Week 2 the game has changedPresentation Transcript
DIGITAL PR (PRAD 391) The Game Has Changed
How did you get your client or organization noticed before the Web and social media?
Buy advertising space
Earn media coverage (through media relations/publicity)
Interpersonal communication (one-on-one or small group interactions – think a salesperson)
Organizational communication (direct mail, flyers, brochures, newsletters, annual reports, etc.)
Digital technologies and the Web help put the “public” back in public relations
Through digital platforms such as the Web (social networking sites, e-mail, blogs, online video, websites), we can now communicate directly with our publics.
Thanks to the emergence of the Web, there is no longer a “wall” between the organization and its publics
Big Benefits: Lower cost generally than advertising and the potential for much larger reach than traditional interpersonal or organizational communication tactics available
In the “old days” how would a PR professional communicate directly with her publics?
“ Old School” vs. “New School” to communicate directly with one’s publics Important: The rise of “new school” digital PR tactical options does not represent the end of “old school” tactics; they still very much have their time and place. This class of course will be focusing on digital PR options. Old School Tactics New School Tactics Newsletter or letters E-mail/e-newsletters Flyer /Brochure Website and blog posts Reports Web video (YouTube, etc.) Host an event Facebook news feed/wall Give a speech/presentation Tweets Position papers/reports Mobile apps/alerts
Working through the media used to be the only game in town for PR, but this is changing
Some brands now have audience reach that matches or exceeds the largest traditional media outlets
In the old days, how would we conduct research during, before, or after a PR campaign?
Conduct focus groups
Conduct in-depth interviews
Surveys (telephone or in-person)
Content analyses of media clips
Secondary data (reports, etc.)
Informal research (customer feedback, employee comments, etc.)
Track search query/interest data (Google Trends/Insights)
Track website traffic (Omniture, Webtrends, Google Analytics)
Track conversations on Twitter, Facebook and other social networks
Monitor email comments, post to blogs, brand communities, etc.
Bottom-line: The Social web impacts all stages of the public relations campaign process