An view as to why online PR has become an imperative.

1. Future PR

2. What we are going to talk about
• Its time to look at what is changing
• The things that organisations should be doing.
• What they will be doing in the next two years
• Working out our role as people in PR

3. The changes
• The time for experimenting is past
• Now need structured approach to online
management
• We need a process that we can recommend to
clients
• Ensure that all the major issues have been
covered
• Get to creating great campaigns without worrying
if all the important things have been done

4. The end of the experiment
• In the last lecture we saw how important online
had become
• Now we need to look at traditional practice
▫ In media relations
▫ In corporate affairs
▫ In democracy management and public affairs
▫ In voluntary service PR

5. The numbers
•426.9m Europeans use the internet (65%), •91% of internet users read
•Spend 14.8 hours online each week news online (388.5m)
•One third (37%) of Europeans access the •men are more likely to be
internet using more than one device consumers of news online than
•Traditional media activities are rapidly women (93% vs. 89%)
moving online with more than 9 in 10 • 35-54 year olds are the most
European internet users visiting news likely to read news online - at 93%
websites •73% of internet users watch TV
•Europeans are using the web and online (311.6m)
watching TV simultaneously to •16-24 year olds are the most likely
complement their viewing experience to watch TV online - at 83%
•The internet has become an essential way •closely followed by 35-44 year
for brands to engage with consumers with 4 olds (81%)
in 10 European internet users agreeing that •67% of internet users listen
the way a brand communicates online is to the radio online (286.0m)
important •this increases to 81% of 16-24s
•96% of European internet users research •men are more likely than women
online for purchases and to listen to the radio online (68%
•87% shop online vs. 66%)

6. Media Relations
• The internet has become the second
preferred choice for news
consumption after television
• TV is doing fine – for now
▫ The range of devices that video is
available on is growing
▫ The range of services and ‘TV channels’
is huge.
▫ Traditional TV has challengers

7. Radio
• Is doing well. Local is keeping its position.
• But... Is this a newspaper or radio station?

8. Print
An interactive magazine?

9. In some countries its grim in others
strange
"Germany is leading a
growing European
movement to let
newspaper publishers
charge internet search
engines for displaying
links to their articles – a
move market-leader
Google warns could cause
an internet news blackout.

10. What has to be the PR response?
• Traditional content is also published online
• The traditional media is fighting a rear-guard action
• There are alternatives to the old model in every case –
the tipping point is getting very close.
• If linking to newspaper content by Google is
prohibited, the media relations part of the PR industry
will need a new model very fast because the reach of
print alone is far too small for the investment needed to
get coverage.
• It is possible for the PR industry to create its own hybrid
media concoction – we will look further into this.
• The bottom line – the traditional media relations model
is broken and we need a new one.

11. Corporate affairs
• Once this covered financial and inter institutional
communication (with a little sponsorship thrown in
for good measure).
• Today, corporate reputation (that is the brand value
or corporate values) is at the centre of corporate
affairs.
• Issues such as corporate values
management, reputation management, application
of corporate ethics, corporate transparency
management and the nature of internet
transparency and porosity are core practices.
• The impact of the internet has been profound.

12. The watchers
• The nature of internet
Transparency, porosity and agency means
organisations and their leaders are
exposed.
• In addition there are online organisations
that specialise in corporate watching.
• So too does the media
• There are also whistleblowers and big
whistle blower support agents.
• These are largely internet driven agencies.
• They will become even more significant
and a lot more will be driven by big data
analysis and semantic web analysis
capabilities

13. The effects on countries, companies
and people
• To be effective in the market
place, organisations need a sound
corporate as well as brand reputation.
• Corporate citizenship is now critical to the
engagement of employees, suppliers and
institutional allies as much as for
consumers.
• All areas of corporate activity are exposed
(even the taxes paid and where) because
of the capability to use freedom of
information and the internet in concert.
• Even when the internet is wrong, some
institutions (this month the BBC) believe
everything they read on Twitter and get
caught out. But sometimes they don’t. So
companies must be ready – and brave.

14. What has to be the PR response?
• PR has to understated how to discover and manage
the value of reputational and brand values.
• It has to be able to make the case to the dominant
coalition and invest in both protection as well as
promotion.
• Progressively, the PR industry has to learn to
manage issues and crisis. Practitioners have to read
the chapter in Online Public Relations and then
implement it.
• Monitoring has to be mush more aggressive and
competent.

15. In Public Affairs
• Political leaders are beginning to
understand the nature of the internet.
• They are using Big Data decision
making tools.
• Old fashioned briefing is just too slow.
• High-frequency trading (HFT) is only
one symptom.
• The ordinary citizen has detailed, real
time briefing.
• Government ‘transparency’ is a
labyrinth. So its great for the
manipulator of Big Data.

16. How PR has to respond
• The ‘old chums’ act is not good enough. It has to
be supported by fast, detailed and readily
available data.
• There have to be rules
• The transparency of the internet means that the
public is both well informed and critical and
online.
• The ‘magic circle’ politics is not possible any
more.

17. In every area of PR
• There is both threat and change
• Much of PR has a limited future because Big
Data and semantic analysis have usurped the
traditional role.
• Practitioners have to challenge every form of
practice to see if it can survive or asses what is
changed.

18. Some simple rules
• A change of pace
• A change of focus
• Looking at the building blocks of modern online
PR.

19. Basic Hygiene
• Audit sites and passwords and review for opportunities
▫ List all the client web sites
▫ List al the client social media presence
▫ Look for any other online properties
▫ List all the people who tweet and blog and do stuff online
for the company
▫ Here are some tools http://goo.gl/EnOEJ
• Look for all the people who add content about the
company and make a list with comments.
• Set up alerts to monitor (newsrokit.com)
• Be sure you have experts legal and security people to
hand.
• A big audit is big

20. The Seven Steps
• 1. Have you got hygiene - the basics before you get too far in.
• 2. Defense is the best form of attack - making sure your brand can't be hijacked
• 3. Be valued for your values - and making sure you are loved for your
brand and corporate values
• 4. Watching you watching me - monitor, measure, evaluate and be able to share
4. Developing cool objectives - to create the right form of heat.
• 5. What strategies work for you - some things you may want to do and
some you had not thought about
• 6. Spreading tactical crumbs - and capture your share of the £10
billion internet bonanza
• 7. Looking under the bonnet of what's new - is it bird, is it a plane
and does it fly

21. Defence
• Register everything.
▫ Client need to register their name and brand across all
social media sites (Wordpress & Blogger etc).
▫ You need to cover the major names/brands
▫ Need to keep access details and passwords
▫ Need to keep them very secret!!!!
▫ Don’t forget to register domain names
• Add the links
▫ In every social media location you need to describe the
company/brand/person (e.g. CEO) and link back to the
site/page that sells. Also cross link. Its good for SEO
• For the most part keep dark
▫ Add occasional stuff or automate
(Friendfeed, http://feedity.com, http://www.feedblitz.com,

22. Values are key
• What are your corporate/brand values
• You need these for
▫ Tags,
▫ meta tags,
▫ SEO,
▫ Copy , photo and design briefs
▫ To inform social media content
• Use values analysis
▫ To check your constituencies are contributing to
reputation and not letting it drift.

23. Monitor, Measure & Evaluate
• Not at the end of the campaign but all the time.
• Use Monitoring to see how well your values are doing
and where
▫ Develop your ‘story’ (get the keywords – the shared values
from Google)
▫ Create your target media (not just the ‘press’)
▫ Identify ambassadors
• Use monitoring to identify opportunities to
▫ Monitoring coverage (yours/competitors)
▫ Monitoring the media most valuable to your constituencies
▫ Listen to the conversation
▫ Look at all of your constituencies
▫ Look for knowledge an enthusiasm

24. Objectives
• Do not use words like ‘tell’, ‘inform’, ‘drive’ (its the
wrong mindset)
• Be ambitious
• Be as precise as possible (woolly is for sheep)

25. From Objectives to Strategies
• Need for strategies to be articulated:
▫ Monitoring and evaluation strategies (not
how, but what – online ‘how’ changes fast)
▫ Security
▫ Internal information and engagement
▫ Value chain/publics information/engagement
▫ Values and messages now, future and migration
path
▫ Who converses with whom, when and where
▫ Issues escalation policies

26. Tactics
• Yes... Yes.... Yes... We have all heard about Facebook and Twitter.
• Thinking about platforms and channels
▫ Platforms - laptop, PC, mobile phone, digital TV, Games
▫ Channels – from usenet to Xbox Kinect
• Lots of others
▫ Mobile (and mobile apps)
▫ Browsers
▫ Video
▫ Podcasts
▫ Images
▫ Apps
• Tactical Objectives
▫ Need to know what each tactic will deliver to meet smart objectives
• Mix ‘n Match
▫ Social media is never about one channel it is always a combination

27. Some more resources
• A big list of Social Media channels is here:
http://ht.ly/4aU0C
• The introduction to Social Media PR for
charities is here http://goo.gl/yDBYA

28. Professional Professionals
• Web site and digital security
▫ Steve Armstrong,
▫ Provides services to help achieve HMG List X approval
▫ http://www.logicallysecure.com/
• Legal experts
▫ Jeremy Holt
▫ co-editor of "A Manager's Guide to IT Law"published
in 2004
▫ http://www.clarkholt.com/
▫ jeremyh@clarkholt.com

29. Automation
• To cover all the media/channels may have to use
automated methods for spreading the word.
• Needs to be carefully done
• Not same message to same constituencies

30. Some other helpful content
• A paper to help Charities enter the social media
world: http://goo.gl/yDBYA

31. Some resources – for when you go to
work
• https://www.google.com/analytics/settings/home • http://publigram.pbworks.com/w/page/19795747/Intalation-Instructions
• http://www.quarkbase.com/ • http://wholinkstome.com/
• http://www.google.com/insights/search/# • http://www.sas.com/
• http://www.google.com/trends?hl=en • http://adlab.microsoft.com/Demographics-Prediction/DPUI.aspx
• http://tagcrowd.com/ • http://www.websitetrafficspy.com/bsg.co.uk
• http://www.postrank.com/ • http://www.slideshare.net/RCM77/social-media-monitoring-tools-evaluation-1134864
• http://www.touchgraph.com/navigator • http://www.seomoz.org/article/search-blog-stats
• http://www.makeuseof.com/tag/6-websites-to-track-a-websites-traffic/ • http://status.net/
• http://theclarityconcept.pbworks.com/w/page/22025401/FrontPage • http://ping.fm/
• http://www.woorank.com/ • http://hellotxt.com/
• https://siteexplorer.search.yahoo.com/mysites • http://wow.ly/
• http://techcrunch.com/2007/01/16/wikipedia-search-engine-wikiseek-launches/ • http://twiangulate.com/search/
• http://gs.statcounter.com/#search_engine-ww-monthly-200905-201006 • http://followerwonk.com/
• http://www.websitetrafficspy.com/bsg.co.uk • http://tickery.net/
• http://services.google.com/advertisers/uk/ • http://klout.com/
• http://sherrilynnestarkie.com/2010/04/04/social-media-gets-blame-for-pr-disasters/ • http://goo.gl/sV1y0
• http://adlab.msn.com/Demographics-Prediction/DPUI.aspx • http://goo.gl/9Q0FS
• http://websitegrader.com/site/www.laithwaites.co.uk • http://goo.gl/reC3y
• http://publigram.pbworks.com/w/page/19795747/Intalation-Instructions • http://www.makeuseof.com/tag/how-to-backup-your-twitter-archive/
• http://infochimps.com/ • http://socialfresh.com/social-media-audit/
• http://www.peerindex.net/ • http://whois.domaintools.com/
• http://goo.gl/m0JmO • http://goo.gl/i9pai
• http://wiki.kenburbary.com/ • http://goo.gl/9lyK2
• http://www.kayesweetser.com/ • http://www.backtype.com/
• http://kdpaine.blogs.com/themeasurementstandard/2011/01/your-checklist-of-public-
relations-measurement-
checklists.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+t
ypepad/kdpaine/themeasurementstandard+(The+Measurement+Standard:+Blo
• http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/
• http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-
business/
• http://blekko.com/
• http://airfoilpr.typepad.com/airfoilpr/2011/02/the-influence-of-twitter-and-your-
twitter-influence.html