Friday, September 16, 2005

PR U

I'm speaking today at a couple of panels at Bulldog Reporter's PR University at the Hilton & Towers in San Francisco. Topic: new media, and I'm planning to introduce -- for the second time this week -- an idea we've been brewing throughout the summer at Eastwick: that the endgame of new media is collaboration, and that in the next year we will see a number of interesting experiments in community building using lightweight new-media tools. That will place a significant premium on hard knowledge of the social rules that are taking hold on Internet communities. We've submitted a short article on this subject to Global PR Blog Week and will launch a wiki next week to begin developing and vetting those rules with the PR and greater business communities. In the meantime, here are twelve rules we are submitting for review:

Twelve: be inclusive

Eleven: be open

Ten: Be purposeful with your technology

Nine: Focus on values, not selling

Eight: Don’t be groupwise/self-foolish

Seven: Leverage the wisdom of crowds

Six: Wag the “long tail”

Five: Use community to build consensus

Four: integrate the offline community into the technology. We’re calling this the Reeses principle (80’s commercial: “your peanut butter is in my chocolate … your chocolate is in my peanut butter)”

Three: integrate the technology into the offline community (the Reeses principle, part II)

Two: replicate the entire ideal social structure online … if you can

One: Because we are playing in a social world, aim for the big social causes

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