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IS TRADITIONAL PR DEAD?
BLENDINGTRADITIONALANDDIGITALTODRIVEBRAND
VISIBILITYANDCLIENTBUSINESSOBJECTIVES
NameofDeceased
PUBLICRELATIONS
CauseofDeath
GOOGLE
PlaceofDeath
THEINTERNET
Dateofdeath
AUGUST2013
NAR Meeting | October 9, 2013
@robinlybarger @michaeljbarber#WPINAR2013 2
DISCLAIMERS
1. It’s freezing. You’re hungry. We will be quick.
3. All knowledge, no pitch. We promise.
4. Like all agency owners and partners, we recognize the
scope and pace of technological and societal changes are
causing marketing to undergo almost constant reinvention.
That being said, everything we say could or couldn’t apply
by tomorrow. But, at least we have this friendly disclaimer
that told you so ;).
5. Let’s have a conversation. Interrupt or raise your hand.
Don’t worry, we are super friendly.
6. Use the hashtag, but please take a good photo
#kthanksbye
@robinlybarger @michaeljbarber#WPINAR2013 3
HELLO
ROBIN LYBARGER
VICE PRESIDENT
PR + SOCIAL MEDIA
• Leads team of 7 PR
strategists and
coordinators
• Mountain runner
• 3 awesome kids
MICHAEL BARBER
DIRECTOR OF
DIGITAL STRATEGY
• Leads a blended team
of strategists,
producers, and devs
• Donut aficionado &
plane nerd
• Two dogs & a wife
#WPINAR2013 / @COHNMARKETING 4
OUR TEAM
#WPINAR2013 / @COHNMARKETING 5
TODAY’S PLAN
1. The current perception & reality of PR
2. Understand shifting patterns in journalism and
consumption
3.Leveraging these shifts to reach and engage targets
4.Integrating PR and digital teams towards shared goals
5.Choosing the right partner
6
THE LANDSCAPE
#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 7
#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 8
#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 9
#WPINAR2013 / @COHNMARKETING #WPINAR2013 / @COHNMARKETING 10
#WPINAR2013 / @COHNMARKETING 11
THE PERCEPTION
INDUSTRY
NARRATIVES
#WPINAR2013 / @COHNMARKETING 12
THE PERCEPTION
PUBLIC
NARRATIVES
#WPINAR2013 / @COHNMARKETING 13
THE PERCEPTION
NEW DIRECTIONS
SOURCE: THE NEW YORK TIMES
#WPINAR2013 / @COHNMARKETING 14
THE DEATH OF THE
FUNNEL
SOURCE: GOOGLE
#WPINAR2013 / @COHNMARKETING 15
THE STIMULUS HAS TO
BE GOOD
SOURCE: FAST COMPANY
“This year, the average
consumer will see or
hear 1 million
marketing messages -
that’s almost 3,000 per
day.”
#WPINAR2013 / @COHNMARKETING 16
MEDIA CONVERGENCE
SOURCE: ALTIMETER GROUP
#WPINAR2013 / @COHNMARKETING 17
THE PERCEPTION
CONVERGED MEDIA
#WPINAR2013 / @COHNMARKETING 18
THE PERCEPTION
CONVERGED MEDIA
PLATFORMS BECOME
THE NEWS
#WPINAR2013 / @COHNMARKETING 19
GOOGLE’S HUMMINGBIRD
CHANGES THE GAME
The rise of the [not provided]
Values conversational search over keywords
Optimized for the mobile
#WPINAR2013 / @COHNMARKETING 20
UBIQUITOUSLY CONNECTED
50 billion connected devices
connected by 2020
21
THE IMPACT ON
NEWS &
CONSUMPTION
#WPINAR2013 / @COHNMARKETING 22
JOURNALISM
EVOLVES
1. 24% reduction over the past 10 years
2. 46% of U.S. public gets news online
3. Increase in credibility of online information
4. Decrease in confidence of traditional
media every year
5. 1980: one PR person for every journalist
6. 2013: three PR pros for every journalist
7. Social sources become the norm
#WPINAR2013 / @COHNMARKETING 23
LOCAL VS
NATIONAL NEWS
#WPINAR2013 / @COHNMARKETING 24
QUANTITY VS QUALITY
NEWS
#WPINAR2013 / @COHNMARKETING 25
PAID CONTENT
ACCELERATES
Paid content syndication
Paid content integration
Paid content co-creation
#WPINAR2013 / @COHNMARKETING 26
CONSUMPTION SHIFTS SOURCE: HTTP://WWW.SLIDESHARE.NET/
MARISAGALLAGHER1/THIS-IS-CNN-NEXT
#WPINAR2013 / @COHNMARKETING 27
SOCIAL IMPACT ON NEWSN NE
#WPINAR2013 / @COHNMARKETING 28
SOCIAL IMPACT ON NEWSN NE
29
LEVERAGING THE
TRENDS FOR
OUR TEAM &
CLIENTS
#WPINAR2013 / @COHNMARKETING 30
THE REALITY
PRACTITIONERS TO
STORYTELLERS
Moving away from more traditional PR elements (press
releases) to integrated storytellers
Storytelling requires integration & skill beyond
our traditional PR practitioners’ knowledge.
#WPINAR2013 / @COHNMARKETING 31
THE REALITY
MODERN
STORYTELLING
REQUIRES MORE
“Liquid and linked”
Platform and device agnostic
Customer-centric
Targeted
“Help, over hype”
#WPINAR2013 / @COHNMARKETING 32
SHARED CONTENT
WORKS ACROSS THE
AGENCY
PR
Messaging strategy
Thought leadership
Media relations
Social content
Newsletters
Annual reports
White papers
Events
Video
Images
Audio
Digital
Content strategy
Web (agnostic)
SMS
App
Email
Digital media
Social tech
Webinars
#WPINAR2013 / @COHNMARKETING 33
VALUTEXT
80 million social & news mentions
WSJ, NY Times, Mashable, Forbes & more
5,000 opt-in consumers within 30 days
Rolled out to Latin America
Sold May 2013
#WPINAR2013 / @COHNMARKETING 34
CHARTER SCHOOL
CAPITAL
50% response rate to webinars
Established executives as thought leaders
$5 million in attributable revenue
35
NEED A
PARTNER?
#WPINAR2013 / @COHNMARKETING 36#WPINAR2013 / @COHNMARKETING
THE MUST HAVES FOR A PR
PARTNER
1. Trustworthy
2. Solution centric vs. skill set centric
3. High get-it factor combined with common sense
4. Creative and personable
5. Strong writing skills
6. Understands how PR integrates across channels
QUESTIONS?
CONNECT WITH COHN
ROBIN LYBARGER
MICHAEL BARBER
2881 N. SPEER BLVD.
DENVER, CO 80211
WWW.COHNMARKETING.COM
@COHNMARKETING
FACEBOOK.COM/COHNMARKETING
THANK YOU.

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