A presentation to eMarketing Techniques 05.02.08

Online Public Relations

Online PR Basics

What’s the big deal?

• Same skills apply

• Applied with new tools

What’s Changed?

• The internet extends reach

• Touches media and consumers simultaneously

How Influence Happens

• Previously – influence the influencers (broadcast)

• Now – Anyone can publish, influence their network (narrowcast)

How does PR respond?

• Create Participation

• Build bridges

Evolution of Branding

•Before – messages pushed downstream

• Now – people are talking

• Online PR – enters dialogue on the client’s behalf

The Benefits

• Instant customer feedback

• Talk with customers

•The customers talk about the brand

Online PR Tools

Tools: Optimized Press Releases

• Touches media and consumers

• Creates searchable archive (long tail)

•Optimization = right audience finds your release

•Free keyword tools from Wordtracker and Google

•Distribution Channels: PR Newswire, PR Web, Vocus, Business Wire

Tools: Blogger Outreach

•Filter, aggregate

• Create transparency

• Speak passionately

• SME, connectors

•Tracking: Technorati, Blogpulse

Tools: Link Building

• Reciprocal links important to page rank

• Potential for increased inbound traffic

• Builds on other tools: Optimized Press Releases, Blogger Outreach, Social Media, etc.

• “link:www.yoursitename.com”

Tools: Online Reputation Management

• People talk

• Easily monitored

• Opportunity to influence dialogue positively

•Blog monitoring tools mentioned earlier can be useful

•Also Google alerts and RSS readers

Tools: Social Media

• Operative word is Social

• News, photos, videos, and podcasts

• Voting process to make media items become "popular“

• Sharing and rating sites like Digg & del.icio.us

Tools: Microsites

• Product launches/promotions

• Push brand barriers w/ unique look and feel

• Steer targeted traffic around new, specific keyword set

Tools: Social Media Newsrooms

• Employs rich media & social tools

• Position clients as thought leaders

• Streamline communication channels

• Foster conversations

Tools: Internal Communications

• Knowledge management

• Wikis

• Creation/digitization of newsletters

• E-books, PDF

Tools: Pay Per Click

• Analytic AND Creative thinking

• Collaborative

•Pushes your story to the top

Questions?