Laura CrimmonsHead of PR & Social

PR

MediaPublic

Press ReleasesEvents/Launches

Boozy Lunchesetc

Newspaper / Magazine articles

The old model(pre social media)

PR

MediaPublic

The new model

Social MediaBlog posts

etc

Newspaper / Magazine articles

So where are we going next?

It’s a 24 hour news cycle

‘Always on’is on

everyone’s minds

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

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

If people wouldn’t talk

about your campaign here…

They won’t talk about it here…

Or here…

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

So do the pub test.

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

Ad campaigns are becoming PR campaigns

“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

We might need to learn new skills

Working together is key

Campaigns need more layers

We’re in a time where curiosity wins

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

But we shouldn’t

just wish for the best –

we need to know

something’s going to

work

Tools will only get you so far

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

Storytelling is key

NOT content for

content’s sake

Paid media is finding its place in PR

RIP

AVE

RIP

AVE

(Thank God)

So what replaces it?

Barcelona Principles1. Importance of Goal Setting and Measurement2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs3. The Effect on Business Results Can and Should Be Measured Where Possible4. Media Measurement Requires Quantity and Quality5. AVEs are not the Value of Public Relations6. Social Media Can and Should be Measured7. Transparency and Replicability are Paramount to Sound Measurement

Working with statisticians helps us work smarter and prove our worth

Focus on Outcomes NOT Outputs

Outputs:Press Releases

CoverageLinks

Tweets/FB posts

Outcomes:Increase in sales

Increase in brand awareness

Focus on Outcomes NOT Outputs

Outputs:Press Releases

CoverageLinks

Tweets/FB posts

Outcomes:Increase in sales

Increase in brand awareness

Outcomes have real business impact (on the bottom line), outputs do not.

Barcelona Principles1. Importance of Goal Setting and Measurement2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs3. The Effect on Business Results Can and Should Be Measured Where Possible4. Media Measurement Requires Quantity and Quality5. AVEs are not the Value of Public Relations6. Social Media Can and Should be Measured7. Transparency and Replicability are Paramount to Sound Measurement

The future?Traditional media

BloggersVloggers

EventsLaunches

SocialInsatgram stars

Celeb endorsements

Let’s jump in!

@jeremyvessey

Thanks!

Laura Crimmons

Head of PR & Social, Branded3

@lauracrimmons

laura.crimmons@branded3.com