The fourth lesson of Online Communication. Online Public Relations, Online Pr Rules, Benefits, Online Pr Channels, PR vs Online PR, Online Press Releases, Online Events. Flash materials, videos and some critical pages are not included. Educational use only!

1. ONLINE COMMUNICATION IV
ONLINE PUBLIC RELATIONS, ONLINE PR RULES, BENEFITS,
ONLINE PR CHANNELS, PR vs ONLINE PR,
ONLINE PRESS RELEASES, ONLINE EVENTS
Dr. CEM ÇINLAR
03.12.2012
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2. Content
Online Public Relations
Online PR Rules
Online PR Channels
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3. Online Public Relations
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4. Online Public Relations
As an element of a business strategy,
Online PR is understanding and awereness of
the shared messages (right) about a brand or a
person and measurable effective information
to engage with others .
(Cem Cinlar 2012)
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5. Online PR Benefits
- Increase awareness
- Differentiate the subject
- Develope impression
- Improve perception
- Describe your current situation
- Brand-enhancement and protection
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6. Online PR Benefits
- Platform for engagement
- Statistics
- CRM and promotion tool
- Breaks down the barriers
- Brand advocates to be found and supported
- Find hidden people
- Credibility
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7. Online PR Benefits
- Find niche in markets
- Smaller - less resource for visibility
- Become transparent and reachable
- Understanding quickly
- Make the relevant changes
- Improve your organisation
- SEO
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8. Online PR Benefits
- Context of crisis management
- Cost-effective
- Most platforms and tools are free
- Effects online activity of the organisation
- Build credibility
- Online presence across different channels
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9. Online PR Benefits
- Enhance your visibility and reputation
- Messaging to the right people
- Measure
- Engage online
- Meet your targets
- Expand your business
- Influencers
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10. Online PR Disadvantages
- Not controlled
- Negative comments (but leading possibility control & involved)
- High risk investment
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11. Create Value by Online PR
- Reason to share
- Create the organisation
- Encourage them to share
- Invest the resources
- Strategy & planning
- Competitors
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12. Create Value by Online PR
- Insight
- Monitor - Listen
- Protect your reputation
- “Soft” marketing and communication channel
- Boosting online activities
- SEO
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13. Create Value by Online PR
- Opportunity to speak and listen
- Make people aware of
- Two-way communication
- Transparency
- Online business practice
- Educational experience
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14. Create Value by Online PR
- Find evangelists and ambassadors
- Relationships
- Fragmented and distributed
- Correct audience or customers relations
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15. Main Acts
- Communicating with media owners (influencers)
- Link building
- Entegrated (blogs, podcasting, RSS feed, widgets, etc.)
- Managing third party presence
- Creating buzz / viral
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16. Link Building
- Key activity for SEO
- A structured activity to include good quality
hyperlinks to your site from relevant sites with
a good page rank.
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17. Reciprocal Link
- Less valuable
- Link agreed beetwen you and another
organisation.
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18. Sites
- Prnewswire.com
- Internetwire.com
- Pressbox.co.uk
- Prweb.com
- Businesswire.com
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19. Online PR Channels
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20. Online PR Channels
- Profiles on social networks
- Social media management
- Microblogging accounts
- Bookmarking accounts & tools
- Video creation & video sharing sites accounts
- Really Simple Syndication feeds
- Mashups (combined content)
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21. Online PR Channels
- Brand or corporate blog
- Avatar or place in virtual worlds
- News sites
- Sectoral sites
- News agencies
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22. Online PR Channels
- Online magazines
- Applications
- Podcasts
- Widgets (tools for webside or desktop)
- Web
- Google gadgets
- Desktop and operating system gadgets
- Social sharing gadgets
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23. Tagging & Folksonomies
Tagging
- Categorise content on a site through adding
descriptive terms.
Folksonomies : Folk & taxonomy
- method of creating and managing tags to
categorize content collaboratively
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24. Online PR Valuable Data
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25. How to
- Story woth reading
- Strong hook
- Story first, detail later
- Concise, objective and to the point
- Active, compelling language
- Jargon free
- Keyword optimized
- Link back to your website
- Stick to the guideline
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26. Online PR Valuable Data
- Press releases
- Infographics
- Videographics
- White papers
- Surveys
- Researches
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27. Online PR Valuable Data
- New products
- New services
- Added values
- Profit / Loss
- Investments
- Articles
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28. Online PR Valuable Data
- Interviews
- Sectoral data
- Knowledge sharing
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29. Social Media Loves
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30. Social Media Loves
- Corporate Side Done
- Companies/individuals in conflict / in crisis
- Timely or unusual events
- Innovations or firsts
- Consumer related, local informations
- Financial results or announcements
- Law issues
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31. Social Media Loves
- Corporate Side Said
- New information shared
- Experts, unique insights shared
- Futurisme
- Real examples with customers
- Gorgeous images / videos / audios
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32. Social Media Loves
- Corporate Side Said
- Industry researches
- Company & CEO profiles
- Sectoral experts
- Comment & opinion
- Market overviews
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33. Core Messages
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34. Core Messages
- Simple - Story
- Relevant - Memorable
- Focus - Pictorial
- Benefit - Anecdotal
- Public - Surprising
- Grab attention - Name
- Avoid jargon - Key point
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35. Message Support
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36. Message Support
- Facts
Use plain statements to describe a circumstance,
situation or process
- Numbers
Use clear statistics, e.g. ‘one in three’, deliver
clearly and don’t overload
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37. Message Support
- Analogy or comparison
To add clarity to a story or to highlight key content,
a common frame of reference, or a contrast of
solutions/circumstances
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38. Message Support
- Personal experience
First-hand experience with the company or the
testing process helps audience relate to the
message and build the ‘face’ of the company
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39. Message Support
- Repetition
Highlights importance
- Succinct
Keep it simple
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40. Questions
Closed Questions
Receives a single word or very short, factual answer.
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http://bit.ly/Ykd2dI

41. Questions
Open Questions
Longer answers. They usually begin with what,
why, how. An open question asks the
respondent for his or her knowledge, opinion or
feelings.
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42. Questions
Leading Questions
Leading questions try to lead the respondent to
your way of thinking.
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43. Questions
Rhetorical Questions
Rhetorical questions aren't really questions. They're really
just statements phrased in question form.
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44. Never Say!
Off the record!
No comment!
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45. Never!
Anger
Criticism
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46. Thank you
Please kindly find the presentation @
www.slideshare.net/cemcinlar
Facebook.com/cemcinlar
Twitter.com/cemcinlar
Foursquare.com/cemcinlar
Linkedin.com/in/cemcinlar
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