Online Public Relations
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Online Public Relations
Online Public Relations (E-PR, Digital PR) refers to the use of the internet to communicate with both potential and current customers in the public realm. It functions as the web relationship influence among the cyber citizens and it aims to make desirable comments about an organization, its products and services, news viewed by its target audiences and lessen its undesirable comments to a large degree. Online public relations shows differences from traditional public relations. One of these is associated with its platforms. Compared with traditional public relations channels (such as TV, radio and printed press), the network systems used for online public relations vary from search to social platforms. In the era of digital marketing, the major online public relations tools for the public relations professionals and marketers such as content marketing, search engine optimization are the results of mixture of digital technologies and public relations. Those approaches have become the ...
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Public Relations
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The exposure mostly is media-based. This differentiates it from advertising as a form of marketing communications. Public relations aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising also known as paid media. But in the early 21st century, advertising is also a part of broader PR activities. An example of good public relations would b ...
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Digital Marketing
Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet ch ...
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Content Marketing
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users. Content marketing attracts new customers by creating and sharing valuable free content. It helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. Content marketing starts with identifying the customer's needs. After that the information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Content marketing requires continuous ...
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Search Engine Optimisation
Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic (known as "natural" or "organic" results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine when websites rank higher on the search engine results page (SERP). These visitors can then potentially be converted into customers. History Webmasters ...
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Buzz Marketing
Marketing buzz or simply buzz—a term used in viral marketing—is the interaction of consumers and users of a product or service which amplifies or alters the original marketing message. This emotion, energy, excitement, or anticipation about a product or service can be positive or negative. Buzz can be generated by intentional marketing activities by the brand owner or it can be the result of an independent event that enters public awareness through social or traditional media such as newspapers. Marketing buzz originally referred to oral communication but in the age of Web 2.0, social media such as Facebook, Twitter, Instagram and YouTube are now the dominant communication channels for marketing buzz. Strategies Some of the common tactics used to create buzz include building suspense around a launch or event, creating a controversy, or reaching out to bloggers and social media influencers. Social media participants in any particular virtual community can be divided into three ...
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Alpha Consumer
An alpha consumer is someone that plays a key role in connecting with the concept behind a product, then adopting that product, and finally validating it for the rest of society. The term was coined by entertainment economist Michael Wolf in 1999 and published in his book ''The Entertainment Economy''. The example given by Michael Wolf in ''The Entertainment Economy'' was: The first few people to see the next hot movie, the first few people to own a cellular phone, the first few people to wear the new pastels and brights—all achieve a status boost by being in the know, being the one others follow. I call these trendsetters 'alpha consumers'. Theirs is the key role of connecting with the concept behind a product, then adopting that product, and finally validating it for the rest of society. If hits are like explosions, alphas are at the epicenter. They feel the first vibrations of the explosion and transmit them to the rest of the culture. Alphas are not the same for every produc ...
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Paper Magazine
''Paper'' (also known as ''Paper Mag'') is a New York City-based independent magazine focusing on fashion, popular culture, nightlife, music, art, and film. Initially produced monthly, the magazine eventually became a quarterly publication, and a digital version was made available online at ''papermag.com''. In 2020, physical production of the magazine was paused following the onset of the COVID-19 pandemic in the United States. Digital content still continues to be published via the website. History ''Paper'' was founded in 1984 by Kim Hastreiter and David Hershkovits, former editors at the ''SoHo Weekly News,'' with help from Lucy Sisman and Richard Weigand''.'' Beginning as a monthly print magazine in the form of a black and white 16-page fold-out, it has since transformed into a quarterly print and digital magazine. Past cover models include Kim Kardashian, Katy Perry, Miley Cyrus, Prince, CL, Kacey Musgraves, Jennifer Lopez, and BTS. In 2017, Hastreiter and Hershkovits s ...
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Kim Kardashian
Kimberly Noel Kardashian (formerly West; born October 21, 1980) is an American socialite, media personality, and businesswoman. She first gained media attention as a friend and stylist of Paris Hilton, but received wider notice after the sex tape ''Kim Kardashian, Superstar'', shot in 2003 with her then-boyfriend Ray J, was released in 2007. Later that year, she and her family began to appear in the E! reality television series '' Keeping Up with the Kardashians'' (2007–2021). Its success led to the formation of the spin-off series '' Kourtney and Kim Take New York'' (2011–2012), ''Kourtney and Kim Take Miami'' (2009–2013), and Hulu's '' The Kardashians'' (2022). Kardashian has developed a significant presence online and across numerous social media platforms, including hundreds of millions of followers on Twitter and Instagram. With sisters Kourtney and Khloé, she launched the fashion boutique chain Dash, which operated from 2006 to 2018. Kardashian founded KKW ...
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Reputation Management
Reputation management, originally a public relations term, refers to the influencing, controlling, enhancing, or concealing of an individual's or group's reputation. The growth of the internet and social media led to growth of reputation management companies, with search results as a core part of a client's reputation. Online reputation management, sometimes abbreviated as ORM, focuses on the management of product and service search engine results. Ethical grey areas include mug shot removal sites, astroturfing customer review sites, censoring complaints, and using search engine optimization tactics to influence results. In other cases, the ethical lines are clear; some reputation management companies are closely connected to websites that publish unverified and libelous statements about people. Such unethical companies charge thousands of dollars to remove these posts – temporarily – from their websites. This field of public relations has developed extensively, with ...
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Google Alerts
Google Alerts is a content change detection and notification service, offered by Google. The service sends emails to the user when it finds new results—such as web pages, newspaper articles, blogs, or scientific research—that match the user's search term(s). In 2003, Google launched Google Alerts, which were the result of Naga Kataru's efforts. His name is on the three patents for Google Alerts. Google reported the system was not functioning properly as of 2013: "we're having some issues with Alerts not being as comprehensive as we'd like". However, the service is still operational and completely accessible around the world. See also * List of Google products The following is a list of products, services, and apps provided by Google. Active, soon-to-be discontinued, and discontinued products, services, tools, hardware, and other applications are broken out into designated sections. Web-based produc ... * Media monitoring service References External links * ...
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Marketing Communications
Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion. MC are made up of the marketing mix which is made up of the 4P's: Price, Promotion, Place and Product, for a business selling goods, and made up of 7P's: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service-based business. Overview Marketing communications include advertising, promotions, sales, branding, campaigns, events, and online promotions. The process allows the public to know or understa ...
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