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Public relations and social media have converged, creating new opportunities for strategic communicators to connect with their audiences. This presentation uses the PR + Social Media Summit 2010 as a ...

Public relations and social media have converged, creating new opportunities for strategic communicators to connect with their audiences. This presentation uses the PR + Social Media Summit 2010 as a case study to demonstrate how to achieve measurable results and strategic outcomes.

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Building a Holistic PR + Social Media Program to Get Results Presentation Transcript

  • 1. Building a Holistic PR+Social Media Program to get Results Comet Branding + PR Sara Meaney and Al Krueger
  • 2. PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST |
  • 3. PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST |
  • 4. PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST | We’ll be taking you through a case study...
  • 5. PR+SOCIAL MEDIA | CASE STUDY - WITH A TWIST | We’ll be taking you through a case study... backwards.
  • 6. PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • 7. YOU ARE HERE.
  • 8. PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS |
  • 9. PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS | Educational grant = $7,000+
  • 10. PR+SOCIAL MEDIA SUMMIT | RESULTS: THE NUMBERS | Educational grant = $7,000+
  • 11. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT |
  • 12. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics
  • 13. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics
  • 14. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics
  • 15. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics Hootsuite Analytics
  • 16. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics Hootsuite Analytics
  • 17. PR+SOCIAL MEDIA SUMMIT | MEASUREMENT | Google Analytics Hootsuite Analytics
  • 18. PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • 19. PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS |
  • 20. PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals.
  • 21. PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good.
  • 22. PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase)
  • 23. PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase) • Drive awareness
  • 24. PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase) • Drive awareness • Inspire traditional media coverage
  • 25. PR+SOCIAL MEDIA SUMMIT | BEFORE THE EVENT: TACTICS | • Pre-event promotion is the world we have always lived in as pr/marketing professionals. • Social media lets us harness the power of self-published content for good. • Encourage attendance (and/or purchase) • Drive awareness • Inspire traditional media coverage • Give your social media community the tools they need to share content on your behalf.
  • 26. PR+SOCIAL MEDIA | THE VIDEO |
  • 27. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? | Was it in the news or in your inbox?
  • 28. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • 29. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • 30. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • 31. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • 32. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • 33. PR+SOCIAL MEDIA SUMMIT | BEFORE: WHAT HOOKED YOU? |
  • 34. TACTICS | BEFORE: WHAT HOOKED YOU? | Or was it one of these?
  • 35. TACTICS | BEFORE: WHAT HOOKED YOU? |
  • 36. TACTICS | BEFORE: WHAT HOOKED YOU? |
  • 37. TACTICS | BEFORE: WHAT HOOKED YOU? |
  • 38. TACTICS | BEFORE: WHAT HOOKED YOU? |
  • 39. TACTICS | BEFORE: WHAT HOOKED YOU? |
  • 40. TACTICS | BEFORE: WHAT HOOKED YOU? |
  • 41. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? | Or was it one of these?
  • 42. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • 43. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • 44. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • 45. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • 46. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • 47. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • 48. PR+SOCIAL MEDIA SUMMIT | WHAT HOOKED YOU? |
  • 49. TACTICS | WHAT HOOKED YOU? | Was is the tempting pictures?
  • 50. TACTICS | WHAT HOOKED YOU? |
  • 51. TACTICS | WHAT HOOKED YOU? |
  • 52. TACTICS | WHAT HOOKED YOU? |
  • 53. TACTICS | WHAT HOOKED YOU? |
  • 54. TACTICS | WHAT HOOKED YOU? |
  • 55. TACTICS | WHAT HOOKED YOU? |
  • 56. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS |
  • 57. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event.
  • 58. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event.
  • 59. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you.
  • 60. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you. • Enrich the event experience by broadcasting the event’s happenings live.
  • 61. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you. • Enrich the event experience by broadcasting the event’s happenings live. • Help non-attendees feel the pain of missing out on something really cool.
  • 62. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you. • Enrich the event experience by broadcasting the event’s happenings live. • Help non-attendees feel the pain of missing out on something really cool.
  • 63. PR+SOCIAL MEDIA SUMMIT | DURING EVENT TACTICS | • To deepen attendee engagement with the event. • Enable active contribution and participation in the event. • Offer content to help others tell the story for you. • Enrich the event experience by broadcasting the event’s happenings live. • Help non-attendees feel the pain of missing out on something really cool.
  • 64. TACTICS | SIGNAGE |
  • 65. TACTICS | REALTIME ONSITE | How are you participating?
  • 66. TACTICS | REALTIME ONSITE |
  • 67. TACTICS | REALTIME ONSITE |
  • 68. TACTICS | REALTIME ONSITE |
  • 69. TACTICS | REALTIME ONSITE |
  • 70. TACTICS | REALTIME ONSITE |
  • 71. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? | ...a Swarm Badge, perhaps?
  • 72. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • 73. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • 74. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • 75. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • 76. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • 77. TACTICS | DURING: WHAT IS EVERYONE ELSE MISSING? |
  • 78. TACTICS | WHAT IS EVERYONE ELSE MISSING? |
  • 79. TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed):
  • 80. TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated
  • 81. TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint)
  • 82. TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint) • Twitpics
  • 83. TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint) • Twitpics • Twitter Hashtagging
  • 84. TACTICS | WHAT IS EVERYONE ELSE MISSING? | During the event (not otherwise listed): • Web site constantly updated • Live Blogging by Marquette Students (and other attendees... hint, hint) • Twitpics • Twitter Hashtagging • Presentations uploaded to Slideshare.net
  • 85. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? |
  • 86. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event:
  • 87. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content
  • 88. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz
  • 89. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned!
  • 90. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email
  • 91. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging
  • 92. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging • Photography and Twitpics
  • 93. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging • Photography and Twitpics • Presentations uploaded to Slideshare.net
  • 94. TACTICS | AFTER THE EVENT: TAKE-AWAYS and WHAT DID OTHERS MISS? | After the event: • Web site updates with links to social content • Twitter buzz • Wrap-up video on Vimeo - stay tuned! • Online speaker evaluations via email • Post event blogging • Photography and Twitpics • Presentations uploaded to Slideshare.net • New relationships and knowledge
  • 95. PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • 96. PR+SOCIAL MEDIA | STRATEGY |
  • 97. PR+SOCIAL MEDIA | STRATEGY | Before the event:
  • 98. PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance
  • 99. PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance • Leverage many strategic skill sets to optimize mix of activity required
  • 100. PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance • Leverage many strategic skill sets to optimize mix of activity required • Utilize mostly free (other than investment of time) platforms to create results
  • 101. PR+SOCIAL MEDIA | STRATEGY | Before the event: • Build awareness to drive attendance • Leverage many strategic skill sets to optimize mix of activity required • Utilize mostly free (other than investment of time) platforms to create results • Funnel all Web traf c to a focused information hub
  • 102. SOCIAL MEDIA | BUILD A SOCIAL HUB |
  • 103. SOCIAL MEDIA | BUILD A SOCIAL HUB |
  • 104. PR+SOCIAL MEDIA | STRATEGY |
  • 105. PR+SOCIAL MEDIA | STRATEGY | During the event:
  • 106. PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event
  • 107. PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event • Tell the evolving story of the event as it unfolds
  • 108. PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event • Tell the evolving story of the event as it unfolds • Provide necessary tools for attendees to share their own version of the story
  • 109. PR+SOCIAL MEDIA | STRATEGY | During the event: • Create buzz to increase engagement at event and outside of event • Tell the evolving story of the event as it unfolds • Provide necessary tools for attendees to share their own version of the story • Encourage real time participation and content-capture
  • 110. PR+SOCIAL MEDIA | STRATEGY |
  • 111. PR+SOCIAL MEDIA | STRATEGY | After the event:
  • 112. PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time
  • 113. PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation
  • 114. PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation • Encourage future participation
  • 115. PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation • Encourage future participation • Drive attendance at future events
  • 116. PR+SOCIAL MEDIA | STRATEGY | After the event: • Enable event to continue to have impact, past its date and time • Enable continued knowledge-sharing and participation • Encourage future participation • Drive attendance at future events • Increase net usage of social media resources and knowledge base within the region
  • 117. PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • 118. PR+SOCIAL MEDIA | OBJECTIVES |
  • 119. PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room
  • 120. PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room ✓Use only social media and traditional PR to do so
  • 121. PR+SOCIAL MEDIA | OBJECTIVES | ✓Fill the room ✓Use only social media and traditional PR to do so ✓Focus on results, not theories and rhetoric
  • 122. PR+SOCIAL MEDIA | OBJECTIVES |
  • 123. PR+SOCIAL MEDIA | OBJECTIVES | ✓Leverage the unique perspectives of emerging work force through active student participation
  • 124. PR+SOCIAL MEDIA | OBJECTIVES | ✓Leverage the unique perspectives of emerging work force through active student participation ✓Leverage social media for as many strategic functions as possible
  • 125. PR+SOCIAL MEDIA | OBJECTIVES | ✓Leverage the unique perspectives of emerging work force through active student participation ✓Leverage social media for as many strategic functions as possible ✓Position strategic communications perspective as critical factor in social media success
  • 126. PR+SOCIAL MEDIA | OBJECTIVES |
  • 127. PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media
  • 128. PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media ✓Provide positive business opportunities for all involved organizations
  • 129. PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media ✓Provide positive business opportunities for all involved organizations ✓Provide environment for networking, learning, sharing of experience
  • 130. PR+SOCIAL MEDIA | OBJECTIVES | ✓Showcase the multidisciplinary skills needed to create results through social media ✓Provide positive business opportunities for all involved organizations ✓Provide environment for networking, learning, sharing of experience ✓Prove it can be done for little or no money
  • 131. PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • 132. PR+SOCIAL MEDIA | PLANNING |
  • 133. PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve
  • 134. PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve • Pull down the walls - branch out to include many subject matter experts
  • 135. PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve • Pull down the walls - branch out to include many subject matter experts • Include strategic partners whose stories and experiences support the objectives
  • 136. PR+SOCIAL MEDIA | PLANNING | • Identify the problem we are trying to solve • Pull down the walls - branch out to include many subject matter experts • Include strategic partners whose stories and experiences support the objectives • Not just another social media seminar
  • 137. PR+SOCIAL MEDIA | OVERVIEW | Chapter 1: Results and Measurement Chapter 2: Tactics Chapter 3: Strategy - Before | During | After Chapter 4: Objectives Chapter 5: Planning Chapter 6: Strategic Ideation
  • 138. PR+SOCIAL MEDIA | STRATEGIC IDEATION |
  • 139. PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace?
  • 140. PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace? • How can we fill the need?
  • 141. PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace? • How can we fill the need? • How can we support the community and the region?
  • 142. PR+SOCIAL MEDIA | STRATEGIC IDEATION | • What’s missing in the marketplace? • How can we fill the need? • How can we support the community and the region? • How can we ensure we get even less sleep than we are currently getting?
  • 143. PR+SOCIAL MEDIA | HOW IT ALL BEGAN |
  • 144. PR+SOCIAL MEDIA | HOW IT ALL BEGAN | Hey, I’ve got an idea...
  • 145. PR+SOCIAL MEDIA | HOW IT ALL BEGAN | Hey, I’ve got an idea... let’s organize an event.
  • 146. PR+SOCIAL MEDIA | WORDS OF WISDOM | (But let’s not do it alone.)
  • 147. PR+SOCIAL MEDIA | WORDS OF WISDOM | (But let’s not do it alone.) ®
  • 148. PR+SOCIAL MEDIA | CONNECT THE DOTS |
  • 149. PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots.
  • 150. PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots. • Does any of this apply to you/your organization?
  • 151. PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots. • Does any of this apply to you/your organization? • What can you implement right away to increase your impact?
  • 152. PR+SOCIAL MEDIA | CONNECT THE DOTS | • Connect the dots. • Does any of this apply to you/your organization? • What can you implement right away to increase your impact? • What can you start doing right away?
  • 153. PR+SOCIAL MEDIA | THANKS FOR BEING HERE |
  • 154. PR+SOCIAL MEDIA | THANKS FOR BEING HERE |