The Changing Landscape of Public Relations

The Changing Landscape of Public Relations Deanna Ferrari WordWrite Communications

About me
Graduate of Slippery Rock University (B.S., Public Relations)
Board member of PRSA Pittsburgh
Former Assistant Account Executive at MARC USA
Account Executive at WordWrite Communications, Wexford, Pa.

How did I get here?
Active at Slippery Rock -- lacrosse, PRSSA, editor of department newsletter
Took advantage of opportunities at school and after graduation
Networked and more importantly -- followed up
Put in the time; a job search is a job itself

How can YOU get here?

Source: http://www.youtube.com/watch?v=sIFYPQjYhv8 Social Media Revolution

So just what is social media?
. . . A shift in how people discover, read and share news, information and content
. . . A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many)
. . . The democratization of information, transforming people from content readers into publishers
. . . Extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use
. . . User-generated content (UGC) or consumer-generated media (CGM).
— Wikipedia.org

Facebook - then & now College students --> High school students --> EVERYONE

Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces.
• The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from

Evaluate your online presence
Give yourself an online “makeover”
Un-tag, un-friend, and delete compromising posts on Facebook
Sign-up for free Webinars (PRSA, PRWeek, Marketwire, etc.)
How to use social media to your advantage

Get LinkedIn
Get a Twitter account
Get an online business card (card.ly)
Think about a blog
Own your domain (KnowEm.com)
Take it slow and don’t do it all at once
Put it on your resume
How to use social media to your advantage (cont’d)

Engage with other students and professionals
Twitter is the best way
Join a chat
#PRStudChat
#Journchat
Talk to others on Twitter on a regular basis - retweet and ask questions
Host a “tweetup”

How social media has changed PR Essentially, you can control if the message is put out and what the message says… … on the other hand, you have no control of the message. But once it’s out there, it’s up to you on how you step in, approach the message, and what to say back. It’s like PR 2.0

Social media is instant

Print is shrinking…

The viral video effect http://www.youtube.com/watch?v=4-94JhLEiN0 http://www.hulu.com/watch/101187

Don’t forget the PR fundamentals
Engage
Be a great communicator -- on and offline
Grammar, punctuation, spelling = good writing
Develop relationships with journalists
Social media is simply a tool to facilitate communication
PR pros wear many hats
Social media only comes full circle when it “comes to life”

Questions? Additional Comments?
Twitter:
@dferrari / @wordwritepr
Online:
deannaferrari.com / wordwritepr.com

The Changing Landscape of Public Relations

by Deanna Ferrari on Oct 27, 2009

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