Meeting the Challenges of Internet PR

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  • Thank you and good morning. I’m delighted to be here in Singapore for the very first time. Today I’m going to talk to you about meeting the challenges of Internet PR. In a way it’s a strange title, because these challenges have already been around for ten years and if we haven’t met them by now, then we have a lot of catching up to do! However, I see today being more about how we meet the new challenges that the Internet presents. We are finally starting to see the Internet deliver one of the original objectives outlined by its inventor Tim Berners-Lee – to be a space for sharing information. Not a space for advertising. Not a space for marketing. Not a space for broadcasting. Not a space for selling. A space for sharing . A space… for communication . And as communicators ourselves, we need to understand and listen to what information is being shared because some of it may be about the products, brand, companies and organisation we represent. On occasions we will need to engage with these communities, and we may even be brave enough to encourage this communication.
  • Meeting the Challenges of Internet PR

    1. 1. Meeting the Challenges of Internet PR PR Academy 5 th Annual Conference Wednesday 31 May, 2006
    2. 2. Meeting the Challenges of Internet PR <ul><li>Why “threats” are actually opportunities </li></ul><ul><li>The challenges of Internet PR </li></ul><ul><li>Why communicators need to think differently </li></ul>
    3. 3. But first… <ul><li>Worked with the web for the last 12 years </li></ul><ul><li>6 years at Hill & Knowlton, one of the leading PR consultancies </li></ul><ul><li>Responsible for our own global marketing technology strategy </li></ul><ul><li>Advise organisations on how to use the web to communicate </li></ul><ul><li>An active blogger and social media evangelist </li></ul>
    4. 4. Half full or Half empty?
    5. 5. Types of Threat <ul><li>Malicious </li></ul><ul><li>Mischievous </li></ul><ul><li>Misinformed </li></ul><ul><li>Misused </li></ul>
    6. 6. Your Opportunities <ul><li>Malicious - Corral support </li></ul><ul><li>Mischievous - Participate </li></ul><ul><li>Misinformed - Inform </li></ul><ul><li>Misused - Offer help </li></ul><ul><li>Plus opportunities to facilitate conversations and add value to existing communities </li></ul>
    7. 7. Meeting the Challenges of Internet PR
    8. 8. Case studies
    9. 9. The Challenges <ul><li>Us! </li></ul><ul><li>Understanding influence </li></ul><ul><li>Listening </li></ul><ul><li>Engaging </li></ul><ul><li>Facilitating </li></ul><ul><li>Getting attention </li></ul>
    10. 10. Thinking Differently
    11. 11. Meeting the Challenges <ul><li>Listen </li></ul><ul><ul><li>Blog search engines </li></ul></ul><ul><ul><li>RSS reader </li></ul></ul><ul><ul><li>Automated monitoring </li></ul></ul><ul><ul><li>Analysis </li></ul></ul><ul><li>Engage </li></ul><ul><ul><li>Commenting </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><li>Facilitate </li></ul><ul><ul><li>Create relationships </li></ul></ul><ul><ul><li>Aggregate </li></ul></ul><ul><ul><li>Co-mmunicate </li></ul></ul>
    12. 12. Meeting the Challenges of Internet PR <ul><li>Why “threats” are actually opportunities </li></ul><ul><li>The challenges of Internet PR </li></ul><ul><li>Why communicators need to think differently </li></ul>
    13. 13. Let’s connect <ul><li>Niall Cook </li></ul><ul><li>[email_address] </li></ul><ul><li>blogs.hillandknowlton.com/blogs/niallcook </li></ul><ul><li>+44 20 7973 4423 </li></ul><ul><li>Singapore: </li></ul><ul><li>Jimmy Tay </li></ul><ul><li>[email_address] </li></ul><ul><li>+65 6390 3333 </li></ul>

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