Public relations is a somewhat fickle craft to master, but you can certainly learn as you go. I think many PR professionals do just that, on top of having some already learned expertise. A great way to do that is to experiment with tools online and to ask others for advice. People who have done it before you usually welcome questions and will answer if they’re able to. There is a lot of trial and error, and a lot of learning. There is no magical formula that will work for all companies since each company and each situation calls for a specific and personalized plan. Some tactics will work better for some companies, so really researching what works best for you and your current needs is crucial.

Some tactics to consider when creating a PR 2.0 plan for your company:

1. Utilize social media. I may be running this idea into the ground, but it is an important idea to remember. Social media is an awesome tool, opening the doors for companies world-wide to reach niches and ignored markets that were previously inaccessible. Social media also makes it possible to reach the already tapped markets by being a personified company interested in interacting with customers. This can make the difference between a customer using your products or services or those of a competitor.

2. Optimize your copy. Use keywords that customers search for. Avoid using keywords that don’t make sense to use. Instead, use the long-tail keywords that will attract the Internet users you want. For example, a keyword I could use here on this blog could include something like: “how to write a press release”, “sample of a press release”, “writing for public relations materials”, etc. These longer phrases will capture the visitors I am looking for (the ones who are looking for ideas on those phrases), and I can offer them exactly what they’re looking for. These long-tail keywords will make up the bulk of your traffic, so really pay attention to them. (For more information on the long-tail keywords, click here.)
3. Engage your customers and visitors. This means making calls to action clear, meaning that your visitors’ next steps should be visible, understandable, and attractive. Should they click on a link on the side-bar? Should they leave a comment, download your eBook? If so, make it clear that that’s what they should do next! Remember, too, that attention to detail makes a world of difference. If they download your eBook, thank them! If they leave a comment, reply and share it on your social networking accounts to increase participation. Encouraging interaction is the first step.
4. Being responsive, being there. Being present in all aspects of your online participation can make or break your success online. A company who sits idly as customers ask questions or interact with one another is sure to fail in this area. Know that your customers usually ask questions or raise a concern with the hopes of being answered. If you are unable to address their concern or answer their questions, try to respond anyways. You can refer them to someone who may know, or tell them what you can answer. This is better than ignoring their inquiries.
5. Be genuine and real. This can greatly help to build your credibility. Being a transparent, open, and honest company is really best in the long-run. While you may be able to fool your customers in the short-run, your company won’t last long. The truth finds its way out, and customers aren’t usually ecstatic to hear you’ve been untruthful.

The key idea to remember here is that social media is not a part time job; it requires your attention, constant use, time, and energy. Companies can quickly lose customers or web traffic by being a part-time PR 2.0 user. Simply using the tools the Internet has available will greatly improve your expertise and will make you more comfortable in using them. Remember that everyone who began using an Internet or social media tool was inexperienced and a novice. It takes time to really understand the benefits of a tool, and the best thing to do is to just start using them.

How did you become comfortable in the online world? Click on this post’s title and leave a comment!

Social media has a lot to offer to companies and customers. According to Deloitte’s “Tribalization of Business 2009 Study“, however, “[s]urvey results indicate that while enterprises are effectively using online tools to engage with customers, partners, and employees for brand discussion and idea generation, organizations are continuing to struggle with harnessing social media’s full potential.”

The technological world is ever changing, and businesses need to keep up to avoid being left in the dust. There are a few ways that social media and social networking sites can benefit a company, business, or brand. Namely, PR 2.0 can help a company become more integrated with tech savvy individuals and can also increase brand/company awareness, online and off. Due to the connection of internet and other forms of media, having an online presence can greatly increase the likelihood that it will transcend into another form of media.

There are a few sites that can help a firm trying to break into the PR 2.0 world. For example, LinkedIn, Facebook, MySpace, and Twitter are all popular and widely used networking sites. More and more people are joining these sites; they are no longer simply for teenagers or college students. More companies and people from older generations are now joining, creating a very large social network, connecting millions of individuals. What a great way to reach audiences, worldwide!

With so many individuals on these sites, it is almost expected that a brand or company be on them as well. It is a simple and easy way to increase your brand’s reach. It can also help a company with a large following of loyal customers to potentially grow that loyal customer base more. Loyal customers, ‘fans’ if you will, are apt to talk about your brand.

With the ability for anyone to Tweet, blog, and comment, major shifts of power are occurring. Consumers are being given more of a voice since opinions and thoughts can be shared more readily and to a wider range of readers. Equipped with tools such as Tweetdeck, consumers can Tweet and share with millions of people, including some of their friends, what brands they love and why. However, bad news is prone to travel much faster than good news. Which is why having an online presence is necessary for companies of today. You ought to be available to talk about a rumor, comment, or statement about your company.

Use these sites to keep customers and prospective customers up-to-date with your product, ventures, and overall company going-ons. This sort of participation makes a company more, ‘real’, or personable. Be honest and up-front with what your intentions are. Or, don’t do what Wal-Mart did with their astroturf “blog”.

The reason attempts like astroturfing don’t work can maybe be attributed to that fact that it assumes that consumers are completely ignorant. Once the astroturfing efforts are discovered, as they usually are, customers can tell when you were calling them stupid and assuming they wouldn’t notice. Admittedly, consumers are a little naive when it comes to some things, but perhaps it is a lack of interest or concern, and therefore we are ignorant for another reason. For instance, many consumers didn’t care about where our goods came from, unless of course it was imported fashion from Italy, or imported wine from France. But, when something happens to infringe upon our homeland or seemingly impede on our “freedom”, we seem to magically have pride for the products made in the good old US of A. Similar to newfound pride in American goods, customers won’t appreciate your astroturfing, and will most likely find pride in other goods. Though some consumers will take things at face value, it’s really not worth taking that chance.

On another note, using these social networking sites can help your causes. There are a lot of ways to get users involved, such as contests, fundraisers, and other events that can occur online or off. These tools are the face of the future, as well as the present. Just remember, your online representation is what more people will ever see or know. Enter at your own risk.