Communicating on theweb: one size does not fit all Jennifer Brannock Cox Salisbury University
beginningsCommunications Majors: • Journalists • Public relations • Human communication • Business Assignment: • Wordpress blog for portfolio • Two posts per week for six weeks
Four approaches• Journalists – news beat • Focus on university or city of Salisbury• PR – promotional • Choose one SU or city of Salisbury organization (get approval)• Management (2 choices): Internal or Marketing • For internal: choose an organization to which you belong or for which you work (get their approval) • Marketing: choose one SU or city of Salisbury organization (get approval)
Common ground• Use inverted pyramid• 4-8 paragraphs; 1-2 sentences per graph• Use descriptive headlines• Include alternative storytelling features to text• Use links• Be professional!
Journalistic blogs• Share news with audiences quickly• Share items that won’t fit in the newspaper• Give behind-the-scenes accounts of the reporting process (build transparency)• Interact with/ solicit responses from the audience• Live-blogging of events for an interactive experience• Politics blog
Pr/marketing differences Marketing goal – to generate profit PR goal – to make sure profit-making abilities are unharmed• Public relations: • Focusing primarily on influencing reputation/peoples’ perception about organization • How can we do this?• Marketing: • Influence peoples’ desire for a product or service • How can we do this?
PR/Marketing blogs• Promote an event/service/product• Build an image/idea• Keep consumers abreast of changes/information• Get direct feedback from consumers• Provide industry/internal news• Different platform for press releases• Mary Kay marketing blog• Sorority public relations blog
Internal communications• Keep people informed • Informed workers = happy workers• Increase knowledge of company’s products/services• Provide resources & tips for better productivity/relationships• On-the-job coaching/training• BE CAREFUL! • Blogs are public, even when set to private• Good news/bad news – very few exist!• Communication Association blog