Vocus and Cision hosted the Future of PR Conference at Google Headquarters in Mountain View, CA yesterday. The event opened with a panel of brand practitioners who actively debated what PR will look like.
The active conversation was waged by:
Dennis Goedegebuure, head of global SEO at Airbnb
John Earnhardt, director of corporate communications at Cisco
Ken Yeung, strategy & research content lead at Orange Silicon Valley
Peter Granat, CEO of Vocus moderated.
The panel was wild and at times it seemed like every current tactic from traditional media relations to Twitter would be dead. At the heart of the debate was using new media tools to drive earned media versus inspiring earned media via valuable content.
In many ways, the conversation echoed Brian Solis‘ keynote. Solis implored the audience to take a step back and not just use technology because they could. Rather, he suggested it was a time to take a step back and figure out how to build real value for stakeholders rather than make noise.
Want to see Brian Solis’ vision for PR? Check out his free ebook! (No sign-up required.)
The Underlying Media Issue
One thing all of the panelists agreed on was the dwindling power of the media. While there was debate about how much power traditional media held, all three speakers discussed media and how to garner coverage through unconventional means, including social media, content and SEO.
One thing was clear: PR is much more than media relations today.
“PR people can’t get away with just media relations anymore,” said John Earnhardt. “You have to know social media. Basic video editing skills are the new editing skills of the future. You have to bring a new skill to the table.”
The group discussed working with influencers as an important stakeholder group. When people inside networks recommend or talk about a brand, it is as powerful as the media. In some cases, it is more so.
Moving Beyond the Media
Dennis Goedegebuure discussed how Airbnb launches content by offering stories, and using SEO whenever possible to encourage earned media. Specifically, Airbnb targets search in traditional search engines and social networks so that customers and journalists find the content. Airbnb also includes image search to drive traffic.
“Google helps people find things,” explained Geodegebuure. “Journalists are looking for things. Search is an incredible way to drive earned media.”
“Good content delivers earned media in social media, and journalists,” said John Earnhardt. He detailed how they focus on valuable content, and then disseminate it directly through their social channels, and wherever possible the traditional media.
Cisco hires former Wall Street Journal- and New York Times-level reporters and deploys them to create content on their site. Writers are told don’t hurt Cisco, don’t promote competitors, and unleashed. They write for Cisco’s stakeholders directly.
One form of content Cisco focuses on to drive earned media is original research. “Research gives value,” said Earnhardt. “It gets cited, it helps people, and we are positioned as the expert.”
Orange SV has its innovative fund, much like 500 StartUps to drive interest with potential partners, Silicon Valley companies. They run events, content and incubators to garner interest from a wide variety of audiences.
“We want to engage startups, influencers, thought leaders, and more,” said Ken Yeung. “Orange SV is going direct to audiences. One thing we’re doing is offering marketing studio for start-up marketers to augment their data skills.” Orange also offers reports, content and services to their stakeholders, as well as the media whenever possible.
What are your wild predictions for the future of PR?
