PR and New Media Or as the industry would call it…
PR 2.0It is about putting the “Public” back in public relations.” –Brian Solis, Principal at Altimeter Group in the foreword ofDeidre Breakenridge’s book PR2.0: New Media, New Tools, New Audiences
Learning ObjectivesBy the end of this course, students should beable to:•recognise the difference between thetraditional model and new model of PR.•explain the need for PR 2.0•develop and implement a strategiccommunication plan using PR 2.0 tools
Outline• What is PR 2.0?• Why PR 2.0?• What is the difference between the traditional model and new model of PR?• Implications of PR 2.0• Sample assignment/project
What is PR 2.0?“PR 2.0” coined by Brian Solis back in the 90s when Internet wasmade available to the public
What is PR 2.0?• “PR 2.0 was born through the analysis of how the Web and multimedia were redefining PR and marketing communications, while also creating a new toolkit to reinvent how companies communicate with influencers and directly with people… PR is evolving into a hybrid of communications, evangelism, and web marketing strung together by the teachings and benefits of sociology and psychology.” – Brian Solis (2008, www.briansolis.com)• “PR 2.0 is a combination of traditional PR as we’ve known it for decades, and other multi-media, multi-faceted and “new” platforms for PR, with a focus on social marketing” – Rebecca Crowley (2011, RTC Publicity)
What PR 2.0 is not…• Not about the new Web tools or technology … it is the intent, purpose and method you use them.• Not about the PR practitioner becoming a software developer… you don’t have to be a software or IT expert to use PR 2.0• Not as simple as just posting a news release on a webpage, updating a status on FB, Twitter etc… PR 2.0 is about engaging your audience directly in a two-way communication process.
Key statement PR 2.0 is the understanding and practice that communications is a two-way process andincorporates the tools, principles, strategies, and philosophies for reaching, engaging, guiding, influencing, and helping people directly in addition to the traditional cycle of PR influence. - Solis (2008)
Why PR 2.0?• Social media landscape is changing the way audiences communicate with one another – different variety of communication strategies, wider reach, greater visibility• Shift in power from the sender to the receiver – audiences are smarter, more aware… they research, check facts, talk to friends• Fast and instantaneous access to audience• Engage in two-way communication• Greater opportunity for creativity
Differences between the Traditional & New model of PR Traditional PR 2.0• Existence of a • No gatekeepers, direct to communication the audience gatekeeper e.g. news • Unlimited editor, journalists coverage/reach• Limited coverage/reach • No time factor – through• Time factor – limited, search engine people read optimisation and newspapers/magazines Google’s cache, your info once or twice. can stay online for an unlimited time.
Differences between the Traditional & New model of PR Traditional PR 2.0• Sender focused – what you • Receiver focused – what you want to send out? want readers to read to draw• Time delay updates them to you?• Little to no interactivity with • Real-time updates audience. • Greater interactivity with the• Users cannot simply create audience, personalised their own content and relationship publish it. • Communications are now in the hands of many rather than few, how it used to be with traditional media – leverage on user-generated content such as blogs, Youtube.
Implications of PR 2.0• Personalisation• Interactivity• Mobility• Speed• Efficiency
Student ActivityGet into groups of five – each group is an agencyrepresenting a major client. Choose your client below:
Student ActivityYour client is planning to launch their annual month-long CSR campaign and has assigned your agency togenerate publicity 2 months before the campaign islaunched and to assess the campaign’s effectiveness 2months after using PR 2.0 tools.Based on this timeline, you are to design and present toyour client a strategic communications plan using themost appropriate PR 2.0 tools and tactics whileadhering to your client’s corporate image andphilosophy.