The Future of PR
January 2013
DATA: FUTURe OF PR
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WAS: MeDiA MYOPIA
Business and Trade Press
Consumer-Facing Media
Focus: Customer Success/Consumer Experience
Target: Marketing and Sales
Focus: Consumer Experience/Customer Success
Target: Viral Consumer, female online consumer
How companies are utilizing “Engagement Marketing” to
reach their customers & differentiate their Brand
How “Engagement Marketing” is helping consumers
accomplish their online goals. Fueling a transition to
the 2nd Generation of the Web
The Role Company is playing in defining the web 2.0
3
NOW: MULTICHANNEL
Group hosted by CMO as
a peer to peer group
discussing effective use
of video in marketing
Blog/Site
Live
stream
events
Apply marketing
automation
Events
and
Webinars
LinkedIn
Group
of CMOs
Earned
Media
Replicate for
advertising, PR
and marketing
agencies at center
Surround CMO’s with
content on how to use live
streaming
Twitter
Analysts
4
“PR” IN
“eNTRePReNeUR”
20+ years of consumer/corporate/crisis/privacy/financial and M&A
PR experience in-house and agency
Top tier media relations experience at eBay Inc., LinkedIn, Ketchum
Local print and broadcast experience at eBay Classifieds Group,
Ketchum
Digital, social media, marketing automation at GSI Commerce,
LinkedIn, eBay Inc., Ketchum w/Kodak
Global and international agency management
Founder and CEO of Tweetalicious
Built Mosaic MVP – product market fit w/PR
Board of advisors from Nordstrom, Skype, Fashion
Institute of Technology, TheFind.com and Pet360.com
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VALUE to YOU
Understand how tech companies are organized around the new PR
Experience building and leading small & large teams – US and global
Product and program level knowledge of social – through LinkedIn and
Mosaic
Sell an integrated communications solution through a relationships
Lots of failures and successes you can learn from
Entrepreneurs approach to drive growth: Fail fast. Test, fix, expand targets.
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Future is now
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TAKING ON HP & AD
FirM
Kodak InkJet printer: Center of the corporate turnaround
Skunk works program from CMO/CEO and 1 Ketchum person to start
Team to 50+ world wide
Massive integrated program: online, advertising, tech PR, consumer PR, POS,
employee communications, IR and corporate
How I won the business for the SF office?
• Proved with data that YouTube/online influenced reporters and coverage
• Took ~$1 million from Ogilvy for Phase I: Online
• PR/Ketchum led messaging and strategy from there
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PR: BRAND FOR
TALeNT
9
DRIVE ENGAGEMENT
10
Product MArket fit
11
Why is this
IMPORTANT?
Is this really PR?
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PR in LiNKeDiN BOD
Reid
SKiP
JeFF
DAViD
LeSLie
STANLeY
MiCHAeL
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DAY 1: 15,000
UPDATES
Day 2: 30,000 updated profiles – just India
Press coverage: 5 million+ impressions
Repeated it globally in every country
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