PR 2.0 Mock Lecture
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The document discusses PR 2.0, which refers to using new media and digital tools to engage in two-way communication with audiences, as opposed to the traditional one-way communication model of public relations. It outlines the differences between traditional PR and PR 2.0, explaining how PR 2.0 enables direct, real-time, and interactive engagement with audiences. Finally, it provides an activity where students develop a strategic communications plan using PR 2.0 tools and tactics to publicize a corporate social responsibility campaign for their assigned client.
PR 2.0 Mock Lecture
- 1. PR and New Media Or as the industry would call it…
- 2. PR 2.0 It is about putting the “Public” back in public relations.” – Brian Solis, Principal at Altimeter Group in the foreword of Deidre Breakenridge’s book PR2.0: New Media, New Tools, New Audiences
- 3. Learning Objectives By the end of this course, students should be able to: •recognise the difference between the traditional model and new model of PR. •explain the need for PR 2.0 •develop and implement a strategic communication plan using PR 2.0 tools
- 4. Outline • What is PR 2.0? • Why PR 2.0? • What is the difference between the traditional model and new model of PR? • Implications of PR 2.0 • Sample assignment/project
- 5. New Frontier of the Digital Age
- 6. PR 2.0 in Action…
- 7. What is PR 2.0? “PR 2.0” coined by Brian Solis back in the 90s when Internet was made available to the public
- 8. What is PR 2.0? • “PR 2.0 was born through the analysis of how the Web and multimedia were redefining PR and marketing communications, while also creating a new toolkit to reinvent how companies communicate with influencers and directly with people… PR is evolving into a hybrid of communications, evangelism, and web marketing strung together by the teachings and benefits of sociology and psychology.” – Brian Solis (2008, www.briansolis.com) • “PR 2.0 is a combination of traditional PR as we’ve known it for decades, and other multi-media, multi-faceted and “new” platforms for PR, with a focus on social marketing” – Rebecca Crowley (2011, RTC Publicity)
- 9. What PR 2.0 is not… • Not about the new Web tools or technology … it is the intent, purpose and method you use them. • Not about the PR practitioner becoming a software developer… you don’t have to be a software or IT expert to use PR 2.0 • Not as simple as just posting a news release on a webpage, updating a status on FB, Twitter etc… PR 2.0 is about engaging your audience directly in a two-way communication process.
- 10. Key statement PR 2.0 is the understanding and practice that communications is a two-way process and incorporates the tools, principles, strategies, and philosophies for reaching, engaging, guiding, influencing, and helping people directly in addition to the traditional cycle of PR influence. - Solis (2008)
- 11. Why PR 2.0? • Social media landscape is changing the way audiences communicate with one another – different variety of communication strategies, wider reach, greater visibility • Shift in power from the sender to the receiver – audiences are smarter, more aware… they research, check facts, talk to friends • Fast and instantaneous access to audience • Engage in two-way communication • Greater opportunity for creativity
- 12. Differences between the Traditional & New model of PR Traditional PR 2.0 • Existence of a • No gatekeepers, direct to communication the audience gatekeeper e.g. news • Unlimited editor, journalists coverage/reach • Limited coverage/reach • No time factor – through • Time factor – limited, search engine people read optimisation and newspapers/magazines Google’s cache, your info once or twice. can stay online for an unlimited time.
- 13. Differences between the Traditional & New model of PR Traditional PR 2.0 • Sender focused – what you • Receiver focused – what you want to send out? want readers to read to draw • Time delay updates them to you? • Little to no interactivity with • Real-time updates audience. • Greater interactivity with the • Users cannot simply create audience, personalised their own content and relationship publish it. • Communications are now in the hands of many rather than few, how it used to be with traditional media – leverage on user-generated content such as blogs, Youtube.
- 14. Implications of PR 2.0 • Personalisation • Interactivity • Mobility • Speed • Efficiency
- 15. PR 2.0 tools The PR 2.0 Reference Guide by Shift Communications
- 16. Student Activity Get into groups of five – each group is an agency representing a major client. Choose your client below:
- 17. Student Activity Your client is planning to launch their annual month- long CSR campaign and has assigned your agency to generate publicity 2 months before the campaign is launched and to assess the campaign’s effectiveness 2 months after using PR 2.0 tools. Based on this timeline, you are to design and present to your client a strategic communications plan using the most appropriate PR 2.0 tools and tactics while adhering to your client’s corporate image and philosophy.