Procom Digital PR Revolution

3 KEY INGREDIENTS TO PR
SUCCESS
All you need to know about Strategy, Tech
and Talent.
THE DIGITAL PR REVOLUTION

ImPRessions
Avoidance. Confusion. Hybrids.

© MYNEWSDESK 2016
“You can't force your way into the prospect's mind.
Advertising is perceived as an imposition, an unwelcome
intruder who needs to be resisted. The harder the sell, the
harder the wind blows, the harder the prospect resists the
sales message.
Al Ries - 2002

Interruptions irritate
“39,7% of the population state ‘to watch
without commercial breaks’ as a reason
to seek out streaming services…”
TNS-Sifo - 2015

We avoid advertising when
technology and money
make it possible.
© MYNEWSDESK 2016

A Dead-End Street?
The audience with the means can pay for
advertising-free content.
Less fortunate viewers, however, will
remain as a commercial audience.
Advertisers, therefore, risk paying to
reach people who may not be the ideal
consumer.
SOM-institutet - 2014

Think PR
”CP+B wants to think more like a PR
agency than a traditional ad agency.
Why? Because PR is typically better than
advertising at really manipulating
popular culture…and popular culture is
currency.”

A seismic shift:
Intrusive vs. engaging
communications
© MYNEWSDESK 2016

Global study sets stage for the digital PR
revolution. Are you ready for it?

First comprehensive global
study on Digital PR
• 2,500 PR professionals
• Primarily managers and directors
• Eight countries
• Working in local, regional and global PR
• Over 17 industries

Strategy Chapter
© MYNEWSDESK 2016
The
Strategy

The challenges facing
communicators
The greatest challenges expected by PR
professionals over the next 12 months include:
62%
58%
59%
51%
Lack of resources/funds
Finding the right measures/metrics  
to evaluate work results
Lack of time to try new strategies/
technologies
Limited internal skills/competencies

What do you see as the biggest obstacles?
Resources
Strategy
Management
Funding
Knowledge
Competence Communication Reach MediaSales
Clients
Skills Technology
Channels
Content
ROI
Team Organization
Money
Technical
Measure
Focus
Budget

How effective do you consider
your efforts in Digital PR?
Not at all effective - 5%
Slightly effective – 19%
Moderately effective – 40%
Very effective – 26%
Highly effective – 10%

The positions in digital PR
The starters 58%
DoingsomeaspectsofdigitalPR,buthaven’tyet
startedtomakeitaprocess(26%)
TryingtocreateacohesivedigitalPRstrategyand
measurementplanbutfinditchallenging(32%).
The achievers 10%
AchievingsuccesswithourdigitalPRby
successfullyimplementing,measuringand
aligningouractivitiestobusinessobjectives.
The challengers 32% 
Seeing early success of our PR
strategy and becoming more
sophisticated in publishing,
distributing and measuring 
our digital communications.

What makes an eﬀective
PR professional?
NO
YES
63% of effective PR
professionals say ‘Yes’
80% of ineffective PR
professionals say ‘No’
Do you have a documented digital PR strategy within your organization?

How to craft a digital PR strategy?
Define audience
Develop distribution
Create editorial
Determine goalsUse data
Establish measurement

Technology Chapter
© MYNEWSDESK 2016
The
Technology

Poor use of tech
Almost half (49.5%) say their organization
does not use technology eﬀectively.
Question: Do you feel your organization uses
technology eﬀectively within PR &
Communications?
NO 
49.46%
YES 
40.96%
Don’t know – 9,58%

Opportunities for
future growth
Over 85% agree or strongly agree that the
focus on technology and digital PR will
increase significantly.
Respond to the following statement: The focus on
technology and digital PR will increase significantly
in my organization within the next five years.
STRONGLY
AGREE 
39.7% AGREE 
45.7%
NEUTRAL 
11.6%
Strongly disagree- 1.5% Disagree – 1.3%

Investments  
being made in
digital technology
Good news as 60% of respondents say
senior management invests in digital
technology
Question: Does senior management support
investments in digital technology within PR &
Communications?
NO 
49.46%
YES 
40.96%
Don’t know – 18.3%
NO 
21.6%
YES 
60.1%

Top 6 tools used by over 50% of communicators
Analytic tools E-mail marketing
services
Social media
management solutions
Video and image
creative tools
Media monitoring
services
News and information
distribution systems
71% 63% 62% 57% 53% 52%

How to know what
to invest in
• Identify what tool categories would be most helpful.
• Audit what you use now and identify gaps (or
opportunities).
• Identify providers and costs of those tools.
© MYNEWSDESK 2016

How to secure buy-in
• Make a business case for investments in digital solutions.
• Connect to relevant measurement categories.
• Demonstrate how the tools are necessary to achieve your PR
strategy.
© MYNEWSDESK 2016

Mynewsdesk’s Martech Stack
60% + all new business sales marketing generated

Overview of key areas
Increased stakeholder reach because of
technology.
Better PR education with closer collaboration with
other disciplines.
Increased role of personalized comms.Greater control and oversight of messages
because of tech.
89,14%
85,16%
83,08%81,60%
78,75%
Increased role for PR in achieving organizational
objectives.

Future challenges
Organizations will need more people and all on team must be better qualified.
• Over half say limited internal skills/competencies is the greatest future challenge.
• Almost 90% think they’ll need to change the composition of roles/expertise in their department.
• More than one-quarter say they prefer to recruit new talent to gain necessary skills.
• 46.2% expect their in-house digital PR team to be bigger in five years.

Skills needed
Five most frequently cited words about how the job will evolve:

How to grow existing team and
find qualified new recruits
• Combine marketing, comms & business (86% agree).
• Develop cross-disciplinary skills to thrive in an integrated team.
• Equip young professionals with real-life work experience (73% want closer collaboration).
• Recruit new talent, trained and prepared, from PR schools.

© MYNEWSDESK 2016
People are the central resource to creating
and executing any digital PR strategy.
The team is the future of PR.

Three e-books to
help you learn
Subscribe today to ensure you don’t miss
them. http://bit.ly/digitalPRrev
• What are your peers doing?
• How can you improve your own digital PR eﬀorts?

DIGITAL COMMUNICATIONS  
& PR MADE EASY
Simplify your workflow, expand your influence and
get results with one complete communications solution.

Procom Digital PR Revolution

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