The Background

Professional Public Relations (PPR) identified an opportunity to increase their client offerings in the area of New Media. The term New Media broadly defines any interaction which takes place using internet based technologies, such as websites, email or even mobile phones. Applying New Media in a business sense could be something as simple as sending emails out to pre-set lists of addressees to developing a sophisticated online promotional game. As accessibility to these technologies increases globally, competition necessitates PPR embrace New Media opportunities in the communication of their client’s messages to this burgeoning demographic. Link was tasked with providing recommendations for the implementation of a New Media Strategy within PPR.

The Approach

Rather than focussing on the PPR intranet or website, Link liaised directly with the staff of PPR over a period of three months to determine their level of understanding and approach to New Media consultation both within the organisation and externally as a path for their clients.

Link proposed the establishment of a New Media focussed team within the organisation. Primarily comprising a Director, Coordinator and Working group, this support team would also liaise directly with PPR consultants on individual campaigns.

In addition, the New Media Coordinator and Working Group could prepare documentation discussing existing technologies available to PPR staff and developing technologies. This advice could then be published on the intranet and regularly updated.

The Result

• development of an online Mc Happy Day registration system for potential celebrity volunteers,
• an Atherothrombosis web site increasing awareness of this serious health issue, and
• the ‘Issues Communications’ web site set up within PPR to focus specifically on ‘issues’ such as global warming and other environmental concerns.

Link’s New Media strategy also offers PPR the opportunity to track the success of a particular campaign through user interactivity and statistical reporting on the actual files developed for the campaign.

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