My ticket to a career in marketing, advertising and public relations

1. Public Relations - A DISCIPLINE IN
TRANSFORMATION
Kieran Moore
Ogilvy Public Relations Australia

2. OUR TEAM
120 specialists in Sydney, Canberra, Adelaide & Melbourne

3. OGILVY PR AUSTRALIA IN NUMBERS
12
500+
120 200+
31.5 25,000+
64
15,000+
65
11 23
Average years’
9
service among
executive team
10 500+
25%
1
75%
5

4. THE COMPANY WE KEEP

5. TOP PR AGENCIES BY SIZE

6. WHAT WE REALLY DO?
Business
Planning Reach Preference Action
objectives

7. BOILS DOWN TO A FEW SIMPLE QUESTIONS
Why is this brief here?
What do we want people to DO as a result of this communication?
How do we expect communications to work towards achieving this?
Whom are we trying to influence?
What are we trying to convey?
What will help people KNOW this?
What will help people FEEL this?
When how long do we expect this to take?

8. THE WAY IT WAS
Media relations Press release Mainly text only Single channel
Siloed Tactical One way

9. OUR WORLD IS EVOLVING
Earned, paid and Listening, community
Consultancy Outcome
owned channels engagement
Ideas come from
Storytelling Rich content
anywhere

10. PERIPHERAL VISION STUDY

11. BACKGROUND

12. 12

13. 13

14. 14

15. WHAT DOES THIS MEAN?

17. DISCIPLINE AGNOSTIC

18. 18

19. DIFFERENT SETS OF SKILLS REQUIRED
19

20. SOCIAL MEDIA
Source: Australian Bureau of Statistics

21. SOCIAL MEDIA
86% of Australians trust the
recommendations of other Australians.

22. SOCIAL MEDIA
11 million
Australians use
Facebook each
month (Nielsen
Australia, March 2012)

23. SOCIAL MEDIA
1.8 million
Australians visit
Twitter each month

24. CASE STUDIES

25. GOODSTART
Planning Reach Preference Action

26. KLEENEX COTTONELLE
PIN TO MAKE A DIFFERENCE
Planning Reach Preference Action

27. AUSTRALIAN BASED PHARMACEUTICAL COMPANY
Planning Reach Preference Action

28. WAGYU BEEF MADE FROM BEER
Planning Reach Preference Action