Using PR 2.0 in 2009
PR 2.0 Main Aims <ul><li>Online Reputation Management </li></ul><ul><li>Communicating with the New Influencers </li></ul>
Online Reputation Management <ul><li>Hamleys </li></ul><ul><li>Top result for Hamleys Christmas presents is negative </li>...
Online Reputation Management <ul><li>Dell </li></ul><ul><ul><li>Search for Dell customer service </li></ul></ul>
Online Reputation Management <ul><li>Dell </li></ul>
Online Reputation Management <ul><li>Tools to Monitor Reputation  </li></ul><ul><ul><li>Google Alerts ( http://www.google....
Online Reputation Management <ul><li>Tools to Monitor Reputation  </li></ul><ul><ul><li>Technorati (http://technorati.com/...
Online Reputation Management <ul><li>Tools to Monitor Reputation  </li></ul><ul><ul><li>SM2 (http://techrigy.com) </li></u...
Communicating with the New Influencers <ul><li>Old World  </li></ul><ul><ul><li>People influenced by </li></ul></ul><ul><u...
Communicating with the New Influencers <ul><li>“… bloggers and their ideas have the capacity to travel as far as any tradi...
Overview of Social Media Tools <ul><li>RSS </li></ul><ul><ul><li>Push information to users  </li></ul></ul><ul><ul><li>Hea...
Overview of Social Media Tools <ul><li>Wikis </li></ul><ul><ul><li>Community edited website about any topic </li></ul></ul...
Social Media Release <ul><li>Has the following in HTML format </li></ul><ul><ul><li>Contact details </li></ul></ul><ul><ul...
Suggested Tasks for Discussion <ul><li>Produce PR Release in format that can be easily converted to social media release <...
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2008 Pr2

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PR 2.0 Discussion Document

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2008 Pr2

  1. 1. Using PR 2.0 in 2009
  2. 2. PR 2.0 Main Aims <ul><li>Online Reputation Management </li></ul><ul><li>Communicating with the New Influencers </li></ul>
  3. 3. Online Reputation Management <ul><li>Hamleys </li></ul><ul><li>Top result for Hamleys Christmas presents is negative </li></ul>
  4. 4. Online Reputation Management <ul><li>Dell </li></ul><ul><ul><li>Search for Dell customer service </li></ul></ul>
  5. 5. Online Reputation Management <ul><li>Dell </li></ul>
  6. 6. Online Reputation Management <ul><li>Tools to Monitor Reputation </li></ul><ul><ul><li>Google Alerts ( http://www.google.com/alerts ) </li></ul></ul>
  7. 7. Online Reputation Management <ul><li>Tools to Monitor Reputation </li></ul><ul><ul><li>Technorati (http://technorati.com/search?advanced) </li></ul></ul>
  8. 8. Online Reputation Management <ul><li>Tools to Monitor Reputation </li></ul><ul><ul><li>SM2 (http://techrigy.com) </li></ul></ul>
  9. 9. Communicating with the New Influencers <ul><li>Old World </li></ul><ul><ul><li>People influenced by </li></ul></ul><ul><ul><ul><li>Friends, Family and Colleagues </li></ul></ul></ul><ul><ul><ul><li>Journalists via newspapers, TV and magazines </li></ul></ul></ul>
  10. 10. Communicating with the New Influencers <ul><li>“… bloggers and their ideas have the capacity to travel as far as any traditional media source…” </li></ul><ul><li>R Bhargava VP Ogilvy PR </li></ul><ul><li>New World </li></ul><ul><ul><li>People influenced by </li></ul></ul><ul><ul><ul><li>Friends, Family and Colleagues </li></ul></ul></ul><ul><ul><ul><li>Journalists </li></ul></ul></ul><ul><ul><ul><li>And </li></ul></ul></ul><ul><ul><ul><li>Social Media (blogs, rss feeds etc) </li></ul></ul></ul>
  11. 11. Overview of Social Media Tools <ul><li>RSS </li></ul><ul><ul><li>Push information to users </li></ul></ul><ul><ul><li>Headline and one line summary </li></ul></ul><ul><ul><li>Readers built into Firefox and iGoogle </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Online journals </li></ul></ul><ul><ul><li>How to pitch to bloggers </li></ul></ul><ul><ul><ul><li>Read their blog </li></ul></ul></ul><ul><ul><ul><li>Help them get trackbacks and comments </li></ul></ul></ul><ul><ul><ul><li>Treat them like experts avoid the BS </li></ul></ul></ul>
  12. 12. Overview of Social Media Tools <ul><li>Wikis </li></ul><ul><ul><li>Community edited website about any topic </li></ul></ul><ul><ul><li>Ensure entries are up-to-date and accurate </li></ul></ul><ul><li>MicroBlogs </li></ul><ul><ul><li>Like Twitter </li></ul></ul><ul><ul><li>Useful for short (<140 char) updates </li></ul></ul>
  13. 13. Social Media Release <ul><li>Has the following in HTML format </li></ul><ul><ul><li>Contact details </li></ul></ul><ul><ul><li>Core facts </li></ul></ul><ul><ul><li>Quotes </li></ul></ul><ul><ul><li>Links to RSS feed </li></ul></ul><ul><ul><li>Related links (to provide additional support) </li></ul></ul><ul><ul><li>Tags for Del.icio.us, Digg this, Technorati </li></ul></ul>
  14. 14. Suggested Tasks for Discussion <ul><li>Produce PR Release in format that can be easily converted to social media release </li></ul><ul><li>Optimise Press release for SEO keywords </li></ul><ul><li>Write RSS entry </li></ul><ul><li>Set-up RSS feed for releases </li></ul><ul><li>Monitor and update Wikipedia entries </li></ul><ul><li>Identify supporting urls </li></ul><ul><li>Look at using PRWeb for release distribution </li></ul><ul><li>Checking Digg for what’s hot with bloggers to see if a release can be produced on that topic </li></ul>

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