Oh, the last few weeks in December — that special time of year when industry prediction posts become as ubiquitous as ugly holiday sweaters and peppermint-flavored everything. While I’m certain there will be plenty of articles about what’s next for the world of PR and communications (like this one from the incomparable Gini Dietrich) I’m […]
Last month, AirPR Chief Strategy Officer Rebekah Iliff moderated a webinar panel for CommPRO on empowering data-driven PR professionals. She led a discussion about the traits of the successful PR leader of tomorrow with panelists Jennefer Witter of The Boreland Group, Julia Monti of Mastercard, and KayAnn Schoeneman of Ketchum. There are tremendous opportunities to […]
Sometimes being serious is just so…well…boring. And while it is certainly necessary to wax poetic and pontificate about important things like PR Measurement and the future of this fun lil’ industry of ours, once in awhile it’s even MORE important to get in a good laugh between pitches, memos, strategy meetings, and the laundry list […]
Last Tuesday Rebekah co-hosted Shonali Burke’s first #measurePR Twitter chat of 2015 alongside Deirdre Breakenridge.
The topic? Why, PRTech of course.
Considering these are 3 of the smartest (not to mention loveliest) ladies to ever utter the letters PR, it’ll come as no surprise that the rousing chat was chock full of wisdom and key industry takeaways.
Curious about what hot topics were discussed, what PR pros should be paying attention to, and why PRTech is proving to a defining force in 2015?
Of course you are.
Below is a taste of the juicy chat tidbits as well as a few takeaways guaranteed to take your work to the next level.
Let’s get after it…
On the importance of measuring PR:
- “Understanding [PR] performance let’s you enhance, iterate.” – Julie Diaz-Asper
- “If we want a seat at the ‘grown ups table’ we have to earn it via metrics.” – David Rockland
- “We cannot say ‘PR drives bottom line’ and not embrace measurement. Either we’re integral or peripheral to business.” – John Friedman
In case it wasn’t clear from the astute observations above, PR measurement is a non negotiable. Proper measurement helps us optimize and improve, while clearly demonstrating the value PR. In regards to PR measurement, let’s make a pact here and now: We vow to be practical, produce great work, and measure our asses off. How about you?
This week we let go of our blog reins. Mostly because we don’t like to talk about ourselves, but also because we recently met an impressive young women named Alexis Anthony whose PR prowess deserves some love.
Rebekah met Alexis back in October at the Cision/Vocus #FutureofPR event in Washington D.C. Needless to say, she left a lasting impression. Alexis is currently studying Public Relations and Business Analytics (our favorite combo!) at the University of Maryland.
We were taken by her philosophy on PR’s evolution, so we picked her brain about the recent launch of our newest site: PRTech.co.
Alexis spent the day at AirPR last week and from everything we saw and heard, we are certain this lady personifies the PR professional of the future.
We hope you enjoy her take on PRTech’s role in creating a robust, thriving industry.
How PRTech is reseeding the PR Landscape
By Alexis Anthony
As odd as it sounds, PR pros could learn a thing or two from lawn care specialists. Yeah, weird idea I know, but bear with me. Imagine a golf course. Aside from the everyday mowing and trimming, ground gurus keep the fairways and greens in pristine condition through a process called reseeding.
They don’t actually re-plant seeds. They apply more seed where the grass is thin or bare to make it more robust and add structure to the landscape.
So how does this tie in to PR?
We’ve talked again and again about the importance of PR measurement, data literacy, and understanding technology. It’s the industry revolution we call PRTech.
But many seasoned practitioners resist these emerging PR tenants because things like automation and universal analytics feel unnatural. After all, the industry has gotten along for 200 years without them, right?
What those practitioners may not see are the thin or bare patches their PR landscapes. Instead of thinking about PRTech as replanting the industry, we should see it as reseeding – filling barren cavities with data and technology.
Still with me? Here are three reasons we need to think of PRTech as a movement to reseed the industry and three ways we can jumpstart the process.
When a writer for Fast Company agrees to write a “first dibs” article for your company blog, it is all at once flattering (OMG! She’s gonna do that for lil’ ol’ us??), but also – ah hem – kind of scary.
Because…what if…everyone likes her better?
Inflated egos notwithstanding (and in true entrepreneurial fashion) this week we are thrilled to take the risk of Wendy Marx eclipsing us so that you…yes YOU…can gain interesting insights from one of the PR industry’s finest.
Read. Enjoy. Tweet. Discuss. Comment. Re-post. We promise not to be offended or to take it personally if this goes viral:
Getting First Dibs on the Future of PR and Media
By Wendy Marx
Want a peak into the future of PR and media?
Expect to see in the coming years a more ballsy, diverse PR profession that is less obsessed with scoring a big hit in old-time media than capitalizing on niche and non-traditional media. And expect to see a reimagining of media storytelling tools and tactics coupled with a new PR-journalist alliance.
At least those were the prognostications of some seers of PR and journalism at a PRSA Tri State District event titled “PRX: The Future of Media.”
One fact is patently clear: PR and its first cousin, journalism, are in a whirlwind of evolution of redefining themselves.
What’s ahead and how do you succeed? These PR and media crystal ball gazers articulated a roadmap of the future. Here are ways they recommended to get your own toehold on the future:
Shed the veneer of sameness
Decrying the commoditization of PR practitioners who are spit out of the PR factory in the same mold, Fred Cook, President and CEO of global PR agency Golin, urged the mostly female audience to dare to fail and keep more balls (or ideas) on the table. “Failure is the best way to success in your career,” said Cook, who regaled the audience with his failures as a doorman, chauffer, tennis player, and school teacher as chronicled in his book, Improvise: Unconventional Career Advise from an Unlikely CEO.