PR in the 21 st  Century Stacy Armijo Vice President Pierpont Communications
A little about me <ul><li>Not your typical online evangelist </li></ul><ul><li>Live in the most exciting time this century...
<ul><li>…Because you can, doesn’t mean you should. </li></ul><ul><li>…Because you’re intimidated, doesn’t mean you shouldn...
Where we are <ul><li>Proliferation of media outlets </li></ul><ul><li>Barriers to entry almost eliminated </li></ul><ul><l...
Now everyone is an expert… … So who really is?
The good news <ul><li>More outlets = More, broader coverage </li></ul><ul><li>Specialized outlets = Better targeting </li>...
The bad news <ul><li>Fast news = Fewer controls, less accuracy </li></ul><ul><li>Many outlets = More work for us </li></ul...
In defense of “MSM” <ul><li>“ Barriers” serve </li></ul><ul><li>a purpose </li></ul><ul><li>“ In print” and “on air” </li>...
Focus on the fundamentals.
What’s the objective? <ul><li>Think twice if it’s because… </li></ul><ul><li>Your competitor has a MySpace page. </li></ul...
What’s the objective? <ul><li>Dig deeper if it’s because you want to… </li></ul><ul><li>Drive sales leads </li></ul><ul><l...
If you passed the first test <ul><li>Ask yourself a few questions… </li></ul><ul><li>Is the Internet your primary source f...
If you passed the first test <ul><li>Alternatively… </li></ul><ul><li>Do you operate in a highly regulated or litigious in...
PR Tools of the 21 st  Century
Web Site <ul><li>21 st  Century storefront </li></ul><ul><li>Introducing the organization </li></ul><ul><li>Educating your...
Media Relations <ul><li>Reaching out to news media to generate coverage of your organization. </li></ul><ul><li>Educating ...
Search Engine Optimization <ul><li>Technical strategies for achieving a high ranking for your Web site on search engines. ...
Pay Per Click Advertising <ul><li>Paid search results guaranteed to appear when users type specified terms into search eng...
Blogs <ul><li>A regularly updated journal published on the Web.   </li></ul><ul><li>Lead generation </li></ul><ul><li>Sear...
Videos / Photos <ul><li>Marketing your organization through videos and photos, using online sharing services such as YouTu...
Podcasts <ul><li>Audio recordings posted online for downloading onto computers, MP3 players and PDAs. </li></ul><ul><li>Ed...
Social Networking <ul><li>Online communities for users with similar interests such as Facebook, MySpace, LinkedIn and Twit...
Traditional Tools <ul><li>Community Relations </li></ul><ul><li>Event Marketing </li></ul><ul><li>Direct Mail </li></ul><u...
Overwhelmed? Don’t know where to start?
Get the lay of the land <ul><li>Online monitoring </li></ul><ul><ul><li>RSS feeds track blogs, social media </li></ul></ul...
What’s it all mean? <ul><li>You’ve got some choices to make. </li></ul><ul><li>Ask yourself those questions. </li></ul><ul...
Stacy Armijo Vice President Pierpont Communications 512-448-4950 [email_address] www.piercom.com View these slides at:  ww...
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PR in the 21st Century

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Considerations of PR strategies and tactics in today's rapidly changing environment.

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PR in the 21st Century

  1. 1. PR in the 21 st Century Stacy Armijo Vice President Pierpont Communications
  2. 2. A little about me <ul><li>Not your typical online evangelist </li></ul><ul><li>Live in the most exciting time this century </li></ul><ul><li>Believe there are lots of new opportunities </li></ul><ul><li>Also believe the fundamentals still apply </li></ul>
  3. 3. <ul><li>…Because you can, doesn’t mean you should. </li></ul><ul><li>…Because you’re intimidated, doesn’t mean you shouldn’t. </li></ul>I Believe That…
  4. 4. Where we are <ul><li>Proliferation of media outlets </li></ul><ul><li>Barriers to entry almost eliminated </li></ul><ul><li>“Citizen Media” </li></ul>
  5. 5. Now everyone is an expert… … So who really is?
  6. 6. The good news <ul><li>More outlets = More, broader coverage </li></ul><ul><li>Specialized outlets = Better targeting </li></ul><ul><li>More interaction (can) = Stronger brands </li></ul><ul><li>Cheap, cheap, cheap! </li></ul>
  7. 7. The bad news <ul><li>Fast news = Fewer controls, less accuracy </li></ul><ul><li>Many outlets = More work for us </li></ul><ul><li>Bad news travels faster than ever </li></ul><ul><li>Credibility difficult to determine </li></ul><ul><li>Less control than ever </li></ul>
  8. 8. In defense of “MSM” <ul><li>“ Barriers” serve </li></ul><ul><li>a purpose </li></ul><ul><li>“ In print” and “on air” </li></ul><ul><li>still powerful </li></ul><ul><li>MSM as primary source </li></ul><ul><li>Traditional media far from dead, but changing rapidly </li></ul>
  9. 9. Focus on the fundamentals.
  10. 10. What’s the objective? <ul><li>Think twice if it’s because… </li></ul><ul><li>Your competitor has a MySpace page. </li></ul><ul><li>All of your Web developer’s friends are doing it. </li></ul><ul><li>Your CEO’s neighbor has a blog, so he wants one too. </li></ul>
  11. 11. What’s the objective? <ul><li>Dig deeper if it’s because you want to… </li></ul><ul><li>Drive sales leads </li></ul><ul><li>Supplement expert positioning efforts </li></ul><ul><li>Cultivate your online reputation </li></ul><ul><li>Extend the reach of other communications </li></ul><ul><li>Enhance employee recruiting efforts </li></ul><ul><li>… using online tools. </li></ul>
  12. 12. If you passed the first test <ul><li>Ask yourself a few questions… </li></ul><ul><li>Is the Internet your primary source for sales leads / employees? </li></ul><ul><li>Does your product or service inspire “fandom”? </li></ul><ul><li>Does your organization like to experiment, take risks? </li></ul>
  13. 13. If you passed the first test <ul><li>Alternatively… </li></ul><ul><li>Do you operate in a highly regulated or litigious industry? </li></ul><ul><li>Are you ready to endure severe public criticism? </li></ul><ul><li>Do you have the resources (time, writers, techno junkies) to jump in? </li></ul>
  14. 14. PR Tools of the 21 st Century
  15. 15. Web Site <ul><li>21 st Century storefront </li></ul><ul><li>Introducing the organization </li></ul><ul><li>Educating your audience </li></ul><ul><li>Leveraging other tactics </li></ul><ul><li>Driving leads </li></ul><ul><li>Accurate positioning </li></ul><ul><li>Technical security </li></ul><ul><li>Critical in today’s business environment </li></ul>Good for: Risks: Benefits:
  16. 16. Media Relations <ul><li>Reaching out to news media to generate coverage of your organization. </li></ul><ul><li>Educating your audience </li></ul><ul><li>Positioning you as an expert </li></ul><ul><li>Awareness / Credibility for your organization </li></ul><ul><li>Story is in the reporter’s hands </li></ul><ul><li>You could be bumped anytime </li></ul><ul><li>Third-party credibility </li></ul><ul><li>Longer lifespan </li></ul><ul><li>More editorial controls </li></ul><ul><li>More cost-effective than advertising </li></ul>Good for: Risks: Benefits:
  17. 17. Search Engine Optimization <ul><li>Technical strategies for achieving a high ranking for your Web site on search engines. </li></ul><ul><li>Lead generation </li></ul><ul><li>Online reputation management </li></ul><ul><li>“ Write your own Google page” </li></ul><ul><li>Changing rapidly </li></ul><ul><li>Requires constant attention </li></ul><ul><li>Find a trusted partner </li></ul><ul><li>Very targeted audience </li></ul><ul><li>Can be inexpensive </li></ul>Good for: Risks: Benefits:
  18. 18. Pay Per Click Advertising <ul><li>Paid search results guaranteed to appear when users type specified terms into search engines. </li></ul><ul><li>Lead generation </li></ul><ul><li>Boosting organic search rankings </li></ul><ul><li>Changing rapidly </li></ul><ul><li>Click fraud </li></ul><ul><li>Find a trusted partner </li></ul><ul><li>Very targeted audience </li></ul><ul><li>Pay only for what you receive </li></ul>Good for: Risks: Benefits:
  19. 19. Blogs <ul><li>A regularly updated journal published on the Web. </li></ul><ul><li>Lead generation </li></ul><ul><li>Search engine rankings </li></ul><ul><li>Expert positioning </li></ul><ul><li>Compelling copy is time-intensive </li></ul><ul><li>“ Comments” can become divisive; expose readers to negative views </li></ul><ul><li>No editorial controls </li></ul><ul><li>Targeted audience </li></ul><ul><li>Catalogues your expertise </li></ul><ul><li>Interactive </li></ul><ul><li>Inexpensive </li></ul>Good for: Risks: Benefits:
  20. 20. Videos / Photos <ul><li>Marketing your organization through videos and photos, using online sharing services such as YouTube and Flickr. </li></ul><ul><li>Extending the reach of your events and presentations </li></ul><ul><li>Employee morale, Recruiting </li></ul><ul><li>Branding </li></ul><ul><li>Legal considerations of videos / photos published </li></ul><ul><li>Shows personality of your company </li></ul><ul><li>Can use it to supplement blogs, Web sites </li></ul><ul><li>Can be used to educate </li></ul>Good for: Risks: Benefits:
  21. 21. Podcasts <ul><li>Audio recordings posted online for downloading onto computers, MP3 players and PDAs. </li></ul><ul><li>Educating your audience </li></ul><ul><li>Expert positioning </li></ul><ul><li>Entertainment </li></ul><ul><li>High quality can be expensive </li></ul><ul><li>Catalogues your expertise </li></ul><ul><li>Applicable to a mobile audience </li></ul>Good for: Risks: Benefits:
  22. 22. Social Networking <ul><li>Online communities for users with similar interests such as Facebook, MySpace, LinkedIn and Twitter. </li></ul><ul><li>Consumer products </li></ul><ul><li>Social causes </li></ul><ul><li>Career / Business development (LinkedIn) </li></ul><ul><li>Access to personal info </li></ul><ul><li>“ Comments” can become divisive; expose readers to negative views </li></ul><ul><li>Updating is time-intensive </li></ul><ul><li>Broad reach </li></ul><ul><li>Fosters “fans” </li></ul><ul><li>Interactive </li></ul><ul><li>Inexpensive </li></ul>Good for: Risks: Benefits:
  23. 23. Traditional Tools <ul><li>Community Relations </li></ul><ul><li>Event Marketing </li></ul><ul><li>Direct Mail </li></ul><ul><li>Email </li></ul><ul><li>Advertising </li></ul>
  24. 24. Overwhelmed? Don’t know where to start?
  25. 25. Get the lay of the land <ul><li>Online monitoring </li></ul><ul><ul><li>RSS feeds track blogs, social media </li></ul></ul><ul><ul><li>Google Reader, Pluck, MSN, Yahoo!, others </li></ul></ul><ul><li>Who’s the real expert? </li></ul><ul><ul><li>Technorati – View “authority” and Top 100 list </li></ul></ul><ul><ul><li>Digg – Today’s most popular blog posts, videos, etc. </li></ul></ul><ul><li>Tracking it all </li></ul><ul><ul><li>del.icio.us – Social networking bookmark site </li></ul></ul>
  26. 26. What’s it all mean? <ul><li>You’ve got some choices to make. </li></ul><ul><li>Ask yourself those questions. </li></ul><ul><li>Do you have some time on your hands (or money to pay someone else)? </li></ul><ul><li>Where does it fit in your overall marketing strategy? </li></ul><ul><li>Remember, it’s all gravy. </li></ul>
  27. 27. Stacy Armijo Vice President Pierpont Communications 512-448-4950 [email_address] www.piercom.com View these slides at: www.slideshare.com

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