Building Community with PR

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 .

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

About Awareness

Putting the Public Back in Public Relations PR and Community Building Strategies & Tactics Putting the Public Back in Public Relations Solis • Breakenridge

PR Builds Community: Overview
What’s Wrong With PR?
Mass communication broadcast model
One way messaging
Spin, hype and jargon
Transparency and ethics
The Social Web is Forcing the Reinvention of PR with a Focus on Community Building:
Broadcast messages do not exist in the social media landscape
Focus on the conversations that are pervasive
Meaningful communication leads to valuable
relationships: from virtual to physical
PR is poised to earn newfound recognition
Putting the Public Back in Public Relations Solis • Breakenridge

PR Builds Community: Opportunities & Challenges
Considerations:
Service factor : Offering to the community
What value will you provide and to whom?
How will you be prepared and ready to respond?
External factor : Factors for consideration
Easy access to other communities because resources are no longer limited to close proximity
Commitment factor : Silence is not always “golden”
Manage and direct continuous conversations and relationships

Consideration (cont.)
Participation factor : The homestretch of Social Media
Ideas are not useful until people get together to produce something meaningful
PR/Marketing factor : Align with business goals
Align community building goals with
business goals (include all areas of the company)
Develop actionable enterprise within the community
Increase participation
Research/obtain feedback
Recruiting/employment opportunities
Endorsements
Leads and/or sales
Putting the Public Back in Public Relations Solis • Breakenridge PR Builds Community: Opportunities & Challenges

PR Builds Community: Strategy
Strategic Objectives
Develop incentives for participation
Organize your Social Media participants
Drive attraction, attention, affinity and action
Measure value that can be converted to virtual revenue
Administer the following:
Project budget
Requirements/guidelines
Infrastructure
Maintenance

Beware the False Assumptions to Community Building:
A hosting ground for negative commentary
PR people as ghost bloggers
An audience that automatically appears and participates
An open canvas to “sell” to your audience
A place to recycle, borrow or plagiarize content
One more destination with poor content and grammar
An extension of your newsroom with marketing messages and press releases
PR Builds Community: Creating Your Social Network Putting the Public Back in Public Relations Solis • Breakenridge

On the Contrary, You Will Give Your Brand:
A voice and a persona
The ability to communicate directly with customers and other stakeholders
A strong culture and loyal brand ambassadors
A non-traditional platform for conversations
A forum to unmask predispositions
A destination to mold perceptions
PR Builds Community: Creating Your Social Network Putting the Public Back in Public Relations Solis • Breakenridge

Action Items for PR:
Technology/programming
Editorial schedule
Content review
Comment strategy and counseling
Customer service
Web analytics
Listening/conversationalist/identify trends for engagement
PR Builds Community: The PR Person’s Role Putting the Public Back in Public Relations Solis • Breakenridge

Social Media marketing starts with the observations of human behavior and interaction within online communities
Technology provides the tools to facilitate conversations online
Monitoring and tracking conversations
Humanize your story by aligning it with the culture and the people driving the communities you’re trying to reach
What matters to them?
How do they talk to each other?
PR Builds Community: It’s About Sociology, First. Technology, Second. Putting the Public Back in Public Relations Solis • Breakenridge

“ It’s the listening that separates Social Media experts from Social Media theorists” – Brian Solis

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.

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

Charting a Social Map

The Human Network

Putting the Public Back in Public Relations Solis • Breakenridge PR Builds Community: Social Media Tools
Social media tools/resources include:
Social Media Releases (SMRs)
RSS feeds
Streaming video
Podcasts
Blogs/comments
Social network applications

Social Media Releases – A viral release that is shared in the blogosphere.
SMRs are not:
A mechanism to fix what’s wrong with news releases
An announcement designed to replace the traditional news release
A communications tool exclusively for journalists or bloggers (it’s meant for customers too)
A release that goes over the wire or is typically advertised by wire services
A standard template; SMRs can take many forms and include a wide range of content
A tool that is meant to control the message; it is highly viral and shared in the blogosphere
PR Builds Community: Social Media Tools

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.

Putting the Public Back in Public Relations Solis • Breakenridge When PR Builds Community: You make the difference!

Any Questions?
Deirdre:
Email: [email_address]
Twitter: www.twitter.com/dbreakenridge
Facebook: http://profile.to/deirdrebreakenridge
LinkedIn: http://linkedin.com/in/deirdrebreakenridge

Next Twebinars from Awareness
C.C. Chapman – June 10 th
Webex and Social Media – June 18 th
Jason Falls – June 24 th
Brian Solis – July 16 th Register at awarenessnetworks.com

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Building Community with PR

by Mike Lewis on May 28, 2009

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Building Community with PR — Presentation Transcript