Online PR

Online PR Srba Jovanovi ć International Public Relations Association – IPRA Board member

Online or Offline PR?
To put it shortl y: Both
Overlays combined brings synergetic effects
Combination results in greater coverage
Better impact on target audiences
More trust achieved
Larger percentage of positive affiliation

When to use Online PR?
Brand and product promotion
Corporate communications
Raising awareness
Campaigns (up to large-scale)
Crisis communications
Issue management
Internal PR
Feature articles writing

Advantages of Online PR
Another channel and communications platform
Reach: anytime, anywhere
Speed
Inter-connection and interaction with target audiences, publics
Referrals = trust
Effectiveness
Borderless: Communities and Content are global
Opportunities
Low Cost

Disadvantages of Online PR
Extremely large number of sources: web sites, news, blogs, you tube, social networks…
Exposure to massive criticism
Inability to respond 100% effectively
Individuals outnumbers the organisations, while the posting power is similar
Not reaching to the rural areas and traditional communities

e-reputation
“ The topic of the year is e-reputation: management of people and organisations' reputation online”.
Christophe Ginisty, June 2010
For many years, they have ignored what was going on on the Internet and now that Internet has taken a huge place in our media environment, they discover it. And for some of them, it's nearly too late: bloggers have already posted tons of information about them during the past years, creating the elements of a bad reputation online.

How to distribute information over the web?
Web site
On-line Press releases and distribution (PRweb, pressbox, WebWire)
Blogs (346 mil. people on the planet writes blogs regularly, 900 K blogposts on 81 language DAILY*)
Social networks
Photo and video sharing
Slide sharing
* Data by Jelena Jovanovi ć, presented @ Blogopen 2009

Investing in process innovation and technology
According to the PR Planning 2010 Survey results, conducted by Vocus (provider of on-demand software for public relations management), 51 percent of PR professionals interviewed will invest in new technology

PR to focus in 2010
According to the PR Planning 2010 Survey results, PR will focus on social media, multimedia and search engine optimization (SEO)

Outbound and Inbound

The new role of a PR Person

Sociological aspects
Observe human behavior online
Monitor interaction within online communities
Match the story to the culture and people

Psychological aspects
Match the way people think and feel:
Rational Factors* :
- Simplify business goals
- Identify Market trends and needs
- Segment and profile Target audiences
- Document Success Metric ...
Emotional Factors
- Identify underlying emotional triggers
- Analyze Website Behaviour
- Map Persona needs
- ...
*According to Toni Došen, Hinton group , Canada

Trends
Internet vs. Television (time spent by)
Mobile access vs. Computer (Coverage!)
Online spending vs. traditional spending
According to Outsell research data, in 2010 it’s being spent 119,6 billion $ on online and digital vs. 111.5 $ on newspaper and magazines campaigns
Simplifying the access: with any device

Challenge
“ Because of the prevalence of media on the Internet, fragmentation will grow rather than decrease even with the dominance of a few services. Even though one might be present on Facebook, for example, that doesn't mean that (person) uses it heavily. (...)
So, finding what one really uses will become harder than ever. ”
Jim Horton, on-line PR blogger
The ever-lasting challenge is that the CONTENT by itself is not enough. Still, someone has to find it, see it, consume it, share it, buy it or in any case undertake some action in regard to it.
In On-line PR, too, we are winning people’s hearts and minds, but we need to get them to action as well.

Useful links
On the Social Networks and PR
http://blog.etarget.rs/inbound/drustvene-mreze-pravilo-4r.html
On the PR Planning 2010 Survey Results
http://www.vocus.com/Email/09/Dec/whitepaperwebinar/PlanningPR2010SurveyResults.pdf
On the importance of creative strategy online:
http:// www.hintongroup.com/ABC.pdf

T h a n k y o u !
Cpba @EUnet.rs

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Online PR

by ITDogadjaji.com on Jun 10, 2010

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Online PR — Presentation Transcript