Where PR fits into the Social\Digital Media Mix

Online PR Social Digital
Where PR fits into the
Social Digital Media Mix
Nicholas O’Flaherty
MD, Bullet PR
@NickOFlaherty

Misconception
PR = Press Releases

Is PR a robotic act?

The Reality
PR = Communication

The Landscape
The media game isn’t changing, it’s already changed

Media Morphing

Brand Advocates

Alternative Approach

The Changing Dynamic
Social Everything?

Adapt to Survive
Modern PR is Social Media, SEO, Online Monitoring, Events and More

Walk the Walk
If you want to understand the future of PR and communications, you need to take part

Talk the Talk
Social Media isn’t essential for every brand

SMO
Social Media Optimisation

A Different Style
Do you talk the same to your friends as you do to the in-laws?

The same, but different

Our Experience
If it wasn’t for Social Media, we probably wouldn’t be around

Digital Engagement
Engagement, not Influence

The Blogosphere
Quality over Quantity

So, where does PR sit?
Strategic Advisor
Creative Consultant
Additional Resource

Balancing the content

Communications is a skill...
...and we all have different skills. Recognise your strengths and act accordingly

In it for the long haul
Social and Digital Media done right is a long haul, slow burn exercise

Strategy is Essential

What does good look like?
Set a goal, but also make sure you have a tool with which to measure

Measurement Tools

Which monitoring tool?
The online monitoring tools are subtly different

For example: Is it for managing workflow?
Social media as an extension of the customer service channel

Are you a company driven by innovation?
Collect ideas through enterprise-wide collaboration

Do you want to measure mentions by geography?
Global vs. Local

Number of mentions and a broad overview of sentiment?
Paid vs. Free

The question:
What actually matters
to people?

The Age Of Content Creation

Consume
Create
Share

The Future is Personalised

Content that matters to you

Cutting through the clutter

Sifting the wheat from the chaff

Engagement Tactics

1. Competition-based 2. Customer Service 3. Collaboration 4. Community Building 5. Guy/Girl Next Door

1. Competition-based

2. Customer Service

3. Collaboration

3. Community Building

4. Guy/Girl Next Door

Summary

Social Media is the biggest shift in marketing since the arrival of the internet

The Synergy

Social Media, like PR, is all about communication

Knowledge (and Experience) is Power

The future of PR lies in articulating the relationship with Social Media

Where PR fits into the Social\Digital Media Mix

by Nicholas O'Flaherty on Sep 01, 2010

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Where PR fits into the Social\Digital Media Mix — Presentation Transcript