0
CommNation
Public Relations & Internet Marketing
Hybrid PR
                                  The Best of Both World!




                             PR 1.0
              ...
Let’s Work Together!           Marketing
                               Advertising




                  Branding      HY...
Public Relations     2.0
           From now on your public is not    only
                the media public but billions o...
Traditionnal Public Relations
                                        RP 1.0
                             ✓ Journalists ar...
PR 2.0
                             ✓ Brands become publishers
                             ✓ Brands become sources of
   ...
Some Key            Elements               of PR                                    2.0
✓ Keyword optimised Press Releases...
Before Writing an Article Journalists and Editors
             perform Online Reaserch

                                  ...
«Conversations are
                              taking place with or
                                  without you»
     ...
Before Launching a PR Campaign you
             need to Optimize your Site


✓   SEO
✓
                                   ...
Tools we Use
             Off Line                                      On Line
                                          ...
CommNation
                             Public Relations & Internet Marketing
© Catherine Daar juin 2010
CommNation
                             Public Relations & Internet Marketing
© Catherine Daar juin 2010
Ressources




           What are you internal ressources?
How much and what do you need to outsource?

                 ...
Reflexion and Approach




                                    CommNation
                                    Public Relati...
Recherche


                               ✓ Brand SWOT analysis
                               ✓ Study past campaigns (if...
Brand and Identity Reflexion




                             CommNation
                             Public Relations & In...
The Golden Circle
                               Simon Sinek

                   How
               Value Proposition


  ...
Define Objectives

✓   What is the actual situation?
✓   What objectives do we want to reach?
✓   Where these PR objectives...
Positioning

•What is the brand Identity?
•What do we want the public/clients/medias to know about
us?


•What is our posi...
Strategy
                             ✓ What is the global strategy?
                             ✓ Create strategy in adé...
Evolution of an Online Engagement Programm

                                                                              ...
Messages

✓Define Target Markets

✓Organize Target Markets
by priority

✓Define key messages for
each audience
             ...
Budget

    ✓Revue all actions presented
    ✓Organize actions by priority
    ✓Define the budget
    ✓Select actions accor...
Planning of the Timetable



                              ✓Establish a timetable for 1 year
                             ...
Mesures and Key Performance
                              Indicators’s
«If it can’t be measured it souldn’t be done!»


✓D...
Evaluation of Results


    ✓Did the public respond to our messages?
    ✓If yes, how ?
    ✓Which factors impacted the ta...
What are we Mesuring?
   Concret (data)
✓Traffic (site, press release, emails..)
✓Conversion (sales, newsletter subscriptio...
Mesure Success of PR 2.0 Campaigns

                             ✓   Number of visitors on site
                          ...
Evaluation Process for Online Campaigns
                                                   Reasearch of your brand’s
     ...
Tools to Mesure Online Reputation and Success of PR 2.0
                       Campaigns




                             ...
Questions?
                      Catherine.daar@commnation.com
                                  022/860 1444
            ...
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PR 2.0

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This is a workshop I have given on PR 2.0 for a client called HouseTrip.com

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Transcript of "PR 2.0"

  1. 1. CommNation Public Relations & Internet Marketing
  2. 2. Hybrid PR The Best of Both World! PR 1.0 Hybrid RP 2.0 •TV Target Market reached depending •Radio on the objectives •Social Media •Press and adapted to each •SEO •Events clients •Newsroom on site •Direct Marketing •Optimised press releases •Ect... •Ect.. CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  3. 3. Let’s Work Together! Marketing Advertising Branding HYBRID Digital Creations Public Relations Communication CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  4. 4. Public Relations 2.0 From now on your public is not only the media public but billions of individuals who have acess to the Internet CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  5. 5. Traditionnal Public Relations RP 1.0 ✓ Journalists are the «middleman» ✓ PR are in « demand» of «favours» ✓ Journalists control content ✓ «Manipulation» and «Influence» CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  6. 6. PR 2.0 ✓ Brands become publishers ✓ Brands become sources of information for the media ✓ We eliminate the middleman and reach the public directly ✓ Direct connexion with clients ✓ Conversation with the public ✓ Listen ✓ Connect ✓ Engage conversations and give opinion ✓ Pull (Inbound Marketing) vs Push CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  7. 7. Some Key Elements of PR 2.0 ✓ Keyword optimised Press Releases with direct acess to social media plateforms ✓ Promotion of press releases on social media ✓ Use of press releases distribution services (PRWeb, PRNewswire, BusinessWire, ect...) ✓ SEO PR ✓ Link Building ✓ PPC ✓ Participation in discussions in target market communities ✓ Promotion of message through influent bloggeurs ✓ Articles submission to establish expertise ✓ Creation of «social media» newsroom on site ✓ Content creation (articles, podcast, webinars...) ✓ On-going monitoring of campaings and results CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  8. 8. Before Writing an Article Journalists and Editors perform Online Reaserch janvier 2010 91% use Google 65% use social media 89% use blogs 52% use Micro blogging (Twitter,...) Source: http://www.gwu.edu/explore/mediaroom/newsreleases/ nationalsurveyfindsmajorityofjournalistsnowdependonsocialmediaforstoryresearch CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  9. 9. «Conversations are taking place with or without you» Brian Solis CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  10. 10. Before Launching a PR Campaign you need to Optimize your Site ✓ SEO ✓ Internet Marketing Web Crawlability ✓ Web Usability ✓ Web Analytics ✓ Optimised Content ✓ Creation of «Path», «Personnas», «Scent Trails», «Revolving Doors» ✓ Conversion Optimisation ✓ Call to action ✓ A/B Testing ✓ Ect.... CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  11. 11. Tools we Use Off Line On Line Optimized Press Releases Social Media (Facebook, Twitter, ect..) Radio & TV Advertising Strategy & Content Creation Campagne d’affichage Collaboratives Platforms Traditional Press Releases PPC/SEM Presentations on CD and DVD Online Videos Podcasts Press-Kit Webinars/Virtual Events Brochures & Catalogues Viral Campaigns Promotional Campaigns Blogger’s Relations Conferences & Trade show Photo Sharing (Flickr, ..) Events RSS Videos Social Bookmarking Direct Marketing Brand and Social Media Evangelists Press Relations Articles Submission Document sharing/Cases Studies Press Conferences Widgets & Applications Celebrity endorsement Email Campaigns/Newsletters Online Surveys Online Sweepstakes SEO PR/Link Building CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  12. 12. CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  13. 13. CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  14. 14. Ressources What are you internal ressources? How much and what do you need to outsource? CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  15. 15. Reflexion and Approach CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  16. 16. Recherche ✓ Brand SWOT analysis ✓ Study past campaigns (if existent) ✓ Evaluate the various target market’s level of knowledge of your brand ✓ What image does the public have of your brand? ✓ Study competitors campaigns CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  17. 17. Brand and Identity Reflexion CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  18. 18. The Golden Circle Simon Sinek How Value Proposition Why Cause What Product and Services CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  19. 19. Define Objectives ✓ What is the actual situation? ✓ What objectives do we want to reach? ✓ Where these PR objectives take place in the global business strategy? ✓ Create measurable objectives ✓ Create a list of what you want to accomplish with your business in the next 6 months, 1 year, 3 year 5 years. Ex: Reputation of the brand, establish yourself as an expert, launch of new product of services, increase sales, find partners,... ✓ Define PR objectives Ex: start up who needs visibility, establish company who needs to increase its client base, merger and aquisitions, alliances, co-branding... CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  20. 20. Positioning •What is the brand Identity? •What do we want the public/clients/medias to know about us? •What is our positioning compare to our competitors? CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  21. 21. Strategy ✓ What is the global strategy? ✓ Create strategy in adéquation with available ressources ✓ Create strategy in line with target market ✓ How to communicate messages? ✓ At which frequency? CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  22. 22. Evolution of an Online Engagement Programm Embracing Community •Bloggers Tour •Thought Leadership Blog •Social Networks Engaging online Influencers •Advocacy Enriching Content •Bloggers Outreach •Contests •Podcasting •Blogger Conference Calls •Mobile Establishing an Online Presence •Videos •Advertising •Website •Games •Ally Developments •Widgets •Sponsorships Crawl Walk Run Fly Online Monitoring Source: Edelman PR
  23. 23. Messages ✓Define Target Markets ✓Organize Target Markets by priority ✓Define key messages for each audience CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  24. 24. Budget ✓Revue all actions presented ✓Organize actions by priority ✓Define the budget ✓Select actions according to the budget ✓The budget has to be flexible et reevaluated according to results of campaigns performances CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  25. 25. Planning of the Timetable ✓Establish a timetable for 1 year ✓Give deadlines for each actions ✓Identify the Stakeholders ✓Plan the evaluation of each action CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  26. 26. Mesures and Key Performance Indicators’s «If it can’t be measured it souldn’t be done!» ✓Define KPI’s for each action ✓Actions should be actionnables ✓Define tools used to measure (free, paying) CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  27. 27. Evaluation of Results ✓Did the public respond to our messages? ✓If yes, how ? ✓Which factors impacted the target market? Their reactions? Modification of behavours? ✓What is the final impact of the campaign? ✓What measurables elements changed the brand perception? CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  28. 28. What are we Mesuring? Concret (data) ✓Traffic (site, press release, emails..) ✓Conversion (sales, newsletter subscription, ...) Subjective ✓Engagement ✓Opinion ✓Influence ✓Feeling toward the brand (negativ, neutral, positiv) CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  29. 29. Mesure Success of PR 2.0 Campaigns ✓ Number of visitors on site ✓ Incoming links ✓ Number of pages visited ✓ Landing pages ✓ Google et Yahoo alerts ✓ Data coming form press release distribution services ✓ Rankings (Alexa, Google..) ✓ Blog Buzz ✓ Number of blog comments and their toned ✓ Videos watched ✓ Réferences of brand on other sites ✓ Message reach (followers,friends, fans) ✓ Leads ✓ Off line media coverage ✓ Public Speaking ✓ General feeling (positive, negative, neutral) ✓ Etc... CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  30. 30. Evaluation Process for Online Campaigns Reasearch of your brand’s mention on blogs, social medias, forums... Measure results (general,feeling, sales Create new Actions increase,...) with various tools Evaluate for each action Decision to relaunch or action if result in stop certain actions adequation with desired objectives CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  31. 31. Tools to Mesure Online Reputation and Success of PR 2.0 Campaigns CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
  32. 32. Questions? Catherine.daar@commnation.com 022/860 1444 078/629 5046 Facebook Twitter: cat00001 http://ch.linkedin.com/in/catherinedaar Skype: cat00001 Commnation.com (coming soon) CommNation Public Relations & Internet Marketing © Catherine Daar juin 2010
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