Online PR expert Stella Bayles delves into her 15 years experience of PR, SEO and digital marketing to highlight Public Relation's new competitors. This SlideShare reveals how PR can compete by automating processes, protect budget through better measurement & tap into new budgets. This presentation featured at the 2017 PRSA International conference in Boston, USA.

1. How to Protect and Grow Your PR
Budget in a Digital Comms Playground
@StellaBayles

2. Who is Stella?
@CoverageBooks
@StellaBayles

3. Objectives?
•Protect and grow your PR budget
@StellaBayles

4. Agenda
1. The changed landscape
2. Who are the new players?
3. What will give you the digital edge?
4. Protect your budget with ROI
5. Unlock new communications budgets
@StellaBayles

5. 1. Understand the
changed landscape
@StellaBayles

6. The old way…
@StellaBayles

7. Now
Old way
@StellaBayles

8. @StellaBayles

9. 2. Know The Players
@StellaBayles

10. Search
marketers
Blogger relations
Social strategists
Online PR
Content marketers
Outreach
Link builders
Paid
strategists
SEO
Public Relations
Influencer marketing
Social seeding
Social contentSearch strategists
@StellaBayles

11. confidential
New player reports…
@StellaBayles

12. 3. The digital edge
@StellaBayles

13. Automation
@StellaBayles

14. PR
@StellaBayles

15. There isn’t enough time…
@StellaBayles

16. ‘Stress over lack of time
contributes to anxiety and
insomnia’
National Academy of Sciences, found time saving compared with material
purchases increased happiness by reducing feelings of time stress.
Source: BBC
@StellaBayles

17. 1. Review your PR workflow
2. highlight tasks that require a human brain
3. Dig into detail of task
4. Search for appropriate technology
How do you automate PR?
@StellaBayles

18. Take 5 minutes to consider
your workflow….
@StellaBayles

19. Automation: less admin, more qualitative
work
• Insight
• Forecast
• Creative
• Relationships
• Measurement
• Coverage monitoring
• Spreadsheet updates
• Screen-grabs, copy &
pasting
• Coverage reports
vs.
@StellaBayles

20. Peter McIntyre, Account Manager, Edelman London
We needed time to learn.
We put technology to the test.
One tool helped cut a global report
from 5 hours to 60 minutes!
Everyone now has time for reading/
training each week
@StellaBayles

21. Gisele Navarro - Head of Outreach at NeoMam Studios
Since automating, we managed to
free up big chunks of our time that
we can now spend on
relationship building once a
campaign has been closed.
@StellaBayles

22. Heather Hansen, Director of Communications, Stanford Graduate School of Business
Since automating screenshots, we
now have more time for
collaboration with rest of business
such as the social team.
@StellaBayles

23. me! ex-PR director, Propellent, UK
Automating reports and updates to
media lists meant that each team
member had an additional day per
week.
They all took on a new client each
with no additional work hours of
stress.
@StellaBayles

25. More time for
evaluation
@StellaBayles

26. 4. Protect your budget
with ROI
@StellaBayles

27. Search
marketers
Blogger relations
Social strategists
Online PR
Content marketers
Outreach
Link builders
Paid
strategists
SEO
Public Relations
Influencer marketing
Social seeding
Social contentSearch strategists
@StellaBayles

28. Competitor measurement
confidential
@StellaBayles

29. Awareness
Consideration
Commitment
Experience
Loyalty
Advocacy
What happens next?
Awareness
@StellaBayles

30. PR reports - what are you proving?
700 Million unique users
@StellaBayles

31. Prove engagement
@StellaBayles

32. Prove engagement
@StellaBayles

34. or……AnswerTheClient.com
FREE!
@StellaBayles

35. Links have more power..
@StellaBayles

36. @StellaBayles

37. homes.com
Links increase SEO
@StellaBayles

38. Targeted traffic = $$
5 - 10 million
@StellaBayles

39. Become familiar with analytics…
@StellaBayles

40. Talk business.
Not just PR business
@StellaBayles

41. @StellaBayles
5. Grow your budget in
new areas

42. Search
marketers
Blogger relations
Social seeding
Online PR
Content marketers
Outreach
Link builders
Paid
strategists
SEO
Public Relations
Influencer marketing
Social seeding
Social contentSearch strategists
@StellaBayles

43. Search
marketers
Blogger relations
Social seeding
Online PR
Content marketers
Outreach
Link builders
Paid
strategists
SEO
Public Relations
Influencer marketing
Social seeding
Social contentSearch strategists
@StellaBayles

44. SEO
Budgets
SEO
$20k-70k
per month
SEO budget opportunity
@StellaBayles

45. How today’s SEO budgets are split
Structure Content Authority
Genuine social
sharing of relevant
and/or
recommendable
content
Earned links from
authoritative sites to your
relevant and/or
recommendable content
Content that
ensures you’re
relevant to searches
Solid technical
foundations
@StellaBayles
PR!

46. “We are issuing this RFP in order to appoint a
supplier to assist in our natural search rankings
through innovative and ethical offsite SEO
techniques”
“We are issuing this RFP in order to appoint an agency to
increase our visibility on Google through creative PR and
influencer campaigns”
or
This is just online PR
A real example….
@StellaBayles

47. Link
building
Budgets
SEO
$20k-70k
per month
Your second budget
@StellaBayles

48. Next steps….
1.Create more time through tech automation
2. Talk business not just PR business in measurement
3. Go for new digital marketing budgets
@StellaBayles

49. Thank you…. have a gift
@StellaBayles
Free copy of ‘Public Relations Digital Resolution’
http://bit.ly/PRSAIconStella
$23.99