Phil’s (@PhilGomes) successful career in the communications field is characterized by his passionate interest in technology, media, and emerging forms of communication. In his role with Edelman Digital he is responsible for crafting the online engagement policies and standards for the agency and its clients, as well as serving as an educator and counselor with regard to online communities. To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

1. The Convergence of PR and Advertising
Phil Gomes
SVP, Edelman Digital
phil.gomes@edelman.com
@philgomes

2. This presentation has been certified 100%
Oreo-free by the Sandwich Cookie
Liberation Front.

3. This is the part where I tell you that I went to
school, got a job, got another job, started
writing about social media (which my boss
hated enough to dock me in my performance
review that year), went independent, and then
joined Edelman. I went to school again.
Dropped out. Went to school again a second
time and got an MBA. I worked with lots and
lots of clients and basically did a ton of stuff
over the past 17 years that brought us to today.

4. A borrowed definition by way
of creative anachronism

5. Hey, girl… I’m a hot date.
How ‘bout it?
Definition: Direct Marketing

6. Hey, girl… My friend Ryan is a hot date… My friend
Ryan is a hot date… My friend Ryan is a hot date…
My friend Ryan is a hot date… My friend Ryan is a
hot date… My friend Ryan is a hot date… My friend
Ryan is a hot date… My friend Ryan is a hot date…
My friend Ryan is a hot date… My friend Ryan is a
hot date… My friend Ryan is a hot date… My friend
Ryan is a hot date… My friend Ryan is a hot date …
Definition: Advertising

7. I’ve been hearing that Ryan
Gosling is a hot date…
Definition: Public Relations

8. Hey, Ryan… I hear you’re
a hot date. How ‘bout it?
Definition: Branding

12. Part One’s Lesson:
The media tour and the advent of PR
as a marketing discipline have the
same origin more than 60 years ago.
Advertising led creative. Public
relations brought it to life.

15. Inter-agency Team:
• Edelman – Public Relations
• Ogilvy & Mather – Advertising
• Mindshare – Media

16. Global Internal Whitepaper Finds…
• Only 2% of women would
describe themselves as
“beautiful”
• 2/3 of women thought that the
media set a false beauty standard

17. Part Two’s Lesson:
In a true inter-agency
environment, advertising no longer has
the presumption of program/creative
leadership.
The discipline that brings the idea and the
insights does.

21. Whuuuuuuu?

22. Winner
Round 1 Web as Presentation Advertising
Round 2 Web as Conversation PR
Round 3 Web as… ?

23. Here’s what I do know…

25. Don’t
Ten or more
know, 2% Once (1), 4%
times (10+), 6%
Six to Nine
times (6-9), 8%
Twice (2), 22%
Four or Five
times (4 - 5), 26%
3-5 times
59%
Three times (3), 33%

26. When an organization is NOT trusted When an organization is trusted
57% will believe
negative information
after hearing it 1-2 times
51%
will believe
positive information
will believe positive after hearing it 1-2 times
15%
information after 25%
hearing it 1-2 times
will believe negative information
after hearing it 1-2 times

28. PR as amplification Advertising as
mechanism for amplification
advertising mechanism for PR

31. Key Forces
Scarcity has given way to hyper-
abundance
Few companies will replace the
analog dollars with digital
subscriptions (NYT did…)
Automated buying exchanges are
driving down the prices
Economics matter

32. The Point of Convergence: Paid Content
Distribution

33. Paid Content Syndication

34. Paid content syndication resembles advertorials.
It’s the in-stream distribution of branded content.

35. Pros Cons
Years of benchmark data Starts with a trust deficit
100% control of the content Requires an editorial mindset
Easy for the reader to delineate Easy to skip or miss
Write once, use many times Can be jarring to the reader
Can be adjusted as needed Needs to be kept fresh

36. Paid Content Integration

37. Paid content integration closely resembles product
placement. The brand is woven into the storyline.

38. Pros Cons
Hard to miss Needs to be hand crafted
Can be simple Can be expensive
Huge diversity of options Lack of accepted standards
Room to innovate Harder to measure ROI
Can spur social distribution Potential for backlash (if done wrong)

39. Paid Content Co-Creation

40. Paid content co-creation resembles a stadium
sponsorship. It funds editorial, research & events.

41. Pros Cons
More like a media buy Can be expensive
Client has directional oversight No daily say in editorial
Diverse options - e.g. events, research Lines get blurry with commerce
Large pool of media partners Sometimes distanced from editorial
Can start with a trust surplus More of a commitment

42. Final thoughts…

43. Don’t fixate so much on who
‘owns’ ‘social media.’”
Focus instead on how online
communities affect your work.

44. Strategic Implications
1.Think like a media company
• Have a content vs a message mindset
• Use content to solidify trusted relationships
between company/audience
• Instill “brand journalists” in teams; bring
different skill sets closer together

45. 2. Act like a media company
Always be in beta: take a 20-80
approach, start with two week tests
Create memorable characters and story lines
Think about creating content experiences vs
one-offs

46. 3. Partner like a media company
Don't just buy what the media is selling, see
what's not there, bring them ideas
Integrate several different partnerships together;
snap it together like Legos
Use partnerships to hook paid and owned, but
always be thinking earned/social

48. The Convergence of PR and Advertising
Phil Gomes
SVP, Edelman Digital
phil.gomes@edelman.com
@philgomes