Our Head of PR & Social Laura Crimmons takes a look at how PR has changed in recent years in particular due to the rise in social media usage and makes some predictions for how it might continue to change in the future.

1. Laura Crimmons
Head of PR & Social

2. PR
MediaPublic
Press Releases
Events/Launches
Boozy Lunches
etc
Newspaper / Magazine articles
The old model
(pre social media)

4. PR
MediaPublic
The new model
Social Media
Blog posts
etc
Newspaper / Magazine articles

5. So where are we
going next?

6. It’s a 24 hour
news cycle
‘Always on’
is on
everyone’s
minds

9. Everything has a hashtag now…
And the hashtag becomes the campaign name

10. In a crowded online world, sparks of creativity
are more important than ever

11. If people
wouldn’t talk
about your
campaign here…

12. They won’t talk about it here…

13. Or here…

14. And money (Ads) won’t change that –
paid promotion can help something get seen and talked
about but it can’t make it worth talking about

15. So do the pub
test.

16. Campaigns need more people around the table –
videographers, designers, ad men, statisticians

17. Ad campaigns are becoming PR campaigns

21. “PR is becoming the glue in a lot of integrated
campaigns. Does it matter that we don’t create
the idea? One of the things we do is make
someone else’s ideas even better. We can come up
with the great idea, and we can make other
people’s campaigns better. But clients are
interested in integration.”
- Michael Frohlich, Ogilvy UK Chief Executive

22. We might need to
learn new skills

23. Working together is key

24. Campaigns need more layers

26. We’re in a time where curiosity wins

28. We need to keep an eye on new technologies –
but use them only when relevant

29. But we
shouldn’t
just wish for
the best –
we need to
know
something’s
going to
work

30. Tools will only get you so far

31. People want to interact with people – brand
personality has never been more important

32. Storytelling
is key
NOT
content for
content’s
sake

33. Paid media is finding its place in PR

34. RIP
AVE

35. RIP
AVE
(Thank
God)

36. So what replaces it?

37. Barcelona Principles
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. AVEs are not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement

38. Working with statisticians helps
us work smarter and prove our
worth

39. Focus on Outcomes NOT Outputs
Outputs:
Press Releases
Coverage
Links
Tweets/FB posts
Outcomes:
Increase in sales
Increase in brand
awareness

40. Focus on Outcomes NOT Outputs
Outputs:
Press Releases
Coverage
Links
Tweets/FB posts
Outcomes:
Increase in sales
Increase in brand
awareness
Outcomes have real business impact (on the
bottom line), outputs do not.

41. Barcelona Principles
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. AVEs are not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement

42. The future?
Traditional media
Bloggers
Vloggers
Events
Launches
Social
Insatgram stars
Celeb endorsements

44. Let’s jump in!

45. @jeremyvessey

46. Thanks!
Laura Crimmons
Head of PR & Social, Branded3
@lauracrimmons
laura.crimmons@branded3.com