NONE: Re: ONLINE-ADS>>Online/Offline PR Crossroads
Re: ONLINE-ADS>>Online/Offline PR Crossroads
Xpress Press News Service (news_at_xpresspress.com)
Thu, 22 Jan 1998 15:28:26 +0000
I think it is unproductive for traditional PR reps to feel
threatened by the potential of online PR. In any profession it is
important to keep up-to-date on emerging technologies that affect
your business.
Large PR firms do have staff internally doing a good job with
web coverage. Other offline PR firms that don't have the staff to
handle an interactive PR push regularly partner with online companies
to deliver full-service to clients.
Really, this has been going on for years, with and without the
client's knowledge. Sure, some firms will die but we will continue to
see new PR specialties and support services grow. For example, I'm
friendly with several campaign managers here in Florida. Local
campaign managers do a good job with conventional pr and paid ads but
few have the knowledge to work the web to their candidates advantage.
PR and ad firms that work with campaign managers to orchestrate
chats, conduct online polling and other interactive strageties
have a nice little business going.
By working together offline and online PR firms can learn from
the other's experience. One of the first things you'll need to do is
determined is how much time and expense will be devoted to each
segment of the overall PR campaign. For example, how much of your
overall audience is online vs. watching television. Discussions
should focus on how to best deliver services and results to the
client within $XYZ budget.
When working with another firm keep in mind you are 'communications'
professionals. Talk, write, work out solutions.
Some ideas:
* Breakdown tasks according to skill set and contacts.
* Make one individual the point person for each task. People are
easily confused by having to deal with more than one staffer or
e-mail address on a story or event.
* Use technology to your advantage to streamline internal
communications. A tech savvy member of your team can set up a
general e-mail list to post progress reports that all may read. This
keeps people in the loop and both sides have a clear understanding
of who is meeting with whom and what the other side is handling.
* If one of the 'traditionalists' seems uneasy working with the
interactive crew offer some training or a pointer to a good book
that will bring them up-to-speed.
* Listen! Conventional PR models can be applied to the web with a
little know how.
If both firms work well together you win. If you
don't--you risk losing your client.
Tina Koenig
news_at_xpresspress.com
The Xpress Press News Service
E-mail News Releases to Media Worldwide
http://www.xpresspress.com
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