Do or Die


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Do or Die

  1. 1. Do or Die How broadband connectivity is affecting public relations and what you can do about it By Ben Wylie
  2. 2. &quot;PR 2.0 puts the public back in public relations“ - Deirdre Breakenridge <ul><li>But what does this mean? </li></ul><ul><li>Social media has enabled a two-way symmetrical dialogue between the organization and the public </li></ul>
  3. 3. What is going on? <ul><li>Social media is becoming more prominent in the world of PR </li></ul><ul><li>Self publishing dominates online news </li></ul><ul><li>The internet is a largely uncontrollable communications vehicle </li></ul><ul><ul><li>Publics can respond visibly on a scale never before seen </li></ul></ul><ul><li>Reviews cannot be filtered by companies </li></ul>
  4. 4. The dialogue <ul><li>Note James Grunig’s Strategic, Management, Behavioral Paradigm </li></ul><ul><li>This school of thought stresses the need for two-way symmetrical communication with an audience </li></ul><ul><li>Bob Pickard illustrated this in the use of corporate blogs and gatherings to promote Ambien sleeping medication in Japan </li></ul>
  5. 6. Corporate implications <ul><li>Many organizations feel like they have less control over their image </li></ul><ul><ul><li>Open forums for communication mean that trash talk, rumours and exaggerations can be written by anyone but can’t be removed by the company </li></ul></ul><ul><ul><li>Note the advent of corporate hate sites </li></ul></ul>
  6. 7. Implication for PR <ul><li>More than ever, PR is about the story </li></ul><ul><li>This relates to the concept of a narrative as the “basic unit of currency” as stated by SMOJOE </li></ul><ul><li>PR has also become more personal </li></ul><ul><li>PR practitioners need not fear </li></ul><ul><ul><li>Although the game has changed PR practitioners are as valuable as ever </li></ul></ul>
  7. 8. What will happen to PR? <ul><li>PR practitioners will have to adapt </li></ul>
  8. 9. But are they adapting fast enough? <ul><li>James Grunig doesn’t think so </li></ul><ul><li>Brian Solis thinks they will change when they have to </li></ul>
  9. 10. How are companies adapting? <ul><li>Realize that your online presence is both a sound piece and an earpiece </li></ul><ul><li>Use company blogs instead of archaic newsletters to bring social media closer to home (note Brian Dunn’s Best Buy blog) </li></ul><ul><li>Track company’s online presence and popular perception ( Meltwater , Cision etc.) </li></ul><ul><li>Understand the importance of online media relations (blogger relations etc.) </li></ul>
  10. 11. How are the best adapting continued… <ul><li>Communicate directly with their customers and other stakeholders </li></ul>
  11. 12. Best Buy <ul><li>Best Buy was an early adopter and a great example of how to react to angry online media </li></ul><ul><ul><li>Responded to complaint blogs and brought company blogs in to keep their finger on the organization’s pulse </li></ul></ul><ul><ul><li>Also functioned as a way to contain and address customer service issues </li></ul></ul>
  12. 13. How companies aren’t adapting <ul><li>They forget that social media requires honesty and integrity </li></ul><ul><ul><li>It’s not just about plugging products or corporate branding </li></ul></ul><ul><ul><li>Two-way asymmetrical communication is obvious and poorly received in the online community </li></ul></ul><ul><li>They think that old PR rules no longer apply but many still do </li></ul>
  13. 14. How to survive the revolution as a PR practitioner <ul><li>Invest in your online identity </li></ul><ul><ul><li>Create an online portfolio </li></ul></ul><ul><ul><li>Check out this personal brand camp discussion to learn valuable your online identity is </li></ul></ul><ul><ul><li>Don’t forget to be yourself </li></ul></ul><ul><li>“ People expect to see the human side of company and, therefore, companies can no longer hide behind their monikers” - Deirdre Breakenridge </li></ul>
  14. 15. How to survive continued… <ul><li>View the changing environment as an opportunity! </li></ul><ul><li>Familiarize yourself with social media and make it work for you </li></ul><ul><li>Recognize that online interactions are about generosity (Joseph Thornley) </li></ul><ul><ul><li>Steam Whistle gave my blog more exposure by re-tweeting it because it reviewed their company favourably—we both helped eachother </li></ul></ul><ul><li>Don’t forget that you are joining communities that have cultures and rules </li></ul>
  15. 16. Sources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  16. 17. Sources continued… <ul><li> </li></ul><ul><li> </li></ul>