the evolution of pr in the digital age

The Evolution of PR in the Digital Age

Shannon McGuirk

@shannonmcguirk_

#MKGO

Let’s go back in time…

I looked like this...

...And PR looked like this

PR looked like this...

Since then, A LOT has happened.

The Evolution of Digital PR

1995

1996

1997

1999

2001

2003

2004

2005

2006

2006

2007

2009

#PRREQUEST

2010

2011

2011

2012

2013

An industry worth $12.5billion.

2014

2015

“Brands are continuing to evolve in their handling of

digital communications, with more expectation being

heaped on their PR agencies.”

Danny Whatmough, Head of Social at Weber Shandwick, and Chairman of the PRCA Digital Group.

2016

We’re moving forward.

Digital PR has arrived.

What is Digital PR?

“Digital PR is a tactic used by brands to increase their online presence, through building relationships with key content

writers and online journalists to gain 'press hits', or citations, and most importantly high

quality backlinks.”

Source

In real terms...

Source

CSR

PR & Journalism

Digital PR is... Social Media

Paid Media

Crisis Management

Content Marketing

Reviews EmailMarketing

Influencer Relations

UX/ Web Content

Digital PR =

Brand awareness

Higher rankings through links

Opinion change

Behaviour change

Behaviour change Sales

What unites these?

And...

What was integral to every step on the timeline?

CONTENT

Content used in Digital PR

Content comes in all shapes and sizes.

Infographics.

Interactives.

Interviews.

By-lined articles.

Comments.

Animations.

Great content can get links.

(but they’re not promised!)

Great content can get links

(but they’re not promised!)

National Proposal Day

Results

Great content can get links

(but they’re not promised!)

This was a pain to build

But it meant we had the skeleton to build this...

So off we went to digital PR the life out of it...

Results

We can even populate the template again in the future.

So, what?

(I know you’re thinking it)

Content really is king.

Make your content work harder.

Make your content sustainable.

Make your content newsworthy.

Big brands are creating great content too.

Big brands are creating great content too.

Results

Results

Why did these pieces work so well?

They resonate with the audience.

Digital PR Challenges

#1 Nothing in life comes for free

But, some links do.

Build great content*

*I’ll let Hannah & Mark explain how...

#2 Influencer relations

Get to know your target media.

REALLY WELL.

Friendly stalking is a good thing.

Personalise your outreach.

#3 A lack of resource

56%

of communications professionals are expected to produce more content with less budget in 2016.

Exhaust all angles.

Roundtable

Animation / videos

A Survey =Infographic

Advertorial

Reactive newsjacking

Email campaign content

Media outreach

Social media posts

Broadcast days

Media meetings

In Summary...

Key points

● Digital PR has arrived● It will continue to evolve...● Integral to efficient & effective comms ● Content is king ● Rise to the challenge

The future is digital.

Thank you!Shannon.mcguirk@aira.net

@shannonmcguirk_