PR 2.0
How Brands are Harnessing
Participatory Media in Public Relations
Course document by paul.marsden@clickadvisor.com
clickadvisor

PR 2.0
WHAT WE’LL COVER TODAY
WEB 2.0 TOOLS FOR PR COMMUNICATION (AKA PR 2.0)
http://www.flickr.com/photos/briansolis/2735401175/

YOUR FACILITATOR: DR PAUL MARSDEN - DIRECTOR CLICKADVISOR.COM,
AUTHOR CONNECTED MARKETING, 10 YEARS EXPERIENCE ONLINE COMMS.

Participatory Media
Corporate Blogs Expert Blogs
Web Apps
Changing Media Landscape Idea Blogs Blogger Outreach
Mobile Micro Blogs
Web 2.0:
A Primer for PR Execs Blogs & RSS:
The Web 2.0 News Release & Wire
Read/Write True Multimedia
Livecasting Video Blogs
User Generated Content
Lifesteaming Flogs
Wikis
PR 2.0
Social bookmarking
Social networks Social Media News Release Applications e-Commerce
Slide sharing Social tagging Mobile Crowdsourcing
Social Media & Social Networking:
PR 2.0: The Future
The Web 2.0 Press Pack & Contact Book
ARGs Video
Video sharing Document sharing
Communities
Social News Photo sharing
Open Innovation

WEB 2.0
10 SLIDE PRIMER FOR PR EXECS
clickadvisor

CONGRATULATIONS! YOU ARE PERSON OF THE YEAR

MEDIA: THE USER IS IN CONTROL
YOU CONTROL WHAT, HOW, WHEN, AND WHERE YOU SEE IT

MEDIA: THE USER IS IN CONTROL
YOU CONTROL THE CONTENT: 50% OF TOP SITES DRIVEN BY USER CONTENT

SOCIAL NETWORKING SITES
ARE OFFICIALLY MORE >100,000,000
NUMBER OF VIDEOS ON YOUTUBE
POPULAR THAN PORN SITES
Guardian Oct 23 2008 >16
HOURS/WEEK
>70,000,000 ONLINE FOR GEN Y
ONLINE IS #1 SOURCE NUMBER OF BLOGS
OF NEWS IN EU 83%
Jupiter 78%
BLOGS CONTAINING
TRUST PEER REVIEWS
ONLINE REVIEWS
(VS 18% TRUST IN ADS)
36%
THINK MORE POSITIVELY 55%
ABOUT ORGS WITH BLOGS 34%
INTERNET USERS WO HAVE
INTERNET USERS WHO
UPLOADED PHOTOS
HAVE POSTED A REVIEW
ONLINE MEDIA: A FEW FACTS AND FIGURES

WHERE’S THE MOUSE?
THE ALLEGORY FOR MEDIA TODAY (CLAY SHIRKY)

Would YOU recommend?
0 1 2 3 4 5 6 7 8 9 10
Detractor Passive Promoter
MEDIA: THE USER IS IN CONTROL
YOU CONTROL REPUTATION OF COMPANIES, BRANDS AND ORGANISATIONS

MEDIA: THE USER IS IN CONTROL
THE ONE NUMBER YOU NEED TO GROW: USER ADVOCACY

“To find something comparable you
have to go back 500 years to the
printing press, the birth of mass
media. Technology is shifting power
away from the editors, the
publishers, the establishment, the
media elite. Now it’s the people
who are taking control.”
Rubert Murdoch
MEDIA: THE USER IS IN CONTROL

THIS IS WEB 2.0:
PARTICIPATORY MEDIA - YOU MEDIA

WEB 2.0: THE SCIENCE BIT
THE DATABASE-BACKED WEB MAKES THE PARTICIPATORY WEB POSSIBLE

...journalists ...experts ...DJs
...broadcasters ...publishers ...critics
...editors ...archivists ...network owners
WEB 2.0 TRANSFORMS THE USER INTO...

Livecasting
Blogs PR 1.0 PR 2.0
IM
Texting
Lifestreaming News Releases Blogs
Podcasting Wire Services RSS
RSS
PR 2.0 Social media
Text
Press Packs
Multimedia
Social Media
Communities Address Books Social Networks
Social networks Messaging Conversations
Wikis Scheduled On-Demand
PR 2.0
USING WEB 2.0 TOOLS TO COMMUNICATE MORE EFFECTIVELY

“The future’s
already here, it’s
just unevenly
distributed”
William Gibson
SO WHAT FOR PR? (GLASS HALF FULL)
WE HAVE EXCITING NEW TOOLS FOR MORE EFFECTIVE COMMUNICATION

“Anything invented before you
were 18 has been there forever,
anything that turns up before
you're 30 is new and exciting,
and anything after that is a
threat to the world and must be
destroyed.”
Jim Griffin
SO WHAT FOR PR? (GLASS HALF EMPTY)
IF WE CLOSE OUR EYES MAYBE THE WEB WILL GO AWAY

HOW HAS WEB 2.0 ALREADY HAD
AN IMPACT ON HOW YOU DO PR?
SPEED BRAINSTORMING

Now
RSS,
wit h added
,
podcasts
s
lifestream
ts
& livecas
PR 2.0
BLOGS - THE NEWS RELEASE FOR A WEB 2.0 WORLD
clickadvisor

BLOG
http://uk.youtube.com/watch?v=NN2I1pWXjXI
• Online interactive news page (“web log”)
• Today’s news release
• Personal and/or professional news
• Personal perspective (editorial style)
• Easy to set up and use (70 million+)
• Readers can comment on stories (“posts”)
• Readers can subscribe to updates
• Organised, searchable and archived by story
• Supports multimedia content
• Linked together into communities
• Google loves them
BLOG PRIMER

THE BLOG: PR EXAMPLES
CORPORATE BLOGS - IDEA BLOGS - EXPERT BLOGS

PR USES FOR BLOGS
• Communicating news online
• Establishing expertise in your field
• Demonstrating thought leadership
• Engaging fans
• Interacting with stakeholders
• Putting a human face on organisation
• Engaging blogger community
• Managing crises
TECH RESOURCES
• Wordpress / Blogger (www.wordpress.org / www.blogger.com)
• MovableType (www.movabletype.com)
• Google Blog Search (www.blogsearch.google.com)
• Google PageRank (www.toolbar.google.com)
• Technorati (www.technorati.com)
THE BLOG - PR USES & TECH RESOURCES

1. Get a blog - and post your story to it
2. Use Google Blog Search/Google PageRank to
identify influential blogs around your keywords
3. Contact bloggers directly by email (use IM/blog
contact form to make first contact) with link and
short summary of your post, referring to one of
their posts relevant to your story
4. Offer a new angle to your post and include
multimedia/social media links (Don’t send/attach
PR SPAM (aka a Press Release)) - offering incentives
is ok
5. If you don’t get a reply, post a public comment to a
relevant post on their blog with a link to your story
PITCHING BLOGGERS - A SIMPLE FIVE POINT PLAN THAT WORKS

ASTROTURFING
• Manufactured grassroots PR using
deceptive techniques
FLOGS
• Fake blogs/posts of imaginary people
typically used for promotional PR purposes
ASTROTURFING AND FLOGS - KNOW THE RISKS

http://uk.youtube.com/watch?v=y-MSL42NV3c
PODCAST
• Video/Audio blog content
• Downloadable
• Syndicated
• Subscriptions
• Open format
• Device-agnostic
• Alternative to broadcasting
• Livecasting (live podcast)
PODCAST PRIMER

PODCASTING: PR EXAMPLES

PR USES FOR PODCASTS
• Communicating news online in multimedia format
• Establishing expertise in your field
• Adding value to your offer
• Event coverage
• Branded entertainment
• Contemporary alternative to White Paper
TECH RESOURCES
• iTunes (podcatching client) (www.itunes.com)
Wordpress (www.wordpress.org)
• Feedburner (podcast feed) (www.feedburner.com)
THE PODCAST: PR USES & TECH RESOURCES

http://uk.youtube.com/watch?v=0klgLsSxGsU
RSS
• Really Simple Syndication
• The Web’s newswire solution
• New fast way to get web content
• Subscribe to news updates (feeds)
• Receive all site updates in single place
• Offer news updates from your site
• Email client / browser based news reader
RSS PRIMER

http://www.shiftcomm.com/downloads/smprtemplate.pdf
RSS: PR EXAMPLES

PR USES FOR RSS
• Tracking news efficiently and conveniently
• Offering (custom) news feeds to stakeholders and journalists
TECH RESOURCES
• Feedburner (podcast feed) (www.feedburner.com)
• Wordpress (www.wordpress.org)
RSS: PR USES & TECH RESOURCES

http://uk.youtube.com/watch?v=ddO9idmax0o
Lifestreaming
• Micro-blogging
• Short SMS style news (text) updates (tweets)
• Mobile/RSS/IM to Mobile/RSS/IM
• “Mass” short messaging
• Subscription-based
MICRO-BLOGGING/LIFESTREAMING PRIMER

MICRO-BLOGGING/LIFESTREAMING: PR EXAMPLES

PR USES FOR LIFESTREAMING
• Live coverage of events
• Announcements
• Crisis management
• Calls to action
TECH RESOURCES
• Twitter (www.twitter.com)
• Friendfeed (feed aggregator/reader) (www.friendfeed.com)
MICRO-BLOGGING/LIFESTREAMING: PR USES & TECH RESOURCES

OUTLINE A PR CAMPAIGN FOR ONE OF YOUR
CLIENTS USING BLOGS AND RELATED TECHNOLOGY
(RSS, PODCASTING, LIFESTREAMING/
MICROBLOGGING)
WHO YOU’D TARGET
HOW YOU’D ENGAGE THEM
HOW YOU’D MEASURE SUCCESS
SPEED BRAINSTORMING

ial
s, Soc g,
Wiki arkin
m
B ook haring,
-s g
M edia tworkin
Ne
So cial ore
an dm
PR 2.0
SOCIAL MEDIA & SOCIAL NETWORKING
PRESS PACK AND CONTACT BOOK FOR A WEB 2.0 WORLD
clickadvisor

http://uk.youtube.com/watch?v=MpIOClX1jPE
Social Media
• Umbrella term “Participatory Media”
• Blogs, wikis, media and idea sharing
• User generated content
• User editing
• User contributions
• User voting/rating
• User commenting
• Collaborative media
• Re-branded “viral”
SOCIAL MEDIA PRIMER

SOCIAL MEDIA: PR EXAMPLES

SOCIAL MEDIA: SPEED BRAINSTORM

Mentos: \"We are tickled pink by it,\"
says Pete Healy, vice president of Coke: \"We would hope people
marketing for the company's U.S. want to drink [Diet Coke] more
division. The company spends less than try experiments with it,\"
than $20 million on U.S. advertising says Coke spokeswoman Susan
annually and estimates the value of McDermott. She adds that the
online buzz to be \"over $10 \"craziness with Mentos ... doesn't
million.” [Mentos capitalised on this fit with the brand personality\" of
by sponsoring a “Mentos geyser” Diet Coke
video competition]
SOCIAL MEDIA MEANS UPDATING COMMAND-AND-CONTROL
COMMUNICATION TO A NEW CONNECT-AND-COLLABORATE MODEL

SOCIAL MEDIA: PR EXAMPLES

SOCIAL MEDIA: PR EXAMPLES

SOCIAL MEDIA: BUZZ MONITORING

PR USES FOR SOCIAL MEDIA
• Establishing Thought Leaderhship
• Delivering Stakeholder Value
• Stakeholder Engagement
• Innovation & Planning
TECH RESOURCES
• Opinion sharing (www.wordpress.com / www.blogger.com)
• Video sharing (www.YouTube.com)
• Image sharing (www.Flickr.com)
• Bookmark sharing (www.Delicious.com)
• News sharing (www.digg.com)
• Document sharing (www.Issuu.com / www.Scribd.com)
• Knowledge sharing (www.wikipedia.com / www.wetpaint.com)
• Presentation sharing (www.slideshare.net)
• Radian6 (www.radian6.com) / Polldaddy (www.polldaddy.com)
SOCIAL MEDIA: PR USES & TECH RESOURCES

http://uk.youtube.com/watch?v=vPU4awtuTsk http://uk.youtube.com/watch?v=x66lV7GOcNU
SOCIAL MEDIA PRIMER (PHOTO SHARING/SOCIAL BOOKMARKING)

http://uk.youtube.com/watch?v=-dnL00TdmLY
Wiki (“wiki” means fast in Hawaiian)
• Social media knowledge hub
• Collaborative document/site creation
• Multiple contributors
• Users can edit, write and save changes
• Also create new pages and link them
• Harnesses collective intelligence
• Super-charged user forum
• Supports multimedia content
• No software needed, just a browser
WIKI PRIMER

WIKIS: PR EXAMPLES

PR USES FOR WIKIS
• Establishing expertise
• Stakeholder engagement
• Project management/coordination
• Value delivery
TECH RESOURCES
• Wikipedia (www.wikipedia.com)
• Wetpaint (custom wikis) (www.wetpaint.com)
WIKIS: PR USES & TECH RESOURCES

http://uk.youtube.com/watch?v=6a_KF7TYKVc
Social Networking
• Web 2.0 Contact Book
• Online “people” networks
• Professional networks
• Personal networks
• Passion networks
• Manage current contacts
• Help find new contacts
• Communicate with contacts
SOCIAL NETWORKING PRIMER

SOCIAL NETWORKING: PR EXAMPLES

PR USES FOR SOCIAL NETWORKING
• Contact management
• Sponsoring affinity groups
• Sponsoring widgets (value delivery)
TECH RESOURCES
• Facebook (www.facebook.com)
• LinkedIn (www.linkedin.com)
• Ning (www.ning.com)
SOCIAL NETWORKING: PR USES & TECH RESOURCES

OUTLINE A PR CAMPAIGN FOR ONE OF YOUR
CLIENTS USING SOCIAL MEDIA AND/OR SOCIAL
NETWORKING TOOLS
WHO YOU’D TARGET
HOW YOU’D ENGAGE THEM
HOW YOU’D MEASURE SUCCESS
SPEED BRAINSTORMING

s,
App deo
i
ile, V ing,
Mob sourc
d g,
C row mputin
Co
C loud merce
Com
PR 2.0
EMERGING TRENDS AND A FIVE POINT PR 2.0 PLAN
clickadvisor

1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN
PULLING IT ALL TOGETHER - A FIVE POINT PR 2.0 PLAN

1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN
Would YOU recommend?
0 1 2 3 4 5 6 7 8 9 10
Detractor Passive Promoter
+ What’s the one thing we could do to improve?
PUT IN PLACE A LISTENING STRATEGY TO TRACK WHAT PEOPLE ARE SAYING
ABOUT YOU AND YOUR CATEGORY

1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN
ENGAGE WITH THE CONVERSATION
JOIN IN AND PARTICIPATE IN CONVERSATIONS WHERE THEY HAPPEN

1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN
SHARE CONTENT
UNLEASH YOUR NEWS AND ASSETS BY SHARING FREELY

1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN
BUILD COMMUNITY
HELP STAKEHOLDERS CONNECT, CONVERSE AND COLLABORATE

1. LISTEN 2. ENGAGE 3. SHARE 4. BUILD 5. LEARN
LEARN FROM YOUR AUDIENCE
USE PR AS A STRATEGIC FEEDBACK LOOP

AND FINALLY - THREE EMERGING TRENDS IN PR

THE FUTURE OF PR IS MOBILE (VIDEO)
MOBILE NEWS AND INFORMATION SERVICES

THE FUTURE OF PR IS IN THE CLOUD
CLOUD COMPUTING APPLICATIONS AND SERVICES THAT ADD VALUE

THE FUTURE OF PR IS CROWDSOURCING
HARNESSING COLLECTIVE INTELLIGENCE OF STAKEHOLDERS

THE FUTURE OF PR IS CROWDSOURCING
CROWDSOURCING SOLUTIONS WITH IDEA CHALLENGES

THE FUTURE OF PR IS CROWDSOURCING
CROWDSOURCING SOLUTIONS WITH IDEA CHALLENGES

THE FUTURE OF PR IS CROWDSOURCING
CROWDSOURCING SOLUTIONS WITH IDEA COMMUNITIES

THE FUTURE OF PR IS CROWDSOURCING
CROWDSOURCING SOLUTIONS WITH IDEA BLOGS

THE FUTURE OF PR IS CROWDSOURCING
CROWDSOURCING SOLUTIONS WITH IDEA MARKET PLACES

THE FUTURE OF PR IS YOU

Thank you
For copies please email paul.marsden@clickadvisor.com
clickadvisor

Hello, we’re clickadvisor, a new digital
insight agency that runs
crowdsourcing contests to help
brands and organisations innovate
clickadvisor