What’s your ePR strategy?<br />A Basic Primer for Public Relations 2.0<br />Nora Carr, APR, Fellow PRSA<br />ncarr@carolin...
The Context<br />Number of commercial messages per day = 4,000 to 5,000<br />Number of messages received in the office dai...
How do we cut through the clutter?<br />And win hearts and minds?<br />
PR 2.0 Components<br />Website as primary news and information channel<br />Website as interactive gathering place<br />On...
Obama Campaign <br />MyBarackObama.com users<br />Deployed social media networks, including Fac<br />Created 2 million pro...
ePR strategy for K-12 districts<br />Get there first; reach the people who matter most<br />Bypass traditional gatekeepers...
External Communications<br />Can you reach the people who matter most in 30 minutes or less?<br />
Creating news value<br />
Smart press releases<br />Contact info includes email, IM address,<br />Web site URL<br />Core news facts (bulleted list p...
Go Direct<br />Bypass gatekeepers<br /> Create channels that take your message directly to your audience<br />Subscription...
Increase Transparency<br />Get there first<br />Be accessible in good times and in bad<br />Post everything<br />Respond q...
Attracting Site Visitors<br />Consumer Reports study<br />Examined 10 categories of web sites<br />Users rated what they f...
Common Web mistakes<br />Patricia Swann from Utica College conducted cross-section critiques of school district web sites<...
NSPRA Award Winners<br />Evaluated the 15 NSPRA Web Site Award winners from 2005<br />6 of 15 (40%) did not include email ...
Shift Your Focus<br />From instructional TV to news and storytelling<br />From broadcaster to content provider<br />From s...
Internal Communications<br />Take care of the inside, first!<br />
Questions & Answers<br />Thank you! <br />
What’s your ePR strategy?<br />A Basic Primer for Public Relations 2.0<br />Nora Carr, APR, Fellow PRSA<br />ncarr@carolin...
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What’S Your E Pr Strategy

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What’S Your E Pr Strategy

  1. 1. What’s your ePR strategy?<br />A Basic Primer for Public Relations 2.0<br />Nora Carr, APR, Fellow PRSA<br />ncarr@carolina.rr.com<br />704-492-3204<br />
  2. 2. The Context<br />Number of commercial messages per day = 4,000 to 5,000<br />Number of messages received in the office daily = 204<br />Number of emails sent annually by businesses = 1.4 trillion<br />Only 54% of Americans read the newspaper one time per week<br />Average TV sound bite = 7 seconds<br />
  3. 3. How do we cut through the clutter?<br />And win hearts and minds?<br />
  4. 4. PR 2.0 Components<br />Website as primary news and information channel<br />Website as interactive gathering place<br />One-to-one, database-driven email messaging<br />Electronic newsletters highly targeted to specific user groups and needs<br />Smart press releases that target social and online media networks<br />Social media network outreach and empowerment<br />
  5. 5. Obama Campaign <br />MyBarackObama.com users<br />Deployed social media networks, including Fac<br />Created 2 million profiles <br />Planned 200,000 events<br />Formed 350,000 volunteer groups<br />Posted 400,000 blogs<br />Raised $30 million on 70,000 personal Web pages<br />
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  7. 7. ePR strategy for K-12 districts<br />Get there first; reach the people who matter most<br />Bypass traditional gatekeepers<br />Create an overwhelming fire hose of alternative news and info<br />Leverage all resources to build the brand, deliver key messages<br />Support/reinforce relationship building and public engagement<br />Start exploring social media networks now<br />
  8. 8. External Communications<br />Can you reach the people who matter most in 30 minutes or less?<br />
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  13. 13. Creating news value<br />
  14. 14. Smart press releases<br />Contact info includes email, IM address,<br />Web site URL<br />Core news facts (bulleted list preferred)<br />Link and RSS feeds to purpose-builtpage in del.icio.us<br />RSS feeds to other news releases<br />High resolution images<br />MP3 files for audio of preapproved quotes or Q&A embedded in release<br />MPV files/digitized video quotes<br />Hyperlinks to previous coverage<br />Tags for del.icio.us, Digg, other social bookmarks for easy sharing, uploading<br />
  15. 15. Go Direct<br />Bypass gatekeepers<br /> Create channels that take your message directly to your audience<br />Subscription media releases, new Web content, eNewsletters<br />Voice, email broadcasting, podcasts, blogs to targeted groups<br />Combine ePR with community relations and face-to-face tactics<br />View mass media as the icing, not the cake<br />
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  17. 17. Increase Transparency<br />Get there first<br />Be accessible in good times and in bad<br />Post everything<br />Respond quickly to public record requests<br />Increase public input and involvement<br />Online surveys and pop-ups<br />Email feedback loops<br />Online subscriptions<br />RSS feeds, social media tags<br />
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  21. 21. Attracting Site Visitors<br />Consumer Reports study<br />Examined 10 categories of web sites<br />Users rated what they found important in judging credibility of the site<br />
  22. 22. Common Web mistakes<br />Patricia Swann from Utica College conducted cross-section critiques of school district web sites<br />66% forgot to include an email address on their home page<br />When emailed, 47% of the schools never responded <br />58% do not include any “news” or updated information on their home page<br />50% forget to identify where their school is located<br />36% choose to focus on school building photos rather than children<br />Under 5% of sites offer any information targeted for journalists<br />
  23. 23. NSPRA Award Winners<br />Evaluated the 15 NSPRA Web Site Award winners from 2005<br />6 of 15 (40%) did not include email contact on their home page<br />3 of 15(20%) did not include any news or updated content on their home page<br />3 of 15 (20%) included advertisements and links to commercial web sites unrelated to teaching and instruction<br />1 of 15(6.6%) never mentioned where they were located<br />
  24. 24. Shift Your Focus<br />From instructional TV to news and storytelling<br />From broadcaster to content provider<br />From static Website (online repository) to interactive news channel and service provider<br />From email to e-marketing<br />From print to html<br />From phone calls to mass notification systems <br />From communicating to branding<br />
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  28. 28. Internal Communications<br />Take care of the inside, first!<br />
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  36. 36. Questions & Answers<br />Thank you! <br />
  37. 37. What’s your ePR strategy?<br />A Basic Primer for Public Relations 2.0<br />Nora Carr, APR, Fellow PRSA<br />ncarr@carolina.rr.com<br />704-492-3204<br />

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