Social Media: PR
Joel Johnson | 2.25.2009
University of Iowa PRSSA

Evolution of the PR Model
publicity
public information
one-way asymmetrical
two-way symmetrical

New Model: New Rules
social media:
“The term most often refers to activities that integrate
technology, telecommunications and social interaction,
and the construction of words, pictures, videos and
audio” (wikipedia: “Social Media”)
direct channels to publics
more voices

Social Media Channels

Social Media PR: Focus
where are your publics?
how do they interact?
what are their goals, interests?
clear, unified voice

Social Media PR: Commit
don’t “set it and forget it”
update content
follow up on conversations
participation, not propaganda

Social Media PR: Be Honest
“you are what you publish”
clarity of identity
don’t fake it

Social Media PR: Ethics
WOMMA: honesty of relationship, opinion, identity
spam, astroturfing
ghostwriting

Social Media PR: Measure
ROI for a low-cost investment
chatter
reputation
action

Social Media: PR
Joel Johnson | 2.25.2009
joeloscar@gmail.com
joeloscar.com
twitter: oscarhamson