The New Media Landscape - Edelman Ireland

Martyn Rosney, Edelman Ireland
‘The Irish Media Landscape’

@rosney #CommsPRdigital
THE IRISH MEDIA
LANDSCAPE

ABOUT
ME
Martyn Rosney is an Account Director in the
Corporate and Financial Communication team of
Edelman.
Martyn’s clients at Edelman include Visa,
LinkedIn, Danske Bank, Irish Distillers and SIRO.
DIT MA PR
GRADUATE
2010
WILSON HARTNELL
CORPORATE TEAM
JAN 2011-
SEPTEMBER 2015
EDELMAN
CORPORATE
TEAM
SEPTEMBER 2015 -
PRESENT
YOUNG LION 2014
YOUNG COMMS
PROFESSIONAL
2015
30 UNDER 30 PR
WEEK 2016
ROSNEYPR.COM

ABOUT
EDELMAN
Founded in Chicago in 1952, Edelman has since grown into the
world's largest independent communications marketing company.
Our European offering was created in 1967, with the opening of
the London office. Established in 1981, Edelman Dublin is one of
Ireland’s leading communications consultancies.
We’ve been out there a long time, but always strive to be the best,
not the biggest.
BRAND
STORYTELLING
WITH REAL
IMPACT
COMMUNICATION
S THAT SOLVE
BUSINESS
PROBLEMS
UNDERSTANDING
AUDIENCES,
CULTURE, WHERE
& HOW BRANDS
CAN BE RELEVANT
PASSION FOR
EVOLVING
& PROGRESSING
THE WAY
STORIES ARE TOLD

FIRST & LARGEST
SOCIALLY LED
1500+ DIGITAL
SPECIALISTS
ACROSS THE
NETWORK
WE ARE PART OF A
GLOBAL NETWORK
65 30 5OFFICES COUNTRIES REGIONS
AWARDS
BEST PAN EUROPEAN AGENCY TO WORK
FOR (SABRE 2013) • AD AGE’S TOP RANKED
PR FIRM OF THE DECADE • GLOBAL
AGENCY OF THE YEAR (SABRE 2011) • PR
WEEK LARGE CONSULTANCY OF THE YEAR
2011 (UK) • DIGITAL CONSULTANCY OF THE
YEAR 2011 & 2012 (HOLMES REPORT) • PR
WEEK AGENCY OF THE YEAR 2011
(GERMANY) • MEPRA MIDDLE EAST AGENCY
OF THE YEAR 2011 • EUROPEAN
EXCELLENCE AWARDS CONSULTANCY OF
THE YEAR 2010 • PR WEEK GOLD
CAMPAIGN WINNER (UK) • SUNDAY TIMES
BEST COMPANY TO WORK FOR 2011, 2012
& 2013 • GLASSDOOR’S TOP 25 COMPANY
FOR CAREER OPPORTUNITIES 2012 •
EUROPEAN SABRE AWARDS 2012 FOR
SHELL, CARLSBERG & COINTREAU •
CANNES LION SILVER AWARDS FOR XBOX •
CANNES LION GOLD AWARD FOR
HEINEKEN • HOLMES REPORT GLOBAL
AGENCY OF THE YEAR 2013 • CANNES LION
GRAND PRIX FOR UNILEVER • HOLMES
REPORT PAN-EUROPEAN CONSULTANCY
OF THE YEAR 2015
GLOBAL CLIENTS
(SOME OF OUR)
CONTINUED INVESTMENT
IN INTELLECTUAL CAPITAL
PRISM
DIVERSE
IN-HOUSE
OFFERING
Creative
Digital
Research
Content Creation
Editorial
EDELMAN

HOW INFLUENCE HAS
CHANGED

Source: 2016 Edelman Trust Barometer Q11-14. Below is a list of institutions. For each one, please indicate how much you trust that institution to do
what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4
Box, Trust) Informed Public and Mass Population, Ireland
85%
of Population
39
Trust Index
15%
of Population
49
Trust Index
Informed
Public
Mass
Population
Authority
& Influence
Influence
Authority
THE INVERSION OF
INFLUENCE

Source: 2016 Edelman Trust Barometer - How often do you read, view, click on or engage with the following types of content, media or information sources? Online search engines,
such as Google… (Q285), Television news and information (Q287), Social networking sites, such as Facebook, LinkedIn, Instagram, Twitter, etc.(Net of Q278 Social Networking, Q279
Blogs, Q289 Online message boards, forums or newsgroups), articles in printed newspapers (Q284), articles in printed magazines(Q283), Blogs (Q279) (Several times a week+)
General Population, Ireland, question asked of half the sample.
70
68
63
44
27
18
Search
TV
Social
Newspapers
Magazines
Blogs
2 of top 3 most-used
sources of news and
information are peer-
influenced media
THE INFLUENCE OF
P2P MEDIA
Percent who use each
media source several
times a week or more

HOW MEDIA HAS
CHANGED

• More than 60 percent of time spent
with digital media is mobile
• Most time is spent in just five apps.
Facebook and Google dominate
• Content is curated through the lens
of your friends and algorithms are
the new intermediaries
®
• Content is infinite
• Attention is finite
• Consumption is in sound bites
@rosney #commsPRdigital
Media
Fragmentation
Mobile
Personalisation
Advertising
Frustration
• Ad blocking is now mainstream,
particularly on mobile devices
• Many display ads are paid for, yet
often unseen by actual humans
• Transparency concerns loom large
across the media buying supply
chain

COMMUNICATIONS
MARKETING
IS WHAT WE DO
Communications must operate
with the emotional resonance
and analytic rigor of marketing,
while marketing must operate
with the storytelling, stakeholder
and societal mindset of
communications.

OUR
EDITORIAL
MODEL
The next story to galvanize your
audience masses is just as likely to
appear as a long-form article in a
print publication or on a social-
by-design blogging platform as it
is to show up as a simple graphic
or raw image shared on social
media. We need to show up on all
of those channels first to capture
hearts and minds, then pull
audiences deeper into our own
story. In other words, our owned
stories must earn attention on
popular platforms as it earns
traditional media coverage.
The key to achieving this is an
Editorial Playbook, the guiding
document for a brand’s narrative
across all content channels.
HOW STORIES TRAVEL
@rosney

@rosney #CommsPRdigital@rosney
Platforms:
Three types of
technology hubs where
most content discovery
now starts. These
dominate the digital day
and include social
networks, messaging
services, search engines
and personalized news
curators.
Publishers:
Three overlapping
groups of content
creators. These include
traditional and digital-
native news
organisations, platform-
savvy influencers plus
content and digital
experiences built by
brands.

• Social media includes all major
networks and messaging apps
• Facebook, Instagram, Snapchat
and more dominate the day
• Most are becoming destinations
for news: Facebook Instant
Articles, Twitter Moments,
Snapchat Discover, etc.
®
SOCIAL

• Search engines include Google,
Bing, Yahoo and Wikipedia
• Google continues to dominate.
Mobile searches have surpassed
those from desktops
• Google Accelerated Mobile Pages is
a new way to discover relevant
topical news stories
®
SEARCH

• Curators are
platforms that
offer
personalised
feeds
• Apple News, a
newcomer,
already has
40M+ users
• Others include
Medium (a
new op-ed
page),
podcasts and
email
newsletters
®
CURATORS

• Influencers are
digitally savvy
individual
creators who
craft content
with the
platforms in
mind
• Many are video
influencers
federated into
paid networks
• LinkedIn is
becoming a
hub for
industry
experts
®
INFLUENCERS

®
INFLUENCERS Media/
Influencers
Media
Media/
Brands
Brands
Brands/
Influencers
Individual
Influencers
Respect personal creative freedom, craft
the message into a story they’ll respect.
Choose carefully,
build long-term
personal
relationships, respect
their creative
freedom.
Carefully align
personal and brand
values for huge
communications
benefits.
Build operations
with editorial
integrity to create
the content your
audience wants.
Create the content your audience
wants.
Craft your
message into a
story that aligns
with your
partner’s editorial
integrity.
EACH SPECIES OF
INFLUENCER HAS THEIR
STRENGTHS AND
WEAKNESSES, AND A
PARTICULAR WAY OF
WORKING.

• Media includes
prestige and
digital-native
news brands
• Facebook is
often their
primary source
of traffic
• Publishers are
aiming to stand
out via
enterprise
journalism,
digital
innovation or
social
optimisation
®
MEDIA

• Many brands are
eager to engage
audiences
directly with
their own
content
• Scale is a
challenge,
unless the topic
is high interest
• The best content
programs are
experiential and
built with
earned media in
mind
®
BRANDS

HOW TO NAVIGATE
THE NEW LANDSCAPE

EVOLVE
See around the corner to
predict what will happen, listen
to community feedback and
adapt the strategy for brands.
You must have action before
communication.
PROMOTE
Grounded in our storytelling
heritage, with ideas designed to
start movements, with an
emphasis on experiences that are
true to life and add value to
relationships.
PROTECT
This goes beyond crisis
management. We need to hold
the organisation to its promises
where it matters most, on issues as
diverse as human rights, tax and
product safety. Globalisation and
transparency are the game
changers.

• News you read is often different than news you say you
read
• 76% of journalists feel more pressure to get their stories
shared on social media.
• Consider embracing both a social-by-design and a
linear-and-logical approach to every content asset or
program
• Leverage data, visuals, emotion, identity and technology
®
DEVELOP SOCIAL
STORYLINES

• Distribution-centric thinking helps programs scale.
Employee advocacy is potentially an easy place to start
• Paid efforts like sponsored content and influencer
programs can also increase a program’s digital surface
area
• In media relations, consider emphasising publishers that
are “all in” on Facebook Instant Articles, LinkedIn and
Apple News
®
EMBRACE DISTRIBUTED
THINKING

• Content for content sake isn’t enough. “If you build it, they
will come” doesn't work well in a mobile-centric age
• However, original content is increasingly the lead domino
that knocks over others and begins a virtuous cycle of
earned media
• Content assets should be crafted with an earned-media
mindset, holistic thinking and, when possible, have paid
support
®
DRIVE TO EARNED
MEDIA

• A singular narrative is key in a world of fragmented
content
• However, stories need to be hand-crafted to fit in the
spaces where they will be discovered, shared and
consumed
• When in Rome, do as the Romans do
• Digital influencers an journalists are good role models to
follow
©2016 Daniel J. Edelman, Inc. All rights reserved.
®
CRAFT A SINGLUAR
NARRATIVE

• High-interest/useful, high-quality content that’s
unavailable anywhere else can often find an audience
• Much like reporters are embracing “enterprise
journalism,” brands should look at investing in similar
scarce assets
• Intellectual property follows this formula. It earns
attention on merit and can become a content franchise
®
TURN SCARCITY INTO
AN ASSET

THE TRINITY
PLANNING, CREATIVE,
EDITORIAL
PLANNING CREATIVE
ACCOUNT
TEAM
EDITORIAL
PUBLICISTSTUDIOBLOGGER
PAID
SPECIALIST
EDITORIAL IMPACT
Editorial Directors apply a filter to creative ideas, ensuring
they can be told in the ways media want to report them.
Determine editorial content required to land coverage and
spark conversation in the right places.
Studio produces editorial assets.
CREATIVE IDEAS
Multi-discipline teams bring brand stories to life
in original ways.
Combining art directors, copywriters and media
specialists.
European creative network ensures ideas travel
borders and different media channels.
PLANNING & INSIGHT
Planning leads with insights and analytics.
Data-driven understanding of audience mindset.
100+ Research Team provides culture, media and
industry intelligence.
Editorial analytics – based on likes, shares,
searches and more – help predict future
behaviour and most active channels for
audiences.
M&E – solving business problems is the metric
we always strive to achieve.
COPYWITER
ART
DIRECTIOR
TECH-
NOLOGIST
PUBLICIST
RESEARCH
ANALYTICS
TRENDS
TOOLS

THANK YOU
MARTYN.ROSNEY@EDELMAN.COM
TWITTER @ROSNEY

The New Media Landscape - Edelman Ireland

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