Scott Wilder offers tips on how PR professionals should think about Web 2.0:
- Technology changes fast, dedicate a little time every day at the office to surf the web and see what’s out there.
- Talk to your co-workers and partners to create a unified vision of how to leverage Web 2.0 technologies.
- Get to know bloggers the same way you would a traditional newspaper reporter.
- You know longer have the luxury to prepare 3 months in advance for an article nor 3 months to respond.
- Don’t pay people to talk about you.
- Embrace product marketing managers because they can be your guides to learning about new technologies.
- Learn the Web 2.0 tools of the trade, such as making your press releases RSS enabled.
- Help drive traffic by ensuring your releases are optimized for search engines.
- Track the conversation.
Jeremiah Owyang talks about how the company he works for, Podtech.net, approaches PR:
“We don’t use the Press Release, we don’t use the PR wire, yet we’re in magazines, newspapers, on TV pretty much every week. We just use word of mouth blogs, podcasts and vlogs.”