the future of pr

The Future of PRThe Future is Now!

armentdietrich.com @ginidietrich spinsucks.com

Bones Gini

38 Years

13 Years

4 Years

3 Years

100MM in 9 Months

1 B Downloads in 9 Months

QuickTime™ and aH.264 decompressor

are needed to see this picture.

Communicators

Lead Generators

Policy Creators

Agents for Change

Silo Busters

Search Experts

Content Creators

Relationship Developers

Reputation Managers

Issues Managers

Crisis Communicators

Metric Masters

Hyper-Targeted Media and Blogger Relations

Content Marketing + Search Engine Optimization

Issues and Crisis Management

Metrics

Bloggers and PR Pros Get Along Well

(yeah, right…)

Understand the blogger’s goal(s)

The Blogger Manifesto

The Blogger Manifesto

Research, research, oh and, research!

The Blogger Manifesto

PR doesn’t control the story; the writer does

The Blogger Manifesto

Spam sucks…and so do mass emails

The Blogger Manifesto

Bloggers are passionate about their work

The Blogger Manifesto

Know who you’re pitching, what they write about, and about their community

Hyper-Targeted Media and Blogger Relations

Content Marketing + Search Engine Optimization

Issues and Crisis Management

Metrics

Use content to generate leads

Use a blog to create community and build thought leadership

Use an eBook to determine a prospect’s real interest

Use calls-to-action to motivate people to want to buy from you

Hyper-Targeted Media and Blogger Relations

Content Marketing + Search Engine Optimization

Issues and Crisis Management

Metrics

You used to write a crisis communication plan and it would be shoved into a drawer

until you reviewed it a year later

Counsel to go public on an issue before it becomes a crisis

Monitor the web for the red flags that indicate an issue is brewing

Minimize collateral damage when someone with a megaphone starts a grassroots effort against

you

Become trusted and empowered to speak on the organization’s behalf through the social networks

Hyper-Targeted Media and Blogger Relations

Content Marketing + Search Engine Optimization

Issues and Crisis Management

Metrics

Marketing Spend+

Expensesx

Desired ROI

Team Salaries+

Benefitsx

Desired ROI

OR

$100,000+

$20,000x

5:1=

$600,000 Goal

$600,000 Goal-

$100,000 Budget-

$20,000 Expenses=

$480,000 Profit

Time to Lead

It’s time to provide clients or bosses with advice on how to communicate in the new landscape

Time to Lead

Know how to use all of the media types: Paid, shared, owned, and earned

Time to Lead

Stop thinking about ourselves as non-creative types

Time to Lead

Understand data and use it to drive our decisions

Time to Lead

Be willing to experiment and take risk

Time to Lead

And, for heaven’s sakes, measure our efforts to real business goals

The Future is Now!armentdietrich.com @ginidietrich spinsucks.com