The Evolution of PR
Melissa Hourigan - Digital Idea Media - @melissahourigan
PR and the New Influencers
PR must evolve to remain relevant
Social Media does not replace PR; it does
change the way we practice
What’s in your toolkit?
Before – media database, a perfect pitch,
spokesperson availability and a AP style guide
Today – a digital and video camera,
accessibility on social sites, engagement,
presence and previous list
Media Environment is Changing
Publication page counts are shrinking
Audiences are interacting/participating in blogs, forums
and virtual events
End users/companies are posting photos and sharing
audio and video files
Traditional media outlets are creating communities
where end-users can post content (e.g., AP and USA
Process for Gathering Information is Changing…
Among those individuals who use the Internet regularly:
73 percent have read a blog
57 percent have joined a social network
55 percent have uploaded one or more photos
83 percent have watched video clips online
39 percent subscribe to an RSS feed
Customers, partners, competitors and media already use social media:
Who is talking to them online if your client is not?
Communities already exist
Communities drive traffic. Communities drive brands.
The new tools for communication:
Social bookmarking, microblogging, networks and content communities.
Twitter, RSS, Facebook, Flickr, Del.icio.us, YouTube, LinkedIn, Digg
4 - 5 million users are on Twitter today
The desire to be part of a group that shares, cooperates, educates and acts
in concert is a basic human instinct.
NYU professor/ Internet researcher Clay Shirkey
Be the Advisor: PR and Social Media
Identify the appropriate mix
Understand and convey the commitment
Identify the communities
Highlight the relevant conversations
Discuss guidance vs. representation
IS Not IS
Facebook and Twitter Engagement
Bots 1 to 1 & 1 to many
Objections, Replies and Concessions
I suffer from information overload already.
So much of what's discussed online is meaningless.
I don't have the time to contribute and moderate.
Our customers don't use this stuff, the learning curve limits its usefulness to
Bloggers are so fickle, better to stay unengaged than risk random brand
Traditional media and audiences are still bigger, we'll do new stuff when they
Upper management won't support it/dedicate resources for it.
These startups can't offer meaningful security, they may not even be around
in a year.
There are so many tools that are similar, I can't tell where to invest my time.
That stuff's fine for sexy brands, but we sell [insert boring B2B brand].
Who has Embraced PR with a Social Twist?
Wine Library ($3Million a year)
• Media Relations
• Analyst Relations
• News Flow
• Community Monitoring
• Blog Management
• Blogger Relations
• Podcasts/Video Blogs
Before you jump in…
Listen, engage, take action, contribute, acknowledge
Rinse and repeat
Not all mediums will work for everyone
Not everyone is a blogger, online socialite or has the voice for podcasting
Evaluate your brand first
Start with Google to identify top results