schipul con09 keynote 1

PR 2.0: Putting the Public Back in Public RelationsHow Social Media is Reinventing the Aging Business of PR

Putting the Public Back in Public RelationsSolis • Breakenridge

Overview: Traditional PR Meets Social Media

PR is not Dead; it’s being reinvented:• Mass communication • Broadcast model• One way messaging • Spin, hype and BS• Transparency/ethics questionable

The Social Web is forcing the reinvention of the PR profession:

• Broadcast messages don’t exist on the social media landscape

• One-to-one interaction fosters two way conversations• Meaningful communication = valuable resource• PR to earn newfound recognition

Putting the Public Back in Public RelationsSolis • Breakenridge

Overview: Traditional PR Meets Social Media

Putting the Public Back in Public RelationsSolis • Breakenridge

1. If you don’t customize your story and connect the right way, Consumers filter out the NOISE.

2. Consumers want to drive and control their communication.

NOISE

The Evolution of “The Pitch”

The Conversation Prism

The Conversation Prism

It Starts with Listening and Observation

Putting the Public Back in Public RelationsSolis • Breakenridge

It Starts with Listening and Observation

Putting the Public Back in Public RelationsSolis • Breakenridge

It Starts with Listening and Observation

Putting the Public Back in Public RelationsSolis • Breakenridge

It Starts with Listening and Observation

Putting the Public Back in Public RelationsSolis • Breakenridge

“ It's the listening that separates Social Media experts from Social Media theorists ” – Brian Solis

It Starts with Listening and Observation

Putting the Public Back in Public RelationsSolis • Breakenridge

Charting a Social Map

Your Brand

The Social Marketing Compass

Putting the Public Back in Public RelationsSolis • Breakenridge

From the players and the platforms to the channels and the emotional sentiment

Social Media marketing starts with observations:

• Observe human behavior and interaction within online communities• Understand it is not about technology or the tools

– Technology simply provides tools to facilitate conversations online

• Humanize your story by matching it to the culture and the people driving the communities you are trying to reach

– What matters to them?– How do they talk to each other?

Social Media is About Sociology Not Technology

Putting the Public Back in Public RelationsSolis • Breakenridge

Putting the Public Back in Public RelationsSolis • Breakenridge

Evolution: Gradual, peaceful change - growth

Revolution: A radical and pervasive change

Traditional News Release Social Media Release

Traditional News Release vs. Social Media Release

Web 1.0 Newsroom

Web 2.0 Newsroom

Traditional Monitoring & Measurement

Web 2.0 Monitoring & Measurement

1.0 Website Functionality

2.0 Website Functionality

Putting the Public Back in Public RelationsSolis • Breakenridge

Facilitator/Handler vs. Influencer/Champion

Becoming an Influencer/Champion

Where are you on the Technographics Ladder?

Putting the Public Back in Public RelationsSolis • Breakenridge

• Creators: make social content go.• Critics: respond to content from others.• Collectors: organize content for themselves or others• Joiners: connect in social networks• Spectators: read blogs, watch videos and listen to podcasts• Inactives: neither create nor consume social content

Web 1.0 : The IT Department

Web 2.0:Build it yourself

Creates a new hybrid of PR professionals:

• Social Media Influencer: Understand the landscape and the dynamics

• Market analyst/expert: Hear what people are saying

• Web marketer: Learn to think about integrated web 2.0 marketing

• Customer Service Representative: Become a part of customer service

• Relationship marketer: Foster and grow relationships in communities

• Viral marketer: Learn the nature of viral communication

• Listener: Listen to become a conversationalist

The New World of “Public” Relations

Putting the Public Back in Public RelationsSolis • Breakenridge

The Language of PR 2.0 The language changes in PR 2.0:

• Pitches: You don’t need to pitch if you listen• Audiences: Think beyond the buckets of demographics• Messages: Implies what you want to say…bye bye “push”

Listen carefully and identify important influencers

• Technorati• IceRocket• Blogpulse• Alltop.com• Twitterholic• Blog rolls• BackType

Putting the Public Back in Public RelationsSolis • Breakenridge

What are the Qualifications to Participate?

This is about “Public” Relations

•Empathy•Market expertise•Understanding of competitive

landscape•Relevant stories, benefits

• True intentions• A customer approach• Observance of online cultures• Experience with social tools

Putting the Public Back in Public RelationsSolis • Breakenridge

Putting the Public Back in Public RelationsSolis • Breakenridge

Whether it’s Revolution or Evolution…Be a Part of it!

Putting the Public Back in Public RelationsSolis • Breakenridge

You make the difference!

Any Questions?Please feel free to contact me.

Deirdre Breakenridge:Email: dbreakenridge@pfsmarketwyse.comLinkedIn: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridge

Putting the Public Back in Public RelationsSolis • Breakenridge