PR and New Media

Or as the industry would call it…

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

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

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

New Frontier of the Digital Age

PR 2.0 in Action…

What is PR 2.0?

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

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)

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.

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)

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

Differences between the Traditional & New model of PR

Traditional• Existence of a

communication gatekeeper e.g. news editor, journalists

• Limited coverage/reach• Time factor – limited,

people read newspapers/magazines once or twice.

PR 2.0• No gatekeepers, direct to

the audience• Unlimited coverage/reach• No time factor – through

search engine optimisation and Google’s cache, your info can stay online for an unlimited time.

Differences between the Traditional & New model of PR

Traditional• Sender focused – what you

want to send out?• Time delay updates• Little to no interactivity with

audience.• Users cannot simply create

their own content and publish it.

PR 2.0• Receiver focused – what you want

readers to read to draw them to you?

• Real-time updates• Greater interactivity with the

audience, personalised relationship• 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.

Implications of PR 2.0

• Personalisation• Interactivity• Mobility• Speed • Efficiency

PR 2.0 tools

The PR 2.0 Reference Guide by Shift Communications

Student Activity

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

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.