practice public relations frameworks cover all forms of media

•  Wake up and smell the opportunity; other disciplines are

•  New agency models and workflow

•  Competency framework to address skills, and roadmap for practitioners

•  Third-party tools

•  Case studies and awards that demonstrate best practice

Critical issues

PAID

@mattcaines gave an overview of the rising trend of sponsored content at The Guardian

Sponsored)content:))the)good,)the)bad)and)the)details)

Ma#hew'Caines'@ma#caines'

Readers'of'the'New'York'Times'were'spending''roughly'the'same'amount'of'9me'on'ad:sponsored'posts'as'on'news'

stories''(2014)'

'25%'more'consumers'looked'at'sponsored'ar9cles'than'display'ads''

(Moz)''

Na9ve'ads'produced'an'18%'liH'in'purchase'intent'and'a''9%'liH'for'brand'affinity'responses''

(Moz)''

Na9ve'adver9sing'spending'in'the'US'is'expected'to'increase'from'$1.3bn'in'2013'to'$9.4bn'in'2018'

"Ads%are%baked%into%content%like%chocolate%chips%into%a%%cookie.%Except,%it’s%actually%more%like%raisins%into%a%cookie.%Because%nobody%f***ing%wants%them%there"%

@thecrowdandi gave top tips on how to identify your

individual PR strengths in this changing landscape

1. Monitor your own excitement

2. Carve out a new role. Experiment

3. Understand when you are unique

4. Describe your strengths creatively

Passionate Dedicated

PerfectionistHardworking

Tweet us at @_FuturePR

Leading the change

#FuturePR: A movement driven by employees of The Crowd &I