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The New Face of Public Relations

April 7, 2023

Intersection of media, PR, digital

• Journalism degree/student newspaper• PR Newswire

– Modems, media• Newspaper’s first Web manager

– Online only publications• Digital public relations

– FastLane blog– Blogger relations

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What we’ll cover

• Media evolution/PR transition• Customer service is the new marketing• Online reputation management• Digital marketing assets• Role reversals• What’s next?

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Publisher/digital marketer/online brand ambassador

Public relations has evolved from media coverage, impressions and bylined articles to also encompass social content creation, online reputation management, customer service and even digital marketing.

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Evolution revolution

• Hype surrounding headlines about demise of traditional media

• End audience still ultimately quest for news/information – where they’re going to find it is changing– Convenience, accessibility

• Online, mobile

• Companies understand dynamics, need to reach core audiences through other channels

PR then and now

Photo credit: Glen Edelson

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customer service and reputation

Social media monitoring

• Monitoring is no longer optional• People are talking about your product or service –

with or without you• Negative posts are an opportunity• Acknowledge positive posts

• Don’t lose the opportunity• Kryptonite, Dell, Dominos

Employees

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• Employees can be the best and worst assets

• Never assume employees, vendors, clients will know what to say

• Have guidelines in place

How can I help you?

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• Bad customer service can turn into bad PR

• No response = “they don’t care”

• Customer services is new marketing/PR

Photo credit: dariuszka

outreach strategies• Comment on blogs in your

industry• Genuine comments• Searchable terms vs.

messaging

• Connect with conversation• How would you tell your

neighbor what you do? • Keep it short

• Get smart about what reporters/influencers write about• See if they have other

outlets, blogs/Twitter• Any conversation needs to be

relevant and on-target

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digital assets

Digital dashboard

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• NYTimes.com• Freep.com• TechCrunch• Consumerist• Great Lakes IT Report

Digital Media

• Twitter• Facebook• LinkedIn• YouTube• DocStoc• Digg

Social Media• Multimedia newsroom• Audio and video• RSS• Micro-sites/landing pages• Corporate blog/social

networking links

Digital Assets

Digital assets

• Multimedia Newsroom– High-quality images,

graphics– Audio and video– RSS– Links

• Landing pages/microsites

• Corporate blog, social network links

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role reversals

Content is king

• Companies, customers, media all create content

• Everyone’s a critic• Reviews, reputation evolve• Social tagging, news links• Search changes news, shelf life

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What’s in it for the company?

• Customer influence• Brand perception• Search engine optimization• Thought leadership• Your customers are talking

about you

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online media relations

Relationships remain critical

https://twitteringjournalists.pbworks.com/Media+People+Using+Twitter

Analysts, influencers remain important

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http://sagecircle.wordpress.com/directories/analyst-twitter-directory/

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what’s the ROI?

Measuring social media outreach

• Search Engine Optimization • Everything is searchable

• Word of Mouth• Buyer’s make purchase decisions based on what

they see and hear• Brand Reputation: Return on Influence

• Customers will buy based on the company’s online reputation and reviews

Social media metrics

• Metrics vs. Influence• Set goals, then track • Alexa, Google, Compete can provide context• Relevancy is key• Corporate reputation and brand awareness• Sales funnel• Search Engine Optimization• Web site referrers and traffic

Conclusions

Media are in transition Public relations plays an integrated role Businesses and consumers are going online

for research, answers, recommendations Companies have the opportunity to

participate in the dialogue or to be an observer

Online share of voice, SEO and reputation building lead to brand recognition, inbound links, sales considerations 24

q & a

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