At this year’s PRSA International Conference we had the opportunity to meet with a number of recent college graduates excited to enter the profession and, even better, those who’ve landed jobs across the country and are hitting the ground running. While some of these junior practitioners are just entering the workforce, it was pleasantly surprising to hear that they are hungry for tips and information on how to be a better PR professional. Almost unanimously, the first few questions from those we met rounded out to “how can I be better at my job?”
Professional Development and Training's archives
Tags: career, Effective Public Relations, pigeonholed, PR plan, responsibilities, Strategic Planning, tactic, training
Editor’s Note: Patrice Tanaka is presenting a special “Expert Express: Quick Learning” session at the PRSA 2014 International Conference on Sunday, Oct. 12, from 5:35–5:55 p.m. The following is a guest post previewing her session.*
It is often said that there are only a finite number of basic plots in all of literature – whether it’s three, seven, 20 or 36 – and that any story is just a variation of one of these plots. The same might be true of PR strategies for creating awareness of brands and issues.
Editor’s Note: Mark Thabit is presenting Ahead of the Curve: Implementing a Paid, Earned & Owned Strategy at the PRSA 2014 International Conference on Monday, Oct. 13, from 11:45 a.m. – 1 p.m. The following is a guest post previewing his session.*
Media companies have a revenue problem. Unfortunately, the solution isn’t more traffic. In 2011, a major newspaper chain found that a 20 percent increase in traffic boosted digital ad revenue by a disappointing 2 percent.
That same year, The New York Times had fewer than 1 million print subscribers and 30 times as many online readers. Still, print generated 80 percent of its ad revenue.
Probably since the dawn of mass media, public relations professionals have relied on the credibility and amplification that earned media placements provide. Even in 2014, third-party expert content lifts brand familiarity 88 percent more than branded content and 50 percent more than user reviews. It delivered similar lifts in brand affinity and purchase consideration.
Despite all this good news, earned media’s value comes only when it’s seen, which has become increasingly difficult as more and more brands and people become what is essentially media companies. Easily accessible content and finite amounts of attention mean that you need to produce terrific content and, just as importantly, distribute it widely to your target audiences.
Redefining mutually beneficial
Traditional media and PR have always had a symbiotic relationship. Traditional media has the reach, and public relations has experts, insights and stories that made the publications worth reading. No money need be exchanged in this partnership because both had what the other needed.
With media companies scuffling financially and PR pros needing to gain visibility, the solution of merging earned and paid media has grown in popularity.
When it comes to native advertisements (often referred to as sponsored content) versus banner ads, there’s no contest. Native ads get 53 percent more views, raise purchase intent 18 percent and brand affinity 9 percent.
Naysayers might question the share-ability of a “masque-ad,” but data shows that one-third of people would share a native ad. That’s more than 50 percent more than who would share a display ad (19 percent).
It’s not just brands champing the bit to get into this game. Traditional and new media publishers from mommy blogs to The Washington Post and BuzzFeed have adopted paid media at a furious rate. Even the venerable The New York Times joined the fun. In the second quarter of 2014, The Times saw its digital ad revenue jump 3.4 percent over the previous year thanks in large part to native advertising.
What are the options?
Tags: 2014 International Conference, Branding & Brand Management, Corporate Communications and Public Relations, Media Relations, Professional Development and Training, prsa conferences
Editor’s Note: Michelle Nielsen, Senior Research Associate, Ketchum, is previewing Dr. David Rockland’s session, Strategic Ingredients: Inspiration and Innovation, which will be presented at the PRSA 2014 International Conference on Sunday, Oct. 12, from 3–4:15 p.m. The following is a guest post previewing the session.
Ketchum Global Research & Analytics has conducted PRSA’s Membership Study since 2008, testing concepts related to member satisfaction, likelihood to renew and perceived value of various products/services – with the ultimate goal of uncovering drivers of sustained membership and growth. In recent years, PRSA has been challenged with a declining membership pool, so our research set out to understand what appeals most to members from an educational/resource and industry organization perspective to ultimately offer solutions for maintaining PRSA’s strength in the years ahead.
In this year’s study, we saw a pattern in demographics that revealed an interesting predicament for PRSA: as Boomers leave the workforce and retire, they are being replaced in PRSA – albeit not as rapidly – with younger Millennial members. To put the age differences into perspective, in our 2011 study Boomers outweighed Millennials 45% to 27% of total membership – that ratio in 2014 was 29% Boomers to 32% Millennials – a gap which is only expected to increase in favor of the Millennial crowd. With this shift, we’ve seen a change in what members value, revealing an opportunity for PRSA to hone-in on what these younger, less-tenured members look for in PRSA to help maintain its membership pool.
Tags: 2014 International Conference, analytics, case studies, Corporate Communications and Public Relations, growth, Ketchum, Ketchum Global Research & Analytics, Management & Leadership, measurement, member satisfaction, new professionals, prsa conferences, PRSA International Conference, research, Research & Evaluation
Editor’s Note: Peter R. Scott, APR is vice president, development, North American Veterinary Community is presenting How to Conduct an Effective Social Media Audit, at the PRSA 2014 International Conference on Monday, Oct. 13, from 10–11:15 a.m. The following is a guest post previewing their session.
It might be a little different than you think.
Tags: audit, c-suite, communications, Corporate Communications and Public Relations, leadership, management, measurement, Professional Development and Training, PRSA 2014 International Conference, prsa conferences, PRSA International Conference, Research & Evaluation, Social Media, Washington D.C.
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