gatekeepers, but also use the online channels where they publish and share informationto communicate directly and genuinely.At the very least, PR 2.0 is going back to itsroots to bring public relations back to PR.Social Media refers back to the "two-way"approach of PR that Ivy Lee discussed in his day. And, Bernays viewed public relationsas an applied social science inspired by psychology, sociology, and other sciences toinfluence behavior.
Their philosophies combined with the socialization of media creates a new prerequisiteand standard for PR professionals.
Now it's about listening and, in turn, engaging influencers and stakeholders on their level. It forces PR to stop broadcasting and start connecting.It is a chance to not onlywork with traditional journalists, but also engage directly with a new set of accidentalinfluencers, and, it is also our ability to talk with customers directly.
No BS. No hype. It’s an understanding of markets, the needs of people, and how toreach them at the street level—without insulting everyone along the way.Conversational PR is becoming a hybrid of communications, customer service,evangelism, and Web marketing.
The evolution from PR 1.0 to PR 2.0 will result in more informed, effective, andmeaningful Public Relations,
without a version number
. It’ll just be good PR whether itstands for Public Relations, Professional Relations, Personalized Relations, PeopleRelationships, etc.
So what does this mean for you?
It means we have to start thinking about things more intelligently, differently, andpersonally.
Applying Traditional and New PR Methods for Startups
You’re an entrepreneur with a recently funded company in need of users, or perhapsyou’re bootstrapped and actively seeking financing and you need a little something thatwill land you a more attractive term sheet.
Every VC, as well as every successful entrepreneur, will tell you, great PR can makeyou, whereas bad or mediocre PR can stifle your growth and possibly damage existingand prospective relationships. And, they all have ideas on how you should proceed.
But right now, the main thing that stands between you and success are users andcustomers – and good press (traditional and new media) builds the bridge between youand them.
In order to get to the next level, it helps to thing about PR strategies and tactics tocreate a foundation for effective PR, especially in today’s competitive Web 2.0 world.