the new face of public relations
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All information contained in this document is considered the proprietary property of Airfoil Public Relations, Inc. Any duplication or distribution without the express written consent of Airfoil Public Relations, Inc. is strictly prohibited.
The New Face of Public Relations
April 7, 2023
Intersection of media, PR, digital
• Journalism degree/student newspaper• PR Newswire
– Modems, media• Newspaper’s first Web manager
– Online only publications• Digital public relations
– FastLane blog– Blogger relations
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What we’ll cover
• Media evolution/PR transition• Customer service is the new marketing• Online reputation management• Digital marketing assets• Role reversals• What’s next?
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Publisher/digital marketer/online brand ambassador
Public relations has evolved from media coverage, impressions and bylined articles to also encompass social content creation, online reputation management, customer service and even digital marketing.
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Evolution revolution
• Hype surrounding headlines about demise of traditional media
• End audience still ultimately quest for news/information – where they’re going to find it is changing– Convenience, accessibility
• Online, mobile
• Companies understand dynamics, need to reach core audiences through other channels
PR then and now
Photo credit: Glen Edelson
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customer service and reputation
Social media monitoring
• Monitoring is no longer optional• People are talking about your product or service –
with or without you• Negative posts are an opportunity• Acknowledge positive posts
• Don’t lose the opportunity• Kryptonite, Dell, Dominos
Employees
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• Employees can be the best and worst assets
• Never assume employees, vendors, clients will know what to say
• Have guidelines in place
How can I help you?
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• Bad customer service can turn into bad PR
• No response = “they don’t care”
• Customer services is new marketing/PR
Photo credit: dariuszka
outreach strategies• Comment on blogs in your
industry• Genuine comments• Searchable terms vs.
messaging
• Connect with conversation• How would you tell your
neighbor what you do? • Keep it short
• Get smart about what reporters/influencers write about• See if they have other
outlets, blogs/Twitter• Any conversation needs to be
relevant and on-target
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digital assets
Digital dashboard
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• NYTimes.com• Freep.com• TechCrunch• Consumerist• Great Lakes IT Report
Digital Media
• Twitter• Facebook• LinkedIn• YouTube• DocStoc• Digg
Social Media• Multimedia newsroom• Audio and video• RSS• Micro-sites/landing pages• Corporate blog/social
networking links
Digital Assets
Digital assets
• Multimedia Newsroom– High-quality images,
graphics– Audio and video– RSS– Links
• Landing pages/microsites
• Corporate blog, social network links
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role reversals
Content is king
• Companies, customers, media all create content
• Everyone’s a critic• Reviews, reputation evolve• Social tagging, news links• Search changes news, shelf life
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What’s in it for the company?
• Customer influence• Brand perception• Search engine optimization• Thought leadership• Your customers are talking
about you
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online media relations
Relationships remain critical
https://twitteringjournalists.pbworks.com/Media+People+Using+Twitter
Analysts, influencers remain important
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http://sagecircle.wordpress.com/directories/analyst-twitter-directory/
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what’s the ROI?
Measuring social media outreach
• Search Engine Optimization • Everything is searchable
• Word of Mouth• Buyer’s make purchase decisions based on what
they see and hear• Brand Reputation: Return on Influence
• Customers will buy based on the company’s online reputation and reviews
Social media metrics
• Metrics vs. Influence• Set goals, then track • Alexa, Google, Compete can provide context• Relevancy is key• Corporate reputation and brand awareness• Sales funnel• Search Engine Optimization• Web site referrers and traffic
Conclusions
Media are in transition Public relations plays an integrated role Businesses and consumers are going online
for research, answers, recommendations Companies have the opportunity to
participate in the dialogue or to be an observer
Online share of voice, SEO and reputation building lead to brand recognition, inbound links, sales considerations 24
q & a
866.Airfoil / www.airfoilpr.com
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