Making Online Public Relations Work David Phillips Innovative Internet Marketing TM Internet Marketing
Online PR – way to go <ul><li>Some thoughts </li></ul><ul><li>The five elements </li></ul><ul><li>Some examples </li></ul>...
Estonia and Europe  Web 2.0 <ul><li>With  64% households online (against 49% average across Europe), SIM card penetration ...
Estonia is very switched on <ul><li>Estonia </li></ul><ul><ul><li>100 megabit internet access covering the whole of Estoni...
The opportunity beckons  <ul><li>Viviane Reding  Member of the European Commission </li></ul><ul><li>responsible for Infor...
People buy stuff online  Innovative Internet Marketing TM Internet Marketing
The predictions all go one way Innovative Internet Marketing TM Internet Marketing
Taking another perspective Innovative Internet Marketing TM Internet Marketing
Differences and changes <ul><li>Estonia Online retail is  up 6.3%  this year – welcome to my world </li></ul><ul><li>http:...
The high theory <ul><li>Traditional PR is still important </li></ul><ul><li>Basic PR skills remain critical </li></ul><ul>...
No one can be the complete expert Innovative Internet Marketing TM Internet Marketing
So, where to start? <ul><li>What agencies can offer </li></ul><ul><ul><li>Strategy (integrated with other PR) </li></ul></...
A simple (dynamic) audit  makes the point about the range of expertise you need http://www.netvibes.com/lindtonline#Lindt_...
What does this mean for you? <ul><li>Areas of expertise to develop </li></ul><ul><li>Knowledge of the most significant (an...
Knowledge platforms and channels  for communication <ul><li>Follow the best in the business to see what they think and do....
Five principles <ul><li>Richness </li></ul><ul><li>Reach </li></ul><ul><li>Transparency </li></ul><ul><li>Porosity </li></...
Rich content <ul><li>Get the basics right </li></ul><ul><ul><li>Good website design </li></ul></ul><ul><ul><li>Good intera...
Reach <ul><li>Getting the right audience </li></ul><ul><ul><li>At the right time </li></ul></ul><ul><ul><li>In the right c...
Transparency <ul><li>If you hide it, they will find it elsewhere </li></ul><ul><li>BUT – you share it with stakeholders AN...
Porosity  <ul><li>Organisations are porous  </li></ul><ul><li>Information leaks out </li></ul><ul><ul><li>Employees </li><...
Agency <ul><li>The internet acts as an agent </li></ul><ul><li>It can change content </li></ul><ul><ul><li>Because of what...
Reach is in the long tail <ul><li>20 th  century mass marketing is a mind set – challenge it! </li></ul><ul><li>A small ac...
Why PR has to adopt online PR <ul><li>It is now a high proportion of social interactions </li></ul><ul><li>Offline media i...
What you have to do <ul><li>Research and monitor current developments from experts (and they are not all American) </li></...
What is the opportunity <ul><li>For best practice PR folk, it takes very little time to get really good – From a standing ...
Where will it all end? <ul><li>Bad luck – it won’t! </li></ul><ul><li>It will evolve – faster and faster </li></ul><ul><li...
Future PR – a contribution to FIR Innovative Internet Marketing TM Internet Marketing
The Advert Phillips, D &  Young, P (2009) Online Public Relations 2ed Kogan Page London Part of the CIPR PR in Practice se...
Thank You <ul><li>Conversations? </li></ul><ul><li>Email:  [email_address] </li></ul><ul><li>Blog: leverwealth.blogspot.co...
Upcoming SlideShare
Loading in …5
×

e!PR By David Phillips

3,076 views

Published on

Internet public relations for Estonia. Shared at this event http://www.altex-marketing.com/epr-pr-internetis-internet-pr-seminar

David Phillips is Professor of Internet Public Relations http://www.linkedin.com/in/davidghphillips and part of the altex team http://www.altex.ee/altex-people

Published in: Business, News & Politics
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,076
On SlideShare
0
From Embeds
0
Number of Embeds
22
Actions
Shares
0
Downloads
51
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

e!PR By David Phillips

  1. 1. Making Online Public Relations Work David Phillips Innovative Internet Marketing TM Internet Marketing
  2. 2. Online PR – way to go <ul><li>Some thoughts </li></ul><ul><li>The five elements </li></ul><ul><li>Some examples </li></ul><ul><li>Mashing it up </li></ul>Innovative Internet Marketing TM Internet Marketing
  3. 3. Estonia and Europe Web 2.0 <ul><li>With 64% households online (against 49% average across Europe), SIM card penetration among the highest and broadband adoption in the top quartile, Estonia has great for PR opportunities. </li></ul><ul><li>Not either/or its both </li></ul><ul><li>Online PR is developing fast and has four big features </li></ul><ul><ul><li>Many channels for communication – and growing </li></ul></ul><ul><ul><li>Many platforms for communication – and growing </li></ul></ul><ul><ul><li>Not many true experts </li></ul></ul><ul><ul><li>Huge demand for strategic and tactical skills - worldwide </li></ul></ul>Innovative Internet Marketing TM Internet Marketing
  4. 4. Estonia is very switched on <ul><li>Estonia </li></ul><ul><ul><li>100 megabit internet access covering the whole of Estonia by the year 2015 – well ahead of rest of EU </li></ul></ul><ul><ul><li>Estonia is 18 th most connected in the World </li></ul></ul><ul><ul><li>Skype is the largest provider of international calls. </li></ul></ul><ul><li>We know this.... </li></ul><ul><ul><li>Estonia is a small country – so mass market theory is not so relevant </li></ul></ul><ul><ul><li>Estonia has masses of media but no mass media and they are under pressure </li></ul></ul>Innovative Internet Marketing TM Internet Marketing
  5. 5. The opportunity beckons <ul><li>Viviane Reding Member of the European Commission </li></ul><ul><li>responsible for Information Society and Media says: </li></ul><ul><ul><li>“ Web 2.0 and social networks are growing at viral rates . Popular social sites attract more than 120 million regular users. This is only the beginning as web 2.0 applications will be more and more used by businesses </li></ul></ul><ul><ul><li>“ The emergence of 'enterprise 2.0' will bring about huge benefits to European companies and SMEs in particular. </li></ul></ul>Innovative Internet Marketing TM Internet Marketing
  6. 6. People buy stuff online Innovative Internet Marketing TM Internet Marketing
  7. 7. The predictions all go one way Innovative Internet Marketing TM Internet Marketing
  8. 8. Taking another perspective Innovative Internet Marketing TM Internet Marketing
  9. 9. Differences and changes <ul><li>Estonia Online retail is up 6.3% this year – welcome to my world </li></ul><ul><li>http://xrl.in/2g65 </li></ul><ul><li>Domestically and across the EU Online PR now needs to develop and become more pro-active in the domestic market. </li></ul>Innovative Internet Marketing TM Internet Marketing
  10. 10. The high theory <ul><li>Traditional PR is still important </li></ul><ul><li>Basic PR skills remain critical </li></ul><ul><ul><li>Identifying publics </li></ul></ul><ul><ul><li>Relationship management </li></ul></ul><ul><ul><li>Communication skills </li></ul></ul><ul><li>Online needs these skills but on steroids </li></ul><ul><ul><li>User generated ‘publics’ </li></ul></ul><ul><ul><li>User generated brand ‘values’ </li></ul></ul><ul><ul><li>User mediated publishing </li></ul></ul>Innovative Internet Marketing TM Internet Marketing
  11. 11. No one can be the complete expert Innovative Internet Marketing TM Internet Marketing
  12. 12. So, where to start? <ul><li>What agencies can offer </li></ul><ul><ul><li>Strategy (integrated with other PR) </li></ul></ul><ul><ul><li>Rules of engagement </li></ul></ul><ul><ul><li>Auditing (important platforms and channels, audience profile, how to engage, when to engage – what are the UG ‘market’ segments and UG ‘key’ messages) </li></ul></ul><ul><ul><li>Content provision and authoring </li></ul></ul><ul><ul><li>Monitoring services </li></ul></ul><ul><li>Attention </li></ul><ul><ul><li>Devote time to understanding </li></ul></ul><ul><ul><ul><li>Listen to FIR </li></ul></ul></ul><ul><ul><ul><li>Monitor top sector bloggers </li></ul></ul></ul><ul><ul><ul><li>Try things out </li></ul></ul></ul><ul><li>Make or buy </li></ul><ul><ul><li>You can’t do it all </li></ul></ul><ul><ul><li>Use service providers </li></ul></ul><ul><ul><li>Use specialists </li></ul></ul><ul><ul><li>Be transparent (I am far to busy to want to have your clients as well) </li></ul></ul>Innovative Internet Marketing TM Internet Marketing
  13. 13. A simple (dynamic) audit makes the point about the range of expertise you need http://www.netvibes.com/lindtonline#Lindt_in_Social_Media Innovative Internet Marketing TM Internet Marketing
  14. 14. What does this mean for you? <ul><li>Areas of expertise to develop </li></ul><ul><li>Knowledge of the most significant (and relevant) and fast developing platforms and channels for communication </li></ul><ul><li>Knowledge of, and a relationship with, specialists – you can’t know everything. </li></ul><ul><li>Strategy capability to identify best channels and platforms for client’s use and application </li></ul><ul><li>Skill sets in the application of channels/platforms </li></ul><ul><li>Capability to sell effective solution to a client base desperate for good advice </li></ul>Innovative Internet Marketing TM Internet Marketing
  15. 15. Knowledge platforms and channels for communication <ul><li>Follow the best in the business to see what they think and do. </li></ul><ul><ul><li>Altex </li></ul></ul><ul><ul><li>eConsultancy - http://econsultancy.com/ </li></ul></ul><ul><ul><li>For Immediate Release podcast http://forimmediaterelease.biz/ </li></ul></ul>Innovative Internet Marketing TM Internet Marketing
  16. 16. Five principles <ul><li>Richness </li></ul><ul><li>Reach </li></ul><ul><li>Transparency </li></ul><ul><li>Porosity </li></ul><ul><li>Internet Agency </li></ul>Innovative Internet Marketing TM Internet Marketing
  17. 17. Rich content <ul><li>Get the basics right </li></ul><ul><ul><li>Good website design </li></ul></ul><ul><ul><li>Good interactive content </li></ul></ul><ul><ul><li>More content </li></ul></ul>Innovative Internet Marketing TM Internet Marketing
  18. 18. Reach <ul><li>Getting the right audience </li></ul><ul><ul><li>At the right time </li></ul></ul><ul><ul><li>In the right context </li></ul></ul><ul><ul><li>To be involved through your service and products </li></ul></ul><ul><li>Achieved by </li></ul><ul><ul><li>Clear view of community (which is your audience) </li></ul></ul><ul><ul><li>Good content for the community </li></ul></ul><ul><ul><li>Good SEO - </li></ul></ul><ul><ul><li>Effective interaction </li></ul></ul><ul><ul><li>‘ fess up if it goes pear shaped </li></ul></ul><ul><ul><li>Monitor web traffic like a hawk – where do you send visitors when they have finished with your site? </li></ul></ul><ul><ul><li>Link juice magnets </li></ul></ul><ul><ul><li>Reasons to link to your site (e.g. Content like words, images, videos, interactions) </li></ul></ul><ul><li>Join YOUR/YOUR ORGANISATION’S communities with something it needs or wants to know </li></ul>Innovative Internet Marketing TM Internet Marketing
  19. 19. Transparency <ul><li>If you hide it, they will find it elsewhere </li></ul><ul><li>BUT – you share it with stakeholders AND competition. </li></ul><ul><li>You thought it was confidential, behind the firewall, subscription only? Think again – someone blogged it somewhere and added their own spin too. </li></ul><ul><li>Need good (social media) policies for employees (they are Bloggers, Twitterers and Facebook fans too) – see IBM, BBC policies </li></ul>Innovative Internet Marketing TM Internet Marketing
  20. 20. Porosity <ul><li>Organisations are porous </li></ul><ul><li>Information leaks out </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Contractors </li></ul></ul><ul><ul><li>Commercial partners </li></ul></ul><ul><li>Mostly not malicious </li></ul><ul><li>Needs risk assessment </li></ul><ul><li>Needs contingency planning </li></ul><ul><li>Its good PR anyway </li></ul>Innovative Internet Marketing TM Internet Marketing
  21. 21. Agency <ul><li>The internet acts as an agent </li></ul><ul><li>It can change content </li></ul><ul><ul><li>Because of what people do </li></ul></ul><ul><ul><li>Because of what technologies do </li></ul></ul><ul><li>When the message is out there it WILL be changed </li></ul>Innovative Internet Marketing TM Internet Marketing
  22. 22. Reach is in the long tail <ul><li>20 th century mass marketing is a mind set – challenge it! </li></ul><ul><li>A small active online community will be the focus of 90% of sales because they act like a magnet to consumers. </li></ul><ul><li>Unlike old media relations, ALL the content that goes online is there (in effect) forever – with added opinions and information. </li></ul>Innovative Internet Marketing TM Internet Marketing
  23. 23. Why PR has to adopt online PR <ul><li>It is now a high proportion of social interactions </li></ul><ul><li>Offline media is loosing its reach and power </li></ul><ul><ul><li>Not the death of traditional PR – yet! </li></ul></ul><ul><li>Offline content is ‘Googled’ so has to be supported </li></ul><ul><li>Not instead or but in addition to </li></ul>Innovative Internet Marketing TM Internet Marketing
  24. 24. What you have to do <ul><li>Research and monitor current developments from experts (and they are not all American) </li></ul><ul><li>Try stuff out on yourself </li></ul><ul><li>Get close to experienced practitioners – mostly they share their knowledge </li></ul><ul><li>Think about audiences beyond borders </li></ul>Innovative Internet Marketing TM Internet Marketing
  25. 25. What is the opportunity <ul><li>For best practice PR folk, it takes very little time to get really good – From a standing start 18 months ago Publicasity got clients like Yahoo! and United Biscuits – you can too. </li></ul><ul><li>This form of PR practice is not free it takes up a lot of (chargeable) time </li></ul><ul><li>We are all learning, there are no experts, it keeps changing, being aware of developments means you are worth more! </li></ul><ul><li>Its global – your expertise, the tools you create, your methodologies can be exported to partners worldwide </li></ul>Innovative Internet Marketing TM Internet Marketing
  26. 26. Where will it all end? <ul><li>Bad luck – it won’t! </li></ul><ul><li>It will evolve – faster and faster </li></ul><ul><li>Of 1.5 billion internet users worldwide 70% add attention, content and interactivity. 1% add new technologies (hacks, programmes, software, facilities etc.) </li></ul><ul><li>Stop the world, I want to get on. </li></ul><ul><li>A future view for FIR 2007 </li></ul>Innovative Internet Marketing TM Internet Marketing
  27. 27. Future PR – a contribution to FIR Innovative Internet Marketing TM Internet Marketing
  28. 28. The Advert Phillips, D & Young, P (2009) Online Public Relations 2ed Kogan Page London Part of the CIPR PR in Practice series Innovative Internet Marketing TM Internet Marketing
  29. 29. Thank You <ul><li>Conversations? </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Blog: leverwealth.blogspot.com </li></ul>Innovative Internet Marketing TM Internet Marketing

×