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How PR Communicators Can Stay Relevant

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10 ways public relatins and other professional communicators should evolve to stay relevant.

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How PR Communicators Can Stay Relevant

  1. 1. 1
  2. 2. But Before Starting, Why Change? 2
  3. 3. The World Has Gone Mad. 3
  4. 4. Apple owns the music industry. 4
  5. 5. enjoys the clout of a sovereign state 5
  6. 6. is a has-been 6
  7. 7. The different world calls for a different communications mindset. 7
  8. 8. Drum roll please ... 8
  9. 9. #1 Keep learning 9
  10. 10. And not just about writing and the media. … and the like. The quest to learn should umbrella: 10
  11. 11. #2 Teach 11
  12. 12. Nothing like teaching a tough audience to tune one’s senses 12
  13. 13. #3 Build new relationships outside your circles 13
  14. 14. Push beyond the typical reporters and industry analysts 14
  15. 15. #4 Don’t embrace social media 15
  16. 16. No, that wasn’t a typo. 16
  17. 17. Social media should be a means, not an end, in achieving your goals. 17
  18. 18. Embrace the things that really matter: • Expanding your relationships • Fortifying your organization’s online presence • Cultivating a sense of community 18
  19. 19. #5 Tell stories 19
  20. 20. Whether you’re hawking cupcakes, mobile phones or field programmable gate arrays, 20
  21. 21. the people you’re trying to reach are pummeled by facts 21
  22. 22. Storytelling helps companies rise above the noise level, showing real human beings sit on the other side of the communications 22
  23. 23. #6 Lose control 23
  24. 24. We don’t mean rush the stage at a Lady Gaga concert. Image: James Cridland 24
  25. 25. We’re talking about giving up the old- fashioned quest to control the message. The control and command mentality doesn’t work in today’s world. 25
  26. 26. #7 Experiment 26
  27. 27. Every week brings new tools with potential relevance to communications Kick the tires. 27
  28. 28. #8 Understand the sales process 28
  29. 29. Yes, marketers are from Mars and sales people are from Venus. But communicators need to bridge the gap and understand what goes into morphing a prospect into a customer. 29
  30. 30. #9 Remember the end game 30
  31. 31. Our work should build brands, expand public profiles and deliver air cover for sales. 31
  32. 32. It’s that simple 32
  33. 33. … and that complicated. 33
  34. 34. #10 Smell the carnations Or java, or whatever suits your fancy. 34
  35. 35. This is a tough business. It can be a haul. 35
  36. 36. A little bit of levity is good for the soul, and ultimately the communications36
  37. 37. Several Blog Posts Tackled this Topic Which You Can Find Below: Beyond The Hype by Don Jennings CeeKue by Hans de Groot Digital Marketing Mercenary by Steve Farnsworth PR Squared by Todd Defren Paul Roberts on PR by Paul Roberts Ishmael’s Corner by Lou Hoffman (deck based on this post) 37
  38. 38. Europe: Mark Pinsent +44 (0)203 322 6903 North America: Stephen Burkhart 1 408 286-2611 Asia Pacific: Caroline Hsu +852 2581-9380 Global: Lou Hoffman 1 408 286-2611 Thank You IMAGES: CORBIS http://www.hoffman.com 38

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