PR 2.0 Putting the  public  back in public relations
PR 1.0
Something has changed… PR, multimedia and the Web intersect and create a new breed of PR marketers  – Brian Solis, PR 2.0,...
PR 2.0
PR 2.0:  A Communicator’s Manifesto <ul><li>“ PR 2.0 puts the public back in public relations” </li></ul><ul><li>The abili...
PR 2.0: What has changed? <ul><li>The consumers </li></ul><ul><li>2. The role of PR professionals </li></ul><ul><li>3. Com...
<ul><li>The Active Consumer - Converge, Collaborate, Share </li></ul><ul><li>Consumers get firsthand information. </li></u...
Don’t cut out the PR middleman! What?
2. The new role of PR professionals <ul><li>Target niche Web communities  </li></ul><ul><li>Join the conversation & speak ...
3. Community Relations ...the double edged sword <ul><li>If engaged correctly - online communities will offer accurate and...
PR 2.0: THINK…. <ul><li>Conversation  NOT  messages </li></ul><ul><li>Community  NOT  target audience </li></ul><ul><li>Ac...
PR 2.0 <ul><li>Megan Vickell </li></ul><ul><li>www.meg-inanutshell.blogspot.com </li></ul>
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PR 2.0: Putting the public back in public relations

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With the introduction of Web 2.0 and the growing rate of social media applications we are now connected more than ever. Web 2.0 complements PR by nurturing a collaborative environment that supports open conversation and information exchange. PR 2.0 allows PR professionals to have access to more people, more frequently than ever before.

PR person's must immerse themselves in online communities, and continuously engage consumers and monitor conversations. The key is to listen, analyze and interpret consumer feedback, and forward key messages to brand decision makers. The largest challenge for PR professionals is to generate change. If change is achieved, customer satisfaction will increase and brand loyalty will grow exponentially.

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PR 2.0: Putting the public back in public relations

  1. 1. PR 2.0 Putting the public back in public relations
  2. 2. PR 1.0
  3. 3. Something has changed… PR, multimedia and the Web intersect and create a new breed of PR marketers – Brian Solis, PR 2.0, 2008 .
  4. 4. PR 2.0
  5. 5. PR 2.0: A Communicator’s Manifesto <ul><li>“ PR 2.0 puts the public back in public relations” </li></ul><ul><li>The ability to speak to more people, more quickly, more frequently </li></ul><ul><li>24/7/365 direct conversation with end-users </li></ul><ul><li>Open and honest, free-flowing dialogue </li></ul>
  6. 6. PR 2.0: What has changed? <ul><li>The consumers </li></ul><ul><li>2. The role of PR professionals </li></ul><ul><li>3. Community relations </li></ul>
  7. 7. <ul><li>The Active Consumer - Converge, Collaborate, Share </li></ul><ul><li>Consumers get firsthand information. </li></ul><ul><li>More information = consumer power ! </li></ul><ul><li>End users know what they want. </li></ul><ul><li>Relationship management is increasingly important. </li></ul>
  8. 8. Don’t cut out the PR middleman! What?
  9. 9. 2. The new role of PR professionals <ul><li>Target niche Web communities </li></ul><ul><li>Join the conversation & speak directly with end-users </li></ul><ul><li>Constantly engage readers </li></ul><ul><li>Humanize the online brand & build trust </li></ul><ul><li>Monitor dialogue between consumers </li></ul><ul><li>“ It’s crucial that you don’t just observe from the outside – you need to be on the inside” </li></ul><ul><li>– Deidre Breakenridge, PR 2.0: A Communicator’s Manifesto, 2008. </li></ul>
  10. 10. 3. Community Relations ...the double edged sword <ul><li>If engaged correctly - online communities will offer accurate and authentic feedback </li></ul><ul><li>Incorrectly – tarnish the brands online reputation </li></ul><ul><li>Key to success: good blogger relations </li></ul><ul><ul><ul><li>Understand who they are, their beliefs and their views </li></ul></ul></ul><ul><ul><ul><li>Engage in active, ongoing conversation with them </li></ul></ul></ul>
  11. 11. PR 2.0: THINK…. <ul><li>Conversation NOT messages </li></ul><ul><li>Community NOT target audience </li></ul><ul><li>Active influencers NOT static media list </li></ul><ul><li>Two-way NOT one-way dialogue </li></ul><ul><li>-Melvin Yuan, PR 2.0: The Dynamics of Public Relations in a 2.0 World </li></ul>
  12. 12. PR 2.0 <ul><li>Megan Vickell </li></ul><ul><li>www.meg-inanutshell.blogspot.com </li></ul>

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