AC has made a profound and positive impact on the 
What is Online PR? A Practical Guide for New Zealand Businesses
Online Advertising has been around for a while now in New Zealand, as have the search engines, but online PR is evolving out of a few different, traditional and new media disciplines. Here is what its likely to evolve to over the fullness of time… bearing in mind that online advertising spend is a princeley 6-7% of the total advertising pie. But with recessionery tendencies in The Land Of The Long White Cloud, companies often cut back on advertising and rely on good old PR- these days the new media make this all the more desireable…
Online Communications Audit
- Monitor non-advertising presence on the web as well as competitors.
- Develop strategy based on those findings
- Marketing Communication goals implementation
- Review of brand promise / content / service offering
- Google alerts program
Online Content Development
- Optimizing content for key words, seo.
- Strategic Communication Plan to get new users to your site / business
- Reviewing opportunities for blogging, online video, social networking integration, community building.
- Identification of eBook and white paper opportunities
- Response programs (with customers, prospects, the market, q&a, forums,)
- Newsletters program development – strategy and implementation.
Online Promotion
- Search engine listing strategy & implementation
- Search Engine Marketing
- Pitching to online media and co-ordinating firms blogger relations efforts.
- Monitoring and developing firms social networking presence on Linkedin.com, facebook, Google channels etc.
- Writing / editing search engine friendly media releases.
- Partnership development -Online Joint venture events / mailings /publicity- reciprocal link programs, shared service offerings
Online Research
- Perceptual tracking and analysis of company / product / service / issues / trends
- Instigation of discussions in forums for feedback
- Soliciting user reactions to products
- Competitor information
Media Relations
- Identify online / traditional media focussing on clients industry, product or service
- Develop contacts in online traditional media
- Suggest stories and article marketing about client to online / traditional media
- Follow story trends and pitch stories that feature the client
- Distribute and follow up releases online / traditionally
- Collect client news from online & traditional sources and report to client
Online Events
- Spokesperson tours (online video interview)
- Promotions
- “live” online meetings, webinars, teleseminars, training sessions
- Online press conferences
- Product launches
Online Crisis Management (Copycat sites, critics & stealth websites)
- Identifying, tracking and correcting misperceptions and false statements
- Rumour control
- Create landing pages, updated information, online repository of information during a crisis for media and the market.
Online Investor Relations
- Update investor relations info regularly
- Analyst briefings / supporting medium
- Investor contact
- Online q&a’s
- Cyberchats with company officials
- eMail and online newsletters to current and prospective shareholders
Tags: Digital PR, Evolving PR, online pr
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