Marketing and SalesPublic Relations
Title: PR 2.0: New Media, New Tools, New Audiences
Author: Deirdre K. Breakenridge
Year: 2008
Category: Public Relations
Introduction
Deirdre K. Breakenridge’s PR 2.0: New Media, New Tools, New Audiences is an influential guide that details how the emergence of new media has transformed the public relations landscape. It explicates how traditional PR strategies are becoming obsolete, and introduces an innovative approach referred to as PR 2.0, which leverages social media, blogging, and other digital tools to engage with modern audiences more effectively. This summary covers the book’s major points and provides actionable recommendations for PR professionals to adjust and thrive in this new environment.
1. Evolution of PR into PR 2.0
Breakenridge outlines the evolution from traditional PR to PR 2.0, emphasizing the shift from push-based strategies to pull-based engagement. Traditional PR focused on one-way communication, where press releases and media pitches were sent to journalists. PR 2.0, however, is characterized by two-way communication and direct engagement with audiences through digital platforms.
- Actionable Step: Adopt interactive communication by actively using social media platforms. Engage with your audience by responding to comments, starting discussions, and providing real-time updates.
2. The Role of Social Media in PR
The book highlights the importance of social media in PR 2.0 strategies. Platforms like Twitter, Facebook, LinkedIn, and YouTube allow PR professionals to reach their audience directly, without intermediaries.
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Example: Dell’s use of Twitter for customer service, which significantly enhanced customer satisfaction and brand loyalty.
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Actionable Step: Develop a comprehensive social media strategy. This should include regular posting schedules, content tailored to each platform, and active engagement with followers.
3. The Importance of Blogging
Blogging is another pivotal tool in PR 2.0. Blogs offer a platform for brands to provide valuable content, establish thought leadership, and engage with audiences on a deeper level.
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Example: The book discusses the success of HubSpot’s blog, which provides educational content about marketing, drawing in a large audience and establishing the company as an industry leader.
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Actionable Step: Start and maintain a blog. Focus on creating valuable, relevant content that addresses the interests and needs of your audience. Use the blog to showcase expertise and provide thought leadership.
4. Influencer Engagement
Breakenridge explains how influencer marketing has become integral to PR 2.0. Collaborating with influencers who have established trust and credibility with their followers can amplify a brand’s message.
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Example: Nike’s partnership with influencers in various sports to promote their gear and apparel with more authenticity than traditional advertising.
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Actionable Step: Identify and collaborate with influencers who align with your brand values and have a significant following in your target market. Create mutually beneficial partnerships where both parties gain.
5. Building Online Communities
Creating and nurturing online communities is vital for sustaining engagement and loyalty in PR 2.0. These communities provide a space for real-time interaction and feedback from your audience.
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Example: Starbucks leveraged its My Starbucks Idea platform to gather customer suggestions and implement popular ideas, which not only improved their offerings but also enhanced customer loyalty.
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Actionable Step: Build and nurture online communities. Use forums, social media groups, and interactive platforms to engage with your audience, solicit feedback, and foster a sense of community.
6. Content as King
In PR 2.0, content is paramount. Providing valuable, relevant, and engaging content helps in building trust and authority. Breakenridge stresses the need for a well-developed content strategy that caters to the interests and needs of the audience.
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Example: Coca-Cola’s Content 2020 strategy focuses on creating compelling storytelling through various content formats, significantly enhancing their brand engagement.
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Actionable Step: Develop a robust content strategy. Plan and produce a mix of content types, including blogs, videos, infographics, and podcasts. Ensure that the content is consistent with your brand message and provides value to your audience.
7. Real-Time PR
The book addresses the importance of real-time public relations. In the digital age, news and information spread instantly, and brands need to be prepared to respond quickly.
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Example: JetBlue’s swift and transparent communication during a service disruption helped manage customer frustration and maintain trust.
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Actionable Step: Implement a real-time PR strategy. Monitor social and news channels continuously and be ready to respond to both positive and negative mentions swiftly.
8. Social Media Monitoring and Metrics
Monitoring social media and measuring engagement is critical for understanding the effectiveness of PR campaigns. Breakenridge elaborates on using analytics tools to track performance and adapt strategies accordingly.
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Example: Using tools like Google Analytics and Hootsuite to measure engagement metrics such as likes, shares, comments, and sentiment analysis helped companies adjust their strategies for better results.
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Actionable Step: Utilize social media monitoring tools. Regularly track and analyze performance metrics to gauge the success of your campaigns, and be ready to pivot your approach based on the data insights.
9. Crisis Management in PR 2.0
Breakenridge provides insights into handling crises in the digital age, where swift information dissemination can escalate situations quickly. Effective crisis management involves quick, transparent, and consistent communication.
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Example: The Tylenol crisis, where immediate and honest communication helped Johnson & Johnson regain public trust.
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Actionable Step: Have a crisis management plan. Ensure that your plan includes established protocols for rapid response, key messaging strategies, and designated spokespersons for consistent communication.
10. Collaborative Tools and Technologies
The book emphasizes the importance of collaboration tools and technologies in the PR 2.0 environment. Tools like collaboration platforms, project management software, and digital communication channels streamline PR activities.
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Example: Using Slack for team communication and Trello for project management can help PR teams stay organized and efficient.
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Actionable Step: Implement collaborative tools. Invest in technologies that facilitate real-time collaboration and communication within your PR team to improve overall efficiency and coordination.
11. Ethics and Transparency
Breakenridge underscores the importance of ethics and transparency in PR 2.0. Maintaining honesty, integrity, and transparency in all communications is crucial for building and sustaining trust with the audience.
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Example: Patagonia’s transparent communication about their supply chain practices, which helped reinforce their commitment to ethical practices and resonated with their audience.
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Actionable Step: Prioritize ethics and transparency. Ensure all communications are honest and transparent. Address any mistakes openly and strive to maintain high ethical standards in every aspect of your PR activities.
12. Strategic Integration of PR and Marketing
The book discusses the integration of PR and marketing strategies, explaining that a cohesive approach can amplify both efforts. Collaborative campaigns that align PR and marketing goals can enhance overall brand presence and message consistency.
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Example: The Dove Real Beauty campaign, which seamlessly integrated PR and marketing to create a powerful and consistent message about natural beauty.
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Actionable Step: Align PR and marketing efforts. Regularly coordinate with marketing teams to ensure that your messaging and campaigns are consistent and mutually reinforcing.
Conclusion
PR 2.0: New Media, New Tools, New Audiences by Deirdre K. Breakenridge is a comprehensive guide for navigating the transformed public relations landscape in the digital age. By adopting social media engagement, creating valuable content, leveraging influencer partnerships, and maintaining transparency, PR professionals can effectively connect with modern audiences. Breakenridge’s insights equip practitioners with the tools and strategies to thrive in the dynamic and ever-evolving world of PR 2.0.