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INTEGRATING TRADITIONAL AND       SOCIAL MEDIACIPRsm
ABOUT ME Helen Nowicka,UK head of  digital, EMEA social media  strategist Worked as a journalist  before moving into PR...
WHAT WE’LL COVER TODAY How social media has changed our  industry How traditional media is learning to  evolve How comb...
WHO’S IN THE ROOM?CIPRsm
A PR HISTORY LESSONCIPRsm
THE BIRTH OF THE PRESS RELEASE                  1906: 53 people drown in thes                 Atlantic City rail disaste...
THAT MODEL LASTED 100 YEARSCIPRsm
THEN ALONG CAME SOCIAL MEDIA...2003        2004         2005 2006       2010         2011CIPRsm
...AND MOBILE BECAME MASSIVECIPRsm
THE COSTS OF A DAILY PAPER ADD UPCIPRsm
THE FUTURE?CIPRsm
BUT THE DECLINE OF NEWSPAPERSIS NOT THE DEATH OF NEWSCIPRsm
MEDIA HABITS IN THE UK 9 million national newspapers are sold every  day1 Radio 4 attracts 7 million listeners a week2 ...
THIS CHANGING WORLD PRESENTS         OPPORTUNITIESCIPRsm
LEGACY VS SOCIAL MEDIACIPRsm
LEGACY MEDIA STRENGTHS Breadth of content Broad audience  reach Quality product Reputation / brand New is newsCIPRsm
SOCIAL MEDIA STRENGTHS Dynamic: shares  and spreads info  fast Reactive, tends not  to break news A background  comment...
IN REAL LIFE, WE EXPERIENCE THIS          DIFFERENTLYCIPRsm
HOW TRADITIONAL AND DIGITALCHANNELS CAN COMBINECIPRsm
TWO GOLDEN RULES1) Work to the communications strategy2) Be integrated from the start...then get more tactical, depending ...
USING LEGACY MEDIA TO DRIVE PEOPLE             ONLINECIPRsm
COMMUNITY DEVELOPMENT AROUND PR            CONTENT CIPRsm
BRAND PARTICIPATIONCIPRsm
EXTERNAL RELATIONSCIPRsm
(SOCIAL) MEDIA RELATIONS Journalists are avid Twitter users so build  relationships there What multi-media output are yo...
THANK YOU – AND QUESTIONS?  The next two Social Summer sessions are:   Real Time Public Relations – 17 May   The Future ...
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10 may integrating traditional and social media

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Transcript of "10 may integrating traditional and social media"

  1. 1. INTEGRATING TRADITIONAL AND SOCIAL MEDIACIPRsm
  2. 2. ABOUT ME Helen Nowicka,UK head of digital, EMEA social media strategist Worked as a journalist before moving into PR Tweet me @HelennowCIPRsm
  3. 3. WHAT WE’LL COVER TODAY How social media has changed our industry How traditional media is learning to evolve How combining both can help you communicate more effectivelyCIPRsm
  4. 4. WHO’S IN THE ROOM?CIPRsm
  5. 5. A PR HISTORY LESSONCIPRsm
  6. 6. THE BIRTH OF THE PRESS RELEASE  1906: 53 people drown in thes Atlantic City rail disaster when a train derails on a bridge  Ivy Lee writes a press release giving the railway company’s version of events  The New York Times prints the release word for wordCIPRsm
  7. 7. THAT MODEL LASTED 100 YEARSCIPRsm
  8. 8. THEN ALONG CAME SOCIAL MEDIA...2003 2004 2005 2006 2010 2011CIPRsm
  9. 9. ...AND MOBILE BECAME MASSIVECIPRsm
  10. 10. THE COSTS OF A DAILY PAPER ADD UPCIPRsm
  11. 11. THE FUTURE?CIPRsm
  12. 12. BUT THE DECLINE OF NEWSPAPERSIS NOT THE DEATH OF NEWSCIPRsm
  13. 13. MEDIA HABITS IN THE UK 9 million national newspapers are sold every day1 Radio 4 attracts 7 million listeners a week2 More than 500,000 people downloaded the Guardian’s free iPad app3 Nearly 5m people a day browse Mail OnlineSources: 1 – ABC national daily newspaper circulation without bulks Jan 2011; 2 - Rajar February2012; 3 – The Guardian; 4 – ABCe December 2011CIPRsm
  14. 14. THIS CHANGING WORLD PRESENTS OPPORTUNITIESCIPRsm
  15. 15. LEGACY VS SOCIAL MEDIACIPRsm
  16. 16. LEGACY MEDIA STRENGTHS Breadth of content Broad audience reach Quality product Reputation / brand New is newsCIPRsm
  17. 17. SOCIAL MEDIA STRENGTHS Dynamic: shares and spreads info fast Reactive, tends not to break news A background commentary Connects people with similar interestCIPRsm
  18. 18. IN REAL LIFE, WE EXPERIENCE THIS DIFFERENTLYCIPRsm
  19. 19. HOW TRADITIONAL AND DIGITALCHANNELS CAN COMBINECIPRsm
  20. 20. TWO GOLDEN RULES1) Work to the communications strategy2) Be integrated from the start...then get more tactical, depending on what you want to achieveSome examples...CIPRsm
  21. 21. USING LEGACY MEDIA TO DRIVE PEOPLE ONLINECIPRsm
  22. 22. COMMUNITY DEVELOPMENT AROUND PR CONTENT CIPRsm
  23. 23. BRAND PARTICIPATIONCIPRsm
  24. 24. EXTERNAL RELATIONSCIPRsm
  25. 25. (SOCIAL) MEDIA RELATIONS Journalists are avid Twitter users so build relationships there What multi-media output are your media contacts creating, and how can you help? Do you have an escalation process for press enquiries that come via social media?CIPRsm
  26. 26. THANK YOU – AND QUESTIONS? The next two Social Summer sessions are:  Real Time Public Relations – 17 May  The Future of Broadcast – 24 May @HelennowCIPRsm
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