What Does Integrated Marketing Mean to Today’s (and Tomorrow’s) PR Professional?

PRSA Professional Development DayOctober 28, 2014

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“There is a gap between an old world of public relations

and a new one that must be addressed because jobs that

were more about media relations are now taking on a role of

content creation and content marketing, which is more

difficult to do.”

- Christopher Graves, Global Chairman of Ogilvy PR

http://www.nytimes.com/2014/10/22/business/media/pr-groups-soul-searching-leads-to-shifts-in-strategy-.html?src=recg

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The integrated marketing

structure*

(*not realistic)

Points of Impact

DigitalMarketing

CRM

EngagementPlanning

Media/Search

Analytics

PublicRelations/

Social

Promotion/Packaging

Advertising

*Source: Cramer-Krasselt

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The actual integrated

marketing structureBrand

DigitalMarketing

CRM

Social Media

Media/Search

Analytics

PublicRelations

Promotion/Packaging

Advertising

*Source: Cramer-Krasselt

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How integrated marketing really

works

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The promise of integration is

rarely fulfilled

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Swim Lanes Are Easy

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Even if they don’t really reflect reality

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Integration is Hard

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“68% of the respondents put integrated marketing

communications ahead of “effective advertising,” when they

were asked what the most important thing is that they want

from an agency. Integration is also among the top reasons

that marketers dismiss an agency and look for a new one,

and it is a pivotal factor in selecting a particular agency in a

pitch.”

- Forbes, 2013

Forbes study of 1,850 CMOs conducted in November 2013

(http://www.forbes.com/sites/avidan/2013/12/04/ten-great-agencies-of-2013/)

“All forms of media are converging and we will need to continue leveraging paid to amplify our owned, earned and social efforts.”

- Kevin King, global practice chair at Edelman Digital

“We’re moving into a different space. The vision is to be the most complete communications company in the world. Somebody’s got to be able to put it all together.”

- Dave Senay, president and chief executive at FleishmanHillard

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"More than ever we're seeing a blurring of the lines and clearly the ownership between paid, owned and earned.

- Gail Heimann, president at Weber Shandwick

“We’re reorganizing around the areas that are important to our clients, areas that are not perceived as strengths in public relations: strategy, creativity, technology, analytics.”

- Fred Cook, president and chief executive at Golin

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Great Opportunity

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• “We never get the budgets that we

need”

• “They just don’t ‘get’ PR”

• “We always get brought in at the last

minute”

• “You can’t measure PR the same as

advertising”

• “We don’t have a seat at the table”

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“The PR business is in need of disruptive change and none

of this generation are even willing to try.”

- Rick Rice…in 2012

http://rtrviews.com/

http://dannybrown.me/2012/10/18/a-lack-of-real-vision-is-stalling-the-pr-industry/

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PR can (and should be) the multi-channel quarterback

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You understand the news agenda

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You understand the average person’s complaints about

marketing and advertising

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You should be the one advocating for more doing and

less shouting

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You should be the one asking the tough questions

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You should be the one calling bullshit on the marketing

techniques we all hate

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You, maybe more than anyone else in the organization,

are best equipped to be the public’s liaison

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OK, that’s all well and good, but

how do I get started?

You have to be the change

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1. Find out what your brand’s business goals and objectives are

(hint: “sell more stuff” isn’t an objective)

2. Learn how you (and PR) fits into those objectives

3. Understand your customer’s entire journey with your brand

4. Identify a mentor NOT in the PR industry

5. Take a class/attend an event/join an org outside of PR

6. Measure the impact of your PR activities without using the words

“hits” or “impressions”

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What’s the business objective?

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Know your role

Channel Role

TV Drive mass awareness

Radio Geo-targeted, specific CTAs

Digital Reinforce messaging

Media Relations Seed credibility

Social Media Customer Service

Website Capture leads

Events Demonstrate proof points

Take the journey

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Get a mentor You

DigitalMarketing

CRM

Social Media

Media/Search

Analytics

PublicRelations

Promotion/Packaging

Advertising

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Extend your professional

development

How did you extend the reach of another piece of the marketing

pie?

How did PR help make you more

efficient?

How did your efforts impact

the brand’s reputation?

What kind of web traffic did

the media coverage drive?

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Demonstrate your impact in

terms others care about

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In a world of integrated marketing, big data and marketing

automation, PR has to be the one to advocate for the customer.

To strive for mutual benefit.

To be honest with the client/boss when no one else will.

To talk about people – not targets, clicks, and impressions.

To insist on slowing down, on using small data, on scaling back.

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PR has the opportunity to save marketing from itself.

Thank you

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Steve Radick

• VP, Director of Public Relations at Brunner

• www.steveradick.com

• www.twitter.com/sradick

• www.brunnerworks.com