Savvy PR firms are moving to incorporate PR 2.0 knowledge and skills. Other old-line professionals simply don't get it.
Companies that embrace the opportunities presented by blogging, social media and PR SEO are able to engage in two-way conversations with their market, generate sales leads, build greater awareness, garner more media coverage, and look and act as an innovative company.
Listed below are some questions to ask your current PR firm, or potential new agency, to see how PR 2.0 savvy they are.
While it is likely that your PR agency may not be able to answer these questions - yet - the new opportunities of PR 2.0 are something you both should be thinking about.
- How are press releases optimized for high rankings by the search engines?
- How many online "pickups" can you expect from a release?
- Are multi-media links included within releases (social media release)? For example links to an executive podcast, product demo, logo, photographs, presentations, pro and con media coverage?
- Which influential bloggers do they follow in your space?
- What is the agency’s policy on responding to inaccurate or inflammatory blog postings?
- How would they use a corporate blog to shape your company's image?
- How do they make your media content more discoverable through the use of social tagging and RSS?
One of the public relations agencies that are shaping the new social media is SHIFT Communications. SHIFT Principle Todd Defren's blog PR Squared provides valuable insights, as does MediaShift. You can also follow the conversation at the New Media Release Google Group.
More Web 2.0 links can be found on the Savvy Resources Page at del.icio.us.