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).

1. Public Relations 2.0
Flagey / Brussels / 5th November

2. From PR 1.0 to PR 2.0
Brice Le Blévennec
President
Emakina

3. 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

4. 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)

5. 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

6. 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...

7. 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

8. 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

9. 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...

13. From PR 1.0 to PR 2.0
3 major consequences
to this new configuration

14. 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.

15. 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...

16. 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.

17. From PR 1.0 to PR 2.0
PR 1.0 PR 2.0
Small group of influencers Influencers (and buyers) are everywhere
(mostly journalists)
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 Growing fragmentation in the media
channels landscape
Fixed, well-known KPIs (e.g. advertising New ROI criteria: backlinks in the blogs,
value of your PR results) views on YouTube, ranking on Google…
and many others to be invented

18. 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

19. Thank you!
Any question?
19