copyright © 2001, prentice hall, inc. chapter 13
TRANSCRIPT
2Copyright ©2001 Prentice Hall, Inc.
Consider these Consider these NETNET facts: facts:In 1999:In 1999: The Internet economy grew 68 percent.The Internet economy grew 68 percent. One-half TRILLION $$$ spent on the Net.One-half TRILLION $$$ spent on the Net. Americans spent $20 BILLION retail.Americans spent $20 BILLION retail.
By 2001:By 2001: U.S. trade will top $251 BILLION.U.S. trade will top $251 BILLION. Eleven MILLION households will make their Eleven MILLION households will make their
first online purchase.first online purchase. Retail shopping will top $100 BILLION.Retail shopping will top $100 BILLION.
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Public Relation’s Net UsePublic Relation’s Net Use will increase because…will increase because…
……consumers consumers want to be want to be educated not educated not just “sold”just “sold”
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……communicators communicators can respond can respond instantly to instantly to emerging issues and emerging issues and market changes.market changes.
Public Relation’s Net UsePublic Relation’s Net Use will increase because…will increase because…
5Copyright ©2001 Prentice Hall, Inc.
……the Internet allows the Internet allows ““narrowcastingnarrowcasting.” .”
Public Relation’s Net UsePublic Relation’s Net Use will increase because…will increase because…
Customizing messages to
targeted audiences
Customizing messages to
targeted audiences
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I.I. EmailEmail
II.II. Web SitesWeb Sites
III.III. Online Media RelationsOnline Media Relations
IV.IV. Online MonitoringOnline Monitoring
V.V. Product PromotionProduct Promotion
VI.VI. Investor RelationsInvestor Relations
Public Relations’ ProminencePublic Relations’ Prominence in Cyberspace includes:in Cyberspace includes:
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I.I. EmailEmail
Public Relations’ ProminencePublic Relations’ Prominence
For external use, be sure to:For external use, be sure to:
Restrict your message to one Restrict your message to one screenscreen
Link content to other materialLink content to other material Disseminate messages Disseminate messages
regularlyregularly Encourage feedbackEncourage feedback
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II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
a.a. Designing a Web PageDesigning a Web Page
What is my specific goal?
Ask yourself:Ask yourself:
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II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
a.a. Designing a Web PageDesigning a Web Page
Ask yourself:Ask yourself:
Will I be ultimately responsible?
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II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
a.a. Designing a Web PageDesigning a Web Page
Ask yourself:Ask yourself:
What content should I include?
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II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
a.a. Designing a Web PageDesigning a Web Page
Ask yourself:Ask yourself:
How often will I edit content?
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II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
a.a. Designing a Web PageDesigning a Web Page
Ask yourself:Ask yourself:
How interactive will it be?
13Copyright ©2001 Prentice Hall, Inc.
II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
a.a. Designing a Web PageDesigning a Web Page
Ask yourself:Ask yourself:
How will I enhance its design?
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II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
b.b. Managing the Web SiteManaging the Web Site
All links should work.
Make contact information available.
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II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
b.b. Managing the Web SiteManaging the Web Site
Place most important information on the left.Use standard color schemes.
16Copyright ©2001 Prentice Hall, Inc.
II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
b.b. Managing the Web SiteManaging the Web Site
Make the site easy to use.
Make sure the site fits your purpose(s).
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II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
c.c. Does Your Web Site Follow:Does Your Web Site Follow:
ThePresence
Model
TheInformational
Model
TheE-Commerce
Model
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ThePresence
Model
Designed to establish a presence on the Web
A promotional tool
II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
c.c. Does Your Web Site Follow:Does Your Web Site Follow:
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TheInformational
Model
Designed to provide comprehensive organizational material
II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
c.c. Does Your Web Site Follow:Does Your Web Site Follow:
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TheE-Commerce
Model
Designed to establish sales
II.II. Web SitesWeb Sites
Public Relations’ ProminencePublic Relations’ Prominence
c.c. Does Your Web Site Follow:Does Your Web Site Follow:
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III.III. Online Media RelationsOnline Media Relations
Public Relations’ ProminencePublic Relations’ Prominence
What are the What are the advantagesadvantages of a digital of a digital press kit?press kit?
What products do you think What products do you think couldn’tcouldn’t be launched over the Net?be launched over the Net?
What possible What possible disadvantagesdisadvantages arise arise from interviewing over the Net?from interviewing over the Net?
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III.III. Online Media RelationsOnline Media Relations
Public Relations’ ProminencePublic Relations’ Prominence
News ReleasesNews Releases
Executive SpeechesExecutive Speeches
Annual/Quarterly Annual/Quarterly ReportsReports
Annual MeetingsAnnual Meetings
The Web Site Newsroom includes:
InterviewsInterviews
Photographs, Photographs, Profiles, Ad CopyProfiles, Ad Copy
Digital Press KitsDigital Press Kits
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QUICK QUIZQUICK QUIZ
What are three types of …What are three types of …
??GeneralWires
GeneralWires
FinancialWires
FinancialWires
PaidWiresPaid
Wires
AssociatedAssociatedPressPress
Dow Jones, Dow Jones, Reuters, Reuters,
Bloomberg, Bloomberg, Bridge NewsBridge News
PR Newswire, PR Newswire, Business WireBusiness Wire
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Let’s DiscussLet’s Discuss
Permits immediate Permits immediate communications, without a communications, without a journalistic intermediaryjournalistic intermediary
Allows for targeting audiences Allows for targeting audiences (narrowcasters)(narrowcasters)
Has proliferated because of online Has proliferated because of online magazines (ezines)magazines (ezines)
25Copyright ©2001 Prentice Hall, Inc.
IV.IV. Online MonitoringOnline Monitoring
Public Relations’ ProminencePublic Relations’ Prominence
Discussion GroupsDiscussion Groups Chat RoomsChat Rooms Rogue Web SitesRogue Web Sites
Urban LegendsUrban Legends RumorsRumors ““The Thread”The Thread” ““Whisper Campaigns”Whisper Campaigns”
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V.V. Product PromotionProduct Promotion
Public Relations’ ProminencePublic Relations’ Prominence
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VI.VI. Investor RelationsInvestor Relations
Public Relations’ ProminencePublic Relations’ Prominence
The Net provides:The Net provides:
Controlled mediumControlled medium
““Real-time” informationReal-time” information
Equal opportunities for Equal opportunities for all investorsall investors
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VI.VI. Investor RelationsInvestor Relations
Public Relations’ ProminencePublic Relations’ Prominence
E-reports are more easily integrated with other communications.
E-reports are durable.
E-reports are less static than print reports.
29Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZQUICK QUIZ
What areWhat are INTRANETSINTRANETS?? Intellectual vehicles that integrate Intellectual vehicles that integrate
communication with workflow, process communication with workflow, process management, and infrastructuremanagement, and infrastructure
Internets for specific organizationsInternets for specific organizations
What do What do INTRANETSINTRANETS do? do?
Allow communicators, management, and Allow communicators, management, and employees to exchange information quickly employees to exchange information quickly and effectivelyand effectively
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QUICK QUIZQUICK QUIZ
What areWhat are EXTRANETSEXTRANETS??
Vehicles a company Vehicles a company
uses to communicate uses to communicate
information to information to
targeted external targeted external
groupsgroups
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QUICK QUIZQUICK QUIZ
What areWhat are CD-ROMSCD-ROMS??
CCDD--RROOMM
CCompactompactDDiskisk--RReadeadOOnlynlyMMemoryemory
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QUICK QUIZQUICK QUIZ
What areWhat are CD-ROMSCD-ROMS??
Information can Information can be read only, not be read only, not changedchanged
Great storage Great storage capacitycapacity
InteractiveInteractive
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““Value Proposition”Value Proposition” The PointThe Point
““Dirt World”Dirt World” Bricks & Mortar BusinessBricks & Mortar Business
““Internet Space”Internet Space” BusinessBusiness
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Peculiarities of Writing for the NetPeculiarities of Writing for the Net
Readers must be able to read text Readers must be able to read text quickly and easily.quickly and easily.
Text must engage the reader and not be Text must engage the reader and not be cold or impersonal.cold or impersonal.
News items must News items must be brief and be brief and concise.concise.