The Role of PR
in Social Media
Michelle Rogerson, APR
New Media Conventions
September 18, 2009

Fundamentals
Collaboration and communication = two-way
communication

Fundamentals
Level playing field
Mutual control - you don’t own your reputation
Participate, don’t dominate
Share

Fundamentals
Savvy consumers with
access to unlimited
information
TRANSPARENCY

Fundamentals
Technological characteristics
Always on
Many formats for distribution and consumption of
content
TV

Social media strategy
Create goals: awareness, change attitudes/behavior
Identify social media that make sense
Consistent, simple messaging
Stick to the fundamentals
React and interact
Measure results

Maintaining a blog
Benefits
Keeps your audience regularly engaged
Opt-in only, consumers pull information
SEO
Conversation
Leave comments open for dialog

Blogger relations
Proactive
Form relationships
Give press credentials and send information
Offer blogger-friendly content

Monitoring & Participating
Podcasts too!

Monitoring & Participating

Social networks
Use profile pages to
cross promote social
media
Niche social
networks
Discussion forums

Twitter
Twitter Search
Manage @replies - TweetDeck,
TwitterFon
TweetBeep
Promote - Site badges,
contests
Send RTs and @replies for
mutual, two-way
communication

Road blocks
Executive and legal
buy-in
Train and develop Web
community
ambassadors
Find the resources

Q&A
Michelle Rogerson, APR
www.ReinaCommunications.biz
@chelbycat