Pr 2.0

Pr 2.0

• 1.
  PR 1 dotOH, PR 2 dot OH, PR 3 dot OH,and counting… http://justpaste.it/emerson Emerson College, Boston Kasteel Well
• 2.
  What’s in aname?
• 3.
  • Ward vanBeek • In PR since 1990 • Datastream (now Thomson Reuters) • Sun Microsystems • Whizpr (2000 – 2010) • Communications agency • All about content • International PR & Social Media
• 4.
  PR 1.0 a.k.a. traditionalPR Tools and Instruments?
• 5.
  PR 1.0 a.k.a. traditionalPR Tools and Instruments? Press Release Press Conference One-one briefing Interview Photo-opp
• 6.
  PR 1.0 evolving Mediaused • Letters • Faxes • Face to Face • One-one • One-many • Photo’s • Phone calls/Lobbying Names and Network
• 7.
  PR 1.0 evolving Mediaused • Letters • Faxes • Face to Face + • E-mail • Web sites • Blogs • Microblogs • One-one • Wikipedia • One-many • Video • Photo’s • Games • Social Media • Phone • Twitter calls/Lobbying Names and Network •USER Generated Content
• 9.
  PR 2.0, onlinePR • Interaction • User generated content • Real-Time • Fragmentation of media • Disintermediation • Losing Importance of Gatekeeper/Journalist • Less Control • (News)media are suffering • Advertising down, budgets down
• 10.
  Flat Earth News Nick Davies Traditional Press Losing authority Losing readers/viewers Losing advertisers Losing budgets Losing time Losing… – Publishing on web is easy – Need great content to feed and capture target audience
• 11.
  New trends forPR: Journalism becomes Churnalism • Individuals are gatekeepers • Individuals as publishers: – Blog – Wiki’s – Podcasts – Citizen journalists – Cybersmears / gripe sites – No scrunity -> often inaccurate, incomplete, biased, poorly written: CHURNALISM
• 13.
  On the upside •PR is all about relationships; online and offline • PR knows how to write • PR knows how to tell a story • PR has the resources • PR has the credibility • PR can now communicate directly with audience, no more gatekeepers • More need for content • Press has less more time…
• 14.
  On the downside • Everybody is now gatekeeper • Everybody can write and publish • The audiences are all over the place • 10 times more media and contacts • Monitoring and webcare: fultime jobs • Listening added to talking • Constant hunger for good and fast content • Press has too little time • Media disappear • No more embargoes
• 15.
  GotContent? – Deal withfragmentation – Produce for multiple uses: write once, publish everywhere – Be alert, open, honest – Be willing to share, and give – Listen before you talk – Earn Friends, earn ‘likes’
• 16.
  POEM –Paid Media (bannering/advertising) –OwnedMedia (Blog, Twitter, Newsletter) –Earned Media (third party)
• 18.
  When things gowrong • admit the error in the social space where the error was made • apologize – make a genuine apology, and contact directly those who have complained • take corrective action – contact key influencers in the target audience, asking them for feedback on how to make amends, and be seen to use the feedback. • Be fast • Be visible • Be open and honest, transparant
• 20.
  But please consider •Social media are not a replacement for the old tactics: It’s and… and… and… • Always combine message, public and channel • Advanced technology is useful tool • Adapt content to media: Social Media Release, Video Release, Blog • Think before you start • Combined tactics strengthen a campaign
• 21.
  Issues • Astroturfing • Faking identity (Spoofing) • Anonymous mudslinging (Facebook vs Google) • Wrong material for media selected • Deal with loud & unhappy customers • Answer argument or not? • Twitterized Press Release?
• 22.
  Trends • Infographic • Video (not same as Viral) • Sharing on Facebook • Further merge of editorial and commercial • Merge of Paid/Owned and Earned • (press release next to editorial articles) • Combined tactics! • Growing role of Webcare • Measurement ROI/Dashboards • Spinning and Framing become more difficult
• 23.
  Conclusion The future issocial Is real-time Is all about relevant content about transparancy about multiple way relationships and interaction The future is all about PR