1. What is Web 2.0?
Web 2.0 –
the internet platform viewed as a medium in which interactive
experience, in the form of blogs, wikis, forums, etc, play a
more important role than simply accessing information

2. What is Public Relations?
Public relations is a strategic communication
process that builds mutually beneficial
relationships between organizations and
their publics

3. What is Online Public Relations?
“Communicating over the Web and using new
technology to effectively communicate with
stakeholders” Source: CIPR website
“Maximizing favorable mentions of the company, brands,
products or websites on third-party sites”
Source: according to 60 per cent of in-house respondents to
an Econsultancy survey

4. Public relations strategies are
evolving in the world of
social networking and Web 2.0.
The free publicity and additional media
queries alone can revolutionize
company’s profits and position it
favorably in front of prospects, clients,
and colleagues.

5. What are the main tools?
• Creating a Blog
Whenever company gets media attention, be sure to mention it in
corporate blog. Use keywords that will attract new readers and
identify your company’s name with that topic. This will help
business to reach its organizational goals and highlight it’s
position for other media to call upon.

6. • Using RSS Feeds to Share Your Message
With a Wider Audience
Connect your blog’s RSS feed to social
networking sites so other people can start
reading about your company’s media appearances
and other PR. The beauty of an RSS feed is that
it does the work of cross posting. So if you share
good news about a media mention, more people
will learn about it.

7. • Creating A Twitter Account
Microblogging - the world in 140 characters long
The main thing - the speed and consistency

8. • Creating a Tumblr Account
Automatic aggregation of
content without the direct
involvement

9. Social characteristics of Web 2.0:
• openness;
• presence of mass, anonymous, fragmented
audiences, aimed at self-discovery and self-
expression;
• user involvement in the development of a
resource or service, their control;
• mediated communication and technical
equipment;
• decentralization, communication of large social
groups

10. Web 2.0 allows:
• to record thoughts, make notes and comment blog posts, to
create and store a collection of bookmarks that can be
accessed from any computer;
• to create collective authorship encyclopedia based on
technology to post photos and videos, as well as discuss and
view them;
• to place text documents, slides;
• to burn audio files (podcasting), store them;
• to create a virtual identity;
• to simulate social presence through virtual worlds;
• to create maps using geographic service;
• to create and edit text documents, charts, exchange
messages;
• to create mashups - applications that combines content from
multiple sources.

11. Fundamentals of Online PR
• Understand how networked audiences work
• Map online environment to gain intelligence before
planning begins
• Flexible and tailored communications
• Integrate with other marketing disciplines and other PR
channels
• Be meaningful – messages with intent and purpose, not
spin
• Measure and learn
• Agree organizational ownership and chain of command –
Internal PR teams, digital, external agenciesspecialists,
combination