In a world of integrated marketing, the PR pro has an opportunity to step up and take on a larger role than they have in the past. The question then lies in who will actually take ownership of this opportunity and do something about it?

1. What Does Integrated Marketing Mean to
Today’s (and Tomorrow’s) PR Professional?
PRSA Professional Development Day
October 28, 2014
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2. 2
“There is a gap between an old world of public relations
and a new one that must be addressed because jobs that
were more about media relations are now taking on a role of
content creation and content marketing, which is more
difficult to do.”
- Christopher Graves, Global Chairman of Ogilvy PR
http://www.nytimes.com/2014/10/22/business/media/pr-groups-soul-searching-leads-to-shifts-in-strategy-.html?src=recg

3. 3
The integrated marketing
structure*
(*not realistic)
Points of Impact
Digital
Marketing
CRM
Engagement
Planning
Media/
Search
Analytics
Public
Relations/
Social
Promotion/
Packaging
Advertising
*Source: Cramer-Krasselt

4. 4
The actual integrated
marketing structure
Brand
Digital
Marketing
CRM
Social Media
Media/
Search
Analytics
Public
Relations
Promotion/
Packaging
Advertising
*Source: Cramer-Krasselt

5. 5
How integrated marketing really
works

6. 6
The promise of integration is
rarely fulfilled

7. 7
Swim Lanes Are Easy

8. 8
Even if they don’t really reflect reality

9. 9
Integration is Hard

10. 10
“68% of the respondents put integrated marketing
communications ahead of “effective advertising,” when they
were asked what the most important thing is that they want
from an agency. Integration is also among the top reasons
that marketers dismiss an agency and look for a new one,
and it is a pivotal factor in selecting a particular agency in a
pitch.”
- Forbes, 2013
Forbes study of 1,850 CMOs conducted in November 2013
(http://www.forbes.com/sites/avidan/2013/12/04/ten-great-agencies-of-2013/)

11. “All forms of media are converging and we will
need to continue leveraging paid to amplify our
owned, earned and social efforts.”
- Kevin King, global practice chair at Edelman Digital
“We’re moving into a different space. The vision is to
be the most complete communications company in
the world. Somebody’s got to be able to put it all
together.”
- Dave Senay, president and chief executive at
FleishmanHillard
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"More than ever we're seeing a blurring of the lines
and clearly the ownership between paid, owned and
earned.
- Gail Heimann, president at Weber Shandwick
“We’re reorganizing around the areas that are
important to our clients, areas that are not
perceived as strengths in public relations: strategy,
creativity, technology, analytics.”
- Fred Cook, president and chief executive at Golin

12. 12
Great Opportunity

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• “We never get the budgets that we
need”
• “They just don’t ‘get’ PR”
• “We always get brought in at the last
minute”
• “You can’t measure PR the same as
advertising”
• “We don’t have a seat at the table”

14. 14
“The PR business is in need of disruptive change and none
of this generation are even willing to try.”
- Rick Rice…in 2012
http://rtrviews.com/
http://dannybrown.me/2012/10/18/a-lack-of-real-vision-is-stalling-the-pr-industry/

15. 15
PR can (and should be) the multi-channel
quarterback

16. 16
You understand the news agenda

17. 17
You understand the average person’s complaints about
marketing and advertising

18. 18
You should be the one advocating for more doing and
less shouting

19. 19
You should be the one asking the tough questions

20. 20
You should be the one calling bullshit on the marketing
techniques we all hate

21. 21
You, maybe more than anyone else in the organization,
are best equipped to be the public’s liaison

22. 22
OK, that’s all well and good, but
how do I get started?

23. You have to be the change
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1. Find out what your brand’s business goals and objectives are
(hint: “sell more stuff” isn’t an objective)
2. Learn how you (and PR) fits into those objectives
3. Understand your customer’s entire journey with your brand
4. Identify a mentor NOT in the PR industry
5. Take a class/attend an event/join an org outside of PR
6. Measure the impact of your PR activities without using the words
“hits” or “impressions”

24. 24
What’s the business objective?

25. 25
Know your role
Channel Role
TV Drive mass awareness
Radio Geo-targeted, specific CTAs
Digital Reinforce messaging
Media Relations Seed credibility
Social Media Customer Service
Website Capture leads
Events Demonstrate proof points

26. Take the journey
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27. 27
Get a mentor You
Digital
Marketing
CRM
Social Media
Media/
Search
Analytics
Public
Relations
Promotion/
Packaging
Advertising

28. 28
Extend your professional
development

29. How did you
extend the reach
of another piece
of the marketing
pie?
How did your
efforts impact
the brand’s
reputation?
How did PR help
make you more
efficient?
What kind of
web traffic did
the media
coverage drive?
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Demonstrate your impact in
terms others care about

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In a world of integrated marketing, big data and marketing
automation, PR has to be the one to advocate for the customer.
To strive for mutual benefit.
To be honest with the client/boss when no one else will.
To talk about people – not targets, clicks, and impressions.
To insist on slowing down, on using small data, on scaling back.

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PR has the opportunity to save marketing from itself.

32. Thank you
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Steve Radick
• VP, Director of Public Relations at Brunner
• www.steveradick.com
• www.twitter.com/sradick
• www.brunnerworks.com