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My agenda for today What is PR? How has a digital media landscape changed our business? How to work with PR in social media You’ll find my presentation at: http://www.slideshare.net/springtimePR
What is PR? PR is the practice of managing the communication between an organization and its publics. PR = “earned media” PR results in 3rd party credibility
What is PR?Bought channels Own channelsOffline/online ads Your staffRadio Your webTV NewslettersDirect mail FacebookSponsorship Your officeEvents/Failrs Twitter Earned channels Publicity Blogs Ambassadors Etc
What’s it like to work with PR in a digital media landscape?
Well, you have to adapt to these changeshttp://www.youtube.com/watch?v=KOYbnbXHR6U&feature=related
How has social mediachanged our way tocommunicate?
Media yesterday News created by predefined structures. In order to be a sender you had to belong to a company or organization Recipients clearly defined. The only exchange took place through letters to the editor.
Media today: The customer as co-producer of social media
Media On Demand We no longer look at broadcasted TV - we watch what we want when we want to see it. On demand. At our hands.
Something has happened in few years We don’t by CD:s We don’t rent DVD:s We don’t watch broadcasted TV The radio has moved to our pockets MTV is no more Music Television We’re shifting from paper to pads
What is common with all these changes?The personal recommendation is the most important factordriving sales.
We love to share and show off what we experience
The audience is engaged – are you? How do you take advantage of this engagement? Can you both contribute and benefit from the same time? How do you take home the synergies?
So what’s it like to work with PR today? New arenas New opinion leaders New tools New rulesNew opportunities!
Example: TeliaSTYRGRUPP:Catharina Ljungberg, Bredbandstjänster; Josefin Lundmark, Mobilitetstjänster; Maria Öhman, BuS;Christina Carlmark, Kundrelationer; Anders Meyer, Digitala Kanaler; Claes Larsson, Com Bredbandstjänster;Niklas Henricson, Com BuS; Charlotte Züger, Com Mobilitetstjänster Månadsmöten Nätverksansvarig: Andreas Eriksson, Bredbandstjänster Veckomöten Alla externa Forum på Bloggar på Facebook Facebook Twitter Iphone-bloggen YouTube Newsroombloggar /forum Telia.se telia.se Unga vuxna N&NKarin Nordlund Karin Nordlund Szofia JacobssonSzofia Jacobsson Anna Fridlund Anna Fridlund Ola Johansson Matilda Forslind Minna LaurellKundrelationer Kundrelationer Digitala kanaler Digitala kanaler Mobilaffären Mobilaffären Marknadskom. Marknadskom. Communication Varannan Varannan Varannan Varannan vecka Efter behov TBD vecka vecka vecka Varje Efter behov vecka med More
Changes in society Aware, informed and educated customers Customers control their own production resources Customers have the ability to organize and coordinate communication and resources Customers are connected to each other and social contexts Increased speed of contacts requiring faster response Producers are consumers and vice versa What does this mean for you communicators?
How can you use social media? Knowledge Perspective Relationships Identity-adding Value-adding Product development Customer Support Business intelligence Crisis management Viral campaigns Branding Customer Care
An interaction between content and trust over time You choose a company as you choose friends. Those you can identify with, you become fans of.
Thanks for listeningFredrik Pallin@pallin0708-114 firstname.lastname@example.orgYou’ll find my presentation at:http://www.slideshare.net/springtimePR