PR and brand you

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
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