ONLINE COMMUNICATION IV     ONLINE PUBLIC RELATIONS, ONLINE PR RULES, BENEFITS,            ONLINE PR CHANNELS, PR vs ONLIN...
ContentOnline Public RelationsOnline PR RulesOnline PR ChannelsOnline Communication 4    Cem Cinlar   2
Online Public RelationsOnline Communication 4          3
Online Public Relations  As an element of a business strategy,  Online PR is understanding and awereness of  the shared me...
Online PR Benefits  -     Increase awareness  -     Differentiate the subject  -     Develope impression  -     Improve pe...
Online PR Benefits  -     Platform for engagement  -     Statistics  -     CRM and promotion tool  -     Breaks down the b...
Online PR Benefits  -     Find niche in markets  -     Smaller - less resource for visibility  -     Become transparent an...
Online PR Benefits  -     Context of crisis management  -     Cost-effective  -     Most platforms and tools are free  -  ...
Online PR Benefits  -     Enhance your visibility and reputation  -     Messaging to the right people  -     Measure  -   ...
Online PR Disadvantages  - Not controlled  - Negative comments (but leading possibility control & involved)  - High risk i...
Create Value by Online PR  -     Reason to share  -     Create the organisation  -     Encourage them to share  -     Inve...
Create Value by Online PR  -     Insight  -     Monitor - Listen  -     Protect your reputation  -     “Soft” marketing an...
Create Value by Online PR  -     Opportunity to speak and listen  -     Make people aware of  -     Two-way communication ...
Create Value by Online PR  -     Find evangelists and ambassadors  -     Relationships  -     Fragmented and distributed  ...
Main Acts  -     Communicating with media owners (influencers)  -     Link building  -     Entegrated (blogs, podcasting, ...
Link Building  - Key activity for SEO  - A structured activity to include good quality    hyperlinks to your site from rel...
Reciprocal Link  - Less valuable  - Link agreed beetwen you and another    organisation.Online Communication 4            ...
Sites  -     Prnewswire.com  -     Internetwire.com  -     Pressbox.co.uk  -     Prweb.com  -     Businesswire.comOnline C...
Online PR ChannelsOnline Communication 4           19
Online PR Channels  -     Profiles on social networks  -     Social media management  -     Microblogging accounts  -     ...
Online PR Channels  -     Brand or corporate blog  -     Avatar or place in virtual worlds  -     News sites  -     Sector...
Online PR Channels  -     Online magazines  -     Applications  -     Podcasts  -     Widgets (tools for webside or deskto...
Tagging & Folksonomies  Tagging  - Categorise content on a site through adding    descriptive terms.  Folksonomies : Folk ...
Online PR Valuable DataOnline Communication 4        24
How to  -     Story woth reading  -     Strong hook  -     Story first, detail later  -     Concise, objective and to the ...
Online PR Valuable Data  -     Press releases  -     Infographics  -     Videographics  -     White papers  -     Surveys ...
Online PR Valuable Data  -     New products  -     New services  -     Added values  -     Profit / Loss  -     Investment...
Online PR Valuable Data  - Interviews  - Sectoral data  - Knowledge sharingOnline Communication 4   Cem Cinlar   28
Social Media LovesOnline Communication 4            29
Social Media Loves  - Corporate Side Done          -   Companies/individuals in conflict / in crisis          -   Timely o...
Social Media Loves  - Corporate Side Said          -   New information shared          -   Experts, unique insights shared...
Social Media Loves  - Corporate Side Said          -   Industry researches          -   Company & CEO profiles          - ...
Core MessagesOnline Communication 4               33
Core Messages  -     Simple                                   -   Story  -     Relevant                                 - ...
Message SupportOnline Communication 4            35
Message Support  - Facts  Use plain statements to describe a circumstance,  situation or process  - Numbers  Use clear sta...
Message Support  - Analogy or comparison  To add clarity to a story or to highlight key content,  a common frame of refere...
Message Support  - Personal experience  First-hand experience with the company or the  testing process helps audience rela...
Message Support  - Repetition  Highlights importance  - Succinct  Keep it simpleOnline Communication 4         Cem Cinlar ...
Questions  Closed Questions  Receives a single word or very short, factual answer.                                        ...
Questions  Open Questions  Longer answers. They usually begin with what,  why, how. An open question asks the  respondent ...
Questions  Leading Questions  Leading questions try to lead the respondent to  your way of thinking.Online Communication 4...
Questions  Rhetorical Questions  Rhetorical questions arent really questions. Theyre really  just statements phrased in qu...
Never Say!               Off the record!               No comment!Online Communication 4                Cem Cinlar   44
Never!                          Anger                         CriticismOnline Communication 4            Cem Cinlar   45
Thank youPlease kindly find the presentation @www.slideshare.net/cemcinlarFacebook.com/cemcinlarTwitter.com/cemcinlarFours...
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Online Communication Lesson 4 A / Online Public Relations, Online Pr Rules, Benefits, Online Pr Channels, PR vs Online PR, Online Press Releases, Online Events.

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The fourth lesson of Online Communication. Online Public Relations, Online Pr Rules, Benefits, Online Pr Channels, PR vs Online PR, Online Press Releases, Online Events. Flash materials, videos and some critical pages are not included. Educational use only!

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Online Communication Lesson 4 A / Online Public Relations, Online Pr Rules, Benefits, Online Pr Channels, PR vs Online PR, Online Press Releases, Online Events.

  1. 1. ONLINE COMMUNICATION IV ONLINE PUBLIC RELATIONS, ONLINE PR RULES, BENEFITS, ONLINE PR CHANNELS, PR vs ONLINE PR, ONLINE PRESS RELEASES, ONLINE EVENTS Dr. CEM ÇINLAR 03.12.2012Online Communication 4 1
  2. 2. ContentOnline Public RelationsOnline PR RulesOnline PR ChannelsOnline Communication 4 Cem Cinlar 2
  3. 3. Online Public RelationsOnline Communication 4 3
  4. 4. Online Public Relations As an element of a business strategy, Online PR is understanding and awereness of the shared messages (right) about a brand or a person and measurable effective information to engage with others . (Cem Cinlar 2012)Online Communication 4 Cem Cinlar 4
  5. 5. Online PR Benefits - Increase awareness - Differentiate the subject - Develope impression - Improve perception - Describe your current situation - Brand-enhancement and protectionOnline Communication 4 Cem Cinlar 5
  6. 6. Online PR Benefits - Platform for engagement - Statistics - CRM and promotion tool - Breaks down the barriers - Brand advocates to be found and supported - Find hidden people - CredibilityOnline Communication 4 Cem Cinlar 6
  7. 7. Online PR Benefits - Find niche in markets - Smaller - less resource for visibility - Become transparent and reachable - Understanding quickly - Make the relevant changes - Improve your organisation - SEOOnline Communication 4 Cem Cinlar 7
  8. 8. Online PR Benefits - Context of crisis management - Cost-effective - Most platforms and tools are free - Effects online activity of the organisation - Build credibility - Online presence across different channelsOnline Communication 4 Cem Cinlar 8
  9. 9. Online PR Benefits - Enhance your visibility and reputation - Messaging to the right people - Measure - Engage online - Meet your targets - Expand your business - InfluencersOnline Communication 4 Cem Cinlar 9
  10. 10. Online PR Disadvantages - Not controlled - Negative comments (but leading possibility control & involved) - High risk investmentOnline Communication 4 Cem Cinlar 10
  11. 11. Create Value by Online PR - Reason to share - Create the organisation - Encourage them to share - Invest the resources - Strategy & planning - CompetitorsOnline Communication 4 Cem Cinlar 11
  12. 12. Create Value by Online PR - Insight - Monitor - Listen - Protect your reputation - “Soft” marketing and communication channel - Boosting online activities - SEOOnline Communication 4 Cem Cinlar 12
  13. 13. Create Value by Online PR - Opportunity to speak and listen - Make people aware of - Two-way communication - Transparency - Online business practice - Educational experienceOnline Communication 4 Cem Cinlar 13
  14. 14. Create Value by Online PR - Find evangelists and ambassadors - Relationships - Fragmented and distributed - Correct audience or customers relationsOnline Communication 4 Cem Cinlar 14
  15. 15. Main Acts - Communicating with media owners (influencers) - Link building - Entegrated (blogs, podcasting, RSS feed, widgets, etc.) - Managing third party presence - Creating buzz / viralOnline Communication 4 Cem Cinlar 15
  16. 16. Link Building - Key activity for SEO - A structured activity to include good quality hyperlinks to your site from relevant sites with a good page rank.Online Communication 4 Cem Cinlar 16
  17. 17. Reciprocal Link - Less valuable - Link agreed beetwen you and another organisation.Online Communication 4 Cem Cinlar 17
  18. 18. Sites - Prnewswire.com - Internetwire.com - Pressbox.co.uk - Prweb.com - Businesswire.comOnline Communication 4 Cem Cinlar 18
  19. 19. Online PR ChannelsOnline Communication 4 19
  20. 20. Online PR Channels - Profiles on social networks - Social media management - Microblogging accounts - Bookmarking accounts & tools - Video creation & video sharing sites accounts - Really Simple Syndication feeds - Mashups (combined content)Online Communication 4 Cem Cinlar 20
  21. 21. Online PR Channels - Brand or corporate blog - Avatar or place in virtual worlds - News sites - Sectoral sites - News agenciesOnline Communication 4 Cem Cinlar 21
  22. 22. Online PR Channels - Online magazines - Applications - Podcasts - Widgets (tools for webside or desktop) - Web - Google gadgets - Desktop and operating system gadgets - Social sharing gadgetsOnline Communication 4 Cem Cinlar 22
  23. 23. Tagging & Folksonomies Tagging - Categorise content on a site through adding descriptive terms. Folksonomies : Folk & taxonomy - method of creating and managing tags to categorize content collaborativelyOnline Communication 4 Cem Cinlar 23
  24. 24. Online PR Valuable DataOnline Communication 4 24
  25. 25. How to - Story woth reading - Strong hook - Story first, detail later - Concise, objective and to the point - Active, compelling language - Jargon free - Keyword optimized - Link back to your website - Stick to the guidelineOnline Communication 4 Cem Cinlar 25
  26. 26. Online PR Valuable Data - Press releases - Infographics - Videographics - White papers - Surveys - ResearchesOnline Communication 4 Cem Cinlar 26
  27. 27. Online PR Valuable Data - New products - New services - Added values - Profit / Loss - Investments - ArticlesOnline Communication 4 Cem Cinlar 27
  28. 28. Online PR Valuable Data - Interviews - Sectoral data - Knowledge sharingOnline Communication 4 Cem Cinlar 28
  29. 29. Social Media LovesOnline Communication 4 29
  30. 30. Social Media Loves - Corporate Side Done - Companies/individuals in conflict / in crisis - Timely or unusual events - Innovations or firsts - Consumer related, local informations - Financial results or announcements - Law issuesOnline Communication 4 Cem Cinlar 30
  31. 31. Social Media Loves - Corporate Side Said - New information shared - Experts, unique insights shared - Futurisme - Real examples with customers - Gorgeous images / videos / audiosOnline Communication 4 Cem Cinlar 31
  32. 32. Social Media Loves - Corporate Side Said - Industry researches - Company & CEO profiles - Sectoral experts - Comment & opinion - Market overviewsOnline Communication 4 Cem Cinlar 32
  33. 33. Core MessagesOnline Communication 4 33
  34. 34. Core Messages - Simple - Story - Relevant - Memorable - Focus - Pictorial - Benefit - Anecdotal - Public - Surprising - Grab attention - Name - Avoid jargon - Key pointOnline Communication 4 Cem Cinlar 34
  35. 35. Message SupportOnline Communication 4 35
  36. 36. Message Support - Facts Use plain statements to describe a circumstance, situation or process - Numbers Use clear statistics, e.g. ‘one in three’, deliver clearly and don’t overloadOnline Communication 4 Cem Cinlar 36
  37. 37. Message Support - Analogy or comparison To add clarity to a story or to highlight key content, a common frame of reference, or a contrast of solutions/circumstancesOnline Communication 4 Cem Cinlar 37
  38. 38. Message Support - Personal experience First-hand experience with the company or the testing process helps audience relate to the message and build the ‘face’ of the companyOnline Communication 4 Cem Cinlar 38
  39. 39. Message Support - Repetition Highlights importance - Succinct Keep it simpleOnline Communication 4 Cem Cinlar 39
  40. 40. Questions Closed Questions Receives a single word or very short, factual answer. hOnline Communication 4 Cem Cinlar 40 http://bit.ly/Ykd2dI
  41. 41. Questions Open Questions Longer answers. They usually begin with what, why, how. An open question asks the respondent for his or her knowledge, opinion or feelings.Online Communication 4 Cem Cinlar 41
  42. 42. Questions Leading Questions Leading questions try to lead the respondent to your way of thinking.Online Communication 4 Cem Cinlar 42
  43. 43. Questions Rhetorical Questions Rhetorical questions arent really questions. Theyre really just statements phrased in question form.Online Communication 4 Cem Cinlar 43
  44. 44. Never Say! Off the record! No comment!Online Communication 4 Cem Cinlar 44
  45. 45. Never! Anger CriticismOnline Communication 4 Cem Cinlar 45
  46. 46. Thank youPlease kindly find the presentation @www.slideshare.net/cemcinlarFacebook.com/cemcinlarTwitter.com/cemcinlarFoursquare.com/cemcinlarLinkedin.com/in/cemcinlarOnline Communication 4 46

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