Transcript Online PR

Onlin
e PR
Esther Addei
Anastasia Bulley
Nana Adwoa Akuffo
Owoo
Albert Eyison
Anne aidoo-Forson
Concepts
• Public relations: practice of managing the
spread of information between an individual
or organization and the market
With the increasing importance of the
internet, online PR has become more
necessary !
Online PR
Online PR is about influencing people rather than
buying placement for brand content. This influence
could result in a story in a magazine, newspaper or
blog and other online pickups including social media.
Online PR activity is closely associated with
improving results from many of the other digital
marketing communications techniques in particular
social media, SEO (link-building), partnership
marketing and viral marketing / word-of-mouth
marketing.
Online PR
Strategies
Benefits of
Online
PR
Tracking tactics
Increases brand awareness
Allows clients to easily reach you
Information is always available once online
Enables you to reach a large number of people
Components of
Online PR
Media alerting
Publisher Outreach
Online PR
Community
Participation
Brand protection
Publisher
outreach
Publisher
outreach
• The idea behind a blogger outreach campaign
is that a company, in seeking exposure for a
product or service, leverages influencers who
have established a substantial following,
asking them to write about it in exchange for
free access to the product or service
(Weinberg, 2015).
Community
Participation
Community
Participation
Online Community
A platform that
enables members
provide content/
contribute in some
way to the website
Online Community
Participation
The interaction
between users and
online communities on
the web.
Community
Participation
Types of Online
Communities
•Blogs
•Wikis
•Online
multiplayer
games
Examples of Online
Communities
• Harley Owners Group
(Harley Davidson)
• Being Girl (Procter &
Gamble)
• PlayStation Community
(Sony)
• My Starbucks Idea
(Starbucks)
Uses of Online
Communities
Provides insight into;
• Web design
• Online marketing
• Crowdsourcing
Motivations for Online
Community Participation
• Reciprocity
• Recognition
• Sense of efficacy
• Sense of community
Study on
community
participation
Encouraging
Online Community
Participation
• Award prizes for best
comments
• Ensure discussions invite
comments
• Make participation easy
and fun ( involve games,
puzzles, quizzes, etc.)
• Create incentives for
increased level of
participation
Media Alerting
Media alert is an invitation designed to inform the media about your
event, such as a press conference or a grand opening and entice
them to attend.
• A media alert differs from a press release, which is an example of
the type of coverage you did like to see after the event.
• A media alert is designed to attract the media to an event, not
explain the event or provide detailed information on the news.
• It is not more than a page.
• Goal of a media alert is to give a reporter all the information they
need to make a decision on whether or not to attend your event,
without giving away the story.
• Also used as a reminder for a previously sent, very important
announcement/invitation. Media alert can refer back to the
previous message and give a quick outline of the most important
information.
• Another use of media alerts is to provide the basis for calendar
listings if you are promoting a webinar or a physical event.
Media Alert Tips
•
•
•
•
Keep it short and concise.
Language must be clear and simple.
Include all-important details
Use of paragraphs, highlighting and bolding. This is to
help the reader to easily discern the purpose of the
media alert at a glance.
• Brief introduction
• Include contact person’s /Public relations officer’s
name, phone number and email address. This is to help
the media to reach them in case of questions and
clarification of information.
Sampl
e
Brand Protection
Fake Brands
Facts of Brand
Protection
• The internet economy of the G20 will be worth
approximately £2.7 trillion by 2016
• The cost of digital piracy is $75 billion annually to
the global economy
• Sales of counterfeit goods accounts for up to
7% of total world trade - $600 billion annually.
One in six products sold online is identified as
counterfeit
• 96% of companies admit that guarding their
online assets is now essential for the success of
their brand, but only 40% have a strategy in place
Brand Protection
• The act of preventing someone from illegally
making and selling a product using a brand
name owned by another company.
Threats to Online
Brands
Cyber squatting:
registration by third parties of web domains related to a brand’s trademarks as a
form of investment, with the aim of selling it at an inflated price.
Typo squatting:
misspelled versions of brands’ internet domains, used to divert traffic for
fraudulent sites or smear-campaign sites.
use of brands in email and social media to obtain personal information, such as
credit card numbers.
used for phishing and redirect traffic to sell of counterfeit goods.
online marketplaces, rogue websites, mobile apps and social media sites provide
the ideal shop window for global counterfeit sales - affecting revenues, customer
loyalty and brand reputation.
Phishing:
Copycat and rogue sites:
Counterfeit goods:
False claims of affiliation:
damage your brand's online credibility and put customers at risk by substituting
trusted, high quality products with inferior and potentially dangerous copies.
SEO manipulation and PayPer-Click fraud:
malicious violation of search engine rankings, and paid search adverts using
names similar or identical a brand to divert traffic, both negatively impact
marketing investments and profits.
sale or sharing of pirated digital content —movies, music, software, games and ebooks – and unauthorized distribution of companies' protected intellectual
property.
malicious attempts to discredit or lower consumer confidence in brands on web,
blogs and social networking sites.
Illegal digital content:
Reputation attacks:
methods of Brand
Protection
• Trademark
• Patent
• Social Media Monitoring
THANK YOU