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PR in the Age of Blogging

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Dan Keeney
Dan Keeney

Presentation to the Houston Chapter of the Public Relations Society of America delivered on February 6, 2008.

BusinessTechnologie
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Protecting Reputations in the Age of Blogs For PRSA Houston Presented February 2008
As the youngest of three brothers… ,[object Object],[object Object],[object Object]
[object Object]
The Backstory: NOKA Chocolate ,[object Object],[object Object],[object Object]
Not your typical chocolates
Emphasis on purity and experience
The Backstory: The Blogger ,[object Object],[object Object],[object Object],[object Object]
Who reads blogs, anyway? ,[object Object],[object Object],[object Object],[object Object]
TICK TOCK TICK TOCK
[object Object]
Americans who have a blog ,[object Object],Source: Synovate marketing research, www.synovate.com
Americans who read a blog daily ,[object Object],Source: Synovate marketing research, www.synovate.com
Americans who read a blog monthly ,[object Object],Source: Synovate marketing research, www.synovate.com
Americans who read a blog less than once per month ,[object Object],Source: Synovate marketing research, www.synovate.com
Journalists who check a blog list regularly ,[object Object],Source: Brodeur, 1/8/08
Journalists who read blogs at least two to three times per week ,[object Object],Source: Brodeur, 1/8/08
Journalists who spend more than one hour per day reading blogs ,[object Object],Source: Brodeur, 1/8/08
Journalists: blogs have a significant impact on editorial direction ,[object Object],Source: Brodeur, 1/8/08
We now rejoin your presentation already in progress
TICK TOCK TICK TOCK
“A Cautionary Tale” – Dallas Morning News ,[object Object],[object Object]
[object Object],[object Object],“ A Cautionary Tale” – Dallas Morning News
 
BoingBoing, Slashdot and Digg ,[object Object],[object Object],[object Object],[object Object]
BoingBoing, Slashdot and Digg ,[object Object],[object Object]
I think we have a problem ,[object Object],[object Object],[object Object]
School of Hard Knocks ,[object Object],[object Object],[object Object]
Disclosure is HUGE Issue Online ,[object Object],[object Object],[object Object]
[object Object],[object Object]
Sought Expert Counsel ,[object Object],[object Object]
Flying Aqua Badger Wrote… ,[object Object]
That’s Exactly What I Did “ As I write this comment I am engaged as a PR person representing NOKA. The original comments were written prior to that and reflected my personal opinion. However, facts are facts and that makes it worthy of an update.”
Step One Accomplished ,[object Object],[object Object],[object Object]
Client PR Plan Objectives ,[object Object],[object Object],[object Object]
Client PR Strategies ,[object Object],[object Object],[object Object],[object Object]
Blogs mentioning company BoingBoing Issued Statement
Step Two Accomplished ,[object Object],[object Object]
Step Two Accomplished ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
So Why Do Blogs Matter? ,[object Object],[object Object],[object Object],[object Object]
Step Three Begins ,[object Object],[object Object],[object Object]
Dallas Morning News ,[object Object],[object Object]
DMN Begat the New York Times ,[object Object],[object Object]
NYT Begat Channel 8 ,[object Object],[object Object]
Step Three Success ,[object Object],[object Object],[object Object]
Blogs Deserve Attention ,[object Object],[object Object],[object Object],[object Object]
Lessons to Apply ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Protecting Reputations in the Age of Blogs For PRSA Houston Presented February 2008

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