PR2.0 Introduction

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  • http://www.youtube.com/profile?user=leelefever#p/u/12/MpIOClX1jPE – SOCIAL MEDIA EXAMPLE
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  • PR2.0 Introduction

    1. 1. PR 2.0<br />WHY? WHAT? FACE TO WHAT?<br />
    2. 2. Denise Thi<br />Emerald – A Digital base Communication Agency <br />Account Director <br />PR jobs: Kaspersky<br />Digital based communications projects: PNJ, Netgame Asia, Milo, Beeline, Bless You, Spray, Intel. <br />CSR Vietnam – Consultancy Service<br />Director of CSR Vietnam <br />Clients: Holcim, Goodyear, Vinamilk,Kaspersky VN, etc. <br />Partners: Vietnam CSR Awards 2009, AFCSR, Global Compact Network VN (UN), SDB – VCCI <br />
    3. 3. PR 2.0 <br />Why PR 2.0?<br />News consuming change <br />Influence of Internet/ Web2.0 <br />Audience/ Reader Play-role switching<br />Crisis communication!!!<br />What PR 2.0?<br />How different PR 2.0?<br />Play Rules with NEW Audiences<br />Tools<br />Opportunities & Risks<br />Discussion<br />Do you think PR2.0 is about toolset or mindset? Please explain why that is important? <br />
    4. 4. Traditional Media<br />
    5. 5. Internet - Web 2.0<br />
    6. 6. New trend in news consuming and info. searching<br />
    7. 7. Change in play roles<br />Readers  Producers (citizen journalism), Judges  BIG PLAYER! <br />“Social platform media”  Connecting, Sharing, Developing, Learning, etc.<br />Tradional Journalists – where are you? And what you do?<br />PR people – How do we deal with these “crisis”?<br />
    8. 8. Crisis Communication<br />Crisis Management & Crisis Communication: <br />40h/week  24/7 <br />Local expose  Global Explode <br />SIGs/PGs<br />Customers<br />Special interest groups<br />Opinion & Purchasing-Decision Influencers <br />
    9. 9. So… what is PR 2.0?<br />PR 2.0 are the true convergence of PR and the Internet, which facilitates direct to consumer conversations through the use of social media applications. PR 2.0 foster a new breed of web savvy PR pros. PR 2.0 build trust and relationships. (CIPR,UK)<br />
    10. 10. New Play Rules<br />Direct and 2-way asymmetric <br />Communication - Do we still communicate with “audience”?<br />Mass approach  Individual Dialogue <br />Conversation  To listen, To observe, To learn, To Decide what to say and what to do.<br />Timing is everything<br />Content is King!<br />
    11. 11. Tools in PR 2.0<br />Media Centres/ News room<br />RSS<br />Digital Press Release<br />Video and Sound<br />Social Networking sites & Second Life<br /><ul><li>Blogs
    12. 12. Blogging
    13. 13. Rich Content
    14. 14. Forums
    15. 15. Tags </li></li></ul><li>
    16. 16. Opportunities<br />Huge reaching-out<br />25.89% population of VN use Internet <br />&gt; 1 mil. onFacebook<br />&gt; 1 mil. on ZingMe (more than Facebook)<br />High Interactive<br />“Open forum”<br />Develop your “customer insight” and knowing about yourself<br />Viral spreading<br />Source: ComScore 2008<br />
    17. 17. Add values to relationships<br />Applications, Message spreading with characteristics of Usefulness, and Entertainment.<br />Extra from “social platforms” - skins, badges, theme, special content.<br />Social networking is about self-expression so find a way to embrace this !!! <br />Drive traffic to your website<br />Teaser content<br />RSS updates<br />Engaging widgets<br />Opportunities<br />
    18. 18. User generated content may harm corp. reputation!<br />100% control  open-minded!<br />Users can forgive, but it depends…. <br />Risks<br />
    19. 19. Risks<br />Lose traffic of the website<br />Share your best content, then what? Who still “bounce back” to your site?<br />Revenue vs Reputation/Message  A Dilemma! <br />Headlines, not the whole story!<br />
    20. 20. Risks<br />Waste of resources<br />For ALL brands???<br />TOO MANY social platforms!!! <br />
    21. 21. Discussion<br />Do you think PR2.0 is about toolset or mindset? <br /> Please explain why that is important? <br />What should PR2.0 people do?<br />
    22. 22. Top 5 DOs and DON’Ts<br />DO respond<br />DO use the medium’s strengths<br />DO target your messages appropriately<br />DO try to be useful & engaging<br />DO focus on the opinion-formers<br />
    23. 23. Top 5 DOs and DON’Ts<br />DON’T pretend to be something you’re not<br />DON’T try to control the dialogue<br />DON’T jump straight in<br />DON’T hesitate to seek advice<br />DON’T delay<br />
    24. 24. THANK YOU!<br />Ms. Denise Thi<br />http://thianhdao.com<br />thianhdao.pr@gmail.com<br />

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