What is Web 2.0? Web 2.0 –the internet platform viewed as a medium in which interactive experience, in the form of blogs, wikis, forums, etc, play a more important role than simply accessing information
What is Public Relations?Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics
What is Online Public Relations? “Communicating over the Web and using new technology to effectively communicate with stakeholders” Source: CIPR website“Maximizing favorable mentions of the company, brands,products or websites on third-party sites”Source: according to 60 per cent of in-house respondents toan Econsultancy survey
Public relations strategies are evolving in the world ofsocial networking and Web 2.0.The free publicity and additional media queries alone can revolutionize company’s profits and position itfavorably in front of prospects, clients, and colleagues.
What are the main tools? • Creating a BlogWhenever company gets media attention, be sure to mention it in corporate blog. Use keywords that will attract new readers and identify your company’s name with that topic. This will help business to reach its organizational goals and highlight it’s position for other media to call upon.
• Using RSS Feeds to Share Your Message With a Wider Audience Connect your blog’s RSS feed to social networking sites so other people can startreading about your company’s media appearances and other PR. The beauty of an RSS feed is thatit does the work of cross posting. So if you share good news about a media mention, more people will learn about it.
• Creating A Twitter AccountMicroblogging - the world in 140 characters long The main thing - the speed and consistency
• Creating a Tumblr AccountAutomatic aggregation ofcontent without the direct involvement
Social characteristics of Web 2.0:• openness;• presence of mass, anonymous, fragmented audiences, aimed at self-discovery and self- expression;• user involvement in the development of a resource or service, their control;• mediated communication and technical equipment;• decentralization, communication of large social groups
Web 2.0 allows:• to record thoughts, make notes and comment blog posts, to create and store a collection of bookmarks that can be accessed from any computer;• to create collective authorship encyclopedia based on technology to post photos and videos, as well as discuss and view them;• to place text documents, slides;• to burn audio files (podcasting), store them;• to create a virtual identity;• to simulate social presence through virtual worlds;• to create maps using geographic service;• to create and edit text documents, charts, exchange messages;• to create mashups - applications that combines content from multiple sources.
Fundamentals of Online PR• Understand how networked audiences work• Map online environment to gain intelligence before planning begins• Flexible and tailored communications• Integrate with other marketing disciplines and other PR channels• Be meaningful – messages with intent and purpose, not spin• Measure and learn• Agree organizational ownership and chain of command – Internal PR teams, digital, external agenciesspecialists, combination