Being Digital the Future of PR Daryl Willcox Chairman Daryl Willcox Publishing

Important?

More important?

Why digital? Your stakeholders are online The media is in transformation You can learn from online communities PR is ideally suited to this role

Your stakeholders are online

The media is in transformation

You can learn from online communities

PR is ideally suited to this role

Trad media is slipping

What is happening to media? Fickle audiences – going online Falling print readerships Falling ad revenues Media fragmentation Journalists behaviour changing

Fickle audiences – going online

Falling print readerships

Falling ad revenues

Media fragmentation

Journalists behaviour changing

What this means for PR Shift focus to online High speed – goodbye 'news cycle' Direct to stakeholder engagement Understand SEO and analytics Threat from other disciplines Educate your chief exec

Shift focus to online

High speed – goodbye 'news cycle'

Direct to stakeholder engagement

Understand SEO and analytics

Threat from other disciplines

Educate your chief exec

How? Play with social media – best way to learn Identify target audience Find them online (search) Listen (very important) Engage (with transparency) Get press releases online Deliver variety of content

Play with social media – best way to learn

Identify target audience

Find them online (search)

Listen (very important)

Engage (with transparency)

Get press releases online

Deliver variety of content

Monitor http://pipes.yahoo.com/pipes/pipe.info?_id=CJIfk9AC3hGCzbLYrbQIDg

Resources Six Tips www.dwpubsporadic.com/online-pr.html Online PR whitepaper www.dwpub.com/whitepapers Book: Online PR sn.im/onlinepr Book: New Rules of Marketing and PR sn.im/newrulesbook

Six Tips

www.dwpubsporadic.com/online-pr.html

Online PR whitepaper

www.dwpub.com/whitepapers

Book: Online PR

sn.im/onlinepr

Book: New Rules of Marketing and PR

sn.im/newrulesbook

Twitter fun (this is where we use social media live to bring expertise into this presentation)

Thanks for your time See you on Twitter @darylwillcox This presentation can be found at: www.slideshare.net/darylwillcox/online-pr-1658047