Newcastle University 2008

PUBLIC RELATIONS IN THE DIGITAL AGE

QUESTION! Who here...

READS BLOGS?

1752 1916 TV & Radio introduced First newspaper published 1930s Now Date sources: Wikipedia PEOPLE BIG COMPANIES

AND THEN SOME...

“ 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…

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

“ 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

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

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

SOCIAL MEDIA NEWS RELEASE

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

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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Newcastle University 2008

by Stephen Davies

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