e!PR By David Phillips

Making Online Public Relations Work David Phillips Innovative Internet Marketing TM Internet Marketing

Online PR – way to go
Some thoughts
The five elements
Some examples
Mashing it up
Innovative Internet Marketing TM Internet Marketing

Estonia and Europe Web 2.0
With 64% households online (against 49% average across Europe), SIM card penetration among the highest and broadband adoption in the top quartile, Estonia has great for PR opportunities.
Not either/or its both
Online PR is developing fast and has four big features
Many channels for communication – and growing
Many platforms for communication – and growing
Not many true experts
Huge demand for strategic and tactical skills - worldwide

Estonia is very switched on
Estonia
100 megabit internet access covering the whole of Estonia by the year 2015 – well ahead of rest of EU
Estonia is 18 th most connected in the World
Skype is the largest provider of international calls.
We know this....
Estonia is a small country – so mass market theory is not so relevant
Estonia has masses of media but no mass media and they are under pressure

The opportunity beckons
Viviane Reding Member of the European Commission
responsible for Information Society and Media says:
“ Web 2.0 and social networks are growing at viral rates . Popular social sites attract more than 120 million regular users. This is only the beginning as web 2.0 applications will be more and more used by businesses
“ The emergence of 'enterprise 2.0' will bring about huge benefits to European companies and SMEs in particular.

People buy stuff online Innovative Internet Marketing TM Internet Marketing

The predictions all go one way Innovative Internet Marketing TM Internet Marketing

Taking another perspective Innovative Internet Marketing TM Internet Marketing

Differences and changes
Estonia Online retail is up 6.3% this year – welcome to my world
http://xrl.in/2g65
Domestically and across the EU Online PR now needs to develop and become more pro-active in the domestic market.

The high theory
Traditional PR is still important
Basic PR skills remain critical
Identifying publics
Relationship management
Communication skills
Online needs these skills but on steroids
User generated ‘publics’
User generated brand ‘values’
User mediated publishing

No one can be the complete expert Innovative Internet Marketing TM Internet Marketing

So, where to start?
What agencies can offer
Strategy (integrated with other PR)
Rules of engagement
Auditing (important platforms and channels, audience profile, how to engage, when to engage – what are the UG ‘market’ segments and UG ‘key’ messages)
Content provision and authoring
Monitoring services
Attention
Devote time to understanding
Listen to FIR
Monitor top sector bloggers
Try things out
Make or buy
You can’t do it all
Use service providers
Use specialists
Be transparent (I am far to busy to want to have your clients as well)

A simple (dynamic) audit makes the point about the range of expertise you need http://www.netvibes.com/lindtonline#Lindt_in_Social_Media Innovative Internet Marketing TM Internet Marketing

What does this mean for you?
Areas of expertise to develop
Knowledge of the most significant (and relevant) and fast developing platforms and channels for communication
Knowledge of, and a relationship with, specialists – you can’t know everything.
Strategy capability to identify best channels and platforms for client’s use and application
Skill sets in the application of channels/platforms
Capability to sell effective solution to a client base desperate for good advice

Knowledge platforms and channels for communication
Follow the best in the business to see what they think and do.
Altex
eConsultancy - http://econsultancy.com/
For Immediate Release podcast http://forimmediaterelease.biz/

Five principles
Richness
Reach
Transparency
Porosity
Internet Agency

Rich content
Get the basics right
Good website design
Good interactive content
More content

Reach
Getting the right audience
At the right time
In the right context
To be involved through your service and products
Achieved by
Clear view of community (which is your audience)
Good content for the community
Good SEO -
Effective interaction
‘ fess up if it goes pear shaped
Monitor web traffic like a hawk – where do you send visitors when they have finished with your site?
Link juice magnets
Reasons to link to your site (e.g. Content like words, images, videos, interactions)
Join YOUR/YOUR ORGANISATION’S communities with something it needs or wants to know

Transparency
If you hide it, they will find it elsewhere
BUT – you share it with stakeholders AND competition.
You thought it was confidential, behind the firewall, subscription only? Think again – someone blogged it somewhere and added their own spin too.
Need good (social media) policies for employees (they are Bloggers, Twitterers and Facebook fans too) – see IBM, BBC policies

Porosity
Organisations are porous
Information leaks out
Employees
Contractors
Commercial partners
Mostly not malicious
Needs risk assessment
Needs contingency planning
Its good PR anyway

Agency
The internet acts as an agent
It can change content
Because of what people do
Because of what technologies do
When the message is out there it WILL be changed

Reach is in the long tail
20 th century mass marketing is a mind set – challenge it!
A small active online community will be the focus of 90% of sales because they act like a magnet to consumers.
Unlike old media relations, ALL the content that goes online is there (in effect) forever – with added opinions and information.

Why PR has to adopt online PR
It is now a high proportion of social interactions
Offline media is loosing its reach and power
Not the death of traditional PR – yet!
Offline content is ‘Googled’ so has to be supported
Not instead or but in addition to

What you have to do
Research and monitor current developments from experts (and they are not all American)
Try stuff out on yourself
Get close to experienced practitioners – mostly they share their knowledge
Think about audiences beyond borders

What is the opportunity
For best practice PR folk, it takes very little time to get really good – From a standing start 18 months ago Publicasity got clients like Yahoo! and United Biscuits – you can too.
This form of PR practice is not free it takes up a lot of (chargeable) time
We are all learning, there are no experts, it keeps changing, being aware of developments means you are worth more!
Its global – your expertise, the tools you create, your methodologies can be exported to partners worldwide

Where will it all end?
Bad luck – it won’t!
It will evolve – faster and faster
Of 1.5 billion internet users worldwide 70% add attention, content and interactivity. 1% add new technologies (hacks, programmes, software, facilities etc.)
Stop the world, I want to get on.
A future view for FIR 2007

Future PR – a contribution to FIR Innovative Internet Marketing TM Internet Marketing

The Advert Phillips, D & Young, P (2009) Online Public Relations 2ed Kogan Page London Part of the CIPR PR in Practice series Innovative Internet Marketing TM Internet Marketing

Thank You
Conversations?
Email: [email_address]
Blog: leverwealth.blogspot.com

e!PR By David Phillips

by altex marketing OÜ on Jun 18, 2009

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e!PR By David Phillips — Presentation Transcript