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Meeting the Challenges of Internet PR

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Meeting the Challenges of Internet PR

  1. 1. Meeting the Challenges of Internet PR PR Academy 5 th Annual Conference Wednesday 31 May, 2006
  2. 2. Meeting the Challenges of Internet PR <ul><li>Why “threats” are actually opportunities </li></ul><ul><li>The challenges of Internet PR </li></ul><ul><li>Why communicators need to think differently </li></ul>
  3. 3. But first… <ul><li>Worked with the web for the last 12 years </li></ul><ul><li>6 years at Hill & Knowlton, one of the leading PR consultancies </li></ul><ul><li>Responsible for our own global marketing technology strategy </li></ul><ul><li>Advise organisations on how to use the web to communicate </li></ul><ul><li>An active blogger and social media evangelist </li></ul>
  4. 4. Half full or Half empty?
  5. 5. Types of Threat <ul><li>Malicious </li></ul><ul><li>Mischievous </li></ul><ul><li>Misinformed </li></ul><ul><li>Misused </li></ul>
  6. 6. Your Opportunities <ul><li>Malicious - Corral support </li></ul><ul><li>Mischievous - Participate </li></ul><ul><li>Misinformed - Inform </li></ul><ul><li>Misused - Offer help </li></ul><ul><li>Plus opportunities to facilitate conversations and add value to existing communities </li></ul>
  7. 7. Meeting the Challenges of Internet PR
  8. 8. Case studies
  9. 9. The Challenges <ul><li>Us! </li></ul><ul><li>Understanding influence </li></ul><ul><li>Listening </li></ul><ul><li>Engaging </li></ul><ul><li>Facilitating </li></ul><ul><li>Getting attention </li></ul>
  10. 10. Thinking Differently
  11. 11. Meeting the Challenges <ul><li>Listen </li></ul><ul><ul><li>Blog search engines </li></ul></ul><ul><ul><li>RSS reader </li></ul></ul><ul><ul><li>Automated monitoring </li></ul></ul><ul><ul><li>Analysis </li></ul></ul><ul><li>Engage </li></ul><ul><ul><li>Commenting </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><li>Facilitate </li></ul><ul><ul><li>Create relationships </li></ul></ul><ul><ul><li>Aggregate </li></ul></ul><ul><ul><li>Co-mmunicate </li></ul></ul>
  12. 12. Meeting the Challenges of Internet PR <ul><li>Why “threats” are actually opportunities </li></ul><ul><li>The challenges of Internet PR </li></ul><ul><li>Why communicators need to think differently </li></ul>
  13. 13. Let’s connect <ul><li>Niall Cook </li></ul><ul><li>[email_address] </li></ul><ul><li>blogs.hillandknowlton.com/blogs/niallcook </li></ul><ul><li>+44 20 7973 4423 </li></ul><ul><li>Singapore: </li></ul><ul><li>Jimmy Tay </li></ul><ul><li>[email_address] </li></ul><ul><li>+65 6390 3333 </li></ul>

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