Schipul Con09 Keynote 1

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Keynote speech for SchipulCon 09 in Houston. Discussion of the changes in PR and whether it's revolution or evolution.

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Schipul Con09 Keynote 1

  1. 1. PR 2.0: Putting the Public Back in Public Relations How Social Media is Reinventing the Aging Business of PR Putting the Public Back in Public Relations Solis • Breakenridge
  2. 2. Overview: Traditional PR Meets Social Media <ul><li>PR is not Dead; it’s being reinvented : </li></ul><ul><ul><li>Mass communication </li></ul></ul><ul><ul><li>Broadcast model </li></ul></ul><ul><ul><li>One way messaging </li></ul></ul><ul><ul><li>Spin, hype and BS </li></ul></ul><ul><ul><li>Transparency/ethics questionable </li></ul></ul><ul><li>The Social Web is forcing the reinvention of the PR profession : </li></ul><ul><ul><li>Broadcast messages don’t exist on the social media landscape </li></ul></ul><ul><ul><li>One-to-one interaction fosters two way conversations </li></ul></ul><ul><ul><li>Meaningful communication = valuable resource </li></ul></ul><ul><ul><li>PR to earn newfound recognition </li></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge
  3. 3. Overview: Traditional PR Meets Social Media Putting the Public Back in Public Relations Solis • Breakenridge 1. If you don’t customize your story and connect the right way, Consumers filter out the NOISE. <ul><li>Consumers want to </li></ul><ul><li>drive and control their communication. </li></ul>NOISE
  4. 4. The Evolution of “The Pitch”
  5. 5. The Conversation Prism
  6. 6. The Conversation Prism
  7. 7. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  8. 8. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  9. 9. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  10. 10. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  11. 11. <ul><li>“ It's the listening that separates Social Media experts from Social Media theorists ” – Brian Solis </li></ul>It Starts with Listening and Observation Putting the Public Back in Public Relations Solis • Breakenridge
  12. 12. Charting a Social Map Your Brand
  13. 13. The Social Marketing Compass Putting the Public Back in Public Relations Solis • Breakenridge From the players and the platforms to the channels and the emotional sentiment
  14. 14. <ul><li>Social Media marketing starts with observations: </li></ul><ul><li>Observe human behavior and interaction within online communities </li></ul><ul><li>Understand it is not about technology or the tools </li></ul><ul><ul><li>Technology simply provides tools to facilitate conversations online </li></ul></ul><ul><li>Humanize your story by matching it to the culture and the people driving the communities you are trying to reach </li></ul><ul><ul><li>What matters to them? </li></ul></ul><ul><ul><li>How do they talk to each other? </li></ul></ul>Social Media is About Sociology Not Technology Putting the Public Back in Public Relations Solis • Breakenridge
  15. 15. Putting the Public Back in Public Relations Solis • Breakenridge Evolution : Gradual, peaceful change - growth Revolution : A radical and pervasive change
  16. 16. Traditional News Release Social Media Release
  17. 17. Traditional News Release vs. Social Media Release
  18. 18. Web 1.0 Newsroom
  19. 19. Web 2.0 Newsroom
  20. 20. Traditional Monitoring & Measurement
  21. 21. Web 2.0 Monitoring & Measurement
  22. 22. 1.0 Website Functionality
  23. 23. 2.0 Website Functionality
  24. 24. Putting the Public Back in Public Relations Solis • Breakenridge Facilitator/Handler vs. Influencer/Champion
  25. 25. Becoming an Influencer/Champion Where are you on the Technographics Ladder? Putting the Public Back in Public Relations Solis • Breakenridge <ul><li>Creators : make social content go. </li></ul><ul><li>Critics : respond to content from others. </li></ul><ul><li>Collectors : organize content for themselves or others </li></ul><ul><li>Joiners : connect in social networks </li></ul><ul><li>Spectators : read blogs, watch videos and listen to podcasts </li></ul><ul><li>Inactives : neither create nor consume social content </li></ul>
  26. 26. Web 1.0 : The IT Department
  27. 27. Web 2.0: Build it yourself
  28. 28. <ul><li>Creates a new hybrid of PR professionals : </li></ul><ul><ul><li>Social Media Influencer : Understand the landscape and the dynamics </li></ul></ul><ul><ul><li>Market analyst/expert : Hear what people are saying </li></ul></ul><ul><ul><li>Web marketer : Learn to think about integrated web 2.0 marketing </li></ul></ul><ul><ul><li>Customer Service Representative : Become a part of customer service </li></ul></ul><ul><ul><li>Relationship marketer : Foster and grow relationships in communities </li></ul></ul><ul><ul><li>Viral marketer : Learn the nature of viral communication </li></ul></ul><ul><ul><li>Listener : Listen to become a conversationalist </li></ul></ul>The New World of “Public” Relations Putting the Public Back in Public Relations Solis • Breakenridge
  29. 29. The Language of PR 2.0 <ul><li>The language changes in PR 2.0: </li></ul><ul><ul><li>Pitches : You don’t need to pitch if you listen </li></ul></ul><ul><ul><li>Audiences : Think beyond the buckets of demographics </li></ul></ul><ul><ul><li>Messages : Implies what you want to say…bye bye “push” </li></ul></ul><ul><li>Listen carefully and identify important influencers </li></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>IceRocket </li></ul></ul><ul><ul><li>Blogpulse </li></ul></ul><ul><ul><li>Alltop.com </li></ul></ul><ul><ul><li>Twitterholic </li></ul></ul><ul><ul><li>Blog rolls </li></ul></ul><ul><ul><li>BackType </li></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge
  30. 30. What are the Qualifications to Participate? <ul><li>This is about “Public” Relations </li></ul><ul><li>Empathy </li></ul><ul><li>Market expertise </li></ul><ul><li>Understanding of competitive </li></ul><ul><li>landscape </li></ul><ul><li>Relevant stories, benefits </li></ul><ul><li>True intentions </li></ul><ul><li>A customer approach </li></ul><ul><li>Observance of online cultures </li></ul><ul><li>Experience with social tools </li></ul>Putting the Public Back in Public Relations Solis • Breakenridge
  31. 31. Putting the Public Back in Public Relations Solis • Breakenridge Whether it’s Revolution or Evolution… Be a Part of it!
  32. 32. Putting the Public Back in Public Relations Solis • Breakenridge You make the difference!
  33. 33. Any Questions? <ul><li>Please feel free to contact me. </li></ul><ul><li>Deirdre Breakenridge: </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>LinkedIn: http://linkedin.com/in/deirdrebreakenridge </li></ul><ul><li>Facebook: http://profile.to/deirdrebreakenridge </li></ul><ul><li>Twitter: www.twitter.com/dbreakenridge </li></ul>Putting the Public Back in Public Relations Solis • Breakenridge

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