Sfsu smm community_relations_fall2013

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  • Today, few people outside the public relations (or inside for that matter) profession recognize the name of Edward L. Bernays, although he was named one of the 100 most influential Americans of the 20th century by Life magazine.
     
    Public Relations is a 20th century phenomenon, and Bernays -- widely eulogized as the "father of public relations" -- played a major role in defining the industry's philosophy and methods.
    Bernays convinced industries that it was the news, and not advertising, that would carry their message to the public. He took his Uncle Freud's (yes, that Freud) complex ideas on people's unconscious, psychological motivations and applied them to the new field of public relations. He also refined and popularized the use of the press release.
    In perhaps his most famous campaign, Bernays encouraged the American Tobacco Company to play on women’s nascent sense of modern independence. 
    In the 1920s he sent a group of young models to march in the New York City parade. He then told the press that a group of women's rights marchers would light "Torches of Freedom". On his signal, the models lit Lucky Strike cigarettes in front of the eager photographers. The New York Times (April 1929) printed: "Group of Girls Puff at Cigarettes as a Gesture of 'Freedom'". This helped to break the taboo against women smoking in public.
     
    One of Bernays' favorite techniques for garnering public opinion was the indirect use of "third party authorities" to plead his clients' causes.
    "If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway", he said. In order to promote sales of bacon, for example, he conducted a survey of physicians and reported their recommendation that people eat heavy breakfasts. He sent the results of the survey to 5,000 physicians, along with publicity touting bacon and eggs as a heavy breakfast.
    Sales went through the roof.
     
    PR is not about deception.  It is about building your brand's reputation and getting your message to the right folks.  We can help with that.
  • Then we got the ultimate technology: The Fax!
  • But, faxing news releases have been dead for close to 10 years.
  • Public Service Announcement PSA
  • Public Service Announcement PSA
  • Public Service Announcement PSA
  • News Advisory
  • News release handout (5 or 6)
  • Sfsu smm community_relations_fall2013

    1. 1. Instructor: Jonathan Lance SFSU CEL Social Media Marketing Program Fall 2013 1
    2. 2. Community Relations (Class Overview) • • • • • • • • History Current How to write a news release, news advisory, PSA Media Relations Audience Relations Traditional/Social Media PR Campaign Stories/Case Studies We are the media Social Media Marketing Program Community Relations Putting the Public Back Into PR 2
    3. 3. Session 1 Agenda 1. Overview and Class Expectations 2. History and Today 3. News Releases, News Advisories, Public Service Announcements 4. Media Relations 5. Class Project Social Media Marketing Program Community Relations Putting the Public Back Into PR 3
    4. 4. “The biggest problem in communication is the illusion that is has taken place.” -- George Bernard Shaw Social Media Marketing Program Community Relations Putting the Public Back Into PR 4
    5. 5. Introductions 1. 2. 3. 4. 5. What is YOUR name? Where are you from? What do YOU do? Are YOU working in PR today? Are YOU using social media for PR? Social Media Marketing Program Community Relations Putting the Public Back Into PR 5
    6. 6. Social media is no longer just a fad. Social Media Marketing Program Community Relations Putting the Public Back Into PR 6
    7. 7. Edward Bernays Social Media Marketing Program Community Relations Putting the Public Back Into PR 7
    8. 8. Social Media Marketing Program Community Relations Putting the Public Back Into PR 8
    9. 9. One PR Definition • To encourage people to do something • To encourage people not to do something • To encourage people to let us do something for them Social Media Marketing Program Community Relations Putting the Public Back Into PR 9
    10. 10. Media of Choice • Paid media • Earned media • Owned media Social Media Marketing Program Community Relations Putting the Public Back Into PR 10
    11. 11. Media of Choice Paid Media • Advertising on radio, TV, newspapers, magazines, social media • Posting the message exactly the way you want it – because you’re paying for it Social Media Marketing Program Community Relations Putting the Public Back Into PR 11
    12. 12. Media of Choice Earned Media • Public relations • You convince someone to post a story about your product or service • Third-person endorsement Social Media Marketing Program Community Relations Putting the Public Back Into PR 12
    13. 13. Media of Choice Owned Media • You own the content • You own the outlets: Google+, Twitter, Facebook, Blog, YouTube, Instagram, etc • Your own newsroom Social Media Marketing Program Community Relations Putting the Public Back Into PR 13
    14. 14. The News Release Social Media Marketing Program Community Relations Putting the Public Back Into PR 14
    15. 15. Prehistoric Email Social Media Marketing Program Community Relations Putting the Public Back Into PR 15
    16. 16. The Ultimate Technology! Social Media Marketing Program Community Relations Putting the Public Back Into PR 16
    17. 17. Social Media Marketing Program Community Relations Putting the Public Back Into PR 17
    18. 18. Clipping Social Media Marketing Program Community Relations Putting the Public Back Into PR 18
    19. 19. Writing Press Releases Social Media Marketing Program Community Relations Putting the Public Back Into PR 19
    20. 20. How to write a news release Social Media Marketing Program Community Relations Putting the Public Back Into PR 20
    21. 21. What is a public service announcement? Social Media Marketing Program Community Relations Putting the Public Back Into PR 21
    22. 22. What is a public service announcement? Social Media Marketing Program Community Relations Putting the Public Back Into PR 22
    23. 23. What is an advisory? Social Media Marketing Program Community Relations Putting the Public Back Into PR 23
    24. 24. Communicating with different audiences • • • • • • Media (media relations) Your direct audience Indirect audience Investors (investor relations) Potential clients Current customers Social Media Marketing Program Community Relations Putting the Public Back Into PR 24
    25. 25. News Media Then Social Media Marketing Program Community Relations Putting the Public Back Into PR 25
    26. 26. Traditional News Media Then • Plenty reporters, editors, photographers, producers • “Maybe will consider your story, but we have plenty” • “We NEVER accept photos/videos, written news articles (news releases), suggested spokespersons” Social Media Marketing Program Community Relations Putting the Public Back Into PR 26
    27. 27. News Media Now Social Media Marketing Program Community Relations Putting the Public Back Into PR 27
    28. 28. Traditional News Media Now • Far fewer, reporters, editors, photographers, producers • Skeleton crews • “We can’t send a reporter or photographer” • “Send in your photos/videos, written news articles (news releases), spokespersons” Social Media Marketing Program Community Relations Putting the Public Back Into PR 28
    29. 29. WWWWWH – Group Activity 1. 2. 3. 4. 5. 6. Who? What? When? Where? Why? How? Social Media Marketing Program Community Relations Putting the Public Back Into PR 29
    30. 30. News Release Example 1 Social Media Marketing Program Community Relations Putting the Public Back Into PR 30
    31. 31. News Release Example 2 Social Media Marketing Program Community Relations Putting the Public Back Into PR 31
    32. 32. News Release Example 3 Social Media Marketing Program Community Relations Putting the Public Back Into PR 32
    33. 33. News Release Example 4 Social Media Marketing Program Community Relations Putting the Public Back Into PR 33
    34. 34. News Release Example 5 Social Media Marketing Program Community Relations Putting the Public Back Into PR 34
    35. 35. News Release Example 6 Social Media Marketing Program Community Relations Putting the Public Back Into PR 35
    36. 36. News Release Example 7 Social Media Marketing Program Community Relations Putting the Public Back Into PR 36
    37. 37. News Release Example 8 Social Media Marketing Program Community Relations Putting the Public Back Into PR 37
    38. 38. News Release Example 9 Social Media Marketing Program Community Relations Putting the Public Back Into PR 38
    39. 39. News Release Example 10 Social Media Marketing Program Community Relations Putting the Public Back Into PR 39
    40. 40. Class Project (in groups) Choose a non-profit for which you will: •Present a full PR campaign including – – – – News release Public service announcement Advisory Social Media Outreach •Overview of the plan Your assignment will either be re-introduction of an established organization, introduction of a new organization or a announcing special event Social Media Marketing Program Community Relations Putting the Public Back Into PR 40
    41. 41. Session 1 Homework • Post an example of a news release, news advisory, and public service on our LinkedIn Group • You can find these under radio, TV, business, public agency, and non-profitorganization websites Social Media Marketing Program Community Relations Putting the Public Back Into PR 41
    42. 42. Social Media Marketing Program Community Relations Putting the Public Back Into PR 42
    43. 43. Session 2 Agenda 1. 2. 3. 4. 5. 6. 7. 8. Recap of Session 1 Material Q&A A Little More About News Releases AP Writing News Release Distribution Email Newsletters TweetDeck & HootSuite Class Project Social Media Marketing Program Community Relations Putting the Public Back Into PR 43
    44. 44. Associated Press Stylebook @apstylebook Social Media Marketing Program Community Relations Putting the Public Back Into PR 44
    45. 45. What to say to a reporter • • • • “There’s no such thing as off the record” Don’t be afraid to say “I don’t know.” Always tell the truth Control the message http://www.shannonganun.com/PDFs/Guideline Social Media Marketing Program Community Relations Putting the Public Back Into PR 45
    46. 46. KTVU 2 News Nightmare Social Media Marketing Program Community Relations Putting the Public Back Into PR 46
    47. 47. • KTVU’s Frank Somerville’s mea culpa Social Media Marketing Program Community Relations Putting the Public Back Into PR 47
    48. 48. News Distribution Services Business Wire Social Media Marketing Program Community Relations Putting the Public Back Into PR 48
    49. 49. News Distribution Services PR Newswire Social Media Marketing Program Community Relations Putting the Public Back Into PR 49
    50. 50. Media List and Monitoring Social Media Marketing Program Community Relations Putting the Public Back Into PR 50
    51. 51. Media List and Monitoring Social Media Marketing Program Community Relations Putting the Public Back Into PR 51
    52. 52. Help A Reporter Out (HARO) Social Media Marketing Program Community Relations Putting the Public Back Into PR 52
    53. 53. Marketing Newsletters Social Media Marketing Program Community Relations Putting the Public Back Into PR 53
    54. 54. Marketing Newsletters Social Media Marketing Program Community Relations Putting the Public Back Into PR 54
    55. 55. Session 2 Homework 1. Research Social Media outlets that would work for your class project 2. Continue on working on your project’s news release, news advisory, PSA Social Media Marketing Program Community Relations Putting the Public Back Into PR 55
    56. 56. Managing Your Social Media TweetDeck Social Media Marketing Program Community Relations Putting the Public Back Into PR 56
    57. 57. Managing Your Social Media Hootsuite Social Media Marketing Program Community Relations Putting the Public Back Into PR 57
    58. 58. Constant Contact Email Newsletters Social Media Marketing Program Community Relations Putting the Public Back Into PR 58
    59. 59. Social Media Calendar Social Media Marketing Program Community Relations Putting the Public Back Into PR 59
    60. 60. Session 3 Agenda 1. Recap of Session 2 2. Q&A 3. Media relations 4. Building a media list 5. Case Study/PRSA webinar 6. Social Media outlets 7. The Seven Steps… 8. Social Media engagement exercise 9. Last minute work on group presentations 10. Presentations 11. Evaluations Social Media Marketing Program Community Relations Putting the Public Back Into PR 60
    61. 61. Media Relations Who to contact in newspapers • • • • • • News Desk Beat Editor (news release/news advisory) Beat Writer (news release/news advisory) Calendar Editor (news release) Assignment Editor (news release/news advisory) “Your Subject” Editor/Writer (news release/news advisory) Social Media Marketing Program Community Relations Putting the Public Back Into PR 61
    62. 62. Media Relations Timing newspapers • 1st Release – Four weeks out • 2nd Release – Two weeks out • Advisory – Three days out Social Media Marketing Program Community Relations Putting the Public Back Into PR 62
    63. 63. Media Relations Who to contact in magazines/periodicals • • • • • Editor (news release/news advisory) Assistant (news release/news advisory) Assignment Editor (news release/news advisory) Calendar Editor (news release/news advisory) Subject Editor (news release/news advisory) Social Media Marketing Program Community Relations Putting the Public Back Into PR 63
    64. 64. Media Relations Timing magazines/periodicals WEEKLIES • 1st Release – Four weeks out • 2nd Release – Two weeks out • Advisory – Three days out Social Media Marketing Program Community Relations Putting the Public Back Into PR 64
    65. 65. Media Relations Timing magazines/periodicals MONTHLIES • 1st Release – Three months out • 2nd Release – Two months out • Advisory – One week out Social Media Marketing Program Community Relations Putting the Public Back Into PR 65
    66. 66. Media Relations Who to contact in radio • • • • News Desk (news release/news advisory) Assignment Editor (news release/news advisory) Calendar Editor (news release) Community Relations/Services Director (PSA) Social Media Marketing Program Community Relations Putting the Public Back Into PR 66
    67. 67. Media Relations Timing radio • • • • PSA – Two months out 1st Release – Two weeks out 2nd Release – One week out out Advisory – Three days out Social Media Marketing Program Community Relations Putting the Public Back Into PR 67
    68. 68. Media Relations Who to contact in TV • • • • News Desk (news release/news advisory) Assignment Editor (news release/news advisory) Calendar Editor (news release) Community Relations/Services Director (PSA) Social Media Marketing Program Community Relations Putting the Public Back Into PR 68
    69. 69. Media Relations Timing TV • • • • PSA – Two months out 1st Release – Two weeks out 2nd Release – One week out out Advisory – Three days out Social Media Marketing Program Community Relations Putting the Public Back Into PR 69
    70. 70. Media Relations San Francisco Chronicle / SFGate.com Social Media Marketing Program Community Relations Putting the Public Back Into PR 70
    71. 71. Media Relations KGO-810 AM Social Media Marketing Program Community Relations Putting the Public Back Into PR 71
    72. 72. Media Relations KGO-810 AM Social Media Marketing Program Community Relations Putting the Public Back Into PR 72
    73. 73. Media Relations KGO-810 AM Social Media Marketing Program Community Relations Putting the Public Back Into PR 73
    74. 74. Media Relations KPIX-TV Social Media Marketing Program Community Relations Putting the Public Back Into PR 74
    75. 75. Media Relations KPIX-TV Social Media Marketing Program Community Relations Putting the Public Back Into PR 75
    76. 76. Media Relations • • • • • Pitching your stories Call to follow up a release or advisory Call to run a story idea by them Thanking personally Thanking them via Social Media Social Media Marketing Program Community Relations Putting the Public Back Into PR 76
    77. 77. Pitching Social Media Marketing Program Community Relations Putting the Public Back Into PR 77
    78. 78. “I used to communicate to the media, now I communicate to my audience.” – Me Social Media Marketing Program Community Relations Putting the Public Back Into PR 78
    79. 79. Top 10 Twitter Tips for Beginners Social Media Marketing Program Community Relations Putting the Public Back Into PR 79
    80. 80. Social Media Marketing Program Community Relations Putting the Public Back Into PR 80
    81. 81. 25 Tips for Successful Twitter Engagement Social Media Marketing Program Community Relations Putting the Public Back Into PR 81
    82. 82. Paper.li Social Media Marketing Program Community Relations Putting the Public Back Into PR 82
    83. 83. Paper.li Social Media Marketing Program Community Relations Putting the Public Back Into PR 83
    84. 84. Facebook Creating A Facebook Page • • • • • • • • Invite your personal friends Follow related Facebook pages Keep it active Use plenty of photos and videos Post relatable stories Link to your other Social Media outlets Don’t always be selling – pace yourself Social Media Marketing Program Community Relations Putting the Public Back Into PR 84
    85. 85. Facebook Social Media Marketing Program Community Relations Putting the Public Back Into PR 85
    86. 86. Facebook Social Media Marketing Program Community Relations Putting the Public Back Into PR 86
    87. 87. Instagram Contests Social Media Marketing Program Community Relations Putting the Public Back Into PR 87
    88. 88. Instagram Social Media Marketing Program Community Relations Putting the Public Back Into PR 88
    89. 89. Social Media Marketing Program Community Relations Putting the Public Back Into PR 89
    90. 90. Dale Carnegie said it in 1936 still true today Social Media Marketing Program Community Relations Putting the Public Back Into PR 90
    91. 91. Social Media Calendar Social Media Marketing Program Community Relations Putting the Public Back Into PR 91
    92. 92. Scenarios – Group Activity 1. 2. 3. 4. 5. Follower complaint Follower compliment Scathing media article Wrong fact in public posting Positive media coverage Social Media Marketing Program Community Relations Putting the Public Back Into PR 92
    93. 93. Group Presentations 15 minutes per group plus feedback Social Media Marketing Program Community Relations Putting the Public Back Into PR 93
    94. 94. Recommended Listening 1. 2. 3. 4. 5. 6. 7. This Week In Tech This Week In Google The Social Hour Marketing Over Coffee The Bean Cast Six Pixels of Separation Social Media Marketing Podcast Social Media Marketing Program Community Relations Putting the Public Back Into PR 94
    95. 95. Recommended Reading 1. 2. 3. 4. 5. 6. 7. Mashable Social Media Examiner Matt Cutts Chris Broagan Seth Godin PR Newser 6:00 AM Social Media Marketing Program Community Relations Putting the Public Back Into PR 95
    96. 96. Q&A Social Media Marketing Program Community Relations Putting the Public Back Into PR
    97. 97. Remember “The biggest problem in communication is the illusion that is has taken place.” -- George Bernard Shaw Social Media Marketing Program Community Relations Putting the Public Back Into PR 97
    98. 98. Evaluations Social Media Marketing Program Community Relations Putting the Public Back Into PR 98
    99. 99. Jonathan Lance • https://twitter.com/OnYourMarkEvent • https://www.facebook.com/onyourmarkevents • www.linkedin.com/in/jonathanblainelance Social Media Marketing Program Community Relations Putting the Public Back Into PR 99

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