The future of PR is now. It's not five years from now. It's not three years from now. It's happening right now and if you don't learn the new skills needed to keep up, you'll eventually be left behind.

1. The Future of PR
The Future is Now!
armentdietrich.com @ginidietrich
spinsucks.com

2. Bones Gini

5. 38 Years

6. 13 Years

7. 4 Years

8. 3 Years

9. 100MM in 9 Months

10. 1 B Downloads in 9 Months

20. QuickTime™ and a
H.264 decompressor
are needed to see this picture.

24. Communicators
Lead Generators
Policy Creators
Agents for Change
Silo Busters
Search Experts
Content Creators
Relationship Developers
Reputation Managers
Issues Managers
Crisis Communicators
Metric Masters

26. Hyper-Targeted Media and Blogger Relations
Content Marketing + Search Engine Optimization
Issues and Crisis Management
Metrics

27. Bloggers and PR Pros Get Along Well
(yeah, right…)

30. Understand the blogger’s goal(s)
The Blogger Manifesto

31. The Blogger Manifesto
Research, research, oh and, research!

32. The Blogger Manifesto
PR doesn’t control the story;
the writer does

33. The Blogger Manifesto
Spam sucks…and so do mass emails

34. The Blogger Manifesto
Bloggers are passionate about
their work

35. The Blogger Manifesto
Know who you’re pitching, what
they write about, and about
their community

36. Hyper-Targeted Media and Blogger Relations
Content Marketing + Search Engine Optimization
Issues and Crisis Management
Metrics

39. Use content to generate leads

40. Use a blog to create community
and build thought leadership

41. Use an eBook to determine
a prospect’s real interest

42. Use calls-to-action to
motivate people to want to buy from you

43. Hyper-Targeted Media and Blogger Relations
Content Marketing + Search Engine Optimization
Issues and Crisis Management
Metrics

49. You used to write a crisis communication plan
and it would be shoved into a drawer
until you reviewed it a year later

50. Counsel to go public on an issue
before it becomes a crisis

51. Monitor the web for the red flags
that indicate an issue is brewing

52. Minimize collateral damage when someone with a
megaphone starts a grassroots effort against you

53. Become trusted and empowered to speak on the
organization’s behalf through the social networks

55. Hyper-Targeted Media and Blogger Relations
Content Marketing + Search Engine Optimization
Issues and Crisis Management
Metrics

58. Marketing Spend
+
Expenses
x
Desired ROI
Team Salaries
+
Benefits
x
Desired ROI
OR

59. $100,000
+
$20,000
x
5:1
=
$600,000 Goal

60. $600,000 Goal
-
$100,000 Budget
-
$20,000 Expenses
=
$480,000 Profit

61. Time to Lead
It’s time to provide clients or bosses with advice
on how to communicate in the new landscape

62. Time to Lead
Know how to use all of the media types:
Paid, shared, owned, and earned

63. Time to Lead
Stop thinking about ourselves as non-creative types

64. Time to Lead
Understand data and use it to drive our decisions

65. Time to Lead
Be willing to experiment and take risk

66. Time to Lead
And, for heaven’s sakes,
measure our efforts to real business goals

68. The Future is Now!
armentdietrich.com @ginidietrich
spinsucks.com