pr 2.0 in a nutshell
DESCRIPTION
PR 2.0 made simple!TRANSCRIPT
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WHAT IS PR 2.0?
• Direct conversation with public– Elimination of middleman
• Relationship building– Mutually beneficial
• Customers as “followers”• Social media domination
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BUT HOW CAN I SUCCEED?
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STRONG SOCIAL MEDIA PRESENCEcan u name
them all?
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CONSISTENT IMAGE
….to build your personal brandWatch what you tweet!
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GOOD CONTENT
• Feed your target market• Remain relevant
– Up-to-date info– Specific point of view– Write about related topics
• Choose your mediums– Focus on a few SM apps/pages & dedicate
yourself to them– Spreading yourself too thin can result in weak
image & cause overwhelm
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UNDERSTAND YOUR AUDIENCE
Who are my readers?How can I reach them?
Why would they listen to me?
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BUT HOW CAN I COMBINE THESE ELEMENTS
TOGETHER?
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BY TELLING A STORY….of course!
if you don’t, you may end up here….
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TELLING THE STORY• Imperative to success• Establish brand mantras
– The use of stories to establish core brand objectives• Resonate with audience
– Engage audience– Make them feel included
• Authenticity & originality– How is your story different?
• Reach out through different mediums• Learn from feedback & engage in conversation
– Adds credibility– Builds trust– Creates mutually beneficial relationship
• Monitor & track your brand– Growth in followers– Measurement system– Online reputation
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TELLING THE STORY…tactics 4 success
• Include pictures, videos, sound– Heightened interest through use of visuals– Facilitates greater understanding
• Use metaphors– Help narrative by forming mental pictures – Stays in memory longer
• Pinpoint conversations relevant to your brand– Which SM conversations is your audience
active in?
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BUT HOW CAN I GET MY STORY OUT THERE?
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GETTING NOTICED
• Establish SEO strategy– Leverage search engines– Makes it easier for potential “followers” to find
you– Helps to create “embassies” within a sphere of
social networks• Builds trust & salience
• Utilize “Google Ad Words Keyword Tool”
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PR 2.0 IN PRACTICE50 ALTERNATIVE WAYS TO CONSUME
NEWS IN 2010….an experiment by Adam Vincenzini (PR veteran @ Paratus Communications)
• Jan. 1, 2010 gave up newspapers for a year• Main replacements:
1. People 4. All Top2. Twitter 5. Yahoo Pipes3. Google Reader 6. Screensaver News
• Findings:– Blackberry more important than ever– Quantity replacing quantity
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BUT HOW DOES PR 2.0 AFFECT YOUR
BUSINESS?
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PR 2.0 & Your Business
• Encourage employees to engage in SM– Implement policies– Encourage webinars/seminars– Evaluate resources to ensure you can
support social media monitoring
• Relationship building“Companies that don’t realize their markets are now
networked person-to-person and deeply joined in conversation are missing their best opportunities”
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EVEN EINSTEIN AGREES
“Few people are capable of expressing with equanimity opinions which differ from the
prejudices of their social environment. Most people are even incapable of forming such
opinions”
• Takes a courageous person to go against the grain & illustrate a new approach, own it & take risks.
• Just because everyone is doing it does not mean it is great (even if it gets a lot of votes on digg!)
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EVEN EINSTEIN AGREES
“Everyone should be respected as an individual, but no one
idolized”
• We don’t need a bunch of internet celebrities
• We need people that work hard to make a difference
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EVEN EINSTEIN AGREES
“Strive for value, not success”
• Everyone defines value differently• See how your audience defines it, and
deliver to them relentlessly!
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PR 2.0 in Summary
• PR practitioners do not play the same role as they used to
• PR Practitioner = Media Producer– Uses a hybrid of online, social and traditional
mediums to reach audience– Story tellers– Utilizes various media forms to deliver key
message– Social capital– Building loyal following