Revised!

• 55% of agency, in-house and freelance PRs think their fellow practitioners are 'incapable' of performing comprehensive online PR campaigns

• 90% said that online coverage had become more important to their organizations or their clients in the past 12 months.

• 46% of web users said their awareness of brands increases if they see information about them online

• 55% of respondents identified brands getting it wrong online. These included the use of fake bloggers, such as the blogs created by Edelman for Wal-Mart

2007 Study Showed

Shiny Red – “Effective Online PR: helping brands succeed through new media”

People who say lovely things about Diva Marketing and then ask for me to be their best friend and write about their stuff.

People who forget to tell who they are or who they work for or why I should take my time to promote their product.

People who forget to say  “thank you”.

People who say lovely things about Diva Marketing and then ask for me to be their best friend and write about their stuff.

People who forget to tell who they are or who they work for or why I should take my time to promote their product.

People who forget to say  “thank you”.

Toby, marketing blog owner

New Media, New Influencers and Implications for Public Relations: The Society For New Communications Research

So where is the misstep?

• In traditional media forms, companies were able to control their reputation through relationships with journalists.

• Now with the new media shift, there is a change of power from the professionals to the general population.

• Now, companies and their public relations practitioners need to develop image transparency in their reputation management planning.

• Companies need to reach out and engage audiences, but many don’t know how to do this correctly…

New Media

One of the problems I identify in terms of developing social PR is the difficulty many businesses have in producing regular content. By this I mean news releases, comment, blog posts etc. Content creation, and the community and discussion that develops around that content, is one of the biggest factors in social media.

Robin Cannon, web designer

79 out of 100 British PR Agencies do not offer online PR servicesOnly 14% of the 21 that do, maintain blogs

Only half of those provide both services and blogs

PR 2.0

It’s an understanding of markets, the needs of people, and how to reach them at the street level—without insulting everyone along the way. PR will become a hybrid of communications, evangelism, and Web marketing.

~ Author Brian Solis

PR 1.0

Basically, Bernays is the inspiration for the PR 1.0 publicity and spin machine and the architect of how a majority of companies still approach PR today—even though this is all changing right before our eyes.

~ Author Deirdre Breakenridge

You don't see any way around using traditional media.

TV, radio and newspaper are still important. But you don't need them

to talk to the people who want to hear what you have to say. If you make an effort to communicate

directly with people online, you will see results. Guaranteed. David Brazeal

Learfield Communications

PR Communication Models

Press agentry/publicity modelUses persuasion and manipulation to influence audience to behave as the organization desires

One-way communication Any press is good press Think, celebs and publicity

stunts

Public Information modelUses press releases and other one-way communication techniques to distribute organizational information.

One-way communication Sends out truthful information Journalistic approach Marketing & Ad tactics

Two-way asymmetrical modelUses persuasion and manipulation to influence audience to behave as the organization desires.

Generally short-term attitude change

Scientific persuasion- takes feedback to tailor message

Think, focus groups

Two-way symmetrical model

Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its public(s).

Mutual benefits Ask public what they want and

how to motivate them to act; open & honest

Think, social media

It’s not just about sending out information – Look for the mutual benefits!

• Almost 4 in 10 financial journalists are using Twitter to communicate and search for news (Prweek.com)

• Survey showed that journalists most commonly use standard search (Google, Yahoo, Bing), followed by news and social searching (TopRank) *Why SEO is important*

• Top social media tools for journalists: blogs, social networks, wikis, microblogs (TopRank)

• Consumers trust peers (90%) over marketing on websites (70%) (Intelliseek)

Did You Know…

New Media PR Tips

• Spend time doing the research! Find bloggers (and sites) that fit your clients’ audiences. Then observe them. Watch how they connect with their readers. Get involved.

• Remember that not all bloggers are the same. You have editors, hobbyists, journalists, and other media-types. Personalize your contact to each one (never write Dear Blogger or mass email).

• Learn about SEO (search engine optimization). It’s more than just Google ranks. It increases website traffic, raises brand awareness and can lead into large conversion rates.

• Look for sites other than YouTube, Facebook and Twitter. They can work, but only if it makes sense. Just because it’s there does not mean you should use it. The next slide has tons of site ideas to use…

Don’t Get Cocky - Consumers can see through

the “BS”

Be Creative and Transparent

Agency.com Pitches to Subway Converse Uses Adwords to Brand

• David Benzeal’s blog: www.journamarketing.com

• WebitPR.com

• BigMouthMedia.com

• Brian Solis & Deirdre Breakenridge

• Apple Inc.

• Diva Marketing blog: www.bloombergmarketing.blogs.com/

(This presentation was created for academic purposes)

Credits