The Future Of Public Relations (PR)_042007


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Presenting a different approach to PR, using software as a service (SaaS).

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The Future Of Public Relations (PR)_042007

  1. 1. The Future of Public Relations (PR) <ul><li>Best Practices of Global Corporations </li></ul><ul><li>What Journalists Want </li></ul><ul><li>PR and the Internet </li></ul>
  2. 2. A Day in the life of…… The competition has just launched a new product. Can you come up with a new PR strategy to combat their launch? Your CEO calls. He leaves tomorrow to speak at a major industry trade show. Can you prepare talking points by the end of the day? You receive an email from your CFO. Can you prepare a report for this week’s board meeting justifying the company’s PR budget? It is 9:00 Monday morning and you have just poured your morning cup of coffee. As you read your email your VP Sales drops by.
  3. 3. So what is the future of PR? <ul><li>A key component of PR in the new age of digital communications is a centralized system for managing all your </li></ul><ul><li>media contacts </li></ul><ul><li>news distribution </li></ul><ul><li>news monitoring & measurement </li></ul><ul><li>correspondence </li></ul><ul><li>activities </li></ul>
  4. 4. Best Practices…… <ul><li>American Health Information Management Association (AHIMA). </li></ul><ul><li>Represents more than 50’000 specially educated health information management professionals. </li></ul><ul><li>Creates electronic, interactive press releases. </li></ul><ul><li>Uses interactive email to track who opens their emails or makes reservations. </li></ul><ul><li>“ Interactive email allowed us to operate more efficiently, to see who planned to attend quickly, and know whether our efforts where effective.” (Kevin Gold, Director of PR) </li></ul>
  5. 5. Best Practices… <ul><li>Starr Commonwealth </li></ul><ul><li>A Michigan-based, non-profit organization offering programs to help children and families. </li></ul><ul><li>Simplifies its news management by using an online PR software. </li></ul><ul><li>Previously, spent a full day each month logging clips even though it spent US$ 36’000 annually on a clipping service. </li></ul><ul><li>“ I can actually research stories to work on, and I am not spending hours cataloging clips” (Marianne Haisten, PR Coordinator) </li></ul>
  6. 6. What Journalists Want <ul><li>A study by Vocus (NASDAQ: VOCS) was launched in 2001 that included 1’000 reporters from print publications (daily newspapers, newsletters, magazines). </li></ul><ul><li>More than 5’000 corporate communications & public relations professionals downloaded that white paper. </li></ul><ul><li>The results of this study have been covered in PR Tactics, Marketing News, PR News, Media Insights, The Holmes Report, Daily Record. </li></ul>Bottom line: Make it easy to make news!
  7. 7. What Journalists Want <ul><li>An online corporate newsroom </li></ul>A 2003 study by Hobson and Company reported that the average organization that posted an online newsroom saved US$ 20’000 annually.
  8. 8. What Journalists Want
  9. 9. PR And The Internet <ul><li>What can you gain by using PR and the Internet? </li></ul><ul><li>Managing contact lists, with twice the accuracy, </li></ul><ul><li>and half the time. </li></ul><ul><li>Extensive, up-to-date journalist details. </li></ul><ul><li>A centralized view of all activities. </li></ul><ul><li>Reports in a couple of clicks. </li></ul><ul><li>Shifting from tactical to strategic. </li></ul><ul><li>Streamline most of your regular tasks, and save money! </li></ul>
  10. 10. Conclusion Dr. Clarke Caywood is Director of the Graduate Program in Public Relations, and past chair of the Graduate Department of Integrated Marketing Communications in the Medill Graduate School, Northwestern University.