pr 2.0: putting the public back in public relations
DESCRIPTION
With the introduction of Web 2.0 and the growing rate of social media applications we are now connected more than ever. Web 2.0 complements PR by nurturing a collaborative environment that supports open conversation and information exchange. PR 2.0 allows PR professionals to have access to more people, more frequently than ever before. PR person's must immerse themselves in online communities, and continuously engage consumers and monitor conversations. The key is to listen, analyze and interpret consumer feedback, and forward key messages to brand decision makers. The largest challenge for PR professionals is to generate change. If change is achieved, customer satisfaction will increase and brand loyalty will grow exponentially.TRANSCRIPT
PR 2.0PR 2.0Putting the Putting the publicpublic back in public back in public
relationsrelations
PR 1.0PR 1.0
Something has changed…Something has changed…
PR, multimedia and the Web intersect and create a new breed
of PR marketers
– Brian Solis, PR 2.0, 2008– Brian Solis, PR 2.0, 2008.
PR 2.0PR 2.0
PR 2.0: PR 2.0: A Communicator’s ManifestoA Communicator’s Manifesto
““PR 2.0 puts the public back in public relations”PR 2.0 puts the public back in public relations”
The ability to speak to The ability to speak to moremore people, people, moremore quickly, quickly, moremore frequently frequently
24/7/365 direct conversation with end-users24/7/365 direct conversation with end-users
Open and honest, free-flowing dialogueOpen and honest, free-flowing dialogue
PR 2.0: What has changed?PR 2.0: What has changed?
1.1. The consumersThe consumers
2. The role of PR professionals2. The role of PR professionals
3. Community relations3. Community relations
1.1. The Active Consumer -The Active Consumer -Converge, Collaborate, ShareConverge, Collaborate, Share
Consumers get firsthand information.Consumers get firsthand information.
More information =More information = consumer powerconsumer power! !
End users know what they want.End users know what they want.
Relationship management is increasingly Relationship management is increasingly important. important.
Don’t cut out the PR middleman!Don’t cut out the PR middleman!
What?
2. The new role of PR professionals2. The new role of PR professionals
Target niche Web communities Target niche Web communities
Join the conversation & speak directly with end-usersJoin the conversation & speak directly with end-users
Constantly engage readersConstantly engage readers
Humanize the online brand & build trust Humanize the online brand & build trust
Monitor dialogue between consumersMonitor dialogue between consumers
““It’s crucial that you don’t just observe from the outside – It’s crucial that you don’t just observe from the outside – you need to be on the inside”you need to be on the inside”
– – Deidre Breakenridge, PR 2.0: A Communicator’s Manifesto, 2008.Deidre Breakenridge, PR 2.0: A Communicator’s Manifesto, 2008.
3. Community Relations3. Community Relations...the double edged sword...the double edged sword
If engaged correctly - online communities will offer If engaged correctly - online communities will offer accurate and authentic feedbackaccurate and authentic feedback
Incorrectly – tarnish the brands online reputationIncorrectly – tarnish the brands online reputation
Key to success: good blogger relations Key to success: good blogger relations Understand who they are, their beliefs and their viewsUnderstand who they are, their beliefs and their viewsEngage in active, ongoing conversation with themEngage in active, ongoing conversation with them
PR 2.0: THINK….PR 2.0: THINK….
Conversation Conversation NOTNOT messages messages
Community Community NOTNOT target audience target audience
Active influencers Active influencers NOTNOT static media list static media list
Two-way Two-way NOTNOT one-way dialogue one-way dialogue
-Melvin Yuan, PR 2.0: The Dynamics of Public Relations in a 2.0 World-Melvin Yuan, PR 2.0: The Dynamics of Public Relations in a 2.0 World
PR 2.0PR 2.0
Megan VickellMegan Vickell
www.meg-inanutshell.blogspot.comwww.meg-inanutshell.blogspot.com