by avasquez313

35 slides

Public Relations in a Digital Media Universe

Published Aug 5, 2013 in Technology
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The PR process in a new media age

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Presentation Slides & Transcript

Presentation Slides & Transcript

Public Relations in a Digital Media UniverseThe Fundamentals

Overarching QuestionsHow has the digital age fundamentally changed the communication process?What are the primary research and communication digital technologies (tools) that dominate the communication process and therefore public relations?

Overarching Questions— Answered!Communication in the digital age is:Instantaneous-- whereas before a project had a defined beginning and end, it is now ongoing. Once a message has been submitted to the internet it becomes…Constant and dynamic– it is no longer one-way or two-way communication, there is no certainty about who will communicate what or when about your organization.

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OVERVIEW5 Ways to Make Organization Websites more Effective Utilizing Social Media (Correctly)Digital Analytics

Five Ways to Make Organizational Websites More EffectiveContent is king The slickest looking website is worthless without quality content. Interesting articles with good grammar, images and links to external sites are a must. Other types of content include pictures, videos and downloadable documents (such as a quarterly newsletter or PDF brochure). Content should educate and engage visitors. Use these tools to increase understanding of the organization. Don’t shy away from data. Websites such as and Piktochart make it easy to create free infographics and charts.

Created with Piktochart

Memphis Zoo Website

Five Ways to Make Organizational Websites More EffectiveInteractivity engage visitors so they will spend more time clicking around and exploring comments, feedback, “share your story”, polls, games, employee directory (including bios and pictures), appointments, registration, bill pay, cost estimatoranswer the questions they haven’t asked– If the information isn’t on your web site, they’ll go somewhere else. Also, there are practical results as well. More informed customers means less complains which equals lower call volumes.

Five Ways to Make Organizational Websites More EffectiveDesignClean and clutter free with easy navigationUse color scheme web sites http://colorschemedesigner.comhttps://kuler.adobe.comhttp://www.colorexplorer.comCustomer research/focus groups to tell you what they want to see, where they want to see it. Why guess when you can go straight to the source?

Five Ways to Make Organizational Websites More Effective4. Target the correct audience This should be evident in every step of the process— content, interactive portions, design, language and tone.

Five Ways to Make Organizational Websites More Effective5. BrandingGraphics, logo, colorsSmall business- changing the colors and logos every week will hurt the business as they are trying to establish their brand. Big business- everything is already established, but remember to follow corporate branding guidelines throughout all channels when working with a local branch.

Utilizing Social Media (Correctly)Why use social media? Increase the timely dissemination and potential impact of information. Leverage audience networks to facilitate information sharing. Expand reach to include broader, more diverse audiences. Personalize and reinforce messages that can be more easily tailored or targeted to particular audiences. Facilitate interactive communication, connection and public engagement.

Utilizing Social Media (Correctly)Free Social Media Toolkit-- The CDC has a toolkit for health communicators specifically, but the tips included are useful across all disciplines

Utilizing Social Media (Correctly)Social media helps make your services/products more widely known, but do not simply put information up, instead foster two-way communication. The best way to do this is to plan a strategy.3 P’s of social mediaPersonalization – content tailored to individual needs Presentation – timely and relevant content accessible in multiple formats and contexts Participation – partners and the public who contribute content in meaningful ways

Which ones should you use?Many free platforms are available. Every company should decide which is best for their brand.

TwitterStrategy: Keep it short and simple, set objectivesObjectives:Become a thought leader— decide exactly what your business represents and make every post relevant, not all over the place. Interact with posts from other users on the same topic.Build your brand— posts should reflect what your company is all aboutConduct research— ask people’s opinions. “vote for your favorite slogan!”

Twitter Objectives ContinuedCommunicate with new peopleSEO— if you have good content, other people will link to it, share it, and it will be at the top of search engine lists. Again, content is king.Customer service— search and respond to anything being said about your company.Leave room for retweeting— use TinyURL or Bitly to shorten links

FacebookStrategy:Avoid the hard sell (living room conversation versus a door to door salesman).Be sure what you post on Facebook is in line with the overall strategy of the company. Remember the target audience and tailor content to them.Maintain the page

FacebookInteractivity— videos, games, quizzes, images or anything else that engages users.Promotions— something that will make visitors share, comment and like content. i.e. “send us a picture of your visit to be entered in a gift card drawing”Support online/offline componentsCampaigns— i.e. on the CDC’s main Facebook page, there is a tab for the Vital Signs Campaign; a monthly program that focuses on one important public health topic

AnalyticsAfter putting so much effort into a Website and social media, it only makes sense to evaluate the results.What are analytics?A way to collect, measure and analyze internet data and web traffic to understand and optimize websites and social media.Popular Analytic tools— Google, WebTrends, Omniture, Yahoo!. Google is the most popular & offers plenty of documentation to walk users through the process and maximize the results.

Google Analytics Sample

AnalyticsUsers can set tools to measure various data and report it in different ways, such as on a map or in a list.What can you learn from the data?Where are users geographically located, what kind of browsers are they using, how long are they on the site, what are the most popular pages, how did visitors find your page? This information can help make advertising, design and content decisions.

Web Analytic Best PracticesIdentify key stakeholdersDefine primary goalIdentify the most important visitorsQuality not quantityUse multiple methods (surveys, focus groups)Gradual, steady and continuous improvement based on feedback, not huge redesigns out of nowhereAccording to the Digital Analytics Association

Case Study

Analytics Web analytics are a must. Do not take the cheaper route and pretend like they’re not important. The results are worth the costs. Keep in mind Facebook and Twitter have built in analytics available. This might be a good starting point to click around and gain a better understanding of how it works.

Overview of Current/Future Comm/PREvery person or organization will have a website which is essentially the core of all current, on-going communications.The public relations planning process stresses research. This is where digital analytics  come in handy. Using analytics helps an organization know how effective a program is.The public relations plan will develop strategic messages . These messages must be clear and effective to achieve high SEO ratings. Content is king -- digital press releases and social media including blogs, etc.