Online PR and Digital Reputation

Interesting Interview about Online PR and Digital Reputation with Klaus Eck from PRBlogger.



And because we are talking about digital reputation, here is a Blog and a short video that seem to threaten the digital reputation of Hillary Clinton, who will be running for US presidency in 2008. I’m curious about her response.

Study - what do Journalists expect from good PR

If you want to do good PR and Media Networking it is useful to know how journalists think,
what do they want and what you have to do in order to work with them in an efficient way.

This topic is the focus of the Journalism study. They interviewed over 270 journalists about their needs and values and presented some interesting results.

For example:

- what do journalists expect from a PR person in times of Web 2.0
- how to they want to have the press material (press releases, pictures...)
- how should you structure Online-PR

Political Advertising in Web 2.0 - Obama Girl versus Hillary Clinton

I just found this entry on PRBlogger. It seems like the US Top Politicians discovered the Internet for their PR and advertising purposes. Both of the Candidates for the next US Election have posted a more or less viral video in the internet.

That one of Hillary Clinton is situated in a Restaurant where she discusses with Bill about their next plans and advertises her election song from Celine Dion - not very funny, but if it fits the target group and creates interest, it is ok.

The other one of Obama is more interesting - I posted it here. Actually it is not from the political himself, it is a advertising campaign for an internet portal in form of a fan video. This example shows again how you can frame the media and use the potential of the Internet to spread your message. It captured immediately the attention of the media – the Chicago Tribune's wrote:

"The music video [...] put the Obama camp in an odd position. True, the woman in the music video is clearly declaring Obama "the best candidate," arguably a message they'd like to see going viral on the Web.

Trouble is, she's half-naked while lip-syncing Obama's praises and she's also warmly kissing his photograph, yet another reminder that candidates have less and less control of their images and messages when everybody has bandwidth.

To be sure, the campaigns are happy to use venues like YouTube as low-cost alternatives to expensive television ads and mailings. But when the barrier to entry is as low as the click of a mouse, there's no way for them to control where their images go or how they are used."

Here is what the media says about the campaign



Here is the original video - has some good viral potential



Of course Obama Girl has also her own MySpace Account - maybe also a good PR Tool...

PR – the Art of getting Public Relations for free

I just read an interesting article about “Buzzworthy PR” in Connected Marketing. The author writes about the combination of PR and Word of mouth - the main idea of PR is not only free media exposure but also to get people talking positive about your brand.

If you are skilled in PR and Buzz marketing you can tailor the core messages of your brand in such a way, that people talk about it.

Graham Goodkind the author of this chapter writes:

“…what can you do as part of your marketing communications that will have at its core something that will spread through the media, get them excited and in turn have the power to break into the subject matter of the daily chitchat in the pub or around the water cooler? Doing this also forces you to go through some of the thought process needed to create a positive buzz dynamically and proactively for a brand, product or service…..”

What does this mean?

This means that PR can be a very powerful tool for companies and NGOs like AEGEE to get people talking about the brand, without having to pay for it.

If you want to know, why word of mouth (People talking positive about your brand) is so effective, check out the Article about “Net Promoter Score” in Harvard Business Manager and Dr. Paul Marsdens Article about Advocacy drives growth.