The document discusses the importance of public relations in building a brand, emphasizing the need for planned and sustained PR efforts from the outset. It contrasts traditional print advertising with online strategies, highlighting online PR as cost-effective and measurable for accelerating brand visibility. A case study comparing Google AdWords with online PR demonstrates that the latter can achieve better results at a lower cost.

1. Amoo Booster Series 26 th January 2012 Build Your Brand at Internet Speed Lloyd Pople, Co-founder of NeonDrum

2. What is Public Relations? Reputation Creating a favourable sales environment If this brand held a party, would I go? You won’t get fired for buying from … Influencing opinion Putting your product in the Evoked Set Planned and sustained

3. PR from day one If you don’t position yourself… Someone else will They might not get it right, you might not like it It’s your chance to inform, to get it right from the start Re-positioning is expensive STEALTH MODE

4. PR activities Features News Trade shows Web Site Social media Events Analyst programmes Awards Seminars White papers Opinion pieces Interviews Press Tours Crisis management Blogs Newsletters Press kits Media liaison User groups Brochures

5. Online PR Channels The “long tail” of the Internet

6. Print v. Online = new rules Traditional Print Advertising = revenue Space costs money – printing/paper/weight Balance advertising v. editorial quality Cost per reader – print run/distribution Measurement is anecdotal Editors/Journalists re-write your story Online Advertising = revenue Space is free Traffic comes from search, SEO is key; plus editor reputation No cost per reader Measurement is instant Often your story is published unedited

7. The birth of “Web News” Any news that your target audiences will value Each of these is an opportunity to re-state your strategic advantage Executive appointments Investment Hiring Results Customer wins Partnerships Initiatives Product launch Major versions Patents White papers Applications notes Research results Tradeshow attendance Speaker platforms Seminars User groups

8. Online Coverage Sectors Maturity of channels Technical > non-Technical New media >Traditional Average article count per sector

9. Measuring Online PR Results Sales and Media enquiries Web traffic Recent Content Keyword optimised Link Backs Google Ranking

10. Exploiting Online PR News Release

11. Case Study: Google AdWords v. Online PR All traffic driven to different registration landing pages to measure results Goal: Gain website visitor registrations via a download of a new white paper Google AdWords 11 optimised AdWord variants 82 Keyword/phrase variations £40 per day budget 3 week run Online PR Press release written Online distribution 70 instances of coverage Peak coverage in 7 days

12. Results 2.5x Registrations 23% Cheaper Online PR £210 201 £1.04 Google AdWords £105 78 £1.35 Cost Registrations Cost/registration

13. Your Brand at Internet Speed Positioning your brand from the start is crucial “ web news” creates multiple opportunities to put your strategic story forward Online PR is one of the most cost-effective and measureable ways to accelerate your brand into the mind of your audience