Landscape of PR
Traditional public relations (PR) has focused on
crafted news releases and company image.
Provided controlled information (news releases)
Internet changed this model
Information is freely available to more people
Internet provided variety of tools for listening and
However, a 2010 experiment by Oriella PR
Network showed that 75% of journalists find a
well-targeted news release useful (Oriella PR
What is PR?
LISTENING (telling what they want and how they
are receiving your message)
RESPONDING (engaging in conversation)
BUILDING YOUR OWN VOICE (you cannot
control the message, but you can lead the
Online article syndication
• writing articles that are in no way a direct promotion
of your site
• articles are submitted to online article
directories, where they are picked up and
republished on other sites
• as the articles contain links and keywords relevant to
your site, the benefits for search engine marketing
• attract links naturally
Establishing long-term trusting consumer relationships
– online article syndication,
– news releases
aids a company’s ability to craft online credibility, placing it
in a better position to respond to future criticism. These
tools also help build links to a company’s site. And, of
course, links increase traffic and have search engine
optimisation (SEO) benefits.
You are selling holidays to Vilnius, your online marketing
efforts will greatly benefit if you target market considers
you a leader in this field.
This is where 'value-content' comes in. Articles containing
information for the potential travellers are value-adding
and therefore attract links naturally.
And, if published on a third party site, should carry a link
back to your own website. This drives visitors to the site
that are automatically predisposed to the brand, and are
therefore are more likely to engage and buy the products
BUT the strategy won’t work unless people want
to read your articles - so they need to be
broad, informative and not just thinly disguised
List of article syndication sites
These directories all allow three to four links, they all give statistics on how
the articles are doing and they all allow you to preview the article before you
publish it – it is important to be able to preview it to ensure that no mistakes
were made during the HTML conversion process.
From here people who are interested in republishing the article
on their own sites/blogs can do so as long as they reproduce the
content exactly as you have submitted it.
If the article is well-written and informative it has the capacity to
go viral which is the ultimate goal, as the more times it is
republished, the more links you will acquire – and all at no cost
Originally intended to provide information to
journalists, increasingly news releases are being
read without going through the journalists first.
• PR has also realised the tremendous impact of
bloggers, and many PR professionals are using the
same news releases in their communications with
bloggers. And today, journalists are also
bloggers, and bloggers are the new citizen
journalists, so the lines are becoming even further
Newswires, like article directories, allow for online submission of
news releases. In turn, these are syndicated via RSS, and so are
picked up by the news engines, such as Google News, Yahoo!
News, and MSN News. Many people pick up their news via these
online news engines, which aggregate news from a number of
publications and newswires, so the news release is becoming an
ever more crucial means of reaching a growing audience.
Benefits of online news releases
• Online news releases allow for almost instant publishing of
• A well-written news release can garner top rankings in the
news engines (Google News, Yahoo! News, MSN News etc).
Adequate optimisation can also result in SERP rankings.
• Content is syndicated quickly via RSS.
• Links are built naturally and effectively from online
• Distribution is increased beyond your contact list.
• Reach is far greater than that of a traditional news release.
• Reach and distribution can be easily tracked online.
some news release sites
• news releases should also be distributed to
bookmarking sites and social networks.
Social Media News Release
Blogs and other consumer generated media (CGM)
are sometimes referred as citizen journalism. The
reach and influence of CGM means news releases
are often finding their way to the inboxes of
content creators. While many journalists are
becoming disillusioned with the standard news
release format, THE NEWS RELEASE CAN BE SEEN
AS OVER-HYPED CORPORATE SPEAK BY TIMESENSITIVE
Writing a blog is one of the best ways for a
company to build its own voice in the new world
of social media and citizen journalism. Not only
do blogs play a role in SEO (with fresh, key
phrase rich content creation), they also play a
strategically important role in reaching out to
Online Press Room
A Nielsen Norman study found that when a
journalist uses a corporate website to find basic
information, they are successful only 73% of the
Journalists often work to tight deadlines, and
having the required information to hand could
make the difference between being written
about and not
Online press room must have
Key executive biographies
Pertinent background information
Logos and images in a variety of sizes, resolutions (for web and for print)
• All news releases
• Multimedia gallery (video, audio and visual)
• Contact information
– PR representative
RSS / email alerts
Information in a variety of formats
Free samples and gifts
Journalists are generally restricted in the value of
the gift they are allowed to accept, and tend to
reveal when reviewed products are free samples.
The publishing houses need to maintain an
unbiased reputation. Bloggers, however, are selfpublishers and can make up their own rules as they
go along. Some of them accept lavish gifts in return
for coverage – coverage that can ironically appear
more authentic as it comes from a blogger and not
Review of ORM tools
Online reputation management
Category 1 - Wide scope analytical and reporting tools for all aspects of
monitoring customer opinions and campaign effectiveness:
Radian6, Infegy Social Radar, Trupulse, Scout Labs, Nielsen Buzz Metrics, Feedback Ferret, Interwoven
Category 2 – Blog based influence assessment tools, designed to gain access
to influential customers/commentators
Nielsen BlogPulse, Market Sentinel, Buzz Logic
Category 3 – PR and media management tools for reputation management
and assessing opinion forming influence
Cymfony, Marchex Reputation Management, Reputica, Jodange
Category 4 – Social media tracking and intervention including free tools
Converseon, Who’s Talkin, Social Mention, Trackur, Viralheat, NetBase Consumer Insights
Category 5 – Fraud protection, security and threat detection
Envisional, KnowEm, Reputrace, Mark Monitor, FiltrBox
Category 6 – News media tracking
Category 7 – Social media within sales management – for identifying B2B
Choose one company and describe their online
presence by doing research on the Internet:
– Which channels they use to communicate with the
– Have they had any crisis recently? If yes – how they
– How they are treating negative comments and
– Do they have a blog, online press room, other tools
used in webPR?
Reviewing your Online PR options is through
these 4 types of strategy:
Online reputation management
• Do your potential clients see negative reviews, bogus
claims, and rip-off links when they look for you by name on
• Negative reviews can cost a lot and permanently damage
reputation of business
• Getting these negative links removed from the search engines
can be next to impossible. The best strategy is to move them
to page 2 by using SEO to dominate page 1.
Recent survey by Cone show that 80% of those
interviewed have changed their purchase decision
based upon a bad review they read.
• in this example, we see
complaints for Safelite
• If Safelite can get their Yep
results, their Twitter pages
and their City search
results to rank better than
will be moved to page two
where fewer potential
clients will see it.
What business can do?
SEO and Social media displace
• Make brand optimization a
• Optimize all digital assets:
text, image, audio, video
• Optimize across departments:
PR, marketing, HR, investors
• Result = more branded SERP's
• Is there a merit to the issue?
• If not, offer facts and ask for
• If yes - offer to discuss
• Be ready to respond via blog
• Result can be loyal brand fans
Building more websites
• A business can also build more than one
website. There are ten organic spaces on
Google's page one. You're more likely to own
more of the real estate with more websites.
Web 2.0 and youtube
You can place content on Web 2.0 sites like Squidoo
and Weebly or upload videos to youtube for another
shot at a slot on page one of Google
• Increasing positive reviews on sites like Google
Their own properties are ranking including their blog and social media
Some Web 2.0 properties are
Even their iPhone app
Online reputation management:
• Blogger Jeff Jarvis has write about failure of his computer and bad
customer service at Dell
• The series of posts began on 21 June 2005, in a post that has elicited over
250 comments to date. The laptop Jeff Jarvis had just bought was clearly
not functioning as it should. What irked him even further, though, was
that he had “paid a fortune for the four-year, in-home service” yet he was
told by Dell that if they sent someone to his home to assist him, the
person would not have the parts necessary to fix his machine.
• Eventually, he worked out the email address of Dell’s Chief Marketing
Officer and Vice President for US Consumer Business and sent him an
email detailing the ongoing saga that was not being resolved.
Predictably, Jeff Jarvis received a phone call, and eventually the matter
was resolved when he obtained a refund in July 2005.
ORM USES DIGITAL MEANS TO
MONITOR AND ANALYSE A
ONLINE, AND ENGAGE IN
DIGITAL CONVERSATION SO
GUIDE BUSINESS DECISION
You can research whatever you want, but most commonly
searches include the following main focus areas:
Brand name, Key products, Key personnel (names, job
titles, etc), Key campaigns and activities
INDUSTRY: Conferences, Patents, News
COMPETITORS: Brand names, Product
updates, Job vacancies, Key people
4 different types of searches which can be
Broad match – i.e. Apple Computers. This is when any of or all words
must be found in the mention for that result to be found by the ORM
Direct match – i.e. “Apple Computers” This is denoted by quotation
marks and dictates that the ORM tool should only find mentions where
the phrase appears complete and in order in the content.
Inclusive match – i.e. Apple +computers. This is denoted by an addition
sign directly before a word or phrase. This will direct an ORM tool to
search for any mention which contains both Apple AND Computers
although not necessarily in that order.
Exclusive match - i.e. Apple –fruit. This is denoted by a subtraction sign
directly before a word or phrase. This will instruct an ORM tool to
include only mentions which contain the first word or phrase but not
when the second word is also in the same mention.
Applying this theory to the groupings, some keywords
for Apple used might be:
– “Apple computers”
– Apple +Macbook, “iPod nano”, “Macbook Air”, “iTunes”
– “Steve Jobs
– “Consumer Electronics Show” +“Las Vegas”
– Micro soft
Elements of strong online reputation:
creative social media
• ended up generating online
backlash and negative coverage
Tickets hidden across Sao Paulo with
locations shown on Google maps
Locations only shown when people
shared hashtag #foxatplanetaterra
Became trending topic in Brazil in 2
Elements of strong online reputation:
unified approach across multiple venues
1. Prevention in less expensive than treatment
2. Aim to control as many search results as
possible (diversity is important: choose
several types of sites)
3. Empty search results create vulnerability
4. Avoid clicking on negative/critical websites
(because it increases it's relevance)
5. Be proactive with online reviews
Should We Call The Cops?
Article 19 of The Universal Declaration of
Human Rights states that:
“Everyone has the right to freedom of opinion and
expression; this right includes freedom to hold
opinions without interference and to seek, receive
and impart information and ideas through any
media and regardless of frontiers.”
But there are certain boundaries
Some of the negative content online actually is
– It uses defamatory language
– It reports false information
– It is aimed at damaging the company’s reputation
Ethics and Legal Issues
Ethics and law are closely related.
Ethics concerns the analysis of what is right and
wrong and how we judge the differences.
Modern technology presents a challenge to
marketing ethics. Critical issues include:
Ownership of intellectual property
Freedom of expression
Use of data and its collection
Status of children and digital networks
• How far can you go in marketing? (Sony Ericsson
cameras, taking pictures at Empire State building, talking up
the product, pretend tourists)
• Can you sell customer information? (people leave all kinds
of data in e-shops, can this info be sold to partners?)
• Should you recall a flawed product? (recalling cars - may
affect sales A LOT - but crucial in long term)
• What is appropriate in comparison marketing? (acne
products - one face side/one product)
Questions to discuss
1. What is Sprulock’s argument against product placement in
2. What Spurlock’s purpose in creating the film?
3. Identify Spurlock’s argument about schools and
advertising. Defend, challenge or qualify his point of view.
4. Spurlock argues that modern films rely on product
placement because they need money to fund their
creation. Explain the moral/ethical dilemma in such
5. Is entertainment that’s a “commercial” such a bad thing?
6. Identify one question that should be posed to Spurlock
that Tavis Smiley omits. Explain your reasoning.
CAN A CRITICAL FILM ABOUT
MARKETING USE BRANDING TO MAKE
consider whether or not big business sponsorship
changes the purpose of any documentary.