The Future of PR

January  2013  

DATA: FUTURe OF PR

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WAS: MeDiA MYOPIA

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Business and Trade Press Consumer-Facing Media

Focus: Customer Success/Consumer Experience Target: Marketing and Sales How companies are utilizing “Engagement Marketing” to

reach their customers & differentiate their Brand

The Role Company is playing in defining the web 2.0

Focus: Consumer Experience/Customer Success Target: Viral Consumer, female online consumer

How “Engagement Marketing” is helping consumers accomplish their online goals. Fueling a transition to

the 2nd Generation of the Web

NOW: MULTICHANNEL

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LinkedIn  Group  of  CMOs  

Blog/Site  

Events  and  

Webinars  

TwiGer  

Analysts  

Earned  Media  

Live  stream  events  

Surround  CMO’s  with  content  on  how  to  use  live  streaming  

Group  hosted  by  CMO  as  a  peer  to  peer  group  discussing  effecNve  use  of  video  in  markeNng  

Replicate  for  adverNsing,  PR  and  markeNng  agencies  at  center  

Apply  markeNng  automaNon  

“PR” IN “eNTRePReNeUR”

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! 20+  years  of  consumer/corporate/crisis/privacy/financial  and  M&A  PR  experience  in-­‐house  and  agency  

! Top  Ner  media  relaNons  experience  at  eBay  Inc.,  LinkedIn,  Ketchum    ! Local  print  and  broadcast  experience  at  eBay  Classifieds  Group,  

Ketchum  ! Digital,  social  media,  markeNng  automaNon  at  GSI  Commerce,  

LinkedIn,  eBay  Inc.,  Ketchum  w/Kodak  ! Global  and  internaNonal  agency  management  ! Founder  and  CEO  of  Tweetalicious  

! Built  Mosaic  MVP  –  product  market  fit  w/PR  ! Board  of  advisors  from  Nordstrom,  Skype,  Fashion                                                                      

InsNtute  of  Technology,  TheFind.com  and  Pet360.com  

VALUE to YOU

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! Understand  how  fast  growing  companies  and  brands  are  organized  around  the  new  model  for  PR    

! Heavy  spokesperson  experience  

! Crisis  communicaNons  experience  

! Experience  building  and  leading  small  &  large  teams  –  US  and  internaNonal  

! Product  and  program  level  knowledge  of  social  –  through    LinkedIn  and  Mosaic  

! An  integrated,  brand  communicaNons  approach  to  PR  through  

! Lots  of  failures  and  successes  you  can  learn  from  

! Entrepreneurs  approach  to  innovaNon  and  drive  growth:  Fail  fast.  Test,  fix,  expand  targets  

Future is now

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TAKING ON HP + AD FirM

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! Kodak InkJet printer: Center of the corporate turnaround

! Skunk  works  program  from  CMO/CEO  and  1  Ketchum  person  to  start  

! Team  to  50+  world  wide  

! Massive  integrated  program:  online,  adverNsing,  tech  PR,  consumer  PR,  POS,  employee  communicaNons,  IR  and  corporate  

! How  I  won  the  business  for  the  SF  office?  

•  Proved  with  data  that  YouTube/online  influenced  reporters  and  coverage  •  Took  ~$1  million  from  Ogilvy  for    Phase  I:  Online    

•  PR/Ketchum  led  messaging  and  strategy  from  there  

PR: BRAND FOR TALeNT

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DRIVE ENGAGEMENT

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Product MArket fit

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Why is this IMPORTANT?

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Is  this  really  PR?  

PR in LiNKeDiN BOD

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Reid SKiP

LeSLie

JeFF

DAViD

MiCHAeL

STANLeY

DAY 1: 15,000 UPDATES

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! Day  2:  30,000  updated  profiles  –  just  India  

! Press  coverage:  5  million+  impressions  

! Repeated  it  globally  in  every  country