Download - Public Relations 2.0
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Public Relations 2.0How it differs from Public Relations 1.0
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Public relations (PR) used to be fairly straightforward.
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You hired a PR firm that had good relationships with journalists ....
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...they listened to your story, drafted a pitch and “sold in” your story to a journalist.
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Then the story of your company appeared in the media (also known as a “hit”)
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.... which raised your profile. And everyone was very happy.
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There was a choice between two types of PR firm:
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The ones which practised PR 1.0
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and the ones which practised PR 2.0
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PR 1.0 firms were huge, well-established, multi-national PR firms...
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... who didn’t really “get” blogging and Twitter.
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Whereas PR 2.0 firms were much newer and determined to be “different” ...
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...but sometimes they were so focused on blogs and Twitter...
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...that the quantity of press cuttings became more important than the quality.
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With the rise of blogs, PR firms are able to generate many more “hits” with far less effort
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Most PR firms put interns or their most junior members of staff on “web raiding” duty....
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...to post marketing messages online for the firm’s low-priority clients...
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....while only their high-priority clients benefit from time-consuming media relations.
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Public Relations has always been extremely labour intensive .
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In order to increase the effectiveness of public relations, you just need to...
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...increase the number of experienced PR professionals working on a specific activity.
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This makes Public Relations a bit more complicated.
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So which type of PR should you choose ?
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Here are some differences and similarities between traditional and social media.
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1. Traditional media coverage is much rarer than social media coverage ...
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Coverage, in print magazines especially, is finite.
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You can get anything from two to 52 issues per year.
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So if your company gets a mention in one of these, it’s pretty impressive.
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Whereas, the blogosphere is infinite ... and still growing.
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So if your company gets a mention in the online social media ...
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It can very easily get lost ...
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There are also the “grey” areas where traditional and
social media meet
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Blogs on news sites, live polls and user comments on websites
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Which one would you prefer?
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A very small mention in The Financial Times or the Wall Street Journal .....
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... or a very big mention in somebody’s blog ?
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After all, there are only so many newspapers and magazines
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while there are endless numbers of blogs.
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2. Social media tools are relatively cheap and available to everyone
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which makes it easier for anyone to publish information about themselves ...
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... Whereas traditional media requires a significant financial outlay to publish and distribute information.
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3. Both social media and traditional media can reach a wide range of audiences
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For example, a blog or a TV programme can reach millions or just a few people.
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4. Traditional media can have a lead in time of weeks or even months...
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... whereas social media can be virtually instantaneous
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5. Unlike Public Relations 1.0, Public Relations 2.0 has no go-between to re-write your story for you
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6. Traditional media is publically accountable for what it publishes...
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...there are laws and codes of practice regarding publishing what is in the public interest and editorial independence
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Social media is not accountable for what it publishes
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And some bloggers have been found guilty of libel or slander resulting in fines or even prison
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So which is better – PR 1.0 or PR 2.0?
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It doesn’t really matter if you’re blogging, meeting someone in Second Life ...
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... or briefing journalists in your local cafe ...
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... if you’re reaching out to people and getting your story across, then it’s all good.