Onlin e PR Esther Addei Anastasia Bulley Nana Adwoa Akuffo Owoo Albert Eyison Anne aidoo-Forson

Concepts Public relations: practice of managing the spread of information between an individual or organization and the market With the increasing importance of the internet, online PR has become more necessary !

Online PR Online PR is about influencing people rather than buying placement for brand content. This influence could result in a story in a magazine, newspaper or blog and other online pickups including social media. Online PR activity is closely associated with improving results from many of the other digital marketing communications techniques in particular social media, SEO (link-building), partnership marketing and viral marketing / word-of-mouth marketing.

Online PR Strategies

Benefits of Online PR Increases brand awareness Tracking tactics Enables you to reach a large number of people Information is always available once online Allows clients to easily reach you

Components of Online PR Online PR Brand protection Community Participation Media alerting Publisher Outreach

Publisher outreach

The idea behind a blogger outreach campaign is that a company, in seeking exposure for a product or service, leverages influencers who have established a substantial following, asking them to write about it in exchange for free access to the product or service (Weinberg, 2015).

Community Participation

Online Community A platform that enables members provide content/ contribute in some way to the website Online Community Participation The interaction between users and online communities on the web.

Types of Online Communities Blogs Wikis Online multiplayer games Examples of Online Communities Harley Owners Group (Harley Davidson) Being Girl (Procter & Gamble) PlayStation Community (Sony) My Starbucks Idea (Starbucks) Community Participation

Uses of Online Communities Provides insight into; Web design Online marketing Crowdsourcing

Motivations for Online Community Participation Reciprocity Recognition Sense of efficacy Sense of community

Study on community participation Encouraging Online Community Participation Award prizes for best comments Ensure discussions invite comments Make participation easy and fun ( involve games, puzzles, quizzes, etc.) Create incentives for increased level of participation

Media Alerting

Media alert is an invitation designed to inform the media about your event, such as a press conference or a grand opening and entice them to attend. A media alert differs from a press release, which is an example of the type of coverage you did like to see after the event. A media alert is designed to attract the media to an event, not explain the event or provide detailed information on the news. It is not more than a page. Goal of a media alert is to give a reporter all the information they need to make a decision on whether or not to attend your event, without giving away the story. Also used as a reminder for a previously sent, very important announcement/invitation. Media alert can refer back to the previous message and give a quick outline of the most important information. Another use of media alerts is to provide the basis for calendar listings if you are promoting a webinar or a physical event.

Media Alert Tips Keep it short and concise. Language must be clear and simple. Include all-important details Use of paragraphs, highlighting and bolding. This is to help the reader to easily discern the purpose of the media alert at a glance. Brief introduction Include contact person’s /Public relations officer’s name, phone number and address. This is to help the media to reach them in case of questions and clarification of information.

Sampl e

Brand Protection

Fake Brands

Facts of Brand Protection The internet economy of the G20 will be worth approximately £2.7 trillion by 2016 The cost of digital piracy is $75 billion annually to the global economy Sales of counterfeit goods accounts for up to 7% of total world trade - $600 billion annually. One in six products sold online is identified as counterfeit 96% of companies admit that guarding their online assets is now essential for the success of their brand, but only 40% have a strategy in place

Brand Protection The act of preventing someone from illegally making and selling a product using a brand name owned by another company.

Threats to Online Brands

methods of Brand Protection Trademark Patent Social Media Monitoring

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