This is a presentation that I gave to the press team of CIMA - Chartered Institute of Management Accountants. It covers some of the basics on online PR.

1. ONLINE COMMUNICATIONS OVERVIEW DIGITAL Waggener Edstrom Worldwide I Ged Carroll I 20 03 2009

2. WHO ON EARTH AM I?

3. OR AS MY GIRLFRIEND SEES ME

7. MICRO MEDIA

8. ONLINE PR

9. WHAT IS PR? "Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” - Edward Burnays "Public Relations is a set of management, supervisory, and technical functions that foster an organisation's ability to listen strategically to, appreciate, and respond to those persons whose mutually beneficial relationships with the organisation are necessary if it is to achieve its missions and values." - Robert L. Heath, Encyclopedia of Public Relations “ Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” - CIPR

10. WHAT IS PR? PART 2.0 PR in practice “ Public relations takes many forms in different organisations and comes under many titles, including public information, investor relations, public affairs, corporate communication, marketing or customer relations. Number 26 (out of 95 theses): “Public Relations does not relate to the public. Companies are deeply afraid of their markets.” - Cluetrain Manifesto “ To add to all the confusion, not all of these titles always relate accurately to public relations, but all of them cover at least part of what public relations is. At its best, public relations not only tells an organisation's story to its publics, it also helps to shape the organisation and the way it works. Through research, feedback communication and evaluation, the practitioner needs to find out the concerns and expectations of a company's publics and explain them to its management.” - CIPR

11. WHAT IS ONLINE PUBLIC RELATIONS? “ Communicating over the web and using new technology to effectively communicate with stakeholders” Source: CIPR website 2007 “ Maximising favourable mentions of the company, brands, products or websites on third-party sites” according to 60 per cent of in-house respondents to an Econsultancy survey

12. THERE ARE 3 CATEGORIES OF ONLINE PR Monitor/ Map/ Research Defensive Promotional Transparency Honesty Process Rapid response Flexibility Integration Underpinned by

17. SOCIAL NETWORKS

25. SOCIAL MEDIA DISCOVERY MATRIX Increasing complexity and granularity Baseline Search B2B B2C Global Google Yahoo! Site Explorer Google search-based keyword tool Google keyword tool Google Blog Search Quarkbase Icerocket Google video search Facebook search Quarkbase Twitter search Icerocket Flickr search UK Google Yahoo! Site Explorer Google search-based keyword tool Google keyword tool Britishblogs Quarkbase Google Blog Search Google video search Britishblogs Quarkbase Google Blog Search Facebook search Twitter search Google video search Flickr search Europe Google Yahoo! Site Explorer Google search-based keyword tool Google keyword tool Twingly Quarkbase Google Blog Search Google video search Twingly Microblog search Quarkbase Google blog search Google video search Flickr search

26. CRISIS MANAGEMENT

30. ALPO / PURINA PET FOOD RECALL CASE STUDY

31. ALPO / PURINA PET FOOD RECALL CASE STUDY

32. PRACTICAL

33. ANY QUESTIONS?

37. GED CARROLL Waggener Edstrom Tower House 10 Southampton Street London, WC2E 7AH, UK [email_address] +44 (0)20 7632 3800 www.waggeneredstrom.co.uk WAGGENER EDSTROM WORLDWIDE OFFICES Europe: Brussels . London . Munich . Paris Asia: Beijing . Hong Kong . Singapore North America: Austin . Boston . Dallas . New York . Portland . San Francisco . Seattle . Washington Dc

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