PR 2.0 presentation Emerson College

1. PR 1 dot OH, PR 2 dot OH,
PR 3 dot OH,and counting…
http://justpaste.it/emerson
Emerson College, Boston
Kasteel Well

2. What’s in a name?

3. • Ward van Beek
• In PR since 1990
• Datastream (now Thomson Reuters)
• Sun Microsystems
• Whizpr (2000 – 2010)
• Communications agency
• All about content
• International PR & Social Media

4. PR 1.0
a.k.a. traditional PR
Tools and Instruments?

5. PR 1.0
a.k.a. traditional PR
Tools and Instruments?
Press Release
Press Conference
One-one briefing
Interview
Photo-opp

6. PR 1.0 evolving
Media used
• Letters
• Faxes
• Face to Face
• One-one
• One-many
• Photo’s
• Phone calls/Lobbying
Names and Network

7. PR 1.0 evolving
Media used
• Letters
• Faxes
• Face to Face
+ • E-mail
• Web sites
• Blogs
• Microblogs
• One-one • Wikipedia
• One-many • Video
• Photo’s • Games
• Social Media
• Phone
• Twitter
calls/Lobbying
Names and Network •USER Generated
Content

9. PR 2.0, online PR
• Interaction
• User generated content
• Real-Time
• Fragmentation of media
• Disintermediation
• Losing Importance of Gatekeeper/Journalist
• Less Control
• (News)media are suffering
• Advertising down, budgets down

10. Flat Earth News
Nick Davies
Traditional Press
Losing authority
Losing readers/viewers
Losing advertisers
Losing budgets
Losing time
Losing…
– Publishing on web is easy
– Need great content to feed and capture target audience

11. New trends forPR:
Journalism becomes Churnalism
• Individuals are gatekeepers
• Individuals as publishers:
– Blog
– Wiki’s
– Podcasts
– Citizen journalists
– Cybersmears / gripe sites
– No scrunity -> often
inaccurate, incomplete, biased, poorly written:
CHURNALISM

13. On the upside
• PR is all about relationships; online and offline
• PR knows how to write
• PR knows how to tell a story
• PR has the resources
• PR has the credibility
• PR can now communicate directly with
audience, no more gatekeepers
• More need for content
• Press has less more time…

14. On the downside
• Everybody is now gatekeeper
• Everybody can write and publish
• The audiences are all over the place
• 10 times more media and contacts
• Monitoring and webcare: fultime jobs
• Listening added to talking
• Constant hunger for good and fast content
• Press has too little time
• Media disappear
• No more embargoes

15. GotContent?
– Deal with fragmentation
– Produce for multiple uses: write once, publish
everywhere
– Be alert, open, honest
– Be willing to share, and give
– Listen before you talk
– Earn Friends, earn ‘likes’

16. POEM
–Paid Media (bannering/advertising)
–Owned Media
(Blog, Twitter, Newsletter)
–Earned Media (third party)

18. When things go wrong
• admit the error in the social space where the error was
made
• apologize – make a genuine apology, and contact
directly those who have complained
• take corrective action – contact key influencers in the
target audience, asking them for feedback on how to
make amends, and be seen to use the feedback.
• Be fast
• Be visible
• Be open and honest, transparant

20. But please consider
• Social media are not a replacement for the old
tactics: It’s and… and… and…
• Always combine message, public and channel
• Advanced technology is useful tool
• Adapt content to media: Social Media Release,
Video Release, Blog
• Think before you start
• Combined tactics strengthen a campaign

21. Issues
• Astroturfing
• Faking identity (Spoofing)
• Anonymous mudslinging (Facebook vs Google)
• Wrong material for media selected
• Deal with loud & unhappy customers
• Answer argument or not?
• Twitterized Press Release?

22. Trends
• Infographic
• Video (not same as Viral)
• Sharing on Facebook
• Further merge of editorial and commercial
• Merge of Paid/Owned and Earned
• (press release next to editorial articles)
• Combined tactics!
• Growing role of Webcare
• Measurement ROI/Dashboards
• Spinning and Framing become more difficult

23. Conclusion
The future is social
Is real-time
Is all about relevant content
about transparancy
about multiple way relationships and interaction
The future is all about PR