PR 2.0 The role of online media in Public Relations
Microsoft Home: http://www.youtube.com/watch?v=wF_x4uyM2bM
“ It is not the strongest of the species that survive, nor the most intelligent, but one most responsive to change.”
– Charles Darwin
PR Pro in 2009
The PR Professional’s Changing Role
The new roles of PR include:
Customer Service and relationship management
PR Pro in 2009
What is PR 2.0?
What is Web 2.0?
WEB 1.0 (web, search engines…)
WEB 2.0 (social media, interaction, active participation…)
WEB 3.0 - ?
What is PR 2.0?
Shift Communications , 2006
Integrating the PR efforts in the social media sphere.
PR 2.0 tools
In the "old days" of public relations, the press kit reigned king. Big bulky folders loaded with press releases, glossy photos, and slides were standard. Today you can simply direct a reporter to a page on your Website where all your press materials and high-definition artwork await, ready to be used. Often called an online newsroom or a press center, it's a huge time and money saver.
Social Media Release:
The emergence of SMR will soon dominate in interactions between journalists and PR people. Those who do not take the initiative to learn about the “new press release” will get left behind.
The blog—a journal of sorts that is an outlet for thoughts, opinions, and news—has caught the eye of the PR world and is regularly used as a tool to garner attention for a company. Used wisely, the blog is a great tool on many fronts. Blogs are easily linked to and can have their content misconstrued. Many bloggers have gotten into serious PR hot water from their blogs. Unless you’re looking for controversy, be responsible and careful about what you post.
Blogging is something that should be considered by everyone but implemented only by those who are committed to doing it well. A blog should not be a simple regurgitation of company news (although mentioning news is a great idea) but rather should offer a unique perspective, commentary, and resources on your subject matter. Blogging Registered blogs on Blog.com.mk: ~30.000 (+ Blogger.com, Wordpress.com…) Active Macedonian bloggers: ~500
The podcast was originally intended to turn Website content into audio content that can be downloaded onto an iPod. What makes podcasting special is that it allows people to publish (podcast) radio shows that interested listeners can subscribe to. Now people can automatically receive news shows with a simple subscription. Media and consumers can choose when and where they listen to your information.
Building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services.
The main types of social networking services are those which contain directories of some categories (such as former classmates), means to connect with friends (usually with self-description pages), and recommender systems linked to trust. Popular methods now combine many of these, with MySpace and Facebook being the most widely used in North America; Nexopia (mostly in Canada ); Bebo , Facebook, Hi5 , MySpace, Tagged , Xing ; and Skyrock in parts of Europe; Orkut and Hi5 in South America and Central America ; and Friendster , Orkut, Xiaonei and Cyworld in Asia and the Pacific Islands.
There have been some attempts to standardize these services to avoid the need to duplicate entries of friends and interests (see the FOAF standard and the Open Source Initiative ), but this has led to some concerns about privacy.
Facebook Macedonian people on Facebook: ~90.000
MySpace Macedonian users of MySpace: ~3.000
hi5 Macedonian users of hi5: ~72.000
Prijateli.com.mk Macedonian users of Prijateli: ~15.000
Two other forms of social media that should not be ignored are Webinars and podcasts. While neither of these is new to the consumer, the use of them in PR is relatively new.
Using a Webinar to promote a new product or service is also a great way to offer an interactive format for journalists. Imagine the benefit of offering a Webinar instead of a press event that the media have to physically attend: They can get the scoop right from their desktops! Also with a Webinar, your material lives on much longer than just the day of the event. Tip: Consider moving to a Webinar format to announce milestones or to introduce products.
Wikis PR professionals can create a shared space in which to provide information to reporters. From interview source contact information to comprehensive product/company background, a wiki site can become a living media kit. Free wiki sites, like PBwiki , offer security features to protect updates and email notification options. Wiki page(s) are created with user generated content and can be edited in real-time to best meet the needs of reporters. Wikis
Online photo sharing
Online Photo Sharing
LinkedIn Macedonian people on LinkedIn: ~3.500
Microblogging Twittering Macedonian people on Twitter: ~200 (100 active)
PR 2.0 TOOLS TO COME
10 New Social Media Tools
for PR Professionals and Journalists
Digital media pitching
Today’s top two PR 2.0 tools in the world are PitchEngines , which are social networking sites that connects PR professionals, bloggers and journalists.
MyMediaInfo The MyMediaInfo pitch engine is a comprehensive new media database with hundreds of thousands of media contacts/new influencers as well as additional PR tools including editorial calendars and outlet profiles.
PitchEngine Still in beta stage, PitchEngine offers a full suite of Web 2.0 tools for PR professionals and journalists (i.e. links to your social network profiles, video and audio capabilities, etc…). Readers may opt to receive a release on any social networks they belong to. If a reporter or blogger likes what I pitch, they can subscribe to my releases via RSS.
ReportingOn Still in its beta stage, this social network is designed for reporters to discuss their beat or stories. An asynchronistic communication style similar to Twitter, the question this time is, “What are you reporting on?” There are around 600 reporters and professionals from around the world subscribed to the network. Journalists have the ability to tag their beat(s) making it easy for PR professionals to find reporters and offer sources.
Journalisted Developed by Martin Moore of Media Standards Trust, this site is meant for consumers to search their favorite reporters and stay up to date on their work. It currently boasts more than 100,000 unique users. Unfortunately, it currently features only reporters in the UK. PR professionals can check the site before pitching a reporter in the UK to read their recent work.
Media People Using Twitter I have yet to find a truly comprehensive list of all reporters on the microblogging site Twitter . However, this is the closest I’ve come. A wiki site dedicated to journalists on Twitter. The wiki page is organized by geographic location, offering an easy-to-use guide.
Help a Report Out (HARO) The brainchild of Peter Shankman , this is the only free resource I am aware of where reporters submit queries directly to PR professionals – no strings attached. Subscribers to the list serve receive up to three daily emails, each with anywhere from 15-30 queries per email. It is a win-win tool for both journalists and PR professionals.
Twellow Seek one another out and connect. It’s a beautiful thing when PR professionals and journalists form a relationship before either one needs anything from the other. Type in a key word such as “journalist” or “public relations” (big surprise) and start following. The search content is based on a person’s Twitter bio, making the results surprisingly accurate.
BeatBlogging.org A resource for beat bloggers, PR professionals can use this as a source to build a strong pitch distribution list. More and more reporters every day are looking to blogs for trends and upcoming story ideas. Participants can nominate reporters as “innovative” leaders where they may be featured on the frequently updated Leaderboard.
WiredJournalists.com Created for reporters, editors, executives, students and faculty, this tool is for journalists with access to limited resources. The members of the network keep up with Web 2.0 trends and share resources with one another. Even if you don’t visit the site frequently, it’s a nice resource to keep your finger on the pulse of new journalism trends.
Your Pitch Sucks (YPS) Submit your draft pitch to public relations experts for a serious review. They will let you know whether or not your pitch is up to par (and if it’s not they offer suggestions). If you are a freelancer and need another set of eyes to review your work, this saves a few headaches.
CONVERSATE WITH PR 2.0
Steps to PR 2.0
LISTEN . It all starts with Google
DEFINE . Map out the niches relevant to your audience.
BUILD RELATIONSHIPS . Connect as deeply with people. This is the end result of your efforts.
PR 2.0: The bottom line…
“ PR 2.0, social media, the next generation of PR—whatever you want to call it, is taking advantage of the new technology tools available to your business is a cost-effective way to expand your outreach.
It is a new way to think, but once you get used to using these social media tools, your public relations program will become easier and reach farther.
Bottom line: With PR 2.0 you are limited only by your creativity and your imagination.”
Brian Solis , PR 2.0 guru
BRANKA BUGARISKA PR DIRECTOR, NEW MOMENT NEW IDEAS COMPANY
The work “PR 2.0: The Role of Online Media in Public Relations” is licensed under a Attribution-NonCommercial-ShareAlike 2.5 Macedonia License You can see the copy of the licence on: http://creativecommons.org/licenses/by-nc-sa/3.0/ or write to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.