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PR 2.0 New Media, New Tools, New Audiences By Deirdre Breakenridge.

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Presentation on theme: "PR 2.0 New Media, New Tools, New Audiences By Deirdre Breakenridge."— Presentation transcript:

1 PR 2.0 New Media, New Tools, New Audiences By Deirdre Breakenridge

2 PR 2.0: Discussion  How do you apply these tools now?  Which tools are most valuable in your work?  How do you apply them now?  Will this change after this course or after a change in job?  Where is this going next?

3 PR 2.0 Update  Saolis and Breakenridge: New Edition  March 2009  Putting Public Back in PR: How Social Media is

4 PR 2.0  Transition – Again, Relationships - Key  PR as management function – Ed Bernays  Research venues: 1) market research, 2) competitive Intelligence 2) competitive Intelligence 3) audience opinion; 4) media research 5) monitor communications and editorial coverage

5 PR 2.0 Social Media  Internet-based, facilitates conversation between people between people  Reinvents communication, humanizes  Engages people  Strong research capability  Fundamentals remain same

6 PR 2.0 Reaching Wired Media  Don’t neglect the human element  Internet allows end run around PR maven  Internet is 24/7, except Adam, we aren’t  Being content expert shows your value

7 PR 2.0: Highbeam.com  WALKERS DEFY WARNINGS ABOUT TRAILS PORTSMOUTH RESIDENTS SAY PATHS NEAR RAILROAD TRACKS TRIM TIME.(LOCAL) WALKERS DEFY WARNINGS ABOUT TRAILS PORTSMOUTH RESIDENTS SAY PATHS NEAR RAILROAD TRACKS TRIM TIME.(LOCAL) WALKERS DEFY WARNINGS ABOUT TRAILS PORTSMOUTH RESIDENTS SAY PATHS NEAR RAILROAD TRACKS TRIM TIME.(LOCAL) The Virginian Pilot; Feb 28, 2000; Hopkins, John ; 700+ Words Even though the railroad tracks present a potential danger to...relied on the paths that follow the tracks for years. For decades, they have...well-worn paths that cross or follow railroad tracks and provide access to schools...highway overpasses and across the tracks. In recent years,... The Virginian Pilot; Feb 28, 2000; Hopkins, John ; 700+ Words Even though the railroad tracks present a potential danger to...relied on the paths that follow the tracks for years. For decades, they have...well-worn paths that cross or follow railroad tracks and provide access to schools...highway overpasses and across the tracks. In recent years,...  Walking on railroad tracks is a no-no.(Local)(Letter to the editor) Walking on railroad tracks is a no-no.(Local)(Letter to the editor) Walking on railroad tracks is a no-no.(Local)(Letter to the editor) The Virginian Pilot; Oct 13, 2006; 302 Words...walking on railroad tracks. The caption...never to walk on railroad tracks. Last year, the U.S. while trespassing on railroad tracks and another safe to walk on railroad tracks. Fortunately...arrested for trespassing. If The Pilot...pictured.... The Virginian Pilot; Oct 13, 2006; 302 Words...walking on railroad tracks. The caption...never to walk on railroad tracks. Last year, the U.S. while trespassing on railroad tracks and another safe to walk on railroad tracks. Fortunately...arrested for trespassing. If The Pilot...pictured....  RAILROAD TRACK PEDESTRIAN SAFETY OPERATION RAILROAD TRACK PEDESTRIAN SAFETY OPERATION RAILROAD TRACK PEDESTRIAN SAFETY OPERATION US Fed News Service, Including US State News; Jan 6, 2009; 230 Words...of trespass activity along the railroad track right of way. US Fed News Service, Including US State News; Jan 6, 2009; 230 Words...of trespass activity along the railroad track right of way.

8 PR 2.0: Corne rbarp r.com  60,000 media contacts  Built on issues of import to PR  Features: “Bar tools”, grammar section  “Perfect Pitch” national media tips “CEO Syndrome” Top 10 Things I Wish the CEO Knew

9 PR 2.0: Hoovers.com  Union Pacific Corporation Omaha, NE, United States (NYSE: UNP) UNP  Print   360° Company Information  Company Overview Company Overview Company Overview  Company Description  Locations Locations  Executives Executives  Financials Financials Financial Statements Financial Statements Financial Statements Financial Statements Income Statement Income Statement Income Statement Income Statement Balance Sheet Balance Sheet Balance Sheet Balance Sheet Cash Flow Cash Flow Cash Flow Cash Flow Historical Financial Data Historical Financial Data Historical Financial Data Historical Financial Data Stock Quote Stock Quote Stock Quote Stock Quote Interactive Stock Chart Interactive Stock Chart Interactive Stock Chart Interactive Stock Chart

10 PR 2.0 SM News Release  Combine the best of both  Good writing, “sticky” design  Multiple elements  Company boilerplate  Click to recent publicity, archives

11 PR 2.0: RSS  Real Simple Syndication  A family of Web feed formats used to publish frequently updated content  Examples: blogs, news headlines, podcasts, video, vlogs  AOL, Yahoo!, MSN, NYTimes, WashPost all syndicated on RSS all syndicated on RSS

12 PR 2.0: RSS Method  Use Blogger or Content Mgmt Software  Create a post on the Web site and the software automatically updates the RSS  Examples: typepad.com; woodpress.com blogger.com; postnuke.com blogger.com; postnuke.com  To view the RSS, you need a “feed reader.” Enter the feed’s link or click the RSS icon on your browser.

13 PR 2.0: Cision  Software for medium to large companies  Cision: software tools and resources including media research, media lists, press clippings & media monitoring services, and evaluation of media coverage.  Cision’s media intelligence and insight improve your communication performance, build your reputation, and maximize the results of your media relations efforts.

14 Cisco: Networking for Internet  Interview New Media Director Jeanette Gibson Jeanette Gibson  Evolution of Video News Release in 9 yrs  Storytelling takes hold, began with stream in 1990 in 1990  Launch Human Network in 2006, plus ROI

15 PR 2.0: Leaders Speak  Interviews with Edelman’s VP Social Media  Tim Bray, Director, Web Technology, Sun Microsystems, everyone blogs Microsystems, everyone blogs  Stephen Johnston, Sr. Mgr. Nokia’s Corp. Strat., SM levels the playing field-14 yr. old in KS has more friends than a multi-billion dollar brand

16 PR 2.0:Video  Top 6 Reasons to Use Video:  1) Improved, faster technology  2) Accessible production capabilities  3) Improved compression and playback  4) The YouTube Expectation  5) The iPod Revolution  6) Less time to understand content

17 PR 2.0: Video/Audio

18 PR 2.0: Twitter  Evan Williams, CEO/cofounder of Twitter.  (Charlie Rose, Friday, Feb. 27, 2009)  At a Churchill Club event in San Francisco on Tuesday, Twitter co- founder and CEO Evan Williams brushed off--again--criticisms that the company is slow to turn on its revenue-generating engines. Churchill ClubTwitterEvan WilliamsChurchill ClubTwitterEvan Williams  (Rejected Facebook bid, rumor $500 million)  "We will make money, and I can't say exactly how because...we can't predict how the businesses we're in will work."  Williams said, "We're looking at Q1 for revenues." This is a change from the original, pre-economic meltdown plan. "The original plan was to focus on revenues in That's no longer the case, since I don't want to raise money in 2009." He said living “more publicly can have a positive effect and provide opportunities for self- expression.”

19 Embracing PR 2.0  Don’t tiptoe  Jump into the deep end  Blog, open Facebook, MyRagan, LinkedIn, Classmates, RSS, podcasts, video stream  eMarketer.com (2007) said 51% of spent time on these user sites  the rate? 35%  on sites 27% of time

20 PR 2.0 Jump Right In

21  Marketing is Conversation  Steve Lubetkin, APR, role at Bank of America during $47 billion merger  Used blog and other SM tools Professional Use of PR 2.0

22 Best PR 2.0 Approach  Innovation to drive business  Effective communications inside and out  Increase the reach of your organization  Interactive forum with thought leaders  Communicate with your audiences

23 Path to PR Greatness  Brian Solis, founder of Future Works in San Francisco, a founding father of 2.0  Sees an era of great PR and outbound customer service.  It’s finding a new channel to connect people through relationships through channels of influence and conversation.

24 PR 2.0: New Edition  Brian Solis and Deirdre’s latest edition:  March 2009  Putting Pubic Back in PR: How Social Media is Reinventing the How Social Media is Reinventing the Aging Business of Public Relations Aging Business of Public Relations


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