The document discusses the rise of PR 2.0 and how it has changed public relations. PR 2.0 refers to using social media and digital tools to facilitate direct two-way communication between organizations and consumers. This represents a shift from traditional one-way communication through mass media toward more individualized dialogue and conversation through social platforms. While opportunities exist to widely spread messages and build relationships through engagement, PR professionals must also be aware of risks like loss of website traffic, damage to reputation from negative user content, and overextending limited resources across numerous social networks. Whether PR 2.0 is about the tools used or a change in mindset is debated, but responsiveness, targeting messages appropriately, and focusing on opinion leaders are important

1. PR 2.0 WHY? WHAT? FACE TO WHAT?

2. Denise Thi Emerald – A Digital base Communication Agency Account Director PR jobs: Kaspersky Digital based communications projects: PNJ, Netgame Asia, Milo, Beeline, Bless You, Spray, Intel. CSR Vietnam – Consultancy Service Director of CSR Vietnam Clients: Holcim, Goodyear, Vinamilk,Kaspersky VN, etc. Partners: Vietnam CSR Awards 2009, AFCSR, Global Compact Network VN (UN), SDB – VCCI

3. PR 2.0 Why PR 2.0? News consuming change Influence of Internet/ Web2.0 Audience/ Reader Play-role switching Crisis communication!!! What PR 2.0? How different PR 2.0? Play Rules with NEW Audiences Tools Opportunities & Risks Discussion Do you think PR2.0 is about toolset or mindset? Please explain why that is important?

4. Traditional Media

5. Internet - Web 2.0

6. New trend in news consuming and info. searching

7. Change in play roles Readers  Producers (citizen journalism), Judges  BIG PLAYER! “Social platform media”  Connecting, Sharing, Developing, Learning, etc. Tradional Journalists – where are you? And what you do? PR people – How do we deal with these “crisis”?

8. Crisis Communication Crisis Management & Crisis Communication: 40h/week  24/7 Local expose  Global Explode SIGs/PGs Customers Special interest groups Opinion & Purchasing-Decision Influencers

9. So… what is PR 2.0? PR 2.0 are the true convergence of PR and the Internet, which facilitates direct to consumer conversations through the use of social media applications. PR 2.0 foster a new breed of web savvy PR pros. PR 2.0 build trust and relationships. (CIPR,UK)

10. New Play Rules Direct and 2-way asymmetric Communication - Do we still communicate with “audience”? Mass approach  Individual Dialogue Conversation  To listen, To observe, To learn, To Decide what to say and what to do. Timing is everything Content is King!

12. Blogging

13. Rich Content

14. Forums

16. Opportunities Huge reaching-out 25.89% population of VN use Internet > 1 mil. onFacebook > 1 mil. on ZingMe (more than Facebook) High Interactive “Open forum” Develop your “customer insight” and knowing about yourself Viral spreading Source: ComScore 2008

17. Add values to relationships Applications, Message spreading with characteristics of Usefulness, and Entertainment. Extra from “social platforms” - skins, badges, theme, special content. Social networking is about self-expression so find a way to embrace this !!! Drive traffic to your website Teaser content RSS updates Engaging widgets Opportunities

18. User generated content may harm corp. reputation! 100% control  open-minded! Users can forgive, but it depends…. Risks

19. Risks Lose traffic of the website Share your best content, then what? Who still “bounce back” to your site? Revenue vs Reputation/Message  A Dilemma! Headlines, not the whole story!

20. Risks Waste of resources For ALL brands??? TOO MANY social platforms!!! 

21. Discussion Do you think PR2.0 is about toolset or mindset? Please explain why that is important? What should PR2.0 people do?

22. Top 5 DOs and DON’Ts DO respond DO use the medium’s strengths DO target your messages appropriately DO try to be useful & engaging DO focus on the opinion-formers

23. Top 5 DOs and DON’Ts DON’T pretend to be something you’re not DON’T try to control the dialogue DON’T jump straight in DON’T hesitate to seek advice DON’T delay

24. THANK YOU! Ms. Denise Thi http://thianhdao.com thianhdao.pr@gmail.com