The New Face of
           Public Relations
         June 11, 2009



     All information contained in this document is c...
Intersection of media, PR, digital
• Journalism degree/student newspaper
• PR Newswire
  – Modems, media
• Newspaper’s fir...
What we’ll cover

•   Media evolution/PR transition
•   Customer service is the new marketing
•   Online reputation manage...
Publisher/digital marketer/
                online brand ambassador
Public relations has evolved from media
coverage, impr...
Evolution revolution
• Hype surrounding headlines about
  demise of traditional media
• End audience still ultimately ques...
PR then and now




Photo credit: Glen Edelson
customer
service and
reputation
              7
Social media monitoring
• Monitoring is no longer optional
  • People are talking about your product or service
    – with...
Employees
• Employees can be the best
and worst assets

• Never assume employees,
vendors, clients will know
what to say

...
How can I help you?
• Bad customer
  service can turn
  into bad PR
• No response =
  “they don’t care”
• Customer
  servi...
outreach strategies
• Comment on blogs in your
  industry
   •    Genuine comments
   •    Searchable terms vs.
       mes...
digital assets


                 12
Digital dashboard


                                Social Media
•   NYTimes.com                                • Multimed...
Digital assets
• Multimedia Newsroom
  – High-quality images,
    graphics
  – Audio and video
  – RSS
  – Links
• Landing...
role reversals


                 15
Content is king
• Companies, customers, media all create
  content
• Everyone’s a critic
• Reviews, reputation evolve
• So...
What’s in it for the company?
•   Customer influence
•   Brand perception
•   Search engine optimization
•   Thought leade...
online media
  relations
               18
Relationships remain critical




              https://twitteringjournal
              ists.pbworks.com/Media
           ...
Analysts, influencers remain
                  important




         http://sagecircle.wordpress.com
         /directorie...
what’s the ROI?


                  21
Measuring social media outreach
• Search Engine Optimization
  • Everything is searchable
• Word of Mouth
  • Buyer’s make...
Social media metrics
• Metrics vs. Influence
  •   Set goals, then track
  •   Alexa, Google, Compete can provide context
...
Conclusions
 Media are in transition
 Public relations plays an integrated role
 Businesses and consumers are going onl...
q&a
866.Airfoil / www.airfoilpr.com
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The New Face of Public Relations

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  • The New Face of Public Relations

    1. 1. The New Face of Public Relations June 11, 2009 All information contained in this document is considered the proprietary property of Airfoil Public Relations, Inc. Any duplication or distribution without the express written consent of Airfoil Public Relations, Inc. is strictly prohibited.
    2. 2. Intersection of media, PR, digital • Journalism degree/student newspaper • PR Newswire – Modems, media • Newspaper’s first Web manager – Online only publications • Digital public relations – FastLane blog – Blogger relations 2
    3. 3. What we’ll cover • Media evolution/PR transition • Customer service is the new marketing • Online reputation management • Digital marketing assets • Role reversals • What’s next? 3
    4. 4. Publisher/digital marketer/ online brand ambassador Public relations has evolved from media coverage, impressions and bylined articles to also encompass social content creation, online reputation management, customer service and even digital marketing. 4
    5. 5. Evolution revolution • Hype surrounding headlines about demise of traditional media • End audience still ultimately quest for news/information – where they’re going to find it is changing – Convenience, accessibility • Online, mobile • Companies understand dynamics, need to reach core audiences through other channels
    6. 6. PR then and now Photo credit: Glen Edelson
    7. 7. customer service and reputation 7
    8. 8. Social media monitoring • Monitoring is no longer optional • People are talking about your product or service – with or without you • Negative posts are an opportunity • Acknowledge positive posts • Don’t lose the opportunity • Kryptonite, Dell, Dominos
    9. 9. Employees • Employees can be the best and worst assets • Never assume employees, vendors, clients will know what to say • Have guidelines in place 9
    10. 10. How can I help you? • Bad customer service can turn into bad PR • No response = “they don’t care” • Customer services is new Photo credit: dariuszka marketing/PR 10
    11. 11. outreach strategies • Comment on blogs in your industry • Genuine comments • Searchable terms vs. messaging • Connect with conversation • How would you tell your neighbor what you do? • Keep it short • Get smart about what reporters/influencers write about • See if they have other outlets, blogs/Twitter • Any conversation needs to be relevant and on-target
    12. 12. digital assets 12
    13. 13. Digital dashboard Social Media • NYTimes.com • Multimedia newsroom • Freep.com • Audio and video • TechCrunch • Twitter • RSS • Consumerist • Facebook • Micro-sites/landing pages • Great Lakes IT Report • LinkedIn • Corporate blog/social • YouTube networking links • DocStoc • Digg Digital Media Digital Assets 13
    14. 14. Digital assets • Multimedia Newsroom – High-quality images, graphics – Audio and video – RSS – Links • Landing pages/microsites • Corporate blog, social network links 14
    15. 15. role reversals 15
    16. 16. Content is king • Companies, customers, media all create content • Everyone’s a critic • Reviews, reputation evolve • Social tagging, news links • Search changes news, shelf life 16
    17. 17. What’s in it for the company? • Customer influence • Brand perception • Search engine optimization • Thought leadership • Your customers are talking about you
    18. 18. online media relations 18
    19. 19. Relationships remain critical https://twitteringjournal ists.pbworks.com/Media +People+Using+Twitter
    20. 20. Analysts, influencers remain important http://sagecircle.wordpress.com /directories/analyst-twitter- directory/ 20
    21. 21. what’s the ROI? 21
    22. 22. Measuring social media outreach • Search Engine Optimization • Everything is searchable • Word of Mouth • Buyer’s make purchase decisions based on what they see and hear • Brand Reputation: Return on Influence • Customers will buy based on the company’s online reputation and reviews
    23. 23. Social media metrics • Metrics vs. Influence • Set goals, then track • Alexa, Google, Compete can provide context • Relevancy is key • Corporate reputation and brand awareness • Sales funnel • Search Engine Optimization • Web site referrers and traffic
    24. 24. Conclusions  Media are in transition  Public relations plays an integrated role  Businesses and consumers are going online for research, answers, recommendations  Companies have the opportunity to participate in the dialogue or to be an observer  Online share of voice, SEO and reputation building lead to brand recognition, inbound links, sales considerations 24
    25. 25. q&a
    26. 26. 866.Airfoil / www.airfoilpr.com

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