A look at the shift from traditional PR to online PR. Originally presented at the MBO 2011 conference in Indianapolis

1. Then and Now: A Look at the Shift from Traditional to Online PR 1

2. 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 Areas of focus include: Employee Customer Investor Community Media Labor Analyst Crisis Government Internal 2

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4. Advertising VS. Public Relations 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!” PR and advertising are strategies used by marketing professionals to accomplish overall business goals of an organization. http://advertising.about.com/od/careersource/a/10advpr.htm 4

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6. Then and Now: Traditional PR  Online PR The 5 W’s (+ an “H”) of the message: When Why How (long) Who What Where 6

7. WHOWe have become the media NOW THEN We are the “publics” and the media Messages reach a wider audience now than ever before Influencers not limited to print news columnists “Publics” were only reachable through the print (and sometimes TV) media they read/saw. Typically distributed to that limited audience just the one time. 7

8. Traditional media outlets are online – and social:  8 WHO

9. Online = Easy to Share 9 WHO

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11. 11 WHO

12. 12 WHO

13. 13 WHO

14. The Math: Twitter: 382 tweets x 27 followers 10,314 Facebook: 257 likes x 130 friends 33,410 LinkedIn: 111 shares x 60 connections 6,660 TechCrunch Unique Visitors: 1,736,412 50,384 additional potential views 824 probable views* http://www.scribbal.com/2011/05/infographic-awesome-facts-about-twitter-facebook/ 14 WHO

15. Today’s Influencers 15 WHO

16. YouTube Reviewers 16 WHO

17. 17 WHO

18. WHATThemessage – make sure you can be found NOW THEN Keywords. SEO requires us to be aware of exactly what words we use Need to monitor- and participate - in conversations about your brand Well-crafted, clear, targeted messaging has always been the focus 18

19. 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. 19 WHAT

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21. Monitoring 21 WHAT

22. 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. 22 WHAT

23. WHEREGlobal message distribution NOW THEN The distribution of the message was limited to where the newspapers were circulated and where TV shows aired Immediate global distribution of messaging is possible 23

24. News Travels Fast 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/ 24 WHERE

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26. 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. 26 WHERE

27. WHENInstantcommunication and coverage NOW THEN Communication with media, as well as coverage, is instantaneous More coverage, more often Slower correspondence with media, longer turnaround for coverage 27

28. Timing is everything. New methods of communication Email Twitter Text Prioritizing outreach Exclusives Sneak peeks / previews Press tours 28 WHEN

29. WHYLanding the sale NOW THEN Exposure of the product/service/organization $ales $ales and exposure Traffic and search rankings 29

30. Analytics 30 WHY

31. Referral Sources 31 WHY

32. HOW (long)Messages live forever NOW THEN Read newspaper, throw it away Content – both good and bad – lives forever online 32

33. 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 33