Future PR

What we are going to talk about•Its time to look at what is changing•The things that organisations should be

doing.•What they will be doing in the next two

years•Working out our role as people in PR

The changes• The time for experimenting is past• Now need structured approach to online

management• We need a process that we can recommend

to clients• Ensure that all the major issues have been

covered• Get to creating great campaigns without

worrying if all the important things have been done

The end of the experiment

•In the last lecture we saw how important online had become

•Now we need to look at traditional practice▫In media relations▫In corporate affairs▫In democracy management and public

affairs▫In voluntary service PR

The numbers

•426.9m Europeans use the internet (65%),•Spend 14.8 hours online each week•One third (37%) of Europeans access the internet using more than one device•Traditional media activities are rapidly moving online with more than 9 in 10 European internet users visiting news websites•Europeans are using the web and watching TV simultaneously to complement their viewing experience•The internet has become an essential way for brands to engage with consumers with 4 in 10 European internet users agreeing that the way a brand communicates online is important•96% of European internet users research online for purchases and •87% shop online

•91% of internet users read news online (388.5m) •men are more likely to be consumers of news online than women (93% vs. 89%) • 35-54 year olds are the most likely to read news online - at 93%•73% of internet users watch TV online (311.6m) •16-24 year olds are the most likely to watch TV online - at 83% •closely followed by 35-44 year olds (81%)•67% of internet users listen to the radio online (286.0m) •this increases to 81% of 16-24s •men are more likely than women to listen to the radio online (68% vs. 66%)

Media Relations• The

internet has become the second preferred choice for news consumption after television

• TV is doing fine – for now▫ The range of devices that video is

available on is growing▫ The range of services and ‘TV channels’

is huge.▫ Traditional TV has challengers

Radio

•Is doing well. Local is keeping its position.•But... Is this a newspaper or radio station?

Print

An interactive magazine?

In some countries its grim in others strange

 "Germany is leading a growing European movement to let newspaper publishers charge internet search engines for displaying links to their articles – a move market-leader Google warns could cause an internet news blackout.

What has to be the PR response?• Traditional content is also published online• The traditional media is fighting a rear-guard action• There are alternatives to the old model in every case –

the tipping point is getting very close.• If linking to newspaper content by Google is prohibited,

the media relations part of the PR industry will need a new model very fast because the reach of print alone is far too small for the investment needed to get coverage.

• It is possible for the PR industry to create its own hybrid media concoction – we will look further into this.

• The bottom line – the traditional media relations model is broken and we need a new one.

Corporate affairs• Once this covered financial and inter institutional

communication (with a little sponsorship thrown in for good measure).

• Today, corporate reputation (that is the brand value or corporate values) is at the centre of corporate affairs.

• Issues such as corporate values management, reputation management, application of corporate ethics, corporate transparency management and the nature of internet transparency and porosity are core practices.

• The impact of the internet has been profound.

The watchers• The nature of internet Transparency,

porosity and agency means organisations and their leaders are exposed.

• In addition there are online organisations that specialise in corporate watching.

• So too does the media • There are also whistleblowers and big

whistle blower support agents.• These are largely internet driven agencies.• They will become even more significant

and a lot more will be driven by big data analysis and semantic web analysis capabilities

The effects on countries, companies and people

• To be effective in the market place, organisations need a sound corporate as well as brand reputation.

• Corporate citizenship is now critical to the engagement of employees, suppliers and institutional allies as much as for consumers.

• All areas of corporate activity are exposed (even the taxes paid and where) because of the capability to use freedom of information and the internet in concert.

• Even when the internet is wrong, some institutions (this month the BBC) believe everything they read on Twitter and get caught out. But sometimes they don’t. So companies must be ready – and brave.

What has to be the PR response?• PR has to understated how to discover and

manage the value of reputational and brand values.

• It has to be able to make the case to the dominant coalition and invest in both protection as well as promotion.

• Progressively, the PR industry has to learn to manage issues and crisis. Practitioners have to read the chapter in Online Public Relations and then implement it.

• Monitoring has to be mush more aggressive and competent.

In Public Affairs• Political leaders are beginning to

understand the nature of the internet.• They are using Big Data decision

making tools.• Old fashioned briefing is just too slow. • High-frequency trading (HFT) is only

one symptom. • The ordinary citizen has detailed, real

time briefing.• Government ‘transparency’ is a

labyrinth. So its great for the manipulator of Big Data.

How PR has to respond

•The ‘old chums’ act is not good enough. It has to be supported by fast, detailed and readily available data.

•There have to be rules •The transparency of the internet means

that the public is both well informed and critical and online.

•The ‘magic circle’ politics is not possible any more.

In every area of PR

•There is both threat and change•Much of PR has a limited future because

Big Data and semantic analysis have usurped the traditional role.

•Practitioners have to challenge every form of practice to see if it can survive or asses what is changed.

Some simple rules

•A change of pace•A change of focus•Looking at the building blocks of modern

online PR.

Basic Hygiene • Audit sites and passwords and review for opportunities

▫ List all the client web sites▫ List al the client social media presence▫ Look for any other online properties ▫ List all the people who tweet and blog and do stuff online

for the company▫ Here are some tools http://goo.gl/EnOEJ

• Look for all the people who add content about the company and make a list with comments.

• Set up alerts to monitor (newsrokit.com)• Be sure you have experts legal and security people to

hand.• A big audit is big

The Seven Steps• 1. Have you got hygiene - the basics before you get too far in.

• 2. Defense is the best form of attack - making sure your brand can't be hijacked

• 3. Be valued for your values - and making sure you are loved for yourbrand and corporate values

• 4. Watching you watching me - monitor, measure, evaluate and be able to share4. Developing cool objectives - to create the right form of heat.

• 5. What strategies work for you - some things you may want to do andsome you had not thought about

• 6. Spreading tactical crumbs - and capture your share of the £10billion internet bonanza

• 7. Looking under the bonnet of what's new - is it bird, is it a planeand does it fly

Defence• Register everything.

▫ Client need to register their name and brand across all social media sites (Wordpress & Blogger etc).

▫ You need to cover the major names/brands▫ Need to keep access details and passwords▫ Need to keep them very secret!!!!▫ Don’t forget to register domain names

• Add the links▫ In every social media location you need to describe the

company/brand/person (e.g. CEO) and link back to the site/page that sells. Also cross link. Its good for SEO

• For the most part keep dark▫ Add occasional stuff or automate (Friendfeed,

http://feedity.com, http://www.feedblitz.com,

Values are key•What are your corporate/brand values•You need these for

▫Tags, ▫meta tags, ▫SEO, ▫Copy , photo and design briefs▫To inform social media content

•Use values analysis ▫To check your constituencies are contributing

to reputation and not letting it drift.

Monitor, Measure & Evaluate• Not at the end of the campaign but all the time.• Use Monitoring to see how well your values are doing

and where▫ Develop your ‘story’ (get the keywords – the shared values

from Google)▫ Create your target media (not just the ‘press’)▫ Identify ambassadors

• Use monitoring to identify opportunities to▫ Monitoring coverage (yours/competitors)▫ Monitoring the media most valuable to your constituencies▫ Listen to the conversation▫ Look at all of your constituencies▫ Look for knowledge an enthusiasm

Objectives

• Do not use words like ‘tell’, ‘inform’, ‘drive’ (its the wrong mindset)

• Be ambitious• Be as precise as possible (woolly is for sheep)

From Objectives to Strategies

•Need for strategies to be articulated:▫Monitoring and evaluation strategies (not

how, but what – online ‘how’ changes fast)▫Security▫Internal information and engagement▫Value chain/publics information/engagement▫Values and messages now, future and

migration path▫Who converses with whom, when and where▫Issues escalation policies

Tactics• Yes... Yes.... Yes... We have all heard about Facebook and Twitter.• Thinking about platforms and channels

▫ Platforms - laptop, PC, mobile phone, digital TV, Games▫ Channels – from usenet to Xbox Kinect

• Lots of others▫ Mobile (and mobile apps)▫ Browsers▫ Video▫ Podcasts▫ Images▫ Apps

• Tactical Objectives▫ Need to know what each tactic will deliver to meet smart objectives

• Mix ‘n Match▫ Social media is never about one channel it is always a combination

Some more resources

•A big list of Social Media channels is here: http://ht.ly/4aU0C

•The introduction to Social Media PR for charities is here http://goo.gl/yDBYA

Professional Professionals • Web site and digital security

▫Steve Armstrong,▫Provides services to help achieve HMG List X

approval▫ http://www.logicallysecure.com/

• Legal experts▫Jeremy Holt▫co-editor of "A Manager's Guide to IT Law"

published in 2004▫ http://www.clarkholt.com/▫jeremyh@clarkholt.com

Automation

•To cover all the media/channels may have to use automated methods for spreading the word.

•Needs to be carefully done•Not same message to same constituencies

Some other helpful content

•A paper to help Charities enter the social media world: http://goo.gl/yDBYA

Some resources – for when you go to work

• https://www.google.com/analytics/settings/home• http://www.quarkbase.com/• http://www.google.com/insights/search/#• http://www.google.com/trends?hl=en• http://tagcrowd.com/• http://www.postrank.com/• http://www.touchgraph.com/navigator• http://www.makeuseof.com/tag/6-websites-to-track-a-w

ebsites-traffic/• http://theclarityconcept.pbworks.com/w/page/2202540

1/FrontPage• http://www.woorank.com/• https://siteexplorer.search.yahoo.com/mysites• http://techcrunch.com/2007/01/16/wikipedia-search-en

gine-wikiseek-launches/• http://gs.statcounter.com/#search_engine-ww-monthly-

200905-201006• http://www.websitetrafficspy.com/bsg.co.uk• http://services.google.com/advertisers/uk/• http://sherrilynnestarkie.com/2010/04/04/social-media-

gets-blame-for-pr-disasters/• http://adlab.msn.com/Demographics-Prediction/DPUI.as

px• http://websitegrader.com/site/www.laithwaites.co.uk• http://publigram.pbworks.com/w/page/19795747/Intala

tion-Instructions• http://infochimps.com/• http://www.peerindex.net/• http://goo.gl/m0JmO• http://wiki.kenburbary.com/• http://www.kayesweetser.com/• http://kdpaine.blogs.com/themeasurementstandard/201

1/01/your-checklist-of-public-relations-measurement-checklists.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+typepad/kdpaine/themeasurementstandard+(The+Measurement+Standard:+Blo

• http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools/

• http://www.socialmedia.biz/2011/01/12/top-20-social-media-monitoring-vendors-for-business/

• http://blekko.com/• http://airfoilpr.typepad.com/airfoilpr/2011/02/the-influe

nce-of-twitter-and-your-twitter-influence.html

• http://publigram.pbworks.com/w/page/19795747/Intalation-Instructions

• http://wholinkstome.com/• http://www.sas.com/• http://adlab.microsoft.com/Demographics-P

rediction/DPUI.aspx• http://www.websitetrafficspy.com/bsg.co.uk• http://www.slideshare.net/RCM77/social-me

dia-monitoring-tools-evaluation-1134864• http://www.seomoz.org/article/search-blog-s

tats• http://status.net/• http://ping.fm/• http://hellotxt.com/• http://wow.ly/• http://twiangulate.com/search/• http://followerwonk.com/• http://tickery.net/• http://klout.com/• http://goo.gl/sV1y0• http://goo.gl/9Q0FS• http://goo.gl/reC3y• http://www.makeuseof.com/tag/how-to-back

up-your-twitter-archive/• http://socialfresh.com/social-media-audit/• http://whois.domaintools.com/• http://goo.gl/i9pai• http://goo.gl/9lyK2• http://www.backtype.com/