The document discusses the future of public relations and how it is evolving in a digital, multichannel environment. It highlights how companies are now using an integrated, brand communications approach across online, social media, and events to engage customers. It also provides examples of the author's experience leading large PR programs and teams for companies like eBay and Kodak, and developing new PR products and strategies to drive engagement.

1. The Future of PR
January
2013

2. DATA: FUTURe OF PR
2

3. WAS: MeDiA MYOPIA
3
Business and Trade Press Consumer-Facing Media
Focus: Customer Success/Consumer Experience
Target: Marketing and Sales
How companies are utilizing “Engagement Marketing” to
reach their customers & differentiate their Brand
The Role Company is playing in defining the web 2.0
Focus: Consumer Experience/Customer Success
Target: Viral Consumer, female online consumer
How “Engagement Marketing” is helping consumers
accomplish their online goals. Fueling a transition to
the 2nd Generation of the Web

4. NOW: MULTICHANNEL
4
LinkedIn
Group
of
CMOs
Blog/
Site
Events
and
Webinars
TwiGer
Analysts
Earned
Media
Live
stream
events
Surround
CMO’s
with
content
on
how
to
use
live
streaming
Group
hosted
by
CMO
as
a
peer
to
peer
group
discussing
effecNve
use
of
video
in
markeNng
Replicate
for
adverNsing,
PR
and
markeNng
agencies
at
center
Apply
markeNng
automaNon

5. “PR” IN “eNTRePReNeUR”
5
! 20+
years
of
consumer/corporate/crisis/privacy/financial
and
M&A
PR
experience
in-­‐house
and
agency
! Top
Ner
media
relaNons
experience
at
eBay
Inc.,
LinkedIn,
Ketchum
! Local
print
and
broadcast
experience
at
eBay
Classifieds
Group,
Ketchum
! Digital,
social
media,
markeNng
automaNon
at
GSI
Commerce,
LinkedIn,
eBay
Inc.,
Ketchum
w/Kodak
! Global
and
internaNonal
agency
management
! Founder
and
CEO
of
Tweetalicious
! Built
Mosaic
MVP
–
product
market
fit
w/PR
! Board
of
advisors
from
Nordstrom,
Skype,
Fashion
InsNtute
of
Technology,
TheFind.com
and
Pet360.com

6. VALUE to YOU
6
! Understand
how
fast
growing
companies
and
brands
are
organized
around
the
new
model
for
PR
! Heavy
spokesperson
experience
! Crisis
communicaNons
experience
! Experience
building
and
leading
small
&
large
teams
–
US
and
internaNonal
! Product
and
program
level
knowledge
of
social
–
through
LinkedIn
and
Mosaic
! An
integrated,
brand
communicaNons
approach
to
PR
through
! Lots
of
failures
and
successes
you
can
learn
from
! Entrepreneurs
approach
to
innovaNon
and
drive
growth:
Fail
fast.
Test,
fix,
expand
targets

7. Future is now
7

8. TAKING ON HP + AD FirM
8
! 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,
adverNsing,
tech
PR,
consumer
PR,
POS,
employee
communicaNons,
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

9. PR: BRAND FOR TALeNT
9

10. DRIVE ENGAGEMENT
10

11. Product MArket fit
11

12. Why is this IMPORTANT?
12
Is
this
really
PR?

13. PR in LiNKeDiN BOD
13
Reid
SKiP
LeSLie
JeFF
DAViD
MiCHAeL
STANLeY

14. DAY 1: 15,000 UPDATES
14
! Day
2:
30,000
updated
profiles
–
just
India
! Press
coverage:
5
million+
impressions
! Repeated
it
globally
in
every
country