7. Changes to PR
• Negative image
• Distrust of marketing messages
• Cheap, scalable new tools
• Direct conversations become scalable
• We’re all media companies, now
8. PR in Conversation Era
• Peer-to-peer nets
• Speed of web
• Personal credibility
• Here to stay
9. PR’s Changing Role
Broadcast Conversation
• Send messages • Listen & respond
• Control • Engage
• Customer as target • Customer as heart
• Make people want • Serve wants
17. Kevin O’Keefe Lexblog
• 17 years of obscure law practice
• ‘96 starts answering q’s online
• ‘99 sells PrairieLaw.com to AOL
• ‘03 starts Lexblog. 7000 members
• Global reputation thru social
24. Takeaways
• Join the conversation. Do it now.
• Begin by listening
• SM is business intelligence
• It’s all media—you included
• Join relevant communities
25. Takeaways
• Post interesting or useful content
• Go where customers hang out
• Humanize your brand
• Point to other content
• Tell stories [nonfiction]
26. Parting Thought
This is the dawn of the Conversational
Age. Lawyers, like PR professionals, are
are great conversationalists.
This is your time. Have fun.
1. People want to be heard 2. People like me are best 3. Trust people over institution 4.Conversations sell goods
PPT vs Stories>
Riya: I don’t want Mossberg. I want Scoble. Scoble at Microsoft. Scoble at Racksdpace.
Dec. 10 22K convos a day Operationalizelistening,” Manish Mehta Distribute by relevancy Trained 5K
From FT to SVI; Every company is a media company. So is every person. Trad media & social media is just media. They are how you have conversations that matter.
Customer Intelligence results Better products & services Improved loyalty Increased profits Makes managers heroes
Customer Intelligence results Better products & services Improved loyalty Increased profits Makes managers heroes
Customer Intelligence results Better products & services Improved loyalty Increased profits Makes managers heroes
