This document discusses the changing media landscape and the rise of digital PR. It notes that while traditional PR tactics like press releases are still applicable, skills need to be applied through new digital channels like social media. Digital PR provides an instant two-way conversation online and allows for targeted small audiences. The document outlines why businesses are adopting digital PR like social networks and provides tips on planning, strategy, tactics and evaluation for an effective digital PR approach.

1. Laura TallettCorixa Communications

2. Traditional media landscape changingTraditional channels – print, broadcast, onlinePress releases, features, articles, case studiesThe newsroom – pitching storiesThese all still apply…but the skills used to implement these tactical activities need to be used via new channels….We have moved into an era where the two way conversation is vitalThe internet has provided a platform for instantaneous exchange and news

3. What is digital PRAnother media platform and channelSame old game, on a different playing field – we need to apply our communications expertise online using social media marketingA two way streetSmall targeted audiences which deliver high returns

4. It’s growing fast

5. Why do digital?Everyone is doing it – the President, the FT, private sector advisory companies, the Government32m people in the UK (65% of adult population) are online76% use the internet everyday….19% of all advertising is now online£46.6bn was spent online in 2007700,000 SMEs are using Twitter to save on marketing and recruitment costs79% of small businesses shop online regularly It’s growing so fast and there are many channels……

6. Media and marketing trends97% journalists source story information online63% source all their press releases onlineMarketing managers – 2009 social media marketing report23% have been doing digital for a few years44% have been implementing digital for a few months28% are just getting started and implementing campaigns4% no experience4% no experience but plan to1% no experience and no plans to

7. Where does it fit?Digital – 1.1 conversationBrand experience – quality, engagedEditorial – OTS, valueDirect, targeted approach - DMTraditional advertising – volume and transparency

8. Why is it important for businessesTwo way conversation with your audienceBusiness audiences increasingly using online forums and business networksStart ups/ consumers networking via online social networksHarder to infiltrate regional mediaA new vehicle for research and business insight Natural search engine optimisation toolTargeted audience campaign v mass marketing

9. The Corixa Digital offeringCorporate website (multimedia)BlogsSocial Book MarkingPodcasts / VodcastsProsumer sitesSocial NetworksUser Generated Content sitesDirectoriesDirectories

10. Who is online?Digital nativeHas grown up in the digital ageDon’t read newspapers & rarely read magazinesRespond to audio & visual stimulation24/7 generation – want to be mobileShare information, opinions and recommendations rather than depend on mediaSelfish in consumption, spoilt by choiceDigital immigrantGrew up before the digital age, but uses digital in their everyday life (anyone over the age of 28!)Operate in the digital world in distinctly pre-digital ways, eg. tend to print documents rather than comment on screenHave adapted to technology but still have one foot in the pre-digital worldCan’t media multi-task like natives canStill refer to traditional media as well as digital

11. The terminology…..what does it mean in PR?Blog – a weblog maintained by individual / business/ organisation to encourage interaction and discussion between peoplePodcast/ vodcast – downloadable multimedia files – itunes, You tubeWebcasts – live interview, statementSocial media – blogging, social networking, virtual worlds, user generated sites

12. Planning and getting startedAnalyse and set realistic and informed objectivesSegment the target audience(s)Be realistic – numbers are not as high as print/ broadcast, but highly targetedRemember one size does not fit all – think about your audiencesBuild a theme, create a message platformAllocate sufficient resourcesDeploy tacticsGive it time – it is time intensive and may take some time to deliver resultsYou need to continually feed your online toolsEvaluate results

13. StrategyOutput/ tacticDigital TacticsBlogPodcastWebsiteSocial NetworkUGCOuttake / resultResult of tacticsProfile

14. Buzz / chatter

15. Stickiness

16. Interaction

17. Book markedOutcomeAudience actionVisit your website

18. Make recommendation

19. Download info

20. Build loyalty