Improved Decision Making: Leverage Your Team's Strengths and Fill In the Gaps

PRSA Strategic Collaboration Conference April 24, 2015

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“There is a gap between an old world of public relations

and a new one that must be addressed because jobs that

were more about media relations are now taking on a role of

content creation and content marketing, which is more

difficult to do.”

- Christopher Graves, Global Chairman of Ogilvy PR

http://www.nytimes.com/2014/10/22/business/media/pr-groups-soul-searching-leads-to-shifts-in-strategy-.html?src=recg

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The integrated marketing

structure*

(*not realistic)

Brand

Digital

CRM

Social Media

Media Analytics

Public Relations

POS

Creative

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The actual integrated

marketing structure Brand

Digital

CRM

Social Media

Media Analytics

Public Relations

POS

Creative

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How integrated marketing

really works

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The promise of integration is

rarely fulfilled

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Swim Lanes Are Easy

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“OK, so owns it then?

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Swim lanes don’t really reflect reality

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Integration is Hard

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“I didn’t mention it to you

because the client already has a

PR agency”

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“68% of the respondents put integrated marketing

communications ahead of “effective advertising,” when they

were asked what the most important thing is that they want

from an agency. Integration is also among the top reasons that

marketers dismiss an agency and look for a new one, and it is

a pivotal factor in selecting a particular agency in a pitch.”

- Forbes, 2013

Forbes study of 1,850 CMOs conducted in November 2013

(http://www.forbes.com/sites/avidan/2013/12/04/ten-great-agencies-of-2013/)

“All forms of media are converging and we will need to continue leveraging paid to amplify our owned, earned and social efforts.”

- Kevin King, global practice chair at Edelman Digital

“We’re moving into a different space. The vision is to be the most complete communications company in the world. Somebody’s got to be able to put it all together.”

- Dave Senay, president and chief executive at FleishmanHillard

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"More than ever we're seeing a blurring of the lines and clearly the ownership between paid, owned and earned.

- Gail Heimann, president at Weber Shandwick

“We’re reorganizing around the areas that are important to our clients, areas that are not perceived as strengths in public relations: strategy, creativity, technology, analytics.”

- Fred Cook, president and chief executive at Golin

Enhances strengths, mitigates weaknesses

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• The kaleidoscope effect

• 1 can equal 10

• Tell me once

• One pot of money

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Integrated marketing is a mindset, not a mandate

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If it was easy, everyone would do it

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1. Learn the language

2. Get the right people in the seats

3. Stop rewarding fiefdoms

4. Stay focused on the business objective

(hint: “sell more stuff” isn’t an objective)

5. Integration is more than subheads in a plan

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Different functional specialties,

but same business goals

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Don’t assign seats based on title

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Stop Rewarding Fiefdoms

Image courtesy of Wikimedia Foundation

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Stay focused on the business objective

Image courtesy of Wikimedia Foundation

You’re not fooling anybody

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Great Opportunity

Image courtesy of Wikimedia Foundation

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PR can (and should be) the multi-channel quarterback

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• “We never get the budgets we need”

• “They just don’t ‘get’ PR”

• “We’re always brought in at the last

minute”

• “You can’t measure PR the same as

advertising”

• “We don’t have a seat at the table”

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"If you rely on someone else's mandate that you

must be a part of their team, you will quickly

become their adversary. You should instead

demonstrate your value to that team so obvious

that they are compelled to include you or they risk

losing credibility with the rest of the team."

Your mission should you

choose to accept it

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1. Determine the role PR plays in

achieving the business objectives

2. Understand your customer’s entire

journey with your brand

3. Learn from people outside of PR

4. Measure the impact of PR without

using the words “hits” or “impressions”

Image courtesy of Wikimedia Foundation

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In a world of integrated marketing, big data and marketing

automation, PR has to be the one to advocate for the customer.

• To strive for mutual benefit.

• To be honest with the client/boss when no one else will.

• To talk about people – not targets, clicks, and impressions.

• To insist on slowing down, on using small data, on scaling back.

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PR has the opportunity to save marketing from itself.

Thank you

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Steve Radick

• VP, Director of Public Relations at Brunner

• www.steveradick.com

• www.twitter.com/sradick

• www.brunnerworks.com