the future of pr
TRANSCRIPT
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