PUBLIC RELATIONS AND THE INTERNET Pertemuan 19 – 20 By: Dr. Drs. Dominikus Tulasi, MM. Mata kuliah: 00324 - CRISIS COMMUNICATION AND PUBLIC RELATION Tahun

PUBLIC RELATIONS AND THE INTERNET

Pertemuan 19 – 20By: Dr. Drs. Dominikus Tulasi, MM.

Mata kuliah : 00324 - CRISIS COMMUNICATION AND PUBLIC RELATION Tahun : 2010

Bina Nusantara University 3

Learning Objectives

Understanding the role of PR and the internet

List the key components of PR and internet Understand the diversity of approaches Start to build PR and the internet Understand how public relations work as

media relations through internet


WHAT IS THE INTERNET?

The term internet is based on the words “interconnected network.” The internet is a network of computer networks through out the world, without a central control centre, that can link together through a set of standardized ‘protocols’—conventions by which computers send data to each other—to provide a range of communication services.


WHAT IS THE INTERNET? (1)

To function, the World Wide Web (WWW) requires three fundamental components:

Universal Resources Locaters (URLs), the string (often starting with http:) used to identify any document on the Web;

Hypertext Transfer Protocol (HTTP), a computer protocol used for transferring information across the Internet;


Hypertext Markup Language (HTML), a computer language for representing the contents of a page of hypertext, the language used for writing most Web pages.


WHAT IS THE INTERNET? (2)The concept of the World Wide Web (WWW) was created and developed by an English computer scientist Tim Berners-Lee, who worked on it from 1983 at CERN, the European particle physics laboratory near Geneva in Switzerland. The Web took the world by storm from 1993. Berners-Lee made his intellectual property universally available at no cost. He is Director of the World Wide Web Consortium (W3C), based at the Massachusetts Institute of Technology, whose purpose is to “lead the Web to its full potential’, mainly by developing common protocols to enhance the interoperability and evolution of the Web.


THE IMPACT OF THE INTERNET ECONOMY

The internet economy is fundamentally different from the physical economy in terms of information, knowledge and speed.

A large part of the phenomenally fast growth in the emerging Internet economy will come at the expense of physical economy through a substitution effect; many items can be ordered through the Internet and delivered to the door rather than people needing to physically visit shops to buy goods.


THE IMPACT OF THE INTERNET ECONOMY (1)

Internet-based developments are influencing the use of other communication media, and changes are moving so fast that the information in this chapter is likely to be overtaken by further new technologies. However, some broad observations can be made about the impact of the Internet on the workplace, the external environment and the public relations profession.


WEBSITES

At the outset, clear, achievable goals should be established when setting up a website.

The structure should not mirror the structure of the organizational chart.

The organization’s website should build on its core competencies—its strength.

It is important to include website maintenance in the budget.

Strategic Approach Needed:


WEBSITES

Quick updates and instant communication to website visitors from almost anywhere in the world;

Embedded formatting, enabling color, text, graphics, images, sound and video to be implemented;

Cost is almost negligible to update information with appropriate systems;

Instant access to research information from around the world;

Instant ability to sell goods/services; competitor research

Advantages of websites:


WEBSITES

Comparatively passive medium, depending on people to look up the website;

Not always easy to find;

Information can’t be transported away from the computer without printing images;

Employees can waste time by ‘surfing the net’.

Exposure of competitive advantages for competitor research, ie competitors can search the site or pretend to be customers to research the site’s processes.

Limitations of websites:


WEBSITES

Contact lists;

issue and crisis communication;

newsletters for stakeholders, eg. Investors and customers;

Communication from management on policy and other strategic information—interactive capability;

Copies of media releases and papers of topics;

Finance information;

Job appointments;

USES—THE WEBSITE CAN BE USED FOR A WIDE RANGER OF COMMUNICATION INCLUDING:


WEBSITES

Include the website address on all stationery, brochures, newsletters and other printed material; print, radio and television advertising and all suitable signage.

Always include a mention of the website at the end of media releases.

Use a ‘signature file’ for all email messages sent from the organization.

Register the website on the World Wide Web’s search engines—known as “Search Engine Optimization—SEO).

HOW TO PROMOTE THE WEBSITE:


WEBSITES

Job vacancies;

Online organizational chart;

Organizational vision and mission statements, goals and objectives;

Policies and procedures, technical information;

Bulletin board;

USES—THE WEBSITE CAN BE USED FOR A WIDE RANGER OF COMMUNICATION INCLUDING (1):


New product and service launches;

Customer ordering facilities;

Purchase/sale policy eg. refunds, delivery, etc;

Research reports and other information from a myriad of sources around the world;

Notifications of publications-for sale and at no cost.


WEBSITES

Encourage appropriate organizations to provide a link to the website from their site and ensure a reciprocal arrangement.

Write to clients, suppliers, affiliated organizations, media and other stakeholders to let them know about the website.

Use the website as a forum for response/comment on relevant issues.

Promote the website by email list. Use an email list of stakeholders/customer to send them emails.

Provide a discount from the normal price

Offer faster processing time for orders and requests via website.

HOW TO PROMOTE THE WEBSITE:


EMAIL

Efficiency;

Speed;

Accountability (can be electronically monitored);

Automation;

Embedded HTML—enabling text, graphics, images, sound and video to be carried in an email;

Visibility—always reachable internally/in the Internet.

THE BENEFITS OF EMAIL ARE:


EMAIL

People stop talking to each other;

People spend too much time emailing each other;

Communication is inappropriately targeted;

Email leaders get overloaded with too many messages;

Mind dumping—because it is convenient, people send email on subjects on which they might not have bothered to write a letter.

DISADVANTAGES OF EMAIL ARE:

Documents

PUBLIC RELATIONS AND THE INTERNET Pertemuan 19 – 20 By: Dr. Drs. Dominikus Tulasi, MM. Mata kuliah: 00324 - CRISIS COMMUNICATION AND PUBLIC RELATION Tahun