New media world. New PR tools. PR 2.0


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A presentation which describes the new efficient way of PR communication in a new brave media landscape.

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New media world. New PR tools. PR 2.0

  1. 1. The media landscape are changing! What about your PR?
  2. 2. Market Radio TV magazines Society
  3. 4. 1990 Market Radio TV magazines Society 2008 Market Radio TV magazines Communities blogg RSS chatt Social Media groups wikis life stream microblogging forum social bookmarks tags comments search alerts
  4. 5. “ The News business is broken, and no one knows how to fix it.” Phil Bronstein, the editor-in-chief, SF Chronicle, in a recent "emergency meeting"
  5. 6. Amateurs upload 10.000 of photos every minute at flickr Boxing day 2004
  6. 7. <ul><li>184 million have started a blog </li></ul><ul><li>346 million read blogs </li></ul>… bloggers disclosed the love affair between Lars Danielsson and Helen Eduards The same time… Source: Universal McCann (March 2008)
  7. 8. 350.000 have their own blogs in Sweden
  8. 9. 1,9 million reading them!
  9. 10. I’m one of them. Bertil Torekull, ex editor in chief at SVD ” Bildt's dual role as minister and talkative bloggers are reminiscent of mouthy Venezuelan President Hugo Chávez.”
  10. 11. Here comes the communites!
  11. 12. 500.000 social networks created on Ning. Increases by 86.000 per month or another one every 30 sec.
  12. 13. 70% are members of a community
  13. 14. 70% do choose prof. networks
  14. 16. And guess what? Which companies had the biggest influence on us humans? Källa: 2006
  15. 17. Internet users are exploding Today they’re 80%! From 33% to 64% users in a few years
  16. 18. Soon they might be100%!
  17. 19. And they are using Internet every day
  18. 21. Källa: Sillicon Alley Insider Google is growing faster than the 13 largest conventional media companies together.
  19. 22. And look who’s coming…
  20. 23. “ Most worrisome is the loss of young readers, who have drifted away steadily since the early 1970s, when more than 70% of 18- to 34-year-old Americans read a daily newspaper. Last year that figure stood at 35%.” Steven Rattner, Washington Post
  21. 24. Källa: Joakim Jardenberg, Mindpark Newspaper HD's range has fallen from 76% to 56% in 15 years.
  22. 25. But with new channels the range is increasing
  23. 26. &quot;In the long term we do not believe it is possible for the traditional local newspaper to succeed&quot; Erik Orring, CEO at VK , just after he bought Apberget
  24. 27. Webb 2.0
  25. 28. <ul><li>50 million Americans read their news on Internet </li></ul><ul><li>Google News and Yahoo News are two of the ten largest news service. </li></ul>Källa: Hitwise and the Pew Internet & American Life Project Nielsen//NetRatings, 2006
  26. 29. “ Media companies don't control the conversation anymore , at least not to the extent that we once did. We must learn how younger generations of consumers prefer to receive their news and entertainment, and we must meet those expectations.” Rupert Murdoch in
  27. 30. <ul><li>98% of journalists are on the Internet </li></ul><ul><li>92% start their research on the Internet </li></ul><ul><li>81% are searching daily on the Internet </li></ul><ul><li>76% to find new sources and experts </li></ul><ul><li>73% to find press releases </li></ul><ul><li>70% of journalists check out his blog lists regularly </li></ul><ul><li>20% of them spend over an hour each day to read blogs </li></ul><ul><li>60% read blogs two to three times a week </li></ul><ul><li>75% of journalists think the blog gives them ideas for new stories </li></ul>
  28. 31. “ Never underestimate the power of a million amateurs with keys to the factory.”
  29. 32. Second generation Web services that made it possible for everyone to very simple and effective exchange information, goods and services with each other. Web 2.0
  30. 33. The Long tail Mainstream Nisch Numbers of media titles Numbers of media consumers 1. Easier to create information 2. Easier to distribuate information 3. Easier to get information
  31. 34. “ Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it” “ Marketers must shift their thinking from mainstream marketing to masses to a strategy of reaching a vas number of underserved audiences via the web” “ The Internet has made public relations public again, after years of almost exclusive focus on media” “ People want authenticity, not spin. People want participation, not propaganda.” 1 2 3 4
  32. 36. Newsdesk made it easy for companies to do their information available all over where journalists, editors, and all the other influential people are and searching.
  33. 37. News Release Image Video Contact Blog Doc Event RSS SÖK SMS E-post TAG PREN MMS IM XML POD INDEX WebS Search Web Search pressinfo Search News Search Images Serach Video Portals Serach Blogs Homepage Dist.lists Media
  34. 38. Kristofer Björkman Founder of Newsdesk Web: Blog: MSN: [email_address] Jaiku: E-post: [email_address] Thanks!