PR 2.0 PR 2.0 New Media, New Media, New Tools, New AudiencesNew Tools, New Audiences

By Deirdre BreakenridgeBy Deirdre Breakenridge

PR 2.0: DiscussionPR 2.0: Discussion

How do you apply these tools now? How do you apply these tools now? Which tools are most valuable in your Which tools are most valuable in your

work? work? How do you apply them now? How do you apply them now? Will this change after this course or after a Will this change after this course or after a

change in job?change in job? Where is this going next?Where is this going next?

PR 2.0 UpdatePR 2.0 Update

Saolis and Breakenridge: New EditionSaolis and Breakenridge: New Edition March 2009March 2009 Putting Public Back in PR: How Social Putting Public Back in PR: How Social

Media is Media is

PR 2.0PR 2.0

Transition – Again, Relationships - KeyTransition – Again, Relationships - Key PR as management function – Ed BernaysPR as management function – Ed Bernays Research venues: 1) market research, Research venues: 1) market research,

2) competitive Intelligence2) competitive Intelligence

3) audience opinion; 4) media research3) audience opinion; 4) media research

5) monitor communications and 5) monitor communications and editorial coverageeditorial coverage

PR 2.0 Social MediaPR 2.0 Social Media

Internet-based, facilitates conversationInternet-based, facilitates conversation

between people between people Reinvents communication, humanizes Reinvents communication, humanizes Engages peopleEngages people Strong research capabilityStrong research capability Fundamentals remain sameFundamentals remain same

PR 2.0 Reaching Wired MediaPR 2.0 Reaching Wired Media

Don’t neglect the human elementDon’t neglect the human element Internet allows end run around PR mavenInternet allows end run around PR maven Internet is 24/7, except Adam, we aren’tInternet is 24/7, except Adam, we aren’t Being content expert shows your valueBeing content expert shows your value

PR 2.0: Highbeam.comPR 2.0: Highbeam.com WALKERS DEFY WARNINGS ABOUT TRAILS PORTSMOUTH RESIDEN

TS SAY PATHS NEAR RAILROAD TRACKS TRIM TIME.(LOCAL)

The Virginian PilotThe Virginian Pilot; Feb 28, 2000; Hopkins, John ; 700+ Words; Feb 28, 2000; Hopkins, John ; 700+ Words Even though the railroad tracks present a potential danger Even though the railroad tracks present a potential danger to...relied on the paths that follow the tracks for years. For to...relied on the paths that follow the tracks for years. For decades, they have...well-worn paths that cross or follow railroad decades, they have...well-worn paths that cross or follow railroad tracks and provide access to schools...highway overpasses and tracks and provide access to schools...highway overpasses and across the tracks. In recent years, ...across the tracks. In recent years, ...

Walking on railroad tracks is a no-no.(Local)(Letter to the editor)

The Virginian PilotThe Virginian Pilot; Oct 13, 2006; 302 Words; Oct 13, 2006; 302 Words ...walking on railroad ...walking on railroad tracks. The caption...never to walk on railroad tracks. Last year, tracks. The caption...never to walk on railroad tracks. Last year, 467...the U.S. while trespassing on railroad tracks and another 467...the U.S. while trespassing on railroad tracks and another 407...safe to walk on railroad tracks. Fortunately...arrested for 407...safe to walk on railroad tracks. Fortunately...arrested for trespassing. If The Pilot...pictured. ...trespassing. If The Pilot...pictured. ...

RAILROAD TRACK PEDESTRIAN SAFETY OPERATION

US Fed News ServiceUS Fed News Service, Including US State News; Jan 6, 2009; 230 , Including US State News; Jan 6, 2009; 230 WordsWords ...of trespass activity along the railroad track right of way. ...of trespass activity along the railroad track right of way.

PR 2.0: CornePR 2.0: Cornerbarprbarpr.comr.com

60,000 60,000 mediamedia contacts contacts Built on issues of import to PRBuilt on issues of import to PR Features: “Bar tools”, grammar sectionFeatures: “Bar tools”, grammar section ““Perfect Pitch” national media tipsPerfect Pitch” national media tips

““CEO Syndrome”CEO Syndrome”

Top 10 Things I Wish the CEO KnewTop 10 Things I Wish the CEO Knew

PR 2.0: Hoovers.comPR 2.0: Hoovers.com Union Pacific Union Pacific CorporationCorporation Omaha, NE, United StatesOmaha, NE, United States (NYSE: (NYSE: UNP)) Print Print E-Mail 360° Company Information360° Company Information Company Overview Company Description Company Description Locations Executives Financials

Financial Statements Income Statement Balance Sheet Cash Flow Historical Financial Data Stock Quote Interactive Stock Chart

PR 2.0 SM News ReleasePR 2.0 SM News Release

Combine the best of both Combine the best of both Good writing, “sticky” designGood writing, “sticky” design Multiple elements Multiple elements Company boilerplateCompany boilerplate Click to recent publicity, archives Click to recent publicity, archives

PR 2.0: RSSPR 2.0: RSS

Real Simple SyndicationReal Simple Syndication A family of Web feed formats used to A family of Web feed formats used to

publish frequently updated contentpublish frequently updated content Examples: blogs, news headlines, Examples: blogs, news headlines,

podcasts, video, vlogspodcasts, video, vlogs AOL, Yahoo!, MSN, NYTimes, WashPostAOL, Yahoo!, MSN, NYTimes, WashPost

all syndicated on RSSall syndicated on RSS

PR 2.0: RSS MethodPR 2.0: RSS Method

Use Blogger or Content Mgmt SoftwareUse Blogger or Content Mgmt Software Create a post on the Web site and the Create a post on the Web site and the

software automatically updates the RSSsoftware automatically updates the RSS Examples: Examples: typepad.com; woodpress.comtypepad.com; woodpress.com

blogger.com; postnuke.comblogger.com; postnuke.com To view the RSS, you need a “feed To view the RSS, you need a “feed

reader.” Enter the feed’s link or click the reader.” Enter the feed’s link or click the RSS icon on your browser.RSS icon on your browser.

PR 2.0: CisionPR 2.0: Cision

Software for medium to large companiesSoftware for medium to large companies Cision: software tools and resources including Cision: software tools and resources including

media research, media lists, press clippings & media research, media lists, press clippings & media monitoring services, and evaluation of media monitoring services, and evaluation of media coveragemedia coverage. .

Cision’s media intelligence and insight improve Cision’s media intelligence and insight improve your communication performance, build your your communication performance, build your reputation, and maximize the results of your reputation, and maximize the results of your media relations efforts.media relations efforts.

Cisco: Networking for InternetCisco: Networking for Internet

Interview New Media Director Interview New Media Director Jeanette GibsonJeanette Gibson Evolution of Video News Release in 9 yrs Evolution of Video News Release in 9 yrs Storytelling takes hold, began with streamStorytelling takes hold, began with stream in 1990in 1990 Launch Human Network in 2006, plus ROILaunch Human Network in 2006, plus ROI

PR 2.0: Leaders SpeakPR 2.0: Leaders Speak

Interviews with Edelman’s VP Social Interviews with Edelman’s VP Social MediaMedia

Tim Bray, Director, Web Technology, SunTim Bray, Director, Web Technology, Sun

Microsystems, everyone blogsMicrosystems, everyone blogs Stephen Johnston, Sr. Mgr. Nokia’s Corp. Stephen Johnston, Sr. Mgr. Nokia’s Corp.

Strat., SM levels the playing field-14 yr. old Strat., SM levels the playing field-14 yr. old in KS has more friends than a multi-billion in KS has more friends than a multi-billion dollar branddollar brand

PR 2.0:VideoPR 2.0:Video

Top 6 Reasons to Use Video:Top 6 Reasons to Use Video: 1) Improved, faster technology1) Improved, faster technology 2) Accessible production capabilities2) Accessible production capabilities 3) Improved compression and playback3) Improved compression and playback 4) The YouTube Expectation4) The YouTube Expectation 5) The iPod Revolution5) The iPod Revolution 6) Less time to understand content6) Less time to understand content

PR 2.0: Video/AudioPR 2.0: Video/Audio

PR 2.0: TwitterPR 2.0: Twitter

Evan Williams, CEO/cofounder of Twitter. Evan Williams, CEO/cofounder of Twitter. (Charlie Rose, Friday, Feb. 27, 2009)(Charlie Rose, Friday, Feb. 27, 2009) At a Churchill Club event in San Francisco on Tuesday, Twitter co-At a Churchill Club event in San Francisco on Tuesday, Twitter co-

founder and CEO Evan Williams brushed off--again--criticisms that founder and CEO Evan Williams brushed off--again--criticisms that the company is slow to turn on its revenue-generating engines. the company is slow to turn on its revenue-generating engines.

(Rejected (Rejected Facebook bid, rumor $500 million)Facebook bid, rumor $500 million)

"We will make money, and I can't say exactly how because...we "We will make money, and I can't say exactly how because...we can't predict how the businesses we're in will work."can't predict how the businesses we're in will work."

Williams said, "We're looking at Q1 for revenues." This is a change Williams said, "We're looking at Q1 for revenues." This is a change from the original, pre-economic meltdown plan. "The original plan from the original, pre-economic meltdown plan. "The original plan was to focus on revenues in 2010. That's no longer the case, since I was to focus on revenues in 2010. That's no longer the case, since I don't want to raise money in 2009." He said living “more publicly don't want to raise money in 2009." He said living “more publicly can have a positive effect and provide opportunities for self-can have a positive effect and provide opportunities for self-expression.”expression.”

Embracing PR 2.0Embracing PR 2.0

Don’t tiptoeDon’t tiptoe Jump into the deep endJump into the deep end Blog, open Facebook, MyRagan, LinkedIn, Blog, open Facebook, MyRagan, LinkedIn,

Classmates, RSS, podcasts, video streamClassmates, RSS, podcasts, video stream eMarketer.com (2007) said 51% of 13-24 eMarketer.com (2007) said 51% of 13-24

spent time on these user sitesspent time on these user sites 25-41 the rate? 35%25-41 the rate? 35% 42-60 on sites 27% of time42-60 on sites 27% of time

PR 2.0 Jump Right InPR 2.0 Jump Right In

Marketing is ConversationMarketing is Conversation Steve Lubetkin, APR, role at Bank of Steve Lubetkin, APR, role at Bank of

America during $47 billion mergerAmerica during $47 billion merger Used blog and other SM tools Used blog and other SM tools

Professional Use of PR 2.0Professional Use of PR 2.0

Best PR 2.0 ApproachBest PR 2.0 Approach

Innovation to drive businessInnovation to drive business Effective communications inside and outEffective communications inside and out Increase the reach of your organizationIncrease the reach of your organization Interactive forum with thought leadersInteractive forum with thought leaders Communicate with your audiencesCommunicate with your audiences

Path to PR GreatnessPath to PR Greatness

Brian Solis, founder of Future Works in Brian Solis, founder of Future Works in San Francisco, a founding father of 2.0San Francisco, a founding father of 2.0

Sees an era of great PR and outbound Sees an era of great PR and outbound customer service.customer service.

It’s finding a new channel to connect It’s finding a new channel to connect people through relationships through people through relationships through channels of influence and conversation.channels of influence and conversation.

PR 2.0: New EditionPR 2.0: New Edition

Brian Solis and Deirdre’s latest edition:Brian Solis and Deirdre’s latest edition: March 2009March 2009 Putting Pubic Back in PR: Putting Pubic Back in PR:

How Social Media is Reinventing theHow Social Media is Reinventing the

Aging Business of Public RelationsAging Business of Public Relations