ONLINE COMMUNICATION IV     ONLINE PUBLIC RELATIONS, ONLINE PR RULES, BENEFITS,            ONLINE PR CHANNELS, PR vs ONLIN...
ContentPR vs Online PROnline Press ReleasesOnline PR & EventsPR TermsOnline Communication 4   Cem Cinlar   2
PR vs Online PROnline Communication 4               3
PR                   Online PR               Ethics code of press                  Netiquette                      Press r...
Differences – Online PR & PR  -     The audience is connected to organisations  -     The members of the audience are conn...
Online Press ReleasesOnline Communication 4          6
Online Press Releases  -     Written statement to the media  -     Announce  -     Generating a story  -     Fundamental t...
Online Press Releases  Headline  -     Brief, clear and to the point  -     Write your headline at the end  -     Check yo...
Online Press Releases  Headline  -     Use the present tense  -     Exclude "a" and "the’’  -     First word capitalized  ...
Online Press Releases  Body  -     Start with the date and city  -     Grab with first sentence  -     The next two senten...
Online Press Releases  Body  -     Avoid jargon  -     No wasted words  -     The first paragraph (two to three sentences)...
Online Press Releases  Body  - 5Ws & H          - Who, What, When, Where, Why & HowOnline Communication 4          Cem Cin...
Online Press Releases  Body  -     Basics defined  -     Clear  -     Short and to the point (complete in the first page) ...
Online Press Releases  Company Info  - Information of the company & links (2. page - The title–About        XYZ_COMPANY)  ...
Online Press Releases  Other Info  - Add contact          - Key person          - Department          - AgencyOnline Commu...
Online Press Releases  - Signal the end of the press release  - Customised visuals, video or audio  - Tone of voiceOnline ...
Online Press Release Tips  -     The company name in the headline  -     "Immediate Release" Or "Embargoed Until..."  -   ...
Online Press Release Tips  -     Call to action  -     Headline at the end  -     No compress or zip  -     No giant type ...
Online Press Release Tips  -     Use headline as the subject line of the email  -     Craft each release to target a speci...
Press Relations  Remember these  Journalists dont have time to research  Focus their writeupOnline Communication 4        ...
Warnings  Do not advertise  Always include a quote  Be positiveOnline Communication 4              Cem Cinlar   21
Remember that                         One way or another everybody is connected!                                  Serial E...
Online PR & EventsOnline Communication 4            23
Online PR & Events  - Generating free media coverage          -   Decide on the type of event          -   Set a suitable ...
Online PR & Events  Blogger  -     Get to know your target  -     Engage them  -     Build a relationship  -     Make it r...
PR TermsOnline Communication 4              26
PR Terms  - ACE (Advertising Cost Equivalent)  How much would this editorial piece cost if it had  been paid-for advertisi...
PR Terms  - ACE PR Value  Unlike paid-for advertising, unpaid-for editorial is  thought to be of higher value. The PR indu...
PR Terms  - Advertorial  Advertorial is a paid-for feature that has the look  and feel of an editorial. Some publications ...
PR Terms  - Attitude Research  Attitude research measures and interprets the  feelings, beliefs and opinions the public ha...
PR Terms  - Behavioural Objective  The behavioural objective is how you want the  public to behave at the end of a public ...
PR Terms  - Collateral PR  The effect of gaining good PR on the back of  someone else’s coverage is known as collateral  P...
PR Terms  - Competitor Analysis  Competitor analysis is the measure of the success  of your companys PR strategy in relati...
PR Terms  - Content Analysis  An informal measurement tool that tracks  messages – written, spoken or broadcast and  cover...
PR Terms  - Core Message  More fundamental than a key message, core  messages are positioning words and phrases.  Press re...
PR Terms  - Cost-Effectiveness  How cost-effective was your PR campaign? i.e.  what was the overall cost compared to the  ...
PR Terms  - CPT              [Cost per Thousand (Or CPM, the M being the Roman numeral for 1,000)]  CPT is a measure of va...
PR Terms  - CPT              [Cost per Thousand (Or CPM, the M being the Roman numeral for 1,000)]  CPT is a measure of va...
PR Terms  - Crisis Management  Crisis management refers to the handling of  extraordinary events that best reflect a  comp...
PR Terms  - Impressions/Impacts  Impressions are the number of times a marketing  message is seen x the number of people w...
PR Terms  - Keywords  Keywords are the specific words or phrases, often  lifted from a press release, which feature in the...
PR Terms  - Mention Prominence  Mention prominence is typically measured as  how many times you were mentioned as a  perce...
PR Terms  - OTS                  Opportunity To See (OTH – Opportunity To Hear)  A calculation determining the number of t...
PR Terms  - Outcomes  A measurable change in opinion, attitude,  awareness or knowledge following a public  relations camp...
PR Terms  - Press Release  A statement issued to the media to either  describe a product or service, or to state a  positi...
PR Terms  - Proactive PR/Reactive PR  Editorial that appears as a direct result of PR  input is proactive PR. As opposed t...
PR Terms  - Public  A group of people which contain the target  audience for the PR campaign are known as the  public.Onli...
PR Terms  - Public Relations Effectiveness  The success or effectiveness of your PR campaign  is measured by the degree to...
PR Terms  - Qualitative Analysis  Qualitative analysis is collecting and analysing  data regarding what people do, say, an...
PR Terms  - Quantitative Analysis  Quantitative analysis refers to actual  measurements. How many times was your  company ...
PR Terms  - Reach  The reach of a campaign is the total number of  people within your target audience that may see  your m...
PR Terms  - Reputation  The public’s or target audience’s perception of a  product or service in terms of credibility,  tr...
PR Terms  - ROI – Return On Investment  Return on investment is a measure of budget  spent to achieve an objective, versus...
PR Terms  - Sector Analysis  An overall measure of an industry sectors media  coverage is known as sector analysis. For in...
PR Terms  - Share of Shout  If a number of companies are featured in an  article, the share of shout refers to which  comp...
PR Terms  - SOV - Share Of Voice  A measurement of the total radio and TV  coverage regarding a certain product or company...
PR Terms  - Situation Analysis  A third party assessment of the PR issues or  opportunities that a company may be facing a...
PR Terms  - Snapshot Document  A snapshot document combines an executive  summary and best of press. It may also include  ...
PR Terms  - Syndicated Articles  The same article published across a series is  known as a syndicated article. The copy an...
PR Terms  - Target Audience  The group of people you are trying to reach with  your message are known as the target audien...
PR Terms  - Target Publications  Newspapers and magazines whose readership  profile best matches a companys target audienc...
PR Terms  - Throughputs  All the creative and production elements (writing,  editing and printing) for producing a publica...
PR Terms  - Tonal Bias  Tonal bias denotes whether an article has a  positive, neutral/balanced or negative slant.Online C...
PR Terms  - Tone of Media  Tone of media is an analysis tool that accurately  reflects the mood of the press, by any numbe...
PR Terms  - Tone of Media  Trend AnalysisTrend analysis is the when the  coverage of a product or topic is examined over a...
Thank youPlease kindly find the presentation @www.slideshare.net/cemcinlarFacebook.com/cemcinlarTwitter.com/cemcinlarFours...
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Online Communication Lesson 4 B / 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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Transcript of "Online Communication Lesson 4 B / 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. ContentPR vs Online PROnline Press ReleasesOnline PR & EventsPR TermsOnline Communication 4 Cem Cinlar 2
  3. 3. PR vs Online PROnline Communication 4 3
  4. 4. PR Online PR Ethics code of press Netiquette Press releases Optimized press releases One 2 Many One 2 One / One 2 Many Media tactics Channel tactics Old paradigms New paradigms One way Two way Long term Short term Spread Faster spread Hard to create synergy Easy to create synergy Press monitoring Internet monitoring Directing Interactivity Not constant Constant Limited area Limitless area Temporary Permanent Inorganic Organic & ViralOnline Communication 4 Cem Cinlar 4
  5. 5. Differences – Online PR & PR - The audience is connected to organisations - The members of the audience are connected to eachother - The audience has access to other information - Audiences pull information (inbound marketing) - Less control - More options to create own story - Need for faster response - Easier to monitorOnline Communication 4 Cem Cinlar 5
  6. 6. Online Press ReleasesOnline Communication 4 6
  7. 7. Online Press Releases - Written statement to the media - Announce - Generating a story - Fundamental tool of PROnline Communication 4 Cem Cinlar 7
  8. 8. Online Press Releases Headline - Brief, clear and to the point - Write your headline at the end - Check your writing - Grabber to attract journalists or readers - Describe the latest - Headlines written in bold and larger font sizeOnline Communication 4 Cem Cinlar 8
  9. 9. Online Press Releases Headline - Use the present tense - Exclude "a" and "the’’ - First word capitalized - Create a more graphically attractive look and feel - Do not capitalize every word - Extract the most important keywordsOnline Communication 4 Cem Cinlar 9
  10. 10. Online Press Releases Body - Start with the date and city - Grab with first sentence - The next two sentences should then expand - Body should be compact - Use short sentences and paragraphs - Avoid repetition and overuseOnline Communication 4 Cem Cinlar 10
  11. 11. Online Press Releases Body - Avoid jargon - No wasted words - The first paragraph (two to three sentences) should sum up - Additional content must elaborate - Actual facts clarificationsOnline Communication 4 Cem Cinlar 11
  12. 12. Online Press Releases Body - 5Ws & H - Who, What, When, Where, Why & HowOnline Communication 4 Cem Cinlar 12
  13. 13. Online Press Releases Body - Basics defined - Clear - Short and to the point (complete in the first page) - Newsworthy - IntertitlesOnline Communication 4 Cem Cinlar 13
  14. 14. Online Press Releases Company Info - Information of the company & links (2. page - The title–About XYZ_COMPANY) - Describe your company (4 or 5 lines - brochures, presentations) - Core business and the business policy - Your website & social media (linked) - Information & press kits & others (linked)Online Communication 4 Cem Cinlar 14
  15. 15. Online Press Releases Other Info - Add contact - Key person - Department - AgencyOnline Communication 4 Cem Cinlar 15
  16. 16. Online Press Releases - Signal the end of the press release - Customised visuals, video or audio - Tone of voiceOnline Communication 4 Cem Cinlar 16
  17. 17. Online Press Release Tips - The company name in the headline - "Immediate Release" Or "Embargoed Until..." - Timing - Fresh - Relevant - Follow-up call for full storyOnline Communication 4 Cem Cinlar 17
  18. 18. Online Press Release Tips - Call to action - Headline at the end - No compress or zip - No giant type and multiple colors - Put the release in the body (not as an attachment) - If requires, ‘rtx’ or ‘.doc’ is better than ‘.docx’ - Use PDF files with full media kit & lots of graphicsOnline Communication 4 Cem Cinlar 18
  19. 19. Online Press Release Tips - Use headline as the subject line of the email - Craft each release to target a specific media - Specific reporter - No specialized technical terms - If requires define it.Online Communication 4 Cem Cinlar 19
  20. 20. Press Relations Remember these Journalists dont have time to research Focus their writeupOnline Communication 4 Cem Cinlar 20
  21. 21. Warnings Do not advertise Always include a quote Be positiveOnline Communication 4 Cem Cinlar 21
  22. 22. Remember that One way or another everybody is connected! Serial Experiments LainOnline Communication 4 Cem Cinlar 22
  23. 23. Online PR & EventsOnline Communication 4 23
  24. 24. Online PR & Events - Generating free media coverage - Decide on the type of event - Set a suitable date - Make a list of all that needs arranging - Start promoting the eventOnline Communication 4 Cem Cinlar 24 http://bit.ly/VmWkIK
  25. 25. Online PR & Events Blogger - Get to know your target - Engage them - Build a relationship - Make it relevant - Tailor made - TransparencyOnline Communication 4 Cem Cinlar 25
  26. 26. PR TermsOnline Communication 4 26
  27. 27. PR Terms - ACE (Advertising Cost Equivalent) How much would this editorial piece cost if it had been paid-for advertising? ACE or advertising cost equivalent is the industry standard and gives PR a monetaryOnline Communication 4 Cem Cinlar 27 http://bit.ly/UyLEEF
  28. 28. PR Terms - ACE PR Value Unlike paid-for advertising, unpaid-for editorial is thought to be of higher value. The PR industry considers ACE PR value to be approximately 2.5 times greater than that achieved by advertising.Online Communication 4 Cem Cinlar 28
  29. 29. PR Terms - Advertorial Advertorial is a paid-for feature that has the look and feel of an editorial. Some publications may write the copy, others may let you write it yourself. The article will have the words promotion or advertorial at the top of the page.Online Communication 4 Cem Cinlar 29
  30. 30. PR Terms - Attitude Research Attitude research measures and interprets the feelings, beliefs and opinions the public have towards your client or product. Will hopefully improve by the end of a PR campaign.Online Communication 4 Cem Cinlar 30
  31. 31. PR Terms - Behavioural Objective The behavioural objective is how you want the public to behave at the end of a public relations campaign. i.e. think more favourably towards your company, buy more of your products.Online Communication 4 Cem Cinlar 31
  32. 32. PR Terms - Collateral PR The effect of gaining good PR on the back of someone else’s coverage is known as collateral PR. This can happen when your product or service is compared favourably to a competitor’s in an editorial.Online Communication 4 Cem Cinlar 32
  33. 33. PR Terms - Competitor Analysis Competitor analysis is the measure of the success of your companys PR strategy in relation to your competitors’ - using a number of different measures.Online Communication 4 Cem Cinlar 33
  34. 34. PR Terms - Content Analysis An informal measurement tool that tracks messages – written, spoken or broadcast and coverts them into a measurable form.Online Communication 4 Cem Cinlar 34
  35. 35. PR Terms - Core Message More fundamental than a key message, core messages are positioning words and phrases. Press releases will also contain the core message.Online Communication 4 Cem Cinlar 35
  36. 36. PR Terms - Cost-Effectiveness How cost-effective was your PR campaign? i.e. what was the overall cost compared to the results. Or what was the ratio in changes of costs to the change in effects.Online Communication 4 Cem Cinlar 36
  37. 37. PR Terms - CPT [Cost per Thousand (Or CPM, the M being the Roman numeral for 1,000)] CPT is a measure of value and describes the cost of 1,000 impressions. For example, a PR campaign that achieves 750,000 impressions, with a £150,000 ACE value has a CPT of £5 (750,000 divided by £150,000).Online Communication 4 Cem Cinlar 37
  38. 38. PR Terms - CPT [Cost per Thousand (Or CPM, the M being the Roman numeral for 1,000)] CPT is a measure of value and describes the cost of 1,000 impressions. For example, a PR campaign that achieves 750,000 impressions, with a £150,000 ACE value has a CPT of £5 (750,000 divided by £150,000).Online Communication 4 Cem Cinlar 38
  39. 39. PR Terms - Crisis Management Crisis management refers to the handling of extraordinary events that best reflect a company’s view whilst still retaining a relationship with the media.Online Communication 4 Cem Cinlar 39
  40. 40. PR Terms - Impressions/Impacts Impressions are the number of times a marketing message is seen x the number of people who see it. 10 people seeing a message 10 times = 100 impressions. 1 person seeing a message 100 times also equals 100 impressions.Online Communication 4 Cem Cinlar 40
  41. 41. PR Terms - Keywords Keywords are the specific words or phrases, often lifted from a press release, which feature in the editorial. It is needed for monitoring and measurement.Online Communication 4 Cem Cinlar 41
  42. 42. PR Terms - Mention Prominence Mention prominence is typically measured as how many times you were mentioned as a percentage of the article; whether you were above the fold; in the headline or just mentioned.Online Communication 4 Cem Cinlar 42
  43. 43. PR Terms - OTS Opportunity To See (OTH – Opportunity To Hear) A calculation determining the number of times someone is likely to see a marketing message is known as OTS.Online Communication 4 Cem Cinlar 43
  44. 44. PR Terms - Outcomes A measurable change in opinion, attitude, awareness or knowledge following a public relations campaign.Online Communication 4 Cem Cinlar 44
  45. 45. PR Terms - Press Release A statement issued to the media to either describe a product or service, or to state a position on an issue. Hopefully, the media will produce it as their own editorial either wholly or in part. A press release is often accompanied by graphics or photos.Online Communication 4 Cem Cinlar 45
  46. 46. PR Terms - Proactive PR/Reactive PR Editorial that appears as a direct result of PR input is proactive PR. As opposed to reactive PR where the editorial has appeared as a result of the publications initiative.Online Communication 4 Cem Cinlar 46
  47. 47. PR Terms - Public A group of people which contain the target audience for the PR campaign are known as the public.Online Communication 4 Cem Cinlar 47
  48. 48. PR Terms - Public Relations Effectiveness The success or effectiveness of your PR campaign is measured by the degree to which the outcome is in line with your campaign goals.Online Communication 4 Cem Cinlar 48
  49. 49. PR Terms - Qualitative Analysis Qualitative analysis is collecting and analysing data regarding what people do, say, and think about your product, service or company. For example, what’s their opinion of your product? What’s their attitude towards your company?Online Communication 4 Cem Cinlar 49
  50. 50. PR Terms - Quantitative Analysis Quantitative analysis refers to actual measurements. How many times was your company mentioned in an editorial? How many column inches did you get? How many people in your target market read the article?Online Communication 4 Cem Cinlar 50
  51. 51. PR Terms - Reach The reach of a campaign is the total number of people within your target audience that may see your message. Sometimes referred to as coverage. Most often expressed as a percentage and the actual number together. For example, ‘this campaign will reach 10.71% of my target audience which equals 258,000 people’.Online Communication 4 Cem Cinlar 51
  52. 52. PR Terms - Reputation The public’s or target audience’s perception of a product or service in terms of credibility, trustworthiness or image.Online Communication 4 Cem Cinlar 52
  53. 53. PR Terms - ROI – Return On Investment Return on investment is a measure of budget spent to achieve an objective, versus the income generated through the activity. In other words how much has did it cost us to get this amount of coverage or sales?’.Online Communication 4 Cem Cinlar 53
  54. 54. PR Terms - Sector Analysis An overall measure of an industry sectors media coverage is known as sector analysis. For instance in retail, ‘What is the retail sector achieving and how do we measure up against the sectors performance?’.Online Communication 4 Cem Cinlar 54
  55. 55. PR Terms - Share of Shout If a number of companies are featured in an article, the share of shout refers to which company dominates the page or is featured more heavily.Online Communication 4 Cem Cinlar 55
  56. 56. PR Terms - SOV - Share Of Voice A measurement of the total radio and TV coverage regarding a certain product or company to determine the number of opportunities to see (OTS) or opportunities to hear (OTH).Online Communication 4 Cem Cinlar 56
  57. 57. PR Terms - Situation Analysis A third party assessment of the PR issues or opportunities that a company may be facing at any given time.Online Communication 4 Cem Cinlar 57
  58. 58. PR Terms - Snapshot Document A snapshot document combines an executive summary and best of press. It may also include press releases and a short overview.Online Communication 4 Cem Cinlar 58
  59. 59. PR Terms - Syndicated Articles The same article published across a series is known as a syndicated article. The copy and layout can sometimes change within the seriesOnline Communication 4 Cem Cinlar 59
  60. 60. PR Terms - Target Audience The group of people you are trying to reach with your message are known as the target audience. They can be defined by socio-economic groups or other specified criteria. Also referred to as target market.Online Communication 4 Cem Cinlar 60
  61. 61. PR Terms - Target Publications Newspapers and magazines whose readership profile best matches a companys target audience are known as target publications.Online Communication 4 Cem Cinlar 61
  62. 62. PR Terms - Throughputs All the creative and production elements (writing, editing and printing) for producing a publication.Online Communication 4 Cem Cinlar 62
  63. 63. PR Terms - Tonal Bias Tonal bias denotes whether an article has a positive, neutral/balanced or negative slant.Online Communication 4 Cem Cinlar 63
  64. 64. PR Terms - Tone of Media Tone of media is an analysis tool that accurately reflects the mood of the press, by any number of core messages and subjects, plus other criteria such as the publication and journalist.Online Communication 4 Cem Cinlar 64
  65. 65. PR Terms - Tone of Media Trend AnalysisTrend analysis is the when the coverage of a product or topic is examined over a period of time (often the length of a PR campaign) to see how what changes there are in opinion or attitude towards it.Online Communication 4 Cem Cinlar 65
  66. 66. Thank youPlease kindly find the presentation @www.slideshare.net/cemcinlarFacebook.com/cemcinlarTwitter.com/cemcinlarFoursquare.com/cemcinlarLinkedin.com/in/cemcinlarOnline Communication 4 66

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