Changing to the Online Press Release
Ed Adams
Public Affairs Manager
E.I. du Pont de Nemours and Company, Inc.
DuPont at a Glance
• DuPont puts science to work by creating sustainable
solutions essential to a better, safer, healthier...
DuPont and Vocus
• Joined DuPont Public Affairs in 2004 from a non-
traditional career path as an Analyst
• Initiated a pr...
Photo courtesy of US Navy
Change Management - The Online Press Release
Benefits
New Reality in
Communications
Organizational
Issues
Expectation
Mana...
New Reality in Communications
• This topic is thoroughly covered in other sessions during the
2009 Vocus Users Conference,...
Change Management - The Online Press Release
Benefits
New Reality in
Communications
Organizational
Issues
Expectation
Mana...
Organizational Issues – with a pinch of HR
• Do not underestimate the effort needed
to address organizational issues!
• Th...
Organizational Issues – with a pinch of HR
• Address the issues openly
• Leadership must discuss and adopt a
new way of “d...
Change Management - The Online Press Release
Benefits
New Reality in
Communications
Organizational
Issues
Expectation
Mana...
The Silver Lining in the Economic Cloud – Budget
Issues 2009
• For a typical DuPont Global Press Release,
two to three onl...
Change Management - The Online Press Release
Benefits
New Reality in
Communications
Organizational
Issues
Expectation
Mana...
Cost Effective Multimedia Press Releases
• Traditional press release strategies charge approximately
$200 per photo
• PR W...
Some DuPont Press Release Examples
• Study: Consumer's Demand for Sustainable Products
Remains Strong
http://www.prweb.com...
Change Management - The Online Press Release
Benefits
New Reality in
Communications
Organizational
Issues
Expectation
Mana...
Expectation Management
• This is not Traditional vs. Online Press
Releases! Both can coexist for an
organization – “succes...
Expectation Management
• By appropriately setting Online Press
Release “Industry Targets” and
keywords – you are targeting...
Change Management - The Online Press Release
Benefits
New Reality in
Communications
Organizational
Issues
Expectation
Mana...
Other Benefits of PR Web
• PR Web provides clients an opportunity to
associate press releases to RSS feeds –
you can use a...
Change Management - The Online Press Release
Benefits
New Reality in
Communications
Organizational
Issues
Expectation
Mana...
Questions?
2009 Vocus Conference Ed Adams
2009 Vocus Conference Ed Adams
2009 Vocus Conference Ed Adams
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2009 Vocus Conference Ed Adams

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Presentation from June 2009 on the challenge of incorporating online press releases into the external communication culture of a large multinational company.

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2009 Vocus Conference Ed Adams

  1. 1. Changing to the Online Press Release Ed Adams Public Affairs Manager E.I. du Pont de Nemours and Company, Inc.
  2. 2. DuPont at a Glance • DuPont puts science to work by creating sustainable solutions essential to a better, safer, healthier life for people everywhere. Operating in more than 70 countries, DuPont offers a wide range of innovative products and services for markets including agriculture, nutrition, electronics, communications, safety and protection, home and construction, transportation and protective apparel.
  3. 3. DuPont and Vocus • Joined DuPont Public Affairs in 2004 from a non- traditional career path as an Analyst • Initiated a project with the goal of identifying an enterprise solution to our public affairs needs • Identified Vocus as a “best solution” and introduced the product to DuPont leadership and the corporate Sourcing Department • A Vocus client since April 2005 • Participated in several advisory panels at Vocus
  4. 4. Photo courtesy of US Navy
  5. 5. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  6. 6. New Reality in Communications • This topic is thoroughly covered in other sessions during the 2009 Vocus Users Conference, but there are some key points: – People do not “read” news as much as they “scan” news – Search engines are a daily tool for users (the verb “to Google”) – The next generation of business leaders grew up with the internet, and they are use to being engaged – Multimedia has become an expectation New Reality in Communications
  7. 7. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  8. 8. Organizational Issues – with a pinch of HR • Do not underestimate the effort needed to address organizational issues! • There are two classes of organizational issues, and they must be brought to the surface! Organizational Issues Individuals • “Placements” are a metric of success – traditional metric • Concern that an individual’s compensation could be influenced • How do I write for the New Reality? Process • A new way of doing work • New approval process? Maybe a review of digital assets? • What metrics will be used? • What is a “headline impression”?
  9. 9. Organizational Issues – with a pinch of HR • Address the issues openly • Leadership must discuss and adopt a new way of “defining success”! • Utilize resources to provide training sessions regarding online press releases – such as Vocus seminars • Have people attend together, with leadership support – very stimulating discussions occur afterward! • Many organizations have very talented communicators with decades of experience and success in traditional press releases – utilize, engage, encourage Organizational Issues
  10. 10. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  11. 11. The Silver Lining in the Economic Cloud – Budget Issues 2009 • For a typical DuPont Global Press Release, two to three online press releases can be distributed for the same cost as a traditional press release • Your news will appear in Yahoo, Google, Topix searches within a half hour • Gain flexibility in deciding what news is worthy of proactive work – stories that could not make the budget cut in a traditional setting can satisfy your organization’s criteria for an online press release Budget
  12. 12. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  13. 13. Cost Effective Multimedia Press Releases • Traditional press release strategies charge approximately $200 per photo • PR Web releases permit up to 5 digital assets per release at no extra charge – an efficient and effective way to engage the audience • More than pictures – graphs can often enhance your message! • When appropriate – embed a YouTube video! Multimedia
  14. 14. Some DuPont Press Release Examples • Study: Consumer's Demand for Sustainable Products Remains Strong http://www.prweb.com/releases/DuPont/Sorona/prweb24 • DuPont Introduces Innovative Nomex® On Demand™ to Better Protect Firefighters http://www.prweb.com/releases/2009/03/prweb2240954 • DuPont Unveils Innovative Mobile Wind Machines to Help Improve Corn Yield http://www.prweb.com/releases/2009/02/prweb2121264
  15. 15. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  16. 16. Expectation Management • This is not Traditional vs. Online Press Releases! Both can coexist for an organization – “success” is when the organization establishes the criteria for such a decision. This situation results in Senior Leadership Support – For instance – quarterly earnings statements get distributed using traditional press release tools • Online Press Releases do not get repurposed at Tier One media • Communicators cannot be judged by “placements” alone – criteria need to be communicated by leadership Expectation Management
  17. 17. Expectation Management • By appropriately setting Online Press Release “Industry Targets” and keywords – you are targeting your audience • Communicators will need to be more involved in the process of: – Selecting Industry Targets – Writing to the New Reality – and using techniques that benefit from reader “scan” as well as SEO • Coupling a PR Web Press Release with a well designed Vocus email campaign gets your organization’s message to a targeted audience very effectively! Expectation Management
  18. 18. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  19. 19. Other Benefits of PR Web • PR Web provides clients an opportunity to associate press releases to RSS feeds – you can use a single RSS feed for all of your organization’s press releases, or you can differentiate releases by using different RSS feeds • The PR Web site generates a type of “multimedia gallery” for its clients by differentiating the assets at the site Benefits
  20. 20. Change Management - The Online Press Release Benefits New Reality in Communications Organizational Issues Expectation Management Budget Multimedia Six Supports for the Online Press Release
  21. 21. Questions?

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