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Kako se odvija online PR?

U prošlosti je bilo dosta poslati fax redakcijama raznih dnevnih
novina i specijalizovanih časopisa i magazina, i održavati odnose sa
uticajnim ljudima u tim medijima, a sada je potrebno uraditi i
sledeće:

1. Održavati vezu sa internet sajtovim i/ili portalima, koji se bave
temama od značaja za određenu kompaniju.
2. Redovno pratiti šta se dešavama na forumima i blogovima, koji se
bave temama od značaja, i nastojati održavati odnose sa ljudima koji
utiču na taj segment javnog mnjenja
3. Biti prisutan na pretraživačima, pod određenim ključnim rečima i
frazama, jer ljudi do informacija dolaze putem pretraživanja
interneta.

Da bi ilustrovao proces, prikazaću na primeru:
Firma XYZ se bavi proizvodnjom nekog proizvoda široke potrošnje, i ima
pravni status otvorenog akcioanrskog društva.
Njen obim stakeholdera, i javnosti sa kojima mora komunicirati je:
Interna javnost- zaposleni
Spoljašnji stakeholderi – potrošači, državne institucije, investitori
na berzi, i sve druge grupe koje su interesno vezane za dotičnu firmu

Savremena tendencija je da pored saopštenja, firme i njihovo
rukovodstvo, imaju svoj blog, u kome iznose svoja viđenja, stavove i
planove i na taj način informišu najširi krug stakeholdera.

Ovi blogovi, koji mogu biti na korporativnom sajtu, mogu da budu i na
nekim sajtovima koji nude tu vrstu usluga poput Blogger, WordPress,
LiveJournal.

Da bi blog postao vidljiviji, oni mogu i trebaju da se unesu na
sajtove koji imaju svrhu da omoguće zainteresovanim korisnicima da
prate određene teme.
Tako da firma treba svoj blog da uključi na specijalizovane blog
sajtove poput Technorati, IceRocket, a i na social bookmaring sajtove
poput Digg.com, Del.iciou.us, jer korisnici pretražuju po određenim
izrazima i ključnim rečima.

Kad smo kod ključnih reči, firma pri sastavljanju PR materijala mora
da vodi računa o tome i da relevantne ključne reči/fraze uključi u
materijal.

Iz gore navedenog, proces bi izgledao ovako:

1. Firma XYZ odredi vremenski interval u kom periodično informiše
javnost o svojim namerama, novim uslugama, proizvodima...
2. Napravi tekst koji sadrži ključne reči, fraze i izraze pod kojim
žele da budu pronađeni, a koji su relevantni za njihovo poslovanje.
3. Pošalje svim medijim – novinama, specijalizovanim časopisima,
internet novinama i portalima, (a neki nude mogućnost i da korisnici
sami postave svoja saopštenja).
4. Napravi zvanični blog, i istovetne tekstove (prilagođene malo ako
treba) i redovno postavlja postove.
5. Blog feed unesu na specijalizovane sajtove za praćenje blogova.
6. Unesu po naslovu i ključnim rečima, u social bookmarking sajtove,
poput Digg Del.icio.us

Direktor i određeni rukovodioci primeni isti proces, sa time što
iznose kroz formu ličnih viđenja i stavove, a sa ciljem da informišu
zainteresovane stakeholdere.

Moderna tehnologija značajno omogućava da se proces odnosa sa javnošću
demokratizuje i olakša.

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Reputation Management

Google nije samo pretraživač već se može smatrati i za reputation
management sistem, pošto većina ljudi 'googlaju' ime osobe sa kojom
treba da se vide, ili su se upoznala, došle ili treba da dođe u bilo
koji vid društvenog kontakta.

Ova tendencija, dovodi do pitanja, kakvu online reputaciju imamo?
Ljudi su skloni da brzo zaključuju o drugima, i ukoliko ima nešto loše
na internetu... Eto problema.

Kako izgraditi dobu reputaciju i kako popraviti lošu?

Ajde prvo da razmotrimo kako nastaje loša.

Čovek tokom godina postavlja razne podatke, slike itd. po raznim
društvenim sajtovima, forumima itd. i najčešće je to moguće povezati
sa pravom ličnošću... problem se javlja kad prošlost nije baš dobra na
internetu, ako smo rekli nešto glupo, bezobrazno, blesavao... a nismo
mislili da će to ostati, i možda odslikavati našu ličnost.

Kako rešiti taj problem?

1. Obrisati sve takve postove, koji se mogu obrisati, na raznim
društvenim mrežama poput Facebook, MySpace.....
2. Započeti lični blog, koji će imati za temu stvari i teme po kojima
želimo biti prepoznati. I dobro bi bilo izviniti se za napisane stvari
u prošlosti i naglasiti da je sve to bila zabava ili reagovanje u
afektu

Ali, ipak najbolje imati pogled u budućnosti, i uzdržati se od takvog
ponašanja i misliti šta donosti budućnost i gledati napred.

Kako napraviti dobru reputaciju?

Suprotno od procesa kako nastaje loša i kako se ispravlja loše, možemo
izgraditi dobru reputaciju:

1. Pisati samo afirmativne stvari o sebi
2. Izbegavati svađu i teške reči na forumima, blogovima i ostalim
mestima koje pretraživači indeksiraju.
3. Pokrenuti blog u kome ćete istaći svoje kvalitete i pokazati ih online svetu

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How is online PR going on

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.

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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.

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Carjacking Your Way to Brand Relevance: How GM's OnStar Helped Save the Day

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Aufstieg und Fall des Social Webs

Die größte Herausforderung, der sich die PR in den nächsten beiden Jahren stellen muss, ist der Bedeutungsverlust der klassischen Medien wie Zeitungen, Zeitschriften, TV und Radio. Gleichzeitig haben sich die PR-Verantwortlichen der stetig wachsenden Bedeutung des Internets insgesamt zu stellen.

Das ist ein Ergebnis des aktuellen PR-Trendmonitors von news aktuell in Zusammenarbeit mit Faktenkontor. An dieser Umfrage teilgenommen haben mehr als 1.350 Pressesprecher und PR- Fachkräfte.

Und wie sehen es die Medien selbst? Hier ein Artikel aus der Welt (online), der ebenfalls gestern erschien:

"Das Web hat seine besten Tage hinter sich". Hier wird postuliert, dass sich Anzeichen mehren, dass das viel gelobte Mitmach-Netz in eine Akzeptanzkrise geraten sei. Also genau das, was den Bedeutungsverlust der klassischen Medien verursacht hat ist schon in einer Krise.

Was sind nun genau die gößten Herausforderungen für die PR in den nächsten Jahren? Die wachsende Bedeutung des Internets oder der Niedergang des Mitmach-Netz?

PR-Trendmonitor Oktober 2009

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Brian Solis Video Interview

Re-blogged from Socialbyte.net - http://socialbyte.net/2009/12/03/brian-solis-and-socialbyte/

Brian Solis visited Denver last month.  This video interview by Melissa Hourigan talks about Brian's book “Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR” and covers what is wrong with PR & things businesses can do to connect with their community.

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So, you're doing research on social media. Sounds interesting...

...but what do you actually do?

This is a question that I hear very frequently. By writing this blog, I hope I can shed some light on the life and the daily work of a PhD student.

Right now I am in the process of narrowing down my research focus. Admittedly, there are a lot of people writing and talking about social media. Many of them call themselves experts ;-) Apart from the academic literature, I have looked at a number of presentations on slideshare and read even more blog posts. I will share the most interesting bits with you over the coming months. What intrigues me most is to see what kind of people write about the subject and what professional background they have. Legal professionals, for example, tend to view strengths and weaknesses of social media tools differently from people in the communications sectors.

These are the areas surrounding social media that I find particularly interesting:

1. History/Evolution
2. Knowledge Management, Collaboration and Learning
3. Human Resources
4. Psychology
5. The Future of Work
6. Legal Issues
7. Network Analysis
8. Social Capital
9. PR/Marketing
10. Analytics/Metrics
11. Science

Over the next few days, I will introduce each of these themes separately and explain why I think they are relevant. I will also provide a few references for existing literature and mention the people, events and institutions I have come across so far. Is there an area that you think I have missed? Where do you believe social media has the greatest impact?

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Pitch-Teilnahme – ja oder nein?! | Werbeblogger – Weblog über Marketing, Werbung und PR » Blog Archiv » Pitch-Teilnahme – ja oder nein?!

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Jung von Matt bleibt die Nummer eins, aber Verfolger holen auf - Communication - absatzwirtschaft - die marketing site

Filed under: pr

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