奥美培训奥美OgilvyPublic Relations in an Interactive World

,PublicRelationsinanInteractiveWorld,August25,2002,PRinaninteractiveworld,TheInternetPRontheWebPRfortheWebUnresolvedissuesDiscussion,GrowthofInternet,ISPSubscriberGrowth:1997-2001AsiaPacific,Age,%,Age,About50%areagedbetween25-39,Source:SRH1997,Education,%,Morethan50%hasattendedauniversityorcollege,Source:SRH1997,PersonalIncome,Over60%ofInternetuserswithpersonalincomeoverHK$10,000,%,Source:SRH1997,Educationisdriver,ReasonsforbuyingahomePC,Characteristicsofinteractivemedia,GlobalandlocalInstantandgreatlatencyMassandpersonalAmplificationFacsimileRedefinestheconceptoftruthinthewrittenword,InternetInteractiveMarketing,E-commerce,Entertainment,OnlineEvents,News,SearchEngine,Surveys,Community,Branded,Research&Information,E-mail/Spam,PushTechnology,Portal,Banners,PortalSite,Survey,Banners,Banners,MillwardBrownResearchshows:SignificantincreaseinadawarenessamongstthoseexposedtobannersNotonlydobanneradsgetnoticed,theycommunicateImpressionvaluablecommunicationevenifnoclick-throughBannershadpositiveeffectonbrandperceptions,Events,E-commerce,E-Commerce,E-commercerevenue,1998Estimatedonlinerevenuesbyindustryinmillions(US$)Travel$2,091PCHardware$1,816Groceries$270Gifts/Flowers$219Books$216PCSoftware$173Tickets$127Music$81Clothing$71,Push,SearchEngines,News,Community,Entertainment,PRontheWeb,PRdisciplines,MediarelationsPublicaffairsInvestorrelationsIssuesownershipandthoughtleadershipCrisiscommunicationsEmployeecommunicationsInteractivebrandexperience,Mediarelations,Mediarelations,RegistrationformforboeingM,TheWebasprimarysourceforstoryideas,“ReportersinpapersofallsizesareincreasinglyusingtheInternetasadailysourceofstoryideas,backgroundandfactsaboutfast-breakingevents”Whensourcesarenotavailable,Websitesareplayinganimportantroleindeliveringinformation9%ofreportersnameInternet(E-mail,webpages,newsgroups)asprimarysourceofstoryideas(=newswireservices)48%ofreportersgoonlineeveryday(comparedto16%in1994)Middleberg/RossMediainCyberspaceStudy1997,Onlinemedia,1,800WebsitesrangingfromTime,Reuters,CNN,toSanJoseMercuryNewsAlmostone-thirdofpublicationswebsitesallowtheWebtoscooptheirprintproduct,atleastsometimes.E-zinesPointCastAudiencechangingtoo:15%ofAmericansgetnewsfromtheNet,Publicaffairs,Investorrelations,Issuesownership&thoughtleadership,Crisisindigitalage,Neverpossibleto“hide”incidentsImmediate&globalVisualandevocativeIndividualscanreachlargeaudiencesEasilymultipliedandrepeatedLastingDigitalmedia,thewebandotherinteractivetechnologieshavechangedthenatureofcrisiscommunications,Crisiscommunications,Crisiscommunications,Crisiscommunications,1984,Crisiscommunications,Employeecommunications,Interactivebrandexperiences,Mediamonitoring,butthatsnotall.,InteractiveeducationInteractivesamplingIntegrationofPRwiththesalesprocess,e.g.e-commerceIntegrationwithallmarketingdisciplinesAdvertisingDirectIdentitySalespromotion,PRfortheWeb,Audiences,Whoareyouraudiences?DemographicsWhatotherthingaretheyinterestedin?Whataretheirhotissues?Howandwhytheywillcometothesite?,Thesecret.,GettheanglerightWhatisthehook?Whatisdifferent?Isthereahumaninterestangle?Whatbenefitswillpeoplegetbyvisitingyoursite?Any“issues”youcanpiggybackonto?Anyresearchyouhaveaccessto?,Possibletactics,AnnouncementsLinkingReviewsNewsgroupinfiltrationInfluencerendorsementCross-promoorspecialofferGuerrillamarketingTouchandfeel,trialingLookaftervisitors,Thebasics,Register!URLonallmaterials,OgilvyPRWebworks,IMPATHInc.FederalEmergencyManagementAgency(FEMA)GlassPackagingInstitute(GPI)RegionalAirlineAssociationPartnershipsinActionJobs:TheClassof2000VulcanChemicals,TasteoftheNationAllianceforCompetitiveElectricityOwensIllinoisInternationalDivisionInternationalSleepProductsAssociationInteliDataTechnologyCorp.CorporationforNationalServiceEuropayInternational,Unresolvedissues,Issues,Webisagreatmedium,butnotyetanexclusiveone-complimentary.Penetrationnotyetcritical,andspannotyetpervasiveGreaterChinaQualityandvolumeoflocalcontentLanguageBandwidthPoliticalissues,Brochurewebsit