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PR and brand you

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on September 9, 2008 at 8:35:26 am
 

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?
X X
Read a newspaper? Use a PDA or 3G phone?
X X
Read blogs? Update your own blog?
X X
Use Facebook? Use MySpace or Bebo?
X X
Use Wikipedia? Edit Wikipedia?
X X
Use YouTube? Upload videos to YouTube?
X X
Use Twitter? Use FriendFeed?
X X
Use FlickR Use Del.icio.us?
X X
Use Second Life?
X


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


 

Big thoughts: 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)

 

'Digital natives, digital immigrants', 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?


 

Advice

 

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