Post on 22-Nov-2014
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PR crises often start online
Managing Web2.0 or digital media issues is critical if you want to avoid a heritage media disaster.
Using social media to attack reputation
And digital media influences old mediaOriella PR Network Survey May/June 2010 - How Digital Media Has Changed News Gathering
770 journalists (2010) - 361 journalists (2009)
15 countries - US, West/East Europe, Russia, Brazil
Trends - audiences; ad revenues; content are all moving online
Journalists and the online trendsOver 50% believe their (trad) channel will fold
In Sweden, 1 in 6 has switched completely to online
44% agree number of print media will shrink dramatically
40% - new formats (blogs etc) creating new landscape
40% media now offer Twitter feeds
(How many corporates do the same?)
They need to produce digital content46% forced to produce ‘digital format’ content
30% are working longer hours
28% have less time to research stories
35.45% say new media has improved journalism
What exactly do they want from us?Video content - down from 35% to 27.5%
Audio podcasts - down from 19% to 15%
Social Media Newsrooms - near doubled to 17.45%
52% find stills photography useful
What this means for PR people…Overall hunger for content increasing; media is exploding, fragmenting
PRs/marketers have to work quicker
Traditional PR output is still essential
Provide ready-format materials to make journalist’s job easier
PRs must create content in multi-format modes
Go out of your way to help journalists AND
Go around ‘old media’ and deal direct with stakeholders (via social media)
Social media influences ‘old’ media88% (US) journos spend 20hrs/week online - +28%95%; search Google (and other search engines)89% look for story ideasSocMed journos; 85% on Linkedin; 55% Facebook77% rely on online newswires75% read blogs - +3%(Arketi Group 2009)
Managing issues, avoids crisesOver 80% of all PR disasters could have been avoided
Why weren’t they?
Lack of quality intelligence.
AND CORPORATE ALOOFNESS.
Manage reputation vigilantly & carefully
Scientology and reputation mgmtEach member is a PR fanatic - they zealously monitor and present the message
Meticulous notekeepers - debriefs, dossiers and profiles of every media contact
Media micro-management - they ‘assign’ PRs to pesky critics/publishers
Proof points - ‘evidence’, info, research, studies that over-inform the journalist
Detachment - skilled at distancing themselves from accusations/allegations
Discredit – any material that besmirches, taints any criticism of the group
Seige mentality - reputation is a war; no pacifists ever won a battle
Online Reputation Tip 1 – Get a policy
Tip 2 – Start to monitor effectively
Tip 3 - Don’t go public too early
Tip 4 - Populate Google ‘organic’
Understand the rules of engagement
Further help or information…