being digital the future of pr daryl willcox october 2009

Being Digitalthe Future of PR

Daryl WillcoxChairman

Daryl Willcox Publishing

Important?

More important?

Why digital?

Your stakeholders are online The media is in transformation You can learn from online communities PR is ideally suited to this role

Trad media is slipping

What is happening to media?

Fickle audiences – going online Falling print readerships Falling ad revenues Media fragmentation Journalists behaviour changing

What this means for PR

Shift focus to online High speed – goodbye 'news cycle' Direct to stakeholder engagement Understand SEO and analytics Threat from other disciplines Educate your chief exec

How?

Play with social media – best way to learn Identify target audience Find them online (search) Listen (very important) Engage (with transparency) Get press releases online Deliver variety of content

http://pipes.yahoo.com/pipes/pipe.info?_id=CJIfk9AC3hGCzbLYrbQIDg

Monitor

Resources

• Six Tips

– www.dwpubsporadic.com/online-pr.html

• Online PR whitepaper

– www.dwpub.com/whitepapers

• Book: Online PR

– sn.im/onlinepr

• Book: New Rules of Marketing and PR

– sn.im/newrulesbook

Twitter fun(this is where we use social media live to bring expertise into this presentation)

Thanks for your time

See you on Twitter@darylwillcox

This presentation can be found at:www.slideshare.net/darylwillcox/online-pr-1658047