DIGITAL PUBLIC

RELATIONSAND

CODE OF ETHICS IN

PR

MEMBERS:

RAHIL

KAVITA

JENNIFER

INTRODUCTION TO

DIGITAL PUBLIC

RELATION

HISTORY:

• Marketing has been around for a very long time. As long as people have owned businesses, they have also had a need to spread the word about their product or service. In older days, word-of-mouth was the only method by which to advertise and it is still the most reliable form by which to learn about the quality of a company's wares. When newspapers were distributed, local companies would buy ad space within the pages because they knew that it was really the only source for new information. Digital marketing , though, has become the preferred method in modern times because it utilizes mass media devices like television, radio, and the Internet.

INTERNET MARKETING:•When it comes to digital marketing on the Internet, there are two basic kinds:

1. PULL marketing:  involves a user choosing the kind of information they want. Most often, this is done by search engine whereas the user types in the information they seek and they receive both the information as well as other relevant and related content. This is very easy on the easy as it is simple and quick. It is not, however, efficient, as it is the marketer's responsibility to ensure the information reaches the user.

2. PUSH marketing: involves a relationship between the marketer and the user, usually through a communication means like E-mail, SMS, or RSS. It is fast and more concentrated, but can cost more and is harder to discover outside of direct communication.

PUBLIC RELATION (PR):Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication.

DEFINITION:• Ivy Lee and Edward Louis Bernays established the first

definition of public relations in the early 1900s as:

"a management function, which tabulates public attitudes, defines the policies, procedures, and interests of an organization... followed by executing a program of action to earn public understanding and acceptance.”• The Public Relations Society of America (PRSA) defined

public relations in 1982 as:

"Public relations helps an organization and its publics adapt mutually to each other.”• In 2011 and 2012, the PRSA developed a crowd-sourced

definition:

"Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."

FIVE WAYS TO PITCH DIGITAL PR TO A

RELUCTANT CLIENT:

1.DO AN INDUCTION MEETING2.COMPARE WITH TRADITIONAL PR3.INDICATE SIZE BY NUMBERS4.MANAGE EXPECTATIONS5.DISCUSS THE TOOLS

9 IMPORTANT TOOLS OF DIGITAL PR:

1. Search Engine Optimization2. Social Media3. Digital Assets4. News sites & Blogging5. Search and Social Media Monitoring6. Online pr7. Crisis pr8. Monitoring Brand Reputation with Social

Media9. SEO, MEASUREMENT AND MONITORING

SEO AND DIGITAL PR:

• Search Engine Optimization (SEO).• SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query. SEO thus helps you get traffic from search engines.• Digital PR and SEO should be working with the same messaging.• Bloggers, news sites and social media sites can all be a rich source of links.• Online metrics and monitoring enable you to control any digital PR campaign• Online media , monitoring needs to be looking at news sites, blogs forums and networking sites if it is to be used for effective reputation management

CODE OF

ETHICS IN PR

ETHICS AND PR:• There has been a lot of talk recently about corporate ethics. But what about the ethics of the public relations industry? What should a professional do, or refuse to do?• In many companies, the greatest ethical pressure on public relations professionals comes from management misunderstanding of the role of public relations. If you believe it exists to present the company in the best possible light at all times, then deception and media manipulation are going to be pretty necessary parts of the public relations tool-bag.• But if you believe our task is to create and build positive, productive relationships, the game changes. Any worthwhile relationship is founded on trust. And in any relationship, if you habitually lie, mislead, cover up or manipulate, the relationship is a dead bird.

• So what should our standards be? What should we do and not do? Here are a few from my personal list:

We don't lie. We don't withhold facts if we know that by withholding

them we actually mislead. We don't buy favours. If a media trip is primarily a

"jolly" for the journalists, rather than a chance to see and learn, then that is buying favours. And we don't.

We don't abdicate responsibility. We are not just messengers in fancy suits. We are responsible for the information we provide.

"Well, that's what I was told" isn't good enough. If we have reason to doubt the facts, we check and check again.

We don't make promises. And when we do make them, we keep them. And if we don't keep them, we admit the fact and put the record straight. And if we can't be straight, we quit public relations and start selling Time Share.

Prsi:

PRSI: Public Relation Society of India:

• Evolution• Aim• Mission• Code of ethics• Shall endeavor • Shall undertake• Shall refrain from

Prsa:

Public relation society of america :• Advancing the profession• Strengthening the society• Establishing global leadership• Code of ethics• Advocacy• Honesty• Expertise• Independence• Loyalty• fairness

Code of professional standards for the practice of pr:

• Public interest

• Honesty and integrity

• Deal fairly

• Accuracy and truth

• False or misleading

• Corruption

• Identification of client/ employer publicly

• Undisclosed interest

• Not guarantee the achievement

• Not represent conflicting

• Personal interest is. May be conflict

• Not accept fees, commissions, gifts or any other consideration

• Confidences and privacy rights

• Damage the professional reputation

• Enforcement of this code is obligated to appear

THANK YOU