最新版public relations in an interactive world绝对实用.pptVIP

Public Relations in an Interactive World August 25, 2002 PR in an interactive world The Internet PR on the Web PR for the Web Unresolved issues Discussion Growth of Internet ISP Subscriber Growth: 1997-2001 Asia Pacific Age Education Personal Income Education is driver Reasons for buying a home PC Characteristics of interactive media Global and local Instant and great latency Mass and personal Amplification Facsimile Redefines the concept of truth in the written word Internet Interactive Marketing E-commerce Portal Site Survey Banners Banners Millward Brown Research shows: Significant increase in ad awareness amongst those exposed to banners Not only do banner ads get noticed, they communicate Impression valuable communication even if no click-through Banners had positive effect on brand perceptions Events E-commerce E-Commerce E-commerce revenue 1998 Estimated online revenues by industry in millions (US$) Travel $2,091 PC Hardware $1,816 Groceries $270 Gifts/Flowers $219 Books $216 PC Software $173 Tickets $127 Music $81 Clothing $71 Push Search Engines News Community Entertainment PR on the Web PR disciplines Media relations Public affairs Investor relations Issues ownership and thought leadership Crisis communications Employee communications Interactive brand experience Media relations Media relations Registration form for boeingM The Web as primary source for story ideas “Reporters in papers of all sizes are increasingly using the Internet as a daily source of story ideas, background and facts about fast-breaking events” When sources are not available, Web sites are playing an important role in delivering information 9% of reporters name Internet (E-mail, web pages, newsgroups) as primary source of story ideas (= newswire services) 48% of reporters go online everyday (compared to 16% in 1994) Middleberg/Ross Media in Cyberspace Study 1997 Online media 1,800 Web sites ranging from Time, Reuters, CNN, to San Jose Mercury News