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 /issue /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
