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.
