PR 2.0: How PR is Drastically

Changing

WITH REFERENCE TO: Prepared By

Caterina Ventrella

Twitter Mlle_Caterina

Internet + PR = PR 2.0

PR 2.0 describes the integration of the internet community and public relations.

The concept of PR 2.0 began about 10 years ago with the rise of the internet.

Broadband internet connection (a.k.a fast internet anytime, anywhere ) provided a foundation for the rise of social media. This made the coming together essential.

Technology is leading the new PR movement.

Social media created a highly accessible and highly democratic digital community that provided the public

with a network to participate in the free flow of information.

What this means for the people:

Horizontal flow of information

Person to person content. This positions content as truthful and trustworthy. Gimmick – free.

Platform for meaningful conversation

Power to create content & communicate live with an enormous audience.

Ability to search for their own source of information on anything and everything 24/7.

These new tools include RSS, social networking, blogs, podcasting, streaming video & photos to name a few.

Social media is not just a fad it’s part of a revolution.

In order to succeed, PR practitioners must join in on the conversation

What this means for PR :

http://bit.ly/bdQTFE

Joseph Thornley is CEO of Thornley Fallis and 76design

A new category of web savvy PR professionals.

Organizations must first engage and become apart of the valuable conversations online.

Blogger relations are the new media relations and PR needs to build relationships with these modern influencers.

Organizations must go online to connect directly with their audience.

PR 1.0

The nature of reporting and journalism is changing.

"PR 2.0 puts the public back in public relations.”

“With PR 2.0, brands are able to have conversations directly with

their customers in niche Web communities”

Evolved from spin doctor cliché.

Now about building a relationship & trust with the public.

Whuffie = one’s store of social capital that’s considered the currency of the digital world that is coming to be more powerful than money.

The “Whuffie” Factor

Celebrity blogger Perez Hilton generated a lot of “whuffie” with his personal blog.

“Perez Hilton, the celebrity blogger, has been named the most influential person on the internet - ahead of the founders of TechCrunch, Mashable, Twitter and Digg.”

- Mashable.com

The end Beginning