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A walk-through of online PR and how it differs to traditional offline PR methods and techniques. Understanding how fundamentally different online is and how a business can harness that difference to achieve success online.
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How is PR changing?
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Ultimately it’s a story
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But PR needs to adapt
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UNDER THE INFLUENCE OF DIGITAL, PR ISTRANSFORMING
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http://www.flickr.com/photos/joeandsarah/
Everything is amplified
Source: http://www.flickr.com/photos/usnationalarchives/
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YOU CAN’T JUST BLOW YOUR OWN TRUMPET
Source: http://www.flickr.com/photos/hoteldelapaixgeneve/
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INFINITE CHOICE
Why the rush towards digital?
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Source: Pew Research Center
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Source: http://garstontowers.blogspot.co.uk/2013/04/graphs-of-uk-newspaper-circulation.html
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Source: http://www.guardian.co.uk/media/abcs
We’re moving online
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TRADITIONALPR
ONLINEPR
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http://www.flickr.com/photos/13476480@N07/
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PR IS LIKE A DINNER PARTY
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What your business is
interested in
What your customers are interested in
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PR in the digital age
MACRO &
MICRO
PUBLIC RELATIONS
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SOCIAL MEDIA
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YOU CAN TURNIT AROUND
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Be prepared, online and off• Ship grounded during the evening of Friday 13th January
2012• First offline PR was 14 January (PM)• First news conference with CEO was held 16 January • Online had:
• 35,000 tweets• 10,000 blog mentions• 34,000 new mentions online• 4,500 YouTube video mentions
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Source: http://www.flickr.com/photos/the-wanderers-eye/
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OFFLINE OR ONLINE?
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Where do I begin?
We all start somewhere
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#1 - Planning
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taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
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In god we trust… all others bring data
Edward Deming
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ONLY 11% OF MARKETING DECISIONS
ARE BASED ON DATA
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Source: Adobe/Econsultancy Quarterly Digital Intelligence Briefing 2013
#2 – Leverage any opportunity
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3185 shares
1545 tweets
#3 – Show what you hide
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http://www.youtube.com/watch?v=oSd0keSj2W8
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#4 – Create your own news
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Note: details matter
#5 – Think beyond words
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taxassist.co.uk/resources/show-article/title/May-Day-Tax-Return-Penalties/id/23
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CONTENT IS CUSTOMER SERVICE
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#6 – Sometimes, normal is OK
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70 20 10
#7 – Listen
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http://www.google.co.uk/trends/explore
CONTENT IS CUSTOMER SERVICE
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CONTENT IS CUSTOMER SERVICE
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#8 – Identify influencers
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CONTENT IS CUSTOMER SERVICE
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INFLUENCE
INFLUENCE
#9 – Reach out
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CONTENT IS CUSTOMER SERVICE
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#10 – Evaluate
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http://www.flickr.com/photos/crystiancruz/
#11 – Get reading
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The Business of InfluencePhilip Sheldrake
CONTENT IS CUSTOMER SERVICE
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