PR 2.0

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Public Relations & Internet Marketing

Hybrid PR
The Best of Both World!

PR 1.0
Hybrid RP 2.0
•TV Target Market
reached depending
•Radio on the objectives •Social Media
•Press and adapted to each •SEO
•Events clients •Newsroom on site
•Direct Marketing •Optimised press releases
•Ect... •Ect..

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© Catherine Daar juin 2010

Let’s Work Together! Marketing
Advertising

Branding HYBRID Digital Creations

Public Relations
Communication

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Public Relations 2.0
From now on your public is not only
the media public but billions of
individuals who have acess to the
Internet
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Traditionnal Public Relations
RP 1.0
✓ Journalists are the
«middleman»
✓ PR are in « demand» of
«favours»
✓ Journalists control content
✓ «Manipulation» and «Inﬂuence»

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PR 2.0
✓ Brands become publishers
✓ Brands become sources of
information for the media
✓ We eliminate the middleman and
reach the public directly
✓ Direct connexion with clients
✓ Conversation with the public
✓ Listen
✓ Connect
✓ Engage conversations and give
opinion
✓ Pull (Inbound Marketing) vs Push

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Some Key Elements of PR 2.0
✓ Keyword optimised Press Releases with direct acess to social media plateforms
✓ Promotion of press releases on social media
✓ Use of press releases distribution services (PRWeb, PRNewswire, BusinessWire,
ect...)
✓ SEO PR
✓ Link Building
✓ PPC
✓ Participation in discussions in target market communities
✓ Promotion of message through inﬂuent bloggeurs
✓ Articles submission to establish expertise
✓ Creation of «social media» newsroom on site
✓ Content creation (articles, podcast, webinars...)
✓ On-going monitoring of campaings and results

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Before Writing an Article Journalists and Editors
perform Online Reaserch

janvier 2010

91% use Google
65% use social media
89% use blogs
52% use Micro blogging (Twitter,...)

Source: http://www.gwu.edu/explore/mediaroom/newsreleases/
nationalsurveyﬁndsmajorityofjournalistsnowdependonsocialmediaforstoryresearch

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«Conversations are
taking place with or
without you»
Brian Solis

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Before Launching a PR Campaign you
need to Optimize your Site

✓ SEO
✓
Internet Marketing
Web Crawlability
✓ Web Usability
✓ Web Analytics
✓ Optimised Content
✓ Creation of «Path»,
«Personnas», «Scent Trails»,
«Revolving Doors»
✓ Conversion Optimisation
✓ Call to action
✓ A/B Testing
✓ Ect.... CommNation

Tools we Use
Off Line On Line
Optimized Press Releases
Social Media (Facebook, Twitter, ect..)
Radio & TV Advertising Strategy & Content Creation
Campagne d’afﬁchage Collaboratives Platforms
Traditional Press Releases PPC/SEM
Presentations on CD and DVD Online Videos
Podcasts
Press-Kit
Webinars/Virtual Events
Brochures & Catalogues Viral Campaigns
Promotional Campaigns Blogger’s Relations
Conferences & Trade show Photo Sharing (Flickr, ..)
Events RSS
Videos Social Bookmarking
Direct Marketing Brand and Social Media Evangelists
Press Relations Articles Submission
Document sharing/Cases Studies
Press Conferences
Widgets & Applications
Celebrity endorsement Email Campaigns/Newsletters
Online Surveys
Online Sweepstakes
SEO PR/Link Building

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Ressources

What are you internal ressources?
How much and what do you need to outsource?

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Reﬂexion and Approach

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Recherche

✓ Brand SWOT analysis
✓ Study past campaigns (if existent)
✓ Evaluate the various target market’s level
of knowledge of your brand
✓ What image does the public have of your
brand?
✓ Study competitors campaigns

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Brand and Identity Reﬂexion

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The Golden Circle
Simon Sinek

How
Value Proposition

Why
Cause

What
Product and Services
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Define Objectives

✓ What is the actual situation?
✓ What objectives do we want to reach?
✓ Where these PR objectives take place in the global business strategy?
✓ Create measurable objectives
✓ Create a list of what you want to accomplish with your business in the next 6
months, 1 year, 3 year 5 years.
Ex: Reputation of the brand, establish yourself as an expert, launch of new product of services,
increase sales, find partners,...
✓ Define PR objectives
Ex: start up who needs visibility, establish company who needs to increase its client base,
merger and aquisitions, alliances, co-branding...

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Positioning

•What is the brand Identity?
•What do we want the public/clients/medias to know about
us?

•What is our positioning compare to our competitors?

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Strategy
✓ What is the global strategy?
✓ Create strategy in adéquation
with available ressources
✓ Create strategy in line with target
market
✓ How to communicate
messages?
✓ At which frequency?

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Evolution of an Online Engagement Programm

Embracing Community
•Bloggers Tour
•Thought Leadership Blog
•Social Networks
Engaging online Influencers •Advocacy
Enriching Content •Bloggers Outreach •Contests
•Podcasting •Blogger Conference Calls •Mobile
Establishing an Online Presence •Videos •Advertising
•Website •Games •Ally Developments
•Widgets •Sponsorships

Crawl Walk Run Fly

Online Monitoring

Source: Edelman PR

Messages

✓Deﬁne Target Markets

✓Organize Target Markets
by priority

✓Deﬁne key messages for
each audience
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Budget

✓Revue all actions presented
✓Organize actions by priority
✓Deﬁne the budget
✓Select actions according to the budget
✓The budget has to be ﬂexible et
reevaluated according to results of
campaigns performances

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Planning of the Timetable

✓Establish a timetable for 1 year
✓Give deadlines for each actions
✓Identify the Stakeholders
✓Plan the evaluation of each action

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Mesures and Key Performance
Indicators’s
«If it can’t be measured it souldn’t be done!»

✓Deﬁne KPI’s for each action
✓Actions should be actionnables
✓Deﬁne tools used to measure (free,
paying)

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Evaluation of Results

✓Did the public respond to our messages?
✓If yes, how ?
✓Which factors impacted the target market?
Their reactions? Modiﬁcation of behavours?
✓What is the ﬁnal impact of the campaign?
✓What measurables elements changed the
brand perception?

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What are we Mesuring?
Concret (data)
✓Trafﬁc (site, press release, emails..)
✓Conversion (sales, newsletter subscription, ...)

Subjective
✓Engagement
✓Opinion
✓Inﬂuence
✓Feeling toward the brand (negativ,
neutral, positiv)
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Mesure Success of PR 2.0 Campaigns

✓ Number of visitors on site
✓ Incoming links
✓ Number of pages visited
✓ Landing pages
✓ Google et Yahoo alerts
✓ Data coming form press release distribution services
✓ Rankings (Alexa, Google..)
✓ Blog Buzz
✓ Number of blog comments and their toned
✓ Videos watched
✓ Réferences of brand on other sites
✓ Message reach (followers,friends, fans)
✓ Leads
✓ Off line media coverage
✓ Public Speaking
✓ General feeling (positive, negative, neutral)
✓ Etc...

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Evaluation Process for Online Campaigns
Reasearch of your brand’s
mention on blogs, social
medias, forums...

Measure results
(general,feeling, sales
Create new Actions increase,...) with various
tools

Evaluate for each action
Decision to relaunch or action if result in
stop certain actions adequation with desired
objectives

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Tools to Mesure Online Reputation and Success of PR 2.0
Campaigns

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Questions?
Catherine.daar@commnation.com
022/860 1444
078/629 5046
Facebook
Twitter: cat00001
http://ch.linkedin.com/in/catherinedaar
Skype: cat00001
Commnation.com (coming soon)

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PR 2.0

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