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“For the pr industry to claim the high ground in 2020, we need to DO the following…”. PRCA: The Future of the PR Industry. Michael Frohlich MD, Ogilvy Public Relations/London MD, EAME Consumer Marketing Practice Board Member, Ogilvy & Mather. - PowerPoint PPT Presentation
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“FOR THE PR INDUSTRY TO CLAIM THE HIGH GROUND IN 2020, WE NEED TO DO THE FOLLOWING…”
PRCA: The Future of the PR Industry
Michael FrohlichMD, Ogilvy Public Relations/LondonMD, EAME Consumer Marketing PracticeBoard Member, Ogilvy & Mather
Q. Are the Advertising and Digital industries eating our lunch and threatening the future of the PR Industry?
A. NO
1. SIZE & SCALE2. THE PERCEPTION OF PR3. EDUCATION4. ROI5. SO WHO IS EATING OUR LUNCH?
INSERT GNOME VIDEO
"I am concerned that yet again the PR industry has provided a platform for an advertising agency’s creative ideas in such a public way.
If we are to truly compete then we must showcase and celebrate our own ideas – we have enough great ones without relying on others”
Commentary
1. SIZE & SCALE2. THE PERCEPTION OF PR3. EDUCATION4. ROI5. SO WHO EATING OUR LUNCH?
1. SIZE & SCALE
2011, the total billings of the top 15 UK PR and Ad agencies;
£540million versus £3billion. Six times the size.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 150
50000000
100000000
150000000
200000000
250000000
300000000
350000000
400000000
PR AgenciesAd Agencies
Top 15 UK Agencies
Fee
In
com
e
2011
(£)
The advertising/creative industries are not going anywhere.
Advertising is not dead.
1. SIZE & SCALE
We will exhaust ourselves with the fight if we continue.
We must join in and embrace the opportunities.
We need to move it from:
PARENT TO CHILDto
ADULT TO ADULT
1. SIZE & SCALE
• Social Intelligence: Listening and analytics through news and community
• Influencer Relations• Social news content creation and
activation• Issues & Crisis Management• Community Activation (with One)
• Social Intelligence: Listening and analytics through customer data
• Social CRM• Social Content Activation• Community Activation (with OPR)
1. SIZE & SCALE
"What has happened with the digital and social media revolution around our industry is that it has actually made it more relevant and not less relevant“
“The advertising and communications industries used to grow in line with GDP, in recent years it has been outperforming it.
Why? We moved from being the TV industry to the digital and social industry.”
David Jones, Global CEO, Havas Media
Global social media revenue is forecast to reach $16.9 billion in 2012, up 43.1% from 2011 revenue of $11.8 billion
Gartner, Inc.
2. THE PERCEPTION OF PR
“In popular culture ad execs are immortalized with powerful characters like Mad Men's Don Draper who positions Kodak's slide projector for success in part by singlehandedly christening it the "Carousel“
PR execs, meanwhile, are portrayed by characters like Sex and the City's Samantha Jones who seem to do nothing but throw parties for a living.”
Fortune Article: November 2012
2. THE PERCEPTION OF PR
e2. THE PERCEPTION OF PR
3. EDUCATION
43% of agency heads say a PR degree makes no difference when recruiting graduates.
And a further 34% say it actually makes graduates less attractive.
PRCA Survey 2012
To secure our future in 2020, we need to invest in our present.
4. ROI
5. SO WHO IS EATING OUR LUNCH?
?
5. SO WHO IS EATING OUR LUNCH?
FOR THE PUBLIC RELATIONS INDUSTRY TO CLAIM THE HIGH GROUND IN 2020, WE NEED TO THE FOLLOWING:
Commit to the PR career
choice
Standardise new ROI metrics
The high ground in
2020
Re-examine Earned Media
history
Embrace our friends
THANK YOU