PR 1 dot OH, PR 2 dot OH, PR 3 dot OH,and counting…

http://justpaste.it/emerson

Emerson College, BostonKasteel Well

What’s in a name?

• Ward van Beek• In PR since 1990• Datastream (now Thomson Reuters)• Sun Microsystems• Whizpr (2000 – 2010)

• Communications agency• All about content• International PR & Social Media

PR 1.0

a.k.a. traditional PRTools and Instruments?

PR 1.0

a.k.a. traditional PRTools and Instruments?Press ReleasePress ConferenceOne-one briefingInterviewPhoto-opp

PR 1.0 evolving

Media used• Letters• Faxes• Face to Face• One-one• One-many• Photo’s• Phone calls/LobbyingNames and Network

PR 1.0 evolvingMedia used • Letters• Faxes• Face to Face• One-one• One-many• Photo’s• Phone calls/LobbyingNames and Network

• E-mail• Web sites• Blogs• Microblogs• Wikipedia• Video• Games• Social Media• Twitter

•USER Generated Content

+

PR 2.0, online PR • 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

Flat Earth NewsNick Davies

Traditional Press Losing authorityLosing readers/viewersLosing advertisersLosing budgetsLosing timeLosing…

– Publishing on web is easy– Need great content to feed and capture target audience

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

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…

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

GotContent?

– Deal with fragmentation– 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’

POEM

–Paid Media (bannering/advertising)–Owned Media (Blog, Twitter,

Newsletter)–Earned Media (third party)

When things go wrong

• 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

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

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?

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

Conclusion

The future is socialIs real-timeIs all about relevant contentabout transparancyabout multiple way relationships and interaction

The future is all about PR