An introduction to online PR

The Internet at a Client Near You

What is blogging?

What is a wiki?

What is YouTube?

Does it matter?

Nope!

This work is available under a creative commons licence This license allows for redistribution, commercial and non-commercial, as long as it is passed along unchanged and in whole, with credit to you. For more information please go to http://creativecommons.org .

If there is no strategy

Blogs, wikis and YouTubes are not for you.

Will lead to disaster

That won't go away

We are now beyond the gentleman amateur

How to create a PR strategy

What is going on out there

What is going on in here

Who believes what we say anyway

What are the opportunities and risks

Now, .... is it a wiki... or a moblog?

What is going on out there?

Push bad – pull good

Web site boring – mates fun

50Mbps arrived in Ashford, Kent this year – that's Broadband at 10 time the speed you get it now and fully kitted-up WebTeli (and Aunt Flo in real time from Oz on the plasma screen).

Your online calendar on your mobile? - a breeze!

ePaper!

No newspapers!

Web sites

Must be going gangbusters – right?

More people online (70%)

Most have fast broadband

Spending more time on line (more time on line than gardening for over 60's; Kids watch an Hour less television that two years ago; Multi-tasking is rife).

10% of retail sales are on the web

Gercha * hsbc.co.uk * tesco.co.uk * ebay.co.uk * amazon.co.uk

Now – This is called action * myspace.com * youtube.com * wikipedia.com

Lesson to learn

First part of PR strategy is to know what is happening online – make no assumptions.

OK... make two:

It changes all the time – web site decline was in 2006.

You have to plan for change

Now have a look inside

We can wait until it settles down

The technical experts can do it

.... or the web master

Its only kids and geeks anyway

It's not going to affect us anyway

Its not PR's job

Reality check

We can wait? Is there a conversation going on out there about you already? http://blogsearch.google.com/blogsearch?hl=en&q=cipr+%22public+relations%22&btnG=Search+Blogs

http://technorati.com/search/cipr+%22public+relations%22

http://www.youtube.com/results?search_query=cipr&search=Search

http://www.netreputation.co.uk/pr_uk

But can your public wait? Its a PR problem now

A Geeks breakfast

The Geeks can do it? Technical departments and web masters are great people (some of my best friends.....)

Do they get it? Or don't they know about peak traffic and reputation are two sides of same coin... Its a PR issue.

Airport operator BAA is struggling to cope with the demand for online information about the new hand luggage restrictions and delays at aiports. the main BAA web site is currently down, replaced with a simple page containing the following message: "Due to the heightened security at UK airports, the BAA website is currently experiencing a high level of people visiting the site for information. All BAA airports remain open but passengers should expect delays." http://www.itpro.co.uk/news/91758/new-uk-airport-procedures-create-chaos-for-business-travellers.html

Values and value systems

Easy to see

Bling, hype, scam, spin and marketing

www.cipr.co.uk

You get criticised for it

So its now getting tough – and you have to get going....

Now for the strategy

Monitor (listen)

Play with the platforms and channels (Playstation 2 v cell phone video editing)

Structured opportunity management

Structured risk management

Get people onside

Check the ethics – over and again.

How do you do it?

Its simple

Don't try to kid anyone

Try it out first

Use expertise

IBM is in competition with Bournemouth

Google competes with Echo

Monitor all the time (that is what RSS is for)

Its hard work

24/7

Its not cheap

It needs a lot of time even if the technologies are cheap

Risk Management Procedure

The aims and objectives of the Risk Management Procedure are

To ensure that those risks that are inherent in the project are identified

That risk tolerance is considered

To ensure each risk is analysed for probability and impact.

To ensure there is an agreed plan to mitigate each risk.

To establish a procedure for monitoring risks on an ongoing basis: adding new risks, removing risks and updating risks.

To report the status of risks to the Management Group.

Risk matrix The Risk Matrix presents a pictorial view of the risk profile for the project and increases visibility and aids management decision making 1 LOW 4 1 MEDIUM 2 1 HIGH LOW MEDIUM HIGH Probability Impact Risk Matrix

Be aware