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PR and brand you

Page history last edited by PBworks 15 years, 10 months ago

PR and brand 'you'


Workshop for Oslo School of Management students

Leeds, 12 September 2008


Small research study


Do you regularly:

Watch TV? Listen to radio?
94% 85%
Read a newspaper? Use a PDA or 3G phone?
60% 10%
Read blogs? Update your own blog?
15%  10%
Use Facebook? Use MySpace or Bebo?
100% 3%
Use Wikipedia? Edit Wikipedia?
95% 15% 
Use YouTube? Upload videos to YouTube?
92% 10%
Use Twitter? Use FriendFeed?
7% 3%
Use FlickR Use Del.icio.us?
6% 3%
Use Second Life?

First thoughts: PR in the Web 2.0 world


"Online PR is about engaging people in conversations so they become advocates for your organization."

Source: Tom Watson and Paul Noble, Evaluating Public Relations (2nd edition 2007)


"My belief is that ... the axis of communication has swung through 90 degrees - it is not what we say about ourselves that matters but how good we are at influencing the conversation that swirls around us, our products and our services."

Source: Philip Young, University of Sunderland


"We see two schools of PR in practice today. One is the incumbent school of 'command and control'... The other is a new 'listen and participate' school of thought in PR."

Robert Scoble and Shel Israel, Naked Conversations (2006)

Second thoughts: PR and brand 'you'


Case study example: digital footprint of Svend Anders Karlsen-Moum


Anderson Lima

Richard Bailey


Useful analysis: the web and you


Three ages of the web:


  1. The Age of Surf (1994- eg Yahoo)
  2. The Age of Search (1998- eg Google)
  3. The Age of Syndication (2006- eg RSS)

Scoble and Israel, op cit

Wayback Machine


  1. 'Filter, then publish'
  2. 'Publish, then filter'

Clay Shirky, Here Comes Everybody (2008)


Participation inequality, Jakob Nielsen

'In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action... With blogs, the rule is more like 95%. 5%, 0.1%. Wikipedia is even more skewed than blogs, with a 99.8%, 0.2%, 0.003% rule.'


Digital natives, digital immigrants (2001), Marc Presnksy part one; part two


'Think Link': Google PageRank



How does Google rank a web page on a scale of 0-10?

How can yet get 'Google juice' for a website?







Leeds Met

Rose Bowl webcam


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