online pr: engaging customers in the digital era

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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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