The Digital PR Revolution

PREKLAMAvoidance, confusion, hybrids

THE DIGITAL PR REVOLUTION


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“You can't force your way into the prospect's mind. Advertising is perceived as an imposition, an unwelcome intruder who needs to be resisted. The harder the sell, the harder the wind blows, the harder the prospect resists the sales message.

Al Ries - 2002


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Avbrott irriterar

”Hela 39,7% av befolkningen anger ”att titta utan reklamavbrott” som ett skäl till att man söker sig till strömmade tjänster…”

TNS-Sifo - 2015


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Vi undviker reklam när teknik och plånbok tillåter.

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Återvändsgränd?Resursstark publik kan betala för reklamfritt innehåll.

Tittare med sämre ekonomi blir kvar som kommersiell publik.

Annonsörer riskerar alltså att betala för att nå dem som inte har råd att betala för erbjudandet.

SOM-institutet - 2014


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Tänka PR

”CP+B wants to think more like a PR agency than a traditional ad agency.

Why? Because PR is typically better than advertising at really manipulating popular culture…and popular culture is currency.”


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Djup förändring

Involverande vs.avbrytande


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THE DIGITAL PR REVOLUTIONGlobal study sets stage for the digital PR

revolution. Are you ready for it?



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First comprehensive global study on Digital PR

• 2,500 PR professionals

• Primarily managers and directors

• Eight countries

• Working in local, regional and global PR

• Over 17 industries


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Strategy Chapter


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The Strategy


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The challenges facing communicators

The greatest challenges expected by PR professionals over the next 12 months include:

62%

58%

59%

51%

Lack of resources/funds

Finding the right measures/metrics to evaluate work results

Lack of time to try new strategies/technologies

Limited internal skills/competencies


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What do you see as the biggest obstacles?

Resources

Strategy

Management

Funding

Knowledge

Competence Communication Reach MediaSales

Clients

Skills Technology

Channels

Content

ROI

Team Organization

Money

Technical

Measure

Focus

Budget


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How effective do you consider your efforts in Digital PR?

Not at all effective - 5%

Slightly effective – 19%

Moderately effective – 40%

Very effective – 26%

Highly effective – 10%


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The positions in digital PR

The starters 58% Doing some aspects of digital PR, but haven’t yet

started to make it a process (26%) Trying to create a cohesive digital PR strategy and measurement plan but find it challenging (32%).

The achievers 10% Achieving success with our digital PR by

successfully implementing, measuring and aligning our activities to business objectives.

The challengers 32%Seeing early success of our PR strategy and becoming more sophisticated in publishing, distributing and measuring our digital communications.


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What makes an effective PR professional?

NO

YES

Effective PR professionals say... Ineffective PR professionals say...

Do you have a documented digital PR strategy within your organization?


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How to craft a digital PR strategy?Define audience

Develop distribution

Create editorial

Determine goalsUse data

Establish measurement


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Technology Chapter


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The Technology


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Poor use of tech

Almost half (49.5%) say their organization does not use technology effectively.

Question: Do you feel your organization uses technology effectively within PR & Communications?

NO49.46%

YES40.96%

Don’t know – 9,58%


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Opportunities for future growth

Over 85% agree or strongly agree that the focus on technology and digital PR will increase significantly.

Respond to the following statement: The focus on technology and digital PR will increase significantly in my organization within the next five years.

STRONGLY AGREE

39.7% AGREE45.7%

NEUTRAL11.6%

Strongly disagree- 1.5% Disagree – 1.3%


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Investments being made in digital technology

Good news as 60% of respondents say senior management invests in digital technology

Question: Does senior management support investments in digital technology within PR & Communications?

NO49.46%

YES40.96%

Don’t know – 18.3%

NO21.6%

YES60.1%


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Top 6 tools used by over 50% of communicators

Analytic tools E-mail marketing services

Social media management solutions

Video and image creative tools

Media monitoring services

News and information distribution systems

71% 63% 62% 57% 53% 52%


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How to know what to invest in

• Identify what tool categories would be most helpful.

• Audit what you use now and identify gaps (or opportunities).

• Identify providers and costs of those tools.

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How to secure buy-in

• Make a business case for investments in digital solutions.

• Connect to relevant measurement categories.

• Demonstrate how the tools are necessary to achieve your PR strategy.

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The Future


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Overview of key areas

Increased stakeholder reach because of technology.

Better PR education with closer collaboration with other disciplines.

Increased role of personalized comms.Greater control and oversight of messages because of tech.

89,14%

85,16%

83,08% 81,60%

78,75%

Increased role for PR in achieving organizational objectives.


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Future challenges

Organizations will need more people and all on team must be better qualified.

• Over half say limited internal skills/competencies is the greatest future challenge.

• Almost 90% think they’ll need to change the composition of roles/expertise in their department.

• More than one-quarter say they prefer to recruit new talent to gain necessary skills.

• 46.2% expect their in-house digital PR team to be bigger in five years.


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Skills neededFive most frequently cited words about how the job will evolve:

Strategic Analytical Complex Creative Challenging

63% 51% 43% 40% 36%


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How to grow existing team and find qualified new recruits

• Combine marketing, comms & business (86% agree).

• Develop cross-disciplinary skills to thrive in an integrated team.

• Equip young professionals with real-life work experience (73% want closer collaboration).

• Recruit new talent, trained and prepared, from PR schools.


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People are the central resource to creating and executing any digital PR strategy.

The team is the future of PR.


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Three e-books to help you learnSubscribe today to ensure you don’t miss them. http://bit.ly/digitalPRrev

• What are your peers doing?

• How can you improve your own digital PR efforts?

http://bit.ly/digitalPRrev

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The Digital PR Revolution