Online PR
Daryl Willcox
Chairman
Daryl Willcox Publishing

About me

Important?

More important?

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

What is happening to media?
 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

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

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

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