Online media form a crucial part of our PR strategy. Because online media become increasingly important for the public to make decisions, formulate opinions and to spring into action. The website of an organization, possible news mails, the effective use of search engines and Social Media should be an integrated part of every communication plan. Unfortunately, this isn't always the case.
Online PR September 4th 2009 Social Media 'Refresh' May 5th 2010
Linking partner for stakeholder generated media
Contemporary man lives and works in an online community. He twitters, texts, mails, surfs and shops online. Day in, day out: behind his computer, when queuing for lunch, in motorway traffic jams, when collecting the children from school... Coebergh has spent the last few years intensively researching the (im)possibilities of the Internet as a publicity generator. We don’t just monitor our clients' online presence and visibility 24/7, we also actively influence it, both qualitatively and quantitatively. We do this by blogging, by posting items on the web, by actively participating in social networking sites, and by otherwise contributing to the online presence of our clients and provide information about their activities. In doing so we never lose sight of the fact that ‘links are the capital of the internet’. Naturally, we also dedicate ample time to archiving and measuring results.
Honesty and transparency make you vulnerable. Be honest and transparent anyway.
Mother Teresa
Cases
Blog Suitcase facilitates bloggers and twitterati
During the Amsterdam International Fashion Week in January 2010 Coebergh organised the successful Blog Suitcase experiment. Prominent Dutch fashion bloggers and twitterati sat front row at the Fashion Week (for the first time in The Netherlands) and they could blog and twitter directly during the shows, thanks to our real time pictures and a fast internet connection. The experiment was such a success that the phenomenon itself was discussed extensively in the media. Since then we also used the Blog Suitcase during other events where it's important that the live coverage is fast and high quality – including images.
Mama Cash and Social Media
The Campaign 88 days from women's rights fund Mama Cash aims to reach women engaged with their 'sisters', that live in significantly poorer conditions than themselves. Donations are won in a playful way: their campaign site encourages people to organise a dinner party and ask their guests for a financial contribution to women's rights worldwide. PR-wise we concentrated on activities online. Ambassador of Mama Cash, entertainer Angela Groothuizen, put forward her personal Hyves account (Hyves is the most popular Dutch social network) to promote the campaign and joined several relevant online network groups. And by blogging, posting and engaging in online discussions Mama Cash also found a new audience.
NESCAFÉ Dolce Gusto
The new generation coffee maker that enables people to produce their favourite coffee at home. This little device, known as the Dolce Gusto, caused quite a stir in the offline media, and enjoyed a tidal wave of online PR hype. Online articles attracted much response, and forum discussions were filled with coffee enthusiasts. In addition to monitoring these discussions, Coebergh also wrote a number of blogs about this coffee-making phenomenon. Our blog, “Dolce Gusto versus other coffeemakers”, even ranked for several weeks as the most-widely read blog on Dutchcowboys.
