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Online PR

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Maintaining public relations and therefore having a sound public relations strategy is important for any company be it an extremely small one or a large MNC with thousands of employees. …

Maintaining public relations and therefore having a sound public relations strategy is important for any company be it an extremely small one or a large MNC with thousands of employees.

Here is a nine step process that will help you plan your public relations strategy perfectly and most productively.

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  • 1. Online Public Relations
  • 2. Online PR
    • Maintaining public relations and therefore having a sound public relations strategy is
    • important for any company be it an extremely small one or a large MNC with thousands
    • of employees.
    • Here is a nine step process that will help you plan your public relations strategy perfectly
    • and most productively. These steps are as follows:
    • Identify your target audience - You must realize that you will never be able to sell your product to everyone. Therefore however strong a business you have, you must still identify, select a target audience and direct your communicative messages only towards them.
    • Survey their present Knowledge levels - Either take a survey or use the internet to find out the present knowledge base and beliefs of your target audience. Google and online forums would be of great help to gauge their pulse.
    • Observe how they are reacting - Keenly observe what opinions your target audience forms using their present knowledge base. How they are thinking and reacting is therefore important.
    • Set specific goals for the campaign - Like with everything else in life, set achievable goals like increased web hits or changing governmental regulations etc for your public relations campaign as well.
    • Select your public relations strategy - Devise your strategy keeping your goals in mind and work accordingly to use the strategy to fulfill the goals.
  • 3. Online PR
    • How persuasive will the communication be - Formulate what thing or things you would like to communicate persuasively to the target audience. These should be things that they need to know and would want to know, in the process helping your business thrive and your goals fulfilled.
    • Tactics and tools to be used - Zero in on executable forms for your public relations strategy. Decide whether you want a blog or take out a press release or join a forum as tactics to successfully execute your strategy.
    • Look out for changes in knowledge and belief - Since public relations is all about creating a reputation or image and belief changing, you must monitor from time to time whether your PR strategy is being effective in enhancing your business' reputation or making people believe in your company's beliefs.
    • Look out for a change in behavior - The end result of your meticulous public relations strategies should be increased sales figures and peoples lives being affected by your products. The planning and the product or service offered should together be able to change the behavior pattern of your target audience.
    • Every business venture should be backed by a proper and effective public relations plan which would be of
    • great help to the business organization. If you thought your knowledge about public relation strategies was
    • not so good, this article should be of great help to you. Hopefully after reading this, you will be able to
    • implement some of these tips in your strategies and benefit from the outcome.
  • 4. Effective Strategies for Online PR – The six elements of web-enabled communications by Dee Rambeau, DVCO Technology This strategy assumes two key things: Assumption 1: All online content publishing and management can be done by the professional communicator through an easy administrative interface that requires only the most basic computer skills. Assumption 2: All media assets, contacts and content are stored in a server environment designed to suit the needs of the company. This material can be accessed from anywhere through the Internet given the proper security.
  • 5. Effective Strategies for Online PR – The six elements of web-enabled communications by Dee Rambeau, DVCO Technology The six tools of a strategic online communications strategy are: 1. A Corporate Web Site. This is the first point of contact for all external audiences. The brand and the message should be consistent with all other offline marketing and PR material. 2. A Media Room. All information that anyone would ever want about the company, updated on a constant basis. Linked directly to the corporate web site and controlled by the PR professionals. Brand, message, design and navigation match corporate web site. 3. A Blog. This can in many cases actually replace a web site for a small company or individual content writer. In larger cases, a blog should be used to supplement or enhance the web site. Savvy PR professionals should not only be posting content to weblogs but should also be monitoring relevant weblogs for their clients.
  • 6. Effective Strategies for Online PR – The six elements of web-enabled communications by Dee Rambeau, DVCO Technology
    • 4. A Crisis Site. Dark until needed for an eventual crisis, this is the online component of a company's overall crisis communications plan. An insurance policy, this site is controlled by the PR professionals. The message is prepared in times of quiet and published to the site in advance. When the crisis occurs, the site is made live and is used as a one-stop resource site for both internal and external audiences.
    • 5. A Corporate Intranet. This is a vital tool for internal communications, both in times of normalcy and in times of chaos. Employees must share the vision, the brand and the message and be able to communicate it consistently to the outside world. Also allows for dynamic learning, training and presentations.
    • A Client Extranet. The company gives access to a secure area for its clients and customers. It is separate from the corporate website and password protected. It can be used for collaboration among account team members, for managing client billings and for commerce if so required.
    • Only by developing an understanding of the use of these tools can a PR professional truly call themselves
    • web-enabled.
    • Source:
    • http://aboutpublicrelations.net/ucrambeau.htm
  • 7. Online PR (Public Relation) Basically, online PR involves activities geared towards influencing media, communities and audiences that exist solely on the Internet using online channels. That includes search engines, blogs, news search, forums, discussion threads, social networks and other online communication tools. Brand reputation monitoring and management is also a focus area for online PR. Traditional way of PR Source: http://www.slideshare.net/brandstory/the-new-pr/
  • 8. Online PR (Public Relation) The new way to PR today Source: http://www.slideshare.net/brandstory/the-new-pr/
  • 9. What do Online PR Companies do? What does typically an Online PR activity involves? What does Online PR comprises of? The Online PR is nothing but … Ignite conversations across blogs, forums, communities and Social networks to secure endorsements from experts and advocates and cultivating word-of-mouth. The figure shows service spectrum of as typical online PR Company: Source: http://www.immediatefuture.co.uk/ Source: http://www.slideshare.net/brandstory/the-new-pr/
  • 10. Typical Online PR Know the right way to engage with your audience and online Online journalists are looking for good quality news, pitched in with well-written and inspiring press releases. The same press releases; optimised with key phrases, attracts attention from the Search Engines and deliver great copy into Google and Yahoo News. However, Social media (blogs, forums, Networks etc) cannot be targeted with releases. Source: http://www.immediatefuture.co.uk/
  • 11. Typical Online PR A Typical Online PR Process
  • 12. Typical Online PR A Typical Online PR Process.. Contd..
  • 13. Typical Online PR A Typical Online PR Process.. Contd..
  • 14. Typical Online PR : Channels / Tools Blogs especially technology blogs PR related: Naked PR - Naked PR is a blog dedicated to educating small and online business owners and other professionals on online public relations issues, tactics, news, and more. PR Conversations Science & Technology related: Furrier – business and technology blog Engadget – Technology – 1774k readers The world's most popular blog on gadgets and consumer electronics, Engadget was founded by Peter Rojas in 2004 and won the Web Blogs Awards that year and each year since. Now part of Weblogs Inc (owned by AOL) TechCrunch - Technology – 820k readers Most influential news websites across the entire technology industry. TechCrunch, founded on June 11, 2005, is a weblog dedicated to obsessively profiling and reviewing new Internet products and companies. In addition to covering new companies, we profile existing companies that are making an impact (commercial and/or cultural) on the new web space. Boing Boing - Technology & humour– 588k readers
  • 15. Typical Online PR : Channels / Tools Ars technica – Technology; Ars Technica—the name is Latin-derived for "art of technology"— specialize in original news and reviews, analysis of technology trends, and expert advice on topics ranging from the most fundamental aspects of technology to the many ways technology is helping us enjoy our world. Gizmodo- Technology – gadget guide. Gizmodo is a blog with the sole purpose of writing about tech and gadgets as fast as possible. Started in 2002, Gizmodo has grown to be Gawker Media's largest blog, bringing in upwards of 50 million page views a month in traffic. We post about a variety of gadgets, including computers, cell phones, video games, cameras and anything else you can push a button on. Toprankblog – on line marketing blog Online PR Blogspot – blog on Public relations Indian blogs – PR related: India PR Blog at http://www.indiaprblog.com/ Public Relations India Science/Technology related blogs:
  • 16. Typical Online PR : Channels / Tools Digital Inspiration - Labnol - a technology blog WATblog - The Refreshing Blog on Web, Advertising and Technology in India! www.TechGazing.com focused on new media, blogs, social media, Web 2.0, Mobile 2.0, start-ups and more Blogworks - Blogs/New Media and Corporate Communications NASSCOM Emerge blog on emerging companies esp. the SME Sector Desipundit Webyantra is a tech blog that profiles Indian web products & services. It is 'ground zero' for Indian web startups, ecommerce websites and internet based businesses. Others could be: Clazh - Author: Arpit Jacob, Chennai Technospot - Author: Ashish Mohta Life Rocks - Author: Nirmal T V, Kerala Online Tech Tips - Author: Aseem Kishore, US Shankar Ganesh - Author: Shankar Ganesh, Chennai Think Abdul - Author: Abdul Azeez Freakitude - Author: Lovedeep Wadhwa Jsbi - Author:Jason S Madhur - Author: Madhur Kapoor Rishi Raj - Author: Rishi Raj
  • 17. Typical Online PR : Channels / Tools Technology Bloggers Lee Odden founder and Paul Bradshaw of Toprankblog Darren Rowse http://www.problogger.net/ and Chris Garrett http://www.chrisg.com/ James Copper Jim Horton of Online PR Blogspot Catherine Arrow, João Duarte and Judy Gombita of PR Conversations Jennifer Mattern of Naked PR. Indian Bloggers Palin Ningthoujam is a marketing communications and social media marketing consultant based out of New Delhi, and is the founder of India PR Blog. Tushar Panchal at Indian PR Blog J S Sai of Public Relations India Amit Agarwal is a professional blogger, writes for Digital Inspiration a technology blog (http://labnol.blogspot.com). Rajiv Dingra of WATblog Ajay Jain is an independent journalist, technology analyst, and a professional blogger. He publishes a technology blog www.TechGazing.com. Rajesh Lalwani of Blogworks
  • 18. Typical Online PR : Channels / Tools There are about 10 people writing on the NASSCOM Emerge blog on emerging companies esp. the SME Sector Patrix is the founder of DesiPundit and has been blogging since June 2003. Neha Viswanathan of Desipundit Amit Ranjan is the cofounder & COO of SlideShare. Gaurav Gupta works as a web developer at SlideShare. (Webyantra) Abhijit Nadgouda at Iface thoughts Anand of Internet Business Strategies Nikhil Pahawa of Mixed Bag Arunn Narasimhan, Faculty, IIT Madras at Nonoscience Others could be: Clazh - Author: Arpit Jacob, Chennai Technospot - Author: Ashish Mohta Life Rocks - Author: Nirmal T V, Kerala Online Tech Tips - Author: Aseem Kishore, US Shankar Ganesh - Author: Shankar Ganesh, Chennai Think Abdul - Author: Abdul Azeez Freakitude - Author: Lovedeep Wadhwa Jsbi - Author:Jason S Madhur - Author: Madhur Kapoor Rishi Raj - Author: Rishi Raj
  • 19. Typical Online PR : Channels / Tools Blogs especially technology blogs PR related: Naked PR - Naked PR is a blog dedicated to educating small and online business owners and other professionals on online public relations issues, tactics, news, and more. PR Conversations Science & Technology related: Furrier – business and technology blog Engadget – Technology – 1774k readers The world's most popular blog on gadgets and consumer electronics, Engadget was founded by Peter Rojas in 2004 and won the Web Blogs Awards that year and each year since. Now part of Weblogs Inc (owned by AOL) TechCrunch - Technology – 820k readers Most influential news websites across the entire technology industry. TechCrunch, founded on June 11, 2005, is a weblog dedicated to obsessively profiling and reviewing new Internet products and companies. In addition to covering new companies, we profile existing companies that are making an impact (commercial and/or cultural) on the new web space. Boing Boing - Technology & humour– 588k readers
  • 20. Typical Online PR : Channels / Tools
    • Blog Search Engine
    • Google Blog Search
    • Bloglines - web-based news aggregator for reading syndicated feeds
    • (now part of Ask.com)
    • BlogScope - search engine for the blogosphere with advanced analysis and visualization technology
    • IceRocket - Internet search engine specialized in searching blogs
    • Sphere - is a blog search engine
    • Technorati - Internet search engine for searching blogs, competing with Google and Yahoo
    • Online PR industry persons
    • Steve Rubel, SVP Edelman and creator of www.micropersuasion.com
    • Michelle Horowitz, Vice President, PR Newswire
    • News Saerch
    • Google News
    • Daylife
    • MagPortal
    • Newslookup
    • Nexis (Lexis Nexis)
    • Topix.net
    • Yahoo! News
    • MSN News
    • AltaVista News
    • AllTheWeb News
  • 21. Typical Online PR : Channels / Tools
    • E-Zines
    • Web Pro News
    • Marketing Profs
    • PR Point
    • About.com
    • Broker Magazine
    • Inc.com
    • Sfgate.com
    • Registered Rep
    • Forums / Discussion threads / Discussion groups
    • Thomasnet News Room
    • Labnol - a technology blog
    • Image Management Group
    • PR Point Group
    • Young PR Pros
    • PR Bytes
    • PR Mindshare
    • Small PR Agency Pros
    • PR Quorum
    • PRSA Discussion
    • Online Survey
    • Wufoo –Form builder
    • Zoomerang.com
  • 22. Typical Online PR : Channels / Tools
    • Online document distribution / uploads
    • Scribd
    • Slide Share
    • Social Networks
    • Furl.net
    • del.icio.us
    • Newsvine
    • Facebook
    • Reddit
    • Sphinn
    • Stumbleupon
    • Google Reader
    • Yahoo MyWeb
    • Whenever a company gets online media coverage, they should be sure to use social bookmark services
    • such asfurl.net and del.icio.us to archive them.
    • It’s also a good idea to use a company blog as a way to reach out to other blogs in the same space to
    • encouragcoverage of company news.
    • Software tools for brand monitoring
    • blogpulse.com or
    • Google Alerts
  • 23. Typical Online PR : Channels / Tools
    • Online PR Tools and sites
    • IndiaPRwire.com
    • PRWeb.com - allows companies to post press releases
    • Paid services:
    • Spread the word. This will help the story get picked up by the search engines, press and blogosphere.
    • PR Newswire
    • Business Wire
    • Web Wire
    • PR.com and
    • eNewsRelease.com
    • Pressreleasepoint.com
    • Some of the online PR sites are:
    • micropersuasion.com,
    • mediarelationsblog.com and
    • thenewpr.com
  • 24. Typical Online PR : Channels / Tools
    • Online PR Tools and sites
    • AOL Video
    • Blip.tv
    • Brightcove
    • Crackle
    • Daily Motion
    • Google Video
    • Howcast
    • Metacafe
    • Myspace
    • Revver
    • Sclipo
    • StupidVideos
    • Yahoo Video
    • YouTube
    • Viddler
    • Online video analytics and distribution
    • TubeMogul
    • HeySpread
    • Vidmetrix
    • Veoh
    • VideoPostRobot
  • 25. Typical Online PR : Channels / Tools
    • Technology Wiki’s
    • Wikipedia
    • The English-language Wikipedia has the largest user base among wikis on the World Wide Web and ranks in the top 10 among all Web sites in terms of traffic.
    • Other large wikis include:
    • WikiWikiWeb
    • Memory Alpha
    • Wikitravel
    • World66
    • Pune tech .com
    • Other tech sites that have their own wikis