May 2007

Network PR shows role for PR in web and digital world

 Network PR showed that there is a role for PR in the digital and online world at a half-day seminar ‘Brand Management in the Digital Age’ in Sydney which explored the proliferation of digital media and the need for effective online brand management strategies.

 Run by the Australian Interactive Media Industry Association (AIMIA), on May 29, 2007, the seminar examined the proposition that a well planned and consistent brand management strategy is every bit as important online as it is offline.

Geoff Hoddinott Network PR Account Director, who was one of four speakers, provided an insight into how organisations should be using public relations techniques and viewing the web as a media channel - both to gain competitive advantage and to avoid online crisis situations.

“It was an interesting experience - for me, my fellow panellists and the 100 attendees.  I think that most initially wondered what PR could bring to the digital table and how it could contribute to online brand management. But based on the questions after my address, and post seminar feed-back, the role of public relations in this new emerging area was clearly established in a way few had ever previously contemplated,” said Geoff Hoddinott.“I think a few had their eyes opened”.

Geoff’s address stressed that in order to gain competitive advantage it was necessary to understand the web was just a media channel - but that users needed to understand how it worked, and especially that it was quite different to traditional media.  

He said that business was lagging in recognising the web as a media channel.

 Most companies either:

• see others using it, but don’t really understand how it works, or are
• totally ignoring it.

 He gave a case study showing how Network PR had done work for an international entertainment company - working as specialist online PR providers, alongside the organisation’s existing publicists, advertising and interactive agencies.

“The fact that Network PR was asked by AIMIA to be on this panel is testimony to the work the agency has done in promoting the role of online PR and the leadership role it has achieved.  

“Very few PR agencies have done more than just talk it up.  There’s little evidence of other agencies actually implementing any meaningful online PR campaigns.  For this reason I was very comfortable discussing digital brand management with other panel members, who mainly came from the marketing and advertising end of digital communication,” said Geoff. 

Click here to read the Brand Management in a Digital Age PowerPoint presentation. 

Network PR optimises brand appeal by matching messages to individual markets and mapping a communication ‘Network of Influence’ to ensure messages are delivered with clarity & credibility