In the past, there were a lot of fax sent to various newsrooms of daily newspapers and specialized journals and magazines, and maintained relationships with influential people in these media, and now necessary to do is the following:
1. Maintain a connection to the Internet sites and / or portals, which deal with issues of importance to a particular company.
2. Regularly monitor what is happening in forums and blogs that treat with topics of interest, and strive to maintain relationships with people that affect that segment of public opinion
3. To be present at the search engines under specific keywords and phrases, for people which come through the information search.
To illustrate the process, shown in the example:
XYZ Company is engaged in the production of some products, and has legal status of the public trade company.
Its scope of stakeholders and the public that must communicate is:
Internal public-employee
External stakeholders - consumers, state institutions, investors in the stock market and other interest groups that are related to the company.
Trends is that companies and their management, have their own blog, which expresses their views, attitudes and plans, and thus inform the widest circle of stakeholders.
These blogs can be on the corporate site, may be on some sites that offer this type of service such as Blogger, WordPress, LiveJournal.
In order to blogs became visible, they can and should be entered on the sites that have the purpose to enable interested users to monitor specific topics.
So your company should include blog to the specialized blog sites such as Technorati, IceRocket, and the social bookmaring sites such as Digg.com,Del.icio.us, because users searching by specific terms and keywords.
Speaking of the keyword when creating a company's PR materials, must be taken care of it, and relevant keywords / phrases included the material.
From the above mentioned, process should look like this:
1. Company XYZ determines the time interval in which periodically inform the public about their intentions, new services, products ...
2. Create text containing keywords, phrases and terms under which they want to be found, and that are relevant to their business.
3. Send to all media - newspapers, specialized magazines, Internet newspapers and portals (and some like SrbijaBiz offer users the ability to set their own press releases)
4. Producing the official blog, and an identical text (customized if you need a little), and regularly placed posts.
5. Blog feed entered the specialized sites to monitor blogs.
6. Enter the title and keywords, the social bookmarking sites like Digg,Del.icio.us
Manager, CEO and certain executives use the same process, with time which is through the form of personal visions and attitudes, and aims to inform interested stakeholders.
Modern technology significantly the facilitate process of public relations.
Friday, 20 November 2009
Modern technology and PR
With the development of the Internet and modern technology, PR practice is changed drastically.
In the past, only the PR agencies and PR offices of large companies have the power to create a PR campaign, and affect the image of their clients.
The modern time facilitate the process of public relations.
Before the process was:
PR Service / PR agency to issue a press release and send it to the media, the media publish it or not, or in contact with journalists and editors 'fix' affirmative attachment, or through paid promotional messages simultaneously reach space on a particular medium.
A little more sophisticated approach is based on the deeper connections and relations with editors and / or owners media etc.
With the advent of the Internet, and tools that exist, such as blogs, sites which aggregating different sources, expanded circle of people who can influence public opinion.
Now anyone can quickly make a blog, and to express their opinion about everything and everyone, and so affect the larger or smaller number of people.
No more exclusivity in dealing with public opinion, and now ordinary people, users of products and / or services have a chance to say a wide audience what they think about a particular organization, company, etc., and express their satisfaction and / or dissatisfaction.
With the advent influential bloggers, spread the circle of people, for which a certain company / organization takes for.
Modern public relations, must involve a wider set of people, not just people from the media, but bloggers.
Wind of change which had been brought by modern technology and the Internet, requires a prompt response, because success is measured by speed of response and reaction.
In the past, only the PR agencies and PR offices of large companies have the power to create a PR campaign, and affect the image of their clients.
The modern time facilitate the process of public relations.
Before the process was:
PR Service / PR agency to issue a press release and send it to the media, the media publish it or not, or in contact with journalists and editors 'fix' affirmative attachment, or through paid promotional messages simultaneously reach space on a particular medium.
A little more sophisticated approach is based on the deeper connections and relations with editors and / or owners media etc.
With the advent of the Internet, and tools that exist, such as blogs, sites which aggregating different sources, expanded circle of people who can influence public opinion.
Now anyone can quickly make a blog, and to express their opinion about everything and everyone, and so affect the larger or smaller number of people.
No more exclusivity in dealing with public opinion, and now ordinary people, users of products and / or services have a chance to say a wide audience what they think about a particular organization, company, etc., and express their satisfaction and / or dissatisfaction.
With the advent influential bloggers, spread the circle of people, for which a certain company / organization takes for.
Modern public relations, must involve a wider set of people, not just people from the media, but bloggers.
Wind of change which had been brought by modern technology and the Internet, requires a prompt response, because success is measured by speed of response and reaction.
What is branding actually?
Branding is actually the reason why someone will use a product, service or go somewhere, etc.
The brand is not what is promoted, but what users recognize as the value.
The brand is when you know the answer to the question – For what is a company or product /service suitable for?
Consider the example of low-cost airline companies.
Originally, the differentiation was in the low-cost and mainstream airlines, because low costs like Ryan Air differed from standard companies.
Now, low-cost companies each of them, emphasising something which is different from the others, so Ryan Air underlines its size, or the largest number of lines.
The company's bigger, has more attributes inherent to its brand.
So you can say that its brand has several components, and also hear the terms - the world-famous brand, multinational company etc. though there are examples and like a local company, if it wants to emphasize attractiveness and attract a market segment
The brand is not what is promoted, but what users recognize as the value.
The brand is when you know the answer to the question – For what is a company or product /service suitable for?
Consider the example of low-cost airline companies.
Originally, the differentiation was in the low-cost and mainstream airlines, because low costs like Ryan Air differed from standard companies.
Now, low-cost companies each of them, emphasising something which is different from the others, so Ryan Air underlines its size, or the largest number of lines.
The company's bigger, has more attributes inherent to its brand.
So you can say that its brand has several components, and also hear the terms - the world-famous brand, multinational company etc. though there are examples and like a local company, if it wants to emphasize attractiveness and attract a market segment
Advantages and disadvantages of online business
Very often, there are many exaggerations in the online business, because there are people who heard from 'someone' that the in Internet is 'lot of money', and without the necessary knowledge, resources, etc they think that is truth and after some time they see it is not.
Some advantages and disadvantages of Internet business.
Advantages:
1. Fast-paced business.
2. Relatively low costs of starting a business, compared to other economic sectors.
3. The ease of entry into certain markets.
4. The possibility of a quick return on investment, and achieve profits.
5. Profit rate was much higher than the standard profit rate
Disadvantages:
1. The possibility of rapid deterioration
2. The competition is just a click, a window, a tab away.
3. As you are entering the markets, so and competition can come unnoticed and surprise you.
4. Requires high level of knowledge, because knowledge and skills determines success.
5. 80% of the costs are marketing, - if it is bad marketing it is a cost, if it is a good marketing it is an investment
Some advantages and disadvantages of Internet business.
Advantages:
1. Fast-paced business.
2. Relatively low costs of starting a business, compared to other economic sectors.
3. The ease of entry into certain markets.
4. The possibility of a quick return on investment, and achieve profits.
5. Profit rate was much higher than the standard profit rate
Disadvantages:
1. The possibility of rapid deterioration
2. The competition is just a click, a window, a tab away.
3. As you are entering the markets, so and competition can come unnoticed and surprise you.
4. Requires high level of knowledge, because knowledge and skills determines success.
5. 80% of the costs are marketing, - if it is bad marketing it is a cost, if it is a good marketing it is an investment
Thursday, 19 November 2009
Marketing and PR Resources
There are many good resources for marketing and PR, but to narrow choice:
MarketingOverCoffee Podcast
MarketingProfs - Written materials
On The Record PR Podcast
InsidePR Podcast
MarketingOverCoffee Podcast
MarketingProfs - Written materials
On The Record PR Podcast
InsidePR Podcast
How to write a blog
Have a clearly defined objective - whether the blog is to build a reputation, that serves to promote a service or product that serves to bring some ideas.
Depending on the goal, you need to build the structure of the blog.
Make plan and schedule - how often you will post new information, ie.posts.
It depends on the topic which deals with the blog, because there are areas where the news often, and some less.
Depends of selected topics, should make a schedule announcement posts. Select appropriate amount of information that you provide for all interested can immediately absorb.
Write immediately - when 'told' the idea of writing a post, it should immediately write as close to the far post, it is often forgotten details and ideas, and the mass of posts remain forgotten because over time forget what you wanted to write.
Do not forget that the style of writing for the blog is casual, or because they do not write for newspapers or writing fiction.
Do not forget search engine optimization (SEO) - in each post include keywords that you want a blog to be recognized by search engines, and add tags.
Depending on the goal, you need to build the structure of the blog.
Make plan and schedule - how often you will post new information, ie.posts.
It depends on the topic which deals with the blog, because there are areas where the news often, and some less.
Depends of selected topics, should make a schedule announcement posts. Select appropriate amount of information that you provide for all interested can immediately absorb.
Write immediately - when 'told' the idea of writing a post, it should immediately write as close to the far post, it is often forgotten details and ideas, and the mass of posts remain forgotten because over time forget what you wanted to write.
Do not forget that the style of writing for the blog is casual, or because they do not write for newspapers or writing fiction.
Do not forget search engine optimization (SEO) - in each post include keywords that you want a blog to be recognized by search engines, and add tags.
Form and Essence
Dealing with form, without engaging in substance, and vice verse, only complexity without paying attention to form, the demagoguery, can also be dangerous.
This primarily refers to the communications market, because advertising is represented and understood as marketing, PR as a tool of manipulation separately from other forms of communication, SEO (Search Engine Optimization) as the only IT skills excluded from the communication mix, as sales activity that is closely connected with marketing, etc.
Because, the above mentioned facts, this blog aims to be the place for criticism of views on all forms of communication,all with the aim to achieve a balance between Form and Essence.
This primarily refers to the communications market, because advertising is represented and understood as marketing, PR as a tool of manipulation separately from other forms of communication, SEO (Search Engine Optimization) as the only IT skills excluded from the communication mix, as sales activity that is closely connected with marketing, etc.
Because, the above mentioned facts, this blog aims to be the place for criticism of views on all forms of communication,all with the aim to achieve a balance between Form and Essence.
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