2015 PRSA Tri-State Conference Slides: Thinking Differently About PR

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Thinking Differently About PRPRSA Tri-State Conference 2015October 20th, 2015New York University

PRESENTED BY SPECIAL THANKS

WIFINetwork: nyuguestUsername: guest1Password: kpoleapf

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PRSA Tri-State Conference 2015October 20th, 2015New York University

PRESENTED BY

Joseph P. Truncale, Ph.D.,CAECEO, PRSA

How Are PRSA and Public Relations Succeeding in 2015

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Industry Outlook Strong:Top 10 industries due to sector growth and revenue production

Jobs for PR managers to increase by 16% and for specialists by 22% through 2020Fastest growth in Southwest, Southeast, Northern California – You don’t have to live in NY

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Ever-Evolving Role

Then Now

60-second news cycle

Think like a journalist, publicist, CEO, CMO

Analytics obsessed/ROI

Act as a lead discipline

24-hr news cycle

Think like a journalist

Measurement challenges

Seat at the table

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A Lead Discipline

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How to Drive the Business

The explosion of mobile technology has elevated the concept of contextual relevance in digital marketing; mobile users now expect businesses to provide contextually relevant online resources that

inform, entertain, or resolve. In short, SoLoMo has shifted power to the consumers, and they know it.

Heightened Role in the Strategic Process

• Business acumen – C Suite• View business through a multidisciplinary lens• Prove the ROI through data and analytics

Demonstrate Leadership Competencies

Integrated Marketing Communications(Paid/Earned/Shared/Owned)

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Integrated Marketing Communications

Contextual relevance - businesses are expected to provide contextually relevant online resources that inform, entertain, or resolve

Paid, Earned, Shared, Owned

• 70% say companies work in silos

• Only 30% are using Integrated Marketing through cross-functional teams

PRSA Looking Toward 2020 and Beyond

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By The Numbers…

22,000+ Members in 110 Chapters

11,000+ Students in 347 Chapters

10 Districts, 14 Professional Interest Sections

76 Percent – Female

70 Percent – Under 50

Half are Managers or Directors

73 Percent Worked in PR > 10 Years

Millennials are 32 Percent

http://adserv.prsa.org/www/delivery/ck.php?oaparams=2__bannerid=238__zoneid=41__cb=a25811f783__oadest=http://www.prsa.org/Network/Partnerships/University/index.html

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Goals• Advocacy• Communities• Education• Excellence• Growth

The plan = flexibility for delivering products and

services to deliver member value

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National Member Research Takeaways

Members want access, advocacy and networking opportunities

PRSA should prove the value of PR to those outside the discipline

Most members are satisfied with PRSA membership and plan to renew

Nearly three-quarters of members would recommend PRSA to a colleague

Members increasingly view PRSA’s online resources as valuable

Motivating non-members to join requires active promotion of PRSA resources

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Excellence Overall

Membership - Satisfaction, Recruitment, Retention

Financial Performance

Ethics

Diversity

International Conference

Awards and Honors

Professional Development

PRSSA

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PRSA: The Leader

Relevancy

Growth

Retention

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Strengthening the APR

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Learning Management System

GREATERMEMBER

VALUE

Online learning

Self paced

Tutorials

On demand

Podcasts

Simulations

Certificates

Assessments

Study guides

http://www.getadministrate.com/integrations/lms/

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http://www.google.com/url?url=http://rap.genius.com/2135864/Kwame-jhosef-absolute-control/Me-then-you-never-go-fi-crush-were-like-the-equals-sign&rct=j&frm=1&q=&esrc=s&sa=U&ei=mlA0VPXoHNiwggSu0YKAAQ&ved=0CBgQ9QEwAQ&usg=AFQjCNEyABEWsZGrfv_no80wN6z6JZ2EHw

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B-R-A-N-D

Website

Marketing & Membership Growth

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Leadership and Governance

• Recent bylaw change from Leadership Assembly – 2014

• National Board Service• District Service• Chapter Service

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Communicating Public Relations' Value

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Sections Task Force

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The Work of Many

THANK YOU FOR MAKING PRSA

POSSIBLE!

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http://www.google.com/url?url=http://www.davidhousholder.com/trusting-god-for-future/&rct=j&frm=1&q=&esrc=s&sa=U&ei=Dzw0VIuqI4uqggSE54DwCw&ved=0CBYQ9QEwAA&usg=AFQjCNE37K7LPdgWgjG5NLFr1D7aGumuqw

Thank You

Joseph P. Truncale, Ph.D.,CAECEO, PRSA

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PRSA’s Print On Demand PortalPRSA Tri-State Conference 2015October 20th, 2015New York University

PRESENTED BY

Jay StarrPRSA Vice President, Membership

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PRSA’s Print On Demand Portal

Select your PRSAvolunteer category

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Select Your Promotional Campaign

Select your promotioncategory.

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Collateral Templates

Select Collaretal

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Post Card Templates

Select the specific postcard you are looking to customize.

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Post Card Customization

● Enter a job name for future reference (all jobs are archived)● Select a quantity● Customize for your chapter● Click “Update Preview” to proof the customized card

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Upload Mail List

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Order Purchase

● Review your order● Click “Proceed to Checkout (you will be prompted for a

user name and password).

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7 Clicks to Order

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TCG Legacy

● Located in Garner, North Carolina● Over 25 years in business ● 70,000 + Square Foot Facility● Operates 24 hrs/6 days per week● Annual production of 3.6 million

books/booklets, tens of millions of variable cards (plastic and paper), 20+ million brochures/promotions, 50 million boxes/cartons, 10 million hand fulfillment pieces.

● Process 14+ million pieces for USPS mailing.

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Digital Store Front

● Digital StoreFront is an award winning web-to-print solution from EFI that is branded for your company.

Benefits of the Digital StoreFront● Place orders 24/7 from any location on any device,

e.g., desktop, tablet, mobile devices.

● Create your own library of templates such as post cards, brochures, folders, etc.

● Select your format/product, customize as required, obtain a quote, place the order, proof the job, all with a few clicks, in one intuitive on-line interface.

● Easily accessible order history.

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PRSA’s Print On Demand Portal

Select your PRSAvolunteer category

Thank YouJay Starr

PRSA Vice President, Membership

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Proving the Business Value of PRVictoria TaylorDirector of Digital Community, WeWork



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Agenda

1 Why is this important?

2 How has the landscape changed?

3 Moving forward: what’s next

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Proving the value of PR: why it matters

• Agreeing upon benchmarks• Without getting key milestones from your client or

organization, achieving the results that define success can be impossible.

• Value varies in each person’s perception.

• Setting benchmarks early and keeping communication open can help prevent misunderstandings or frustrations over time.

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Proving the value of PR: why it matters

• Helping define value• Because values in one organization may not be shared by

another, helping educate as to shared value metrics can assist with this process.

• The more clearly you can define the ROI, whether it is brand mentions on social media or increased revenue, the easier it is to show the value of your work.

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Areas that challenge

• Events• While an event is a time-tested and beloved PR strategic

tool, it can be difficult to measure the exact value it generates.

• Potential ways to assess event value can include social media impressions, direct media impressions, on-site installations, post-event media syndication, post-event affinity measurement.

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Areas that challenge

• Seeding campaign• In the case of a campaign where product is seeded, it can

be challenging to measure adoption and affinity.

• Potential ways to assess seeding value can include social media impressions, direct media impressions, larger trend pieces.

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Attention areas

• Social Media • While it appears to many that social media is the most

immediately quantifiable aspect of public relations, there are still instances where its value needs to be shown and explained.

• Ways to show social media value can include overall follower count / growth, views of content, direct conversion measurement, positive vs. negative affinity, press hits and share counts.

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Attention areas

• Traditional & Digital Outreach • Traditional pitching to media and digital influencers

continues to be one of the most consistently favored PR tactics.

• Ways to showcase value can range widely: media impressions, secondary social media impact, generating goodwill, overall positioning, and more.

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Measuring value: before social media

• Looking at circulation• Impactful media hits with a slower news cycle.

• Added value / earned media• Each piece accepted successfully was a value-add

• Increased awareness• The goal was to generate increased awareness with an eye

towards key benchmarks that were indirectly measurable.

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Measuring value: after social media

• Generating 360 degree engagement• Constant news cycle means campaigns have to be even

savvier to make an impression and drive your objectives.

• The intersection of communications & community• PR and social media are often partnered (along with

elements of marketing) with the goal of creating a larger impact.

• Data & analytics• With increasing amounts of data, analyzing and using that

data to create actionable insights can be key.

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Helpful things to know

• Find what resounds with you

• Some people are more analytics-and-insights-driven, while others are more about tactical communications.

• Use your strengths to help YOU define value firsthand before discussing that with your client or organization.

• Familiarize yourself with a wide variety of tools• If you love Instagram, study tools like SocialRank,

IconoSquare, or SimplyMeasured. If you love YouTube, study your own YouTube analytics - as well as others through SocialBlade. If you’re trying to find out who shared a specific press article you pitched, use MuckRack.com/WhoShared to track the tweets.

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Ideally…

• Your client or organization should understand the value of your PR practice and the strategy and expertise you bring.

• Metrics and measurement should be built into every idea you pitch to help demonstrate that continued value.

• Everybody wins!

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Questions?

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Thank you!

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Master the Changing PR Dynamic Post-Grad

Lisa Kovitz, Senior VP, EdelmanRobert Longert, Managing Partner, Day One AgencyJoseph Cohen, SVP Communications, KIND



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Lunch Break




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Tri-State Game Changers: Best of the Best

Jennifer Weber, VP, Porter NovelliJess Lyon, COO & EVP, Co-CommunicationsLinda Bernstein Jasper. VP, Coyne PRAl Chen, Chair, PRSA Tri-State



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“OPEN A WORLD OF POSSIBLE” Reputation + Brand Management

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THE CHALLENGE: Refresh Scholastic’s reputation

Reinvigorate the conversation around a societal challenge: children are reading less than ever

Reach and engage teachers, students and parents in a shared mission to read for pleasure, more often

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Develop a new brand positioning toaddress the issue of children reading less often

in a tangible, practical way

THE AIM:

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BRINGING OPEN A WORLD OF POSSIBLE TO LIFE

1. Campaign Launch

Introducing Open a World of Possible A Partnership with Usher Let’s Talk About #SharePossible

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2. Audience Engagement

Taylor Swift Discusses Reading & Creativity

Literacy Expert Hits Radio Airwaves

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3. Continued Audience Engagement

Usher Reads to Thousands of Students Nationwide

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221M+ PR Impressions6M+ Viewsof Taylor Swift &

Usher Videos

TRIPLED SHARE OF VOICE in social media conversations about

“joy of reading” & “reading for pleasure”

THE RESULTS241

PR Hits

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Educate teens in Dutchess County, NY about healthy relationships, the warning signs of abuse & how to get help

GOAL:

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Research the issue. Communicate authentically. Engage the teen voice.

STRATEGY:

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RESULTS:Facebook advertising results: Website analytics: Total impressions: 544,456 Visits: 5,192Potential reach: 36,000 Unique Visitors: 4,280Campaign reach: 37,368 (some results from neighboring states) New York: 83% Clicks: 4,440 Male reach: 54%Female reach: 46% Traffic arriving from: Quiz data: Facebook (social): 82% Responses: 2,391*Direct (stickers, mall ads): 16% *note: # continues to grow as quizzes remain liveReferral (online news sites): 1% Of Note - Traffic via mobile device: 88%

News ReleasesNovember: “Grace Smith House Announces New Healthy Relationship Campaign”February: “Grace Smith House Campaign Keys in on Digital Abuse”

Placements (achieved through person-to-person pitching of targeted publications; local postings): The Daily Freeman, Millertown News, PRWeek, American Towns – Beacon, Pleasant Valley, Poughkeepsie, Redhook, Rhinebec.

MEDIA RESULTS:

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Helping our client do what they do…better

ADDEDVALUE:

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Does your partner get jealous when you text or message others?

No, I can test or message whoever I want without question 40.3%Sometimes, but I take it as a compliment 35.6%Yes, he/she always thinks I’m flirting or cheating 24.0%

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Does your partner publicly post things about you on social media that make you look or feel stupid?

No, my partner treats me with respect 82.2%Sometimes, but It’s no big deal 14.3%Yes, and it hurts my feelings 3.4%

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THANK YOU

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Sparking a Movement for ParalysisPRSA Tri-State Conference 2015

October 20th, 2015

Presented by Linda Bernstein Jasper, Coyne

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“I was told from the very start that it was hopeless, that it was impossible for me to regain movement below the shoulders…but every scientist should remove the word ‘impossible’ from his lexicon.”

- Christopher Reeve in The New Yorker, 2003

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2014: The Stars Aligned for the Reeve Foundation

Research

Emotional Stories

Wow Factor

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Research

Emotional Stories

Wow Factor

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Research

Emotional Stories

Wow Factor

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So, how do we convert these disparate assets into a cohesive, engaging and actionable program?

a first-of-its-kind campaign aimed at propelling the paralysis community into a new era of groundbreaking research, transforming what it means for individualsto live with a spinal cord injury (SCI).

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• Humanize the Campaign

• Leverage the 10th Anniversary of Christopher Reeve’s Passing

• Create an Online Gathering Place to Drive Donations and Educate on SCI

Approach

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The Campaign

Build a Digital Hub Launch via Facebook Media Blitz with Matthew and the “Four Guys”

Host a Comic Con Panel Tap Friends of Christopher Reeveand Superman Enthusiasts

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Paraplegics Show Gains in Study of Spinal-Cord Stimulation: By: Joseph Walker

Electrical Pulses Help Paralyzed Patients MoveBy Alice Park

Spinal cord work is unexpected shocker: 'This is a breakthrough'By Elizabeth Cohen, Senior Medical Correspondent

Electric stimulation offers new hope for 'reawakening' paralyzed limbsBy: Melissa Healy

‘THERE IS HOPE’ Reversing ParalysisBy: Karen Weintraub

A System That Reverses ParalysisBy Cassandra Willyard

#tristateconfTo date, The Big Idea has raised $8.1 million to fund

research and treatment for individuals living with SCI.

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Break




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The New Reality of the Changing PR Landscape: How to Successfully Engage

With Your AudienceApril Flores, Manager, Publicity ToolsCheryll Forsatz, NY Region Communications Director, McDonaldsJess Sheehan, VP of Communications, JP Morgan ChaseGreg Galant, CEO, Muck Rack & Shorty Awards



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Binding PR and Social Media Successfully:

GREY by E L James

April Flores | Publicity Tools, Consumer Marketing [email protected]

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#1 New York Times bestseller

Television audience of 125 million–generated from publicity—within just two days of on-sale

Millions of shares and impressions on social media

Launch events, book club gatherings, “Happy Birthday Christian” parties across the country

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GREY announced on E.L. James’ social media platforms

Posts amplified by the press online

Tracked influencers, discussions, and conversation about the author and GREY from the announcement,

on sale date, and beyond

Measured potential impressions or shares of media hits across all

formats–TV/Radio, print, websites, social media.

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Publicist Digital Toolkit - Objectives

Build media lists and relationships

Research authors, fans, and readers

Amplify your message and be in the know

Measure and analyze

Tools: Media databases, Muck Rack

Tools: Social listening tools, Facebook, Twitter analytics, Muck Rack

Tools: Social media platforms, social listening, alerts

Tools: Broadcast monitoring, social listening, Facebook, Twitter analytics, Muck Rack

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Cheryll ForsatzNew York Region Communications Director, McDonalds

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Take Aways

1 Take a new look at how customers measuring your brand

2 Look at how other departments are measuring success

3 Case Study: Pay With Lovin’

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Breaking down silos: Effective PR via cross-collaborationJessica SheehanJPMorgan ChaseHead of Social Media

PRESENTED BY

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Driving brand buzz is a team effort

Brand Buzz

PR

Media relations

News releases

Corporate Philanthropy

Social Media

Real-time content

Listening

Surprise & Delight

Marketing

Brand Partners

Content Marketing

On-site activations

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Case Study: JPMorgan Chase at US OpenObjective: Build brand affiliation with the US Open, a key strategic sponsorship for the Brand

Tact

ics

Share timely and relevant content that adds value to social conversations around branded event or topic of interest

Highlight benefits of being a Chase customer by showing the enhanced on-site experience via social and online channels

Listen to social conversations to identify key “Surprise and Delight” opportunities, using Chase assets

Collaborate with Marketing Partner – in this case, Serena Williams – to create “PR-worthy” moments

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Timely and relevant content is king

Contribute to conversations around a key moment in a way that adds value, while lifting brand affiliation

Tactic:• Chase partnered with Twitter to

highlight instant replay content throughout the tournament

• Video included branded pre-roll showing either Chase Mobile or the Chase Review app with ESPN

Results:• Engagement rates 4X higher

than benchmarks• Video view rates above

benchmark

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Highlight customer perksShow exclusive customer benefits Use social listening to identify organic

brand ambassadors and amplify them

#MasterTheOpen @Chase

239 likes later….We surprised this fan / influencer / customer with a seat upgrade

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Surprise and DelightUse Social Listening to identify opportunities to “surprise and delight” consumers, with the potential to generate positive coverage on both social and traditional media outlets

….so we surprised with a signed ball and letter from Serena…and tickets to the US Open to see her idol in the flesh!!

Social media went nuts over her story. Mimi appeared on Good Morning America, CNN, Sports Illustrated and Buzzfeed, among others, to tell how JPMorgan Chase made her dream come true.

An adorable video of Mimi, a three-year-old who claims to be Serena Williams’ biggest fan, starts to go viral, garnering 1.7M views….

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ResultsOf all US Open sponsors, JPMorgan Chase captured greatest share of voice – a nearly 400% YoY – with substantial lift in brand affiliation and consideration amongst prospects

Takeaways• Without close collaboration across

Public Relations, Marketing and Social Media, these tactics could not be executed. Working together delivers better results than working in silos.

• Social listening can leverage insights as well as opportunities for positive media coverage.

• Social media reporting, coupled with media coverage reports, help glean the effectiveness of our strategy and tactics.

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Break




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Fair (and Foul): Weather Friends: Crisis Communications in a Multi-Stakeholder

EnvironmentChris Vaccaro, Director of Public Affairs, National Weather ServiceKaren Johnson, Director of Communications, PSE&GMichael Clendenin, Director of Media Relations, Con EdisonMeghan Gross, President, Strategic Communications



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Hurricane Outlook Presser at NYC-OEM

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VIP tour / Supercomputing Media Annoucment

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Weather Channel interview via Skype

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Break




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Pitch Perfect: The New Rules of Media Engagement

Andrew Freedman, Science Editor, MashableJason Ledder, Director, GolinLisa Kovitz, Senior VP, EdelmanPolina Marinova, Audience Engagement Editor, Fortune.comMarco Greenberg, President, Thunder11



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Content Marketing & Measurement

Hugo Balta, Director of Multicultural Content, ESPNJackson Jeyanayagam, Director of Digital Marketing, ChipotleMichael Marinello, Global Head of Corporate Communications, BloombergRobin Carey, CEO, Social Media TodayDevin Brown, Global Manager, Social Media, McKinsey



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Think Bilingual FirstPRSA Tri-State Conference 2015October 20th, 2015New York University

PRESENTED BY

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U.S. Hispanic Market

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Assimilation Vs Acculturation

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Then: Not Reaching Bilinguals By Design

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Now: One Nacion

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Content and Burritos.Enough said.

Jackson JeyanayagamDirector of Digital Marketing, Chipotle

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HAVE A POV

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OWN IT

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FOCUSED

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Adventures in Content CreationPRSA Tri-State Conference 2015October 20th, 2015New York University

PRESENTED BYMichael Marinello, Bloomberg Head of Global Communications for

Innovation, Technology, & Sustainability Head of Global Branded Entertainment

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OUR OPERATING PRINCIPLE:

COMMUNICATIONS EFFORTS THAT LEAD TO BUSINESS OUTCOMES

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A UNIFIED, CONSISTENT, INTEGRATED STRATEGY ALIGNS OUR EFFORTS

Reputation•Brand protection•Brand awareness•Brand value•Thought leadership

Retention

Recruitment

•Top talent•Customers•Partners•Advertisers

• Top talent• Existing Customers• Existing Partners• Existing Advertisers

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The Business Challenges

• Opening a new, state of the art, first of its kind facility for the company

• Enhancing the overall bloomberg brand

• Formally Introducing bloomberg the "technology company" to the Bay Area tech community

• Recruiting top talent in the bay area

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Comms Outcomes:• 360 “Virtual Tour”• “Artifact creation”• Leverageable PR assets

Biz Outcomes:• 2 hires immediately• 3 since• Lead pipeline full

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Robin CareyCEO, Social Media Today

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Content Marketing: Now More Than Ever?

CMI B2B Benchmarking Study 2016

28% of B2B marketers are dedicating their budgets to content marketing

• Crowdsourcing content• Mission statement• Employee advocacy• Influencer collaboration

http://www.slideshare.net/CMI/b2b-content-marketing-2016-benchmarks-budgets-and-trends-north-america/1

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Measurement: Land of the Lost

• Impressions • Engagement

• Sales: the only measure that matters

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