Online PR Rules, Benefits & Channels

ONLINE COMMUNICATION IV

ONLINE PUBLIC RELATIONS, ONLINE PR RULES, BENEFITS,
ONLINE PR CHANNELS, PR vs ONLINE PR,
ONLINE PRESS RELEASES, ONLINE EVENTS

Dr. CEM ÇINLAR
03.12.2012

Online Communication 4 1

Content

PR vs Online PR
Online Press Releases
Online PR & Events
PR Terms
Online Communication 4 Cem Cinlar 2

PR vs Online PR


PR Online PR
Ethics code of press Netiquette
Press releases Optimized press releases
One 2 Many One 2 One / One 2 Many
Media tactics Channel tactics
Old paradigms New paradigms
One way Two way
Long term Short term
Spread Faster spread
Hard to create synergy Easy to create synergy
Press monitoring Internet monitoring
Directing Interactivity
Not constant Constant
Limited area Limitless area
Temporary Permanent
Inorganic Organic & Viral

Differences – Online PR & PR

- The audience is connected to organisations
- The members of the audience are connected to eachother
- The audience has access to other information
- Audiences pull information (inbound marketing)
- Less control
- More options to create own story
- Need for faster response
- Easier to monitor



- Written statement to the media
- Announce
- Generating a story
- Fundamental tool of PR



Headline
- Brief, clear and to the point
- Write your headline at the end
- Check your writing
- Grabber to attract journalists or readers
- Describe the latest
- Headlines written in bold and larger font size


Headline
- Use the present tense
- Exclude "a" and "the’’
- First word capitalized
- Create a more graphically attractive look and feel
- Do not capitalize every word
- Extract the most important keywords


Body
- Start with the date and city
- Grab with first sentence
- The next two sentences should then expand
- Body should be compact
- Use short sentences and paragraphs
- Avoid repetition and overuse


Body
- Avoid jargon
- No wasted words
- The first paragraph (two to three sentences) should sum up
- Additional content must elaborate
- Actual facts clarifications



Body
- 5Ws & H
- Who, What, When, Where, Why & How



Body
- Basics defined
- Clear
- Short and to the point (complete in the first page)
- Newsworthy
- Intertitles



Company Info
- Information of the company & links (2. page - The title–About
XYZ_COMPANY)
- Describe your company (4 or 5 lines - brochures, presentations)
- Core business and the business policy
- Your website & social media (linked)
- Information & press kits & others (linked)



Other Info
- Add contact
- Key person
- Department
- Agency



- Signal the end of the press release
- Customised visuals, video or audio
- Tone of voice


Online Press Release Tips

- The company name in the headline
- "Immediate Release" Or "Embargoed Until..."
- Timing
- Fresh
- Relevant
- Follow-up call for full story



- Call to action
- Headline at the end
- No compress or zip
- No giant type and multiple colors
- Put the release in the body (not as an attachment)
- If requires, ‘rtx’ or ‘.doc’ is better than ‘.docx’
- Use PDF files with full media kit & lots of graphics



- Use headline as the subject line of the email
- Craft each release to target a specific media
- Specific reporter
- No specialized technical terms
- If requires define it.


Press Relations

Remember these

Journalists don't have time to research
Focus their writeup


Warnings

Do not advertise
Always include a quote
Be positive


Remember that

One way or another
everybody is connected!
Serial Experiments Lain


Online PR & Events


Online PR & Events

- Generating free media coverage
- Decide on the type of event
- Set a suitable date
- Make a list of all that needs arranging
- Start promoting the event

http://bit.ly/VmWkIK

Online PR & Events

Blogger
- Get to know your target
- Engage them
- Build a relationship
- Make it relevant
- Tailor made
- Transparency


PR Terms


PR Terms

- ACE (Advertising Cost Equivalent)
How much would this editorial piece cost if it had
been paid-for advertising? ACE or advertising cost
equivalent is the industry standard and gives PR a
monetary

http://bit.ly/UyLEEF

PR Terms

- ACE PR Value
Unlike paid-for advertising, unpaid-for editorial is
thought to be of higher value. The PR industry
considers ACE PR value to be approximately 2.5
times greater than that achieved by advertising.


PR Terms

- Advertorial
Advertorial is a paid-for feature that has the 'look
and feel' of an editorial. Some publications may
write the copy, others may let you write it yourself.
The article will have the words 'promotion' or
'advertorial' at the top of the page.


PR Terms

- Attitude Research
Attitude research measures and interprets the
feelings, beliefs and opinions the public have
towards your client or product. Will hopefully
improve by the end of a PR campaign.


PR Terms

- Behavioural Objective
The behavioural objective is how you want the
public to behave at the end of a public relations
campaign. i.e. think more favourably towards
your company, buy more of your products.


PR Terms

- Collateral PR
The effect of gaining good PR on the back of
someone else’s coverage is known as collateral
PR. This can happen when your product or
service is compared favourably to a competitor’s
in an editorial.


PR Terms

- Competitor Analysis
Competitor analysis is the measure of the success
of your company's PR strategy in relation to your
competitors’ - using a number of different
measures.


PR Terms

- Content Analysis
An informal measurement tool that tracks
messages – written, spoken or broadcast and
coverts them into a measurable form.


PR Terms

- Core Message
More fundamental than a key message, core
messages are positioning words and phrases.
Press releases will also contain the core message.


PR Terms

- Cost-Effectiveness
How cost-effective was your PR campaign? i.e.
what was the overall cost compared to the
results. Or what was the ratio in changes of costs
to the change in effects.


PR Terms

- CPT [Cost per Thousand (Or CPM, the 'M' being the Roman numeral for 1,000)]

CPT is a measure of value and describes the cost
of 1,000 impressions. For example, a PR campaign
that achieves 750,000 impressions, with a
£150,000 ACE value has a CPT of £5 (750,000
divided by £150,000).


PR Terms

- CPT [Cost per Thousand (Or CPM, the 'M' being the Roman numeral for 1,000)]

CPT is a measure of value and describes the cost
of 1,000 impressions. For example, a PR campaign
that achieves 750,000 impressions, with a
£150,000 ACE value has a CPT of £5 (750,000 divided by
£150,000).


PR Terms

- Crisis Management
Crisis management refers to the handling of
extraordinary events that best reflect a
company’s view whilst still retaining a
relationship with the media.


PR Terms

- Impressions/Impacts
Impressions are the number of times a marketing
message is seen x the number of people who see
it. 10 people seeing a message 10 times = 100
impressions. 1 person seeing a message 100
times also equals 100 impressions.


PR Terms

- Keywords
Keywords are the specific words or phrases, often
lifted from a press release, which feature in the
editorial. It is needed for monitoring and
measurement.


PR Terms

- Mention Prominence
Mention prominence is typically measured as
how many times you were mentioned as a
percentage of the article; whether you were
above the fold; in the headline or just mentioned.


PR Terms

- OTS Opportunity To See (OTH – Opportunity To Hear)

A calculation determining the number of times
someone is likely to see a marketing message is
known as OTS.


PR Terms

- Outcomes
A measurable change in opinion, attitude,
awareness or knowledge following a public
relations campaign.


PR Terms

- Press Release
A statement issued to the media to either
describe a product or service, or to state a
position on an issue. Hopefully, the media will
produce it as their own editorial either wholly or
in part. A press release is often accompanied by
graphics or photos.


PR Terms

- Proactive PR/Reactive PR
Editorial that appears as a direct result of PR
input is proactive PR. As opposed to reactive PR
where the editorial has appeared as a result of
the publication's initiative.


PR Terms

- Public
A group of people which contain the target
audience for the PR campaign are known as the
public.


PR Terms

- Public Relations Effectiveness
The success or effectiveness of your PR campaign
is measured by the degree to which the outcome
is in line with your campaign goals.


PR Terms

- Qualitative Analysis
Qualitative analysis is collecting and analysing
data regarding what people do, say, and think
about your product, service or company. For
example, what’s their opinion of your product?
What’s their attitude towards your company?


PR Terms

- Quantitative Analysis
Quantitative analysis refers to actual
measurements. How many times was your
company mentioned in an editorial? How many
column inches did you get? How many people in
your target market read the article?


PR Terms

- Reach
The reach of a campaign is the total number of
people within your target audience that may see
your message. Sometimes referred to as
coverage. Most often expressed as a percentage
and the actual number together. For example,
‘this campaign will reach 10.71% of my target
audience which equals 258,000 people’.

PR Terms

- Reputation
The public’s or target audience’s perception of a
product or service in terms of credibility,
trustworthiness or image.


PR Terms

- ROI – Return On Investment
Return on investment is a measure of budget
spent to achieve an objective, versus the income
generated through the activity. In other words
how much has did it cost us to get this amount of
coverage or sales?’.


PR Terms

- Sector Analysis
An overall measure of an industry sector's media
coverage is known as sector analysis. For instance
in retail, ‘What is the retail sector achieving and
how do we measure up against the sector's
performance?’.


PR Terms

- Share of Shout
If a number of companies are featured in an
article, the share of shout refers to which
company dominates the page or is featured more
heavily.


PR Terms

- SOV - Share Of Voice
A measurement of the total radio and TV
coverage regarding a certain product or company
to determine the number of opportunities to see
(OTS) or opportunities to hear (OTH).


PR Terms

- Situation Analysis

A third party assessment of the PR issues or
opportunities that a company may be facing at
any given time.


PR Terms

- Snapshot Document
A snapshot document combines an executive
summary and best of press. It may also include
press releases and a short overview.


PR Terms

- Syndicated Articles
The same article published across a series is
known as a syndicated article. The copy and
layout can sometimes change within the series


PR Terms

- Target Audience
The group of people you are trying to reach with
your message are known as the target audience.
They can be defined by socio-economic groups or
other specified criteria. Also referred to as 'target
market'.


PR Terms

- Target Publications
Newspapers and magazines whose readership
profile best matches a company's target audience
are known as target publications.


PR Terms

- Throughputs
All the creative and production elements (writing,
editing and printing) for producing a publication.


PR Terms

- Tonal Bias
Tonal bias denotes whether an article has a
positive, neutral/balanced or negative slant.


PR Terms

- Tone of Media
Tone of media is an analysis tool that accurately
reflects the mood of the press, by any number of
core messages and subjects, plus other criteria
such as the publication and journalist.


PR Terms

- Tone of Media

Trend AnalysisTrend analysis is the when the
coverage of a product or topic is examined over a
period of time (often the length of a PR campaign) to see how
what changes there are in opinion or attitude
towards it.


Thank you
Please kindly find the presentation @

www.slideshare.net/cemcinlar
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