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Newcastle University 2008
 

Newcastle University 2008

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    Newcastle University 2008 Newcastle University 2008 Presentation Transcript

    • PUBLIC RELATIONS IN THE DIGITAL AGE
    • QUESTION! Who here...
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    • READS BLOGS?
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    • 1752 1916 TV & Radio introduced First newspaper published 1930s Now Date sources: Wikipedia PEOPLE BIG COMPANIES
    • AND THEN SOME...
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    • “ To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.”
    • “… an umbrella term that defines the various activities that integrate technology, Social Interaction , and the construction of words and pictures.” According to Wikipedia, Social Media is…
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    • PERSONAL
      • Written in a personal capacity
      • Content usually reflects on day-to-day life
      • Hobbyists
      • Generally without advertising
      • Some garner large followings
    • PROFESSIONAL
      • Purpose is to show expertise and thought leadership
      • Often written in a work capacity
      • Generally kept on topic to specific subject
      • Generally don’t cover personal issues
      • Generally don’t have advertising
    • PERSO-PROFESSIONAL
      • Written in both a personal and professional capacity
      • Topics vary
      • A good all round feel for the person
      • Often lots of disclosure
      • Can use advertising
    • CORPORATE
      • For business purposes
      • Can be used as a communication tool both internally and externally
      • Content is kept specific to the business
      • Written by numerous employees at all levels
    • TRADE
      • Like a trade publication but with more personality
      • Often very passionate writers
      • Growing in influence
      • Usually contain advertising
    • CONSUMER
      • Similar to consumer magazines
      • Frequently updated
      • Some are HUGE
      • Contain advertising
      • Often written as a group blog
    • POLITICS
      • US tends to be serious whereas UK is snarky/tabloid
      • Biggest topic for blogging in the UK
      • Political blogs read by Whitehall ministers
      • Bloggers from Left, Right and Centre
      • Popular political blogs carry advertising
    • GOVERNMENT
      • Written by MPs of all parties
      • Generally not as popular as the ‘independent’ political blogs
      • Often criticised for poor content and lack of engagement
      • No advertising
    • SPORT
      • Becoming increasingly popular
      • Established sport sections (E.g newspapers) still predominantly favourite
      • Use a variety of sport sources for their content
    • CELBRITY
      • Very tabloid-ish (Only nastier! )
      • Massively popular in the US
      • Hollywood publicists actively read and engage with celeb bloggers
      • Carry advertising
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    • “ The social media stuff is probably the most important we do today, from a marketing stand point. The other elements of marketing mix has sort of become more and more transactional and more and more tactical in nature. Social media stuff is much more strategic… “ Use social media to power the fundamental of the business. That’s what we’re focused on.” Andy Lark, Dell VP of Global Marketing & Communications
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    • STUDENT PROTESTS GO DIGITAL
    • We wanted to make the transition to paying interest smoother. This gets the message across that there is a cost to borrowing, and prepares graduates for the transition from student life to that of a young worker. “ ” HSBC
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    • Like any service-orientated business we are not too big to listen to the needs of our customers. Following the feedback from our graduate account holders we have taken the decision to freeze interest charging on 2007 graduates' overdrafts. “ ” HSBC
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    • SOCIAL MEDIA NEWS RELEASE
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      • Traditional elements
        • Headline
        • Core facts
        • Approved quotes
        • Boilerplate
        • Contact details
      • Navigation
        • Hyperlinks in the copy body
        • Links to previous coverage
        • Links to other backgrounders & FAQ
      • Multimedia
        • Video
        • Audio
        • Images
      • Social media capabilities
        • Social bookmarking
        • RSS feeds
        • Technorati tags
        • Inbound links
        • Comments
      FEATURES
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    • Logo Headline Contact info Story content Multimedia Video sharing Quotes Related links
    • Technorati tags Boilerplate Social bookmarking RSS feeds Coverage Inbound blog links Comments
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