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Week 2   the game has changed




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    Week 2   the game has changed Week 2 the game has changed Presentation 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?
      • Old Days:
      • 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.)
      • Today:
      • 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