mbo 2011: transition to online pr
DESCRIPTION
A look at the shift from traditional PR to online PR. Originally presented at the MBO 2011 conference in IndianapolisTRANSCRIPT
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Then and Now: A Look at the Shift from Traditional to
Online PR
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What is Public Relations?• Managing communication between an organization and its publics• Promoting goodwill between itself and its audiences/publics• Providing exposure to relevant audiences using topics of public interest
and news items that provide a third-party endorsement
• Employee• Customer• Investor• Community• Media
Areas of focus include:
• Labor• Analyst• Crisis • Government• Internal
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• Free Coverage• Freedom of the Press
– Less control, more credibility
• Window of Opportunity– Rely on news/events for
coverage
• Third Party Opinion• Just the Facts
• Paid Space• Controlled Message
– Content always seen as intended
• Unlimited Shelf Life– Pay to be seen as often as
desired
• Company trying to sell• “Buy this!” “Act now!”
VS. AdvertisingPublic Relations
http://advertising.about.com/od/careersource/a/10advpr.htm
PR and advertising are strategies used by marketing professionals to accomplish overall business goals of an organization.
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Then and Now: Traditional PR Online PR
– Who– What– Where
– When – Why – How (long)
The 5 W’s (+ an “H”) of the message:
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WHOWe have become the media
THEN
• “Publics” were only reachable through the print (and sometimes TV) media they read/saw.
• Typically distributed to that limited audience just the one time.
NOW
• We are the “publics” and the media
• Messages reach a wider audience now than ever before
• Influencers not limited to print news columnists
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Traditional media outlets are online – and social:
WHO
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Online = Easy to Share
WHO
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10WHO
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11WHO
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12WHO
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13WHO
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http://www.scribbal.com/2011/05/infographic-awesome-facts-about-twitter-facebook/
Twitter:382 tweetsx 27 followers10,314
Facebook:257 likesx 130 friends33,410
TechCrunch Unique Visitors:1,736,412
LinkedIn:111 sharesx 60 connections6,660
50,384 additional potential views824 probable views*
The Math:
WHO
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Today’s Influencers
WHO
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YouTube Reviewers
WHO
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17WHO
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WHATThe message – make sure you can be found
THEN
• Well-crafted, clear, targeted messaging has always been the focus
NOW
• Keywords. SEO requires us to be aware of exactly what words we use
• Need to monitor- and participate - in conversations about your brand
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Keywords• SEO Press Release
– Determine your keywords – Don’t shorten terms – use “data management solution” rather than
“solution”– Use a wire service
• Corporate Blog– “Link bait” posts are carefully crafted to be extra juicy and create
excitement in your market. – News posts keep your readers up to date about trends and happenings
in your industry. – Multimedia posts contain either audio or video files that are played
right in the post.
WHAT
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20WHAT
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Monitoring
WHAT
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Monitoring Tools
Wildfire’s Social Media Monitor tracks and compares how brands are performing on Facebook and Twitter.
A social media search engine that searches for keywords on blogs, comments, bookmarks, events, news, videos and microblogging services — and provides metrics around keywords and “sentiment.”
Lets you search for influential blogs in a given niche or subject.
WHAT
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WHEREGlobal message distribution
THEN
• The distribution of the message was limited to where the newspapers were circulated and where TV shows aired
NOW
• Immediate global distribution of messaging is possible
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At 8 p.m. ET on Wed., shortly after news broke of Mr. Jobs’ death, Twitter counted 6,049 posts/second, making it one of the most discussed news events ever on Twitter
http://mediadecoder.blogs.nytimes.com/2011/10/06/tributes-to-steve-jobs-flood-social-media-platforms/
News Travels Fast
WHERE
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25WHERE
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Over 1.5 million views on YouTube starting shortly after his death was announced Wed. night and into Thurs. afternoon, a spokesman for YouTube said.
By noon on Thursday, people had uploaded more than 3,000 videos tagged “Steve Jobs” onto YouTube.
Almost 5 million posts on Twitter from Wed. night until 5 p.m. on Thursday.
50,016 mentions of him on Wed., rising to more than 879,000 on Thurs., - the single largest volume of conversation about him since he resigned as Apple’s CEO
Official Steve Jobs Facebook page has more than one million fans with more 7,000 people posting comments and sharing items on the wall.
WHERE
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WHENInstant communication and coverage
THEN
• Slower correspondence with media, longer turnaround for coverage
NOW
• Communication with media, as well as coverage, is instantaneous
• More coverage, more often
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Timing is everything.
• New methods of communication– Email– Twitter– Text
• Prioritizing outreach– Exclusives– Sneak peeks / previews– Press tours
WHEN
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WHYLanding the sale
THEN
• Exposure of the product/service/organization
• $ales
NOW
• $ales and exposure • Traffic and search
rankings
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Analytics
WHY
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Referral Sources
WHY
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HOW (long)Messages live forever
THEN
• Read newspaper, throw it away
NOW
• Content – both good and bad – lives forever online
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Summary• Who:
– Us. People are sharing content via social media so messages have wider distribution
• What: – The message. Keywords need to be incorporated to make messages
visible• Where:
– Everywhere. Messages are being distributed globally• When:
– Instantly. Communication with editors is faster, enabling more coverage more often
• Why:– Money. And Web traffic, which leads to money
• How (long):– Forever. With good SEO, content can be easily found on the Web for
many years