Post on 17-Aug-2015
THE CORPORATE AS PUBLISHER
PRs are playing the news industry at its own game. They’re working around journalists, getting their
own slickly produced stories, videos and graphics
straight to their target audiences
Corporates as platforms – growing in power
Harvard Business Review
• 79% of companies currently using social media
Investis
• 72% of the FTSE 100 now have Twitter for sharing corporate news
• 93% of companies use LinkedIn, the most popular social network for business
• £4 billion spent on owned media last year
• Companies are now spending 20% of communications budgets on owned media
The social eclipse (of the heart)
5.3 million Facebook followers
2.2 million Facebook followers
1.6 million Facebook followers
4.7 million Facebook followers
2.4 million Facebook followers
5.4 million Facebook followers
Reach is not everything
“Now we’ve got a way of reaching people who read what we say and we don’t have to rely on the Daily Mail.” Richard Branson – Financial Times
Corporates as platforms – Why?
• Newspaper readership is declining
• Can be more innovative with content
• It drives greater site traffic
• Allows them to better gauge consumers views
• Reach a wider audience
Thought Leadership
Thought leadership
Corporate social responsibility
Corporate Announcements: Drag and drop PR?
FINANCIAL TIMES
“It was a masterclass in PR spoonfeeding and news organisations simply had to drag and drop.”
‘The Invasion of Corporate News’ – 19/09/2015
Curating content: Apple product launches
Financial results:Getting it right…
…Getting it wrong
Twitter’s decision to use Periscope to announce its annual results resulted in an embarrassing backlash from users
Community Engagement
The death of the press release?
“We can't talk about what Coke wants to talk about. We have to talk about what people want to talk about.”
What it means for us
NARRATIVE
Earned media
Blogs
Paid-for media
Social media
Partnerships
Speaking platforms
CLEAR CONSISTENT COMMUNICATIONS
We’re already doing this….