Cathy Baron Tamraz, CEO and Chairwoman of Business Wire, kicked off the morning by revealing findings from the 2015 Business Wire Media Survey. She shared her thoughts on the impact of technology and social media channels across the communications industry and touched on the importance of visual storytelling.
Our next panel on "Innovation in Communications" was a home run, with panellists Ephraim Cohen, GM of FleishmanHillard, Leslie Campisi, SVP of MSLGROUP, Ed Moed, CEO & co-founder of Peppercomm, Marcy Cohen, VP/Sr. Business Leader of MasterCard, and Adam Hirsh, Global EVP of Edelman Digital. These industry vets discussed how technological advancements have impacted the industry. The panel agreed that it is people’s motivation and drive, rather than technology, that is responsible for sparking true innovation within the industry. Moed pointed out that there will no longer be a "PR" industry in the future. It will just be the "communications" industry as we continue to innovate and embrace more digital communications platforms beyond traditional PR.
Inc. columnist Michael Rovner moderated the next panel with Andy Seibert, Chairman of The Content Council, Pam Workman, SVP of GREY New York, Andrew Stark, SVP of PulsePoint, and Tobin Trevarthen, Chief Narrative Officer of Spark PR, as they weighed in on ‘Should PR Own Content Marketing?’ The panelists shared insights on why it is necessary for PR professionals to own content marketing. Seibert advised the audience to “get serious about what you don’t know. Become a student.”
This was a heated debate and while panelists did not agree on who should own content marketing, they did agree that one of the most important things to look at is how you are tracking content marketing. There are many new content marketing-related metrics including scroll time and dwell time.
Finally, Blaise Lucey, Senior Content Strategist of Bitly, wrapped up the day by participating in an interview with Doug Quenque, Editor-in-Chief of Campaign US. Lucey shared thoughts on one of the hottest topics in the industry today, ad blocking. Lucey stated, “The ecosystems that aren’t affected are apps, including social media. There’s an opportunity for PR here.”
There are many opportunities for professionals in the changing world of PR, and we're glad that we were able to explore them during Communications Week 2015.
This is a guest post from Kite Hill PR Associate, Kara O'Donnell.