1. PR and New Media
Or as the industry would call it…

2. PR 2.0
It is about putting the “Public” back in public relations.” –
Brian Solis, Principal at Altimeter Group in the foreword of
Deidre Breakenridge’s book PR2.0: New Media, New Tools,
New Audiences

3. Learning Objectives
By the end of this course, students should be
able to:
•recognise the difference between the
traditional model and new model of PR.
•explain the need for PR 2.0
•develop and implement a strategic
communication plan using PR 2.0 tools

4. Outline
• What is PR 2.0?
• Why PR 2.0?
• What is the difference between the traditional
model and new model of PR?
• Implications of PR 2.0
• Sample assignment/project

5. New Frontier of the Digital Age

6. PR 2.0 in Action…

7. What is PR 2.0?
“PR 2.0” coined by Brian Solis back in the 90s when Internet was
made available to the public

8. What is PR 2.0?
• “PR 2.0 was born through the analysis of how the Web and
multimedia were redefining PR and marketing communications,
while also creating a new toolkit to reinvent how companies
communicate with influencers and directly with people… PR is
evolving into a hybrid of communications, evangelism, and web
marketing strung together by the teachings and benefits of sociology
and psychology.” – Brian Solis (2008, www.briansolis.com)
• “PR 2.0 is a combination of traditional PR as we’ve known it for
decades, and other multi-media, multi-faceted and “new” platforms
for PR, with a focus on social marketing” – Rebecca Crowley (2011,
RTC Publicity)

9. What PR 2.0 is not…
• Not about the new Web tools or technology … it is the intent,
purpose and method you use them.
• Not about the PR practitioner becoming a software
developer… you don’t have to be a software or IT expert to use
PR 2.0
• Not as simple as just posting a news release on a webpage,
updating a status on FB, Twitter etc… PR 2.0 is about engaging
your audience directly in a two-way communication process.

10. Key statement
PR 2.0 is the understanding and practice that
communications is a two-way process and
incorporates the tools, principles, strategies, and
philosophies for reaching, engaging, guiding,
influencing, and helping people directly in
addition to the traditional cycle of PR influence.
- Solis (2008)

11. Why PR 2.0?
• Social media landscape is changing the way audiences
communicate with one another – different variety of
communication strategies, wider reach, greater visibility
• Shift in power from the sender to the receiver – audiences are
smarter, more aware… they research, check facts, talk to friends
• Fast and instantaneous access to audience
• Engage in two-way communication
• Greater opportunity for creativity

12. Differences between the Traditional &
New model of PR
Traditional PR 2.0
• Existence of a • No gatekeepers, direct to
communication the audience
gatekeeper e.g. news • Unlimited
editor, journalists coverage/reach
• Limited coverage/reach • No time factor – through
• Time factor – limited, search engine
people read optimisation and
newspapers/magazines Google’s cache, your info
once or twice. can stay online for an
unlimited time.

13. Differences between the Traditional &
New model of PR
Traditional PR 2.0
• Sender focused – what you • Receiver focused – what you
want to send out? want readers to read to draw
• Time delay updates them to you?
• Little to no interactivity with • Real-time updates
audience. • Greater interactivity with the
• Users cannot simply create audience, personalised
their own content and relationship
publish it. • Communications are now in
the hands of many rather than
few, how it used to be with
traditional media – leverage
on user-generated content
such as blogs, Youtube.

14. Implications of PR 2.0
• Personalisation
• Interactivity
• Mobility
• Speed
• Efficiency

15. PR 2.0 tools
The PR 2.0 Reference Guide by
Shift Communications

16. Student Activity
Get into groups of five – each group is an agency
representing a major client. Choose your client below:

17. Student Activity
Your client is planning to launch their annual month-
long CSR campaign and has assigned your agency to
generate publicity 2 months before the campaign is
launched and to assess the campaign’s effectiveness 2
months after using PR 2.0 tools.
Based on this timeline, you are to design and present to
your client a strategic communications plan using the
most appropriate PR 2.0 tools and tactics while
adhering to your client’s corporate image and
philosophy.