CHAPTER 13 Copyright 2001 Prentice Hall Inc Consider

Consider these NET facts: In 1999: n The Internet economy grew 68 percent. n

Public Relation’s Net Use will increase because… …consumers want to be educated not just

Public Relation’s Net Use will increase because… …communicators can respond instantly to emerging issues

Public Relation’s Net Use will increase because… …the Internet allows “narrowcasting. ” Customizing messages

Public Relations’ Prominence in Cyberspace includes: I. III. IV. V. VI. Email Web Sites

Public Relations’ Prominence I. Email For external use, be sure to: n Restrict your

Public Relations’ Prominence II. Web Sites a. Designing a Web Page Ask yourself: What

Public Relations’ Prominence II. Web Sites a. Designing a Web Page Ask yourself: Will

Public Relations’ Prominence II. Web Sites a. Designing a Web Page Ask yourself: How

Public Relations’ Prominence II. Web Sites b. Managing the Web Site All links should

Public Relations’ Prominence II. Web Sites b. Managing the Web Site Place most important

Public Relations’ Prominence II. Web Sites b. Managing the Web Site Make the site

Public Relations’ Prominence II. Web Sites c. Does Your Web Site Follow: The Presence

Public Relations’ Prominence II. Web Sites c. Does Your Web Site Follow: n The

Public Relations’ Prominence II. Web Sites c. Does Your Web Site Follow: The Informatio

Public Relations’ Prominence II. Web Sites c. Does Your Web Site Follow: The ECommerce

Public Relations’ Prominence III. Online Media Relations < What are the advantages of a

Public Relations’ Prominence III. Online Media Relations The Web Site Newsroom includes: : :

QUICK QUIZ What are three types of … ? General Wires Financial Wires Paid

Let’s Discuss n Permits immediate communications, without a journalistic intermediary n Allows for targeting

Public Relations’ Prominence IV. Online Monitoring n n n n Copyright © 2001 Prentice

Public Relations’ Prominence V. Product Promotion Copyright © 2001 Prentice Hall, Inc. 26

Public Relations’ Prominence VI. Investor Relations The Net provides: n Controlled medium n “Real-time”

Public Relations’ Prominence VI. Investor Relations n E-reports are more easily integrated with other

QUICK QUIZ What are INTRANETS? n Intellectual vehicles that integrate communication with workflow, process

QUICK QUIZ What are EXTRANETS? Vehicles a company uses to communicate information to targeted

QUICK QUIZ What are CD-ROMS? Compact Disk Read Only Memory Copyright © 2001 Prentice

QUICK QUIZ What are CD-ROMS? n Information can be read only, not changed n

8 “Value Proposition” Ö The Point 8 “Dirt World” Ö Bricks & Mortar Business

Peculiarities of Writing for the Net n Readers must be able to read text

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Consider these NET facts: In 1999: n The Internet economy grew 68 percent. n One-half TRILLION $$$ spent on the Net. n Americans spent $20 BILLION retail. By 2001: n U. S. trade will top $251 BILLION. n Eleven MILLION households will make their first online purchase. n Retail shopping will top $100 BILLION. Copyright © 2001 Prentice Hall, Inc. 2

Public Relations’ Prominence in Cyberspace includes: I. III. IV. V. VI. Email Web Sites Online Media Relations Online Monitoring Product Promotion Investor Relations Copyright © 2001 Prentice Hall, Inc. 6

Public Relations’ Prominence I. Email For external use, be sure to: n Restrict your message to one screen n Link content to other material n Disseminate messages regularly n Encourage feedback Copyright © 2001 Prentice Hall, Inc. 7

Public Relations’ Prominence III. Online Media Relations < What are the advantages of a digital press kit? < What products do you think couldn’t be launched over the Net? < What possible disadvantages arise from interviewing over the Net? Copyright © 2001 Prentice Hall, Inc. 21

Public Relations’ Prominence III. Online Media Relations The Web Site Newsroom includes: : : News Releases Interviews Executive Speeches : : : Annual/Quarterly Reports : Digital Press Kits : Annual Meetings Copyright © 2001 Prentice Hall, Inc. Photographs, Profiles, Ad Copy 22

QUICK QUIZ What are three types of … ? General Wires Financial Wires Paid Wires Associated Press Dow Jones, Reuters, Bloomberg, Bridge News PR Newswire, Business Wire Copyright © 2001 Prentice Hall, Inc. 23

Let’s Discuss n Permits immediate communications, without a journalistic intermediary n Allows for targeting audiences (narrowcasters) n Has proliferated because of online magazines (ezines) Copyright © 2001 Prentice Hall, Inc. 24

Public Relations’ Prominence VI. Investor Relations n E-reports are more easily integrated with other communications. n E-reports are durable. n E-reports are less static than print reports. Copyright © 2001 Prentice Hall, Inc. 28

QUICK QUIZ What are INTRANETS? n Intellectual vehicles that integrate communication with workflow, process management, and infrastructure n Internets for specific organizations What do INTRANETS do? Allow communicators, management, and employees to exchange information quickly and effectively Copyright © 2001 Prentice Hall, Inc. 29

Peculiarities of Writing for the Net n Readers must be able to read text quickly and easily. n Text must engage the reader and not be cold or impersonal. n News items must be brief and concise. Copyright © 2001 Prentice Hall, Inc. 34