what can the pr industry learn from kung fu panda?
TRANSCRIPT
WHAT CAN THE PR INDUSTRY LEARN FROM KUNG FU PANDA?
Ben ShipleyManaging Director, Spectrum Group
Hong Kong 2016@benshipley
Our clients are under more pressure than ever to show the
impact of their function at a business level
Competition for marketing budget is increasing at a faster rate than
the budgets themselves
PR agencies are lucky if they capture five percent of those
marketing dollars.
SO WHAT CAN THE PR INDUSTRY LEARN FROM KUNG FU PANDA?
IF ALL THAT YOU DO IS WHAT YOU CAN,
YOU WILL NEVER BE MORE THAN WHAT
YOU ARE RIGHT NOW
We all need to worry less about what “PR” is.
We all need to question whether the structures in our agencies hold
us back from change
Embrace your forebears
“I’ve never found a satisfactoryphrase that describes what I do.”
Ivy Lee
BE THEDRAGON
WARRIOR
“PR builds brands, advertising maintains them”
Geoff Ross
Media, advertising and digital agencies are co-opting PR language
to explain the future of marketing
LEAD THE TEAM
Consider how you work with the agencies that have traditionally made up the mix, as well as the newer players in the ecosystem
BECOME A MASTER OF CHI
2016 will see an increase of at least 8% in spend on data-driven marketing across both B2B and B2C companies
Winterberry Research
A single unified measure of PR exists , and it has existed all along
CREATEYOUR OWNSTYLE
Creativity is more in demand now than it has ever been
Selling creativity is more difficult than dreaming it up
FIND INNER PEACE
Complexity does not equal value
Use impact as your guide
MASTER NEW TECHNIQUES
Nobody likes a press release
TAKE ON THE BIG GUYS AND WIN
You need to invest in video
BE NICE, EVENWHEN THINGS GET AWKWARD
We work in a small and well connected industry
LEARNING NEVER STOPS
Be curious about your clients, your learned colleagues and the shiny new stuff
QUESTIONS?
