PR and TechnologyPR and Technology

Chapter 13Chapter 13

Working Smart Using New Working Smart Using New ToolsTools

A study commissioned by A study commissioned by PR Reporter PR Reporter found the use of new technologies is the found the use of new technologies is the leading trend in public relationsleading trend in public relations

Digital devices of all kinds enable the more Digital devices of all kinds enable the more advanced and ambitious practitioners to advanced and ambitious practitioners to stay on top of the latest events in the stay on top of the latest events in the external communications environmentexternal communications environment

And new technologies provide more And new technologies provide more precise and instantaneous delivery of precise and instantaneous delivery of messages to those publics impacting the messages to those publics impacting the practitioner’s employerpractitioner’s employer

Receiving the PR MessageReceiving the PR Message

A survey of journalists nationwide A survey of journalists nationwide finds the Internet is a rapidly growing finds the Internet is a rapidly growing means of receiving…means of receiving…– news releasesnews releases– story ideasstory ideas– and even audio and video files… and even audio and video files…

……from public relations sourcesfrom public relations sources

Gone are the Gatekeepers!Gone are the Gatekeepers!

With technology PR people have more direct With technology PR people have more direct access to key publics access to key publics

The challenges and frustrations of working The challenges and frustrations of working with traditional media gatekeepers can be with traditional media gatekeepers can be bypassedbypassed

Through the Web, thousands of companies, Through the Web, thousands of companies, organizations, media and individuals tell the organizations, media and individuals tell the world about themselves; they can sell their world about themselves; they can sell their wares, and promote their ideas, wares, and promote their ideas, communicating to tens of millions of communicating to tens of millions of “netizens” worldwide“netizens” worldwide

The Digital DivideThe Digital Divide Despite the ubiquity of the Internet, a Despite the ubiquity of the Internet, a

huge digital divide exists across the globehuge digital divide exists across the globe This poses a strategic problem if This poses a strategic problem if

communications resources are devoted communications resources are devoted exclusively or predominately to new media exclusively or predominately to new media channelschannels

Key public may be missed altogetherKey public may be missed altogether But despite this issue, the Internet is the But despite this issue, the Internet is the

most intriguing of the new electronic most intriguing of the new electronic methods that are changing mass methods that are changing mass communications in general and providing communications in general and providing PR with innovative new toolsPR with innovative new tools

The Computer’s ValueThe Computer’s Value

As a research tool, computers make an As a research tool, computers make an immense amount of information easily immense amount of information easily accessible through analysis of dataaccessible through analysis of data

E-mail and chat forums enhance E-mail and chat forums enhance environmental scanning and issues environmental scanning and issues managementmanagement

Three skills essential to PR success– Three skills essential to PR success– project management, time billing, and project management, time billing, and digital presentation– all are made more digital presentation– all are made more efficient through the use of computers efficient through the use of computers

Spin Control and VocusSpin Control and Vocus These are examples of software programs used in These are examples of software programs used in

PR to manage the media relations processPR to manage the media relations process These are designed to develop media contact These are designed to develop media contact

databases, track mail and phone pitches to those databases, track mail and phone pitches to those contacts, and record news coverage obtained contacts, and record news coverage obtained from the media relations effort from the media relations effort

They can also help target key journalists who They can also help target key journalists who cover your fieldcover your field

Send out personalized news releases to Send out personalized news releases to journalists in under 10 minutes and view their journalists in under 10 minutes and view their interactive responsesinteractive responses

Eliminate expensive clipping services with Eliminate expensive clipping services with delivery of your news in real timedelivery of your news in real time

Produce clip books and reports in seconds Produce clip books and reports in seconds

How PR Pros Use the How PR Pros Use the InternetInternet

E-mail distribution– from E-mail distribution– from individual messages to news individual messages to news release “blasts” to hundreds release “blasts” to hundreds of media outlets; also of media outlets; also photos, videos, newsletters, photos, videos, newsletters, direct mail postcardsdirect mail postcards

Web sites- provide a way for Web sites- provide a way for organizations to tell Internet organizations to tell Internet users what they do, to users what they do, to publicize projects, and to publicize projects, and to advocate policies; a advocate policies; a company’s company’s

virtual “storefront” virtual “storefront” Wikis are a new type of Wikis are a new type of

website that are website that are collaborative spaces where collaborative spaces where ideas or guidelines can be ideas or guidelines can be shared and developed shared and developed (Wikipedia is one)(Wikipedia is one)

Blogs, Moblogs, and Vlogs– Blogs, Moblogs, and Vlogs– – Blogs or web logs are Blogs or web logs are

regularly updated online regularly updated online diaries that can also feature diaries that can also feature links to related websites, links to related websites, blogs, etc. Blogs can serve blogs, etc. Blogs can serve as excellent public forums as excellent public forums for public discourse about for public discourse about issues such as global issues such as global warming. warming.

– Moblogging-using cell phone Moblogging-using cell phone cameras to post on the cameras to post on the Internet from a mobile or Internet from a mobile or portable device such as a portable device such as a cell phone or PDA. cell phone or PDA.

– Vlogs, or video blogs, are Vlogs, or video blogs, are becoming more numerous becoming more numerous due to the increasing ease due to the increasing ease and affordability of digital and affordability of digital video cameras and posting video cameras and posting softwaresoftware

More on How PR Pros Use the More on How PR Pros Use the

InternetInternet RSS (Really Simple RSS (Really Simple

Syndication)– an emerging Syndication)– an emerging technology that may very well technology that may very well supplant the majority of printed supplant the majority of printed news releases sent to reporters news releases sent to reporters and editors. RSS is a web-based and editors. RSS is a web-based process of searching and process of searching and gathering together news and gathering together news and information that is then fed to information that is then fed to the users’ computer or wireless the users’ computer or wireless device such as a cell phone. device such as a cell phone. This allows the consumer (or This allows the consumer (or journalist/editor) to be more journalist/editor) to be more selective and precise in selective and precise in choosing information choosing information content/sourcescontent/sources

Brochureware—refers to online Brochureware—refers to online versions of brochures and versions of brochures and related material that related material that organizations provide to organizations provide to stakeholders. Ex: magazines, stakeholders. Ex: magazines, annual reportsannual reports

Podcasting– the name is Podcasting– the name is associated with the Mac iPod associated with the Mac iPod but the range of devices to but the range of devices to receive online radio, TV and receive online radio, TV and even film content runs the full even film content runs the full gamut. The podcast gamut. The podcast consumer can either select a consumer can either select a particular program for particular program for download or can set up a download or can set up a regular delivery of a program regular delivery of a program automatically whenever a automatically whenever a new one is created.new one is created.– Those who are able to create Those who are able to create

audio and/or video news audio and/or video news releases/products than can be releases/products than can be delivered to highly targeted delivered to highly targeted audiences will have an audiences will have an additional tool for reaching additional tool for reaching key publics with compelling key publics with compelling multimedia contentmultimedia content

Specific Ways PR Uses Specific Ways PR Uses WebsitesWebsites

To provide info to To provide info to reporters and/or the reporters and/or the public during a crisis public during a crisis or breaking news or breaking news

To answer questionsTo answer questions Webcasting can help Webcasting can help

increase coverage of increase coverage of important news important news conferencesconferences

To link people in To link people in similar situations, similar situations, such as a website to such as a website to support cancer support cancer patients and loved patients and loved onesones

As a way for a As a way for a leader to address leader to address critics and field critics and field questions from questions from concerned citizens concerned citizens

Key Aspects of the InternetKey Aspects of the InternetPR Pros should keep in mind these important facts PR Pros should keep in mind these important facts

about the Internetabout the Internet Its reach is worldwide– a message intended Its reach is worldwide– a message intended

for local or regional use may draw reactions, for local or regional use may draw reactions, good or bad, from unexpected placesgood or bad, from unexpected places

Internet content is virtually uncontrolled– Internet content is virtually uncontrolled– while lack of editorial or gatekeeper control while lack of editorial or gatekeeper control permits unfettered freedom of speech, it also permits unfettered freedom of speech, it also permits distribution of unconfirmed, slanted, permits distribution of unconfirmed, slanted, or even potentially libelous materialor even potentially libelous material

Issue tracking, a major component of Issue tracking, a major component of professional PR management, can be more professional PR management, can be more thorough using the Internet and far more thorough using the Internet and far more immediateimmediate

More on Issues TrackingMore on Issues Tracking There are services, such as NewsEdge, that There are services, such as NewsEdge, that

monitor Web-based news and wire services, monitor Web-based news and wire services, then alert users when relevant topics then alert users when relevant topics appear in Internet news sourcesappear in Internet news sources

By monitoring the Internet, practitioners By monitoring the Internet, practitioners can keep track of what competitors, can keep track of what competitors, opponents, the media, and the general opponents, the media, and the general audience are sayingaudience are saying

Thus informed, PR people can better shape Thus informed, PR people can better shape their own tactics and messages as well as their own tactics and messages as well as respond in real time to forestall erroneous respond in real time to forestall erroneous or unbalanced stories from gaining or unbalanced stories from gaining momentum without correctionmomentum without correction

Internet ProblemsInternet Problems Increasingly search engines are prioritizing search results Increasingly search engines are prioritizing search results

based on fee payments from companies and organizations, based on fee payments from companies and organizations, thus biasing search resultsthus biasing search results

It can be said that the Internet lacks certain diverse points It can be said that the Internet lacks certain diverse points of view because to access the web still requires a certain of view because to access the web still requires a certain level of computer savvy and expertiselevel of computer savvy and expertise

Controversial security problems and legal questions of Controversial security problems and legal questions of copyright infringement, libel, invasion of privacy, and porn copyright infringement, libel, invasion of privacy, and porn remain unsolvedremain unsolved

““Cyberheckling”—people being attacked unfairly through Cyberheckling”—people being attacked unfairly through bogus Facebook and Wikepedia entries, or the use of bogus Facebook and Wikepedia entries, or the use of embarrassing Facebook info and photos (be careful!)embarrassing Facebook info and photos (be careful!)

““Astroturfing” online—when purportedly grassroots Astroturfing” online—when purportedly grassroots organizations actually turn out to be sponsored organizations actually turn out to be sponsored organizations; can also include made up videos (similar to organizations; can also include made up videos (similar to “front groups”) “front groups”) (examples p. 348)(examples p. 348)

Spammers continue to clutter e-mail channels with bogus Spammers continue to clutter e-mail channels with bogus or dubious offersor dubious offers

How Reporters Use Web How Reporters Use Web SitesSites

To find a PR contactTo find a PR contact– Tip: Put contact info on every page of Tip: Put contact info on every page of

your site, especially the phone number to your site, especially the phone number to help reporters get answers quicklyhelp reporters get answers quickly

Check basic facts about a Check basic facts about a companycompany

– Tip: Clearly and prominently label Tip: Clearly and prominently label information meant for reporters– Media, information meant for reporters– Media, Press, News links for examplePress, News links for example

– Tip: Provide fact sheets, executive Tip: Provide fact sheets, executive biographies, financial data, and product biographies, financial data, and product information information

Discover a company’s Discover a company’s perspective on eventsperspective on events

– Tip: Have an easy-to-find news releases Tip: Have an easy-to-find news releases linklink

– Tip: Make releases searchable by Tip: Make releases searchable by topic/datetopic/date

Check financial information Check financial information – Tip: Have links to annual reports/earnings Tip: Have links to annual reports/earnings

reportsreports– Tip: Post latest stock pricesTip: Post latest stock prices

Download images to Download images to illustrate storiesillustrate stories

– Tip: In your newsroom site, have Tip: In your newsroom site, have company graphics, logos, photos of company graphics, logos, photos of products, executives available to products, executives available to journalistsjournalists

News Release Delivery News Release Delivery ServicesServices

More than a dozen U.S. companies deliver news More than a dozen U.S. companies deliver news releases electronically to large newspapers and releases electronically to large newspapers and other major news media officesother major news media offices

The releases are “fed” into computers at the The releases are “fed” into computers at the receiving newsrooms and examined by editorsreceiving newsrooms and examined by editors

Companies pay for e-distribution companies to Companies pay for e-distribution companies to send out their releases; the receivers (news send out their releases; the receivers (news organizations) pay nothing to receive themorganizations) pay nothing to receive them

Electronically delivered news releases have an Electronically delivered news releases have an advantage over mailed or faxed ones, tending to advantage over mailed or faxed ones, tending to receive closer, faster attention receive closer, faster attention

Business Wire and PR Newswire are among the Business Wire and PR Newswire are among the largest largest (p.353-4)(p.353-4)

Other ToolsOther Tools

Cell Phones– allow PR Cell Phones– allow PR people to be available people to be available anytime and at any anytime and at any place– double-edged place– double-edged sword! sword!

PDAs (personal digital PDAs (personal digital assistants)—phone, assistants)—phone, email, texting, email, texting, PowerPoints, Excel for PowerPoints, Excel for budgets and budgets and spreadsheetsspreadsheets

YouTube, Facebook, YouTube, Facebook, MySpace– having a social MySpace– having a social network presence is network presence is important todayimportant today

Twitter– hottest new toolTwitter– hottest new tool(Dr. McGee sends one-to-three messages a day to (Dr. McGee sends one-to-three messages a day to

students, focusing on Comm job hunting trends, students, focusing on Comm job hunting trends, announcements specific to Comm UG and Grad announcements specific to Comm UG and Grad students, course availability and waiting lists, students, course availability and waiting lists, congrats on student/faculty accomplishments)congrats on student/faculty accomplishments)

Memory storage devices: Memory storage devices: DVDs, CDs, +/-R/RW, DVDs, CDs, +/-R/RW, flashdrives, external hard flashdrives, external hard drives, etc.drives, etc.

PR and the New Media FuturePR and the New Media Future ““Social Media” or “Web 2.0” are ways to Social Media” or “Web 2.0” are ways to

describe the current array of Internet features. describe the current array of Internet features. Web 2.0 implies that this is part of the second Web 2.0 implies that this is part of the second generation of software and Web site functionsgeneration of software and Web site functions

Public Relations professionals will continue to Public Relations professionals will continue to find ways to harness the human urge to relate find ways to harness the human urge to relate to each other on the Web and to create and to each other on the Web and to create and assemble compelling content that is shared assemble compelling content that is shared with otherswith others

The challenge in PR will be to avoid The challenge in PR will be to avoid manipulating social media in ways that manipulating social media in ways that alienate users or lead to backlash (follow the alienate users or lead to backlash (follow the PRSA Code)PRSA Code)

PR and the New Media PR and the New Media FutureFuture

On the other hand, forthright and On the other hand, forthright and transparent use of social media for transparent use of social media for PR objectives will be accepted as PR objectives will be accepted as part of the mix of ideas and positions part of the mix of ideas and positions that are shared onlinethat are shared online

Future DevelopmentsFuture Developments Tablet Technology—digital Tablet Technology—digital

newspapers? newspapers? Computers will become even Computers will become even

more compact and portablemore compact and portable Wi-Fi and Wireless Broadband Wi-Fi and Wireless Broadband

will make wireless computers will make wireless computers and cell phones as fast at and cell phones as fast at browsing, loading and browsing, loading and communicating as desktop communicating as desktop machines on cable or DSL machines on cable or DSL service todayservice today

Virtual Presence– with increased online Virtual Presence– with increased online capacity through broadband services capacity through broadband services PR pros and webmasters can create PR pros and webmasters can create highly detailed virtual environments, highly detailed virtual environments, even scents and smells possible! even scents and smells possible!

Virtual Worlds– we’re starting to see Virtual Worlds– we’re starting to see the potential with the growing the potential with the growing popularity of Second Life– a 3-D online popularity of Second Life– a 3-D online digital worlddigital world

Intro to Second Life: Intro to Second Life: http://www.youtube.com/watch?v=b72http://www.youtube.com/watch?v=b72CvvMuD6QCvvMuD6Q

Second Life home page: Second Life home page: http://http://secondlife.comsecondlife.com//

Processing Speed and Memory Processing Speed and Memory Capacity Increases– one prediction is Capacity Increases– one prediction is that computer processors will be 25 that computer processors will be 25 times faster in five years. Artificial times faster in five years. Artificial intelligence to assist with crisis, issues intelligence to assist with crisis, issues management, complex event management, complex event management, and visual design will management, and visual design will become commonplacebecome commonplace

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