PR 2.0PR 2.0

Making Connections Online

By: Jade Ng-A-Kien

Making Connections Online

By: Jade Ng-A-Kien

A Brief Background …

Public Relations Public Relations is the

practice of managing communication between an organization and its public.

It provides a service for an organization by helping to give the public and the media a better understanding of how that organization works.

PR can be one of the best means to build relationships and trust with the public.

Almost every organization that has a stake in how it is portrayed in the public employs some level of public relations.

Web 2.0

Associated with web applications that facilitate interactive information sharing, user-created designs and a collaboration on the World Wide Web (WWW).

Includes web-based communities, host servers, social-networking sites, video-sharing sites, wikis, blogs …

Allows users to interact with other users and even change website content.

PR + Internet = PR 2.0

PR 2.0 puts the public back in public relations!

PR 2.0 PR 2.0 places a new meaning

and value on PR and shows the real convergence of PR and the Internet.

In a Communicator’s Manifesto, Deirdre Breakenridge speaks out about the change happening in PR and how it will affect communications

professionals around the world. She emphasizes the need for

brands to engage in meaningful conversations with their customers in niche Web

communities. It is driven by technology and

consumer’s behaviour in the 21st century.

What does this mean?

Users are able to congregate,

collaborate and share content through social

media tools that support users to engage in online conversations.

How does this help me?

Brands that I like can hear what I (and other customers) have to say and they can answer my questions directly and even

respond to my needs.

I actually have a voice in what is going on with the

companies I like!

But how?

Through the use of social media tools like these:

If I want to find out information on a new product or read a review, all I have to do is go online and I can get reviews from other users.

Now, what does this mean for PR?

How has PR 2.0 changed PR?

Consumers are able to receive firsthand information - PR practitioners can get credible information out to the public directly instead of them being bombarded with advertisements that the GenYs have come to hate.

PR people can help their clients engage in meaningful conversations with their customers, giving them an inside view into the company they know and can now trust.

PR people can also engage in social dialogue and can become a part of online conversations so they also know what audiences are saying and doing.

Go on … get involved! Discussions are now open on the WWW and if you

do not want to get lost in the shuffle, get online, get involved and start engaging in converstations.