1. Digital Public Relations
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

2. What is digital PR
• Digital public relations serve the same basic function as traditional
public relations which emphasize the building of mutual relationships
between an organization and its public.
• Digital public relations is a powerful tool that will enhance your
corporate communications further, faster, wider, cheaper and more
interactive, something that would otherwise be impossible to do in
the traditional public relations.
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3. The world is fast changing in ….
• The way we work
• The way we shop
• The way we think
• The way we view the world
• The way communicate
• The way we get information
• The way we share information
• The way we interact
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4. Communication as we know it…
• Company -------------public
• Company -----media------public
• Company – media-influencers-public
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5. Everyone is a media outlet
Same idea in 100 places has an amplifying effect
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6. All thanks to Internet
• Explosion in internet usage
• More connection, more speed, more storage
• Affordable and accessible
• Anyone can build a site/blog
• People actively participate
• User generated content
• Websites became dynamic
• People can openly discuss and comment
• People can share and make it viral
• Communications became two-way
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7. Why Digital Public Relations
• Democratizing Geography
• No hierarchy: one to many and many to many
• Unfiltered message
• Interactive: instant feedback, response, debate
• Virtually unlimited by space or time
• Anyone can participate
• Low cost
• Customized
• Non-linear navigation
• Decentralized • Multimedia
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8. After 100 years, technology enabled new means of communication.
Significant broadband penetration helped foster widespread growth of
social media and made news an extremely volatile industry.
1.17 billion internet users worldwide (source: Internet World Stats 06/30/07)
69% of Americans use the internet (source: World Internet Usage 06/30/07)
Swift changes being seen in newspaper readership habits
Major circulation and ad revenue declines
Newspapers testing new tactics (comments, popularity ranking, narrower pages)
Five of the top 10 visited websites are social (source: Alexa)
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9. Who are the users?
• Employees • Activists
• Managers • Guild associations
• Customers • Communities
• Investors • Unions
• Suppliers • Opinion leaders
• Retailers • Experts
• Distributors • Media
• Regulating bodies • Public at large
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

10. What is our Digital solution?
• RSS/Wiki
• Online community
• Social Media
• Viral communication
• PodCast
• Blogs
• Forums
• Websites
• Webcast
• Webinars
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

11. RSS/Wiki’s
• A wiki is a page or collection of Web pages designed to enable anyone
who accesses it to contribute or modify content, using a simplified
language.
• Enter Information about the Company or its Products on Wikipedia
• Monitoring Wikipedia to ensure that Information is not altered
• Edit and Enter Information on relevant Wikis
• Where ever relevant create our own Wikis
• RSS
• To keep track of changes in the Content Sites of ours as well as
Competition
• To supplement our efforts to reach out to our target audience, by RSS
enabling key content that appears with periodicity
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

12. Social Media/Online Community
• People who share the same views, interests and opinion interact with one
another
Application:
• Hobby
• Interest
• View
• Profession
Impact:
• Gaining public insight
• Idea generation
• Customer participation
• Expanding database
• Brand loyalty
• Providing added value
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

13. Online Community
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

14. WEBCAST
• A podcast is a series of audio or video digital-media files which is
distributed over the Internet by syndicated download, through Web
feeds, to portable media players and personal computers.
WEBCAST
• A webcast is a media file distributed over the Internet using
streaming media technology. As a broadcast may either be live or
recorded, similarly, a webcast may either be distributed live or
recorded. Essentially, webcasting is “broadcasting” over the
Internet.
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

15. Corporate Blogs/Forums
• A blog (a contraction of the term "Web log") is a Website, usually
maintained by an individual, with regular entries of commentary,
descriptions of events, or other material such as graphics or video.
• Forum – online discussion
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

16. Example Blog
• Even McDonalds has a blog
• The company is responding to criticism over the healthiness of fast food
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

17. Viral Communication
• Allowing users to spread your communication
• Application:
• Videos
• Audios
• Images
• Texts
• Games
• Applications
• Bookmark
• Syndication
• Impact:
• Awareness
• Spreading company’s message
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

18. Corporate News Room
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19. The Corporate News Room
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20. How digital is world??
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21. World internet users
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22. Internet users in Asia
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23. Asia’s top ten internet countries.
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24. YouTube = 10 percent of all internet traffic
(source: Ellacoya Networks)
YouTube & Wikipedia among top brands
(source: brandchannel.com)
Five of the top 10 websites are social
(source: Alexa)
Over 100 million blogs exist
(source: Technorati)
120,000 new blogs launched every day
(source: Technorati)
1.5 million posts per day (17 per second)
(source: Technorati)
Blog readership?
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25. Cost effectiveness…
• Online Marketing is a Cost Effective Marketing Tool that is an Integral part of your
Marketing Mix.
• The Tools available complement your existing PR and Marketing Campaigns.
• Digital public relations are by far much more cost effective than traditional
advertising and public relations.
• A single 30 second advertising spot on a primetime program costs about
five times more than a month long digital public relations campaign. While
a single press conference costs you six months worth of digital public
relations consultancy
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

26. Hence….…
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

27. New media relations = Digital Public Relation
AUDIENCE
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

28. Getting from
“your situation …to ….. your objective”
it requires
• Strategy
• Content
• Connection
• Interaction
• Integration
• Tools
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com

29. Thank you
Brand Building  Advertising  Market Research  Television Production  Radio Advertising  Web Development and Designing  Content Writing http://www.editseven.com