More than a decade ago, there were no such thing as 'traditional' or 'digital' PR agencies, there were only PR agencies. Now, the landscape is very different; some agencies have embraced the opportunities that digital can offer and others are being left behind.

1. The Evolution of PR in the Digital Age
Shannon McGuirk

2. @shannonmcguirk_
#MKGO

3. Let’s go back in time…

4. I looked like this...

5. ...And PR looked like this
PR looked like this...

6. Since then, A LOT has
happened.

7. The Evolution of Digital PR

8. 1995

9. 1996

10. 1997

11. 1999

12. 2001

13. 2003

14. 2004

15. 2005

16. 2006

17. 2006

18. 2007

19. 2009
#PRREQUEST

20. 2010

21. 2011

22. 2011

23. 2012

24. 2013
An industry worth $12.5billion.

25. 2014

26. 2015
“Brands are continuing to evolve in their handling of
digital communications, with more expectation being
heaped on their PR agencies.”
Danny Whatmough, Head of Social at Weber Shandwick, and Chairman of the PRCA Digital Group.

27. 2016

28. We’re moving forward.

30. Digital PR has arrived.

31. What is Digital PR?

32. “Digital PR is a tactic used by brands to
increase their online presence, through
building relationships with key content
writers and online journalists to gain 'press
hits', or citations, and most importantly high
quality backlinks.”
Source

33. In real terms...
Source

34. CSR
PR &
Journalism
Digital PR is...
Social
Media
Paid
Media
Crisis
Management
Content
Marketing
Reviews
Email
Marketing
Influencer
Relations
UX/ Web
Content

35. Digital PR =

36. Brand awareness

37. Higher rankings through links

38. Opinion change

39. Behaviour change

40. Behaviour changeSales

41. What unites these?

42. And...

43. What was integral to every
step on the timeline?

44. CONTENT

45. Content used in
Digital PR

46. Content comes in all shapes
and sizes.

47. Infographics.

48. Interactives.

49. Interviews.

50. By-lined articles.

51. Comments.

52. Animations.

53. Great content can get links.
(but they’re not promised!)

54. Great content can get links
(but they’re not promised!)

55. National Proposal Day

56. Results

57. Great content can get links
(but they’re not promised!)
This was a pain to build

58. But it meant we had the
skeleton to build this...

60. So off we went to digital PR the
life out of it...

61. Results

62. We can even populate the
template again in the future.

63. So, what?
(I know you’re thinking it)

64. Content really is
king.

65. Make your content work
harder.

66. Make your content
sustainable.

67. Make your content newsworthy.

68. Big brands are creating great
content too.

70. Big brands are creating great
content too.
Results

71. Results

72. Why did these pieces work so
well?

73. They resonate with the
audience.

74. Digital PR Challenges

75. #1 Nothing in life comes
for free

77. But, some links do.

78. Build great content*
*I’ll let Hannah & Mark explain how...

79. #2 Influencer relations

80. Get to know your target media.
REALLY WELL.

81. Friendly stalking is
a good thing.

82. Personalise your outreach.

83. #3 A lack of resource

84. 56% of communications professionals are
expected to produce more content with
less budget in 2016.

85. Exhaust all angles.

86. Roundtable
Animation
/ videos
A Survey =Infographic
Advertorial
Reactive
newsjacking
Email
campaign
content
Media
outreach
Social
media
posts
Broadcast
days
Media
meetings

87. In Summary...

88. Key points
● Digital PR has arrived
● It will continue to evolve...
● Integral to efficient & effective comms
● Content is king
● Rise to the challenge

89. The future is digital.

90. Thank you!
Shannon.mcguirk@aira.net
@shannonmcguirk_