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Now That's SoMe Public Relations

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An overview presentation to encourage discussion about how social media is transforming public relations.

An overview presentation to encourage discussion about how social media is transforming public relations.

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Transcript

  • 1. now that’s some PUBLIC RELATIONShow social media is transforming public relations
  • 2. public relations
  • 3. public relationsIt’s all about therelationship
  • 4. public relations-- According to the Public Relations Society of America (2012)
  • 5. public relations Public relations is a strategic communication process that builds mutually beneficial relationships betweenorganizations and their publics. -- According to the Public Relations Society of America (2012)
  • 6. public relations-- Kevin S. Trowbridge
  • 7. public relationsPublic relations is the communicationmanagement function through which organizations build and maintainmutually beneficial relationships withthe publics on whom an organiation’s success or failure depends. -- Kevin S. Trowbridge
  • 8. Public RelationsMutually Beneficial Relationship
  • 9. Public RelationsOrganization Mutually Beneficial Relationship Publics
  • 10. Public Relations Contexts Corporate Internal PR Entertainment Department & Leisure Politics & Organization Government Nonprofit External PR Firm/Agency Education
  • 11. Public Relations Functions Media Relations Employee Relations Consumer Relations Consumers Member Producers Relations Investor Publics Relations Enablers Donor Relations Limiters Community Relations Government Relations Other Special Interests
  • 12. Public Relations Research Planning Goals Situation Objectives Organization Strategies Publics Creative Mutually Beneficial Relationship Evaluation Implementation Ongoing Tactics Summative Logistics Formative
  • 13. Public Relations Functions Media Relations EmployeeContexts Relations Research Planning Consumer Corporate Goals Situation Relations Internal PR Objectives Consumers Department OrganizationEntertainment Strategies Member Publics & Leisure Creative Producers Relations Politics & Investor Organization Mutually Beneficial Relationship Publics Government Relations Evaluation Implementation Enablers Donor Nonprofit External PR Relations Firm/Agency Ongoing Limiters Tactics Community Education Summative Logistics Relations Formative Government Relations Other Special Interests
  • 14. PUBLIC RELATIONS
  • 15. SOCIAL BLUEPRINT
  • 16. We use communication channelsto build and maintain those relationships.
  • 17. Communication Channels
  • 18. Communication Channels Newspapers World Wide Web Magazines Email Television Newsgroups/Listservs Cable Blogs/Microblogging Radio Wikis Direct Mail Audio/Video Podcasts Brochures Viral Media Newsletters Social Bookmarks Advertisements Social Networks CDs/DVDs Virtual Communities
  • 19. Organizational Media & Journalistic Media
  • 20. Social Media yes, all media can be social, but ...
  • 21. The InternetInternet World Statistics
  • 22. World Wide Web
  • 23. World Wide Web
  • 24. World Wide Web The Web is more a social creation than a technical one. I designed it for a social effect--to help people work together--and not as a technical toy. --Tim Berners-Lee (2000, p. 123)
  • 25. Social Media
  • 26. Social MediaOnlinetechnologiesand practicesthat people useto sharecontent,opinions,insights,experiences,perspectives,and mediaitself.- Wikipedia, October 2007
  • 27. Social MediaOnline Online contenttechnologies created by peopleand practices using highlythat people use accessible andto share scalable publishingcontent, technologies. Socialopinions, media is a shift ininsights, how people discover,experiences, read and shareperspectives, news, informationand media and content.itself. - Wikipedia, August 2009- Wikipedia, October 2007
  • 28. Social MediaOnline Online content Media for socialtechnologies created by people interaction, usingand practices using highly highly accessiblethat people use accessible and and scalableto share scalable publishing publishing techniques.content, technologies. Social Social media usesopinions, media is a shift in web-basedinsights, how people discover, technologies to turnexperiences, read and share communication intoperspectives, news, information interactive dialogues.and media and content. - Wikipedia, October 2010itself. - Wikipedia, August 2009- Wikipedia, October 2007
  • 29. Social Media
  • 30. Social MediaSocial media includes web-based and mobiletechnologies used to turn communication intointeractive dialogue.... Social media is mediafor social interaction as a super-set beyond socialcommunication. Enabled by ubiquitouslyaccessible and scalable techniques, socialmedia has substantially changed the wayorganizations, communities, and individualscommunicate. - Wikipedia, February 2012
  • 31. Social media are augmentingtraditional media.
  • 32. Social media are augmenting traditional media.So what are social media doing to public relations?
  • 33. Social Media Revolution http://www.youtube.com/watch?v=x0EnhXn5boM
  • 34. Things are Changing
  • 35. Things are Changing “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community
  • 36. Things are Changing “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community
  • 37. Things are Changing “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community
  • 38. Things are Changing “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community
  • 39. Things are Changing “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community
  • 40. Things are Changing “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community
  • 41. Things are Changing “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community
  • 42. Things are Changing “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community
  • 43. Things are Changing “Old” Media “New” Media Web 1.0 Web 2.0 One-way Two-way Connectivity Interactivity Transmission Participation Presentation Conversation Instruction Collaboration Image Authenticity Audience Community
  • 44. Why Social Media?Social media enable organizations and theirpublics to connect, interact and collaboratelike never before.
  • 45. Categorizing Social MediaSource: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • 46. Accelerating Categorizing Social MediaSource: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • 47. Organizing Accelerating Categorizing Social MediaSource: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • 48. Organizing Accelerating Reacting Categorizing Social MediaSource: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • 49. Organizing Accelerating Reacting Categorizing Social Media ConnectingSource: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • 50. Organizing Accelerating Reacting Categorizing Social Media Connecting CollaboratingSource: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.
  • 51. Organizing Accelerating Reacting Categorizing Social Media Connecting Creating CollaboratingSource: Li, C., & Bernoff, J. (2008). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press. For further details, check out Forrester Resarch, Inc., at groundswell.forrester.com.