The document discusses the convergence of public relations and marketing and the PESO model for integrating earned, paid, shared, and owned media. It notes that almost half of PR professionals and over 60% of marketing executives believe PR and marketing will become more closely aligned in the next three years. Some think PR will dominate, others think marketing will dominate, but the reality is likely somewhere in between. The document then outlines the PESO model and provides advice on how to implement it to help prove the value of PR and attribute results to business outcomes.
2. 02
Fred Cook, Diretor, USC Center for Public Relations
2019 Global Communications Report
Almost half of PR pros and
more than 60% of marketing
executives believe that their
two disciplines will become
more closely aligned in the
next three years. Some think
PR will dominate. Others
think it will be dominated.
Perhaps the reality is
somewhere in between.
3. 03
Most
critical
issue
facing our
industry
PR Agencies
Corp Comms
Percentage of PR agencies reporting
into marketing
Percentage of corporate communications
departments reporting into marketing.
18%
21%
20 %
Source: 2019 Global Communications Report
35. • The main topic for your most competitive key phrase
• It may not be what has really high search volume or
search competition
• You can actually compete for the word or phrase
Related
Subtopic:
Answers to questions;
how-to
Related
Subtopic:
Answers to questions;
how-to
Related
Subtopic:
Answers to questions;
how-to
Media
Media
Media
Media
Media