You may have heard the buzz. There is a new term in town: PR 2.0. Coined by SHIFT Communications, PR 2.0 is the new frontier. Simply put, PR 2.0 is how public relations integrates with the technology-heavy world of today’s business.
Amid the increased social media (blogs, Webinars, podcasts, vlogs), how does a company shift into this new PR world? We thought it time to start addressing ways that you can take advantage of PR 2.0, starting with the most basic item, your Website.
The online newsroom
In the “old days” of public relations, the press kit reigned king. Big bulky folders loaded with press releases, glossy photos, and slides were standard. Today you can simply direct a reporter to a page on your Website where all your press materials and high-definition artwork await, ready to be used. Often called an online newsroom or a press center, it’s a huge time and money saver. Here are some tips when it comes to creating your online newsroom:
* Don’t play hide-and-seek. A newsroom should be a link or a section on the main navigation of your site. This should always be visible from your home page and not buried under multiple layers of other items.
* Do populate your newsroom accordingly. You will want to include bios of key executives, white papers, fact sheets, speeches, awards, and of course, press releases. Make sure that your primary media contacts’ information is front and center. Include any product or executive photos for download in multiple versions—72 DPI (lower resolution) for online publications and other Websites, and 300 DPI (higher resolution) for offline publications. Put instructions, such as “To download, right-click and choose ‘save’” next to the graphics.
* Don’t force journalists to register or sign in for access. They are busy folks and may very well decide not to bother.
* Do offer the opportunity for journalists to enter their e-mail address if they wish to be kept in the loop of the latest news from your company.
* Don’t try to lay out the online newsroom yourself if you’re not a talented Web designer. And while we’re at it, don’t use Flash, heavy Java scripts, and other bells and whistles. The face you put forth to the media must be highly professional, and ease of navigation and a logical flow is vital.
* Do hire a professional designer who has a portfolio that includes simple, easy-to-navigate, clean-looking sites.
The blog
The blog—a journal of sorts that is an outlet for thoughts, opinions, and news—has caught the eye of the PR world and is regularly used as a tool to garner attention for a company. Used wisely, the blog is a great tool on many fronts. We feel obligated, however, to post a cautionary statement here. Blogs are easily linked to and can have their content misconstrued. Many bloggers have gotten into serious PR hot water from their blogs. Unless you’re looking for controversy, be responsible and careful about what you post.
Blogging is something that should be considered by everyone but implemented only by those who are committed to doing it well. A blog should not be a simple regurgitation of company news (although mentioning news is a great idea) but rather should offer a unique perspective, commentary, and resources on your subject matter. Here are a few steps to get you started:
* Choose your platform. For a small business, housing or learning to create a blog on your own site is probably not the best way to go. There are many free sites out there that have templates built in and make it very easy to get started blogging. A few popular ones are Blogger, Blog.com, and Blogstream.
* Choose your author. Whether it is you or someone else in your company, make sure that the author understands the goals, the limitations, and the guidelines of the blog. And of course,, the author should be knowledgeable and passionate about the topic.
* Be an expert. A tried-and-true PR tool, making yourself the expert and writing about the subject of your expertise offers something new to the media. Choose your topic, be passionate, and offer the reader more than just facts and links. Remember, the value-add for the reader is your analysis. If you can relate some personal experiences along the way, all the better. But remember, once it is out there, it is quotable.
* As with the Website newsroom, don’t play hide-and-seek. Writing a blog and then getting lost in the blogosphere does you no good. There is an art to being found, and you should take advantage of it. Plan on linking to a lot of other blogs and news sites. Your links to them will, in time, foster an environment that encourages them to link to you. If you see a link to a news story in another blog, link and reference that blog along with your link to the article. You should also submit your blog to all the blog search engines. Engines such as Technorati crawl blogs and find new ones hourly.
* Offer RSS feeds. RSS, or Real Simple Syndication, allows your Website visitors to subscribe and read the content in RSS newsreader software. Whenever the Web page is updated the newsreader will automatically display the new item. Some newsreaders are programs that are downloaded and installed on a computer; others are Web-based services that can be accessed via a Web browser.
Further online interaction
Two other forms of social media that should not be ignored are Webinars and podcasts. While neither of these is new to the consumer, the use of them in PR is relatively new.
Using a Webinar to promote a new product or service is also a great way to offer an interactive format for journalists. Imagine the benefit of offering a Webinar instead of a press event that the media have to physically attend: They can get the scoop right from their desktops! Also with a Webinar, your material lives on much longer than just the day of the event. Tip: Consider moving to a Webinar format to announce milestones or to introduce products.
The podcast was originally intended to turn Website content into audio content that can be downloaded onto an iPod. What makes podcasting special is that it allows people to publish (podcast) radio shows that interested listeners can subscribe to. Now people can automatically receive news shows with a simple subscription. Media and consumers can choose when and where they listen to your information.
The bottom line
PR 2.0, social media, the next generation of PR—whatever you want to call it, taking advantage of the new technology tools available to your business is a cost-effective way to expand your outreach. It is a new way to think, but once you get used to using these social media tools, your public relations program will become easier and reach farther. Bottom line: With PR 2.0 you are limited only by your creativity and your imagination.
Amy Chilla and Melissa Gillespie are partners in Innova Communications (www.teaminnova.com), a Ladera Ranch, CA-based public relations and marketing firm.
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