#MC4002 Lecture 1
ow.ly/sysdx

 PRSA‟s “current definition of PR – “public relations helps an

organization and its publics adapt mutually ...
1.

Instead of spamming my email pitches to massive distribution lists, I will put in more than ten seconds of
effort and ...
 Note: PRSA initiated a crowdsourcing campaign and public vote

that produced the new definition. Role of Social Media?
...
 Transparency
 Social Media
 Blogs
 Facebook
 Google+

 Twitter (microblogging)

 Evaluation
 Managing 24/7 News C...
1. Press Agentry / Publicity: One-way communications, primarily

through the mass media, to “hype” or sell (Ex. P. T. Barn...
 Two-way Symmetric: Two-way communication for purpose of

gaining mutual understanding; improving public understanding,
l...
“The rapid rise of social networking sites has
dramatically changed the landscape of public
relations. Today, PR needs to ...
 Respond & Listen
 “Most people do not listen with the intent to understand; they listen

with the intent to reply.” - S...
 Be Transparent
 If you‟re wrong, admit it.
 Correct mistakes where you make them – as quickly as possible.
 Engage wi...
Transparency
transparency — adj
1. easily detected or seen thru.
2. readily understood.
3. characterized by visibility or ...
http://www.social
mediaexplorer.co
m/social-mediamarketing/socialmediatransparencyinfographic/
 Using effective communication, to build meaningful relationships

with publics, to create societal change, both in terms...
 Facebook
 Build brand awareness, gain customer insights, create loyalty
 Practice thought and creativity in shaping me...
 Twitter
 Second most popular social media network (& my favorite)
 Real-time microblogging
 Great for spontaneous con...
 The Re-Tweet
 Use the Retweet button.
 Copy and past into a new

Tweet: RT @username
 It‟s good practice to add
your ...
 Your bio is searchable within the Twittersphere, meaning you need to

think carefully about keywords. It will show up in...
"The idea behind your bio is that you want to provoke
enough interest so that somebody will follow you
back," Mark Schaefe...
 Blogs
 Corporate/Organizational Blogs (Official voice of organization):

provide useful information for audience; provi...
 Read & Discuss for Jan 22: Tweet Naked, Chapters 1 & 2
 Tweet reflections/questions to Scott Levy @FuelOnline

 Read &...
Lecture 1 Social Media #Manship4002
Lecture 1 Social Media #Manship4002
Lecture 1 Social Media #Manship4002
Lecture 1 Social Media #Manship4002
Lecture 1 Social Media #Manship4002
Lecture 1 Social Media #Manship4002
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Lecture 1 Social Media #Manship4002

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Lecture 1 Social Media #Manship4002

  1. 1. #MC4002 Lecture 1
  2. 2. ow.ly/sysdx  PRSA‟s “current definition of PR – “public relations helps an organization and its publics adapt mutually to each other” was last updated in 1982, before Twitter, before Facebook, hell, even before you had a computer at your desk.”  “Before the rise of social media, public relations was about trying to manage the message an entity was sharing with its different audiences. Now, P.R. has to be more about facilitating the ongoing conversation in an always-on world.” - Adam Lavelle  “PR practitioners have gotten lazy, hiding behind words and messages instead of building actual relationships.”
  3. 3. 1. Instead of spamming my email pitches to massive distribution lists, I will put in more than ten seconds of effort and personalize it to the reporter/blogger/writer/anchor/editor I‟m contacting. 2. I will learn how to speak with an actual human voice instead of the voice of mission statements, brochures, and marketing pitches. 3. I will not forget the relations in public relations and will try to develop real relationships with the members of the media I work with instead of treating them like pawns that can be manipulated. 4. I can no longer be the man behind the curtain, ghostwriting messages and press releases while I hide behind my brand or organization. I will take responsibility for my strategies and tactics. 5. Regardless of my age, I will recognize that keeping up with and understanding technology is now a job requirement. 6. Likewise, I will stop assuming that social media IS public relations and vice versa. Social media is becoming a much larger aspect of PR and present practitioners with new tools to use, but they are not one in the same. 7. PR cannot exist in a vacuum – I realize that my PR efforts will be more effective if I collaborate and communicate regularly with marketing, advertising, strategy, operations and other groups throughout the organization. 8. And finally, I will recognize that good public relations isn‟t about manipulating media coverage – it‟s about helping an organization create and maintain stronger relationships with all of its stakeholders.
  4. 4.  Note: PRSA initiated a crowdsourcing campaign and public vote that produced the new definition. Role of Social Media?  “public relations is a strategic communications process that builds mutually beneficial relationships between organizations and their publics”  How do you think social media plays into this modern definition?
  5. 5.  Transparency  Social Media  Blogs  Facebook  Google+  Twitter (microblogging)  Evaluation  Managing 24/7 News Cycle  Move to the Web & Mobile Devices  Lifelong Learning
  6. 6. 1. Press Agentry / Publicity: One-way communications, primarily through the mass media, to “hype” or sell (Ex. P. T. Barnum) 2. Public Information: One-way distribution of information, based on journalistic ideas of accuracy and completeness; little audience research 3. Two-way Asymmetric: Two-way communication, with feedback primarily to help the communicator better understand and persuade the audience. (Today: Marketing & Advertising) 4. Two-way Symmetric: Two-way communication for purpose of gaining mutual understanding; improving public understanding, learning how public perceives an organization; mutually beneficial policies & actions; “relationship building”
  7. 7.  Two-way Symmetric: Two-way communication for purpose of gaining mutual understanding; improving public understanding, learning how public perceives an organization; mutually beneficial policies & actions; “relationship building” How might social media enable / facilitate this model?
  8. 8. “The rapid rise of social networking sites has dramatically changed the landscape of public relations. Today, PR needs to be focused on listening and engaging in a dialogue with citizens and consumers in a world where organizations must now operate in a totally transparent manner.” – Think PR
  9. 9.  Respond & Listen  “Most people do not listen with the intent to understand; they listen with the intent to reply.” - Steven Covey, The 7 Habits of Highly Effective People Discussion Question: How can we “listen” using social media?  Blog comments  Twitter mentions & replies  Facebook post comments  Eliciting feedback online, via e-mail or social media  Asking questions of social media users  Others?
  10. 10.  Be Transparent  If you‟re wrong, admit it.  Correct mistakes where you make them – as quickly as possible.  Engage with readers, but professionally.  Listen. Denver Post Policy: “If you do publish something on a social media service that is incorrect, and realize it instantly, delete the tweet or Facebook post. Issue a correction tweet or Facebook post thereafter. Do not repeat the error. If you realize it much later, also issue a correction. Don‟t try to hide the error by deleting the original message and then re-issuing the news.”
  11. 11. Transparency transparency — adj 1. easily detected or seen thru. 2. readily understood. 3. characterized by visibility or accessibility of information, especially concerning business practices. Authenticity authentic — adj 1. not false or copied; genuine; real: an authentic antique. 2. having the origin supported by unquestionable evidence authenticated; verified 3. entitled to acceptance or belief because of agreement with known facts or experience; reliable; trustworthy
  12. 12. http://www.social mediaexplorer.co m/social-mediamarketing/socialmediatransparencyinfographic/
  13. 13.  Using effective communication, to build meaningful relationships with publics, to create societal change, both in terms of social justice and brand awareness. https://blogs.monash.edu/presto/tag/two-way-symmetrical-communication-model/  Social change is executed when the content displayed on an organization's social media platform has “the capacity to have an effect on the character, development, or behavior of someone” – Oxford Dictionary.
  14. 14.  Facebook  Build brand awareness, gain customer insights, create loyalty  Practice thought and creativity in shaping messages that are relevant and interesting to your “friends”: focus on light-hearted humor, short video clips, music, contests, audience participation  Asking users to engage, submit photos of interaction with organization/products, etc.  Provide useful information  Spice maker McCormick Company established a turkey page of Thanksgiving to provide cooking tips and encourage fans to share recipes and photos. If consumers “liked” the page, they were given additional access to recipes.
  15. 15.  Twitter  Second most popular social media network (& my favorite)  Real-time microblogging  Great for spontaneous conversations  You have 140 characters – use them wisely, keep in short but comprehensible. You can include a link to more detail.  Keep in mind anything you publish is immediate, (essentially) permanent, & public. Be responsible.  PR professionals often use Twitter to break news, answer customer queries, provide updates on developing situations, provide useful or entertaining information.  What could you Tweet about for your brand/organizations?  Be very careful not to “sell” things on Twitter. It‟s about building brand awareness/loyalty through conversation, entertainment, etc.  Share customer reviews, useful information
  16. 16.  The Re-Tweet  Use the Retweet button.  Copy and past into a new Tweet: RT @username  It‟s good practice to add your own thoughts / expertise to a re-tweet  The Modified Tweet  MT @username (modify or cut down the original tweet)  Quote a Tweet  Inserts “quotes” around the tweet, so you could add your own comment while attributing the original tweet to it‟s author  ALWAYS attribute a Tweet to it‟s rightful author
  17. 17.  Your bio is searchable within the Twittersphere, meaning you need to think carefully about keywords. It will show up in search engine results for your name, so it has to represent the true you. It's also how you choose to present yourself to Twitter's 230 million users, so it's worth giving it some serious thought.  Be Specific; use keywords (copywriter, public relations, biologist, etc.).       Don't just state you're in a sales role, mention the industry in which you work. If you're a recruiter, what kind of candidates are your speciality? Do you work in marketing? Which industry sector? Be creative; consider a 1-2 hashtags Don‟t look like an automated bio: “Coffee expert. Twitterholic. Internet advocate. Music aficionado. Wannabe entrepreneur.” gobbledegook PERFECT spelling and grammar Do some research; include your goals / values in your bio Link to your homepage Where are you from? Where do you work? What are your hobbies? What is your expertise? What are your qualifications? How to Write a Rockstar Twitter Bio
  18. 18. "The idea behind your bio is that you want to provoke enough interest so that somebody will follow you back," Mark Schaefer, author of The Tao of Twitter, says. "Be honest and give at least a hint of what you do in the real world. Then, add something unusual or funny to stand out. For example, I identify myself as a consultant, author and social media bouncer. That often starts a conversation!"
  19. 19.  Blogs  Corporate/Organizational Blogs (Official voice of organization): provide useful information for audience; provide opportunity for comments; invite customers to engage in dialogue; provide personal perspective on organization programs  Employee Blogs: technical information, project oriented; be positive  Third Party Blogs: organizations must monitor and respond to the postings/reviews on external blog sites; establish relationships with influential bloggers who are talking about your organization  “In its best incarnation, corporations will use blogs to become more transparent to their customers, partners, and internally. By encouraging employees to speak their minds, companies will be able to demonstrate their heart and character. Not an easy trick for a faceless entity. This will facilitate stronger relationships and act as „grease in the gears‟ of a business operation.” – Larry Genkin, Blogger and Podcaster magazine
  20. 20.  Read & Discuss for Jan 22: Tweet Naked, Chapters 1 & 2  Tweet reflections/questions to Scott Levy @FuelOnline  Read & Discuss for Jan 22: Kaplan & Haenlein (2010). Users of the world, unite! (Moodle)

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