5.03 ppt

moonlightmidgeInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

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Discuss types of interactive public
-
relations
activities (e.g.,
press conferences
,
speaking engagements
,
special events
,
sponsorships
,
blogs
,
web forums
,
chat
rooms
,
social media
,
media tours
,
email
).



Explain types of one
-
way public
-
relations
activities (e.g.,
search
-
engine

optimization
,
newsletters
,
web sites
,
RSS
feeds
,
podcasts
,
press releases
,
press kits
,
audio/video releases
,
matte releases
,
direct mail
).



Describe ways that interactive tools can
be used to develop positive public
relations.


Interactive public relations (PR) has two key
components:


Using the power of the web to go beyond
traditional media; and


Using PR to establish and participate in a direct
dialog with customers and prospects.


Optimize press release content for search
engines, promote social bookmarking links


Discuss ways that one
-
way tools can be
used to develop positive public relations.


Tweets, Podcasts, websites, RSS Feeds used
to send out or post news releases


Explain the use of public relations for
crisis management.


Clearly explain what happened, get
customers and the public to believe in your
company


Describe trends in public relations activities.


Use of social media to spread the word


Writing blogs
-

a way to have an active
discussion with a motivated audience


Linking with other popular sites





Discuss reasons that public
-
relations
specialists appeal to their company’s
employees.


Employees also have social circles and
spheres of influence


Explain why public
-
relations specialists
target communications to their
customers.


To influence perception and future buying
behavior


Describe reasons that public
-
relations
specialists target their communications
activities at their community.


To address current and potential customers


Build public image



Discuss reasons that public
-
relations
specialists target their communications
activities at the company’s vendors.


Keep them informed and excited about the
company


e.

Explain why public
-
relations specialists
target their investors with communications
activities.


Keep them informed and excited about the
company


Describe reasons that public
-
relations
specialists target the larger business
community or industry members with
their communications activities.


Gets the word out and other people talking
about your company


sphere of influence


Identify topics appropriate for each of a
company’s audiences.


New products, expansion, changes to the
business and personnel