PR(Evolution) Session One Pr & Social Media

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  • 1. PR(evolution) Building 21st Century Relationships “ PR & Social Media” ®Jessica Ayers | Jacob Summers
  • 2. ®Jessica Ayers | Jacob Summers ®Jessica Ayers | Jacob Summers PR (EVOLUTION) Social Media in Plain English
  • 3. What is PR(evolution)? ®Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 4. Social Media & PR ®Jessica Ayers | Jacob Summers
    • PR & Media History
    • Why Move To Social Media?
    • What Does Social Media Do For PR?
    • What Are The Dangers Of Not Moving To Social Media?
    • Who Is Moving To Social Media?
    PR (EVOLUTION)
  • 5. Defining Social Media
    • Social media is the democratization of content and the understanding of the role people play in the process of not only reading and disseminating information, but also how they share and create content for others to participate. It is the shift from a broadcast mechanism to a many-to-many model, rooted in a conversational format between authors and people. -Brian Solis
    ®Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 6. ®Jessica Ayers | Jacob Summers PR (EVOLUTION) “… the democratization of content…” Everyone, not just professionals, creates media content - text, video, sound and music - that newspapers, television and radio used to provide “… the understanding of the role people play in the process of […] how they share and create content for others to participate…” Anyone anywhere can connect to participate in discussion or debate, collaborate on projects, and influence those who pay attention to their work.
  • 7. PR & Media History
    • Pre-18th Century
    • 1425: Gutenberg printing press
    • 1620: First newspaper printed in Amsterdam
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 8. PR & Media History
    • Late 1700s
    • Books, newspapers and magazines
    • Ben Franklin’s “Silence Dogood” letters to achieve social change
    • Federalist Papers printed serially in magazines and newspapers
    • Media was untimely, inaccessible and effective only in educated circles
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 9. PR & Media History
    • 19th Century
    • 1830: Telegraph
    • 1852: First compulsory education act in Massachussetts
    • 1876: Telephone
    • 1890: Telephone wires installed in Manhattan
    • 1897: Marconi invents wireless telegraph
    • Media moved toward timeliness and accessibility
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 10. PR & Media History
    • 20th Century
    • 1912: Air mail
    • 1916: Tunable radios
    • 1920: First commercial radio station in Pittsburgh
    • 1927: First electronic television
    • 1933: FM Radio
    • 1935: First telephone call made around the world
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 11. PR & Media History
    • 1938: War of the Worlds radio broadcast causes mass chaos
    • 1939: Coast-to-coast fax service
    • 1939: Regular television broadcast begins
    • 1940: First commercial television station
    • 1948: Cable television becomes available in the US
    • 1951: First color televisions go on sale
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 12. PR & Media History
    • 1962: Telstar satellite transmits image across the Atlantic
    • 1963: Audio cassette invented
    • 1965: Vietnam War first war to be televised
    • 1967: Newspapers & magazines begin to digitize production
    • 1970s: ARPANET, precursor to the internet developed
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 13. PR & Media History
    • 1973: VCR
    • 1975: First desktop computer
    • 1979: First mobile phone service
    • 1980: New York Times, WSJ and Dow Jones put news databases online
    • 1985: CD-ROMs and first laptop computer
    • 1991: World Wide Web
    • 1993: WWW made available for free, first ads appear on the internet
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 14. PR & Media History
    • 1993: Brian Solis coins the term “PR 2.0” to describe the convergence of traditional and social media in PR
    • 1997: Nokia Communicator smartphone
    • 1998: First downloadable content for mobile phones
    • 1999: Napster
    • 2004: Howard Dean is first presidential candidate to create a blog
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 15. PR & Media History
    • 2007-2008: Barack Obama makes history using social media in his presidential campaign
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 16. Why Move to Social Media?
    • Because social media is the current step in the evolution of media and PR will be left behind if the industry does not capitalize on this latest opportunity
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 17. What does social media do for PR?
    • Instant interaction with public
    • Public has instant interaction with you
    • Low cost media exposure
    • With the downturn of economy, companies must rely on brand loyalty - gained through personal relationships with a company - to retain customers
    • Monitoring of what is being said about your brand or product
    • A way of staying on top of news and consumer trends
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 18. What are the dangers of not moving to social media?
    • Difficulty of monitoring what is being said about your firm
    • Loss of competitive edge
    • It doesn’t take long for the entire Web to be buzzing about something negative
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 19. Motrin Moms Protest against Motrin ad began with a single “tweet” and escalated into a full scale online riot within hours as Motrin account executives enjoyed their weekend Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 20. www.globeandmail.com www.twitter.com/jessicagottlieb Twitter Feed Jessica Ayers | Jacob Summers Motrin Moms PR (EVOLUTION)
  • 21. Embarrassing Apologies Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 22. Who is moving to social media?
    • Most corporations and companies now have blogs posted on their Web site, written by interns, employees and even CEOs
    • Many companies also have twitter accounts and MySpace and Facebook pages
    • Others are capitalizing on the influence of social media users to gain free exposure for their brand or product
    Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 23. Barack Obama Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 24. Barack Obama Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 25. Government
    • The Senate, House and US Supreme Court are now all on twitter, instantly updating constituents on details of proceedings
    PR (EVOLUTION) Jessica Ayers | Jacob Summers
  • 26. Pepsi “ Today, I received three separate shipments, about 20 minutes apart delivered by courier service. I got two cases with empty cans showing off previous Pepsi logos and designs, and then finally I got a case with six full Pepsi cans showing the new design. Pepsi wanted me to know that they were doing something with their branding and their entire approach over the coming years. They even sent me a DVD to show me some history.” “ What’s interesting to me is that they reached out to me as one of 25 people to get this news. They presumed (correctly) that I’d blog about it. They figured I’d say something one way or the other.” www.chrisbrogan.com Jessica Ayers | Jacob Summers Pepsi PR (EVOLUTION)
  • 27. Nike Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 28. Others Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 29. The Significance to PR
    • How Social Media Changes PR Practice
    • Research
      • Reading what people blog about your company
      • Your company’s online identity
    • Planning
      • How to personally reach people with the new market
      • How to get people to interact online
    • Implementation
      • Twitpitch, Social Media Release
      • Pitching to bloggers
      • Making relevant connections
    • Evaluation
      • Online surveys, 24/7 reactions, immediate feedback
    ®Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 30. The Significance to PR
    • How PR Students Should Prepare
    • Fight fire with fire, do online research
      • Webinars, Web conferences,
    • Learn from the best
      • Keep up with how businesses are adapting
    • Read, read, READ!
      • Blogs, online newspapers and twitter feeds
    • Practice makes perfect
      • Create accounts and experience twitter, blogging and virtual life
    ®Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 31. The Significance to PR
    • How Social Media is Taught
    • Integrating social media into writing courses
    • Encouraging students to participate in PR social networks and blogs
    • Conducting research on social media’s effects
    • Creating online accounts to connect students and teachers
    • Offering classes like Platform Online Magazine
    ®Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 32. Next Time
    • Breakdown of social media tools and their uses
    ®Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 33. Questions? ®Jessica Ayers | Jacob Summers ®Jessica Ayers | Jacob Summers PR (EVOLUTION)
  • 34. Thank You. ®Jessica Ayers | Jacob Summers