Online PR Srba Jovanović International Public Relations Association – IPRA Board member

Online or Offline PR? To put it shortly: Both Overlays combined brings synergetic effects Combination results in greater coverage Better impact on target audiences More trust achieved Larger percentage of positive affiliation

When to use Online PR? Brand and product promotion Corporate communications Raising awareness Campaigns (up to large-scale) Crisis communications Issue management Internal PR Feature articles writing

Advantages of Online PR Another channel and communications platform Reach: anytime, anywhere Speed Inter-connection and interaction with target audiences, publics Referrals = trust Effectiveness Borderless: Communities and Content are global Opportunities Low Cost

Disadvantages of Online PR Extremely large number of sources: web sites, news, blogs, you tube, social networks… Exposure to massive criticism Inability to respond 100% effectively Individuals outnumbers the organisations, while the posting power is similar Not reaching to the rural areas and traditional communities

e-reputation “The topic of the year is e-reputation: management of people and organisations' reputation online”. Christophe Ginisty, June 2010 For many years, they have ignored what was going on on the Internet and now that Internet has taken a huge place in our media environment, they discover it. And for some of them, it's nearly too late: bloggers have already posted tons of information about them during the past years, creating the elements of a bad reputation online.

How to distribute information over the web? Web site On-line Press releases and distribution (PRweb, pressbox, WebWire) Blogs (346 mil. people on the planet writes blogs regularly, 900 K blogposts on 81 language DAILY*) Social networks Photo and video sharing Slide sharing * Data by Jelena Jovanović, Blogopen 2009

Investing in process innovation and technology According to the PR Planning 2010 Survey results, conducted by Vocus (provider of on-demand software for public relations management), 51 percent of PR professionals interviewed will invest in new technology

PR to focus in 2010 According to the PR Planning 2010 Survey results, PR will focus on social media, multimedia and search engine optimization (SEO)

Outbound and Inbound

The new role of a PR Person

Sociological aspects Observe human behavior online Monitor interaction within online communities Match the story to the culture and people

Psychological aspects Match the way people think and feel: Rational Factors*: - Simplify business goals - Identify Market trends and needs - Segment and profile Target audiences - Document Success Metric... Emotional Factors - Identify underlying emotional triggers - Analyze Website Behaviour - Map Persona needs -... *According to Toni Došen, Hinton group, Canada

Trends Internet vs. Television (time spent by) Mobile access vs. Computer (Coverage!) Online spending vs. traditional spending –According to Outsell research data, in 2010 it’s being spent 119,6 billion $ on online and digital vs $ on newspaper and magazines campaigns Simplifying the access: with any device

Challenge “Because of the prevalence of media on the Internet, fragmentation will grow rather than decrease even with the dominance of a few services. Even though one might be present on Facebook, for example, that doesn't mean that (person) uses it heavily. (...) So, finding what one really uses will become harder than ever. ” Jim Horton, on-line PR blogger The ever-lasting challenge is that the CONTENT by itself is not enough. Still, someone has to find it, see it, consume it, share it, buy it or in any case undertake some action in regard to it. In On-line PR, too, we are winning people’s hearts and minds, but we need to get them to action as well.

Useful links On the Social Networks and PR pravilo-4r.html On the PR Planning 2010 Survey Results webinar/PlanningPR2010SurveyResults.pdf On the importance of creative strategy online:

Thank you!