Published on February 28, 2014
WHAT’S UP AND COMING: EXPLORING THE NEW FRONTIERS OF PR Presented by Peter McFeely 24 February 2014 1
THE OLD FRONTIERS OF COMMUNICATIONS… PUBLIC RELATIONS MARKETING ADVERTISING Each discipline had a distinctive character and purpose 3
DECISION MAKING JOURNEYS HAVE CHANGED Decision making journeys used to be linear with distinctive touchpoints… Now, journeys are more varied and less direct – as a result, disciplines are becoming less distinctive 4
TRANSFORMATION OF COMMUNICATIONS The frontiers have communications have been transformed by the emergence of DIGITAL AND SOCIAL MEDIA 5
TRANSFORMATION OF COMMUNICATIONS All disciplines compete for a slice of the digital pie PR, marketing and advertising have been brought CLOSER TOGETHER 6
TRANSFORMATION OF COMMUNICATIONS Once they came closer together, disciplines began to compete with each other Now, the most important thing to communicate is VALUE TO THE CUSTOMER The most important factor is MESSAGING There is now a lot of overlap and everyone specializes in COMMUNICATIONS 7
WHAT ENVIRONMENT ARE WE OPERATING IN? 8
THE ALWAYS-ON SOCIETY 9
WHAT ENVIRONMENT ARE WE OPERATING IN? Internet isn’t new anymore THE INTERNET IS NOT NEW 10
THREE KEY TRENDS IN 2014 11
SOCIETY IS TAKING BACK THE INTERNET - Communications are about social behaviour not social networks - All services are trying to leverage social functions for advocacy and peer recommendations, to create awareness and preference - Focus must be on consumer motivations before the tools with which they can be engaged 12
TAILOR-MADE EXPERIENCES - Tracking of behaviour and peer groups is driving a personalisation of the online experience - On one hand, this creates a richer, more relevant experience for the user and a more targetted audience for the brand - On the other hand, it limits user experience and constricts information flow 13
LONG-FORM MAKES A COMEBACK - Information overload is causing an overall decrease in attention span - Short-form platforms take advantage of and intensify the behaviour - However, as users spend more time online they become more discerning in what they consume and more willing to spend time with content they are engaged with 14
WHAT DOES IT MEAN FOR THE COMMUNICATIONS PROFESSIONAL? 15
CREATE CONTENT PEOPLE WANT TO CONSUME - We must create things that our target audience genuinely want to consume Aim for business impact not virality Retain clear ownership of the content Communicate your message clearly – show the customer what value you are bringing to them VS. 16
ACTIVATE ACROSS MULTIPLE CHANNELS - Wage multiple attacks on the social fortress - Drive tangible actions from online engagement - Content marketing must reflect the decision making journey - Don’t think of PR in isolation – act as a 21st century communicator 17
@mcfeelyp www.linkedin.com/in/petermcfeely THANK YOU © 2014 Waggener Edstrom Communications All Rights Reserved. 18
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