Do or Die How broadband connectivity is affecting public relations and what  you  can do about it By Ben Wylie
&quot;PR 2.0 puts the public back in public relations“ - Deirdre Breakenridge <ul><li>But what does this mean? </li></ul><...
What is going on? <ul><li>Social media is becoming more prominent in the world of PR </li></ul><ul><li>Self publishing dom...
The dialogue <ul><li>Note James Grunig’s  Strategic, Management, Behavioral Paradigm </li></ul><ul><li>This school of thou...
 
Corporate implications <ul><li>Many organizations feel like they have less control over their image </li></ul><ul><ul><li>...
Implication for PR <ul><li>More than ever, PR is about the story </li></ul><ul><li>This relates to the concept of a narrat...
What will happen to PR? <ul><li>PR practitioners will have to adapt </li></ul>
But are they adapting fast enough? <ul><li>James Grunig  doesn’t think so </li></ul><ul><li>Brian Solis thinks they will  ...
How are companies adapting? <ul><li>Realize that your online presence is both a sound piece and an earpiece </li></ul><ul>...
How are the best adapting continued… <ul><li>Communicate directly with their customers and other stakeholders </li></ul>
Best Buy <ul><li>Best Buy was an early adopter and a  great example  of how to react to angry online media </li></ul><ul><...
How companies aren’t adapting <ul><li>They forget that social media requires honesty and integrity </li></ul><ul><ul><li>I...
How to survive the revolution as a PR practitioner <ul><li>Invest in your online identity </li></ul><ul><ul><li>Create an ...
How to survive continued… <ul><li>View the changing environment as an opportunity! </li></ul><ul><li>Familiarize yourself ...
Sources <ul><li>http://www.personalbrandingblog.com/ </li></ul><ul><li>http://www.youtube.com/watch?v=WGHoX3XBsQQ </li></u...
Sources continued… <ul><li>http://www.forbes.com/2005/03/07/cx_cw_0308hate.html </li></ul><ul><li>http://propr.ca/2010/soc...
Upcoming SlideShare
Loading in...5
×

Do or Die

363

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
363
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Do or Die

  1. 1. Do or Die How broadband connectivity is affecting public relations and what you can do about it By Ben Wylie
  2. 2. &quot;PR 2.0 puts the public back in public relations“ - Deirdre Breakenridge <ul><li>But what does this mean? </li></ul><ul><li>Social media has enabled a two-way symmetrical dialogue between the organization and the public </li></ul>
  3. 3. What is going on? <ul><li>Social media is becoming more prominent in the world of PR </li></ul><ul><li>Self publishing dominates online news </li></ul><ul><li>The internet is a largely uncontrollable communications vehicle </li></ul><ul><ul><li>Publics can respond visibly on a scale never before seen </li></ul></ul><ul><li>Reviews cannot be filtered by companies </li></ul>
  4. 4. The dialogue <ul><li>Note James Grunig’s Strategic, Management, Behavioral Paradigm </li></ul><ul><li>This school of thought stresses the need for two-way symmetrical communication with an audience </li></ul><ul><li>Bob Pickard illustrated this in the use of corporate blogs and gatherings to promote Ambien sleeping medication in Japan </li></ul>
  5. 6. Corporate implications <ul><li>Many organizations feel like they have less control over their image </li></ul><ul><ul><li>Open forums for communication mean that trash talk, rumours and exaggerations can be written by anyone but can’t be removed by the company </li></ul></ul><ul><ul><li>Note the advent of corporate hate sites </li></ul></ul>
  6. 7. Implication for PR <ul><li>More than ever, PR is about the story </li></ul><ul><li>This relates to the concept of a narrative as the “basic unit of currency” as stated by SMOJOE </li></ul><ul><li>PR has also become more personal </li></ul><ul><li>PR practitioners need not fear </li></ul><ul><ul><li>Although the game has changed PR practitioners are as valuable as ever </li></ul></ul>
  7. 8. What will happen to PR? <ul><li>PR practitioners will have to adapt </li></ul>
  8. 9. But are they adapting fast enough? <ul><li>James Grunig doesn’t think so </li></ul><ul><li>Brian Solis thinks they will change when they have to </li></ul>
  9. 10. How are companies adapting? <ul><li>Realize that your online presence is both a sound piece and an earpiece </li></ul><ul><li>Use company blogs instead of archaic newsletters to bring social media closer to home (note Brian Dunn’s Best Buy blog) </li></ul><ul><li>Track company’s online presence and popular perception ( Meltwater , Cision etc.) </li></ul><ul><li>Understand the importance of online media relations (blogger relations etc.) </li></ul>
  10. 11. How are the best adapting continued… <ul><li>Communicate directly with their customers and other stakeholders </li></ul>
  11. 12. Best Buy <ul><li>Best Buy was an early adopter and a great example of how to react to angry online media </li></ul><ul><ul><li>Responded to complaint blogs and brought company blogs in to keep their finger on the organization’s pulse </li></ul></ul><ul><ul><li>Also functioned as a way to contain and address customer service issues </li></ul></ul>
  12. 13. How companies aren’t adapting <ul><li>They forget that social media requires honesty and integrity </li></ul><ul><ul><li>It’s not just about plugging products or corporate branding </li></ul></ul><ul><ul><li>Two-way asymmetrical communication is obvious and poorly received in the online community </li></ul></ul><ul><li>They think that old PR rules no longer apply but many still do </li></ul>
  13. 14. How to survive the revolution as a PR practitioner <ul><li>Invest in your online identity </li></ul><ul><ul><li>Create an online portfolio </li></ul></ul><ul><ul><li>Check out this personal brand camp discussion to learn valuable your online identity is </li></ul></ul><ul><ul><li>Don’t forget to be yourself </li></ul></ul><ul><li>“ People expect to see the human side of company and, therefore, companies can no longer hide behind their monikers” - Deirdre Breakenridge </li></ul>
  14. 15. How to survive continued… <ul><li>View the changing environment as an opportunity! </li></ul><ul><li>Familiarize yourself with social media and make it work for you </li></ul><ul><li>Recognize that online interactions are about generosity (Joseph Thornley) </li></ul><ul><ul><li>Steam Whistle gave my blog more exposure by re-tweeting it because it reviewed their company favourably—we both helped eachother </li></ul></ul><ul><li>Don’t forget that you are joining communities that have cultures and rules </li></ul>
  15. 16. Sources <ul><li>http://www.personalbrandingblog.com/ </li></ul><ul><li>http://www.youtube.com/watch?v=WGHoX3XBsQQ </li></ul><ul><li>http://www.instituteforpr.org/files/uploads/SymmetricComm_IPRRC.pdf </li></ul><ul><li>http://socialmediators.ca/2010/social-mediators-1-personal-brand/ </li></ul><ul><li>http://fredericmartin.typepad.com/ </li></ul><ul><li>http://www.theglobeandmail.com/report-on-business/employers-sidestep-recruiters-to-tap-social-media/article1359961/ </li></ul><ul><li>http://www.twistimage.com/blog/archives/personal-branding-rip/ </li></ul><ul><li>http://twitter.com/#search?q=%23pbcQ9 </li></ul><ul><li>http://www.briansolis.com/2008/04/in-blogger-and-media-relations-your/ </li></ul><ul><li>http://www.aboutmcdonalds.com/mcd/csr/blog.10829.2446408.html </li></ul><ul><li>http://forums.bestbuy.com/bb/ </li></ul><ul><li>http://www.bbycommunications.com/briandunn/ </li></ul><ul><li>http://meltwater.com/en/who-we-are </li></ul><ul><li>http://ca.cision.com/ </li></ul><ul><li>http://www.briansolis.com/2009/06/state-of-pr-marketing-and/ </li></ul><ul><li>http://www.youtube.com/watch?v=WGHoX3XBsQQ </li></ul><ul><li>http://socialmediators.ca/2010/social-mediators-1-personal-brand/ </li></ul>
  16. 17. Sources continued… <ul><li>http://www.forbes.com/2005/03/07/cx_cw_0308hate.html </li></ul><ul><li>http://propr.ca/2010/social-mediators-2-are-you-always-one-of-us/ </li></ul>

×