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PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
PR 2.0: How Brands are Harnessing Participatory Media in Public Relations
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PR 2.0: How Brands are Harnessing Participatory Media in Public Relations

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Course document for one day course for PR execs on integrating Web 2.0 participatory media tools into Public Relations

Course document for one day course for PR execs on integrating Web 2.0 participatory media tools into Public Relations

Published in: Business, Technology
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  • great presentation!
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  • great,,like it
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  • This presentation is fantastic, but I have a couple of points I'd like to raise regarding Latin America behavior.

    The real size of internet:
    Even though there's a huge 'internet fashion world' in some countries and mainly in the US the LA market is still far behind in terms of internet usage and adoption. It's true that growth rates are high in countries like Brazil but we can't ignore the strong influence of TV in the region. On the contrary of the US the majority of people have access to free TV programming (only a few million cable TV users) what still makes this media very powerful in the region for conveying messages. More over the internet business accounts only for 0.39% of the Brazilian GDP against 1% in the US. So every strategy must take into account this scenario and use PR 2.0 as a complementary part of the strategy.

    Your own content:
    There's a lot of crap generated on TV as well as online. So, more than allowing people to create their own content and be the centers of business processes it's important to have mechanisms for filtering and gathering opinions forming the web personas otherwise it's simply impossible to attend to all individual needs in a cost effective manner. Because of that the 'old' PR thinking is still valid specially because key journalists that are strong opinion makers still have their mass audiences on tradition printed media.

    I think that the major issue is how to attract people attention in the jungle of information out there and reflect individual trends on mass stories that reflect the audience basic needs in a natural way.
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  • 1. 1 PR 2.0 Future-Proofing Public Relations Pinnacle Trainer Dr Paul Marsden paul.marsden@clickadvisor.com
  • 2. 2 Your Pinnacle Trainer - Dr Paul Marsden Author, Consultant, Researcher
  • 3. 3 What we’ll cover today... Participatory Media Micro Blogging Executive Blogs Influencer Outreach Read / Write User Generated Content Mobile Web 2.0: Web Apps Idea Blogs Blogs & RSS: A Primer for PR Execs Web 2.0 News Release & Wire Flogs Live Streaming Cloud Computing Interactive Expert Blogs Mind Streaming True Multimedia PR 2.0 Astroturfing Social Tagging Photo Sharing Social News Video Sharing Social Networking Crowdsourcing Open Innovation Social Media & Social Networking: PR 2.0: Aggregators Web 2.0 Syndication & Contact Book The Future Co-creation File Sharing Slide Sharing Applications Social Bookmarking Advisory Boards Wikis
  • 4. 4 Web 2.0: A Primer for PR Execs
  • 5. 5 What is Web 2.0?
  • 6. 6 What is Web 2.0?
  • 7. 7 Web 2.0 / The Participatory Web
  • 8. 8 Web 2.0 / The Participatory Web
  • 9. 9 Web 1.0 Web 2.0 Publishers Publishers Web 2.0 Audience Audience Web 2.0 / The Participatory Web
  • 10. 10 Web 2.0 / The Participatory Web / Where’s the Mouse?
  • 11. 11 Web 2.0 puts YOU, the user in control
  • 12. 12 And coupled with mainstreaming of Web access...
  • 13. 13 “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 We have a Web 2.0 media revolution on our hands
  • 14. 14 So what for PR? 7 Implications
  • 15. 15 Online PR / Managing what others say about you online Online Marketing / Managing what you say about yourself online The fundamentals stay the same...
  • 16. 16 WOULD YOU RECOMMEND US? 1 / PR matters more than ever because what others say about you is more important than what you say about yourself
  • 17. 17 How likely would you be to recommend us? 0 1 2 3 4 5 6 7 8 9 10 10 Detractors Neutrals Promoters
  • 18. 18 “A 12% increase in NPS correlates to a doubling of growth”
  • 19. 19 1 / PR matters more than ever because what others say about you is more important than what you say about yourself
  • 20. 20 1 / PR matters more than ever because what others say about you is more important than what you say about yourself
  • 21. 21 1 / PR matters more than ever because what others say about you is more important than what you say about yourself
  • 22. 22 2 / But our PR contact book needs to be updated to include a new generation of media influencers
  • 23. 23 3 / We need to befriend Google, the world’s reputation management system - and tomorrow’s PR metric
  • 24. 24 Die Press Release! Die, Die, Die! Tom Foremski - Financial Times 4 / We need to embrace Web 2.0 interactivity
  • 25. 25 5 / And go beyond the written word
  • 26. 26 “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin 6 / But it’ll be what we do, not what we say that matters
  • 27. 27 7 / PR evolving from messaging to igniting conversations
  • 28. 28 Workshop Activity Thinking about Web 2.0, what’s the one thing you’d change about how you do PR?
  • 29. 29 Blogs & RSS: Web 2.0 News Release & Wire
  • 30. 30 The Web Log News Release Platform 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
  • 31. 31 The Web Log News Release Platform 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
  • 32. 32 The Web Log PR Uses + Tech Resources PR Uses Tech Resources Communicating news online Wordpress / Blogger (www.wordpress.org / Establishing expertise in your field www.blogger.com) Demonstrating thought leadership MovableType Engaging constituents (www.movabletype.com) Interacting with stakeholders Posterous (www.posterous.com) Putting a human face on Google Blog Search organisation (www.blogsearch.google.com) Engaging blogger community Google PageRank Managing crises (www.toolbar.google.com) Technorati (www.technorati.com)
  • 33. 33 Variations on a Blog Theme: The Corporate News Blog
  • 34. 34 Variations on a Blog Theme: The Executive Blog
  • 35. 35 Variations on a Blog Theme: The Idea Blog
  • 36. 36 Variations on a Blog Theme: The Idea Blog
  • 37. 37 Variations on a Blog Theme: The Idea Blog
  • 38. 38 Variations on a Blog Theme: The Idea Blog
  • 39. 39 Variations on a Blog Theme: The Idea Blog
  • 40. 40 Pitching Bloggers An Effective 5-Point Plan Get a blog - and post your story to it Use Google Blog Search/Google PageRank to identify influential blogs around your keywords 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 Offer a new angle to your post and include multimedia links (Don’t send/attach PR SPAM (aka a Press Release)) - offering incentives is ok If you don’t get a reply, post a public comment to a relevant post on their blog with a link to your story
  • 41. 41 Responding to Bloggers An Effective 5-Point Plan Know they are there and monitor with google alerts and/or monitoring service (e.g. Radian6 / Scoutlabs) t Contact author directly by email (use a figh ys contact form to make first contact), thank ick bu r p w ho rrel them for their interest - offer new facts/ N eve m an ba h a t he materials/new angle for a followup post wit nk by ain h is i Mar k Tw Add a response to your site If you don’t get a reply, post a comment to a relevant post on their blog with a link to your story Be polite and conversational - do not be aggressive, and don’t threaten
  • 42. 42 RSS The Newswire for the Web 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
  • 43. 43 RSS The Newswire for the Web 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
  • 44. 44 RSS PR Uses + Tech Resources PR Uses Tech Resources Monitoring news efficiently and Feedburner (podcast feed) conveniently (www.feedburner.com) Offering (custom) user friendly Wordpress (www.wordpress.org) news/information feeds to constituents
  • 45. 45 A Kn stro ow tur the fing Ris ks More Variations on a Blog Theme: The Flog
  • 46. 46 More Variations on a Blog Theme: The Flog
  • 47. 47 More Variations on a Blog Theme: The Micro Blog
  • 48. 48 More Variations on a Blog Theme: The Micro Blog
  • 49. 49 More Variations on a Blog Theme: The Micro Blog
  • 50. 50 The Micro Blog PR Uses + Tech Resources What it is... PR Uses Short SMS style news (text) Live coverage of events updates (tweets) Announcements “Mass” opt in short messaging Crisis management service Calls to action Users “follow” by subscribing to feed Tips / Advice Web/Mobile/IM to Web/ Tech Resources Mobile/IM Twitter (www.twitter.com) Also known as “lifestreaming” / Friendfeed (feed aggregator/ “mindcasting” reader) (www.friendfeed.com)
  • 51. 51 The Micro Blog PR Uses + Tech Resources What it is... PR Uses Short SMS style news (text) Live coverage of events updates (tweets) Announcements “Mass” opt in short messaging Crisis management service Calls to action Users “follow” by subscribing to feed Tips / Advice Web/Mobile/IM to Web/ Tech Resources Mobile/IM Twitter (www.twitter.com) Also known as “lifestreaming” / Friendfeed (feed aggregator/ “mindcasting” reader) (www.friendfeed.com)
  • 52. 52 The Micro Blog PR Uses + Tech Resources What it is... PR Uses Short SMS style news (text) Live coverage of events updates (tweets) Announcements “Mass” opt in short messaging Crisis management service Calls to action Users “follow” by subscribing to feed Tips / Advice Web/Mobile/IM to Web/ Tech Resources Mobile/IM Twitter (www.twitter.com) Also known as “lifestreaming” / Friendfeed (feed aggregator/ “mindcasting” reader) (www.friendfeed.com)
  • 53. 53 More Variations on a Blog Theme: The Video Blog/Podcast
  • 54. 54 More Variations on a Blog Theme: The Video Blog/Podcast
  • 55. 55 More Variations on a Blog Theme: The Video Blog/Podcast
  • 56. 56 The Video Blog / Podcast PR Uses + Tech Resources What it is... PR Uses Video/Audio blog content Communicating news online in multimedia format Downloadable Establishing expertise in your field Syndicated Adding value to your offer Users subscribe Event coverage Open format Branded entertainment Device-agnostic Contemporary alternative to White Alternative to broadcasting Paper Livecasting (live podcast) Tech Resources iTunes (podcatching client) (www.itunes.com)
  • 57. 57 The Video Blog / Podcast PR Uses + Tech Resources What it is... PR Uses Video/Audio blog content Communicating news online in multimedia format Downloadable Establishing expertise in your field Syndicated Adding value to your offer Users subscribe Event coverage Open format Branded entertainment Device-agnostic Contemporary alternative to White Alternative to broadcasting Paper Livecasting (live podcast) Tech Resources iTunes (podcatching client) (www.itunes.com)
  • 58. 58 Workshop Activity Come up with three ways your PR department could use blogging technology to help achieve its core PR objectives
  • 59. 59 Social Media & Social Networking: Syndication and Contacts
  • 60. 60 Workshop Activity Let’s begin with a game, imagine you are PR manager for Coca-cola or Mentos. Watch these videos, and share with the group what you’d do
  • 61. 61 Workshop Activity Let’s begin with a game, imagine you are PR manager for Coca-cola or Mentos. Watch these videos, and share with the group what you’d do
  • 62. 62 Workshop Activity Let’s begin with a game, imagine you are PR manager for Coca-cola or Mentos. Watch these videos, and share with the group what you’d do
  • 63. 63 Workshop Activity Let’s begin with a game, imagine you are PR manager for Coca-cola or Mentos. Watch these videos, and share with the group what you’d do
  • 64. 64 Coke + Mentos PR challenge Mentos Coke R "We are tickled pink by it," says "We would hope people want to P e R Pete Healy, vice president of drink [Diet Coke] more than try t P a L marketing for the company's experiments with it," says Coke r O o R b U.S. division. The company spokeswoman Susan T a N l spends less than $20 million on McDermott. She adds that the O l C o U.S. advertising annually and "craziness with Mentos ... C D N d estimates the value of online doesn't fit with the brand A n a d buzz to be "over $10 personality" of Diet Coke n t a c million.” [Mentos capitalised on m e n m n this by sponsoring a “Mentos o o C C geyser” video competition]
  • 65. 65 Two years later...
  • 66. 66 Media just went “social” Media sharing sites have transformed the people formally know as the audiences into... Broadcasters Editors Reviewers Experts Journalists Publishers Archivists Network Owners
  • 67. 67 Social Media Media syndication service Umbrella term for media sharing Includes blogs, media sharing platforms, and wikis User generated content User editing User contributions User voting/rating User commenting
  • 68. 68 Social Media Media syndication service Umbrella term for media sharing Includes blogs, media sharing platforms, and wikis User generated content User editing User contributions User voting/rating User commenting
  • 69. 69 Social Media Media syndication service PR Uses Tech Resources (ctd) Establishing Thought Leadership Bookmark sharing (www.Delicious.com) Branding News sharing (www.digg.com) Delivering Value Document sharing (www.Issuu.com/ Stakeholder Engagement www.Scribd.com) Innovation & Planning Knowledge sharing Tech Resources (www.wikipedia.com/ Opinion sharing www.wetpaint.com) (www.wordpress.com / Presentation sharing www.blogger.com / (www.slideshare.net) www.twitter.com Social media monitoring Video sharing (www.YouTube.com) (www.radian6.com/ Image sharing (www.Flickr.com) www.scoutlabs.com www.sentimentmetrics.com)
  • 70. 70 Sta Sha rt a re a Co vid nv eo: ers ati on Variations on a Social Media Theme: Video Sharing
  • 71. 71 Sta Sha rt a re a Co vid nv eo: ers ati on Variations on a Social Media Theme: Video Sharing
  • 72. 72 Variations on a Social Media Theme: Knowledge Sharing
  • 73. 73 Variations on a Social Media Theme: Wikis
  • 74. 74 Wikis Co-created content Means “fast” in Hawaiian Co-created knowledge repository Multiple contributors; Users can edit, write and save changes Users can create pages and links No software needed, just a browser
  • 75. 75 Wikis Co-created content Means “fast” in Hawaiian Co-created knowledge repository Multiple contributors; Users can edit, write and save changes Users can create pages and links No software needed, just a browser
  • 76. 76 Variations on a Social Media Theme: Deal Sharing
  • 77. 77 Social Networking Platforms Web 2.0 Contact Book Social media - contact sharing Web 2.0 contact book Blogging functionality Embedded Web Apps (“Widgets”) Professional / Personal / Passion networks Manage current contacts, find new contacts Communicate with contacts
  • 78. 78 Social Networking Platforms Web 2.0 Contact Book Social media - contact sharing Web 2.0 contact book Blogging functionality Embedded Web Apps (“Widgets”) Professional / Personal / Passion networks Manage current contacts, find new contacts Communicate with contacts
  • 79. 79 Social Networking Platforms PR Uses + Tech Resources PR Uses Tech Resources Contact management LinkedIn (www.linkedin.com) Branding (sponsoring affinity Ning (www.ning.com) groups / widgets) Facebook (www.facebook.com)
  • 80. 80 Social Networking Platforms PR Uses + Tech Resources PR Uses Tech Resources Contact management LinkedIn (www.linkedin.com) Branding (sponsoring affinity Ning (www.ning.com) groups / widgets) Facebook (www.facebook.com)
  • 81. 81 Workshop Activity Come up with three ways your PR department could use social media (media / contact sharing) technology to help achieve its core PR objectives
  • 82. 82 The Future of Online PR
  • 83. 83 Hawthorne Plant / Chicago / 1924
  • 84. 84 Workers asked to participate in special tests
  • 85. 85 Like working under brighter lights...
  • 86. 86 Or working under darker lighting...
  • 87. 87 Or working shorter hours...
  • 88. 88 Or working longer hours...
  • 89. 89 Workers advocated whatever their participation involved
  • 90. 90 Was it something in the Hawthorne water?
  • 91. 91 No, participation creates a positive psychological bias
  • 92. 92 The Hawthorne Effect Positive Bias of Participation No, participation creates a positive psychological bias
  • 93. 93 Hawthorne Effect can be bad for market research
  • 94. 94 Hey boss, can we ask you for some advice? But great for you...Use it to get yourself a salary rise!
  • 95. 95 And for PR, “Participatory PR” (Virtual Advisory Boards)
  • 96. 96 And for PR, “Participatory PR” (Crowdsourcing Contests)
  • 97. 97 And for PR, “Participatory PR” (Crowdsourcing Contests)
  • 98. 98 The Future is...Participatory PR
  • 99. 99 The Future is...Participatory PR
  • 100. 100 The Future is...Participatory PR
  • 101. 101 If your PR department ran a participatory Pop Idol contest, what would that contest be?
  • 102. 102 Thank you! paul.marsden@clickadvisor.com

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