Pittsburgh PRoud Global Agency
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Waynesburg University PR Week Keynote Presentation
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Pittsburgh PRoud Global Agency
- 1. Pittsburgh PRoud Steve Radick, SVP, Senior Director BCW Global
- 2. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 2 BCW At A Glance The world’s only agency created to deliver integrated solutions across all sectors on a global scale. Combines Cohn & Wolfe’s expertise in digitally-driven creative, content and earned engagement … with Burson-Marsteller’s strength in public affairs, corporate and crisis communications, research and analytics. Network of more than 4,000 employees, across 42 countries worldwide. Uniquely suited to meet brands’ complex communications needs.
- 3. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 3 Atlanta Austin Boston Chicago Dallas Los Angeles Memphis Miami New York Pittsburgh San Francisco Washington DC NORTH AMERICA Bogota Brasilia Buenos Aires Lima Medellin Mexico City Montevideo Rio de Janeiro San Juan Santiago Sao Paulo LATIN AMERICA Amsterdam Barcelona Berlin Berne Brussels Copenhagen Frankfurt Geneva Hamburg Helsinki Istanbul Lausanne London Madrid Milan Munich Oslo Paris Rome Stockholm The Hague Zurich EUROPE Abu Dhabi Amman Cairo Doha Dubai Jeddah Johannesburg Kuwait City Manama Muscat Nairobi Riyadh MIDDLE EAST + AFRICA ASIA PACIFIC Bangalore Beijing Chengdu Chennai Delhi Guangzhou Hong Kong Jakarta Kolkata Kuala Lumpur Mumbai Seoul Shanghai Shenzhen Singapore Sydney Tokyo 78 offices 40 countries 4K people Connected Global Network. Deep Local Insights & Relationships.
- 5. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 5
- 6. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 6 6
- 7. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 7 7
- 8. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 8 8 I came back because I want to make an impact. Here. Now.
- 9. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 9 9 Pittsburgh is more than this
- 10. It’s a tough time to be a PR pro
- 11. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 11
- 12. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 12
- 13. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 13
- 14. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 14
- 15. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 15
- 16. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 16
- 17. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 17 PR and Marketing is changing the world
- 18. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 18 18 There’s no shortage of excitement for this city right now
- 19. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 19 19 But this city doesn’t have the sexiest reputation in the industry
- 20. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 20 There’s more to public relations than this
- 21. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 21 PR and Marketing are converging In just one year, the number of agency and in-house pros who believe PR will become more integrated with marketing in the next 5 years has almost doubled. Source: 2018 Global Communications Report, USC Annenberg School for Communication and Journalism 100%
- 22. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 22 Lines are blurring 87% of professionals say that the term “Public Relations” will not describe the work they will do in five years Source: 2017 Global Communications Report, USC Annenberg Source: PRWeek / Boston University Communications Bellwether Survey
- 23. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 23 1. The big are getting bigger and the small are getting smaller 2. More in-house agencies 3. More jobs in data measurement and digital content
- 24. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 24 What does all this mean for you? 24 1. Cross-train - learn business, marketing, analytics – and expand your knowledge base 2. Get creative in your job searches – you should be looking at PR, marketing, communications, public affairs, consultants, agency, in-house, big, small, etc.
- 25. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 25 You are so much more than this 25 • You’re proficient in Microsoft Office • You were a waitress/receptionist/office manager/assistant • You did your internship at a local small business or for a family member/friend • You’ve drafted press releases • You’ve got a 3.0 GPA
- 26. Who am I? Who are you? What’s our role? What should I do?
- 27. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 27 27 “There is a gap between an old world of public relations and a new one that must be addressed because jobs that were more about media relations are now taking on a role of content creation and content marketing, which is more difficult to do.” - Christopher Graves, Global Chairman of Ogilvy PR http://www.nytimes.com/2014/10/22/business/media/pr-groups-soul-searching-leads-to-shifts-in-strategy-.html?src=recg
- 28. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 28 28 Blog posts Facebook Twitter Articles YouTube Instagram GIFs Podcasts Videos Side hustles You can do all of this. Right now.
- 29. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 29 29 “The PR business is in need of disruptive change and none of this generation are even willing to try.” - Rick Rice…in 2012 http://rtrviews.com/ http://dannybrown.me/2012/10/18/a-lack-of-real-vision-is-stalling-the-pr-industry/
- 30. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 30 30 Stop trying to fit in. Stand out.
- 31. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 31 31 Step outside your comfort zone
- 32. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 32 • Implemented organization’s first thought leadership program where I interviewed senior executives that became blog posts, white papers, and social media posts, resulting in a 456% increase in web traffic and a 45% increase in new leads. • To drive awareness of our new sustainability initiative, I built relationships with the local energy reporters, resulting in three local stories that I then used to pitch Fast Company. This resulted in an executive profile in the June 2018 issue. • Wrote and copyedited news releases, blog posts, brochures and white papers • Assisted in researching and contributed ideas for public relations campaigns • Used Cision to create media lists • Wrote social media posts (Facebook, Twitter, Pinterest) for various clients 32 The why and the how > the what >
- 33. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 33 33 This is what you’re showing me
- 34. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 34 34 This is who you are
- 35. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 35 35 This is not a valid strategy
- 36. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 36 36 Know what you’re looking for
- 37. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 37 37 Know the people who can help you get it
- 38. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 38 38 Get excited
- 39. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 39 But maybe some of you already have a job
- 40. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 40 40 Manage up
- 41. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 41 How often are you saying? 41 • "How am I doing? How did I do?" • "Don't worry about it – I got it." • "I just read/watched/heard…and it got me thinking that…" • "You know how we've been doing X? Why do we do it that way?" • "I don't think that's the best way to do that. How about we do it this way instead?" • "Here's what I'd recommend and why.“ • "Here's what I learned and how I'll do it better next time." • "You gotta see/read/listen to this – I know you'll love this." • "Do you know who I can talk with to understand this better?" • "What can I do to help?
- 42. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 42 42 We need each other
- 43. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 43 43 We have enough of us. We need: Your creativity Your ambition Your diversity Your passion
- 44. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 44 PRSA Pittsburgh is one of the largest chapters within the East Central District, with a network of more than 200 PR professionals. The PRSA Pittsburgh Mission To create, educate, and empower a diverse community of communications professionals who value role that public relations plays in their careers, their organizations, and the region. Our Value Proposition PRSA Pittsburgh believes public relations serves an increasingly vital role in the leadership, business, marketing, and communications functions of all organizations, and we aim to provide our members the tools, support, education, and networking to play this role in their respective organizations.
- 45. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 45
- 46. COPYRIGHT © 2018 BCW. ALL RIGHTS RESERVED. | 46 Thank you Steve Radick • SVP, Senior Director • www.steveradick.com • www.twitter.com/sradick • https://www.bcw-global.com/ 46
Editor's Notes
- Welcome Provide a little about me – from Pittsburgh, went to DC to work at Booz Allen, then went to Chicago to work at C-K, then came back to Pittsburgh to lead the PR team at Brunner. I joined BCW in September.
- Just joined BCW – a merger of Burson Marsteller and Cohn & Wolfe Joined because it’s a perfect combo of the traditional and the new
- Global scope and diverse insights, work with the biggest brands – huge respect for our PR expertise.
- Before I start talking about 2019, I think we need to first look back at 2018. Let’s set the stage for where we’re at now so that we can better understand where we’re going. So I went back and looked at some of the year’s biggest stories that impacted the industry…I should warn you that before doing this, you should probably have a stiff drink nearby.
- Listen, I know – no one goes into PR thinking it’s an easy job. It’s regularly cited as one of the most stressful jobs in America. But the challenges we’re dealing with go beyond crisis communications. We’re at the precipice of some existential changes in our industry and your guess is as good as mine on where we’re going to be in a year, or 5 years, or 10 years. But, like we tell our clients - don’t get too high, don’t get too low. So let’s take a measured look at some realistic things we can expect to see in 2019.
- And of course we’re going to start here. The hashtag that launched a million PR conference themes, panel discussions, and keynotes - #fakenews. You can’t talk about PR without talking about Fake News. This theme has colored virtually everything we do.
- Nike is one company that’s taken the administration head on and has gone from being one of the most talked about companies in the world to being at the head of one of the most talked about issues in the world. They stated their case, took their stand and said we’ll deal with the fallout – both positive and negative.
- But that lack of trust in Facebook isn’t just about the Russians’ interference in our elections – it goes to the very heart of our relationship with Facebook. In a lawsuit that was unsealed this year, it was revealed that Facebook cooked their metrics so that more brands would create videos. It didn’t matter that no one was actually watching them – it was bringing in money and more content. Unfortunately, many brands remain under the social media platforms’ spell when it comes to metrics they should be caring about.
- And allllll of this has led to a news media crisis. What’s true? What’s not? Does it even matter anymore? According to the Simmons News Media Trust Index from last month, the average percentage of respondents who rated news sources as trustworthy or very trustworthy was just 40.1% - not a ringing endorsement for journalism in general. A lack of trust in the news media doesn’t bode well for us -
- So yeah….I mean, 2018 was great! Can’t wait to see what 2019 has in store for us!
- https://www.prweek.com/article/1492609/study-three-four-global-consumers-want-brands-stands
- And one of the biggest changes that we’re seeing overall is that PR and Marketing are converging…faster and more often than ever before. This isn’t bad or good. This is just the nature of the business. For instance, Last year, 47% of agency and 45% of in-house professionals predicted that. This year, that number jumped to 90% for agency and 82% for in-house professionals, with half of all PR professionals stating that this integration will be driven by senior management. I’ve worked in both situations and there are pros and cons – Pros – closer to the work, a lot less red tape, larger budgets Cons – metrics are wrong – everything’s tied to marketing metrics; less genuine – is this something the company truly believes in or is it being done because Gartner said consumers buy more from companies who do this?
- Almost 60% of survey respondents said their organizations had "completely" or "somewhat integrated" the PR/comms and marketing functions. Yet almost 14% of practitioners characterized the collaboration between the two functions as unsuccessful. Another 26% characterized it as neither successful nor unsuccessful. Today, earned media remains the dominant source of revenue for agencies at 50%, but it is predicted to drop to 37% over the next five years, with shared (23%), owned (23%) and paid (17%) picking up the difference.
- Employment at U.S. PR agencies reached an all-time high of 63,000 jobs in August, according to figures from the Bureau of Labor Statistics. That’s up from 62,100 the month before and breaking the previous record of 62,500. The new record number also represents a 6.6% increase from August 2017. “"The PR firm could be hiring this documentary filmmaker and pitching the metro newspaper in the morning, and then competing against both of them in the afternoon," says D'Angelo. "Agency collaborators and competitors can change in the same day."
- 2019 will be a pivotal year for you, for me, and for this industry.
- Wanted to start here – this is a quote from the Global Chairman of Ogilvy PR and the new Chairman-Elect of the global trade association – the newly named PR Council (formerly the Council of Public Relations Firms. Maybe some of you have started to hear about this gap – maybe it’s in terms like “traditional” and “contemporary” PR; or maybe you heard about PRSA’s effort to redefine the term “public relations” or maybe you’ve noticed that it’s become a lot harder to get clients to buy into your PR strategies. Whatever the case, the increasing desire for integrated marketing (including PR) is forcing a seismic shift in what many think of when they hear the term “public relations.”
- Came across this quote a few years ago from a friend of mine and I love using it. I very much believe in the “ask for forgiveness, not permission” ethos and it’s served me pretty well. And that’s the attitude, combined with the belief in integration, and the ambition to be at the tip of the spear of this shift in our industry that I look for in my team members. I was even featured on a website called RebelsatWork.com. Unfortunately, these qualities are very much the anomaly. PR hasn’t attracted the same boat-rockers, disruptors, and change agents that other fields have. Sure, we’ve got a lot of people who may recognize the problems with our industry but how many have really committed to making change? How many are willing to put in the work to manage upward and make some change in their org, with their clients, within the industry?
- Best practices help you avoid standing out in a negative way…but they also prevent you from standing out in a positive way. Stop trying to be what you think we want and embrace what you are
- Internships outside of your hometown/school
- Do you want to join an agency? A brand? What industry? Why? “Looking for an entry level position” isn’t a goal. It’s the bare minimum.
- Want to get into PR? Join PRSA. Want to get into Advertising? Go to AdFed events. But do it virtually too.
- If you can’t get me excited about you, how are you going to do that for my company?
- Lead without authority, a title, or a position
- "How am I doing? How did I do?" Ask for feedback early and often. It shows that you want to improve and that you want to know how to do things better. After every presentation you give, report you complete, article you write, etc. make sure you ask your manager if he/she has any feedback for you. And don't let them get away with just telling you that "you did a good job." Ask them specifically what you could have done better. Seek the negative AND the positive feedback. "Don't worry about it – I got it." One of the things that all managers love is to be able to cross something completely off of their to-do list because they know that someone they trust is taking care of everything – from beginning to end. From doing the actual work to keeping the right people informed, the ability to take something entirely off your manager's plate and do it well is something that will be much appreciated. It will also give you some great experience in showing him/her that you've got what it takes to move up to the next level as well. "I just read/watched/heard…and it got me thinking that…" Learn how to look at everything you read/watch/listen to from a work/client perspective. I want people who are constantly on the lookout for newer, better, more efficient ways to do things and who can apply them to their current work. You should be bringing new ideas to your boss at least as often as he/she is bringing them to you. "You know how we've been doing X? Why do we do it that way?" Question the status quo. Don't just accept things because "that's the way they are." If you're curious about some process or rule or regulation, ask for the background on it. You'll be surprised to discover how many things we do for no other reason than that's the way it's always been done and no one ever bothered to ask. "I don't think that's the best way to do that. How about we do it this way instead?" Please, don't be a yes-man/woman. Disagree with me. Don't just assume that what I say goes. Sometimes, I have no idea and am just throwing ideas out there and want some honest feedback on them. When I was first given a team, the first person I approached was a good friend of mine whom I knew would be candid with me and tell me when I was wrong. I knew that she'd tell me about an awful idea long before it made its way to the client. "Here's what I'd recommend and why." If I've asked you to work on something, don't just send me your research. I want to know your thoughts on it too. You're the one closest to the research. Give me your recommendation and your rationale for it. It shows me that you can think critically and that you can back up your assertions. "Here's what I learned and how I'll do it better next time." Learn how to be your own worst critic. One of the best things you can do is become self-aware. Know where you're strong, know where you're weak, and know where you can improve. "You gotta see/read/listen to this – I know you'll love this." It doesn't always have to be about work. Don't be afraid to send your boss the latest meme if you think he/she will enjoy it. I like to know my team's interests outside of work, and I want them to want to get to know mine as well. "Do you know who I can talk with to understand this better?" If you're struggling with something, I will NOT think of less of you if you ask how you can get smarter on the topic. I'll be impressed that you were self-aware enough to know what you don't know and confident enough to ask about it. I may not know the answer either, but I'll be sure to help put you in touch with someone who will. "What can I do to help? Be proactive. Don't wait for other people to task you with something. Ask if you can help with something. Or better yet, refer to numbers 3 and 4 above.
- Also a former President of PRSA Pittsburgh – 2015 and 2016. Now Membership Chair.