The New Face of
Public Relations
June 11, 2009
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Intersection of media, PR, digital
• Journalism degree/student newspaper
• PR Newswire
– Modems, media
• Newspaper’s first Web manager
– Online only publications
• Digital public relations
– FastLane blog
– Blogger relations
2

What we’ll cover
• Media evolution/PR transition
• Customer service is the new marketing
• Online reputation management
• Digital marketing assets
• Role reversals
• What’s next?
3

Publisher/digital marketer/
online brand ambassador
Public relations has evolved from media
coverage, impressions and bylined articles to
also encompass social content creation, online
reputation management, customer service
and even digital marketing.
4

Evolution revolution
• Hype surrounding headlines about
demise of traditional media
• End audience still ultimately quest
for news/information – where
they’re going to find it is changing
– Convenience, accessibility
• Online, mobile
• Companies understand dynamics,
need to reach core audiences
through other channels

PR then and now
Photo credit: Glen Edelson

customer
service and
reputation
7

Social media monitoring
• Monitoring is no longer optional
• People are talking about your product or service
– with or without you
• Negative posts are an opportunity
• Acknowledge positive posts
• Don’t lose the opportunity
• Kryptonite, Dell, Dominos

Employees
• Employees can be the best
and worst assets
• Never assume employees,
vendors, clients will know
what to say
• Have guidelines in place
9

How can I help you?
• Bad customer
service can turn
into bad PR
• No response =
“they don’t care”
• Customer
services is new Photo credit: dariuszka
marketing/PR
10

outreach strategies
• Comment on blogs in your
industry
• Genuine comments
• Searchable terms vs.
messaging
• Connect with conversation
• How would you tell your
neighbor what you do?
• Keep it short
• Get smart about what
reporters/influencers write
about
• See if they have other
outlets, blogs/Twitter
• Any conversation needs to
be relevant and on-target

digital assets
12

Digital dashboard
Social Media
• NYTimes.com • Multimedia newsroom
• Freep.com • Audio and video
• TechCrunch • Twitter • RSS
• Consumerist • Facebook • Micro-sites/landing pages
• Great Lakes IT Report • LinkedIn • Corporate blog/social
• YouTube networking links
• DocStoc
• Digg
Digital Media Digital Assets
13

Digital assets
• Multimedia Newsroom
– High-quality images,
graphics
– Audio and video
– RSS
– Links
• Landing
pages/microsites
• Corporate blog, social
network links
14

role reversals
15

Content is king
• Companies, customers, media all create
content
• Everyone’s a critic
• Reviews, reputation evolve
• Social tagging, news links
• Search changes news, shelf life
16

What’s in it for the company?
• Customer influence
• Brand perception
• Search engine optimization
• Thought leadership
• Your customers are talking
about you

online media
relations
18

Relationships remain critical
https://twitteringjournal
ists.pbworks.com/Media
+People+Using+Twitter

Analysts, influencers remain
important
http://sagecircle.wordpress.com
/directories/analyst-twitter-
directory/
20

what’s the ROI?
21

Measuring social media outreach
• Search Engine Optimization
• Everything is searchable
• Word of Mouth
• Buyer’s make purchase decisions based on what
they see and hear
• Brand Reputation: Return on Influence
• Customers will buy based on the company’s
online reputation and reviews

Social media metrics
• Metrics vs. Influence
• Set goals, then track
• Alexa, Google, Compete can provide context
• Relevancy is key
• Corporate reputation and brand awareness
• Sales funnel
• Search Engine Optimization
• Web site referrers and traffic

Conclusions
 Media are in transition
 Public relations plays an integrated role
 Businesses and consumers are going online
for research, answers, recommendations
 Companies have the opportunity to
participate in the dialogue or to be
an observer
 Online share of voice, SEO and reputation
building lead to brand recognition, inbound
links, sales considerations
24

q&a

866.Airfoil / www.airfoilpr.com