Public Relations 2.0
How it differs from
Public Relations 1.0
Public relations (PR) used to be
fairly straightforward.
You hired a PR firm that had
good relationships with
journalists ....
...they listened to your story,
drafted a pitch and “sold in”
your story to a journalist.
Then the story of your
company appeared in the
media (also known as a “hit”)
.... which raised your profile.
And everyone was very happy.
There was a choice between
two types of PR firm:
The ones which practised PR 1.0
and the ones which practised PR
              2.0
PR 1.0 firms were huge, well-
established, multi-national PR
firms...
... who didn’t really “get” blogging
and Twitter.
Whereas PR 2.0 firms were much
newer and determined to be
“different” ...
...but sometimes
they were so
focused on blogs
and Twitter...
...that the
quantity of
press cuttings
became more
important than
the quality.
With the rise of blogs, PR
firms are able to generate
many more “hits” with far
less effort
Most PR firms put interns or
their most junior members of
staff on “web raiding” duty....
...to post marketing messages
online for the firm’s low-priority
clients...
....while only their high-priority
clients benefit from time-
consuming media relations.
Public Relations has always been
extremely labour intensive .
In order to increase the
effectiveness of public relations,
you just need to...
...increase the number of
experienced PR professionals
working on a specific activity.
This makes Public Relations a bit
more complicated.
So which type of PR should you
choose ?
Here are some differences and
similarities between traditional and
social media.
1. Traditional media coverage is
much rarer than social media
coverage ...
Coverage, in print magazines
especially, is finite.
You can get anything from two to
52 issues per year.
So if your company gets a
mention in one of these, it’s
pretty impressive.
Whereas, the blogosphere is
infinite ... and still growing.
So if your company gets a mention
in the online social media ...
It can very easily get lost ...
There are also the “grey” areas
 where traditional and social
         media meet
Blogs on news sites, live polls
and user comments on websites
Which one would you prefer?
A very small mention in The
Financial Times or the Wall
Street Journal .....
... or a very big mention in
somebody’s blog ?
After all, there are only so many
newspapers and magazines
while there are endless numbers
of blogs.
2. Social media tools are
relatively cheap and available to
everyone
which makes it easier for anyone
to publish information about
themselves ...
... Whereas traditional media
requires a significant financial
outlay to publish and distribute
information.
3. Both social media and traditional
media can reach a wide range of
audiences
For example, a blog or a TV
programme can reach millions or
just a few people.
4. Traditional media can have a
lead in time of weeks or even
months...
... whereas social media can be
virtually instantaneous
5. Unlike Public Relations
1.0, Public Relations 2.0 has no
go-between to re-write your
story for you
6. Traditional media is publically
accountable for what it
publishes...
...there are laws
and codes of
practice
regarding
publishing what
is in the public
interest and
editorial
independence
Social media is not accountable
for what it publishes
And some bloggers have been
found guilty of libel or slander
resulting in fines or even prison
So which is better – PR 1.0 or
          PR 2.0?
It doesn’t really matter if you’re
blogging, meeting someone in
Second Life ...
... or briefing
journalists in your
local cafe ...
... if you’re reaching out to people
and getting your story
across, then it’s all good.
Sara Paine
Verona PR and Marketing

T: + 44 (0)1474 361008
E: sara@verona-pr.com
www.verona-pr.com
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Public Relations 2.0

  1. 1. Public Relations 2.0 How it differs from Public Relations 1.0
  2. 2. Public relations (PR) used to be fairly straightforward.
  3. 3. You hired a PR firm that had good relationships with journalists ....
  4. 4. ...they listened to your story, drafted a pitch and “sold in” your story to a journalist.
  5. 5. Then the story of your company appeared in the media (also known as a “hit”)
  6. 6. .... which raised your profile. And everyone was very happy.
  7. 7. There was a choice between two types of PR firm:
  8. 8. The ones which practised PR 1.0
  9. 9. and the ones which practised PR 2.0
  10. 10. PR 1.0 firms were huge, well- established, multi-national PR firms...
  11. 11. ... who didn’t really “get” blogging and Twitter.
  12. 12. Whereas PR 2.0 firms were much newer and determined to be “different” ...
  13. 13. ...but sometimes they were so focused on blogs and Twitter...
  14. 14. ...that the quantity of press cuttings became more important than the quality.
  15. 15. With the rise of blogs, PR firms are able to generate many more “hits” with far less effort
  16. 16. Most PR firms put interns or their most junior members of staff on “web raiding” duty....
  17. 17. ...to post marketing messages online for the firm’s low-priority clients...
  18. 18. ....while only their high-priority clients benefit from time- consuming media relations.
  19. 19. Public Relations has always been extremely labour intensive .
  20. 20. In order to increase the effectiveness of public relations, you just need to...
  21. 21. ...increase the number of experienced PR professionals working on a specific activity.
  22. 22. This makes Public Relations a bit more complicated.
  23. 23. So which type of PR should you choose ?
  24. 24. Here are some differences and similarities between traditional and social media.
  25. 25. 1. Traditional media coverage is much rarer than social media coverage ...
  26. 26. Coverage, in print magazines especially, is finite.
  27. 27. You can get anything from two to 52 issues per year.
  28. 28. So if your company gets a mention in one of these, it’s pretty impressive.
  29. 29. Whereas, the blogosphere is infinite ... and still growing.
  30. 30. So if your company gets a mention in the online social media ...
  31. 31. It can very easily get lost ...
  32. 32. There are also the “grey” areas where traditional and social media meet
  33. 33. Blogs on news sites, live polls and user comments on websites
  34. 34. Which one would you prefer?
  35. 35. A very small mention in The Financial Times or the Wall Street Journal .....
  36. 36. ... or a very big mention in somebody’s blog ?
  37. 37. After all, there are only so many newspapers and magazines
  38. 38. while there are endless numbers of blogs.
  39. 39. 2. Social media tools are relatively cheap and available to everyone
  40. 40. which makes it easier for anyone to publish information about themselves ...
  41. 41. ... Whereas traditional media requires a significant financial outlay to publish and distribute information.
  42. 42. 3. Both social media and traditional media can reach a wide range of audiences
  43. 43. For example, a blog or a TV programme can reach millions or just a few people.
  44. 44. 4. Traditional media can have a lead in time of weeks or even months...
  45. 45. ... whereas social media can be virtually instantaneous
  46. 46. 5. Unlike Public Relations 1.0, Public Relations 2.0 has no go-between to re-write your story for you
  47. 47. 6. Traditional media is publically accountable for what it publishes...
  48. 48. ...there are laws and codes of practice regarding publishing what is in the public interest and editorial independence
  49. 49. Social media is not accountable for what it publishes
  50. 50. And some bloggers have been found guilty of libel or slander resulting in fines or even prison
  51. 51. So which is better – PR 1.0 or PR 2.0?
  52. 52. It doesn’t really matter if you’re blogging, meeting someone in Second Life ...
  53. 53. ... or briefing journalists in your local cafe ...
  54. 54. ... if you’re reaching out to people and getting your story across, then it’s all good.
  55. 55. Sara Paine Verona PR and Marketing T: + 44 (0)1474 361008 E: sara@verona-pr.com www.verona-pr.com

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