I think the key points to remember from this week's readings were the importance of strategic and systematic design of public relations plans that is vital to the effective identification, implementation and management of the public relations goals and objectives that complement and support organisational goals and objectives.
The readings made me think more about public relations strategy in that the first strategic move is to influence the top management and educating them about the value of strategic public relations. By doing so, it clearly differentiate the role of a professional public relations manager from a technician. One is able to participate in the shaping and development of the strategic plan while another is just the disseminator of other people's plans.
One academic journal that I would like to share in regards to this chapter is "Yahoo investment in blog insight pays off"(2006).
Yahoo works with several PR firms to help develop a program that reaches out to bloggers and other online influencers. Yahoo has already began to pay attention to blogs about two years ago.
One of their strategy is to "listen to the public". For the first 6 months, there has been monitoring of the online conversations that were taking place about Yahoo to understand where the conversations are happening and to source out some ideas.
In addition to blogs, the PR team also looked into message boards and forums where Yahoo's products are commonly discussed. From that, the PR team found out that some of the bloggers were advertisers or search marketing consultants, which gave them some new perspective in the marketing segment.
With several different divisions and dozens of in-house PR people, it is possible to have face-to-face meetings with online influencers several times a month. Members of the PR team also make a point to seek out these influencers at industry events, such as Search Engine Strategies, Web 2.0, and Gnomedex.
In just two years time, it appears that Yahoo has been reaping the benefits of engaging this unique and growing audience.
The readings made me think more about public relations strategy in that the first strategic move is to influence the top management and educating them about the value of strategic public relations. By doing so, it clearly differentiate the role of a professional public relations manager from a technician. One is able to participate in the shaping and development of the strategic plan while another is just the disseminator of other people's plans.
One academic journal that I would like to share in regards to this chapter is "Yahoo investment in blog insight pays off"(2006).
Yahoo works with several PR firms to help develop a program that reaches out to bloggers and other online influencers. Yahoo has already began to pay attention to blogs about two years ago.
One of their strategy is to "listen to the public". For the first 6 months, there has been monitoring of the online conversations that were taking place about Yahoo to understand where the conversations are happening and to source out some ideas.
In addition to blogs, the PR team also looked into message boards and forums where Yahoo's products are commonly discussed. From that, the PR team found out that some of the bloggers were advertisers or search marketing consultants, which gave them some new perspective in the marketing segment.
With several different divisions and dozens of in-house PR people, it is possible to have face-to-face meetings with online influencers several times a month. Members of the PR team also make a point to seek out these influencers at industry events, such as Search Engine Strategies, Web 2.0, and Gnomedex.
In just two years time, it appears that Yahoo has been reaping the benefits of engaging this unique and growing audience.
6 comments:
I agreed with what you have presented in this entry.Strategic planning is the core of public relations practice.Without a proper planning for entire campaign or event, no matter how well the idea is, it won't work successfully.
One of their strategy is to "listen to the public". For the first 6 months, there has been monitoring of the online conversations that were taking place about Yahoo to understand where the conversations are happening and to source out some ideas.
thanks for the journal. I've always thought Yahoo! operated as an individual. I love how Yahoo! makes an effort to observe their users. Such strategies enable them to become who they are now ..
One of their strategy is to "listen to the public". For the first 6 months, there has been monitoring of the online conversations that were taking place about Yahoo to understand where the conversations are happening and to source out some ideas.
I have a question in mind - How are they going to monitor the online conversations? Is it via the forums, blogs or instant messaging? Will it become a case of privacy issue?
In just two years time, it appears that Yahoo has been reaping the benefits of engaging this unique and growing audience.
Thanks to their successful implementation using PR. :D
This is in response to chialer's question.
I believe Yahoo would have sought the consent of the users before looking into the information that was communicated. Alternatively, they would have monitored data that was free-to-see on the net like forums and/or blogs like what you have mentioned.
I also feel that Yahoo should not have stopped this monitoring after the first 6 months. It is crucial to keep a relationship with their audience in order to be updated on what new things they are interested in.
To Chia Ler,
I believe that yahoo has been observing the online conversations through blogs and forums and group the common topics the net-users were discussing as part of their statistics to find found the value of investing on blogs. I think they would be able to tap into instant messaging as it really will be intruding of privacy.
You need to clearly identify all direct quotes plus correct attribution when referring to an external source.
Information in you blog is based on the following article:
http://www.vocecommunications.com/services/YahooPRW.pdf
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