Join "PR 2.0" author Deirdre Breakenridge along with Mike Lewis, Vice President of Marketing at Awareness, Inc. as they explore successful community building initiatives anchored by solid PR programs. Learn how successful marketing agencies and PR professionals are helping their clients build online communities through PR. Agencies and PR professionals alike will learn how they can analyze and strengthen their current public relations programs to increase their impact. Brands will gain insight into what to look for from their agencies and PR professionals. The experts will offer strategies and techniques to employ effective cost-cutting measures, demonstrate PR's value to management, and incorporate the latest technology into current PR strategies.

1. Building Community through PR Presenter: Deirdre Breakenridge Author of “PR 2.0” and “Putting the Public Back in Public Relations” Moderator: Mike Lewis @bostonmike VP of Marketing, Awareness, Inc .

2. Got Questions? Use the chat function in WebEx Join the conversation on twitter Submit questions using the hash tag: #awarenessinc Tech issues? please contact WebEx customer service

3. About Awareness

5. Putting the Public Back in Public Relations PR and Community Building Strategies & Tactics Putting the Public Back in Public Relations Solis • Breakenridge

14. “ It’s the listening that separates Social Media experts from Social Media theorists” – Brian Solis

15. The Conversation Prism Workflow Identify – Identify your key communities and networks based on the frequency of conversations and where they occur Observe – Observe the culture of the communities that define your online ecosystem Listen – Search and pay attention to important conversations related to your brand/industry Internalize – Dissect, analyze, and learn from the feedback and dialog in each community Route – Channel the information internally to the appropriate Groups. For example, customer service, marketing, PR, sales, etc.

16. The Conversation Prism Workflow Process – Determine the opportunities to improve products or services and implement the change Participate – Engage with customers, constituents, stakeholders, and influencers (both online and offline) Provide feedback and insight – Consistently monitor the discussions surrounding your brand and provide information that actively positions you and your company as a helpful resource to the communities that are important to you (building and maintaining relationships) Repeat – The process is always ongoing

17. Charting a Social Map

18. The Human Network

19. The Human Network

22. Putting the Public Back in Public Relations Solis • Breakenridge Sample social media release - the SMR includes images, videos, audio and a mechanism to share the information on multiple social networks.

23. Putting the Public Back in Public Relations Solis • Breakenridge When PR Builds Community: You make the difference!