Emakina Academy #11 : from PR 1.0 to PR 2.0

Public Relations 2.0 Flagey / Brussels / 5th November

From PR 1.0 to PR 2.0 Brice Le Blévennec President Emakina

From PR 1.0 to PR 2.0 To start it out, a few simple thruths about PR •  Public Relations (PR) focus on awareness and reputation •  Basically, PR is made of three ingredients: * What you do * What you say * What others say about you

From PR 1.0 to PR 2.0 PR is not synonymous with advertising « Advertising, pay for it. PR, pray for it » (old conventional wisdom)

From PR 1.0 to PR 2.0 The vector of PR is communication Basically, communication involves four elements: 1. Sender 2. Channel 3. Receiver 4. Relay

From PR 1.0 to PR 2.0 In the past, things were pretty simple 1. Sender → your company 2. Channel → press release 3. Receiver → journalists 4. Relay → mainstream media That was the good old time...

From PR 1.0 to PR 2.0 ...and then came an earthquake called “social media” forums wiki virtual worlds blogs YouTube social networks podcasting folksonomy user-generated content RSS social bookmarking …to name but a few

From PR 1.0 to PR 2.0 Social media have a dramatic impact on the usual communication process 1. Sender → your company 2. Channel → press release and blogs, social networks, Wikipedia, search engines... 3. Receiver → journalists and end consumers 4. Messenger → mainstream and social media 5. Immediate feed-back on the communication

From PR 1.0 to PR 2.0 Power to the people! •  Social media set on stage a new actor called the end consumer. Internet users have more power than ever to access information, produce content and share their opinions. •  Don’t believe us? OK, let’s have a look at some search engine results that involve products and brands, directly or not...

From PR 1.0 to PR 2.0 3 major consequences to this new configuration

From PR 1.0 to PR 2.0 Consequence #1 •  The hurdles between your communication and the audience are collapsing. The era of mass media as unique gatekeepers of communication is definitely over. •  Old media model based on one-way communication is slowly dying. The monologue is turning into a conversation, a two- way interaction with your audience.

From PR 1.0 to PR 2.0 Consequence #2 •  In this new landscape, PR does no longer mean “catching-attention-of-journalists-to-make-some-noise-at- any-cost”. •  It’s now all about building long-term relation with the multiple opinion leaders who can exert a significant impact on your brand or your business, whether it is a journalist, a blogger, a community owner...

From PR 1.0 to PR 2.0 Consequence #3 •  The rise of social media also means the media landscape is more fragmented than ever before. •  This explosion requires the ability to build up integrated strategies that address each channel in a relevant way while keeping a brand consistency throughout your PR effort.

From PR 1.0 to PR 2.0 PR 1.0 PR 2.0 Small group of influencers Influencers (and buyers) are everywhere (mostly journalists) Top-down communication only Consumer in control, real-time feed-back One-way communication New conversation-based scheme Press release as default channels Explosion of channels: web, e-mail, blogs, social networks, micro-blogging... Small range of communication Growing fragmentation in the media channels landscape Fixed, well-known KPIs (e.g. advertising New ROI criteria: backlinks in the blogs, value of your PR results) views on YouTube, ranking on Google… and many others to be invented

From PR 1.0 to PR 2.0 “PR 2.0” : neither another new revolution, nor a simple upgrade of your PR strategy •  Not a revolution, because there’s no compelling reason to throw away your PR plans suddenly •  Not a simple upgrade, because a new media ecosystem is thriving and changing the way we elaborate communication plans •  During this Academy, we’ll show you how you can combine established PR practices with new tactics to enhance the impact of your interactive campaigns

Thank you! Any question? 19

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Emakina Academy #11 : from PR 1.0 to PR 2.0

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