Public Relations and the NetMoving into the

World of Cyberspace

Is the Net Really that Useful?

• Early performance has failed to live up to expectations.

• Time Warner’s Pathfinder Web site loses between $5-$10 million per year.

• CMP Publications Web Magazine began with a staff of 200, now down to 65.

• Lots of access - but lots of confusion and clutter! The bloom is off the rose.

What’s the Good News?

• Currently the hottest area in PR.

• Use if intranet communication, Web sites, and e-mail are changing the way we collect and gather information.

Who are the Users?• Nearly 1 in 4 Americans

has used the Internet (50 million people).

• 1/2 log in from home.• 30% are 25-34 (age)• Men heavier users 3 to

1; yet women 45%• 50% completed college• Mean income $62k

Other Useful Facts• 94% use e-mail• 34% use Net to play games• 54% use to buy products• 34% believe WEB ads are effective• 60% say Net reduces family TV time• 80% have serious concerns regarding

privacy• 78% favor control over kid’s viewing

Net Effect on PR• Compared to many industries (advertising

and stock brokerages), PR professionals have been slow out of the gate.

• 3 Reasons this will change– demand of consumers to be educated - not sold– need for real time performance– need for customization (3 networks just don’t

cut it!) - more control; cable very fragmented

Moving to E-Mail• Most pervasive

corporate form of computer communication– On-Line Newsletters– External E-Mail can

sell and move products– Distribute promo

material– Chat rooms

Organizing a WEB site• Determine Goals

– to sell more product– to make more money– win support or turn around public opinion– introduce company

• What Content Will We Include– don’t cram - plan!

• How Often Will We Edit?– Usually the answer is - not often enough!

Organizing a WEB Site

• How will we enhance design?– Style matters!

– Need to generate ‘hits’

– very visual medium

• How Interactive Will We Be?– Should be bi-directional– www.bigdogsportwear.com

Organizing a WEB Site• How will we track use?

– Most basic - ‘hits’ to site– conversations measured?– Time of day viewed– kind of access– locations within site visited most frequently– sequence visitors follow

• Who is Responsible?– Requires full time attention

Media Relations and the Net

• Recent surveys show that 16 % of reporters use the Net daily and 1/3 log on at least once a week

• On-line media relations good for– press kits

– product launches

– interviews can be given

Investor Relations and the Net• Controlled

communication with potential investors

• Electronic reports are less static– enhance with motion

and charts with sound

• Electronic report more long lived (store on-line)

Intranets, Extranets and CD Roms

• Intranets– 63% US firms have or are planning to deploy– internal vehicle which integrates workflow,

process management, infrastructure and other aspects of the job

– enables communicators, management and employees to exchange information quickly

– Netscape the largest supplier of intranet tech

Intranets, Extranets and CD Roms

• Extranet– use the Internet to target important external

groups such as investors, vendor, key customers– use approved passwords and memberships to

assure confidentiality

• CD-ROMS (read only information)• great storage capacity

– 72 minutes of sound; 20 minutes of video; equiv. 451 disks

• replace videos and print

Writing for the Internet• On-Line readers

don’t have the luxury of putting it down and finishing later– straight to the point

– must be warmer than other media - engaging

– closer to USA Today style than NY Times!