Public Relations and the Net Moving into the World of Cyberspace

Is the Net Really that Useful? Early performance has failed to live up to expectations. Time Warner’s Pathfinder Web site loses between $5-$10 million per year. CMP Publications Web Magazine began with a staff of 200, now down to 65. Lots of access - but lots of confusion and clutter! The bloom is off the rose.

What’s the Good News? Currently the hottest area in PR. Use if intranet communication, Web sites, and are changing the way we collect and gather information.

Who are the Users? Nearly 1 in 4 Americans has used the Internet (50 million people). 1/2 log in from home. 30% are (age) Men heavier users 3 to 1; yet women 45% 50% completed college Mean income $62k

Other Useful Facts 94% use 34% use Net to play games 54% use to buy products 34% believe WEB ads are effective 60% say Net reduces family TV time 80% have serious concerns regarding privacy 78% favor control over kid’s viewing

Net Effect on PR Compared to many industries (advertising and stock brokerages), PR professionals have been slow out of the gate. 3 Reasons this will change –demand of consumers to be educated - not sold –need for real time performance –need for customization (3 networks just don’t cut it!) - more control; cable very fragmented

Moving to Most pervasive corporate form of computer communication –On-Line Newsletters –External can sell and move products –Distribute promo material –Chat rooms

Organizing a WEB site Determine Goals –to sell more product –to make more money –win support or turn around public opinion –introduce company What Content Will We Include –don’t cram - plan! How Often Will We Edit? –Usually the answer is - not often enough!

Organizing a WEB Site How will we enhance design? –Style matters! –Need to generate ‘hits’ –very visual medium How Interactive Will We Be? –Should be bi-directional –

Organizing a WEB Site How will we track use? –Most basic - ‘hits’ to site –conversations measured? –Time of day viewed –kind of access – locations within site visited most frequently –sequence visitors follow Who is Responsible? –Requires full time attention

Media Relations and the Net Recent surveys show that 16 % of reporters use the Net daily and 1/3 log on at least once a week On-line media relations good for –press kits –product launches –interviews can be given

Investor Relations and the Net Controlled communication with potential investors Electronic reports are less static –enhance with motion and charts with sound Electronic report more long lived (store on-line)

Intranets, Extranets and CD Roms Intranets –63% US firms have or are planning to deploy –internal vehicle which integrates workflow, process management, infrastructure and other aspects of the job –enables communicators, management and employees to exchange information quickly –Netscape the largest supplier of intranet tech

Intranets, Extranets and CD Roms Extranet –use the Internet to target important external groups such as investors, vendor, key customers –use approved passwords and memberships to assure confidentiality CD-ROMS (read only information) great storage capacity –72 minutes of sound; 20 minutes of video; equiv. 451 disks replace videos and print

Writing for the Internet On-Line readers don’t have the luxury of putting it down and finishing later –straight to the point –must be warmer than other media - engaging –closer to USA Today style than NY Times!