Denise Thi Emerald – A Digital base Communication Agency Account Director PR jobs: Kaspersky Digital based communications projects: PNJ, Netgame Asia, Milo, Beeline, Bless You, Spray, Intel. CSR Vietnam – Consultancy Service Director of CSR Vietnam Clients: Holcim, Goodyear, Vinamilk,Kaspersky VN, etc. Partners: Vietnam CSR Awards 2009, AFCSR, Global Compact Network VN (UN), SDB – VCCI
PR 2.0 Why PR 2.0? News consuming change Influence of Internet/ Web2.0 Audience/ Reader Play-role switching Crisis communication!!! What PR 2.0? How different PR 2.0? Play Rules with NEW Audiences Tools Opportunities & Risks Discussion Do you think PR2.0 is about toolset or mindset? Please explain why that is important?
Internet - Web 2.0
New trend in news consuming and info. searching
Change in play roles Readers Producers (citizen journalism), Judges BIG PLAYER! “Social platform media” Connecting, Sharing, Developing, Learning, etc. Tradional Journalists – where are you? And what you do? PR people – How do we deal with these “crisis”?
Crisis Communication Crisis Management & Crisis Communication: 40h/week 24/7 Local expose Global Explode SIGs/PGs Customers Special interest groups Opinion & Purchasing-Decision Influencers
So… what is PR 2.0? PR 2.0 are the true convergence of PR and the Internet, which facilitates direct to consumer conversations through the use of social media applications. PR 2.0 foster a new breed of web savvy PR pros. PR 2.0 build trust and relationships. (CIPR,UK)
New Play Rules Direct and 2-way asymmetric Communication - Do we still communicate with “audience”? Mass approach Individual Dialogue Conversation To listen, To observe, To learn, To Decide what to say and what to do. Timing is everything Content is King!
Tools in PR 2.0 Media Centres/ News room RSS Digital Press Release Video and Sound Social Networking sites & Second Life
Opportunities Huge reaching-out 25.89% population of VN use Internet > 1 mil. onFacebook > 1 mil. on ZingMe (more than Facebook) High Interactive “Open forum” Develop your “customer insight” and knowing about yourself Viral spreading Source: ComScore 2008
Add values to relationships Applications, Message spreading with characteristics of Usefulness, and Entertainment. Extra from “social platforms” - skins, badges, theme, special content. Social networking is about self-expression so find a way to embrace this !!! Drive traffic to your website Teaser content RSS updates Engaging widgets Opportunities
User generated content may harm corp. reputation! 100% control open-minded! Users can forgive, but it depends…. Risks
Risks Lose traffic of the website Share your best content, then what? Who still “bounce back” to your site? Revenue vs Reputation/Message A Dilemma! Headlines, not the whole story!
Risks Waste of resources For ALL brands??? TOO MANY social platforms!!!
Discussion Do you think PR2.0 is about toolset or mindset? Please explain why that is important? What should PR2.0 people do?
Top 5 DOs and DON’Ts DO respond DO use the medium’s strengths DO target your messages appropriately DO try to be useful & engaging DO focus on the opinion-formers
Top 5 DOs and DON’Ts DON’T pretend to be something you’re not DON’T try to control the dialogue DON’T jump straight in DON’T hesitate to seek advice DON’T delay