Modern PR involves building relationships rather than just contact lists, creating dialogues rather than email chains, and fostering peer-to-peer interactions instead of vendor-customer transactions. It also highlights specialized expertise rather than just product silos and showcases companies as community innovators rather than just manufacturers. PR is becoming focused on content, analytics using various tools, search engine optimization, and social search.

1. Modern PR
Elizabeth Sosnow

2. Modern PR
• Builds relationships, not “contact lists”
• Creates dialogue, not email chains
• Fosters peer to peer interaction, not vendor to customer
transactions
• Highlights specialized expertise, not product silos
• Showcases companies as community innovators, not
“manufacturers”
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3. PR is becoming…Content
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4. PR is becoming…Analytics
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5. PR is becoming…tools
• Social networks: Twitter, LinkedIn, Facebook, YouTube,
plus countless niche communities
• Influencers: Klout, Peer Index, Listorious, Alianzo
• Measurement: Google Analytics, Twitalyzer, Traackr,
Glide Intelligence, Which Test Won, SAS Social Media
Analytics
• Monitoring: Radian6, Research.Ly, Social Mention
• Analytics: Exportly, Bitly, Google Insights, Global Web
Index, Open Heat Map, PostRank
• Competitors: Topsy, WeFollow, Backtype,
WebsiteGrader
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6. PR is becoming…SEO
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Keyword identification
Website development
Content creation to match search trends
Rewriting URLs & tagging
Link acquisition & building
Tools Bonus: Word Tracker, SEO Gadget,
Ontolo
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7. PR is becoming…social search
• Google places higher ranking priority on
individuals who demonstrate social credentials:
– Prioritize the personal brands that add the most value to
your enterprise
– Create “digital map” of required locations, from the
obvious to the not-so-obvious
– Develop content that ties Analytic insights to SEO
patterns to audience needs
– Measure & continuously adjust behavior & content
– Added bonus and challenge: Your PR person’s personal
brand may be much better than your own
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8. What Modern PR Agencies Do
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