Building Community with PR

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Join "PR 2.0" author Deirdre Breakenridge along with Mike Lewis, Vice President of Marketing at Awareness, Inc. as they explore successful community building initiatives anchored by solid PR programs. Learn how successful marketing agencies and PR professionals are helping their clients build online communities through PR. Agencies and PR professionals alike will learn how they can analyze and strengthen their current public relations programs to increase their impact. Brands will gain insight into what to look for from their agencies and PR professionals. The experts will offer strategies and techniques to employ effective cost-cutting measures, demonstrate PR's value to management, and incorporate the latest technology into current PR strategies.

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Building Community with PR

  1. 1. Building Community through PR Presenter: Deirdre Breakenridge Author of “PR 2.0” and “Putting the Public Back in Public Relations” Moderator: Mike Lewis @bostonmike VP of Marketing, Awareness, Inc .
  2. 2. Got Questions? Use the chat function in WebEx Join the conversation on twitter Submit questions using the hash tag: #awarenessinc Tech issues? please contact WebEx customer service
  3. 3. About Awareness
  4. 5. Putting the Public Back in Public Relations PR and Community Building Strategies & Tactics Putting the Public Back in Public Relations Solis • Breakenridge
  5. 6. PR Builds Community: Overview <ul><li>What’s Wrong With PR? </li></ul><ul><ul><li>Mass communication broadcast model </li></ul></ul><ul><ul><li>One way messaging </li></ul></ul><ul><ul><li>Spin, hype and jargon </li></ul></ul><ul><ul><li>Transparency and ethics </li></ul></ul><ul><li>The Social Web is Forcing the Reinvention of PR with a Focus on Community Building: </li></ul><ul><ul><li>Broadcast messages do not exist in the social media landscape </li></ul></ul><ul><ul><li>Focus on the conversations that are pervasive </li></ul></ul><ul><ul><li>Meaningful communication leads to valuable </li></ul></ul><ul><ul><li>relationships: from virtual to physical </li></ul></ul><ul><ul><li>PR is poised to earn newfound recognition </li></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge
  6. 7. PR Builds Community: Opportunities & Challenges <ul><li>Considerations: </li></ul><ul><ul><li>Service factor : Offering to the community </li></ul></ul><ul><ul><ul><li>What value will you provide and to whom? </li></ul></ul></ul><ul><ul><ul><li>How will you be prepared and ready to respond? </li></ul></ul></ul><ul><ul><li>External factor : Factors for consideration </li></ul></ul><ul><ul><ul><li>Easy access to other communities because resources are no longer limited to close proximity </li></ul></ul></ul><ul><ul><li>Commitment factor : Silence is not always “golden” </li></ul></ul><ul><ul><ul><li>Manage and direct continuous conversations and relationships </li></ul></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge
  7. 8. <ul><li>Consideration (cont.) </li></ul><ul><ul><li>Participation factor : The homestretch of Social Media </li></ul></ul><ul><ul><ul><li>Ideas are not useful until people get together to produce something meaningful </li></ul></ul></ul><ul><ul><li>PR/Marketing factor : Align with business goals </li></ul></ul><ul><ul><ul><li>Align community building goals with </li></ul></ul></ul><ul><ul><ul><li>business goals (include all areas of the company) </li></ul></ul></ul><ul><ul><ul><li>Develop actionable enterprise within the community </li></ul></ul></ul><ul><ul><ul><ul><li>Increase participation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Research/obtain feedback </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Recruiting/employment opportunities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Endorsements </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Leads and/or sales </li></ul></ul></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge PR Builds Community: Opportunities & Challenges
  8. 9. PR Builds Community: Strategy <ul><li>Strategic Objectives </li></ul><ul><ul><ul><li>Develop incentives for participation </li></ul></ul></ul><ul><ul><ul><li>Organize your Social Media participants </li></ul></ul></ul><ul><ul><ul><li>Drive attraction, attention, affinity and action </li></ul></ul></ul><ul><ul><ul><li>Measure value that can be converted to virtual revenue </li></ul></ul></ul><ul><ul><ul><li>Administer the following: </li></ul></ul></ul><ul><ul><ul><ul><li>Project budget </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Requirements/guidelines </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Infrastructure </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Maintenance </li></ul></ul></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge
  9. 10. <ul><li>Beware the False Assumptions to Community Building: </li></ul><ul><ul><li>A hosting ground for negative commentary </li></ul></ul><ul><ul><li>PR people as ghost bloggers </li></ul></ul><ul><ul><li>An audience that automatically appears and participates </li></ul></ul><ul><ul><li>An open canvas to “sell” to your audience </li></ul></ul><ul><ul><li>A place to recycle, borrow or plagiarize content </li></ul></ul><ul><ul><li>One more destination with poor content and grammar </li></ul></ul><ul><ul><li>An extension of your newsroom with marketing messages and press releases </li></ul></ul>PR Builds Community: Creating Your Social Network Putting the Public Back in Public Relations Solis • Breakenridge
  10. 11. <ul><li>On the Contrary, You Will Give Your Brand: </li></ul><ul><ul><li>A voice and a persona </li></ul></ul><ul><ul><li>The ability to communicate directly with customers and other stakeholders </li></ul></ul><ul><ul><li>A strong culture and loyal brand ambassadors </li></ul></ul><ul><ul><li>A non-traditional platform for conversations </li></ul></ul><ul><ul><li>A forum to unmask predispositions </li></ul></ul><ul><ul><li>A destination to mold perceptions </li></ul></ul>PR Builds Community: Creating Your Social Network Putting the Public Back in Public Relations Solis • Breakenridge
  11. 12. <ul><li>Action Items for PR: </li></ul><ul><li>Technology/programming </li></ul><ul><li>Editorial schedule </li></ul><ul><li>Content review </li></ul><ul><li>Comment strategy and counseling </li></ul><ul><li>Customer service </li></ul><ul><li>Web analytics </li></ul><ul><li>Listening/conversationalist/identify trends for engagement </li></ul>PR Builds Community: The PR Person’s Role Putting the Public Back in Public Relations Solis • Breakenridge
  12. 13. <ul><li>Social Media marketing starts with the observations of human behavior and interaction within online communities </li></ul><ul><li>Technology provides the tools to facilitate conversations online </li></ul><ul><ul><li>Monitoring and tracking conversations </li></ul></ul><ul><li>Humanize your story by aligning it with the culture and the people driving the communities you’re trying to reach </li></ul><ul><ul><li>What matters to them? </li></ul></ul><ul><ul><li>How do they talk to each other? </li></ul></ul>PR Builds Community: It’s About Sociology, First. Technology, Second. Putting the Public Back in Public Relations Solis • Breakenridge
  13. 14. “ It’s the listening that separates Social Media experts from Social Media theorists” – Brian Solis
  14. 15. The Conversation Prism Workflow Identify – Identify your key communities and networks based on the frequency of conversations and where they occur Observe – Observe the culture of the communities that define your online ecosystem   Listen – Search and pay attention to important conversations related to your brand/industry    Internalize – Dissect, analyze, and learn from the feedback and dialog in each community   Route – Channel the information internally to the appropriate Groups. For example, customer service, marketing, PR, sales, etc.
  15. 16. The Conversation Prism Workflow Process – Determine the opportunities to improve products or services and implement the change   Participate – Engage with customers, constituents, stakeholders, and influencers (both online and offline)   Provide feedback and insight – Consistently monitor the discussions surrounding your brand and provide information that actively positions you and your company as a helpful resource to the communities that are important to you (building and maintaining relationships)   Repeat – The process is always ongoing
  16. 17. Charting a Social Map
  17. 18. The Human Network
  18. 19. The Human Network
  19. 20. Putting the Public Back in Public Relations Solis • Breakenridge PR Builds Community: Social Media Tools <ul><li>Social media tools/resources include: </li></ul><ul><li>Social Media Releases (SMRs) </li></ul><ul><li>RSS feeds </li></ul><ul><li>Streaming video </li></ul><ul><li>Podcasts </li></ul><ul><li>Blogs/comments </li></ul><ul><li>Social network applications </li></ul>
  20. 21. Putting the Public Back in Public Relations Solis • Breakenridge <ul><li>Social Media Releases – A viral release that is shared in the blogosphere. </li></ul><ul><li>SMRs are not: </li></ul><ul><li>A mechanism to fix what’s wrong with news releases </li></ul><ul><li>An announcement designed to replace the traditional news release </li></ul><ul><li>A communications tool exclusively for journalists or bloggers (it’s meant for customers too) </li></ul><ul><li>A release that goes over the wire or is typically advertised by wire services </li></ul><ul><li>A standard template; SMRs can take many forms and include a wide range of content </li></ul><ul><li>A tool that is meant to control the message; it is highly viral and shared in the blogosphere </li></ul>PR Builds Community: Social Media Tools
  21. 22. Putting the Public Back in Public Relations Solis • Breakenridge Sample social media release - the SMR includes images, videos, audio and a mechanism to share the information on multiple social networks.
  22. 23. Putting the Public Back in Public Relations Solis • Breakenridge When PR Builds Community: You make the difference!
  23. 24. Any Questions? <ul><li>Deirdre: </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: www.twitter.com/dbreakenridge </li></ul><ul><li>Facebook: http://profile.to/deirdrebreakenridge </li></ul><ul><li>LinkedIn: http://linkedin.com/in/deirdrebreakenridge </li></ul>Putting the Public Back in Public Relations Solis • Breakenridge
  24. 25. Next Twebinars from Awareness <ul><li>C.C. Chapman – June 10 th </li></ul><ul><li>Webex and Social Media – June 18 th </li></ul><ul><li>Jason Falls – June 24 th </li></ul><ul><li>Brian Solis – July 16 th Register at awarenessnetworks.com </li></ul>

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