WHAT IS PR 2.0?

• Direct conversation with public– Elimination of middleman

• Relationship building– Mutually beneficial

• Customers as “followers”• Social media domination

BUT HOW CAN I SUCCEED?

STRONG SOCIAL MEDIA PRESENCEcan u name

them all?

CONSISTENT IMAGE

….to build your personal brandWatch what you tweet!

GOOD CONTENT

• Feed your target market• Remain relevant

– Up-to-date info– Specific point of view– Write about related topics

• Choose your mediums– Focus on a few SM apps/pages & dedicate

yourself to them– Spreading yourself too thin can result in weak

image & cause overwhelm

UNDERSTAND YOUR AUDIENCE

Who are my readers?How can I reach them?

Why would they listen to me?

BUT HOW CAN I COMBINE THESE ELEMENTS

TOGETHER?

BY TELLING A STORY….of course!

if you don’t, you may end up here….

TELLING THE STORY• Imperative to success• Establish brand mantras

– The use of stories to establish core brand objectives• Resonate with audience

– Engage audience– Make them feel included

• Authenticity & originality– How is your story different?

• Reach out through different mediums• Learn from feedback & engage in conversation

– Adds credibility– Builds trust– Creates mutually beneficial relationship

• Monitor & track your brand– Growth in followers– Measurement system– Online reputation

TELLING THE STORY…tactics 4 success

• Include pictures, videos, sound– Heightened interest through use of visuals– Facilitates greater understanding

• Use metaphors– Help narrative by forming mental pictures – Stays in memory longer

• Pinpoint conversations relevant to your brand– Which SM conversations is your audience

active in?

BUT HOW CAN I GET MY STORY OUT THERE?

GETTING NOTICED

• Establish SEO strategy– Leverage search engines– Makes it easier for potential “followers” to find

you– Helps to create “embassies” within a sphere of

social networks• Builds trust & salience

• Utilize “Google Ad Words Keyword Tool”

PR 2.0 IN PRACTICE50 ALTERNATIVE WAYS TO CONSUME

NEWS IN 2010….an experiment by Adam Vincenzini (PR veteran @ Paratus Communications)

• Jan. 1, 2010 gave up newspapers for a year• Main replacements:

1. People 4. All Top2. Twitter 5. Yahoo Pipes3. Google Reader 6. Screensaver News

• Findings:– Blackberry more important than ever– Quantity replacing quantity

BUT HOW DOES PR 2.0 AFFECT YOUR

BUSINESS?

PR 2.0 & Your Business

• Encourage employees to engage in SM– Implement policies– Encourage webinars/seminars– Evaluate resources to ensure you can

support social media monitoring

• Relationship building“Companies that don’t realize their markets are now

networked person-to-person and deeply joined in conversation are missing their best opportunities”

EVEN EINSTEIN AGREES

“Few people are capable of expressing with equanimity opinions which differ from the

prejudices of their social environment. Most people are even incapable of forming such

opinions”

• Takes a courageous person to go against the grain & illustrate a new approach, own it & take risks.

• Just because everyone is doing it does not mean it is great (even if it gets a lot of votes on digg!)

EVEN EINSTEIN AGREES

“Everyone should be respected as an individual, but no one

idolized”

• We don’t need a bunch of internet celebrities

• We need people that work hard to make a difference

EVEN EINSTEIN AGREES

“Strive for value, not success”

• Everyone defines value differently• See how your audience defines it, and

deliver to them relentlessly!

PR 2.0 in Summary

• PR practitioners do not play the same role as they used to

• PR Practitioner = Media Producer– Uses a hybrid of online, social and traditional

mediums to reach audience– Story tellers– Utilizes various media forms to deliver key

message– Social capital– Building loyal following