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Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
Gerry mc cusker
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Gerry mc cusker

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Published in: News & Politics, Business
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Transcript

  • 1.  
  • 2. PR crises often start online Managing Web2.0 or digital media issues is critical if you want to avoid a heritage media disaster.
  • 3. Using social media to attack reputation
  • 4. And digital media influences old media Oriella PR Network Survey May/June 2010 - How Digital Media Has Changed News Gathering 770 journalists (2010) - 361 journalists (2009) 15 countries - US, West/East Europe, Russia, Brazil Trends - audiences; ad revenues; content are all moving online
  • 5. Journalists and the online trends Over 50% believe their (trad) channel will fold In Sweden, 1 in 6 has switched completely to online 44% agree number of print media will shrink dramatically 40% - new formats (blogs etc) creating new landscape 40% media now offer Twitter feeds (How many corporates do the same?)
  • 6. They need to produce digital content 46% forced to produce ‘digital format’ content 30% are working longer hours 28% have less time to research stories 35.45% say new media has improved journalism
  • 7. What exactly do they want from us? Video content - down from 35% to 27.5% Audio podcasts - down from 19% to 15% Social Media Newsrooms - near doubled to 17.45% 52% find stills photography useful
  • 8. What this means for PR people… Overall hunger for content increasing; media is exploding, fragmenting PRs/marketers have to work quicker Traditional PR output is still essential Provide ready-format materials to make journalist’s job easier PRs must create content in multi-format modes Go out of your way to help journalists AND Go around ‘old media’ and deal direct with stakeholders (via social media)
  • 9. Social media influences ‘old’ media 88% (US) journos spend 20hrs/week online - +28% 95%; search Google (and other search engines) 89% look for story ideas SocMed journos; 85% on Linkedin; 55% Facebook 77% rely on online newswires 75% read blogs - +3% (Arketi Group 2009)
  • 10. Managing issues, avoids crises Over 80% of all PR disasters could have been avoided Why weren’t they? Lack of quality intelligence. AND CORPORATE ALOOFNESS.
  • 11. Manage reputation vigilantly & carefully
  • 12. Scientology and reputation mgmt Each member is a PR fanatic - they zealously monitor and present the message Meticulous notekeepers - debriefs, dossiers and profiles of every media contact Media micro-management - they ‘assign’ PRs to pesky critics/publishers Proof points - ‘evidence’, info, research, studies that over-inform the journalist Detachment - skilled at distancing themselves from accusations/allegations Discredit – any material that besmirches, taints any criticism of the group Seige mentality - reputation is a war; no pacifists ever won a battle
  • 13. Online Reputation Tip 1 – Get a policy
  • 14. Tip 2 – Start to monitor effectively
  • 15. Tip 3 - Don’t go public too early
  • 16. Tip 4 - Populate Google ‘organic’
  • 17. Understand the rules of engagement
  • 18. Further help or information…

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