week 2 the game has changed
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DIGITAL PR (PRAD 391)
The Game Has Changed
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How did you get your client or organization noticed before the Web and social media?
1. Buy advertising space 2. Earn media coverage
(through media relations/publicity)
3. Interpersonal communication (one-on-one or small group interactions – think a salesperson)
4. Organizational communication (direct mail, flyers, brochures, newsletters, annual reports, etc.)
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Digital technologies and the Web help put the “public” back in public relations
Through digital platforms such as the Web (social networking sites, e-mail, blogs, online video, websites), we can now communicate directly with our publics. Thanks to the emergence of the Web, there is no longer a
“wall” between the organization and its publics Big Benefits: Lower cost generally than advertising and
the potential for much larger reach than traditional interpersonal or organizational communication tactics available
In the “old days” how would a PR professional communicate directly with her publics?
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“Old School” vs. “New School” to communicate directly with one’s publics
Old School Tactics New School Tactics
Newsletter or letters E-mail/e-newsletters
Flyer /Brochure Website and blog posts
Reports Web video (YouTube, etc.)
Host an event Facebook news feed/wall
Give a speech/presentation
Tweets
Position papers/reports Mobile apps/alertsImportant: The rise of “new school” digital PR tactical options does not represent the end of “old school” tactics; they still very much have their time and place. This class of course will be focusing on digital PR options.
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Working through the media used to be the only game in town for PR, but this is
changing
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Some brands now have audience reach that matches or exceeds the largest traditional
media outlets
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In the old days, how would we conduct research during, before, or after a PR
campaign?
Old Days:
Conduct focus groups
Conduct in-depth interviews
Surveys (telephone or in-person)
Content analyses of media clips
Secondary data (reports, etc.)
Informal research (customer feedback, employee comments, etc.)
Today:
Track search query/interest data (Google Trends/Insights)
Track website traffic (Omniture, Webtrends, Google Analytics)
Track conversations on Twitter, Facebook and other social networks
Monitor email comments, post to blogs, brand communities, etc.
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Bottom-line: The Social web impacts all stages of the public relations campaign
process