If you have a blog, an online store or if you are a key influencer on the webs, your will probably be aware of the term public relations 2.0 and that it’s something that’s present on your everyday life through your emails, social networks or even your blog.

Upon opening any of these options you will find messages for events, conferences, information requests, collaborations, etc… In other words, you are there an easy target for PR agencies.

It’s not all that bad really. If someone important gains an interest on you or your work, that’s because you must be doing something right so take it as something positive.

Consider all the collaboration options that people offer you and ponder the pros and cons; only that way you’ll be able to make the right choice.

This is just another side of what’s PR. We could say it’s the romantic side, people searching, looking out for you, offering you new opportunities and all you need to say is, yes or no, under certain conditions of course. But what happens if you are the person who has to apply these public relations 2.0?

This type of work requires the use of the written word, which makes it more difficult but also offers you several options in regards to communication channels. Take into account that the people you are talking to do not know you, have other engagements and are not usually available so you will need to be rather persuasive if you want to convince them.

Let me help you a little bit on this task by giving you the 5 things you need to avoid doing on PR 2.0.

1.        DO NOT ask for something in return if you don’t have an on-going relationship. 

Say that you find a site and you are interested in contacting the owner or an author for a speech or maybe for a publication. Let’s get to work then and contact that person but do not go straight to business; take your time to investigate about the person, about the site and about the topics about and relevant to him.

First contact should be in a conversation about his work and the way she or he works. If you liked an article, say why and elaborate as to why it is going to be helpful to you. Just be aware that you are just getting in touch for the first time and, should you get a response, you will be able to ask for that collaboration or speech you are looking for.

2.       DO NOT send mass emails/messages.

Typical. Some people think that just by having the email addresses and sending a mass email you will reach all the people you are trying to get in touch with. Bad news for you… Mass emails don’t work anymore; it’s all about personalised communications.

It might take you some more time but will show results sooner than you’d think. Remember that people like to feel special about their work and if you compliment that with a message specific to the person, then you can be sure a response will be coming.

3.       DO NOT just ask and give nothing in return.

Yeah, quite similar to the first point but in this case we are talking about situations where you ask a person to attend your conference or they provide you with a slot and you don’t give them anything in return like media exposure, free tickets or other type of benefits.

Remember what the other person it’s going to provide to you; knowledge, time and experience. So get ready, prepare a set of advantages and benefits for each individual and offer it. You will see that person reaction and how they will feel satisfied with the exchange.

4.       DO NOT lie.

Be honest and straightforward with your collaboration and do not make promises you can’t keep. Remember that you are building working relationships for the future so you could be paying tomorrow for today’s mistakes

5.       DO not fail on your promises.

Ok, you have created a relationship and have made certain promises that you know cannot be modified; keep your word! Do not let yourself down; your reputation is at stake here.

A post by Rosa Salazar (@2ose on Twitter), our guest blogger this week.

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