Tonight was the first PR 2.0 chat on Twitter. Thanks to everyone who participated and shared their thoughts, experiences, expertise.

What I love best about chats is that they bring people together who may not know each other and the sub-chats that take place, both really show the value of the community and the encouragement to explore other topics as part of a whole conversation.

A few questions were asked during the 1.5 hour long chat. I know Twitter is a bear to follow conversations (threads would be ideal, but you know how that goes), so I have tried to capture the highlights here. You can also take a look at #pr20chat (start at the beginning) or within Twitter, search on #pr20chat.  

I hope I captured the comments properly in response to the questions asked… If not, let me know.

To you, what is Public Relations 2.0 and do you need to be in PR to utilize PR 2.0?

• rockstarjen: the beauty of pr 2.0 is anyone can speak to their audience. you don’t need to be in PR
• rockstarjen: you have the tools right there, but you will need to learn fundamental comm skills, of course.
• wvpmc: PR 2.0 is just one component of the broader SM 2.0, as trad PR is part of broader marketing communications – need to sync
• smrus: Don’t think you need to be in PR 2 enjoy the more open, accessible form of PR; however, do think that a baseline understand is key
• JMaultasch: No, you do not need to work in PR to utilize PR 2.0 Advertising, marketing and PR are all blending together in this opt-in world
• lindsaymallen: Don’t have 2 B PR 2 engage in PR 2.0. Customers can B biggest PR assets or nightmares. Every1 is a “brand rep.”
• tamera: PR 2.0 shld be abt adapting what wrks in 1.0 to new digi realities. Redefine PR if u must after uv figured out how 1st integrates
• jonnew: PR 2.0 is also about content creation and sharing that content across all PR and SM platforms.
• CMM_PR: I think the PR industry is among the leaders in the new SM ecosystem. Biz clients are looking to PR for expertise.
• davidweiner: PR 2.0 = giving EVERYONE everything they could possibly want from an announcement THEN having a conversation with them about it
• julielandry: Don’t hv 2b in PR to engage in PR 2.0. Customers can be your biggest PR assets … Everyone is a “brand rep.”

So, then…how do we get all other areas of marketing or business to feel comfortable with PR 2.0?

• rockstarjen: i think it’s also important the SM discussion is held with all groups together. all should be involved
• lindsaymallen: Social media policies and strategies are key … and their creation must involve people who understand the technologies/services.
• wvpmc: Establish goals, measurable objectives, understand how each piece of the marketing mix fits into the whole – 2.0= new dimension
• rockstarjen: good way to break down the silos is to create an SM “task force” w/reps from all groups
• wvpmc: That “it depends” uncertainty is what is making so many companies, and PR people, hesitant to jump in the water

I find that companies are comfortable standing behind a PR agency rather than engaging 1:1 with customers, media, etc.

• rockstarjen: you’re probably right. comfort is one, but time commitment is another factor in my experience.
• smrus: Many companies still count on the “PR person” to handle interactions for them for reasons of comfort or time as @rockstarjen said.
• nrohrbach: @lindsaymallen I agree, PR isn’t always the ball in your court, PR can just as easily be “Word of Mouth”
• lindsaymallen: @DaphneLeigh “I don’t understand” or “I don’t want to change” or “I don’t want to do this w/o a 10-part plan”

How do we sync/integrate PR 2.0 with marcom? What are some guidelines?

• Tbeffs: might be worth adding sycn/integrate w MarCom/Adv agencies also (battle of the agencies also)
• lindsaymallen: C-suite also needs to understand that not everything is going to be measurable in the traditional sense.
• smrus: It’s about integrated marketing communications… with new rules and new engagement from PR to advertising and Web.
• lindsaymallen: And sometimes mktg people are writing comm plans that incl media rel w/o understanding what media rel does & what is possible!

Has anyone successfully integrated the marcom functions with social media to achieve PR 2.0? Any case studies?

• Stuartcfoster: An integrated communications strategy outlined for each employee. Focus on engagement, transparency and humanity.
• lindsaymallen: And it’s even harder in an environment where there are legal concerns, resistance to experimenting w/new methods, etc.
• lindsaymallen: Orgs are having a hard time getting on board b/c “no one has time” to learn/strategize, & no one wants to leap w/o strategy

Okay, back to the original question…what is PR 2.0? How would you explain it to clients/management?

• wvpmc: Exciting opportunity of 2.0 is ongoing dialogue with publics- builds on foundation of trad market research
• lindsaymallen: Using tech strategies to reach out to customers (or prospects), media, etc. & also monitoring what’s being said about your brand.
• CMM_PR: An entire new look at the business or enterprise is needed, from the inside out. Transparency & authenticity r the new values.
• DavidSpinks: PR 2.0 is less about talking at people, and more about talking with people.
• smrus: PR 2.0 is a more “engaged” PR, leveraging new emerging marketing technologies & social media vehicles to talk w/ targets
• lindsaymallen: Sometimes you just have to test the waters — wisely — on your own time & take a strategy to the C-suite based on what you learn.
• CMM_PR: In the new PR 2.0 model there is a shift from talking “through” media to our audience, instead “to” media and our audience.
• DaphneLeigh: @CMM_PR Don’t you think it’s more talking “with” and not “to” (or should be). Talking “to” is one-sided.

Where do you think we are, as professionals, when it comes to PR 2.0? Skill & implementation wise? Beginner/Intermediate/Advanced?

• smrus: Unfortunately, I hink that many PR pros haven’t even begun. Too much focus on getting that traditional release out the door…
• DavidSpinks: Intermed. Profs are finally starting to get it, but it takes time to relearn how to be human and prof at same time.
• rockstarjen: re: skill/implementation. i feel like we’re still beginners, for sure. so much to learn.
• JMaultasch: Beginner! We are all looking for case studies and best practices. We are trying diff techniques and technologies.
• gbender26: I think we’re beginners again every time we start working with a new client or biz. It takes time to get it right.

Talking to “publics” is nothing new, but I think we’ve been focusing on too much media relations (impressions). How do we redirect?

• jonnew: Need to “retrain” clients and C-level folks on the eventual value. This comes through consistency and time.
• KatrinaHollmann:  Impressions are measurable results, sometimes the only things clients get. Otherwise they maybe feel they can’t justify
• KatrinaHollmann: Think maybe a lack of understanding on how to be relevant to audience and how to set time boundaries/manage SM “spend”.
• lindsaymallen:  Mgrs are not allowing staff time to learn, so it’s DIY for many. I took time to learn it myself, then made suggestions.
• wvpmc: I think that “I don’t have time” and concern with ghosting set up conflict- clients want PR people to take the reins

The biggest fallacy in PR is that impressions are accurate numbers. They aren’t and never were. We need to stop selling that lie.

• KatrinaHollmann: Don’t think most clients believe the # of impressions are valid, but they aren’t given anything else to use as measure.
• gbender26: Agreed on impression #s not telling the story; clients want metrics and we need to identify more meaningful ones
• davidweiner: @KatrinaHollmann Trouble with measurement = PR competing against all the other Comms disciplines who are not using the same metrx
• wvpmc: A lot of what is measured is useless – great post Vanity Metrics vs. Actionable Metrics by @EricRies http://bit.ly/KlQMq
• smrus: Worry it will Bcome not impressions, but #s followers on TW, fans on FB. Can we truly measure SM ROI? Not certain we can.
• DavidSpinks: The best way I’ve heard to show value/ROI of SM is to tie to corp goals.
• dustinrowley: @MackCollier its about coming to the realization that ROI is immeasurable. 2 many intangibles. evolotion of SM wont change that
• thebrandbuilder: @MackCollier @dustinrowley Start with your objectives, then determine what metrics make sense. What are you trying to impact?
• MackCollier: @davidweiner And that’s a measureable outcome of SM. Ex: Track how online mentions change after you start blogging

So if we step back and were to reposition away from impressions to engagement, how would you explain it to mgmt provide assurance?

• lindsaymallen: If msgs include call to action (esp. 1 that req. investment/purchase), success is extremely measurable.
• gbender26: Show what’s going on w/o your participation. Getting involved is better than not when ppl are talking about your brand
• davidweiner: If you step back and try to explain it, they’ll step back and lower the budget again…
• andrewmueller: PR is known as being extremely risk adverse can they shed that image and enbrace authenticity and transparency? I’m not sure
• davidweiner: PR has the impressions, eyeballs and engagement. Problem is we don’t have the guts to use the same #s Ad and Marketing peeps do
• CMM_PR: Focus is still on the tone of coverage, targeted media channels, prominence of key messages and buzz about your brand or client.
• davidweiner: Show a difference in the bottom line. Increase in sales, in traffic, in positive coverage/conversations
• JMaultasch: @BethHarte You undersell mgmt. Demonstrate the value you are building, even if it’s brand equity and you will find support.
• smrus: @CMM_PR – Agreed, but how do we hold off mgmt’s request 4 the dreaded “proof” until then?

Last question to ponder. If PR 2.0 is about engagement/ relationships, how does it turn the Pareto Principle on it’s head (80/20 rule)?

• DavidSpinks: I don’t see how it effects the 80/20 rule. I guess the 20 will equate to even more loyal customers.
• lindsaymallen: I think PR 2.0 creates a wider audience to draw that 20 percent from, which mathematically should mean better btm line!
• jeremymeyers: @BethHarte it may not and may just be that its 80/20 of a whole lot more people
• smrus: The 80% will not allow themselves 2 B ignored. Must account 4 the fact that they may seek U out if you do. Dontcha think?
• alextanPR: @BethHarte it gives the 80% a voice but resources will still be a challenge when attempting to make the impact as a super brand
• wvpmc: Not sure how 2.0 impacts 80/20 rule, but interesting to see how it plays in the long tail vs. trad big brands
• kamichat: I personally think the 80/20 rule still applies, it speaks to human nature. Now there is just another set of groupings
• lalunablanca: thinking the longtail will reshape Pareto and classic market consolidation.
• MaikelvandeMort: @BethHarte It’s a challenge for brands to put small budgets against 100% of their market. This will pose a challenge as SM grows
• MackCollier: @BethHarte The 80% is still creating content/conversations that affect behavior of the 20%. Smart cos know this & engage.
• ginakay: will jump in..I think choosing to listen for specifics applies no matter how many are in mix. 80/20 rule now abitrary?
• ginakay: If 80% =vocal, they must be responded to, particularly if negative (per #ibms) However if a troll, can ignore based on patterns
• mktgdouchebag: Good advertisers are all about the 20%. PR has a harder time w/ forgetting 80% b/c industry preached reputation mgmt. so long.
• w2scott: 80 % can get mighty squeaky RT @BethHarte: @amandachapel So what happens when the 80% start kvetching online & are ignored?
• katrinamsage: Found interesting article concerning the 80/20 rule and PR, thought I would share it. http://tinyurl.com/q2euxg
• amandachapel: @BethHarte “So what happens when the 80% start kvetching online & are ignored?” Crisis communications. Manage it!
• rachelakay: @BethHarte I think it’s reasonable to assume that if they’re kvetching they’re more likely part of that 20 % Do the rest bother?
• davidweiner: @ginakay Eventually, will 100% of the audience be vocal and online? Isn’t that a central eventuality?
• kamichat: @BethHarte Here is the thing, usually the kvetchers are also just a small fraction, it’s the 80/20 rule in motion
• kamichat: RT: I think the whole point of 80/20 is that you work with the 20 to reach the 80
• davidweiner: @BethHarte If 1% of the audience was online, we should be too
• BethHarte: @kamichat Get the 20% to speak to the 80%…thereby keeping an ongoing revenue stream with less marketing/PR effort, yes?
• artrox: @MackCollier 80/20 has been debunked, it has been taken out of context and run with, will try find interview
• wvpmc: Trouble brews when the noisy 1% get the rest of the crowd riled up – SM makes them harder/riskier to ignore
• dustinrowley: @BethHarte yes but by definition you need to spend 80% of your time working on that 20% you want to be actionable.
• BethHarte: @dustinrowley But the 20% is already actionable…they are buying & prob. being upsold/cross-sold. It’s the 80% that rotates
• jonnew: @BethHarte Maybe you only need the 20 percent as the rest are communicated to through other channels?
• BethHarte: @wvpmc Here’s the prob. w/cultivating influencers-they tend to ignore. The weakest links provide the greatest strength (the 80%).

Extra Highlights:

• lindsaymallen: Oddly, I’ve found that writing (my strongest skill, IMO) has become an undervalued skill. Why is it a lost art, yet so vital?
• DavidSpinks: @lindsaymallen Writing is far from a lost art. It’s changing, but becoming more important with the growth of this social mindset.
• lindsaymallen: The best thing I did was allow personal and professional to merge — in a professional way — on Twitter. Has been helpful.
• lindsaymallen: The smartest companies/orgs are the ones that are out there inviting customers to engage & making it right when there’s an issue.
• lindsaymallen: Good customer service should improve the bottom line. And in PR 2.0, good CS can lead to good word-of-mouth (& help contain bad).
• MackCollier: Attempting to manipulate interactions in a social space is a recipe for disaster.
• andrewmueller: Perhaps it is an opportune time for PR as an industry to rebrand itself to emphasize interaction
• MackCollier: @BethHarte This is the prob of ppl that dont understand SM, they say any interaction that doesnt end in sale is meaningless
• MaikelvandeMort: Although growing fast, the social media community still dwarfs in comparison to the real world. The C suite just starts to notice
• MackCollier: @BethHarte It extends even further. I have never bought a Masi or Graco product, but evangelize the SM efforts of both cos
• mktgdouchebag: @rachelakay Yes! PR needs to stop thinking about tactics & instead think where’s my audience & what comm. channel will reach them.
• SashaHalima: @rachelakay I had a talk w/ someone today about Twitter being a fad, he thinks it is & didn’t want to hear otherwise.
• wvpmc: @BethHarte @kamichat SM provides opportunity to identify rising influencers early-on
• mktgdouchebag: @rachelakay The best PR pros *personally* evaluate lots of comm. channels & then deploy according to client’s audience/culture.
• BethHarte: @wvpmc What I mean by broken is that the metrics used were never valid. So, now SM seems unreliable or unmeasurable, not the case.
• davidweiner: RT @MackCollier @lbbinc Biggest mistake most cos make is get upset about neg comments, HUGE opportunity if handled correctly

Suggested Topics for next week:

• mktgdouchebag: How about how to convince clients to try social media–*when* it’s appropriate–as a topic?
• w2scott: Topic idea: Talking clients OUT OF social media (unless they’ll commit to rigorous planning)
• kamichat: Topic Idea for next #pr20chat Bad pitching and need for speed – invite @prblog and @sgetgood to the party
• Rumford: #pr20chat can you put together a best practices list or 7 deadly sins for the new PR? repository for content is where?
• katcalbes: @Rumford Wow, I was just thinking ‘7 deadly sins’ would be a great topic for #pr20chat. @BethHarte I second that request!

[Image: iStock]

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