Biz Summit Teleseminar Presentation Final

PR 2.0: Putting the Public Back in Public RelationsThe Renaissance of a 100-Year Old Industry

Putting the Public Back in Public RelationsSolis • Breakenridge

Brian Solis


• Principal of FutureWorks, an award-winning PR and New Media agency in Silicon Valley

• One of the original thought leaders who paved the way for Social Media and PR 2.0

• Cofounder of the Social Media Club and a founding member of the Media 2.0 Workgroup

• Author of the PR 2.0 blog, www.briansolis.com, which is considered one of the highest ranking marketing blogs in the world

• Author of two books, “Now is Gone” and “Putting the Public Back in

Public Relations”

http://www.briansolis.com/

Deirdre Breakenridge• Principal President, Director of Communications, Owner, PFS Marketwyse

• Counsels senior level executives at companies including AmerisourceBergen, JVC, Kraft, Michael C. Fina, RCN and Secure Horizons

• Adjunct professor at Fairleigh Dickinson University where she teaches courses on Public Relations and Interactive Marketing

• Author of four Financial Times business books: “Putting the Public Back in Public Relations,” "PR 2.0, New Media, New Tools, New Audiences," "The New PR Toolkit" and "Cyberbranding: Brand Building in the Digital Economy"

• Blogs on PR 2.0 Strategies at www.deirdrebreakenridge.com


http://www.deirdrebreakenridge.com/

Overview: Traditional PR Meets Social Media – an integrated approach What’s wrong with PR:

• Mass communication broadcast model• One way messaging • Spin, hype and BS• Transparency and ethics

The Social Web is forcing the reinvention of the PR profession:• Broadcast messages don’t exist on the social media

landscape• 2-way conversations• Meaningful communication leads to valuable relationships• PR is poised to earn newfound recognition


Overview: Traditional PR meets Social Media – an integrated approach (cont.) Traditional PR does not go away:

• Who’s having conversations in my market?• What about traditional media and analysts?• Reaching all of the influencers• Traditional media and the blogosphere

Which comes first, traditional news approach or blogosphere buzz?• Traditional news outlets spike the coverage• Social media can maintains momentum• When do you take a reverse approach?


• Contribute valuable content and perspective through participation

• Master Digital Anthropology and Sociology

• We become influencers

• Creates a new hybrid of PR professionals

– Social Media

– Market analyst/expert

– Web marketer

– Customer Service

– Relationship marketers

– Viral marketer

– Conversationalist/listener

The New World of “Public” Relations


The Evolution of “The Pitch”

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

It Starts with Listening and Observation


• Social Media marketing starts with the observations of human behavior and interaction within online communities

• It’s not about technology or the tools– Technology simply provides the tools to facilitate

conversations online

• Humanize your story by matching it to the culture and the people driving the communities you’re trying to reach– What matters to them?– How do they talk to each other?

Social Media is About Sociology Not Technology


The Conversation Prism

Charting a Social Map

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


Media relations vs. blogger relations - forget the pitch New PR vocabulary does not use:

• Pitches• Audiences• Messages

Listen carefully and identify important influencers• Technorati• Blogpulse• Alltop.com• Twitterholic• Blog rolls


Media relations vs. blogger relations - forget the pitch (cont.)

Steps to consider: • Learn the community rules• Begin commenting and join the conversation:• Prepare information that is important for the community• Know your bloggers • A list bloggers vs. the magic middle• Tools for bloggers and for the media: The SMR


Internal social media platforms - getting employees to collaborate

Action Items:• Secure executive/management buy in• Set proper expectations• Determine objectives, which must be:

– Achievable– Sustainable– Measurable– Timed


Internal social media platforms - getting employees to collaborate (cont.)

Action Items• Who from the company will participate?• What policies and procedures do you have to put in place?• The PR person’s role:


– Technology/programming– Editorial schedule– Content review– Comment counseling– Customer service– Web analytics

Internal social media platforms - getting employees to collaborate (cont.)

Culture play a role in social communications: Social Technographics Ladder categorizes people according to how they use social technologies:


• 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

Corporate blogging - engaging directly with customersSteps to a corporate blogging:

• Define the purpose of your blog• Identify prospective participants• Create blog guidelines to coincide with company policy• Collaborate with other groups (marketing and sales)• Capture it, distill it and publish often for success

False assumptions:• Hosting negative commentary• A PR person can be a ghost blogger• People will automatically start to appear if you blog• You have an open canvas to “spam the world”


Corporate blogging - engaging directly with customers (cont.) Leveraging the B2B or B2C blog:

• Have a voice and be human• Communicate with customers• Build community• Use a non-traditional platform for conversations• Unmask predispositions• Mold perceptions

Corporate blogging is not:• Plagiarism• Poor content and grammar• Selling to an audience• Marketing messages or news releases



The Difference Between PR 1.0 and PR 2.0

Is You…

Any Questions?Please feel free to contact us.

Brian:Email: [email protected]: www.linkedin.com/in/futureworksFacebook: http://tinyurl.com/38su7lTwitter: www.twitter.com/briansolis Vcard: http://tinyurl.com/3242wm

Deirdre:Email: [email protected]: www.twitter.com/dbreakenridgeFacebook: http://profile.to/deirdrebreakenridgeLinkedIn: http://linkedin.com/in/deirdrebreakenridge


mailto:[email protected]

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Biz Summit Teleseminar Presentation Final