PR has an innovation problem. In this presentation, Heather Whaling (@prTini) shares tips and case studies to help PR people infuse tactics with creativity and innovation to generate better outcomes.

1. Innovating in a Social World
Heather Whaling • @prTini
heather@gebencommunication.com
prtini.com
next-generation PR:

3. 67%
10%
PR innovation is lagging
PR is highly innovative
Source: Holmes Report

4. Source: http://www.flickr.com/photos/86979666@N00/

5. 65%
50%
Brands participate in
influencer marketing
Influencers report being
paid for a sponsored
post/article

6. Source: flickr/com/photos/cristiano_betta

7. infuse
creativity:

8. GOAL:
• Launch iPad app
• Grow social footprint
• UGC for off-season

10. PRIZES:
Backyard redesign (via Pinterest)
$1000 to implement
Daily gift cards

11. Results
• 6,000+ website visits
• 150+ photos submitted
• 130 participants’ email addresses collected
• Facebook audience tripled
• #GrowInspired reached 60,000 people

12. Our Approach:
• 6 local Instagram-ers as
“RunFest Ambassadors”
• Promoted RunFest + shared
event photos
• Result: @cbusmarathon
had 300+ Instagram
followers within one
week of launching
Instagram case study: @cbusmarathon

13. Countdown to race day:
• Launched 2013 “Instagram
Ambassador” program 50
days prior to race day
• Ambassadors share weekly
training photos for
@cbusmarathon to regram
and share on the blog
• Result: 700 followers in 3
months
• Pittsburgh Marathon: 720
followers in the last year
• NYC Marathon: 445 followers
Instagram case study: @cbusmarathon

14. Source: http://www.flickr.com/photos/gperspective/

15. intent à trust

16. KEY QUALITIES
• peer-to-peer
• “buy and share”
• currency = trust
collaborative consumption

17. not just for hipsters …

18. PR Goals:
• Change perceptions
• Build collaboration
• Innovate best practices
• Educate
• DRIVE SALES

19. Content Buckets:
• Innovation in Action
• Relationship-driven Business
• Cleveland (Ohio) Rocks
• Paving the Way Through Leadership
• Madison: Up Close & Personal

20. Sparks Innovation Center:
Crowdsourced product
development

22. Results:
• Hundreds of submissions
• 17% company growth
• 37% new sales growth

23. add a layer of technology

24. media relations
• Tip: Create Twitter lists to
track key reporters
• Better targeting
• Access to reporters before,
during and after the
pitching process

25. amplify media
placements:

26. sponsorships

27. disclosures

28. disclosures + social media
60%
~60%
consult social media to
research investment
opportunities
consult press releases,
financial magazines &
websites
40%
investors under 40 consult
social media to research
investment opportunities
Source: Marketwired [client]

29. social disclosures
• SEC: Catching up to the market.
• Then: News releases + websites
• Now: Simultaneous disclosures across
social channels
– Identify who is shaping online discussions,
– Create opportunities for engagement measure
impact
– Measure impact

30. data-driven PR

31. Source: flickr/com/photos/gsfc

32. Timely infographics
• Mashable, Yahoo!
Sports, ESPN.com
• Increased traffic 360%
• Opened new doors in
sports vertical

33. Research & surveys
• Wall Street Journal,
Business Insider,
TechCrunch
• Established as
thought leader on
social disclosure

34. bridge the digital-physical divide

35. Meet Dave, @MVNUSID

36. case study Outback Uses Surprise & Delight to
Celebrate @MVNUSID’s Birthday

38. Surprise:
• $45 gift certificate for Dave
• Outback backpack
• 40 individually wrapped presents
for Dave to distribute
Amplification:
• 39 videos
• Jack Hanna on local TV
• Debbie Gibson on YouTube

39. tweet & go seek

40. crisis communication

41. decision making
Source: flickr/com/photos/crossprocess

42. A Labor Negotiations Case Study
• Union and COTA couldn’t reach an
agreement
• Red White & BOOM
• Massive power outages & extreme heat
• Social goal: Leverage social channels to
– Present facts
– Respond to questions
– Convey empathy
– Amplify community need

43. Preparation
• “Socialize” legal talking points
• Draft key messages, social responses
• Determine tone, aggressiveness &
positioning
• Clarify approval processes

44. prior to the strike

45. Facebook

46. Interaction on 10TV & ABC6 Facebook Pages
à
à
à
à

47. union re-votes, strike ends

48. COTA Updates

49. COTA Responds: Customer Service

50. Outcome?
Social media accelerated the labor
negotiation process and forced a faster
outcome.

51. • If you’re not quick, you’re not
relevant
• Perception is reality
• People expect near-immediate
responses
• Establish approval process BEFORE
crisis strikes
• Befriend the legal team

53. the new PR pro

54. @jasonfalls @petershankman @alizalicht @prsarahevans

55. Disrupt the status quo.
Build awareness.
Acquire customers.
Excel in the social world.
Increase sales.
Innovate best practices.
Heather Whaling • @prTini
heather@gebencommunication.com
subscribe: bit.ly/prTini