I’m always interested in looking at other PR agencies and campaigns and see how different companies employ different approaches. It’s not to be judgmental – after all, we’re all in this together – but more a curiosity factor to compare mindsets and the messages that both the client and PR agency are trying to convey.

Of particular interest is how agencies and clients are approaching PR campaigns for Web 2.0, which offers Internet users a far more interactive experience than ever before. With all the buzz surrounding the promotional aspects offered by the likes of Facebook, StumbleUpon, Twitter, Digg et al, you’d be forgiven for thinking that, unless you’re part of this wonderful Web 2.0 social media revolution, you’ll be left behind. While there’s some truth in that, it’s not as bad as people (especially some PR people) would have you believe.

Using Web 2.0 functionality for online PR – whether it’s Digg, Newsvine, Techorati or similar – can definitely offer an instant and wide-reaching promotional tool for anyone looking to expand their brand. Yet they can also have their downfalls:

• Facebook, for example, is becoming swamped with advertisements and applications, putting many people off from looking at yet more promotional content.

• Digg is infused with numerous versions of the same story – so unless you have the first bite of a particular cherry, and have the influence to take the most readers, you’ll just be lost amid the throng.

These are just some examples of where an ill thought out PR premise can fail, especially if the opinion is “Well, it’s social media and Web 2.0 – how can it fail?” Unfortunately, it can and will fail if the expectation is that it’ll succeed purely from the fact that it’s using social networking.

Yet used properly, Web 2.0 and social media can work spectacularly for you. One example that springs to mind is the web browser Flock, which has just made their latest version available. Made with the Web 2.0 community in mind, Flock is (so far) the first and only social web browser that allows users to take full advantage of today’s easy connectivity. Built around the Firefox technology, Flock allows users to integrate many of their social networks into one easy-to-use place. A sidebar will allow you to see what’s happening with your friends on Facebook, Flickr, Twitter, Pownce and much more.

Now, imagine this from a PR agency angle – if you can see the status of someone on your PR contact list has changed, it could potentially get you in on a new project before it’s really begun. One of your client’s status bars might read “Off to see COMPANY X on Monday”; you could call your client and ask if they need any help promoting a service or deal that will help win a project. With this type of pro-active approach, you’re offering a personalized service that will build client loyalty to you.

Another great aspect of Flock is from a blogger’s point of view. We all know how important blogs are at driving traffic to company websites, so anything that can enhance your blogging experience has got to be worth looking at, and Flock certainly delivers here. It allows you to write a blog from your browser and publish the post directly. There are too many features to list here to do Flock any real justice – you should definitely check it out for yourself!

What I really like about Flock’s approach is that there are no immediate signs of a PR campaign even being in place. If there isn’t a campaign in place, maybe other companies should look at Flock and take notes. It’s similar to the Apple vs. PC television advertising campaigns – Flock is like Apple in that they don’t directly cuss other browsers. All they say is, “This is what we offer – try it for yourself. You’ll soon love it!” or words to that effect.

And they’re right – I’m now running it and the features are amazing, even for a relatively young browser. Once you try it, you’ll be loathe to go back to IE and you’ll possibly think twice about Firefox (although I still love that particular browser). You’ll be keen to share with your friends, who’ll probably also download and try, and before you know it, Flock has become one of the standard web browsers worldwide, from simple word-of-mouth recommendations and shout outs via email.

What better PR could you want?

* For more PR news and opinion from Danny Brown please visit the Press Release PR blog.