PR Moment - May 2015 - The Changing Role of the In House PR Team
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The changing role of Public Relations In-House, New Skills, New Demands, Threats and Opportunities
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PR Moment - May 2015 - The Changing Role of the In House PR Team
- 1. @Samuelchall How the in-house PR team has changed… Samuel Hall, Corporate Communications Director
- 2. @SamuelchallYears 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Rate of Change
- 3. @Samuelchall Our Corporate Communications Programs are designed to increase brand awareness and interest, strengthen brand trust, and accelerate the buyer’s journey, through paid, owned and earned channels
- 4. @Samuelchall New Skills…? New Demands…? New Customers/Colleagues…? New Career…? OR No Career…?
- 6. @Samuelchall
- 8. @Samuelchall Embrace Your Inner Storyteller & Help Others Do The Same
- 9. @Samuelchall Why the remit of in-house PR teams has increased…
- 10. @Samuelchall The buying process has changed Buyers are self-educating via Search & Social
- 11. @Samuelchall 92% of B2B buyers start search on Web…
- 12. @Samuelchall 65% of buying process done before engaging sales
- 13. @Samuelchall Buyer to Company: 33% TrustSource: Nielsen Research 2012
- 14. @Samuelchall Buyer to Buyer: 92% TrustSource: Nielsen Research 2012
- 15. @Samuelchall Initiative Awareness (Comms and MKTG) Contact Acquisition (MKTG) MKTG Nurture MQL Passed to Sales Tier 1 Awareness (Comms/Adveritsing) Retargeting+SocialData Tier 1 Awareness Driving top level awareness via broad thought leadership Campaign Awareness Discussing pain points, positioning brand as driver for engagement Lead Acquisition Gated, initiative specific content introducing users to further nurture New Communication Strategies & Our Colleagues
- 16. @Samuelchall Why the role of agencies is evolving- quickly…
- 18. @Samuelchall POWER OF PEER TO PEER
- 21. @Samuelchall So…
- 22. @Samuelchall
- 23. @Samuelchall
- 25. @Samuelchall
Editor's Notes
- analytics, content creation and design
- SEO Video Editing Image work Paid media
- And we were pretty good at this So don’t be the gate keeper anymore Embrance the media but also help others become publishers And increase your channels
- Search and social – we need to skill up
- Good news for PR and brand Inbound means last click and we are more imporant than ever
- Ultimately, social selling is about establishing your personal brand which perpetuates to establishing trust.
- Window to opportuntiy to stake a claim
- But what about these people?
- Remember PR’s core?
- Academic perspective – professionalism & theory matters Data analysis – get comfortable with numbers big and small Emotional creativity – ideas that resonate Multimedia content – play with it (all of it) Social dexterity – play with it (all of it) Don’t be a purist – earned, owned and paid media is the mantra Get in their heads – understand social science perspectives Be commercial – understand value and how to measure it Communicate – be articulate, capable and confident Continually learn – read, watch, listen, participate, communicate
- Academic perspective – professionalism & theory matters Data analysis – get comfortable with numbers big and small Emotional creativity – ideas that resonate Multimedia content – play with it (all of it) Social dexterity – play with it (all of it) Don’t be a purist – earned, owned and paid media is the mantra Get in their heads – understand social science perspectives Be commercial – understand value and how to measure it Communicate – be articulate, capable and confident Continually learn – read, watch, listen, participate, communicate