The document discusses how the disciplines of public relations and marketing are continuing to merge. It notes that PR alone is no longer enough and that today's world calls for public engagement beyond paid and earned media. The document outlines the job experience of the speaker, including experience in marketing, communications, interaction design, and digital marketing. It discusses early missteps by PR and marketing firms in social media. It also covers the rise of real-time marketing and newsjacking, and how agencies have had to evolve their skillsets to address changing communications landscapes, including skills in areas like strategy, content creation, paid media, and analytics. The future of PR, according to the document, is about more than just earned media and demonstrating creative value as

1. How the Disciplines of PR and
Marketing Continue to Merge
April 12, 2014. PRSSA Conference
B L U R R E D
L I N E S

2. A Little About Me
CLIENT-SIDE MARKETING AGENCY PR AGENCY

4. More Than PR
“helps its clients move beyond old world corporate communications into new forms of
engagement via content sharing and employee story mining.“
“public relations alone is no longer enough.Today’s world calls for public engagement—a
Third Way for companies to communicate beyond paid and earned media.“
“We inspire.We incite.We shape ideas to move companies and organizations forward.We get
people thinking and acting in new ways so they connect with and advocate for your brand.
“Communications is changing. So are we.We have aligned our people, processes, technology
and training to help clients win in a complex, connected society.”

5. Job Experience
10+ years marketing and communications experience
Have delivered integrated marketing campaigns for clients
Advanced knowledge of interaction design, user-centered experience
design, brand development, digital marketing and the creative process
Knowledgeable of the intersection between earned, owned and paid media

6. “Never Hire a PR Firm”

7. Where It All Began

8. Social Media: PR vs Marketing

10. Where Social Media Is Managed

11. Early Misses from PR
In 2006, Edelman PR pretended to be road
tripping bloggers covering a blogger
adventure at several Walmart stores

12. Early Misses from Marketing
Back in 2007, General Motors asked anyone to
create a video about the 2007 Chevy Tahoe
only to learn that user-generated content need
to be moderated.
Critics of the vehicle added text to their own
“commercials” of the product.

13. Early Misses from Customer Care
United Breaks Guitars showed how
social accounts expose issues in the
organization.

14. Battle of Paid, Earned, Owned

15. PR Listening But Ad Buying Wins

16. Pitching Media to Buying Media
Blurring the lines of what a PR agency does
The rise of the media buyer in PR

17. The Chaos Is Real

18. New Models to Address It

19. Moving Beyond “The Pitch”

20. Evolution of PR Agency Skillsets
STRATEGY +
PLANNING
DESIGN +
DEVELOPMENT
MULTIMEDIA
CONTENT
CREATION
COMMUNITY
MANAGEMENT
INFLUENCER
ENGAGEMENT
PAID MEDIA
PLANNING +
BUYING
ANALYTICS
+ SEO

21. Rise of Real-Time Marketing

23. Importance of Real-Time
In a 2014 study
from Evergage…

24. Agencies Responded

25. Mostly a Disaster Post 2013 Super Bowl

26. Real-Time
Marketing
Newsjacking
Your
Brand

27. Newsjacking
On November 1 the
Mayor Newark Cory
Booker tweeted to one of
his city’s residents who
was “running out of
hotpockets”
Hot Pockets responds with letter and 100s of
coupons for free product for Newark residents.

28. Tweets: 3,022
Reach: 22 million

29. Total reach: 211.2 million
Twitter
• 3,022 tweets
• 22 million reach
Online
• 51 articles
• 187.4 million reach
Broadcast
• 13 shows
• 1.8 million reach

31. The Integrated Campaign

32. Public Relations
Out of Home Ads
Print AdsOnline

33. What’s the Future of PR?
¡ It’s definitely more than earned media
¡ It’s about being a strong marketing partner
¡ It’s demonstrating creative value for your clients
¡ It’s keeping up with not only PR trends but Marketing and
Customer Care trends

34. The Hybrid Candidate

35. Thank you.
Chris Baccus
GolinHarris
Executive Director Digital
@cbaccus