community engagement - how the public relations game has changed

@jonburgess

Digital Community Engagement

Jon Burgess

@jonburgess

WHAT IS BRAND?

@jonburgess

A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.“ - Wikipedia

CHALLENGE

1,000 of advertisements/messages Mass Media, Digital Media, Social

Media, Direct Marketing, Mobile, Word of Mouth

Competition, Innovation, Global Markets, New Ideas

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SO, HOW DO YOU RISE ABOVE?

Relationships = Brand

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1. Hand Shake

2. Hand Shake + Surrogates

{Communications, Aesthetics, People, Quality, Monetary Value, Intrinsic Value, Service

PRPublic Relations

Shift

Eye ball shift

Newspaper readership has plummeted TV is stagnant and divided among

thousands of “channels” As a result: reporters are gone and the

remaining ones overworked Relationships with media are almost

meaningless

Media Consumption Shift

Print Radio TV Internet Mobile0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

7%11%

43%

26%

10%

Target eye ball shift

Internet/Mobile

TV/Radio Print0

20

40

60

80

100

120

140

160

180

Legislative/publicBusinessInfluencers

Emphasis of target market

62%

5%

33%

BusinessInternet /

Mobile65%

Print15%

TV/Radio20%

Influencers

40%

10%

50%

Legislature / Public

Internet /Mobile

TV / Radio

Print

. . . reporters are gone and the remaining ones overworked. . .

we are left to create and distribute our

story Today’s world requires self distribution

targeted directly to the influencers and decision makers

And use of traditional media

Internet PR Channels

Additionally they are now promoted byo Google +o Twittero Facebooko LinkedIno YouTubeo Pinteresto Instagram

Articles and Storieso Websiteso Blogso News feedso Emailo Videoo Social Media

PR Feedback Loops

Website landing pages answer questions, solve problems, satisfy interests from promoted articles and PR

Email address access builds further lists for same subject/interest engagement

Social media allows interaction Direct communication channel is

established

How it worksEmail

News-

feed

Media Websit

es

Blogs

Content

Website Landing Pages

Journals / Newspape

rs(Print)

Social

Media

Interest Capture and List Development

Landing Page Appropriate response each

story“Ten ways Enterprise Zones provide business tax credits ”

Email address in form

Database

Com

munica

tion Tra

ck

Download

Download to

viewer

Content Process

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Marketing Process

INTEGRATED MARKETING

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@jonburgess

1. Positioning: is C-Level/Board Level

2. Top Down3. What is your value?4. Where is your niche?5. Who is also in your niche?

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1. Planning: is Management Level

2. Campaign Planning3. Communication Tracks4. Creative

Themes/Events/Message5. Budget

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1. Execute: Management/Task Level

2. This is where you DO.3. Hard Dates & Expectations4. People have tasks as part of

their job description

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1. Results?? Management/Task Level

2. Report back up the chain3. Think Measurements: ROI,

Clicks, Follows, List Growth, PR, etc.

4. ADJUST Positioning & Planning

Summary Public Relations has largely shifted to online

o Especially for organizations and in areas where media is fractured or weak

o Content must be developed without reporterso Conversations are directed to target audience (the

mass market is too wide and not affordable)o New technology is key to efficient distribution to

more targeted decision makerso Public perceptions, community awareness and

media influence is done directly to the recipients

THANK YOUJon Burgess M.B.A.Senior Digital Consultant

RedFusion Media, Inc.909-798-7092

Twitter: @jonburgessLinked In: @jonburgess

@jonburgess