Online PR: hitting the communication ‘sweet spot’ 3
Understanding the context: financial services and the lucky country 4-8
How to get there: 10 steps to effective online PR 9
Online PR and the real world: case studies
Where to next? 25-27
Welcome to the brave new world of online PR.
That’s where online PR comes in.
to further the reach of your brand and build the reputation of your organisation
BlueChip Communication, Australia’s leading financial services communication firm, offers
this eBook of tips and advice to help your company hit the online PR sweet spot.
the industry is showing stronger life signs than any of its
offshore peers ours is a world-class retirement savings
“the first 100 days”
Clint Eastwood’s classic character, Dirty Harry, asked a felon, staring down the barrel of
Harry’s smoking .44 magnum “You gotta ask yourself, ‘do I feel lucky?’ Well… do ya punk?”
smoking gun renowned global investment
bank and leading Wall Street brand
A year-and-a-bit after the ensuing market rout, the ‘where to now’ is still not
entirely clear, even in our own lucky country, which managed to dodge the full
impact of the bullet.
reputations ripped and in tatters
Trust. Empathy. Respect.
A vanilla investment I can understand?
Government-sponsored reviews Henry Cooper
overdose of regulation
Meanwhile, back in market-land
Investors and consumers,
are feeling emboldened to ask questions and demand answers.
So what’s the upshot for the industry?
never been a better time to make a clear split from
what was wrong in the past
the opportunities offered by the many forms of communication
‘sweet spot’ of online PR.
Which brings us to the all important question of
‘How’. Online PR is about a lot more than your
website – as important as that is.
Rather, it’s about deciding on, and then developing,
an integrated online presence spanning your choice
of online tools and forums.
And with planning, foresight and the
right advice, you can make a serious
start on it – either using your own
internal resources or with the help of a
BlueChip Communication has compiled
this list of the first 10 steps to get you
on your way.
Whether you c
hoose to get in
you. Will you volved or not
be involved in – people are ta
that conversa lking about
If you’re not participating it’s
just gossip - get involved
engage compelling point of
An online reputation
All your online activities MUST funnel
to or reference your website
goal of your online PR strategy
will be achieved
by driving visitors to your website
easy to navigate
easy to find
search remains the dominant
way for users to find a product or service on the Internet
Bear in m
“so often we lose direction by focusing on the shiny new object of social media*”
long-term proposition requires
planning what you will define as success
maximise the value
achieve a common aim
best convince employees value of getting on board
an actionable plan
It’s better to commit
to less than to fail
compelling and meaningful
we can do it better
Stick to it
who is doing what,
when & how?
Build up user experience, organisational ability and confidence by testing
take the time to test
practice internally to build momentum
It’s especially important to
Planning and preparation makes the implementation phase much simpler
Stick with it.
quality not just quantity
Engage with your audiences
online interactions are 24/7.
Engage with others online
demonstrate your expertise
build a genuine
sense of reciprocity
Be aware that in the online world, an ROI based
on revenue may not be realistic in a medium that is new and
Return on Objective
focus on your objective measure it
You can make the ROI more visible, sooner:
B2B SOCIAL MEDIA
The role of social media
Key take-outs for financial services:
The role of social media
Key take-outs for