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1




PR 2.0

Future-Proofing
Public Relations

Pinnacle Trainer

Dr Paul Marsden
paul.marsden@clickadvisor.com
2




Your Pinnacle Trainer - Dr Paul Marsden
Author, Consultant, Researcher
3




What we’ll cover today...
               Participatory Media                                                        ...
4




Web 2.0:
A Primer for PR Execs
5




What is Web 2.0?
6




What is Web 2.0?
7




Web 2.0 / The Participatory Web
8




Web 2.0 / The Participatory Web
9


        Web 1.0                   Web 2.0
         Publishers               Publishers
                               ...
10




Web 2.0 / The Participatory Web / Where’s the Mouse?
11




Web 2.0 puts YOU, the user in control
12




And coupled with mainstreaming of Web access...
13




                               “To find something comparable you
                                  have to go back 5...
14




So what for PR?
    7 Implications
15




                                   Online PR / Managing what others
                                   say about yo...
16




                                  WOULD YOU
                                  RECOMMEND
                           ...
17




                    How likely would you be to recommend us?

0   1   2       3        4    5     6     7     8    ...
18




“A 12% increase in NPS correlates
     to a doubling of growth”
19




1 / PR matters more than ever because what others say
about you is more important than what you say about yourself
20




1 / PR matters more than ever because what others say
about you is more important than what you say about yourself
21




1 / PR matters more than ever because what others say
about you is more important than what you say about yourself
22




2 / But our PR contact book needs to be updated to include
a new generation of media influencers
23




3 / We need to befriend Google, the world’s reputation
management system - and tomorrow’s PR metric
24




                         Die Press Release! Die, Die, Die!
                                    Tom Foremski - Finan...
25




5 / And go beyond the written word
26


“Something remarkable is worth talking
about. Worth noticing. Exceptional. New.
Interesting. It’s a Purple Cow. Borin...
27




7 / PR evolving from messaging to igniting conversations
28




              Workshop Activity

  Thinking about Web 2.0, what’s the one
thing you’d change about how you do PR?
29




Blogs & RSS:
Web 2.0 News Release & Wire
30


The Web Log
News Release Platform
 Online interactive news page (“web log”)
 Today’s news release
 Personal and/or pr...
31


The Web Log
News Release Platform
 Online interactive news page (“web log”)
 Today’s news release
 Personal and/or pr...
32


The Web Log
PR Uses + Tech Resources
 PR Uses                                  Tech Resources
    Communicating news ...
33




Variations on a Blog Theme: The Corporate News Blog
34




Variations on a Blog Theme: The Executive Blog
35




Variations on a Blog Theme: The Idea Blog
36




Variations on a Blog Theme: The Idea Blog
37




Variations on a Blog Theme: The Idea Blog
38




Variations on a Blog Theme: The Idea Blog
39




Variations on a Blog Theme: The Idea Blog
40


Pitching Bloggers
An Effective 5-Point Plan
 Get a blog - and post your story to it
 Use Google Blog Search/Google Pa...
41


Responding to Bloggers
An Effective 5-Point Plan
 Know they are there and monitor with
 google alerts and/or monitori...
42


RSS
The Newswire for the Web

 Really Simple Syndication
 The Web’s newswire solution
 New fast way to get web conten...
43


RSS
The Newswire for the Web

 Really Simple Syndication
 The Web’s newswire solution
 New fast way to get web conten...
44


RSS
PR Uses + Tech Resources
 PR Uses                              Tech Resources
    Monitoring news efficiently and ...
45
                                              A
                                            Kn stro
                   ...
46




More Variations on a Blog Theme: The Flog
47




More Variations on a Blog Theme: The Micro Blog
48




More Variations on a Blog Theme: The Micro Blog
49




More Variations on a Blog Theme: The Micro Blog
50


The Micro Blog
PR Uses + Tech Resources
 What it is...                         PR Uses
     Short SMS style news (tex...
51


The Micro Blog
PR Uses + Tech Resources
 What it is...                         PR Uses
     Short SMS style news (tex...
52


The Micro Blog
PR Uses + Tech Resources
 What it is...                         PR Uses
     Short SMS style news (tex...
53




More Variations on a Blog Theme: The Video Blog/Podcast
54




More Variations on a Blog Theme: The Video Blog/Podcast
55




More Variations on a Blog Theme: The Video Blog/Podcast
56


The Video Blog / Podcast
PR Uses + Tech Resources
 What it is...                     PR Uses
     Video/Audio blog co...
57


The Video Blog / Podcast
PR Uses + Tech Resources
 What it is...                     PR Uses
     Video/Audio blog co...
58




              Workshop Activity

    Come up with three ways your PR
department could use blogging technology
  to ...
59




Social Media & Social Networking:
Syndication and Contacts
60




               Workshop Activity

Let’s begin with a game, imagine you are PR
 manager for Coca-cola or Mentos. Wat...
61




               Workshop Activity

Let’s begin with a game, imagine you are PR
 manager for Coca-cola or Mentos. Wat...
62




               Workshop Activity

Let’s begin with a game, imagine you are PR
 manager for Coca-cola or Mentos. Wat...
63




               Workshop Activity

Let’s begin with a game, imagine you are PR
 manager for Coca-cola or Mentos. Wat...
64




Coke + Mentos PR challenge
 Mentos                                     Coke




                                   ...
65




Two years later...
66




Media just went “social”
 Media sharing sites have transformed the people formally know as the
 audiences into...

...
67


Social Media
Media syndication service
 Umbrella term for media sharing

 Includes blogs, media sharing
 platforms, a...
68


Social Media
Media syndication service
 Umbrella term for media sharing

 Includes blogs, media sharing
 platforms, a...
69


Social Media
Media syndication service
 PR Uses                              Tech Resources (ctd)
    Establishing Th...
70

                                           Sta Sha
                                              rt a re a
           ...
71

                                           Sta Sha
                                              rt a re a
           ...
72




Variations on a Social Media Theme: Knowledge Sharing
73




Variations on a Social Media Theme: Wikis
74


Wikis
Co-created content

 Means “fast” in Hawaiian

 Co-created knowledge repository

 Multiple contributors; Users ...
75


Wikis
Co-created content

 Means “fast” in Hawaiian

 Co-created knowledge repository

 Multiple contributors; Users ...
76




Variations on a Social Media Theme: Deal Sharing
77


Social Networking Platforms
Web 2.0 Contact Book
 Social media - contact sharing

 Web 2.0 contact book

 Blogging fu...
78


Social Networking Platforms
Web 2.0 Contact Book
 Social media - contact sharing

 Web 2.0 contact book

 Blogging fu...
79


Social Networking Platforms
PR Uses + Tech Resources
 PR Uses                           Tech Resources
    Contact ma...
80


Social Networking Platforms
PR Uses + Tech Resources
 PR Uses                           Tech Resources
    Contact ma...
81




               Workshop Activity

    Come up with three ways your PR
department could use social media (media /
co...
82




The Future of Online PR
83




Hawthorne Plant / Chicago / 1924
84




Workers asked to participate in special tests
85




Like working under brighter lights...
86




Or working under darker lighting...
87




Or working shorter hours...
88




Or working longer hours...
89




Workers advocated whatever their participation involved
90




Was it something in the Hawthorne water?
91




No, participation creates a positive psychological bias
92




                    The Hawthorne Effect
                 Positive Bias of Participation




No, participation crea...
93




Hawthorne Effect can be bad for market research
94




                         Hey boss, can we ask
                         you for some advice?




But great for you.....
95




And for PR, “Participatory PR” (Virtual Advisory Boards)
96




And for PR, “Participatory PR” (Crowdsourcing Contests)
97




And for PR, “Participatory PR” (Crowdsourcing Contests)
98




The Future is...Participatory PR
99




The Future is...Participatory PR
100




The Future is...Participatory PR
101




    If your PR department ran a
participatory Pop Idol contest, what
        would that contest be?
102




    Thank you!
paul.marsden@clickadvisor.com
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PR 2.0: How Brands are Harnessing Participatory Media in Public Relations

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Course document for one day course for PR execs on integrating Web 2.0 participatory media tools into Public Relations

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PR 2.0: How Brands are Harnessing Participatory Media in Public Relations

  1. 1 PR 2.0 Future-Proofing Public Relations Pinnacle Trainer Dr Paul Marsden paul.marsden@clickadvisor.com
  2. 2 Your Pinnacle Trainer - Dr Paul Marsden Author, Consultant, Researcher
  3. 3 What we’ll cover today... Participatory Media Micro Blogging Executive Blogs Influencer Outreach Read / Write User Generated Content Mobile Web 2.0: Web Apps Idea Blogs Blogs & RSS: A Primer for PR Execs Web 2.0 News Release & Wire Flogs Live Streaming Cloud Computing Interactive Expert Blogs Mind Streaming True Multimedia PR 2.0 Astroturfing Social Tagging Photo Sharing Social News Video Sharing Social Networking Crowdsourcing Open Innovation Social Media & Social Networking: PR 2.0: Aggregators Web 2.0 Syndication & Contact Book The Future Co-creation File Sharing Slide Sharing Applications Social Bookmarking Advisory Boards Wikis
  4. 4 Web 2.0: A Primer for PR Execs
  5. 5 What is Web 2.0?
  6. 6 What is Web 2.0?
  7. 7 Web 2.0 / The Participatory Web
  8. 8 Web 2.0 / The Participatory Web
  9. 9 Web 1.0 Web 2.0 Publishers Publishers Web 2.0 Audience Audience Web 2.0 / The Participatory Web
  10. 10 Web 2.0 / The Participatory Web / Where’s the Mouse?
  11. 11 Web 2.0 puts YOU, the user in control
  12. 12 And coupled with mainstreaming of Web access...
  13. 13 “To find something comparable you have to go back 500 years to the printing press, the birth of mass media. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” Rubert Murdoch We have a Web 2.0 media revolution on our hands
  14. 14 So what for PR? 7 Implications
  15. 15 Online PR / Managing what others say about you online Online Marketing / Managing what you say about yourself online The fundamentals stay the same...
  16. 16 WOULD YOU RECOMMEND US? 1 / PR matters more than ever because what others say about you is more important than what you say about yourself
  17. 17 How likely would you be to recommend us? 0 1 2 3 4 5 6 7 8 9 10 10 Detractors Neutrals Promoters
  18. 18 “A 12% increase in NPS correlates to a doubling of growth”
  19. 19 1 / PR matters more than ever because what others say about you is more important than what you say about yourself
  20. 20 1 / PR matters more than ever because what others say about you is more important than what you say about yourself
  21. 21 1 / PR matters more than ever because what others say about you is more important than what you say about yourself
  22. 22 2 / But our PR contact book needs to be updated to include a new generation of media influencers
  23. 23 3 / We need to befriend Google, the world’s reputation management system - and tomorrow’s PR metric
  24. 24 Die Press Release! Die, Die, Die! Tom Foremski - Financial Times 4 / We need to embrace Web 2.0 interactivity
  25. 25 5 / And go beyond the written word
  26. 26 “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin 6 / But it’ll be what we do, not what we say that matters
  27. 27 7 / PR evolving from messaging to igniting conversations
  28. 28 Workshop Activity Thinking about Web 2.0, what’s the one thing you’d change about how you do PR?
  29. 29 Blogs & RSS: Web 2.0 News Release & Wire
  30. 30 The Web Log News Release Platform Online interactive news page (“web log”) Today’s news release Personal and/or professional news Personal perspective (editorial style) Easy to set up and use (70 million+) Readers can comment on stories (“posts”) Readers can subscribe to updates Organised, searchable and archived by story Supports multimedia content Linked together into communities Google loves them
  31. 31 The Web Log News Release Platform Online interactive news page (“web log”) Today’s news release Personal and/or professional news Personal perspective (editorial style) Easy to set up and use (70 million+) Readers can comment on stories (“posts”) Readers can subscribe to updates Organised, searchable and archived by story Supports multimedia content Linked together into communities Google loves them
  32. 32 The Web Log PR Uses + Tech Resources PR Uses Tech Resources Communicating news online Wordpress / Blogger (www.wordpress.org / Establishing expertise in your field www.blogger.com) Demonstrating thought leadership MovableType Engaging constituents (www.movabletype.com) Interacting with stakeholders Posterous (www.posterous.com) Putting a human face on Google Blog Search organisation (www.blogsearch.google.com) Engaging blogger community Google PageRank Managing crises (www.toolbar.google.com) Technorati (www.technorati.com)
  33. 33 Variations on a Blog Theme: The Corporate News Blog
  34. 34 Variations on a Blog Theme: The Executive Blog
  35. 35 Variations on a Blog Theme: The Idea Blog
  36. 36 Variations on a Blog Theme: The Idea Blog
  37. 37 Variations on a Blog Theme: The Idea Blog
  38. 38 Variations on a Blog Theme: The Idea Blog
  39. 39 Variations on a Blog Theme: The Idea Blog
  40. 40 Pitching Bloggers An Effective 5-Point Plan Get a blog - and post your story to it Use Google Blog Search/Google PageRank to identify influential blogs around your keywords Contact bloggers directly by email (use IM/blog contact form to make first contact) with link and short summary of your post, referring to one of their posts relevant to your story Offer a new angle to your post and include multimedia links (Don’t send/attach PR SPAM (aka a Press Release)) - offering incentives is ok If you don’t get a reply, post a public comment to a relevant post on their blog with a link to your story
  41. 41 Responding to Bloggers An Effective 5-Point Plan Know they are there and monitor with google alerts and/or monitoring service (e.g. Radian6 / Scoutlabs) t Contact author directly by email (use a figh ys contact form to make first contact), thank ick bu r p w ho rrel them for their interest - offer new facts/ N eve m an ba h a t he materials/new angle for a followup post wit nk by ain h is i Mar k Tw Add a response to your site If you don’t get a reply, post a comment to a relevant post on their blog with a link to your story Be polite and conversational - do not be aggressive, and don’t threaten
  42. 42 RSS The Newswire for the Web Really Simple Syndication The Web’s newswire solution New fast way to get web content Subscribe to news updates (feeds) Receive all site updates in single place Offer news updates from your site Email client / browser based news reader
  43. 43 RSS The Newswire for the Web Really Simple Syndication The Web’s newswire solution New fast way to get web content Subscribe to news updates (feeds) Receive all site updates in single place Offer news updates from your site Email client / browser based news reader
  44. 44 RSS PR Uses + Tech Resources PR Uses Tech Resources Monitoring news efficiently and Feedburner (podcast feed) conveniently (www.feedburner.com) Offering (custom) user friendly Wordpress (www.wordpress.org) news/information feeds to constituents
  45. 45 A Kn stro ow tur the fing Ris ks More Variations on a Blog Theme: The Flog
  46. 46 More Variations on a Blog Theme: The Flog
  47. 47 More Variations on a Blog Theme: The Micro Blog
  48. 48 More Variations on a Blog Theme: The Micro Blog
  49. 49 More Variations on a Blog Theme: The Micro Blog
  50. 50 The Micro Blog PR Uses + Tech Resources What it is... PR Uses Short SMS style news (text) Live coverage of events updates (tweets) Announcements “Mass” opt in short messaging Crisis management service Calls to action Users “follow” by subscribing to feed Tips / Advice Web/Mobile/IM to Web/ Tech Resources Mobile/IM Twitter (www.twitter.com) Also known as “lifestreaming” / Friendfeed (feed aggregator/ “mindcasting” reader) (www.friendfeed.com)
  51. 51 The Micro Blog PR Uses + Tech Resources What it is... PR Uses Short SMS style news (text) Live coverage of events updates (tweets) Announcements “Mass” opt in short messaging Crisis management service Calls to action Users “follow” by subscribing to feed Tips / Advice Web/Mobile/IM to Web/ Tech Resources Mobile/IM Twitter (www.twitter.com) Also known as “lifestreaming” / Friendfeed (feed aggregator/ “mindcasting” reader) (www.friendfeed.com)
  52. 52 The Micro Blog PR Uses + Tech Resources What it is... PR Uses Short SMS style news (text) Live coverage of events updates (tweets) Announcements “Mass” opt in short messaging Crisis management service Calls to action Users “follow” by subscribing to feed Tips / Advice Web/Mobile/IM to Web/ Tech Resources Mobile/IM Twitter (www.twitter.com) Also known as “lifestreaming” / Friendfeed (feed aggregator/ “mindcasting” reader) (www.friendfeed.com)
  53. 53 More Variations on a Blog Theme: The Video Blog/Podcast
  54. 54 More Variations on a Blog Theme: The Video Blog/Podcast
  55. 55 More Variations on a Blog Theme: The Video Blog/Podcast
  56. 56 The Video Blog / Podcast PR Uses + Tech Resources What it is... PR Uses Video/Audio blog content Communicating news online in multimedia format Downloadable Establishing expertise in your field Syndicated Adding value to your offer Users subscribe Event coverage Open format Branded entertainment Device-agnostic Contemporary alternative to White Alternative to broadcasting Paper Livecasting (live podcast) Tech Resources iTunes (podcatching client) (www.itunes.com)
  57. 57 The Video Blog / Podcast PR Uses + Tech Resources What it is... PR Uses Video/Audio blog content Communicating news online in multimedia format Downloadable Establishing expertise in your field Syndicated Adding value to your offer Users subscribe Event coverage Open format Branded entertainment Device-agnostic Contemporary alternative to White Alternative to broadcasting Paper Livecasting (live podcast) Tech Resources iTunes (podcatching client) (www.itunes.com)
  58. 58 Workshop Activity Come up with three ways your PR department could use blogging technology to help achieve its core PR objectives
  59. 59 Social Media & Social Networking: Syndication and Contacts
  60. 60 Workshop Activity Let’s begin with a game, imagine you are PR manager for Coca-cola or Mentos. Watch these videos, and share with the group what you’d do
  61. 61 Workshop Activity Let’s begin with a game, imagine you are PR manager for Coca-cola or Mentos. Watch these videos, and share with the group what you’d do
  62. 62 Workshop Activity Let’s begin with a game, imagine you are PR manager for Coca-cola or Mentos. Watch these videos, and share with the group what you’d do
  63. 63 Workshop Activity Let’s begin with a game, imagine you are PR manager for Coca-cola or Mentos. Watch these videos, and share with the group what you’d do
  64. 64 Coke + Mentos PR challenge Mentos Coke R "We are tickled pink by it," says "We would hope people want to P e R Pete Healy, vice president of drink [Diet Coke] more than try t P a L marketing for the company's experiments with it," says Coke r O o R b U.S. division. The company spokeswoman Susan T a N l spends less than $20 million on McDermott. She adds that the O l C o U.S. advertising annually and "craziness with Mentos ... C D N d estimates the value of online doesn't fit with the brand A n a d buzz to be "over $10 personality" of Diet Coke n t a c million.” [Mentos capitalised on m e n m n this by sponsoring a “Mentos o o C C geyser” video competition]
  65. 65 Two years later...
  66. 66 Media just went “social” Media sharing sites have transformed the people formally know as the audiences into... Broadcasters Editors Reviewers Experts Journalists Publishers Archivists Network Owners
  67. 67 Social Media Media syndication service Umbrella term for media sharing Includes blogs, media sharing platforms, and wikis User generated content User editing User contributions User voting/rating User commenting
  68. 68 Social Media Media syndication service Umbrella term for media sharing Includes blogs, media sharing platforms, and wikis User generated content User editing User contributions User voting/rating User commenting
  69. 69 Social Media Media syndication service PR Uses Tech Resources (ctd) Establishing Thought Leadership Bookmark sharing (www.Delicious.com) Branding News sharing (www.digg.com) Delivering Value Document sharing (www.Issuu.com/ Stakeholder Engagement www.Scribd.com) Innovation & Planning Knowledge sharing Tech Resources (www.wikipedia.com/ Opinion sharing www.wetpaint.com) (www.wordpress.com / Presentation sharing www.blogger.com / (www.slideshare.net) www.twitter.com Social media monitoring Video sharing (www.YouTube.com) (www.radian6.com/ Image sharing (www.Flickr.com) www.scoutlabs.com www.sentimentmetrics.com)
  70. 70 Sta Sha rt a re a Co vid nv eo: ers ati on Variations on a Social Media Theme: Video Sharing
  71. 71 Sta Sha rt a re a Co vid nv eo: ers ati on Variations on a Social Media Theme: Video Sharing
  72. 72 Variations on a Social Media Theme: Knowledge Sharing
  73. 73 Variations on a Social Media Theme: Wikis
  74. 74 Wikis Co-created content Means “fast” in Hawaiian Co-created knowledge repository Multiple contributors; Users can edit, write and save changes Users can create pages and links No software needed, just a browser
  75. 75 Wikis Co-created content Means “fast” in Hawaiian Co-created knowledge repository Multiple contributors; Users can edit, write and save changes Users can create pages and links No software needed, just a browser
  76. 76 Variations on a Social Media Theme: Deal Sharing
  77. 77 Social Networking Platforms Web 2.0 Contact Book Social media - contact sharing Web 2.0 contact book Blogging functionality Embedded Web Apps (“Widgets”) Professional / Personal / Passion networks Manage current contacts, find new contacts Communicate with contacts
  78. 78 Social Networking Platforms Web 2.0 Contact Book Social media - contact sharing Web 2.0 contact book Blogging functionality Embedded Web Apps (“Widgets”) Professional / Personal / Passion networks Manage current contacts, find new contacts Communicate with contacts
  79. 79 Social Networking Platforms PR Uses + Tech Resources PR Uses Tech Resources Contact management LinkedIn (www.linkedin.com) Branding (sponsoring affinity Ning (www.ning.com) groups / widgets) Facebook (www.facebook.com)
  80. 80 Social Networking Platforms PR Uses + Tech Resources PR Uses Tech Resources Contact management LinkedIn (www.linkedin.com) Branding (sponsoring affinity Ning (www.ning.com) groups / widgets) Facebook (www.facebook.com)
  81. 81 Workshop Activity Come up with three ways your PR department could use social media (media / contact sharing) technology to help achieve its core PR objectives
  82. 82 The Future of Online PR
  83. 83 Hawthorne Plant / Chicago / 1924
  84. 84 Workers asked to participate in special tests
  85. 85 Like working under brighter lights...
  86. 86 Or working under darker lighting...
  87. 87 Or working shorter hours...
  88. 88 Or working longer hours...
  89. 89 Workers advocated whatever their participation involved
  90. 90 Was it something in the Hawthorne water?
  91. 91 No, participation creates a positive psychological bias
  92. 92 The Hawthorne Effect Positive Bias of Participation No, participation creates a positive psychological bias
  93. 93 Hawthorne Effect can be bad for market research
  94. 94 Hey boss, can we ask you for some advice? But great for you...Use it to get yourself a salary rise!
  95. 95 And for PR, “Participatory PR” (Virtual Advisory Boards)
  96. 96 And for PR, “Participatory PR” (Crowdsourcing Contests)
  97. 97 And for PR, “Participatory PR” (Crowdsourcing Contests)
  98. 98 The Future is...Participatory PR
  99. 99 The Future is...Participatory PR
  100. 100 The Future is...Participatory PR
  101. 101 If your PR department ran a participatory Pop Idol contest, what would that contest be?
  102. 102 Thank you! paul.marsden@clickadvisor.com

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