Copyright © 2001, Prentice Hall, Inc. CHAPTER 13

2Copyright ©2001 Prentice Hall, Inc. Consider these NET facts: In 1999: nThe Internet economy grew 68 percent. nOne-half TRILLION $$$ spent on the Net. nAmericans spent $20 BILLION retail. By 2001: nU.S. trade will top $251 BILLION. nEleven MILLION households will make their first online purchase. nRetail shopping will top $100 BILLION.

3Copyright ©2001 Prentice Hall, Inc. Public Relation’s Net Use will increase because… …consumers want to be educated not just “sold”

4Copyright ©2001 Prentice Hall, Inc. …communicators can respond instantly to emerging issues and market changes. Public Relation’s Net Use will increase because…

5Copyright ©2001 Prentice Hall, Inc. …the Internet allows “narrowcasting.” Public Relation’s Net Use will increase because… Customizing messages to targeted audiences

6Copyright ©2001 Prentice Hall, Inc. I. II.Web Sites III.Online Media Relations IV.Online Monitoring V.Product Promotion VI.Investor Relations Public Relations’ Prominence in Cyberspace includes:

7Copyright ©2001 Prentice Hall, Inc. I. Public Relations’ Prominence For external use, be sure to: n Restrict your message to one screen n Link content to other material n Disseminate messages regularly n Encourage feedback

8Copyright ©2001 Prentice Hall, Inc. II.Web Sites Public Relations’ Prominence a.Designing a Web Page What is my specific goal? Ask yourself:

9Copyright ©2001 Prentice Hall, Inc. II.Web Sites Public Relations’ Prominence a.Designing a Web Page Ask yourself: Will I be ultimately responsible?

10Copyright ©2001 Prentice Hall, Inc. II.Web Sites Public Relations’ Prominence a.Designing a Web Page Ask yourself: What content should I include?

11Copyright ©2001 Prentice Hall, Inc. II.Web Sites Public Relations’ Prominence a.Designing a Web Page Ask yourself: How often will I edit content?

12Copyright ©2001 Prentice Hall, Inc. II.Web Sites Public Relations’ Prominence a.Designing a Web Page Ask yourself: How interactive will it be?

13Copyright ©2001 Prentice Hall, Inc. II.Web Sites Public Relations’ Prominence a.Designing a Web Page Ask yourself: How will I enhance its design?

14Copyright ©2001 Prentice Hall, Inc. II.Web Sites Public Relations’ Prominence b.Managing the Web Site All links should work. Make contact information available.

15Copyright ©2001 Prentice Hall, Inc. II.Web Sites Public Relations’ Prominence b.Managing the Web Site Place most important information on the left. Use standard color schemes.

16Copyright ©2001 Prentice Hall, Inc. II.Web Sites Public Relations’ Prominence b.Managing the Web Site Make the site easy to use. Make sure the site fits your purpose(s).

17Copyright ©2001 Prentice Hall, Inc. II.Web Sites Public Relations’ Prominence c.Does Your Web Site Follow: The Presence Model The Informational Model The E-Commerce Model

18Copyright ©2001 Prentice Hall, Inc. The Presence Model n Designed to establish a presence on the Web n A promotional tool II.Web Sites Public Relations’ Prominence c.Does Your Web Site Follow:

19Copyright ©2001 Prentice Hall, Inc. The Informational Model Designed to provide comprehensive organizational material II.Web Sites Public Relations’ Prominence c.Does Your Web Site Follow:

20Copyright ©2001 Prentice Hall, Inc. The E-Commerce Model Designed to establish sales II.Web Sites Public Relations’ Prominence c.Does Your Web Site Follow:

21Copyright ©2001 Prentice Hall, Inc. III.Online Media Relations Public Relations’ Prominence  What are the advantages of a digital press kit?  What products do you think couldn’t be launched over the Net?  What possible disadvantages arise from interviewing over the Net?

22Copyright ©2001 Prentice Hall, Inc. III.Online Media Relations Public Relations’ Prominence  News Releases  Executive Speeches  Annual/Quarterly Reports  Annual Meetings The Web Site Newsroom includes:  Interviews  Photographs, Profiles, Ad Copy  Digital Press Kits

23Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What are three types of … ? General Wires General Wires Financial Wires Financial Wires Paid Wires Paid Wires AssociatedPress Dow Jones, Reuters, Bloomberg, Bridge News PR Newswire, Business Wire

24Copyright ©2001 Prentice Hall, Inc. Let’s Discuss n Permits immediate communications, without a journalistic intermediary n Allows for targeting audiences (narrowcasters) n Has proliferated because of online magazines (ezines)

25Copyright ©2001 Prentice Hall, Inc. IV.Online Monitoring Public Relations’ Prominence n Discussion Groups n Chat Rooms n Rogue Web Sites n Urban Legends n Rumors n “The Thread” n “Whisper Campaigns”

26Copyright ©2001 Prentice Hall, Inc. V.Product Promotion Public Relations’ Prominence

27Copyright ©2001 Prentice Hall, Inc. VI.Investor Relations Public Relations’ Prominence The Net provides: n Controlled medium n “Real-time” information n Equal opportunities for all investors

28Copyright ©2001 Prentice Hall, Inc. VI.Investor Relations Public Relations’ Prominence n E-reports are more easily integrated with other communications. n E-reports are durable. n E-reports are less static than print reports.

29Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What are INTRANETS ? n Intellectual vehicles that integrate communication with workflow, process management, and infrastructure n Internets for specific organizations What do INTRANETS do? Allow communicators, management, and employees to exchange information quickly and effectively

30Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What are EXTRANETS ? Vehicles a company uses to communicate information to targeted external groups

31Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What are CD-ROMS ? CD-ROM Compact Disk - Read Only Memory

32Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What are CD-ROMS ? n Information can be read only, not changed n Great storage capacity n Interactive

33Copyright ©2001 Prentice Hall, Inc.  “Value Proposition”  The Point  “Dirt World”  Bricks & Mortar Business  “Internet Space”  Business

34Copyright ©2001 Prentice Hall, Inc. Peculiarities of Writing for the Net n Readers must be able to read text quickly and easily. n Text must engage the reader and not be cold or impersonal. n News items must be brief and concise.