2009 Vocus Conference Ed Adams

Changing to the Online Press Release
Ed Adams
Public Affairs Manager
E.I. du Pont de Nemours and Company, Inc.

DuPont at a Glance
• DuPont puts science to work by creating sustainable
solutions essential to a better, safer, healthier life for
people everywhere. Operating in more than 70 countries,
DuPont offers a wide range of innovative products and
services for markets including agriculture, nutrition,
electronics, communications, safety and protection, home
and construction, transportation and protective apparel.

DuPont and Vocus
• Joined DuPont Public Affairs in 2004 from a non-
traditional career path as an Analyst
• Initiated a project with the goal of identifying an
enterprise solution to our public affairs needs
• Identified Vocus as a “best solution” and introduced the
product to DuPont leadership and the corporate Sourcing
Department
• A Vocus client since April 2005
• Participated in several advisory panels at Vocus

Change Management - The Online Press Release
Benefits
New Reality in
Communications
Organizational
Issues
Expectation
Management
Budget
Multimedia
Six
Supports
for the
Online
Press
Release

New Reality in Communications
• This topic is thoroughly covered in other sessions during the
2009 Vocus Users Conference, but there are some key points:
– People do not “read” news as much as they “scan” news
– Search engines are a daily tool for users (the verb “to
Google”)
– The next generation of business leaders grew up with the
internet, and they are use to being engaged
– Multimedia has become an expectation
New Reality in
Communications

Organizational Issues – with a pinch of HR
• Do not underestimate the effort needed
to address organizational issues!
• There are two classes of organizational
issues, and they must be brought to the
surface!
Organizational
Issues
Individuals
• “Placements” are a metric of
success – traditional metric
• Concern that an individual’s
compensation could be
influenced
• How do I write for the New
Reality?
Process
• A new way of doing work
• New approval process? Maybe
a review of digital assets?
• What metrics will be used?
• What is a “headline
impression”?

Organizational Issues – with a pinch of HR
• Address the issues openly
• Leadership must discuss and adopt a
new way of “defining success”!
• Utilize resources to provide training
sessions regarding online press
releases – such as Vocus seminars
• Have people attend together, with
leadership support – very stimulating
discussions occur afterward!
• Many organizations have very talented
communicators with decades of
experience and success in traditional
press releases – utilize, engage,
encourage
Organizational
Issues

The Silver Lining in the Economic Cloud – Budget
Issues 2009
• For a typical DuPont Global Press Release,
two to three online press releases can be
distributed for the same cost as a
traditional press release
• Your news will appear in Yahoo, Google,
Topix searches within a half hour
• Gain flexibility in deciding what news is
worthy of proactive work – stories that
could not make the budget cut in a
traditional setting can satisfy your
organization’s criteria for an online press
release
Budget

Cost Effective Multimedia Press Releases
• Traditional press release strategies charge approximately
$200 per photo
• PR Web releases permit up to 5 digital assets per release
at no extra charge – an efficient and effective way to
engage the audience
• More than pictures – graphs can often enhance your
message!
• When appropriate – embed a YouTube video!
Multimedia

Some DuPont Press Release Examples
• Study: Consumer's Demand for Sustainable Products
Remains Strong
http://www.prweb.com/releases/DuPont/Sorona/prweb24
• DuPont Introduces Innovative Nomex® On Demand™ to
Better Protect Firefighters
http://www.prweb.com/releases/2009/03/prweb2240954
• DuPont Unveils Innovative Mobile Wind Machines to Help
Improve Corn Yield
http://www.prweb.com/releases/2009/02/prweb2121264

Expectation Management
• This is not Traditional vs. Online Press
Releases! Both can coexist for an
organization – “success” is when the
organization establishes the criteria for
such a decision. This situation results in
Senior Leadership Support
– For instance – quarterly earnings
statements get distributed using
traditional press release tools
• Online Press Releases do not get
repurposed at Tier One media
• Communicators cannot be judged by
“placements” alone – criteria need to
be communicated by leadership
Expectation
Management

Expectation Management
• By appropriately setting Online Press
Release “Industry Targets” and
keywords – you are targeting your
audience
• Communicators will need to be more
involved in the process of:
– Selecting Industry Targets
– Writing to the New Reality – and
using techniques that benefit from
reader “scan” as well as SEO
• Coupling a PR Web Press Release with a
well designed Vocus email campaign
gets your organization’s message to a
targeted audience very effectively!
Expectation
Management

Other Benefits of PR Web
• PR Web provides clients an opportunity to
associate press releases to RSS feeds –
you can use a single RSS feed for all of
your organization’s press releases, or you
can differentiate releases by using
different RSS feeds
• The PR Web site generates a type of
“multimedia gallery” for its clients by
differentiating the assets at the site
Benefits

2009 Vocus Conference Ed Adams

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