#InnovateNow With Gini Dietrich: Add Risk to PR for Success
The proliferation of owned media. The democratization of voice through social. Media’s evolving landscape. New ways to accurately measure and track PR’s value.
The PR and social media landscapes have changed so much in such a short period of time. While some may see that as daunting, many have relished the new opportunities it presents and innovated methods for connecting with our target audiences.
This is the first post in a series of Q&As featuring some of the finest innovators in our field. Up first is Gini Dietrich, founder and CEO of integrated marketing communications firm Arment Dietrich and author of Spin Sucks.
Get her insights into how the industry has changed and gain inspiration from some of her most innovating campaigns!
How has PR changed over the last five years?
Wow! It’s ALL changed. When I started my career, we had to copy pages out of the big Bacons’ books and take them to our desks to call (gasp!) journalists and pitch stories. Email changed that a bit, but social changed it dramatically. It’s not just a change in media relations, though.
Today, we have so much data at our fingertips that makes us super smart about the things we recommend. It used to be you’d create a campaign, run it for 12 months, do a six-month brand awareness study, and then about two years later, you’d know whether it worked or not. The fact that we know instantaneously today is insane…and super valuable!
What are the biggest trends in the industry today? How do they help you innovate?
I’d say the biggest trend still is blurring of the lines. What once was marketing is now PR. What once was IT is now PR. What once was publishing is now PR. And vice versa…we all are doing a bit of everything.
Can you tell us about the most innovative PR (or social) project you’ve worked on?
Ohhhh. Hmmm…in the past five years, I’d say it’s been working with a software as a service business. It’s not super innovative or sexy, but the work we’ve done in partnership with our client has driven millions of dollars in new revenue for them.
Because it’s been so successful, I’ve become an investor in the business and my team has the reward of increased budgets, increased trust, and the ability to take many more risks than we can with any other client. We use content as the main hub and drive it through social and email marketing to build a serious lead generation tool. I’m very, very happy with the work everyone has done.
What are some lessons or best practices PR pros can take away from your most innovative campaign?
You have to take some risk. I wrote about how this client used Pinterest as a test and ended up making thousands of dollars. From one 30-day test on Pinterest. You can see the details on Social Media Examiner.
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