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Public Affairs goes Digital - How New Media can change your businessBy: Pamela McDermott
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Digital Public Affairs is the practice of building relationships with your key stakeholders using new media techniques. It's not just about your website.
Digital Public Affairs helps your business use emerging technologies to ensure that your messages are found online and engage the decision-makers, constituents, clients and industry leaders are increasingly looking for information.
Conversations about your business or your issues are increasingly taking place online. These conversations take place with or without you.
Your website is the single, most important information source about your company. However a website is not enough, its what you do with that website and how your company uses the tools made available online. Think of your website as a 24/7 staff, protecting your credibility by ensuring that accurate information is frequently updated and always accessible.
The court of public opinion is accessible to anyone at anytime on the internet. This information can quickly build a case for or against your company or the position of your company, before you've had time to respond and opinions posted online never go away, negative statements are available, forever. You can build your case before a negative press piece comes out drastically reducing negative impacts. You can create a community of supporters before they are needed. The internet is an ally in advocacy, use it.
How Do I Gain Control of the Conversation?
Be pro-active, not stagnantGet ahead of the news cycle
Mitigate problems before they become major issues
Be on the front lines- be the ONLY source for where issues are addressed and questions are answered
Open lines of communication -Engage and grow advocates
Create unique, current content that is updated on a regular basis
Make sure it works
Track your results
Measure your success
What can McDermott Ventures do for me?
Conduct a "Digital Workshop" to asses your current online communications;Create an understanding of the digital tool-box: Make sense of Google, twitter, facebook, Linkedin to find out which vehicle is relevant to your business and further which can help you;
Develop, implement and update an online strategy to make your company relevant, its messages important and position your employees as 'experts in the field'.
Track and measure the traffic to help you refine your messages for the most impact; and
Use Google to get your company, project or initiative in front of your key audiences..fast.
