Keynote Speaker and Author, Geoffrey Moore, discusses the future of PR At last week’s The New PR Conference hosted by AirPR Software in San Francisco, discussion swirled around ‘New PR’ and an evolution of public relations, including PR’s place in the greater marketing mix. Keynote speaker Geoffrey Moore, author of ‘Crossing the Chasm’, ‘Escape Velocity’ […]
Geoffrey Moore has made the understanding and effective exploitation of disruptive technologies the core of his life’s work. Currently a Venture Partner at Mohr Davidow, he serves as an advisor to many of the firm’s portfolio companies (including ours!) and draws upon best practices derived from his extensive work.
But most, particularly in marketing circles, know him best as the best-selling author of Crossing the Chasm…and others including Inside the Tornado, The Gorilla Game, Living on the Fault Line, and Dealing with Darwin.
For the PR folks in the house: earlier in his career, he was a principal and partner at Regis McKenna, Inc., a leading high tech marketing strategy and communications company. In other words, he knows just a little bit about the “mess” that is marketing and how it’s changed and evolved over the years.
Straight from this very insightful horse’s mouth are Top 10 Insights about the PR/Marketing industry of yesterday, today, and tomorrow…pulled from the 20 minute keynote he gave at our San Francisco launch event a couple weeks ago (also below for your viewing pleasure).
#1 – We have completely disintermediated media; the digital infrastructure has completely changed the rules.
#2- Engineers in particular often need speakers for their product. They can make them but they can’t tell their story.
#3 – We talk about STEM in our society, because if you don’t have STEM you can’t make things for the Internet. But without the liberal arts you can’t use the Internet.
#4 – Product used to be the complete currency of PR.
#5 – The need for narrative has never changed. That skill is still at the core of PR. But in the digital world it’s not enough, you have the extra reach (data provides this). Continue reading…
Last week we kicked off the rolling, invite-only, stealthy, somewhat clandestine launch of our next product, which measures the ROI (aka assumptive value) of PR unlike any other solution on the market.
As part of these activities, we hosted a speaker series last Friday in San Francisco where technology investor and author Geoffrey Moore (Crossing the Chasm, The Gorilla Game, Inside the Tornado) gave a keynote on the future of PR. The most “tweetable” sound bite from his presentation was the following:
“We have to have a quant front-end and a qual back-end. Because life is still about storytelling.”
The PR folks in the room were nodding vigorously and tweeting with wild abandon.
If quantitative data were the only kind in existence, the world would be a very flat, ultimately unfulfilling place. To be sure, we’d know the exact traffic patterns required to efficiently get us from point A to point B in record time (great, so we’re at the movie theatre 37.4 minutes early. Now what?), and perhaps the number of minimum licks it takes to get to the center of a lollipop (so we can lick vigorously as we wait for the movie to start)…but we’d be bored as hell.
Qualitative data on the other hand, which can also be thought of as anecdotal or observed data, requires a level of creativity and inference that give “color” to the equation. Quant gives us the fundamental truths, but Qual brings those truths to life and makes the actions digestible. Continue reading…