|
Online public
relations is aditional PR extended to online media such as the Internet,
Web and commercial services like America OnLine and others.
Most industries
use online media relations as a normal component of publicity. Some
industries are not well-covered online, and traditional vertical media
have not penetrated the online world.
Depending
on your industry, you should survey potential online news sources weekly,
monthly or quarterly.
Do not forget
that online bulletin boards, particularly in health and medical, are
sources for reporters' stories, so even though a particular publication
might not be online, an online newsgroup might still serve as a way
to disseminate ideas and story lines.
In other
words, online public relations can help you
- Identify
online/traditional media focusing on client’s industry, product
or service
- Develop
contacts at online/traditional media
- Suggest
stories about your company to online/traditional media
- Follow
story trends and pitch stories that feature your company
- Distribute
and follow-up press releases online/traditionally
- Collect
news from online and traditional sources .
- Develop
an online news bureau.
PLANNING,
PLANNING, PLANNING.
- Competitive
Environment:
- Strategy:
Single sentence defining strategy for this site
- Individuals:
List target individuals to whom plan is directed
- Messages:
List specific messages that you are sending from this site
MEDIA
- Site
registration tactics. List and rationale
- Meta-Tags.
Tags and rationale
- Press
releases.
- E-mails
- Announcements:
Internal and external
- Internal.
Announcement and rationale
- External.
Announcement and rationale
- Newsletters.
Rationale
- Ads.
Rationale
- Direct
mail letters. Letters plus rationale
- Other.
List and reasons
DISTRIBUTION
- Traditional
media lists for site announcement
- National
media list
- Local
media list
- Trade
media list
- National,
local and trade media advertising
- National
advertising targets
- Local
advertising targets
- Trade
advertising targets
- Direct
mail list
- Online
media
- Usenet
site list and rationale
- Listservs
list and rationale
- Online
chats/appearances. List and rationale
- Online
services other than Internet. List and reasons
- Linkage
campaign. List target sites and rationale
- Events,
contests and giveaways. List and rationale
ASSUMPTION
CHECK
Detail what might go wrong with your promotion and what you will do
to counter failure
FEEDBACK
AND MONITORING
Detail the feedback and measurement devices that you will place in
all of your media and on your site.
BUDGETS
Estimate
what this promotion plan will cost.
Estimate
people needed to effect the plan and man-hours.
HOW
GOOD IS YOUR ANNOUNCEMENT?
For more Internet Marketing Links: click here. |
