emakina academy #11 : from pr 1.0 to pr 2.0
DESCRIPTION
Emakina Academy #11 : from PR 1.0 to PR 2.0 An event organised by Emakina, the largest full service interactive agency in Belgium (www.emakina.com).TRANSCRIPT
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Public Relations 2.0 Flagey / Brussels / 5th November
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From PR 1.0 to PR 2.0
Brice Le Blévennec President Emakina
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From PR 1.0 to PR 2.0
To start it out, a few simple thruths about PR
• Public Relations (PR) focus on awareness and reputation
• Basically, PR is made of three ingredients:
* What you do * What you say * What others say about you
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From PR 1.0 to PR 2.0
PR is not synonymous with advertising
« Advertising, pay for it. PR, pray for it »
(old conventional wisdom)
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From PR 1.0 to PR 2.0
The vector of PR is communication
Basically, communication involves four elements:
1. Sender
2. Channel
3. Receiver
4. Relay
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From PR 1.0 to PR 2.0
In the past, things were pretty simple
1. Sender → your company
2. Channel → press release
3. Receiver → journalists
4. Relay → mainstream media
That was the good old time...
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From PR 1.0 to PR 2.0
...and then came an earthquake called “social media”
forums wiki virtual worlds blogs
YouTube social networks podcasting folksonomy user-generated content RSS social bookmarking …to name but a few
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From PR 1.0 to PR 2.0
Social media have a dramatic impact on the usual communication process
1. Sender → your company
2. Channel → press release and blogs, social networks, Wikipedia, search engines...
3. Receiver → journalists and end consumers
4. Messenger → mainstream and social media
5. Immediate feed-back on the communication
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From PR 1.0 to PR 2.0
Power to the people!
• Social media set on stage a new actor called the end consumer. Internet users have more power than ever to access information, produce content and share their opinions.
• Don’t believe us? OK, let’s have a look at some search engine results that involve products and brands, directly or not...
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From PR 1.0 to PR 2.0
3 major consequences to this new configuration
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From PR 1.0 to PR 2.0
Consequence #1
• The hurdles between your communication and the audience are collapsing. The era of mass media as unique gatekeepers of communication is definitely over.
• Old media model based on one-way communication is slowly dying. The monologue is turning into a conversation, a two-way interaction with your audience.
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From PR 1.0 to PR 2.0
Consequence #2
• In this new landscape, PR does no longer mean “catching-attention-of-journalists-to-make-some-noise-at-any-cost”.
• It’s now all about building long-term relation with the multiple opinion leaders who can exert a significant impact on your brand or your business, whether it is a journalist, a blogger, a community owner...
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From PR 1.0 to PR 2.0
Consequence #3
• The rise of social media also means the media landscape is more fragmented than ever before.
• This explosion requires the ability to build up integrated strategies that address each channel in a relevant way while keeping a brand consistency throughout your PR effort.
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From PR 1.0 to PR 2.0
PR 1.0 PR 2.0
Small group of influencers (mostly journalists)
Influencers (and buyers) are everywhere
Top-down communication only Consumer in control, real-time feed-back
One-way communication New conversation-based scheme
Press release as default channels Explosion of channels: web, e-mail, blogs, social networks, micro-blogging...
Small range of communication channels
Growing fragmentation in the media landscape
Fixed, well-known KPIs (e.g. advertising value of your PR results)
New ROI criteria: backlinks in the blogs, views on YouTube, ranking on Google… and many others to be invented
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From PR 1.0 to PR 2.0
“PR 2.0” : neither another new revolution, nor a simple upgrade of your PR strategy
• Not a revolution, because there’s no compelling reason to throw away your PR plans suddenly
• Not a simple upgrade, because a new media ecosystem is thriving and changing the way we elaborate communication plans
• During this Academy, we’ll show you how you can combine established PR practices with new tactics to enhance the impact of your interactive campaigns
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19
Thank you!
Any question?