Adapt or Secede
It used to be so easy - have good media relations, and control the message around your client. And then the disruptors arrived - social media, bloggers, influencers, the FTC. Now, instead of sending pre-approved information to your media connections, communications have to be tailored to specific audiences, positive-only sentiment is out the window, and digital reach means the potential for crisis is always just a wrong tweet away. In this talk, we'll look at the following changes that the PR industry needs to implement to keep up: • Communication strategies that adapt to the latest Google algorithms; • The ethical pitch and partnership, where long term wins are valued over short-term gains; • The blurring lines between PR, marketing and advertising; • How to use influencers and unfiltered brand champions to react to a crisis. The PR industry is at a crossroads - making the right changes now will prepare you for these changes. Ignorance will simply see you secede to not only your competitors, but to those up-and-coming channels that are taking the attention online your clients crave but you can't deliver on. The decision is yours.
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Adapt or Secede
- 1. the future of PR isn’t tomorrow, it’s now Adapt or Secede @DannyBrownDanny Brown www.dannybrown.me
- 2. Dear @GiniDietrich, if @DannyBrown sucks during his #YouToo2014 talk we’re blaming you! @DannyBrownDanny Brown www.dannybrown.me
- 3. where everybody knew your name The good old days @DannyBrownDanny Brown www.dannybrown.me
- 7. Ignorance is bliss @DannyBrownDanny Brown www.dannybrown.me
- 8. Ignorance is bliss @DannyBrownDanny Brown www.dannybrown.me
- 9. The danger of Spin @DannyBrownDanny Brown www.dannybrown.me
- 16. So where now? @DannyBrownDanny Brown www.dannybrown.me
- 17. Get with the program @DannyBrownDanny Brown www.dannybrown.me
- 19. Language of content @DannyBrownDanny Brown www.dannybrown.me
- 28. @DannyBrownDanny Brown www.dannybrown.me Don’t hope. Just DO.
- 29. @DannyBrownDanny Brown www.dannybrown.me PR, Marketing, Advertising it’s getting blurry in here
- 30. @DannyBrownDanny Brown www.dannybrown.me “Advertising just wants to screw you; marketing will date you first; PR will pick up the pieces and advise it’s better to have lost and loved than never loved before.” Danny Brown
- 31. @DannyBrownDanny Brown www.dannybrown.me Driven by content
- 33. @DannyBrownDanny Brown www.dannybrown.me Ad or promo?
- 34. @DannyBrownDanny Brown www.dannybrown.me 1. Seamless 2. Relevant 3. Contextual
- 35. @DannyBrownDanny Brown www.dannybrown.me The medium are the people
- 37. @DannyBrownDanny Brown www.dannybrown.me Adapt to critics
- 39. @DannyBrownDanny Brown www.dannybrown.me Group think of fans
- 46. @DannyBrownDanny Brown www.dannybrown.me Be a penguin