This document discusses digital public relations and codes of ethics in PR. It provides an overview of the history of marketing and how digital marketing has become preferred. It describes push and pull marketing approaches on the internet. It also defines public relations and discusses how to pitch digital PR to clients. Finally, it outlines the importance of ethics in PR and codes of conduct from the PRSI and PRSA organizations.

1. DIGITAL
PUBLIC
RELATIONS
AND
CODE OF
ETHICS IN PR

2. MEMBERS:
RAHIL
KAVITA
JENNIFER

3. INTRODUCTION
TO DIGITAL
PUBLIC
RELATION

4. HISTORY:
• Marketing has been around for a very long time. As long as people have
owned businesses, they have also had a need to spread the word about
their product or service. In older days, word-of-mouth was the only
method by which to advertise and it is still the most reliable form by which
to learn about the quality of a company's wares. When newspapers were
distributed, local companies would buy ad space within the pages because
they knew that it was really the only source for new information. Digital
marketing , though, has become the preferred method in modern times
because it utilizes mass media devices like television, radio, and the
Internet.

5. INTERNET MARKETING:
• When it comes to digital marketing on the Internet, there are two
basic kinds:
1. PULL marketing: involves a user choosing the kind of information
they want. Most often, this is done by search engine whereas the user
types in the information they seek and they receive both the
information as well as other relevant and related content. This is very
easy on the easy as it is simple and quick. It is not, however, efficient, as
it is the marketer's responsibility to ensure the information reaches the
user.
2. PUSH marketing: involves a relationship between the marketer and
the user, usually through a communication means like E-mail, SMS, or
RSS. It is fast and more concentrated, but can cost more and is harder
to discover outside of direct communication.

6. PUBLIC RELATION (PR):
Public relations (PR) is the practice of managing the
flow of information between an individual or
an organization and the public. Public relations provides
an organization or individual exposure to their
audiences using topics of public interest and news items
that do not require direct payment. The aim of public
relations by a company often is to persuade the public,
investors, partners, employees, and other stakeholders
to maintain a certain point of view about it, its
leadership, products, or of political decisions. Common
activities include speaking at conferences, winning
industry awards, working with the press, and employee
communication.

7. DEFINITION:
• Ivy Lee and Edward Louis Bernays established the first definition
of public relations in the early 1900s as:
"a management function, which tabulates public attitudes,
defines the policies, procedures, and interests of an organization...
followed by executing a program of action to earn public
understanding and acceptance.”
• The Public Relations Society of America (PRSA) defined public
relations in 1982 as:
"Public relations helps an organization and its publics adapt
mutually to each other.”
• In 2011 and 2012, the PRSA developed a crowd-sourced definition:
"Public relations is a strategic communication process that
builds mutually beneficial relationships between organizations and
their publics."

8. FIVE WAYS TO PITCH DIGITAL
PR TO A RELUCTANT CLIENT:
1. DO AN INDUCTION MEETING
2. COMPARE WITH TRADITIONAL PR
3. INDICATE SIZE BY NUMBERS
4. MANAGE EXPECTATIONS
5. DISCUSS THE TOOLS

9. 9 IMPORTANT TOOLS OF DIGITAL
PR:
1. Search Engine Optimization
2. Social Media
3. Digital Assets
4. News sites & Blogging
5. Search and Social Media Monitoring
6. Online pr
7. Crisis pr
8. Monitoring Brand Reputation with
Social Media
9. SEO, MEASUREMENT AND MONITORING

10. SEO AND DIGITAL PR:
• Search Engine Optimization (SEO).
• SEO is a technique which helps search engines find and rank your
site higher than the millions of other sites in response to a search
query. SEO thus helps you get traffic from search engines.
• Digital PR and SEO should be working with the same messaging.
• Bloggers, news sites and social media sites can all be a rich source
of links.
• Online metrics and monitoring enable you to control any digital PR
campaign
• Online media , monitoring needs to be looking at news sites, blogs
forums and networking sites if it is to be used for effective
reputation management

11. CODE OF
ETHICS
IN PR

12. ETHICS AND PR:
• There has been a lot of talk recently about corporate ethics.
But what about the ethics of the public relations industry?
What should a professional do, or refuse to do?
• In many companies, the greatest ethical pressure on public
relations professionals comes from management
misunderstanding of the role of public relations. If you believe
it exists to present the company in the best possible light at
all times, then deception and media manipulation are going to
be pretty necessary parts of the public relations tool-bag.
• But if you believe our task is to create and build positive,
productive relationships, the game changes. Any worthwhile
relationship is founded on trust. And in any relationship, if you
habitually lie, mislead, cover up or manipulate, the
relationship is a dead bird.

13. • So what should our standards be? What should we do and not do?
Here are a few from my personal list:
 We don't lie.
 We don't withhold facts if we know that by withholding them we
actually mislead.
 We don't buy favours. If a media trip is primarily a "jolly" for the
journalists, rather than a chance to see and learn, then that is
buying favours. And we don't.
 We don't abdicate responsibility.
 We are not just messengers in fancy suits.
 We are responsible for the information we provide. "Well, that's
what I was told" isn't good enough. If we have reason to doubt
the facts, we check and check again.
 We don't make promises. And when we do make them, we keep
them. And if we don't keep them, we admit the fact and put the
record straight. And if we can't be straight, we quit public
relations and start selling Time Share.

14. Prsi:
PRSI: Public Relation Society of
India:
• Evolution
• Aim
• Mission
• Code of ethics
• Shall endeavor
• Shall undertake
• Shall refrain from

15. Prsa:
Public relation society of
america :
• Advancing the profession
• Strengthening the society
• Establishing global leadership
• Code of ethics
• Advocacy
• Honesty
• Expertise
• Independence
• Loyalty
• fairness

16. Code of professional standards for
the practice of pr:
• Public interest
• Honesty and integrity
• Deal fairly
• Accuracy and truth
• False or misleading
• Corruption
• Identification of client/ employer publicly
• Undisclosed interest
• Not guarantee the achievement
• Not represent conflicting
• Personal interest is. May be conflict
• Not accept fees, commissions, gifts or any other consideration
• Confidences and privacy rights
• Damage the professional reputation
• Enforcement of this code is obligated to appear

17. THANK
YOU