MBO 2011: Transition to Online PR


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A look at the shift from traditional PR to online PR. Originally presented at the MBO 2011 conference in Indianapolis

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MBO 2011: Transition to Online PR

  1. 1. Then and Now: <br />A Look at the Shift from Traditional to Online PR<br />1<br />
  2. 2. What is Public Relations?<br />Managing communication between an organization and its publics<br />Promoting goodwill between itself and its audiences/publics<br />Providing exposure to relevant audiences using topics of public interest and news items that provide a third-party endorsement<br />Areas of focus include:<br />Employee<br />Customer<br />Investor<br />Community<br />Media<br />Labor<br />Analyst<br />Crisis <br />Government<br />Internal<br />2<br />
  3. 3. 3<br />
  4. 4. Advertising<br />VS.<br />Public Relations<br />Free Coverage <br />Freedom of the Press<br />Less control, more credibility<br />Window of Opportunity<br />Rely on news/events for coverage <br />Third Party Opinion<br />Just the Facts<br />Paid Space<br />Controlled Message<br />Content always seen as intended<br />Unlimited Shelf Life<br />Pay to be seen as often as desired<br />Company trying to sell<br />“Buy this!” “Act now!”<br /> PR and advertising are strategies used by marketing professionals to accomplish overall business goals of an organization. <br />http://advertising.about.com/od/careersource/a/10advpr.htm<br />4<br />
  5. 5. 5<br />
  6. 6. Then and Now: Traditional PR  Online PR<br />The 5 W’s (+ an “H”) of the message:<br />When <br />Why <br />How (long)<br />Who<br />What<br />Where <br />6<br />
  7. 7. WHOWe have become the media<br />NOW<br />THEN<br />We are the “publics” and the media<br />Messages reach a wider audience now than ever before<br />Influencers not limited to print news columnists<br />“Publics” were only reachable through the print (and sometimes TV) media they read/saw.<br />Typically distributed to that limited audience just the one time. <br />7<br />
  8. 8. Traditional media outlets are online – and social:<br /><br />8<br />WHO<br />
  9. 9. Online = Easy to Share<br />9<br />WHO<br />
  10. 10. 10<br />WHO<br />
  11. 11. 11<br />WHO<br />
  12. 12. 12<br />WHO<br />
  13. 13. 13<br />WHO<br />
  14. 14. The Math:<br />Twitter:<br />382 tweets<br />x 27 followers<br />10,314<br />Facebook:<br />257 likes<br />x 130 friends<br />33,410<br />LinkedIn:<br />111 shares<br />x 60 connections<br />6,660<br />TechCrunch Unique Visitors:<br />1,736,412<br />50,384 additional potential views<br />824 probable views*<br />http://www.scribbal.com/2011/05/infographic-awesome-facts-about-twitter-facebook/<br />14<br />WHO<br />
  15. 15. Today’s Influencers<br />15<br />WHO<br />
  16. 16. YouTube Reviewers<br />16<br />WHO<br />
  17. 17. 17<br />WHO<br />
  18. 18. WHATThemessage – make sure you can be found<br />NOW<br />THEN<br />Keywords. SEO requires us to be aware of exactly what words we use<br />Need to monitor- and participate - in conversations about your brand<br />Well-crafted, clear, targeted messaging has always been the focus<br />18<br />
  19. 19. Keywords<br />SEO Press Release<br />Determine your keywords <br />Don’t shorten terms – use “data management solution” rather than “solution”<br />Use a wire service<br />Corporate Blog<br />“Link bait” posts are carefully crafted to be extra juicy and create excitement in your market. <br />News posts keep your readers up to date about trends and happenings in your industry.  <br />Multimedia posts contain either audio or video files that are played right in the post. <br />19<br />WHAT<br />
  20. 20. 20<br />WHAT<br />
  21. 21. Monitoring<br />21<br />WHAT<br />
  22. 22. Monitoring Tools<br />Wildfire’s Social Media Monitor tracks and compares how brands are performing on Facebook and Twitter.<br />A social media search engine that searches for keywords on blogs, comments, bookmarks, events, news, videos and microblogging services — and provides metrics around keywords and “sentiment.”<br />Lets you search for influential blogs in a given niche or subject.<br />22<br />WHAT<br />
  23. 23. WHEREGlobal message distribution<br />NOW<br />THEN<br />The distribution of the message was limited to where the newspapers were circulated and where TV shows aired<br />Immediate global distribution of messaging is possible<br />23<br />
  24. 24. News Travels Fast<br />At 8 p.m. ET on Wed., shortly after news broke of Mr. Jobs’ death, Twitter counted 6,049 posts/second, making it one of the most discussed news events ever on Twitter<br />http://mediadecoder.blogs.nytimes.com/2011/10/06/tributes-to-steve-jobs-flood-social-media-platforms/<br />24<br />WHERE<br />
  25. 25. 25<br />WHERE<br />
  26. 26. Over 1.5 million views on YouTube starting shortly after his death was announced Wed. night and into Thurs. afternoon, a spokesman for YouTube said. <br />By noon on Thursday, people had uploaded more than 3,000 videos tagged “Steve Jobs” onto YouTube.<br />Almost 5 million posts on Twitter from Wed. night until 5 p.m. on Thursday. <br />50,016 mentions of him on Wed., rising to more than 879,000 on Thurs., - the single largest volume of conversation about him since he resigned as Apple’s CEO<br />Official Steve Jobs Facebook page has more than one million fans with more 7,000 people posting comments and sharing items on the wall.<br />26<br />WHERE<br />
  27. 27. WHENInstantcommunication and coverage<br />NOW<br />THEN<br />Communication with media, as well as coverage, is instantaneous<br />More coverage, more often<br />Slower correspondence with media, longer turnaround for coverage<br />27<br />
  28. 28. Timing is everything. <br />New methods of communication<br />Email<br />Twitter<br />Text<br />Prioritizing outreach<br />Exclusives<br />Sneak peeks / previews<br />Press tours<br />28<br />WHEN<br />
  29. 29. WHYLanding the sale<br />NOW<br />THEN<br />Exposure of the product/service/organization<br />$ales<br />$ales and exposure <br />Traffic and search rankings<br />29<br />
  30. 30. Analytics<br />30<br />WHY<br />
  31. 31. Referral Sources<br />31<br />WHY<br />
  32. 32. HOW (long)Messages live forever<br />NOW<br />THEN<br />Read newspaper, throw it away<br />Content – both good and bad – lives forever online <br />32<br />
  33. 33. Summary<br />Who:<br /> Us. People are sharing content via social media so messages have wider distribution<br />What: <br />The message. Keywords need to be incorporated to make messages visible<br />Where:<br />Everywhere. Messages are being distributed globally<br />When:<br />Instantly. Communication with editors is faster, enabling more coverage more often<br />Why:<br />Money. And Web traffic, which leads to money<br />How (long):<br />Forever. With good SEO, content can be easily found on the Web for many years<br />33<br />