Online PR

Online Public Relations

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Online PR

Maintaining public relations and therefore having a sound public relations strategy is
important for any company be it an extremely small one or a large MNC with thousands
of employees.
Here is a nine step process that will help you plan your public relations strategy perfectly
and most productively. These steps are as follows:

• Identify your target audience - You must realize that you will never be able to sell your product to
everyone. Therefore however strong a business you have, you must still identify, select a target audience
and direct your communicative messages only towards them.

• Survey their present Knowledge levels - Either take a survey or use the internet to find out the present
knowledge base and beliefs of your target audience. Google and online forums would be of great help
to gauge their pulse.

• Observe how they are reacting - Keenly observe what opinions your target audience forms using their
present knowledge base. How they are thinking and reacting is therefore important.

• Set specific goals for the campaign - Like with everything else in life, set achievable goals like increased
web hits or changing governmental regulations etc for your public relations campaign as well.

• Select your public relations strategy - Devise your strategy keeping your goals in mind and work
accordingly to use the strategy to fulfill the goals.


Online PR

• How persuasive will the communication be - Formulate what thing or things you would like to
communicate persuasively to the target audience. These should be things that they need to know and
would want to know, in the process helping your business thrive and your goals fulfilled.

• Tactics and tools to be used - Zero in on executable forms for your public relations strategy. Decide
whether you want a blog or take out a press release or join a forum as tactics to successfully execute
your strategy.

• Look out for changes in knowledge and belief - Since public relations is all about creating a reputation
or image and belief changing, you must monitor from time to time whether your PR strategy is being
effective in enhancing your business' reputation or making people believe in your company's beliefs.

• Look out for a change in behavior - The end result of your meticulous public relations strategies should
be increased sales figures and peoples lives being affected by your products. The planning and the
product or service offered should together be able to change the behavior pattern of your target
audience.

Every business venture should be backed by a proper and effective public relations plan which would be of
great help to the business organization. If you thought your knowledge about public relation strategies was
not so good, this article should be of great help to you. Hopefully after reading this, you will be able to
implement some of these tips in your strategies and benefit from the outcome.


Effective Strategies for Online PR –
The six elements of web-enabled communications
by Dee Rambeau, DVCO Technology

This strategy assumes two key things:

Assumption 1:
All online content publishing and management can be done by the professional communicator through an
easy administrative interface that requires only the most basic computer skills.

Assumption 2:
All media assets, contacts and content are stored in a server environment designed to suit the needs of the
company. This material can be accessed from anywhere through the Internet given the proper security.



The six tools of a strategic online communications strategy are:

1. A Corporate Web Site. This is the first point of contact for all external audiences. The brand and the
message should be consistent with all other offline marketing and PR material.

2. A Media Room. All information that anyone would ever want about the company, updated on a
constant basis. Linked directly to the corporate web site and controlled by the PR professionals. Brand,
message, design and navigation match corporate web site.

3. A Blog. This can in many cases actually replace a web site for a small company or individual content
writer. In larger cases, a blog should be used to supplement or enhance the web site. Savvy PR
professionals should not only be posting content to weblogs but should also be monitoring relevant
weblogs for their clients.



4. A Crisis Site. Dark until needed for an eventual crisis, this is the online component of a company's
overall crisis communications plan. An insurance policy, this site is controlled by the PR professionals.
The message is prepared in times of quiet and published to the site in advance. When the crisis
occurs, the site is made live and is used as a one-stop resource site for both internal and external
audiences.

5. A Corporate Intranet. This is a vital tool for internal communications, both in times of normalcy and in
times of chaos. Employees must share the vision, the brand and the message and be able to
communicate it consistently to the outside world. Also allows for dynamic learning, training and
presentations.

6. A Client Extranet. The company gives access to a secure area for its clients and customers. It is
separate from the corporate website and password protected. It can be used for collaboration
among account team members, for managing client billings and for commerce if so required.

Only by developing an understanding of the use of these tools can a PR professional truly call themselves
web-enabled.

Source:
http://aboutpublicrelations.net/ucrambeau.htm


Online PR (Public Relation)

Basically, online PR involves activities geared towards influencing media, communities and audiences that
exist solely on the Internet using online channels. That includes search engines, blogs, news search, forums,
discussion threads, social networks and other online communication tools. Brand reputation monitoring and
management is also a focus area for online PR.

Traditional way of PR

Source:
http://www.slideshare.net/brandstory/the-new-pr/


Online PR (Public Relation)

The new way to PR today

Source:
http://www.slideshare.net/brandstory/the-new-pr/


What do Online PR Companies do?
What does typically an Online PR activity involves?
What does Online PR comprises of?

The Online PR is nothing but …

Ignite conversations across blogs, forums, communities and Social networks to secure endorsements from
experts and advocates and cultivating word-of-mouth.

The figure shows service spectrum of as typical online PR Company:

Source:
http://www.immediatefuture.co.uk/


Typical Online PR

Know the right way to engage with your audience and online

Online journalists are looking for good quality news, pitched in with well-written and inspiring press releases.
The same press releases; optimised with key phrases, attracts attention from the Search Engines and deliver
great copy into Google and Yahoo News.

However, Social media (blogs, forums, Networks etc) cannot be targeted with releases.
Source:
http://www.immediatefuture.co.uk/


Typical Online PR

A Typical Online PR Process


Typical Online PR

A Typical Online PR Process.. Contd..


Typical Online PR : Channels / Tools

Blogs especially technology blogs

PR related:
Naked PR - Naked PR is a blog dedicated to educating small and online business owners and other
professionals on online public relations issues, tactics, news, and more.

PR Conversations
Science & Technology related:
Furrier – business and technology blog

Engadget – Technology – 1774k readers
The world's most popular blog on gadgets and consumer electronics, Engadget was founded by Peter Rojas
in 2004 and won the Web Blogs Awards that year and each year since. Now part of Weblogs Inc (owned by
AOL)

TechCrunch - Technology – 820k readers
Most influential news websites across the entire technology industry. TechCrunch, founded on June 11, 2005,
is a weblog dedicated to obsessively profiling and reviewing new Internet products and companies. In
addition to covering new companies, we profile existing companies that are making an impact
(commercial and/or cultural) on the new web space.

Boing Boing - Technology & humour– 588k readers



Ars technica – Technology; Ars Technica—the name is Latin-derived for "art of technology"— specialize in
original news and reviews, analysis of technology trends, and expert advice on topics ranging from the most
fundamental aspects of technology to the many ways technology is helping us enjoy our world.

Gizmodo- Technology – gadget guide. Gizmodo is a blog with the sole purpose of writing about tech and
gadgets as fast as possible. Started in 2002, Gizmodo has grown to be Gawker Media's largest blog, bringing
in upwards of 50 million page views a month in traffic.

We post about a variety of gadgets, including computers, cell phones, video games, cameras and anything
else you can push a button on.

Toprankblog – on line marketing blog

Online PR Blogspot – blog on Public relations

Indian blogs – PR related:

India PR Blog at http://www.indiaprblog.com/

Public Relations India

Science/Technology related blogs:



Digital Inspiration - Labnol - a technology blog
WATblog - The Refreshing Blog on Web, Advertising and Technology in India!
www.TechGazing.com focused on new media, blogs, social media, Web 2.0, Mobile 2.0, start-ups and more
Blogworks - Blogs/New Media and Corporate Communications
NASSCOM Emerge blog on emerging companies esp. the SME Sector
Desipundit
Webyantra is a tech blog that profiles Indian web products & services. It is 'ground zero' for Indian web
startups, ecommerce websites and internet based businesses.

Others could be:
Clazh - Author: Arpit Jacob, Chennai
Technospot - Author: Ashish Mohta
Life Rocks - Author: Nirmal T V, Kerala
Online Tech Tips - Author: Aseem Kishore, US
Shankar Ganesh - Author: Shankar Ganesh, Chennai
Think Abdul - Author: Abdul Azeez
Freakitude - Author: Lovedeep Wadhwa
Jsbi - Author:Jason S
Madhur - Author: Madhur Kapoor
Rishi Raj - Author: Rishi Raj



Technology Bloggers
Lee Odden founder and Paul Bradshaw of Toprankblog
Darren Rowse http://www.problogger.net/
and Chris Garrett http://www.chrisg.com/
James Copper
Jim Horton of Online PR Blogspot
Catherine Arrow, João Duarte and Judy Gombita of PR Conversations
Jennifer Mattern of Naked PR.

Indian Bloggers
Palin Ningthoujam is a marketing communications and social media marketing consultant based out of New
Delhi, and is the founder of India PR Blog. Tushar Panchal at Indian PR Blog

J S Sai of Public Relations India
Amit Agarwal is a professional blogger, writes for Digital Inspiration a technology blog
(http://labnol.blogspot.com).
Rajiv Dingra of WATblog

Ajay Jain is an independent journalist, technology analyst, and a professional blogger. He publishes a
technology blog www.TechGazing.com.

Rajesh Lalwani of Blogworks



There are about 10 people writing on the NASSCOM Emerge blog on emerging companies esp. the SME
Sector

Patrix is the founder of DesiPundit and has been blogging since June 2003.
Neha Viswanathan of Desipundit
Amit Ranjan is the cofounder & COO of SlideShare. Gaurav Gupta works as a web developer at SlideShare.
(Webyantra)

Abhijit Nadgouda at Iface thoughts
Anand of Internet Business Strategies
Nikhil Pahawa of Mixed Bag
Arunn Narasimhan, Faculty, IIT Madras at Nonoscience

Others could be:
Clazh - Author: Arpit Jacob, Chennai
Technospot - Author: Ashish Mohta
Life Rocks - Author: Nirmal T V, Kerala
Online Tech Tips - Author: Aseem Kishore, US
Shankar Ganesh - Author: Shankar Ganesh, Chennai
Think Abdul - Author: Abdul Azeez
Freakitude - Author: Lovedeep Wadhwa
Jsbi - Author:Jason S
Madhur - Author: Madhur Kapoor
Rishi Raj - Author: Rishi Raj



Blog Search Engine
• Google Blog Search
• Bloglines - web-based news aggregator for reading syndicated feeds
• (now part of Ask.com)
• BlogScope - search engine for the blogosphere with advanced analysis and visualization
technology
• IceRocket - Internet search engine specialized in searching blogs
• Sphere - is a blog search engine
• Technorati - Internet search engine for searching blogs, competing with Google and Yahoo

Online PR industry persons
• Steve Rubel, SVP Edelman and creator of www.micropersuasion.com
• Michelle Horowitz, Vice President, PR Newswire

News Saerch
• Google News
• Daylife
• MagPortal
• Newslookup
• Nexis (Lexis Nexis)
• Topix.net
• Yahoo! News
• MSN News
• AltaVista News
• AllTheWeb News


E-Zines
• Web Pro News
• Marketing Profs
• PR Point
• About.com
• Broker Magazine
• Inc.com
• Sfgate.com
• Registered Rep

Forums / Discussion threads / Discussion groups
• Thomasnet News Room
• Labnol - a technology blog
• Image Management Group
• PR Point Group
• Young PR Pros
• PR Bytes
• PR Mindshare
• Small PR Agency Pros
• PR Quorum
• PRSA Discussion

Online Survey
• Wufoo –Form builder
• Zoomerang.com


Online document distribution / uploads
• Scribd
• Slide Share

Social Networks
• Furl.net
• del.icio.us
• Newsvine
• Facebook
• Reddit
• Sphinn
• Stumbleupon
• Google Reader
• Yahoo MyWeb
Whenever a company gets online media coverage, they should be sure to use social bookmark services
such asfurl.net and del.icio.us to archive them.
It’s also a good idea to use a company blog as a way to reach out to other blogs in the same space to
encouragcoverage of company news.

Software tools for brand monitoring
• blogpulse.com or
• Google Alerts



Online PR Tools and sites
• IndiaPRwire.com
• PRWeb.com - allows companies to post press releases
• Paid services:
• Spread the word. This will help the story get picked up by the search engines, press and
blogosphere.
• PR Newswire
• Business Wire
• Web Wire
• PR.com and
• eNewsRelease.com
• Pressreleasepoint.com
• Some of the online PR sites are:
• micropersuasion.com,
• mediarelationsblog.com and
• thenewpr.com



Online PR Tools and sites
• AOL Video
• Blip.tv
• Brightcove
• Crackle
• Daily Motion
• Google Video
• Howcast
• Metacafe
• Myspace
• Revver
• Sclipo
• StupidVideos
• Yahoo Video
• YouTube
• Viddler

Online video analytics and distribution
• TubeMogul
• HeySpread
• Vidmetrix
• Veoh
• VideoPostRobot



Technology Wiki’s
• Wikipedia
• The English-language Wikipedia has the largest user base among wikis on the World Wide Web and ranks in
the top 10 among all Web sites in terms of traffic.
• Other large wikis include:
• WikiWikiWeb
• Memory Alpha
• Wikitravel
• World66
• Pune tech .com
• Other tech sites that have their own wikis


Online PR

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