Are you using PR 2.0 to tell a different brand story…a more human and customized story connecting directly with stakeholders? Today’s business professionals can’t look at the old traditional broadcast model and expect that from sender to receiver the model will be successful in a social community. On the contrary, social communications is a peer-to-peer approach with people wanting to speak to people, and trusting information more from their peers and less from the media, big brands or the government. The rise of the citizen or journalist and democratized content has forever changed the strategy behind brand communication and smart business professionals know that they are planning for engagement and deep connections, which lead to everything from conversations, education and authority to participation, endorsements and relationships. The tables have turned and the CEO, CFO and CIO are not the C-Suite that matters, rather consumers are the new C-Suite and brands must pay attention. Brands are learning to embrace ways to participate with them by sharing meaningful information that answers questions, solves problems and helps with decision-making. The business professional who support PR 2.0 communication build better relationships, stronger communities and loyal customers for their brands.
Deirdre Breakenridge, President and Executive Director of Communications at Mango! Marketing, is a veteran in the PR industry. The author of four Financial Times books, “Putting the Public Back in Public Relations,” co-authored by Brian Solis and published in March 2009; “PR 2.0, New Media, New Tools, New Audiences,” “The New PR Toolkit” and “Cyberbranding: Brand Building in the Digital Economy.” During this interview she shares her knowledge of how communications is changing in our digital world and provides insight to businesses on how to manage and participate in PR 2.0 and social communications.