3 Key Ingredients to PR Success
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All you need to know about Strategy, Technology, and Talent. Berghs School of Communications and Mynewsdesk present three crucial areas to succeed in PR: 1. Strategy 2. Technology 3. The Future Check out the findings from our latest global study, the state of digital PR, which covered eight markets and gathered insights from over 2,500 communicators.
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3 Key Ingredients to PR Success
- 1. 3 KEY INGREDIENTS TO PR SUCCESS All you need to know about Strategy, Tech and Talent. THE DIGITAL PR REVOLUTION
- 2. Who are we? Jonathan Bean Chief Marketing Officer Mynewsdesk Camilla Wallander CEO Berghs School of Communications
- 3. ImPRessions Avoidance. Confusion. Hybrids. THE DIGITAL PR REVOLUTION
- 4. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016
- 5. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 “You can't force your way into the prospect's mind. Advertising is perceived as an imposition, an unwelcome intruder who needs to be resisted. The harder the sell, the harder the wind blows, the harder the prospect resists the sales message. Al Ries - 2002
- 6. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016
- 7. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016
- 8. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Interruptions irritate “39,7% of the population state ‘to watch without commercial breaks’ as a reason to seek out streaming services…” TNS-Sifo - 2015
- 9. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016
- 10. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 We avoid advertising when technology and money make it possible. © MYNEWSDESK 2016
- 11. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 A Dead-End Street? The audience with the means can pay for advertising-free content. Less fortunate viewers, however, will remain as a commercial audience. Advertisers, therefore, risk paying to reach people who may not be the ideal consumer. SOM-institutet - 2014
- 12. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Think PR ”CP+B wants to think more like a PR agency than a traditional ad agency. Why? Because PR is typically better than advertising at really manipulating popular culture…and popular culture is currency.”
- 13. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 A seismic shift: Intrusive vs. engaging communications THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016
- 14. THE DIGITAL PR REVOLUTION Global study sets stage for the digital PR revolution. Are you ready for it? THE DIGITAL PR REVOLUTION
- 15. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 First comprehensive global study on Digital PR • 2,500 PR professionals • Primarily managers and directors • Eight countries • Working in local, regional and global PR • Over 17 industries
- 16. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Strategy Chapter THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 The Strategy
- 17. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 The challenges facing communicators The greatest challenges expected by PR professionals over the next 12 months include: 62% 58% 59% 51% Lack of resources/funds Finding the right measures/metrics to evaluate work results Lack of time to try new strategies/ technologies Limited internal skills/competencies
- 18. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 What do you see as the biggest obstacles? Resources Strategy Management Funding Knowledge Competence Communication Reach MediaSales Clients Skills Technology Channels Content ROI Team Organization Money Technical Measure Focus Budget
- 19. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 How effective do you consider your efforts in Digital PR? Not at all effective - 5% Slightly effective – 19% Moderately effective – 40% Very effective – 26% Highly effective – 10%
- 20. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 The positions in digital PR The starters 58% DoingsomeaspectsofdigitalPR,buthaven’tyet startedtomakeitaprocess(26%) TryingtocreateacohesivedigitalPRstrategyand measurementplanbutfinditchallenging(32%). The achievers 10% AchievingsuccesswithourdigitalPRby successfullyimplementing,measuringand aligningouractivitiestobusinessobjectives. The challengers 32% Seeing early success of our PR strategy and becoming more sophisticated in publishing, distributing and measuring our digital communications.
- 21. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 What makes an effective PR professional? NO YES 63% of effective PR professionals say ‘Yes’ 80% of ineffective PR professionals say ‘No’ Do you have a documented digital PR strategy within your organization?
- 22. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 How to craft a digital PR strategy? Define audience Develop distribution Create editorial Determine goalsUse data Establish measurement
- 23. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Technology Chapter THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 The Technology
- 24. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Poor use of tech Almost half (49.5%) say their organization does not use technology effectively. Question: Do you feel your organization uses technology effectively within PR & Communications? NO 49.46% YES 40.96% Don’t know – 9,58%
- 25. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Opportunities for future growth Over 85% agree or strongly agree that the focus on technology and digital PR will increase significantly. Respond to the following statement: The focus on technology and digital PR will increase significantly in my organization within the next five years. STRONGLY AGREE 39.7% AGREE 45.7% NEUTRAL 11.6% Strongly disagree- 1.5% Disagree – 1.3%
- 26. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Investments being made in digital technology Good news as 60% of respondents say senior management invests in digital technology Question: Does senior management support investments in digital technology within PR & Communications? NO 49.46% YES 40.96% Don’t know – 18.3% NO 21.6% YES 60.1%
- 27. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Top 6 tools used by over 50% of communicators Analytic tools E-mail marketing services Social media management solutions Video and image creative tools Media monitoring services News and information distribution systems 71% 63% 62% 57% 53% 52%
- 28. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 How to know what to invest in • Identify what tool categories would be most helpful. • Audit what you use now and identify gaps (or opportunities). • Identify providers and costs of those tools. © MYNEWSDESK 2016
- 29. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 How to secure buy-in • Make a business case for investments in digital solutions. • Connect to relevant measurement categories. • Demonstrate how the tools are necessary to achieve your PR strategy. © MYNEWSDESK 2016
- 30. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Talent & the Future
- 31. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Overview of key areas Increased stakeholder reach because of technology. Better PR education with closer collaboration with other disciplines. Increased role of personalized comms.Greater control and oversight of messages because of tech. 89,14% 85,16% 83,08%81,60% 78,75% Increased role for PR in achieving organizational objectives.
- 32. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Future challenges Organizations will need more people and all on team must be better qualified. • Over half say limited internal skills/competencies is the greatest future challenge. • Almost 90% think they’ll need to change the composition of roles/expertise in their department. • More than one-quarter say they prefer to recruit new talent to gain necessary skills. • 46.2% expect their in-house digital PR team to be bigger in five years.
- 33. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Skills needed Five most frequently cited words about how the job will evolve:
- 34. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 How to grow existing team and find qualified new recruits • Combine marketing, comms & business (86% agree). • Develop cross-disciplinary skills to thrive in an integrated team. • Equip young professionals with real-life work experience (73% want closer collaboration). • Recruit new talent, trained and prepared, from PR schools.
- 35. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 People are the central resource to creating and executing any digital PR strategy. The team is the future of PR.
- 36. THE DIGITAL PR REVOLUTION © MYNEWSDESK 2016 Three e-books to help you learn Subscribe today to ensure you don’t miss them. http://bit.ly/digitalPRrev • What are your peers doing? • How can you improve your own digital PR efforts?