This document discusses the changing media landscape and the rise of digital PR. It notes that while traditional PR tactics like press releases are still applicable, skills need to be applied through new digital channels like social media. Digital PR provides an instant two-way conversation online and allows for targeted small audiences. The document outlines why businesses are adopting digital PR like social networks and provides tips on planning, strategy, tactics and evaluation for an effective digital PR approach.

1. Laura TallettCorixa Communications

2. Traditional media landscape changing Traditional channels – print, broadcast, online Press releases, features, articles, case studies The newsroom – pitching stories These all still apply…but the skills used to implement these tactical activities need to be used via new channels…. We have moved into an era where the two way conversation is vital The internet has provided a platform for instantaneous exchange and news

3. What is digital PR Another media platform and channel Same old game, on a different playing field – we need to apply our communications expertise online using social media marketing A two way street Small targeted audiences which deliver high returns

4. It’s growing fast

5. Why do digital? Everyone is doing it – the President, the FT, private sector advisory companies, the Government 32m people in the UK (65% of adult population) are online 76% use the internet everyday…. 19% of all advertising is now online £46.6bn was spent online in 2007 700,000 SMEs are using Twitter to save on marketing and recruitment costs 79% of small businesses shop online regularly It’s growing so fast and there are many channels……

6. Media and marketing trends 97% journalists source story information online 63% source all their press releases online Marketing managers – 2009 social media marketing report 23% have been doing digital for a few years 44% have been implementing digital for a few months 28% are just getting started and implementing campaigns 4% no experience 4% no experience but plan to 1% no experience and no plans to

7. Where does it fit? Digital – 1.1 conversation Brand experience – quality, engaged Editorial – OTS, value Direct, targeted approach - DM Traditional advertising – volume and transparency

8. Why is it important for businesses Two way conversation with your audience Business audiences increasingly using online forums and business networks Start ups/ consumers networking via online social networks Harder to infiltrate regional media A new vehicle for research and business insight Natural search engine optimisation tool Targeted audience campaign v mass marketing

9. The Corixa Digital offering Corporate website (multimedia) Blogs Social Book Marking Podcasts / Vodcasts Prosumer sites Social Networks User Generated Content sites Directories Directories

10. Who is online? Digital native Has grown up in the digital age Don’t read newspapers & rarely read magazines Respond to audio & visual stimulation 24/7 generation – want to be mobile Share information, opinions and recommendations rather than depend on media Selfish in consumption, spoilt by choice Digital immigrant Grew up before the digital age, but uses digital in their everyday life (anyone over the age of 28!) Operate in the digital world in distinctly pre-digital ways, eg. tend to print documents rather than comment on screen Have adapted to technology but still have one foot in the pre-digital world Can’t media multi-task like natives can Still refer to traditional media as well as digital

11. The terminology…..what does it mean in PR? Blog – a weblog maintained by individual / business/ organisation to encourage interaction and discussion between people Podcast/ vodcast – downloadable multimedia files – itunes, You tube Webcasts – live interview, statement Social media – blogging, social networking, virtual worlds, user generated sites

12. Planning and getting started Analyse and set realistic and informed objectives Segment the target audience(s) Be realistic – numbers are not as high as print/ broadcast, but highly targeted Remember one size does not fit all – think about your audiences Build a theme, create a message platform Allocate sufficient resources Deploy tactics Give it time – it is time intensive and may take some time to deliver results You need to continually feed your online tools Evaluate results

14. Buzz / chatter

15. Stickiness

16. Interaction

18. Make recommendation

19. Download info

20. Build loyalty

22. The Golden rules Influence and not control Engage and be part of the conversation Be who you are – no pretence A two way street Commit to work and deliver Be prepared to let go Know when to shut down

23. Comms approach Proactive Delivering news to your audience / customers/ influencers RSS distribution and Search engine optimisation Proactive tactics – blogging, webcast. Chat rooms, twitter Defensive/ reactive Monitoring campaign Internet allows the power of word of mouth to damage/ challenge a brand’s reputation Defensive tactics – monitoring newsrooms and blogs, virtual press office

24. The blog development tool

25. Example – small biz blog

26. Step two – the full network

27. Evaluation – measuring success This is all very well – but how do we measure success? Blog traffic (Technorati, Ice Rocket, Blogpulse, Webfetch) Hits to website / registrations Search engine positioning Word of mouth Savings on customer insights/ research