Online PR – Roundtable Output, July 2004
Sample – Table of Contents + Introduction + Resources
Online PR – Roundtable Output
E-consultancy
July 2004
Copyright © E-consultancy.com ltd 2004
Online PR – Roundtable Output, July 2004
Table of Contents Table of Contents .................................................................................. 1 Introduction ........................................................................................... 2 1. What tools, techniques & approaches are used for ‘online PR’? ..................................................................... Error! Bookmark not defined.
1.1 Community Monitoring and Seeding ............................ Error! Bookmark not defined. 1.2 Reputation and Brand Monitoring................................. Error! Bookmark not defined. 1.3 News monitoring ......................................................... Error! Bookmark not defined. 1.4 The power of blogs ..................................................... Error! Bookmark not defined.
2. What are the unique opportunities & challenges of online PR? ..................................................................... Error! Bookmark not defined.
2.1 Trust and Credibility Online ......................................... Error! Bookmark not defined. 2.2 Online accounts for an increasing share of media consumption time . Error! Bookmark not defined. 2.3 Using PR to drive search engine traffic ........................ Error! Bookmark not defined. 2.4 Create an Online Press Centre and Media Kit .............. Error! Bookmark not defined.
3. How should online be integrated as part of the PR mix? ........ Error! Bookmark not defined.
3.1 Underestimating the Value of Online in PR................... Error! Bookmark not defined. 3.2 Who is best placed to handle online PR? ..................... Error! Bookmark not defined. 3.3 Spreading Word Offline ............................................... Error! Bookmark not defined. 3.4 Consistent tone ........................................................... Error! Bookmark not defined.
4. What role does online have in reputation and brand management from a PR point of view? ........................... Error! Bookmark not defined.
4.1 Online Communities .................................................... Error! Bookmark not defined. 4.2 Business blogs............................................................ Error! Bookmark not defined. 4.3 Crisis Management ..................................................... Error! Bookmark not defined. 4.4 Brand Protection ......................................................... Error! Bookmark not defined.
5. Resources.......................................................................................... 3
5.1 Guidelines and Best Practice Advice......................................................................... 3 5.2 Case Studies ........................................................................................................... 3 5.3 Useful Articles and Tips ............................................................................................ 3 5.4 Worthwhile Forums, Associations, Tools, Newsletters, Blogs ..................................... 3
Sample Only – for full 15 page report go to http://www.e-consultancy.com/publications/online-pr/
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Online PR – Roundtable Output, July 2004
Introduction
This document is based on a recent roundtable event hosted by E-consultancy. Full details on these roundtables and attendees are at http://www.e-consultancy.com/about/roundtables.asp At E-consultancy roundtables, leading experts and practitioners in the topic debate the issues, trends and resources most relevant to them. The contents of this document come straight from those closest to the topic. Attendees at the recent “Online PR” roundtable who have contributed to this document include: COI, Smart Interactive, Direct Line, Mantra PR, Blaupunkt, Hellomagazine.com, Immediate Future, LloydsTSB, Sony, Rodale, Citibank, O2. This document, along with roundtable output for numerous other topics and sectors, is available via the web site at http://www.e-consultancy.com/. Access to this content and other premium content is for subscribers only. If you have any questions on this document please e-mail info@e-consultancy.com or call +44 (0)20 7071 8612.
Sample Only – for full 15 page report go to http://www.e-consultancy.com/publications/online-pr/
Sample Only – for full 15 page report go to http://www.e-consultancy.com/publications/online-pr/
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Online PR – Roundtable Output, July 2004
5. Resources
For further reading and advice, try the following:
5.1 Guidelines and Best Practice Advice
E-consultancy‟s Online PR channel: http://www.e-consultancy.com/topic/online-pr/ Pitching to bloggers: http://www.prsa.org/_Publications/magazines/0802news1.asp What journalists hate: http://www.e-consultancy.com/knowledge/whitepapers/85526/what-journalists-hate.html How to win new work: a business development guide for agencies: http://www.e-consultancy.com/knowledge/whitepapers/86872/winning-new-work-a-businessdevelopment-guide-for-uk-new-media-agencies-consultants.html?keywords=%22online+pr%22 E-consultancy‟s guide to Search Engine Marketing, written by Mike Grehan http://www.e-consultancy.com/knowledge/whitepapers/83812/search-enginemarketing.html?keywords=%22press+release%22+search Linking Matters: How To Create An Effective Linking Strategy To Promote Your Website http://www.e-consultancy.com/knowledge/whitepapers/730/linking-matters-how-to-create-an-effectivelinking-strategy-to-promote-your-web-site.html?keywords=%22press+release%22+optimisation
5.2 Case Studies
Why Macromedia has a business blog: http://www.markme.com/jd/archives/005154.cfm Why Microsoft has a business blog: http://www.thenewpr.com/wiki/pmwiki.php/Main/HeathersAnswers KMT Software and Zone Labs case studies: www.sempo.org/articles/failure.php
5.3 Useful Articles and Tips
Make online PR work for you: http://www.entrepreneur.com/article/0,4621,299888,00.html Online PR basics: use the internet to create broader and more targeted communications: http://www.theallineed.com/ad-online-business-1/online-business-033.htm
5.4 Worthwhile Forums, Associations, Tools, Newsletters, Blogs
Steve Rubel‟s excellent blog on how participatory journalism and blogs are impacting on PR: http://steverubel.typepad.com/micropersuasion/ A blog about online PR: http://online-pr.blogspot.com/
Sample Only – for full 15 page report go to http://www.e-consultancy.com/publications/online-pr/
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Online PR – Roundtable Output, July 2004
Links to a range of PR and marketing blogs: http://www.online-pr.com/OnlinePR%20Public%20Relations%20and%20Marketing%20Blogs.htm A blog on current and future practice of corporate public relations: http://ringblog.typepad.com/corporatepr/ Marketingvox‟s online PR channel: http://www.marketingvox.com/discuss/pr/ Why should my business have a blog? http://www.e-consultancy.com/forum/101150-why-should-my-business-have-a-blog.html Corporate engagement by Trevor Cook http://trevorcook.typepad.com/weblog/ John Cass blogs about PR, marketing and the internet http://pr.typepad.com/pr_communications/ Blogs in business, marketing, public relations, and search engine optimization for successful entrepreneurs http://www.blogbusinessworld.blogspot.com A blog about PR from Sweden-based Hans Kullin http://www.kullin.net Mediatations – a blog on journalism and public relations by Philip Young http://publicsphere.typepad.com/mediations/ Angelo Fernando‟s blog on Marketing Communications, Media, and PR http://hoipolloi.typepad.com Technoflak: thoughts on pitching technology news stories to journalists and editors http://technoflak.blogspot.com B.L. Ochman‟s „What‟s Next‟ blog for online marketing and PR http://www.whatsnextblog.com/ Strategic Public Relations – a blog about how to focus your PR strategy http://prblog.typepad.com A Canadian blog about PR, marketing and corporate communications http://www.canuckflack.com Richard Bailey‟s blog about public relations, from Leeds Business School & Centre for Public Relations Studies http://prstudies.typepad.com/weblog PR Machine: an industry insider business blog resource for driving effective brand marketing communications http://prmachine.blogspot.com World of Spin: ramblings on public relations, creative lying and misleading truths http://worldofspin.blogspot.com Global PR blogweek http://www.globalprblogweek.com/
Sample Only – for full 15 page report go to http://www.e-consultancy.com/publications/online-pr/
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