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Chapter 8 online PR and reputation management

Chapter 8 online PR and reputation management. Ku-Yaw Chang canseco@mail.dyu.edu.tw Assistant Professor, Department of Computer Science and Information Engineering Da- Yeh University. Fostering a positive online image.

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Chapter 8 online PR and reputation management

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  1. Chapter 8online PR and reputation management Ku-Yaw Chang canseco@mail.dyu.edu.tw Assistant Professor, Department of Computer Science and Information Engineering Da-YehUniversity

  2. Fostering a positiveonline image • Online PR is and will remain a crucial component of your digital marketing success. • Traditional media channels are constricting • Digital channels are expanding at a phenomenal rate • PR: public relations Social Media

  3. First impressions matter • When dealing with your customers face to face • First impressions matter • Online PR takes a broader view • First impressions matter • Lasting impressions are what you really want to cultivate online Social Media

  4. Defining online PR • In 2007, the Chartered Institute of Public Relations in the UK defines online PR as: • Communicating over the web and using new technology to effectively communicate with stakeholders. Social Media

  5. Promoting your business through online channels • First and foremost • Website as a vehicle to make your PR-related content available to both media professionals and consumers. • Having compelling content on your own site is only a very small part of the online PR. • The whole point of online PR • Word-of-mouth marketing • Online social networking Social Media

  6. Getting the word out with online press releases • A story worth reading • You need a strong hook • Headline and first paragraph should capture readers’ attention • Story first, detail later • Keep it concise, objective and to the point • Use active, compelling language • Accessible and jargon free • Contact details • Be keyword optimized • Link back to your site • Stick to your guidelines Social Media

  7. Case Study – Write the future • http://www.youtube.com/watch?v=lSggaxXUS8k Social Media

  8. The End Social Media

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