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2009 Vocus Conference Ed Adams

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Presentation from June 2009 on the challenge of incorporating online press releases into the external communication culture of a large multinational company.

Presentation from June 2009 on the challenge of incorporating online press releases into the external communication culture of a large multinational company.

Published in Business , Technology
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  • 1. Changing to the Online Press Release Ed Adams Public Affairs Manager E.I. du Pont de Nemours and Company, Inc.
  • 2. DuPont at a Glance
    • DuPont puts science to work by creating sustainable solutions essential to a better, safer, healthier life for people everywhere. Operating in more than 70 countries, DuPont offers a wide range of innovative products and services for markets including agriculture, nutrition, electronics, communications, safety and protection, home and construction, transportation and protective apparel.
  • 3. DuPont and Vocus
    • Joined DuPont Public Affairs in 2004 from a non-traditional career path as an Analyst
    • Initiated a project with the goal of identifying an enterprise solution to our public affairs needs
    • Identified Vocus as a “best solution” and introduced the product to DuPont leadership and the corporate Sourcing Department
    • A Vocus client since April 2005
    • Participated in several advisory panels at Vocus
  • 4. Photo courtesy of US Navy
  • 5. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  • 6. New Reality in Communications
    • This topic is thoroughly covered in other sessions during the 2009 Vocus Users Conference, but there are some key points:
      • People do not “read” news as much as they “scan” news
      • Search engines are a daily tool for users (the verb “to Google”)
      • The next generation of business leaders grew up with the internet, and they are use to being engaged
      • Multimedia has become an expectation
    New Reality in Communications
  • 7. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  • 8. Organizational Issues – with a pinch of HR
    • Do not underestimate the effort needed to address organizational issues!
    • There are two classes of organizational issues, and they must be brought to the surface!
    Organizational Issues
    • Individuals
    • “ Placements” are a metric of success – traditional metric
    • Concern that an individual’s compensation could be influenced
    • How do I write for the New Reality?
    • Process
    • A new way of doing work
    • New approval process? Maybe a review of digital assets?
    • What metrics will be used?
    • What is a “headline impression”?
  • 9. Organizational Issues – with a pinch of HR
    • Address the issues openly
    • Leadership must discuss and adopt a new way of “defining success”!
    • Utilize resources to provide training sessions regarding online press releases – such as Vocus seminars
    • Have people attend together, with leadership support – very stimulating discussions occur afterward!
    • Many organizations have very talented communicators with decades of experience and success in traditional press releases – utilize, engage, encourage
    Organizational Issues
  • 10. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  • 11. The Silver Lining in the Economic Cloud – Budget Issues 2009
    • For a typical DuPont Global Press Release, two to three online press releases can be distributed for the same cost as a traditional press release
    • Your news will appear in Yahoo, Google, Topix searches within a half hour
    • Gain flexibility in deciding what news is worthy of proactive work – stories that could not make the budget cut in a traditional setting can satisfy your organization’s criteria for an online press release
    Budget
  • 12. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  • 13. Cost Effective Multimedia Press Releases
    • Traditional press release strategies charge approximately $200 per photo
    • PR Web releases permit up to 5 digital assets per release at no extra charge – an efficient and effective way to engage the audience
    • More than pictures – graphs can often enhance your message!
    • When appropriate – embed a YouTube video!
    Multimedia
  • 14. Some DuPont Press Release Examples
    • Study: Consumer's Demand for Sustainable Products Remains Strong http://www.prweb.com/releases/DuPont/Sorona/prweb2448384.htm
    • DuPont Introduces Innovative Nomex® On Demand™ to Better Protect Firefighters http://www.prweb.com/releases/2009/03/prweb2240954.htm
    • DuPont Unveils Innovative Mobile Wind Machines to Help Improve Corn Yield http://www.prweb.com/releases/2009/02/prweb2121264.htm
  • 15. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  • 16. Expectation Management
    • This is not Traditional vs. Online Press Releases! Both can coexist for an organization – “success” is when the organization establishes the criteria for such a decision. This situation results in Senior Leadership Support
      • For instance – quarterly earnings statements get distributed using traditional press release tools
    • Online Press Releases do not get repurposed at Tier One media
    • Communicators cannot be judged by “placements” alone – criteria need to be communicated by leadership
    Expectation Management
  • 17. Expectation Management
    • By appropriately setting Online Press Release “Industry Targets” and keywords – you are targeting your audience
    • Communicators will need to be more involved in the process of:
      • Selecting Industry Targets
      • Writing to the New Reality – and using techniques that benefit from reader “scan” as well as SEO
    • Coupling a PR Web Press Release with a well designed Vocus email campaign gets your organization’s message to a targeted audience very effectively!
    Expectation Management
  • 18. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  • 19. Other Benefits of PR Web
    • PR Web provides clients an opportunity to associate press releases to RSS feeds – you can use a single RSS feed for all of your organization’s press releases, or you can differentiate releases by using different RSS feeds
    • The PR Web site generates a type of “multimedia gallery” for its clients by differentiating the assets at the site
    Benefits
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  • 23. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  • 24. Questions?