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© PRecious Communications 2016 1
Lars Voedisch
Principal Consultant
lars@preciouscomms.com
@larsv
Impact & Implications of Latest PR Trends & Developments in 2016
© PRecious Communications 2016 3
Key Trends for Communicators
SCOPE AND DEPTH
STORY AND CONTENT
TECH, DATA AND
ANALYTICS
SCOPE AND DEPTH Integration is key
• Value of paid media is more important now – how will
you amplify and complement your PR content?
• Increased emphasis on pro-active social media
engagement
• Strategic PR is connecting with sales, not fighting it
anymore
• Because digital is becoming ubiquitous, reputation is
more important than ever
• Authenticity is key and drives brand culture towards
humanization – audiences want to connect; look behind
the curtains
© PRecious Communications 2016 5
Focusing on the Why
© PRecious Communications 2016 6
People buy products not only for their function but how they feel and associate with the product, e.g. Apple – Simplicity Harley Davidson - Freedom
Only a coherent internal experience can deliver a coherent consumer experience
© PRecious Communications 2016 8
Content marketing is any marketing that involves the creation
and sharing of media and publishing content in
order to acquire and retain customers.
The type of content businesses share is closely related to what they
sell. However, the content's main focus is on the needs of the
prospect.
This information is consistently delivered and can be presented in a
variety of formats, including news, video, white papers, e-
books, infographics, email newsletters, case studies, podcasts, how-to
guides, question and answer articles, photos, blogs etc.
Source: Wikipedia
© PRecious Communications 2016 11
CONTENT MARKETING
Content marketing is any marketing that involves the creation
and sharing of media and publishing content in
order to acquire and retain customers.
The type of content businesses share is closely related to what they
sell. However, the content's main focus is on the needs of the
prospect.
This information is consistently delivered and can be presented in a
variety of formats, including news, video, white papers, e-
books, infographics, email newsletters, case studies, podcasts, how-to
guides, question and answer articles, photos, blogs etc.
Source: Wikipedia
© PRecious Communications 2016 12
CONTENT MARKETING
It’s about THEM, not you!
© PRecious Communications 2016 13
CONTENT MARKETING
Source: Reuse Marketing Campaign Content on Social Media
• Classic story telling techniques will remain – great stories will
shine
• Mega trend: Rising above the tidal wave of information density to
stand out.
- The amount of information on the web is expected to increase by
400% in the next four years.
• Visual content is more important than ever - videos, pictures,
graphics. Ideally, it has to be interactive
• Content will be personalized e.g Coca Cola’s Share Your Coke Campaign
© PRecious Communications 2016 14
STORY AND CONTENT Knowing WHY the message is getting shared
• What are you selling?
• What’s your ultimate PR objective, the end goal?
– The outcome
– The “So What” ?!
• Do you know where which
parts of your PR strategy
are targeting at?
• Are you optimizing vs. (re-
)targeting your efforts?
© PRecious Communications 2016 15
CONTENT MARKETING Content Lifecycles and Sales Funnel
© PRecious Communications 2016 17
https://www.facebook.com/sgministryofmanpower/videos/949811611734773/
© PRecious Communications 2016 18
https://www.youtube.com/watch?v=FbY5tJu7dk4
© PRecious Communications 2016 21
• Important to know your customer s needs, instead of just creating generic content
• If you know what your
customers are seeking from you in terms of the product or service you offer, you’re more than halfway there.
• Moving past the notion that PR people are purely
creatives - It requires a hyper analytical mind able to
quickly dissect products, competitors and markets.
• Have to adapt this new mobile and social web that is
global and real time
• Innovate – adopt digital technology & big data
strategies
© PRecious Communications 2016 23
SCIENCE, DATA AND ANALYTICS Embrace and implement
What are UTM codes, and why are they important?
• “UTM” stands for “Urchin tracking module.” Urchin Software
Corporation was acquired by Google in 2005, and their software laid
the groundwork for what we now know as Google Analytics.
• If you’re spending a lot of time in social media, you might be publishing hundreds of new links per day. UTM codes help you track
the performance of each of those links so you can see where your
traffic is coming from.
© PRecious Communications 2016 30
The 3 Essential Questions a UTM Link Can Answer
• A link should be able to help you answer some basic questions
about your web traffic:
1. Source: Where is the traffic coming from?
2. Medium: How is it getting to me?
3. Campaign: Why is it coming to me?
Essentially, UTM codes tell the story of how your traffic is coming to
you.
© PRecious Communications 2016 31
http://www.preciouscomms.com/blog/?utm_sourc
e=facebook&utm_medium=social&utm_campaig
n=trends
Is Press Release still relevant today?
Let’s look at the benefits of Press Releases
• Increased traffic from strategic keyword placement
• Page rank improvements from implied links
• Distribution and referral traffic across news outlets
• Fresh content for frequent indexing and authority potential
• Widespread exposure from social sharing activities
• Sourceable content for journalists and interested parties
© PRecious Communications 2016 34
Take a look at how a Nintendo press release drove 500,000 views in a single day
© PRecious Communications 2016 35
New Elements of a Strong Press Release
• How do I create a press release that drives traffic and increases
brand recognition?
The answer: By employing best practices per Google’s demand for high-quality content (links, multi-media)
Regardless of type, the essential elements of a strong press release
should work together to serve the purpose of providing the most
valuable experience a reader can have with your content.
© PRecious Communications 2016 36
© PRecious Communications 2016 37
Nintendo played on
the name of their
new VP of Sales,
joking about his
relation to their
popular character
Bowser. It not only
rendered it incredibly
relevant to video
game fans across the
globe, but also
journalists looking for
content with
substance.
© PRecious Communications 2016 38
Nintendo played on
the name of their
new VP of Sales,
joking about his
relation to their
popular character
Bowser. It not only
rendered it incredibly
relevant to video
game fans across the
globe, but also
journalists looking for
content with
substance.
© PRecious Communications 2016 39
In summary Why and for whom?
SCOPE AND DEPTH
STORY AND CONTENT
TECH, DATA AND
ANALYTICS
Why What How
© PRecious Communications 2016 40
STORY AND CONTENT Knowing WHY the message is getting shared
Kevin Spacey
https://www.youtube.com/watch?v=NJnP2wsgnoA
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