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Then and Now: A Look at the Shift from Traditional to

Online PR

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What is Public Relations?• Managing communication between an organization and its publics• Promoting goodwill between itself and its audiences/publics• Providing exposure to relevant audiences using topics of public interest

and news items that provide a third-party endorsement

• Employee• Customer• Investor• Community• Media

Areas of focus include:

• Labor• Analyst• Crisis • Government• Internal

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• Free Coverage• Freedom of the Press

– Less control, more credibility

• Window of Opportunity– Rely on news/events for

coverage

• Third Party Opinion• Just the Facts

• Paid Space• Controlled Message

– Content always seen as intended

• Unlimited Shelf Life– Pay to be seen as often as

desired

• Company trying to sell• “Buy this!” “Act now!”

VS. AdvertisingPublic Relations

http://advertising.about.com/od/careersource/a/10advpr.htm

PR and advertising are strategies used by marketing professionals to accomplish overall business goals of an organization.

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Then and Now: Traditional PR Online PR

– Who– What– Where

– When – Why – How (long)

The 5 W’s (+ an “H”) of the message:

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WHOWe have become the media

THEN

• “Publics” were only reachable through the print (and sometimes TV) media they read/saw.

• Typically distributed to that limited audience just the one time.

NOW

• We are the “publics” and the media

• Messages reach a wider audience now than ever before

• Influencers not limited to print news columnists

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Traditional media outlets are online – and social:

WHO

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Online = Easy to Share

WHO

10WHO

11WHO

12WHO

13WHO

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http://www.scribbal.com/2011/05/infographic-awesome-facts-about-twitter-facebook/

Twitter:382 tweetsx 27 followers10,314

Facebook:257 likesx 130 friends33,410

TechCrunch Unique Visitors:1,736,412

LinkedIn:111 sharesx 60 connections6,660

50,384 additional potential views824 probable views*

The Math:

WHO

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Today’s Influencers

WHO

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YouTube Reviewers

WHO

17WHO

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WHATThe message – make sure you can be found

THEN

• Well-crafted, clear, targeted messaging has always been the focus

NOW

• Keywords. SEO requires us to be aware of exactly what words we use

• Need to monitor- and participate - in conversations about your brand

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Keywords• SEO Press Release

– Determine your keywords – Don’t shorten terms – use “data management solution” rather than

“solution”– Use a wire service

• Corporate Blog– “Link bait” posts are carefully crafted to be extra juicy and create

excitement in your market. – News posts keep your readers up to date about trends and happenings

in your industry. – Multimedia posts contain either audio or video files that are played

right in the post.

WHAT

20WHAT

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Monitoring

WHAT

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Monitoring Tools

Wildfire’s Social Media Monitor tracks and compares how brands are performing on Facebook and Twitter.

A social media search engine that searches for keywords on blogs, comments, bookmarks, events, news, videos and microblogging services — and provides metrics around keywords and “sentiment.”

Lets you search for influential blogs in a given niche or subject.

WHAT

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WHEREGlobal message distribution

THEN

• The distribution of the message was limited to where the newspapers were circulated and where TV shows aired

NOW

• Immediate global distribution of messaging is possible

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At 8 p.m. ET on Wed., shortly after news broke of Mr. Jobs’ death, Twitter counted 6,049 posts/second, making it one of the most discussed news events ever on Twitter

http://mediadecoder.blogs.nytimes.com/2011/10/06/tributes-to-steve-jobs-flood-social-media-platforms/

News Travels Fast

WHERE

25WHERE

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Over 1.5 million views on YouTube starting shortly after his death was announced Wed. night and into Thurs. afternoon, a spokesman for YouTube said.

By noon on Thursday, people had uploaded more than 3,000 videos tagged “Steve Jobs” onto YouTube.

Almost 5 million posts on Twitter from Wed. night until 5 p.m. on Thursday.

50,016 mentions of him on Wed., rising to more than 879,000 on Thurs., - the single largest volume of conversation about him since he resigned as Apple’s CEO

Official Steve Jobs Facebook page has more than one million fans with more 7,000 people posting comments and sharing items on the wall.

WHERE

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WHENInstant communication and coverage

THEN

• Slower correspondence with media, longer turnaround for coverage

NOW

• Communication with media, as well as coverage, is instantaneous

• More coverage, more often

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Timing is everything.

• New methods of communication– Email– Twitter– Text

• Prioritizing outreach– Exclusives– Sneak peeks / previews– Press tours

WHEN

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WHYLanding the sale

THEN

• Exposure of the product/service/organization

• $ales

NOW

• $ales and exposure • Traffic and search

rankings

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Analytics

WHY

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Referral Sources

WHY

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HOW (long)Messages live forever

THEN

• Read newspaper, throw it away

NOW

• Content – both good and bad – lives forever online

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Summary• Who:

– Us. People are sharing content via social media so messages have wider distribution

• What: – The message. Keywords need to be incorporated to make messages

visible• Where:

– Everywhere. Messages are being distributed globally• When:

– Instantly. Communication with editors is faster, enabling more coverage more often

• Why:– Money. And Web traffic, which leads to money

• How (long):– Forever. With good SEO, content can be easily found on the Web for

many years