9780130090256

From opt-in newsletters to Internet-based brand monitoring, from Webcasts to self-serve online pressrooms, professional communicators have an extraordinary range of new tools available to them. In The New PR Toolkit, you'll learn exactly how to make the most of these next-generation tools -- while avoiding costly mistakes made by others. Deirdre Breakenridge and Thomas J. DeLoughry answer the crucial questions you face in crafting your own programs: Which techniques work, and when do they work best? Which are proving ineffective? How do you integrate new online tools into your existing communications programs?

Deirdre Breakenridge is Executive Vice President and co-owner of PFS Marketwyse, an advertising and communications firm based in Totowa, NJ. Recognized as a leading expert in marketing, brand-building, and PR, she speaks regularly to organizations ranging from the International Association of Business Communicators (IABC) to the National Association of Broadcasting (NAB). She is author of Cyberbranding: Brand Building in the Digital Economy (Financial Times Prentice Hall). Thomas J. DeLoughry is a freelance writer with more than 15 years of experience in journalism. He is a former Executive Editor of Internet World magazine, where he had a front-row seat for the dot-com craze. He began writing about information technology for The Chronicle of Higher Education, a Washington, DC-based weekly, in 1987 when the Internet was primarily the domain of professors and researchers. He's also been a Contributing Editor to InternetWeek magazine and has written for several other magazines and newspapers.

Acknowledgments.
Introduction.

I. LAYING THE GROUNDWORK.

1. The 21st-Century Audience.
Powerful Tools. Dot-Com Lessons. Know Your Audience.

2. Identifying Audience Trends.
A Large Audience. £And Growing. What They're Doing. Online Vets Do More. Broadband Is Coming. Online-Offline Transparency.

3. Knowing What Your Public Wants.
Understanding What People Expect of Your Client Online. Factors Affecting Your Online Communications Strategy. Ongoing Research Is Critical.

4. Knowing What the News Media Want.
Media Web Sites. Third-Party Resources. MEDIA INTERVIEWS: What the Reporters Say.

5. The Need for Continuous Research.
Interview with Michael Bach, CEO and Founder of Survey.com.

II. PUTTING THE TOOLS TO WORK.

6. Building Your Online Newsroom.
A New World. Imperative #1: A Good Online Pressroom. Imperative #2: Don't Eliminate Humans. The Flip Side. PR INTERVIEW: IBM's Matthew Anchin. PR INTERVIEW: Bethlehem Steel's James D. Courtney. PR INTERVIEW: Air Products' PR and Graphic Design/Web Teams. JOURNALIST INTERVIEW: Professor Dianne Lynch of St. Michael's College.

7. Using E-Mail Smartly.
How to Use E-Mail Effectively. Principle #1: Ease of Distribution Does Not Necessarily Mean Distribution to the Masses. Principle #2: Quick Communication via E-Mail Does Not Mean Poorly Formulated Messages. Principle #3: There's No Excuse for Careless Correspondence. Principle #4: As Tedious As It Sounds, E-Mail Communication Deserves Proofreading with the Same Scrutiny As a Snail Mail Letter in Certain Circumstances. Principle #5: Know the Preference of Your Recipients. Principle #6: Send It Only Once and Move On. E-Mail Campaigns. PR INTERVIEW: Rick Walsh of Darden Restaurants. MEDIA INTERVIEW: Joe Rosenbloom of Inc. MEDIA INTERVIEW: Scott Jaschik of The Chronicle of Higher Education.

8. E-Newsletters Build Relationships.
E-Mail Alerts. Information-Rich Newsletters. Dos and Don'ts. PR INTERVIEW: Bill Steele of Cornell News Service. PR INTERVIEW: Anne Coyle of Weber Shandwick. PR INTERVIEW: Elizabeth Albrycht and Jennifer McClure of Albrycht McClure & Partners. MEDIA INTERVIEW: Mike Cohn of Internet World.

9. Webcasts Are Worth A Second Try.
Live Events. Journalists Are Interested. MEDIA INTERVIEW: Bob Turner of Video Systems Magazine. PR INTERVIEW: Michelle Savage of PR Newswire. PR INTERVIEW: Mark DeLaurentis of MultiVu. PR INTERVIEW: Pat Meier of Pat Meier Associates.

III. PROTECTING THE BRAND.

10. Monitoring Brand Communication.
Reporters Are Already There. What to Do With the Information. Manipulating Message Boards. PR INTERVIEW: David Dunne of Edelman's Interactive Solutions. MEDIA INTERVIEW: Wendy M. Grossman, Freelance Writer.

11. New Tools for Crisis Management.
Plan Now. Lessons from 9/11. A Quick Response. Planning a Crisis Site. MEDIA INTERVIEW: Joe Perone of The Star Ledger.

12. Integrating Your Pr Strategies.
Integration Tips. Fitting Tools Together. When Integration Works. Beyond Consistency. PR INTERVIEW: Elisa Padilla, Manager, Events & Attractions Group, National Basketball Association. PR INTERVIEW: Jason Miletsky, CEO of PFS Marketwyse and Author of Planning, Developing, and Marketing Successful Websites.

13. Don't Forget About Privacy.
SIDEBAR: Understanding the EU Safe Harbor Agreement.

IV. CONCLUSIONS.

14. The Changing Role of the Communicator.
SIDEBAR: The New PR Glossary. PR REFLECTIONS: Tom Nolan of Publicis Dialog. PR REFLECTIONS: Ed Emerman of Eagle Public Relations.

15. Looking Ahead.
More Collaboration. Richer Presentations. Blogs Are Coming. Better Management. A Tool Is a Tool.

Index.

What is included with this book?

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The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Introduction There's no denying that the Internet has been one of the most overly hyped technologies in human history. Newspapers, TV shows, magazines, and yes, even a few books promised us a revolutionary new business world in which hard-charging dot-coms stole markets away from established brick-and-mortar companies that were supposedly too stupid and slow moving to realize what was happening around them. All Americans would soon have personal Web pages and spend countless hours in online "communities" swapping advice with like-minded peers. Of course, that's only if they weren't running to the front door to accept deliveries of the books, toys, pet food, and sofas they bought online at low, low prices. Anyone who didn't recognize the magnitude of this Internet revolution and invest a few bucks in skyrocketing Internet stocks just didn't get it. Today we know that the Internet mania of the late 1990s was as much about greed as it was about innovation. Investors, sold on the notion of a worldwide network of billions of consumers, bet on startups and pushed them to run hard despite poorly formed business plans, faulty technology, and total ignorance about the difficulty of cost-effectively delivering things like groceries or bedroom sets across wide geographic regions. All has not been lost in the dot-com bust, however. The world has embraced this new medium of communication and it is not going to let go. The Internet might not be the megamarket previously advertised, but it has very quickly changed the way that business is done in nearly every industryfrom finance to manufacturing, from real estate to retail, and most certainly in public relations. Indeed, it is not hyperbole to argue that the field of public relations has been revolutionized. PR professionals schooled in the old world of pretty press kits and faxed press releases have had to adapt quickly. Overnight mail is no longer fast enough. Reporters, feeling the Internet's demands for immediacy, want instant access to press releases and updated versions of corporate fact sheets, executive backgrounders, and every kind of data that PR people can make available. They expect to find the information in online newsrooms, where all these items are located in one place. Even more revolutionary, perhaps, is the fact that public relations people are increasingly finding themselves interacting with the public. Reporters and analysts are only one part of the job. The Internet has given customers, stockholders, prospective business partners, and others access to the materials developed by PR people. It is both a marvelous opportunity to get a client's message out to the public without the interference of reporters and a dangerously out-of-control situation in which facts, rumor, and innuendo can be circulated about a company in seriously damaging ways often under the radar of clipping and monitoring services employed to report on what's being said about a company in the press. The infamous Internet grapevine has already created big headaches for some of the country's most popular brands. From Heinz ketchup to Coors beer and even talk show hosts, such as Oprah Winfrey, no one can escape the Internet's ability to spread rumors like wildfire. PR people obviously have not been hiding with their heads in the sand. Most are getting press releases out quickly via broadcast e-mail and many have invested countless hours in developing online pressrooms. But who is using these tools to greatest effect? What have they learned that others in PR should emulate? What have they learned that the rest of us should avoid? What potentially helpful new tools are on the horizon? How do companies keep their online PR strategies in line with what they're doing in the offline arena? Our goal for this book is to answer these key questions for public relations professionalsregardless of whether their clients are new Internet compani

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The New PR Toolkit Strategies for Successful Media Relations

The New PR Toolkit Strategies for Successful Media Relations

0130090255

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