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Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
Social Media Preso
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Social Media Preso


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A primer on how the media is changing, how PR is changing, and how good PR can do it all. :)

A primer on how the media is changing, how PR is changing, and how good PR can do it all. :)

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  • 1. How PR is growing and evolving
  • 2.
    • The news is dying … sorta
      • The dissolution of traditional media
      • The era of the freelancer / blogger
    • Blogs – Networks, Corporate, Individuals
      • Networks include WIN, Gawker, and more
      • Individual blogs having influence
      • Rise of corporate blogs … don’t always work
    • The rise of microblogging, microPR and micronews: Twitter
    • Podcasts and YouTube – the rise of the online VNR/ANR
    • Social Networks – MySpace, Facebook, LinkedIn, Ning
    • Wikipedia – the knowledge and ignorance of the masses
    • Y! and Google Groups – still powerful, influential, social
    • Message Boards/Newsgroups/Forums – the original social media, with large readership and influence
  • 3.
    • Newspapers and magazines shutting down
      • Journalists are either going to freelancing, personal blogs or blog networks
        • Networks include Daily Beast, Pajama Media, Huffington Post, Gawker
      • Newspapers are pushing to blogs
        • Journalists required to file AND blog
    • Relationships are more important than ever
    • PR is more important than ever
  • 4.
    • Blogs have become the new media
      • Talking directly to audiences, niche and verticals
      • Networks out there for everyone
        • From left – Dailykos, Huffington Post, Wonkette
        • From right – LGF, Michelle Malkin, Red State
        • For women – BlogHer, Jezebel
        • General media – B5 Media, Gawker, WIN, Daily Beast
      • Rise of the personal brand, expert in one or two things
    • Corporate Blogs Don’t Work
      • December 9, 2008 report from Forrester
      • Only 16 percent of consumers believe corporate blogs
      • Better to engage audiences on popular blogs
        • Social media is about conversations, engaging the audience
  • 5.
    • 600% YOY growth (source: AllThingsD/WSJ)
    • Explosion of journalists and media on Twitter
    • Explosion of corporations using Twitter
      • CEOs
      • Corporations
      • Government
    • Easy to set-up an account and get into conversations
      • – find those talking about you / your brand
      • Mr. Tweet - @mrtweet – finds followers for you
  • 6.  
  • 7.
    • An opportunity to speak directly to audiences
    • No need for high-end flashiness, just be real
    • Cheap to implement, easy-to-use
      • Important is use of tags – what is the video, how it is searched
    • Examples: GM, Israel
  • 8.
    • Going where the audience is…
      • Facebook is more college-plus
        • Average age is now 35, higher socio-economic standing
      • MySpace is music oriented
        • Younger and lower socio-economic
      • LinkedIn is very professionally oriented
        • Launched groups in Q408
        • Higher demographic, higher age
      • Ning is user created communities
        • From corporations to individuals sharing interests
    • Getting to the community, wherever they are
  • 9.  
  • 10.
    • The wisdom of the crowds, coupled with the idiocy and biases of the crowd
      • Hard to change data, have to register and get through the self-appointed editors
      • Full transparency, though, and can edit for details and information
      • Ossetia has page – if wrong data, should and can be corrected
        • Either go through the editors themselves, or set-up account
  • 11.
    • Full engagement
      • Don’t SPAM
      • WHY should they care
      • WHO are you
    • Model A
      • Contact moderators of message boards/group
      • Be very informal and friendly
      • Offer yourself up as a conduit to the company
      • You are the go-to person to get what they want
      • Offer up information / access / samples
    • Model B
      • Join the message board/group
      • Be fully transparent - who you are, what you are doing
      • Participate and answer questions in a timely manner
      • ABA - always be available
  • 12.
    • It’s public relations, but at it’s base: public
    • Simple, to the point, paragraph
      • Use real name
      • Be upfront and honest and simple about the reason you’re emailing
      • Let them know why you are contacting, and for whom
    • The basic rules of social media outreach
      • Be upfront and truthful when working in social media
      • It is not about the corporate marketing message
        • It is about sharing information, access
      • Be very on point to specific, appropriate bloggers
        • Bloggers have sweet spots and points of interest, and they need to be taken into consideration
  • 13.
    • Social Media is not an end-all, be-all
      • Part of the communications mix
      • Bloggers do not need to write, media does
    • Should be treated like another tactic
      • Unlike media, cannot be controlled
      • Unlike media, cannot be harnessed
      • Unlike media, usually does not honor NDAs or embargos
      • Unlike media, bad pitches are mocked & exposed
    • Transparency
      • Hot button issue is full transparency
        • Lack of transparency easily backfires
  • 14.
    • Forget what you know about traditional PR
      • Social Media is about relationships and friendships and being human
    • Social Media can be cranky
      • If the pitch is bad, expect to be exposed
    • Bloggers can be overly cynical and critical
      • Avoid “marketing” at all costs
      • Be open, upfront and honest in your pitch
      • Tailor the angle to focus on blogger’s niche
      • Be knowledgeable, timely and succinct
      • Gauge interest, gain permission to send material
      • Always include relevant links for more info
    • Tread very cautiously
      • Be sure what you’re pitching is super-relevant
      • Digital cameras for Photo enthusiasts, food and events for foodie bloggers, political books for activist bloggers, etc.
  • 15.
    • Be prepared to be ignored and/or insulted
      • No corporate speak, marketing or overt messaging
      • No press releases as cut-and-paste or attachment
      • Provide links to appropriate material
      • Short and to the point
    • Monitor conversation in real-time
    • Forget about the follow-up call / email
    • Keep expectations realistic
    • It is about engaging the community
      • Two-way dialogue, a conversation
      • Comment only when appropriate – do not comment for comment sake
  • 16.
    • Blogs are not a fall-back if the traditional press does not bite
      • The press needs to write
      • Bloggers choose to write
    • It is about “community”
      • Moreso than journalism
      • If you are not part of the community, you are an interloper / intruder
    • It is not MR – it is CR
      • Social media is community relations – think of how you work in the community
  • 17.
    • Jeremy Pepper
      • Email: [email_address]
      • Twitter: @jspepper
      • Blog:
      • Phone number: 415-449-0669