If it’s not Measured, It’s not Managed!

As online business becomes a component of our everyday reality, it is increasingly important to evaluate the success of an organisations Internet presence. Today, there are a number of management tools that have been developed that are essential to Public Relations professionals to identify and calculate the effectiveness of a company’s online presence in comparison to its competitors. 

Analytics Tracking Tool 

Web analytics is the tool responsible for the measurement and collection of website data. By tracking the volume of traffic to your site, PR practitioners can evaluate their company’s performance and level of interest. This tool is also useful in seeing changes in the number of visitors to a company website after launching a campaign or implementing an advertising strategy. The other measurement attainable through this tool is to track the length of time individuals typically spend once accessing the website. This is crucial as encouraging individuals to enter a web page means nothing if the website itself is boring and uninteresting. This could result in the public navigating away from the site.

Content Distribution Tool

A content distribution tool is valuable for managing the substance of a PR campaign and presents opportunities to submit work via one online service and have the same content published on other social media networks. This is advantageous to PR practitioners as combined content enhances the appearance of an organisations services, products and brand image.

Email Management Software System 

This tool helps organisations to manage large quantities of emails efficiently which in turn can be an effective reputation enhancer and a simple method to answer complex enquires. Email management software is important to implement in order to track customer enquiries and make consumers aware that your organisation is professional and responds promptly. 

Online Mediums V’s Traditional Print Media...

Professor of communications James Curran says “The first change is in terms of competition. Newspapers historically do not have to compete with broadcast and magazine news because other media do not balance timeliness with depth the way daily papers do. Online, however, everyone is publishing 24 hours a day, so the local paper now has to directly compete with the local ABC affiliate and whoever else.”

Another favourable aspect of publishing media online is that it is cost effective and can reach people on an international level unlike print media who struggle with geographical limitations. However the graph below presents interesting findings that demonstrate there are still huge markets to target with print media. I recommend reading discussions regarding this matter on the Facebook group ‘Online Media VS Traditional Print Media'. On this site people of all ages and backgrounds have debated and expressed interesting opinions on this topic. Why not join the group and have your say today!

Social Media and PR - Everyone’s a Potential Publisher

The digital revolution has significantly changed how businesses interact with their stakeholders and consequences the PR industry has faced as a result of this development. For PR practitioners and Internet marketers, social media has been extremely successful in driving potential customers to their online sights, and is still considered one of the biggest innovations since the 90’s Dot Com Boom. It is not only younger generations developing reliance’s on social media but business such as Coca-Cola using networks to communicate and reach audiences to gain effective publicity. Kaplan and Haenlein (2010) define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content."

Social media is changing the way business is run. PR has adapted and evolved to these huge modifications in today’s Internet age however the biggest fundamental for any organisation is to make profitable use of these networks. Popular social mediums include YouTube, Facebook, Twitter, LinkedIn and Myspace. Practitioners have made adaptations by immersing their company in the culture of the social web and building connections to enhance their online profile. The video below additionally highlights the importance of networks and key attributes of social media that could enhance in the PR industry.

In April 2010 CIPR President Jay O'Connor announced: “A core theme in our three-year strategic plan is social media and the impact on the public relations profession. Rob joined the CIPR board to lead our efforts in this area, feeding into our policy, research and training. As part of this, Rob has set up the Social Media Panel - a group of some of the UK's foremost social media contributors, who will debate and input, ensuring our guidance reflects the very best thinking and practice. Things are moving quickly. Reaching out to practitioners who can offer their insight so that we can guide our members and the profession appropriately is key.”

In August 2010 Coca- Cola were awarded ‘No. 1 Social Media Company in Japan among Consumers’. Coca-Cola is the leading beverage company and one of the largest advertisers in the world. This multinational corporation has committed to using social media strategies and dedicated a generous proportion of their budget for advertising to the rising trend. As well as an impressive Facebook page, blog and Twitter account, Coca-Cola has recently launched a new website titled Coke Zone that offers product buyers exclusive rewards. With this, Coca-Cola has wisely integrated both online and offline communication strategies.

Ethical implications to Social Media

Social media is not too dissimilar to that of print in the sense that you still need to target a particular audience and build interest although online media is moving at a far quicker pace. Here are a couple of statistics to put this into perspective:

To reach 50 million viewers.....

Radio took 38 years

Television took 13 years

The Internet took 4 years

The Apple i pod took 3 years 

BUT Facebook gathered 100 million viewers in just 9months!!

Social media has no time restrictions and allows breaking news to spread worldwide in a matter of seconds from millions of different sources. The Internet has enabled everyone to become a potential publisher but does this limit the accuracy of information read online? However as social media requires participation and communication, it can lead to huge ethical issues regarding both privacy and security of individuals conversing online.The video below demonstrates how social media can consequently have a negative effect.

Public Sphere for Public Good?

Many PR practitioners argue that online communication is the most effective, and in today’s society, crucial in revolutionising the way individual’s converse and source information. The internet has assisted the Public Relations industry by providing vast research opportunities, opening communication channels with the media and journalists, publishing material such as press releases online and enabling access to advantageous data sources through programs such as Gorkana. However in addition to this, the World Wide Web has enabled individuals to express opinion and comment on political and societal issues. As a result, many consider the internet as facilitating a phenomenon. Jurgen Habermas (1962), a renowned philosopher, explains this ‘public sphere’ is a forum where public views and judgements are formed.

Habermas (1989, p.102) defines the public sphere as a “realm of our social life in which something approaching public opinion can be formed.  Access is guaranteed to all citizens.” Poor (2005) supports this argument years later stating that “the "public" of the public sphere represents the idea that the people taking part in such discussions are acting not as private citizens, but in a public role by speaking in public and discussing issues of relevance to the wider public, issues of governance. They have the potential to affect public opinion and public policy. The "sphere" of the public sphere denotes that it is a space, often a mix of formal and informal institutions and organizations.” However is this ideology good for the general public and how is this affecting the Public Relations business?

Implementing social media strategies through sites such as Facebook, Twitter and YouTube has become an essential part of the PR industry and has proved effective in reaching specific demographics. In this way viral marketing can create greater awareness about a company with a focused audience. The table’s present valuable statistical information regarding the usage of popular social media sights, concerning age and gender. For instance, if Oxfam were aiming to appeal to younger males, it could be beneficial to use viral marketing on MySpace or target young professionals (25 – 34) through Facebook.

  

With effective Public Relations, gives opportunity for an organisation to expand and enhance publicity. For example through utilising Facebook Ben and Jerry’s recently launched a hugely successful international campaign. The American company planned to give away free ice-creams to all individuals from scoop shops worldwide for just one day. The Facebook group gathered over 27,700 members that generated vast amounts of interest and free publicity through strangers chatting about personal experiences with the brand and their favourite flavour ice-cream.

However social media sights such as Facebook and Twitter has also been used as a tool for protest. This can often create a highly negative affect as likeminded people can come together and plot against particular groups or organisations. For example in January of this year a protest in Egypt got out of control after plotting on social media networks that lead the arrest of a staggering 700 people after a protestor and police officer were killed and a government building set on fire.

An article form BBC News comments, “Tuesday's protests were co-ordinated through a Facebook page, where organisers say they are taking a stand against torture, poverty, corruption and unemployment. One page called for protesters all over Egypt to gather after prayers on Friday. However, Wednesday brought reports that Facebook was being blocked inside Egypt.Twitter also played a key part, with supporters inside and outside Egypt using the search term #jan25 to post news on Tuesday, but it was blocked later in the day. BBC technology correspondent Mark Gregory said that while this clampdown had undoubtedly restricted access to information, technically minded protesters had found ways of evading the restrictions.” 

Papic and Noonan (2011) remark “An underlying assumption is that social media is making it more difficult to sustain an authoritarian regime — even for hardened autocracies like Iran and Myanmar — which could usher in a new wave of democratization around the globe.” Although many criticise the development of the Public Sphere, I agree with US President, Barack Obama who in an interview, compared Social networking with other universal liberties like freedom to speak. The Public Sphere should be looked upon as an opportunity to enhance the industry if issues are managed suitably; after all we are in the PUBLIC relations industry.

Igniting Consumer Desire – A Dangerous Cycle?

In modern society the internet is used as a primary tool for practically everything replacing the library, supermarket, traditional communication methods such as telephone and letters, and media outlets such as television. Everyday several individuals are joining the internet phenomenon, and as a result starting to purchase online. But why is this so attractive, and is filling out credit card details on the Web safe? Privacy issues constantly remain a present and highly discussed topic although very few consumers know the severity of the risks they face and continue to feed their desire to purchase online.

Elias Bizennes (2007) defines online privacy as “an individual's right to determine what information they would like others to know about themselves; which people are permitted know that information; and the ability to determine when those people can access that information."

The internet has enabled access to personal information about any individual with three simple details. All you need is their name, address and either telephone or security number. This is worrying seeing as this basic information and more are given with nearly every purchase or sign up to a sight. However it is not just private data that should concern us. By not deleting cookies people are able to view your internet history and through that, send emails, pop-ups and advertisements to draw your attention and encourage purchases using similar topics. For example after searching Google for ‘cheap flights to Italy’, numerous advertisements crowded websites with travel deals, hotels and attractions in the same area. 

Why shop online? 

•        Successful PR - creates trust and good reputation for online websites such as well known clothes brands, EBay and Amazon

•        Convenient – time effective, clear costing, can purchase goods outside shop hours

•        Fuel Efficient – save money on parking and petrol

PR and Consumer Purchasing 

PR practitioner’s alongside marketers and advertisers aid desire to buy online by glamorising products and the purchase experience. Campaigns are designed to make individuals crave products they never knew they wanted and certainly didn’t need. It is imagining how a product can enrich you life that drives sales. For example it might be just another picture frame, but it’s one that’s going to display your new holiday pictures and give off the impression that you are the perfect couple. Campbell (1987) states, “We do not so much seek satisfaction from products, as pleasure from the illusory experiences which they construct from their associated meanings.” An online service or product can also appear to create a certain lifestyle. The video below suggests that by buying Kellogg’s Special K, you will be able to look like a magazine model in 2 weeks and consequently have a more enjoyable experience on holiday. 

Although shopping and browsing online is often a preferred choice, always check your privacy settings, never open emails you don’t recognise, create strong passwords, don’t purchase off unrecognised websites, limit file sharing and delete browsing history. Always check privacy settings and don’t give away too much personal data.

Adwords increase conversions by 55% for Adventures Cross Country!

Search Engine Optimisation 

Murray (2005) compares search engine optimization to a big election.  He writes, “All the websites in the world are candidates. The copy on your website is your campaign.  Links to your website are votes. The more votes (links) a candidate (webiste) has the more important it is and the higher it’s ranking.” This quote emphasis the vast change in communication and how the advertising world and the way people source information is changing. The diagram illustrates 1o steps that can be taken to help an organisation enhance their online presence.

Adventures Cross Country (ARCC) is an organization established in 1983 which organizes trips, specifically for teens to volunteer during summers to help others in a range of activities from teaching to building. However Adventure Cross Country was presented with a common challenge akin to other small companies. They had a fantastic website but didn’t know how to drive the target demographic to view it. This was especially challenging in an overcrowded market place where there are millions of similar volunteering organizations. The solution to this problem was obvious …. ADWORDS!

Marshall and Todd (2006), authors of ‘The Ultimate Guide to Google adwords: How to access 100 million people in 10 minutes’ write “Google adwords can help your business whether you’re the provervial little old lady selling quilts in Eastern Kentucky or the multinational corporation. They can be the traffic monster that feeds your autopilot marketing machine and churns out a profit for you every day and every night, hitting the entire world up for customers whilst you sleep.”

In this way, Adventures Cross Country found that one of the most effective ways to increase traffic was to insert more key words. Through campaigns it was clear that just searching for words including ‘a trip for teens’ weren’t cutting it. Rather than spending hours researching and finding combinations of words to surpass competitors, ARCC used Google tools to generate key words alongside statistics showing the competition for the terms and the average search volume. As a result ARCC found over 300 new key terms. This lead to a number of international volunteers applying from a much larger geographical scale, 17% more clicks, 50 % more impressions and 55% more conversions, so all in all ...  A huge Success!!

The Pace of Change

A Trip to the Future

Technology and innovation are advancing at an extraordinary pace. A new generation of digital technology emerged in 2004 with prospects of creating Virgin’s Galactic passenger carrying Spaceship.  As youngsters you read functional stories and dream about journeying into Space but now this childhood fantasy has become a reality. 2009 saw the launch of Sir Richard Branson’s astonishing creation, enlightening the world of this once in a life time experience, and today there are hundreds of passengers awaiting a truly innovative expedition. Although the expense for this adventure will set you back 200,000 dollars.

While many would give anything to partake in such an experience, it is hard for a number of consumers to comprehend this voyage as for many it is far beyond expectations and realism. It is through meticulous planning, PR, advertising and sufficient marketing campaigns that this product can be promoted as a safe encounter.  It is fundamental to create visuals that both engage and educate the audience to build excitement. It is essential that customers trust the Virgin brand as they will be responsible for the safety of their passengers. 

Burt Rutan, Chief Technical Officer and Designer states “We need affordable space travel to inspire our youth, to let them know that they can experience their dreams, can set significant goals and be in a position to lead all of us to future progress in exploration, discovery and fun.” The video below features Sir Richard Branson himself explaining the passenger trip of a lifetime in an interview for Discovery News. The clip also depicts what space travel entails and reveals more about an amazing adventure that will fulfil our biggest aspirations.

Developments in technology as phenomenal as this lead you to imagine what remarkable technologies our children’s children will be experiencing in future years and exciting campaigns we could be a part of in the Public Relations industry in years to come.

Seamless Brands

Branding in a Digital Age

People develop strong brand relationships that are essential to maintaining customer loyalty in an overcrowded market place. But has the development of new technology made traditional business strategies unsustainable? 

Edelman uses an example of a car salesman to express how the Internet has altered the way individuals engage with brands. He argues, “Not long ago, a car buyer would methodically pare down the available choices until he arrived at the one that best met his criteria. A dealer would reel him in and make the sale. The buyer’s relationship with both the dealer and the manufacturer would typically dissipate after the purchase. But today, consumers are promiscuous in their brand relationships: They connect with myriad brands—through new media channels beyond the manufacturer’s and the retailer’s control or even knowledge—and evaluate a shifting array of them, often expanding the pool before narrowing it. After a purchase these consumers may remain aggressively engaged, publicly promoting or assailing the products they’ve bought, collaborating in the brands’ development, and challenging and shaping their meaning.”

The digital age has redefined what it means to construct and maintain brand values. In order to influence an audience via digital communication, a brands online presence needs remain perfectly consistent or ‘seamless’.

Maxwell (2010) says that a seamless brand operates by “making and keeping a promise that matters.”  He explains that in his definition “make implies everything your brand does with respect to sales, marketing and spreading the message. The "keep" implies everything your business does to ensure support and delivery of that promise. The "promise that matters" is what sets your brand apart from your competitors. Once you digest this definition and align your external marketing message with internal culture and operations, you'll have this "seamless" thing nailed.” 

To succeed, PR practitioners have to position their brand apart from competitors. Dove certainly did this with their ‘Real Women Campaign.’

Dove launched this triumphant campaign in 2004 using real women to promote their firming cream products, with a focus on natural beauty. This campaign presented clear brand values, escaping the quintessential skinny model archetype. Women featured in the ad campaign have gone on to further promote Doves products by appearing on some of America’s most popular television shows including Oprah, CNN and The Today Show.  The company also paid 2.4 million dollars to air a 30 second advert during the Superbowl XL in 2006. The campaign has now gone worldwide with thanks to their online marketing. 

Mitchell Friedman (2002) argues that a good PR campaign often combines online and off-line media and communication. A Huge section of Doves website is devoted to the ‘Real Women’ campaign.  As well as this, Dove have a Facebook page dedicated to the cause with motivational posts to engage consumers, asking followers to answer questions such as what they like most about themselves. Their latest trend with social networking is to get customers to send in pictures in order to promote products best suited to them. Additionally, there are numerous YouTube videos that have generated a vast amount of interest. 

Dove released press releases to support their advertisements and online activity making the following statements. Dove focus on "making women feel more beautiful every day by challenging today's stereotypical view of beauty and inspiring women to take great care of themselves." The use of women, of various ages, shapes and sizes" is designed "to provoke discussion and debate about today's typecast beauty images."

To conclude this post, "A brand is a rich tapestry of ideas, images and associations. But building a powerful brand means more than simply creating a name, logo or tag line. It require shaping the many expectations and experiences that people have with your brand. At every point where stakeholders – customers, suppliers, employees, analysts and the public – “touch” your company, your brand is either strengthened or diminished (BrandLogic 2009)."