Mixing Digital And Traditional PR - An introduction


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This is a presentation I gave to some 2nd year marketing students at Hertfordshire University about the impact of new media / technology on PR.

They are undertaking a PR module at the moment and this presentation was designed to help them get a better understanding of how the PR landscape has changed due to the explosion of Social Media.

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Mixing Digital And Traditional PR - An introduction

  1. 1. Mixing traditional and digital PRAn introduction to a new era of communicationsBy Adam VincenziniParatus Communications7 December 2009<br />
  2. 2. Outline<br />Who’s presenting this and what is it about<br />Why new media / technology is important<br />A top line look at it’s impact on PR<br />What is PR<br />The evolution of PR<br />What is social media<br />What are the social media platforms<br />Who’s using social media and how<br />Case study<br />Tips and hints<br />Summary<br />
  3. 3. Who’s presenting this?<br />
  4. 4. My background…<br />10 years of PR / Communications experience in both Australia and the UK<br />Worked in both in agency and in-house environments, including managing PR for the Australia Cricket Team<br />Primarily a consumer expert, especially in the retail and sport sectors<br />Increasingly mixing traditional and digital PR<br />Studied PR at RMIT University in Melbourne, Australia<br />Currently a consultant at Paratus Communications in London<br />
  5. 5. Some of my tools…<br />…I have a Blog, I Tweet, I use Facebook, I’m on LinkedIn<br />(and a bunch of other things which we’ll get to later).<br />
  6. 6. Today’s presentation…<br />…is about making sense of new media / technology and PR.<br />
  7. 7. Why new media / technology is important<br />(especially for people about to enter the workforce)<br />
  8. 8. Of the 6.1 billion people in the world, 3.1 billion of those are in work<br />
  9. 9. Fortune 500 companies receive about 2,000 CVs a day<br />
  10. 10. 77% of the US workforce have Facebook account, and 26% speak a second language<br />
  11. 11. There are moreBlackBerries and iPhones in the world than there are people in the UK<br />
  12. 12. In 2007, 1 in 3 hires were made online in the US<br />
  13. 13. The impact on PR<br />
  14. 14. New media / technology, same job?<br />This is the crux of this whole presentation.<br />The goal posts may have shifted by the remit for PR remains the same.<br />Before we can explore this, we need to understand what PR really is…<br />
  15. 15. What is PR…really??<br />
  16. 16. PR simply involves…<br />…getting the right message, to the right people, in the right place at the right time.<br />
  17. 17. We get our ‘messages’ across by creating news…<br />…based on the following criteria. If you are able to tick most of these boxes, you probably have a story on your hands.<br />The Paratus News Filter<br />
  18. 18. Let’s bring that to life with a video case study…<br />Click box to play video<br />…the £10m Tongue (Costa Coffee / Paratus, 2009).<br />YouTube link: http://bit.ly/CC10mt<br />
  19. 19. Here’s the standard study as well…<br />
  20. 20. Evolution of PR: The Past<br />
  21. 21. Let’s take a quick trip down memory lane…<br />When I did my first PR internship in 1997, this was how the world looked:<br />The only way media received information from PRs was by fax and ‘snail’ mail<br />Digitalcameras didn’t exist and getting a photo to the media often meant developing it yourself<br />Radio was the only media that could deliver news anywhere near ‘real time’<br />Hotmail had just been launched and was one of only a handful of free email services. Take note of the original logo!<br />
  22. 22. Evolution of PR: The Present<br />
  23. 23. The new PR world order…<br />Today’s PR channels and tools hardly bare any resemblance to those used in 1997.<br />1997<br />2009<br />The present is characterised by immediacy, interactivity and variety. <br />
  24. 24. The game changer…<br />It’s hard to pinpoint one particular moment that spurred this change.<br />But, there is now doubt which has been the most impactful development: the explosion of Social Media.<br />Let’s take a look at what has been called the biggest movement since the industrial revolution…<br />
  25. 25. What is Social Media?<br />
  26. 26. It’s a fundamental shift from traditional PR / marketing methods<br />
  27. 27. Instead of ‘speaking at’ your audience(s)<br />You’re ‘speaking with’ them<br />
  28. 28. Paving the way for increased ‘engagement’ and ‘participation’ with you (and your brand)<br />
  29. 29. It’s about having conversations, engaging and connecting online<br />(And hopefully translating that into ‘offline’ engagement)<br />
  30. 30. How different are things? Let’s take a look…<br />Click box to play video<br />…the Social Media Revolution (Socialnomics, 2009).<br />YouTube Link: http://bit.ly/SMrevSE<br />
  31. 31. The Social Media platforms aka tools<br />
  32. 32. Push v Pull…<br />The tools at your disposal have two primary uses:<br />Outwardly contributing<br />Inwardly receiving<br />The benefits of both are very even.<br />Let’s look at some of the tools / platforms that are used…<br />
  33. 33. Social Networking<br />Video Sharing<br />Chat Rooms<br />Social Media Platforms<br />Blogging<br />Widgets<br />Micro Blogging<br />Podcasts<br />Photo Sharing<br />RSS<br />Forums<br />
  34. 34. We’re going to look at three…<br />Social Networking<br />Blogging<br />Micro Blogging<br />
  35. 35. Social Networking<br />
  36. 36. Social Networking<br />
  37. 37. Social Networking<br />Facebook just passed the 350 million user plateau<br />It has been home to some of the best Social Media campaigns of recent times (examples follow)<br />Fan pages are a great way to promote a business / brand / person<br />News is often created via ‘happenings’ on Facebook<br />
  38. 38. Blogging<br />
  39. 39. Blogging<br />Great example of communication being about dialogue as opposed to monologue<br />Powerful way of establishing yourself as a thought leader in your industry<br />Allows you to share news and views directly with your community<br />RSS and email allows subscribers to receive information as it goes live<br />
  40. 40. MicroBlogging<br />
  41. 41. Micro Blogging<br />Twitter is a powerful networking tool that allows you to engage with influencers and share information in real time<br />It can be used to let people know when you have new content on your Blog<br />It’s being increasingly used to ‘break’ news<br />It is also being used by brands to create news i.e. leading department store gave its staff Twitter enabled phones to answer customer queries this summer<br />
  42. 42. How is the industry using social media?<br />
  43. 43. Journalist view<br />Harry Wallop, Consumer Editor, Daily Telegraph:<br />“Pull: I get news from huge no of specialist sites, w/o need to trawl web.<br />Push: my stories get seen by &apos;test&apos; audience w/ immediate feedback.”<br />
  44. 44. PRs<br />I use social media, and Twitter in particular to:<br />Spread information / news<br />Grow networks / relationships<br />Communicate with media<br />Monitor sentiment <br />Obtain feedback <br />Share information<br />Bolster campaigns<br />If used well, social media is the PR person’s version of a microwave – something you quickly can’t live without.<br />
  45. 45. Media Case study<br />Who am I?- I&apos;m the 3rd most popular UK paper on Twitter (only the Guardian and FT have more followers)- My web traffic was up nearly 30% in the last 6 months- I have a Facebook page so popular that I had to create my own social network site<br />I am The 104-yr old Plymouth Herald and I am the future of regional media.<br />
  46. 46. Case study (cont)<br />How is the Plymouth Herald reaching reaching more people than ever before:ThisIsPlymouth.co.uk - 225,000 Unique Visitors Per MonthTailored Twitter Feed - Nearly 7,000 FollowersYouTube ChannelFacebook Page 5,000 Friends (the limit)iHerald - the bespoke social network<br />The full list of channels from the Plymouth Herald can be found on the main website.<br />Not to mention the reach of the actual paper.<br />
  47. 47. Case studies<br />
  48. 48. Compare the market / meerkat…<br />Click box to play video<br />…Aleksandr Orlov’s Top Nine Moments Of ‘09<br />YouTube link: http://bit.ly/61tJKi<br />
  49. 49. Compare the market / meerkat…<br />Great example of an ‘integrated’ campaign, with a big focus on social media<br />Aleksandr has over 320,000 fans on Facebook<br />He has more than 100,000 followers on Twitter<br />These elements have helped making achieve ‘traditional’ media coverage for the brand easier as the public have developed a thirst for him i.e. they like ‘him’<br />
  50. 50. Burger King Whopper Sacrifice (video case study)<br />Click box to play video<br />…how much do you like your friends?<br />YouTube link: http://bit.ly/5B9uJn<br />
  51. 51. Ikea Facebook Showroom (video case study)<br />Click box to play video<br />…an overview of an incredibly clever campaign.<br />YouTube link: http://bit.ly/6cUPlI<br />
  52. 52. Tips and hints<br />
  53. 53. 10 things I’ve learnt about Social Media<br />Take your time - the hardest one for me as I&apos;m so incredibly impatient, but like anything new, absorb as much as you can and then gently enter the fray when you&apos;re more confident in what you&apos;re saying / doing<br />Be you - so simple, but there&apos;s no point in adopting a &apos;persona&apos; that isn&apos;t you - I&apos;m interested in what people are saying / sharing, not how they do it or how they&apos;d like to be &apos;positioned&apos; - and showcase your personality, robots are boring, &apos;real&apos; people are great<br />Learn from mistakes - yep, I&apos;ve done some stuff online in the last 6 months which makes me shudder, but I&apos;m (trying) not to repeat those mistakes<br />Keep (and absorb) good stuff - so many helpful / useful bits of information are shared everyday, but are forgotten just as quickly - Twitter&apos;s &apos;favourites&apos; button is great for this - go back and read them over again when you have more time<br />Be disciplined with your time management - it&apos;s so easy to spend hours digging and digging because their is no &apos;bottom&apos; - allocate your time (if you can) and use a client like Hootsuite to schedule your tweets during the day<br />
  54. 54. 10 things I’ve learnt about Social Media (cont)<br />Talk back - its a conversation medium so respond to people who make an effort to talk to you, or at least acknowledge them when you can<br />Get out there - the best things I&apos;ve learnt have been over a coffee or a drink with people who know more than me - convert the social introduction made online into a social relationship<br />Help where you can - I think social media is bringing about a renaissance in &apos;sharing&apos; - and its great - if you can help someone with a query / question, do just that...it&apos;ll help build relationships and your reputation<br />Pick some areas to &apos;own&apos; - I remember being told as a kid &apos;don&apos;t just say something for the sake of it&apos; - I think the same applies here, talk about things that you have knowledge about but try and make it about &apos;value&apos; not &apos;volume‘<br />Write yourself some guidelines / a strategy - &apos;failing to plan is planning to fail&apos; - same goes here, give yourself a bit of structure and it&apos;ll focus your energy in the right places<br />
  55. 55. Summary<br />
  56. 56. Social media and new technology in the area of PR probably hasn’t even scratched the surface of where it’s likely to be in a few years.<br />It needs to be part of a modern PRs toolkit, and is just as important as any other tool we have.<br />Embrace it and enjoy sharing.<br />
  57. 57. Connecting / Credits<br />Credits:<br />Information and imagryused in this presentation was made possible via a number of sources, including:<br />Gemma Went (Red Cube Marketing), LitmanLive.co.uk, sxc.hu, Socialnomics, VCCP and others.<br />Thanks for sharing.<br />Stay connected to via:<br />Blog 1: thecommscorner.blogspot.com<br />Blog 2: paratuscommunications.blogspot.com<br />Twitter: Twitter.com/AdamVincezini<br />LinkedIn: uk.linkedin.com/in/AdamVincenzini<br />Web: paratuscommunications.com<br />Email: adam@paratuscommunications.com<br />