5 ways to integrate traditional & digital PR<br />
What do you think?<br />
Today: <br />What is digital PR? <br />How can you use it? <br />Why is it useful for your brand? <br />
Listening<br />
Spreading key messages<br />
Engaging audiences<br />
Connecting with key influencers<br />
Crisis Management<br />
Questions?<br />
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5 ways to integrate digital PR with your traditional PR


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  • We recently hosted a couple of industry breakfasts to discuss the ever-changing digital PR and social media spaces. The breakfasts covered 5 quick and easy ways to integrate digital and traditional PR:
    •Listening: to consumers, suppliers, partners and employees – in a similar way to how you might listen to stakeholders offline. Conversations about brands, products and industries now happen honestly and openly online, on channels you can listen in on! This can be useful to: gain consumer insights and customer feedback; understand your brand positioning better in terms of products, competitors and industry online activity; measure offline activity; and use the data to inform a social media strategy, if appropriate.
    •Spreading key messages: communication can now spread much more quickly and easily than it could in traditional channels. There are lots of new channels too, for example specific online news sites (e.g. the National Times); press release syndication sites (e.g. PR Wire which also gives you SEO benefits), and social media (e.g. blogs and Twitter).
    •Engaging audiences: provide them with a sense of personal relevance by providing content that surprises and delights (e.g. Port Macquarie), informs (e.g. PayPal) or by providing support or a service (e.g. Early Learning Centre).
    •Connecting with key influencers: social media presents many new ways of connecting and establishing relationships with journalists, spokespeople, bloggers and other influential people. For example, Treeet has used Twitter to maintain relationships with journalists who received a gift voucher at the launch event.
    •Managing a crisis: this seems a big barrier to entry to companies integrating digital and offline PR but many of the offline issues management principles still apply. Key things to think about are developing an issues management plan before your company dives into social media. At the breakfasts, we had a lot of discussion around what went wrong in the recent Nestle and Greenpeace social media crisis.
    Thanks to everyone who woke up at the crack of dawn to attend. Keep an eye out for our next breakfast on how social media and SEO can work together.
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  • What you think digital PR is? One word or sentence.
  • A catch-all term to describe how we can manage a brand’s digital reputation, tell the brand’s story and ensure the brand has the reputation it deserves. Fundamentally similar; Some of the differences: Pace: social media/digital time is real-time so you need to be flexible, adaptable &amp; able to make decisions quicklyStyle of communication: less about broadcasting to a wide audience and more about personal relationships, a two-way conversationTransparencyGreater importance on issues management (before they turn into crises)
  • Turning offline into online
  • Listening to consumers, stakeholders and employees – they are already sharing opinions, feedback and recommendations online in a space they feel comfortable in. 14% of people trust ads; 78% of people trust consumer recommendations.Why listening/monitoring is useful:Gain consumer insights and customer feedbackUnderstand your brand positioning better in terms of products, competitors and industry online activityMeasure offline activity – PR, advertising and salesUnderstanding where people are talking about your brand – twitter, facebook, youtube, blogs? E.g. Cengage EducationUse the data to inform a social media strategy (if appropriate)
  • Spreading the company’s messages: - Online news channels – National Times (SMH and The Age’s analysis and commentary platform)- Press release syndication – SEO benefits (back links &amp; new content)- Distributing to social channels, e.g. Twitter can be used to broadcast and distribute company news to a wider audience e.g. Flight Centre Twitter but remember to target message/content format. Also think about bloggers but do your research – values, attitude toward brand, level of influence etc. - Share buttons on websites which make it easy for users, remove barriers to entry. Remember online messages have the potential to be spread much quicker than offline which can be good or bad.
  • The age of communication pull strategies which means audiences (consumers, staff, investors, media) choose to talk about/to brands, on the platforms that suit them. They’re already doing this so we need to think about how we can engage them, rather than broadcasting to them. A few ideas on how to engage them:- Community building –e.g. Linked In can be used to foster a professional network for your staff, recruit new staff and share industry news/info. Or if you’d like to keep your intellectual property private, you could a service like Yammer, a private enterprise microblogging platform e.g. EY important for maintaining thought-leadershipSurprise and delight e.g. Port Mac photo comp sharing passion to create a community of brand advocatesInform and entertain e.g. Mothercare parenting tips to increase brand awarenessGive or receive insighte.g. ELC customer feedback and service to be seen as a thought leader and a company that listens to consumers
  • New ways of connecting and establishing relationships with journalists, spokespeople, bloggers and other influential peopleEasier to reachWider range of influential people now Influentialppl may be able to reach wider networks e.g. Mia Freedman, MammaMiaMore informationavailable about them so you can align your company values with any bloggers you choose to engage or the influencers you want to align with i.e. remember your brand personalitye.g.Treeettalking to journo’s on Twitter
  • Big barrier to engaging online. Many of the offline principles still apply. The main difference is the incredible speed at which online messages can travel and the need to identify issues (monitoring) and develop an issues management plan (escalation process, dedicated crisis website?) prior to them becoming crises.E.g. NestleHow to manage a crisis: Monitor brand closely/listenIntercept the message when it is an issue, before a crisisAddress it creatively – companies are expected to do more than simply apologise e.g. take feedback on boardTake offline
  • How else digital can transform offline PR: Events e.g. Tweet-ups, live streamStunts – the end of the stunt as we know it? E.g. Witchery (trust, transparency)Market research
  • 5 ways to integrate digital PR with your traditional PR

    1. 1. 5 ways to integrate traditional & digital PR<br />
    2. 2. What do you think?<br />
    3. 3.
    4. 4. Today: <br />What is digital PR? <br />How can you use it? <br />Why is it useful for your brand? <br />
    5. 5. Listening<br />
    6. 6. Spreading key messages<br />
    7. 7. Engaging audiences<br />
    8. 8. Connecting with key influencers<br />
    9. 9. Crisis Management<br />
    10. 10. Questions?<br />
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