PR and marketing professionals who want to learn more about what their peers have to say – and more importantly, how they can improve their digital PR programs – will benefit from seeing this research conducted by Mynewsdesk in cooperation with Berghs School of Communication.

1. PREKLAM
Avoidance, confusion, hybrids
THE DIGITAL PR REVOLUTION

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“You can't force your way into the prospect's mind.
Advertising is perceived as an imposition, an unwelcome
intruder who needs to be resisted. The harder the sell, the
harder the wind blows, the harder the prospect resists the
sales message.
Al Ries - 2002

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Avbrott irriterar
”Hela 39,7% av befolkningen anger ”att
titta utan reklamavbrott” som ett skäl till
att man söker sig till strömmade
tjänster…”
TNS-Sifo - 2015

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Vi undviker reklam när
teknik och plånbok tillåter.
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Återvändsgränd?
Resursstark publik kan betala för
reklamfritt innehåll.
Tittare med sämre ekonomi blir kvar som
kommersiell publik.
Annonsörer riskerar alltså att betala för
att nå dem som inte har råd att betala för
erbjudandet.
SOM-institutet - 2014

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Tänka PR
”CP+B wants to think more like a PR
agency than a traditional ad agency.
Why? Because PR is typically better than
advertising at really manipulating
popular culture…and popular culture is
currency.”

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Djup förändring
Involverande vs.avbrytande
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Global study sets stage for the digital PR
revolution. Are you ready for it?
THE DIGITAL PR REVOLUTION

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First comprehensive global
study on Digital PR
• 2,500 PR professionals
• Primarily managers and directors
• Eight countries
• Working in local, regional and global PR
• Over 17 industries

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Strategy Chapter
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The
Strategy

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The challenges facing
communicators
The greatest challenges expected by PR
professionals over the next 12 months include:
62%
58%
59%
51%
Lack of resources/funds
Finding the right measures/metrics
to evaluate work results
Lack of time to try new strategies/
technologies
Limited internal skills/competencies

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What do you see as the biggest obstacles?
Resources
Strategy
Management
Funding
Knowledge
Competence Communication Reach MediaSales
Clients
Skills Technology
Channels
Content
ROI
Team Organization
Money
Technical
Measure
Focus
Budget

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How effective do you consider
your efforts in Digital PR?
Not at all effective - 5%
Slightly effective – 19%
Moderately effective – 40%
Very effective – 26%
Highly effective – 10%

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The positions in digital PR
The starters 58%
DoingsomeaspectsofdigitalPR,buthaven’tyet
startedtomakeitaprocess(26%)
TryingtocreateacohesivedigitalPRstrategyand
measurementplanbutfinditchallenging(32%).
The achievers 10%
AchievingsuccesswithourdigitalPRby
successfullyimplementing,measuringand
aligningouractivitiestobusinessobjectives.
The challengers 32%
Seeing early success of our PR
strategy and becoming more
sophisticated in publishing,
distributing and measuring
our digital communications.

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What makes an effective
PR professional?
NO
YES
Effective PR professionals say... Ineffective PR professionals say...
Do you have a documented digital PR strategy within your organization?

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How to craft a digital PR strategy?
Define audience
Develop distribution
Create editorial
Determine goalsUse data
Establish measurement

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Technology Chapter
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The
Technology

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Poor use of tech
Almost half (49.5%) say their organization
does not use technology effectively.
Question: Do you feel your organization uses
technology effectively within PR &
Communications?
NO
49.46%
YES
40.96%
Don’t know – 9,58%

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Opportunities for
future growth
Over 85% agree or strongly agree that the
focus on technology and digital PR will
increase significantly.
Respond to the following statement: The focus on
technology and digital PR will increase significantly
in my organization within the next five years.
STRONGLY
AGREE
39.7% AGREE
45.7%
NEUTRAL
11.6%
Strongly disagree- 1.5% Disagree – 1.3%

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Investments
being made in
digital technology
Good news as 60% of respondents say
senior management invests in digital
technology
Question: Does senior management support
investments in digital technology within PR &
Communications?
NO
49.46%
YES
40.96%
Don’t know – 18.3%
NO
21.6%
YES
60.1%

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Top 6 tools used by over 50% of communicators
Analytic tools E-mail marketing
services
Social media
management solutions
Video and image
creative tools
Media monitoring
services
News and information
distribution systems
71% 63% 62% 57% 53% 52%

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How to know what
to invest in
• Identify what tool categories would be most helpful.
• Audit what you use now and identify gaps (or
opportunities).
• Identify providers and costs of those tools.
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How to secure buy-in
• Make a business case for investments in digital solutions.
• Connect to relevant measurement categories.
• Demonstrate how the tools are necessary to achieve your PR
strategy.
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The
Future

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Overview of key areas
Increased stakeholder reach because of
technology.
Better PR education with closer collaboration with
other disciplines.
Increased role of personalized comms.Greater control and oversight of messages
because of tech.
89,14%
85,16%
83,08%81,60%
78,75%
Increased role for PR in achieving organizational
objectives.

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Future challenges
Organizations will need more people and all on team must be better qualified.
• Over half say limited internal skills/competencies is the greatest future challenge.
• Almost 90% think they’ll need to change the composition of roles/expertise in their department.
• More than one-quarter say they prefer to recruit new talent to gain necessary skills.
• 46.2% expect their in-house digital PR team to be bigger in five years.

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Skills needed
Five most frequently cited words about how the job will evolve:
Strategic Analytical Complex Creative Challenging
63% 51% 43% 40% 36%

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How to grow existing team and
find qualified new recruits
• Combine marketing, comms & business (86% agree).
• Develop cross-disciplinary skills to thrive in an integrated team.
• Equip young professionals with real-life work experience (73% want closer collaboration).
• Recruit new talent, trained and prepared, from PR schools.

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People are the central resource to creating
and executing any digital PR strategy.
The team is the future of PR.

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Three e-books to
help you learn
Subscribe today to ensure you don’t miss
them. http://bit.ly/digitalPRrev
• What are your peers doing?
• How can you improve your own digital PR efforts?