What we are going to talk about• Its time to look at what is changing• The things that organisations should be doing.• What they will be doing in the next two years• Working out our role as people in PR
The changes• The time for experimenting is past• Now need structured approach to online management• We need a process that we can recommend to clients• Ensure that all the major issues have been covered• Get to creating great campaigns without worrying if all the important things have been done
The end of the experiment• In the last lecture we saw how important online had become• Now we need to look at traditional practice ▫ In media relations ▫ In corporate affairs ▫ In democracy management and public affairs ▫ In voluntary service PR
The numbers•426.9m Europeans use the internet (65%), •91% of internet users read•Spend 14.8 hours online each week news online (388.5m)•One third (37%) of Europeans access the •men are more likely to beinternet using more than one device consumers of news online than•Traditional media activities are rapidly women (93% vs. 89%)moving online with more than 9 in 10 • 35-54 year olds are the mostEuropean internet users visiting news likely to read news online - at 93%websites •73% of internet users watch TV•Europeans are using the web and online (311.6m)watching TV simultaneously to •16-24 year olds are the most likelycomplement their viewing experience to watch TV online - at 83%•The internet has become an essential way •closely followed by 35-44 yearfor brands to engage with consumers with 4 olds (81%)in 10 European internet users agreeing that •67% of internet users listenthe way a brand communicates online is to the radio online (286.0m)important •this increases to 81% of 16-24s•96% of European internet users research •men are more likely than womenonline for purchases and to listen to the radio online (68%•87% shop online vs. 66%)
Media Relations• The internet has become the second preferred choice for news consumption after television• TV is doing fine – for now ▫ The range of devices that video is available on is growing ▫ The range of services and ‘TV channels’ is huge. ▫ Traditional TV has challengers
Radio• Is doing well. Local is keeping its position.• But... Is this a newspaper or radio station?
In some countries its grim in othersstrange "Germany is leading a growing European movement to let newspaper publishers charge internet search engines for displaying links to their articles – a move market-leader Google warns could cause an internet news blackout.
What has to be the PR response?• Traditional content is also published online• The traditional media is fighting a rear-guard action• There are alternatives to the old model in every case – the tipping point is getting very close.• If linking to newspaper content by Google is prohibited, the media relations part of the PR industry will need a new model very fast because the reach of print alone is far too small for the investment needed to get coverage.• It is possible for the PR industry to create its own hybrid media concoction – we will look further into this.• The bottom line – the traditional media relations model is broken and we need a new one.
Corporate affairs• Once this covered financial and inter institutional communication (with a little sponsorship thrown in for good measure).• Today, corporate reputation (that is the brand value or corporate values) is at the centre of corporate affairs.• Issues such as corporate values management, reputation management, application of corporate ethics, corporate transparency management and the nature of internet transparency and porosity are core practices.• The impact of the internet has been profound.
The watchers• The nature of internet Transparency, porosity and agency means organisations and their leaders are exposed.• In addition there are online organisations that specialise in corporate watching.• So too does the media• There are also whistleblowers and big whistle blower support agents.• These are largely internet driven agencies.• They will become even more significant and a lot more will be driven by big data analysis and semantic web analysis capabilities
The effects on countries, companiesand people• To be effective in the market place, organisations need a sound corporate as well as brand reputation.• Corporate citizenship is now critical to the engagement of employees, suppliers and institutional allies as much as for consumers.• All areas of corporate activity are exposed (even the taxes paid and where) because of the capability to use freedom of information and the internet in concert.• Even when the internet is wrong, some institutions (this month the BBC) believe everything they read on Twitter and get caught out. But sometimes they don’t. So companies must be ready – and brave.
What has to be the PR response?• PR has to understated how to discover and manage the value of reputational and brand values.• It has to be able to make the case to the dominant coalition and invest in both protection as well as promotion.• Progressively, the PR industry has to learn to manage issues and crisis. Practitioners have to read the chapter in Online Public Relations and then implement it.• Monitoring has to be mush more aggressive and competent.
In Public Affairs• Political leaders are beginning to understand the nature of the internet.• They are using Big Data decision making tools.• Old fashioned briefing is just too slow.• High-frequency trading (HFT) is only one symptom.• The ordinary citizen has detailed, real time briefing.• Government ‘transparency’ is a labyrinth. So its great for the manipulator of Big Data.
How PR has to respond• The ‘old chums’ act is not good enough. It has to be supported by fast, detailed and readily available data.• There have to be rules• The transparency of the internet means that the public is both well informed and critical and online.• The ‘magic circle’ politics is not possible any more.
In every area of PR• There is both threat and change• Much of PR has a limited future because Big Data and semantic analysis have usurped the traditional role.• Practitioners have to challenge every form of practice to see if it can survive or asses what is changed.
Some simple rules• A change of pace• A change of focus• Looking at the building blocks of modern online PR.
Basic Hygiene• Audit sites and passwords and review for opportunities ▫ List all the client web sites ▫ List al the client social media presence ▫ Look for any other online properties ▫ List all the people who tweet and blog and do stuff online for the company ▫ Here are some tools http://goo.gl/EnOEJ• Look for all the people who add content about the company and make a list with comments.• Set up alerts to monitor (newsrokit.com)• Be sure you have experts legal and security people to hand.• A big audit is big
The Seven Steps• 1. Have you got hygiene - the basics before you get too far in.• 2. Defense is the best form of attack - making sure your brand cant be hijacked• 3. Be valued for your values - and making sure you are loved for your brand and corporate values• 4. Watching you watching me - monitor, measure, evaluate and be able to share 4. Developing cool objectives - to create the right form of heat.• 5. What strategies work for you - some things you may want to do and some you had not thought about• 6. Spreading tactical crumbs - and capture your share of the £10 billion internet bonanza• 7. Looking under the bonnet of whats new - is it bird, is it a plane and does it fly
Defence• Register everything. ▫ Client need to register their name and brand across all social media sites (Wordpress & Blogger etc). ▫ You need to cover the major names/brands ▫ Need to keep access details and passwords ▫ Need to keep them very secret!!!! ▫ Don’t forget to register domain names• Add the links ▫ In every social media location you need to describe the company/brand/person (e.g. CEO) and link back to the site/page that sells. Also cross link. Its good for SEO• For the most part keep dark ▫ Add occasional stuff or automate (Friendfeed, http://feedity.com, http://www.feedblitz.com,
Values are key• What are your corporate/brand values• You need these for ▫ Tags, ▫ meta tags, ▫ SEO, ▫ Copy , photo and design briefs ▫ To inform social media content• Use values analysis ▫ To check your constituencies are contributing to reputation and not letting it drift.
Monitor, Measure & Evaluate• Not at the end of the campaign but all the time.• Use Monitoring to see how well your values are doing and where ▫ Develop your ‘story’ (get the keywords – the shared values from Google) ▫ Create your target media (not just the ‘press’) ▫ Identify ambassadors• Use monitoring to identify opportunities to ▫ Monitoring coverage (yours/competitors) ▫ Monitoring the media most valuable to your constituencies ▫ Listen to the conversation ▫ Look at all of your constituencies ▫ Look for knowledge an enthusiasm
Objectives• Do not use words like ‘tell’, ‘inform’, ‘drive’ (its the wrong mindset)• Be ambitious• Be as precise as possible (woolly is for sheep)
From Objectives to Strategies• Need for strategies to be articulated: ▫ Monitoring and evaluation strategies (not how, but what – online ‘how’ changes fast) ▫ Security ▫ Internal information and engagement ▫ Value chain/publics information/engagement ▫ Values and messages now, future and migration path ▫ Who converses with whom, when and where ▫ Issues escalation policies
Tactics• Yes... Yes.... Yes... We have all heard about Facebook and Twitter.• Thinking about platforms and channels ▫ Platforms - laptop, PC, mobile phone, digital TV, Games ▫ Channels – from usenet to Xbox Kinect• Lots of others ▫ Mobile (and mobile apps) ▫ Browsers ▫ Video ▫ Podcasts ▫ Images ▫ Apps• Tactical Objectives ▫ Need to know what each tactic will deliver to meet smart objectives• Mix ‘n Match ▫ Social media is never about one channel it is always a combination
Some more resources• A big list of Social Media channels is here: http://ht.ly/4aU0C• The introduction to Social Media PR for charities is here http://goo.gl/yDBYA
Professional Professionals• Web site and digital security ▫ Steve Armstrong, ▫ Provides services to help achieve HMG List X approval ▫ http://www.logicallysecure.com/• Legal experts ▫ Jeremy Holt ▫ co-editor of "A Managers Guide to IT Law"published in 2004 ▫ http://www.clarkholt.com/ ▫ firstname.lastname@example.org
Automation• To cover all the media/channels may have to use automated methods for spreading the word.• Needs to be carefully done• Not same message to same constituencies
Some other helpful content• A paper to help Charities enter the social media world: http://goo.gl/yDBYA