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Social media and Public Relations

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This is my presentation is prepared as a midterm project for Cyber culture class, New Media dept, Kadir Has University.

This is my presentation is prepared as a midterm project for Cyber culture class, New Media dept, Kadir Has University.


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Transcript

  • 1. Social media and Public Relations PR 2.0 Sabina Jafarova New Media master program, Cyber culture class sabina.jafarova@stu.khas.edu.tr
  • 2. What is Public Relations (PR)?PR help increase business, stimulate trial andenhance a company’s image as a leader orinnovator:PR helps attract the attention of potentialcustomersPR helps solidify relationships with existingcustomersPR stimulates conversation with customers &prospectsPR helps define the brand personalityPR establishes credibility and relevance Photo credit: www.millerlittlejohnmedia.com
  • 3. PR cannot eliminate…• Negatives• Competition• Control the media• Control the message• Be a “quick fix” Photo credit: http://aladkins.files.wordpress.com
  • 4. From PR 1.0 to PR 2.0PR 1.0 (one way): PR 2.0 (two-way):News release Social media news releaseMedia relations Video news releaseThe wire The webEvents Live streaming
  • 5. Source: www.cometbranding.com
  • 6. Source: www.cometbranding.com
  • 7. Source: www.cometbranding.com
  • 8. PR is no longer limited to media relations, events and communications
  • 9. New rules of PR: You are what you publish. People want authenticity, not spin. People want participation, not propaganda. PR is not about your boss seeing your company on TV. Its about your buyers seeing your company on the Web. The Internet has made public relations public again. Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate. On the Web, the lines between marketing and PR have blurred. Source: The New Rules of Marketing and PR by David Meerman Scott
  • 10. The Role of Social Media in B2B PRTracking social media results tools:•Viralheat•Infoharmoni•Twitalyzer•Klout•Yahoo Pipes•Google Analytics•ManyEyes
  • 11. Source: www.cometbranding.com
  • 12. Social media release tool for PR www.pitchengine.com
  • 13. Great exposure and big money saved• INgage Networks company saved $270K in expenses via social media.• They had previously paid $250K annually for an external PR agency, and $20K in events budgeting for venue, traveling and promotions expenses.
  • 14. Case study-Starbucks• Online community:• Facebook~29 million Like• Twitter~2 million followers• FOURSQUARE-has almost 36,000 followers. to offer an exclusive “barista” badge to those who check in to five different Starbucks locations.• Mobile app• iTunes-Download Code: WAYH9JEMH3TL• Youtube• Flickr• My Starbucks idea
  • 15. using the Starbucks code for iTunes
  • 16. Starbucks’s customer relations Source: www.onlineMBA.com
  • 17. Finally, PR is all about reaching your buyers.It continues growth in listeningplatforms, but less for reporting
  • 18. Sources:• “The New Rules of Marketing and PR” by David Meerman Scott• “Halkla İlişkiler 2.0” Özlem Aşman AliKılıç• “How PR Pros Are Using Social Media for Real Results” by Christina Warren• “The Future of Public Relations and Social Media” by Erica Swallow• www.starbucks.com
  • 19. Thanks!“You are what you publish”