Public Relations: It’s No Longer About Just The Media, It’s About People.

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Beth Harte's (Serengeti Communications) presentation at Future Midwest discussing the integration of PR and Social Media: "Public Relations: It’s No Longer About Just The Media, It’s About People."

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Public Relations: It’s No Longer About Just The Media, It’s About People.

  1. 1. Public Relations: It’s No Longer About Just The Media, It’s About People. Beth Harte Sr. Subject Matter Expert, Digital Marketing Serengeti Communications @bethharte
  2. 2. What is Public Relations Is Not. Image source: http://gowans.files.wordpress.com
  3. 3. Public Relations Is.
  4. 4. The Seven Areas of PR
  5. 5. Media Relations Image source: http://i.pbase.com
  6. 6. Advertising
  7. 7. Publicity
  8. 8. Public Affairs (Gov’t) Image source: http://commons.wikimedia.org
  9. 9. Public Affairs (Community) Image source: http://www.bankstownsports.com
  10. 10. Issues Management/ Crisis Communications Image source: http://www.smarts.co.uk/Ireland
  11. 11. Lobbying Image source: http://commons.wikimedia.org
  12. 12. Investor Relations
  13. 13. Image source: http://www.austinkleon.com
  14. 14. PR Touch Points Icon Source: http://www.dapino-webdesign.nl/
  15. 15. This Doesn’t Work
  16. 16. Your “Publics” Have Something To Say
  17. 17. They Want To Be Heard
  18. 18. Why Integrate PR & Social Media? Image Sources: www.freshegg.com/blog/ andwww.halifaxchamber.net/
  19. 19. Why Integrate PR & Social Media? :30
  20. 20. Why Integrate PR & Social Media? ? Icon Source: www.dapino-webdesign.nl/
  21. 21. Why Integrate PR & Social Media? ! Icon Sources: www.dapino-webdesign.nl/ and www.professional-icons.com
  22. 22. The Problem With Integration Image Source: www.theharteofmarketing.com
  23. 23. 5 Key Steps to Integrating PR & Social Media Source: IMC: The Next Generation, Schultz & Schultz
  24. 24. Identify Publics Image Source: http://images.tmcnet.com
  25. 25. Estimating the Value Image Source: www.ecu.edu/cs-admin
  26. 26. Planning Communication Messages & Incentives Image Source: www.lowesforpros.com/
  27. 27. Estimating Return on Investment Image Sources: www.ezfundingonline.com & http://image.fourwheeler.com
  28. 28. Evaluation & Future Planning Image Source: www.xhtml-css-code.com
  29. 29. Developing A Measurable Plan
  30. 30. How To Write A Plan <ul><li>Goal </li></ul><ul><li>Measurable Objectives </li></ul><ul><li>Strategy </li></ul><ul><li>Tactics </li></ul>
  31. 31. Writing Goals Image source: getentrepreneurial.com
  32. 32. Measurable Objectives <ul><li>To be measurable, objectives MUST include: </li></ul><ul><li>A specific desire, communication or behavioral effect; </li></ul><ul><li>A designated target audience among whom the effect is to be achieved; </li></ul><ul><li>The expected level of attainment; and </li></ul><ul><li>The timeframe in which those attainments are to occur. </li></ul>
  33. 33. Measurable Objectives <ul><li>To create a Facebook fan page and have 15% of online public #2 join within 6 months . </li></ul>Image source: www.furniturestoreblog.com/
  34. 34. Strategies
  35. 35. Tactics Image source: http://francisanderson.files.wordpress.com
  36. 36. Sample Plan Outline <ul><li>Goal </li></ul><ul><li>Objective 1 </li></ul><ul><ul><li>Strategy 1 </li></ul></ul><ul><ul><ul><li>Tactic 1 </li></ul></ul></ul><ul><ul><ul><li>Tactic 2 </li></ul></ul></ul><ul><li>Objective 2 </li></ul><ul><ul><li>Strategy 1 </li></ul></ul><ul><ul><ul><li>Tactic 1 </li></ul></ul></ul><ul><ul><li>Strategy 2 </li></ul></ul><ul><ul><ul><li>Tactic 1 </li></ul></ul></ul><ul><ul><ul><li>Tactic 2 </li></ul></ul></ul>Image source: www.gapingvoid.com
  37. 37. Do It All Over Again... Image Source: Flickr, ralphventon
  38. 38. <ul><li>Beth Harte </li></ul><ul><li>Sr. Subject Matter Expert, Digital Marketing </li></ul><ul><li>Serengeti Communications </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @bethharte </li></ul>

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