PRSA Workshop  Highlights
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    PRSA Workshop  Highlights PRSA Workshop Highlights Presentation Transcript

    • The Renaissance is Now
      2009 Communications Summit
    • Building a Digital Tapestry:How to Activate Social Media Platforms
      Panelists
      Tara Hall- AS at The Marketing Arm
      Mike D. Merrill- SAE at New media Gateway
      Brian Penrod- Program manager for interactive media for Susan G. Komen.
    • Tips for creating a sustainable conversation online
      1. Consider what the audience wants to hear
      2. Once the conversation is started, NEVER stop
      3. Get organized. Plan an editorial calendar or strategy
      -when’s the best time to reach your audience?
      You’ve set up your brands Twitter/Facebook, now what?
      • Social media is not one size fits all.
      • Every brand has a personality, every personality is unique.
      • Ex. Southwest Airlines
      • Keep the conversation going in an authentic way that represents your brand
      • Have a crisis communication action plan
      Building a Digital Tapestry:How to Activate Social Media Platforms cont…
    • Measuring the Effectiveness of Social and Traditional Media Campaigns
      Speaker: Linda Rutherford, VP of Communication and Strategic Outreach
      Show me the results!-What did we get for our effort and expense?Why Measure- Pinpointing results is essential for the client -they become supporters when they see results - Serves as a comparison to your competitorsMonitoring Tools- Radian6 Vocus or Google Reader *ROI on social media can sometimes be small, can we afford not to participate?
    • Shift from print to online news has affected the way in which journalists receive news
      Embargoed information is no longer acknowledged
      Relationships between editorial and advertising
      Is it changing?
      How has social media changed the pitch?
      E-mail is still relevant but new platforms allow quicker, more concise interaction
      The Shift of Journalism: The Many Hats Journalists Now Wear