The New Tools of Public Relations:
Social Media
l d
a presentation for BYU PRSSA
by Pete Codella, APR
February 11, 2009
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My Info
Pete Codella APR (Accredited in Public Relations)
Codella,
President | Codella Marketing
Owner | NewsCactus
Pete@CodellaMarketing.com
Pete@CodellaMarketing com
@Codella | @NewsCactus
801.294.7188
CodellaMarketing.com PeteCodella.com

Agenda
• How social media has changed the role of
public relations
• An effective inbound marketing strategy
• Social media tools with which public relations
practitioners should b f ili
ii h ld be familiar
• Q&A throughout; a discussion, not a lecture
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If I were a financial planner…
…I’d tell you to diversify.
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I’m a public relations p
p practitioner
And I’m telling you to diversify!
Im
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Multiple channel communication
No longer a press release but a news release
•
No need to rely on media gatekeepers
•
Expectation of i
i f immediacy and authenticity
di d h ii
•
Move from entertainment to
•
communitainment
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Some of my channels
Web Site
Blog
Twitter
Facebook
Flickr
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Self-
Self-Publishing
• Public relations is no longer primarily focused
media relations
• It’s about utilizing new technology and tools
It s
to provide as much content as possible
• I ’ about engagement, a multi-way
It’s b li
conversation
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I’m Italian
Im
My lasagna’s different from your lasagna
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Different is good
Diversity
•
Strategy
•
Engagement
•
Measurement
•
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Meatball sundae anyone?
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Be strategic
• Just because it’s there doesn t mean you have
it s doesn’t
to use it
• Television didn’t replace radio
didn t
• RACE strategic planning
– Research
– Action/Planning
– Communication
– Evaluation
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How many baskets?
Don’t put all your eggs in one basket
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Web 2.0 Strategy
Your
Website
Internet Social
Marketing Media
Maximum Impact
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Effective inbound marketing
Inbound marketing is the process by which
you drive traffic to your content,
specifically online content.
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Who s your daddy?
Who’s
• Your corporate Web site is no longer your
home page
• Google search is
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The Google
Golden Triangle
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The golden child
• Social media has proven to be most effective
at search placement
• Search engine optimization and search engine
marketing
• Put your eggs in as many baskets as possible
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Social media tools
RSS (really simple syndication)
•
Blogging and microblogging
•
Online
O li newsroom
•
Social (virtual) networking
•
Multimedia sharing
•
Wikis
•
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NewsGator
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Google’s RSS reader
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Blogging and microblogging
Corporate blog(s)
•
Twitter
•
Yammer
•
Status updates on social networking sites
•
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Online newsrooms
RSS feed for announcements
•
Social media toolbar
•
Multimedia
l i di
•
Very useful public relations tool for inbound
•
and search marketing (just like a blog)
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Newsroom effectiveness
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Search placement
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LinkedIn and Facebook
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Multimedia sharing
g
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Wikis
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Social media campaign
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Who s driving?
Who’s
• We the people
We,
• Think TiVo
Not prime time but my time
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Change is the only constant
Always something new
•
Difficult to keep up
•
Don’t b afraid
’ be f id
•
Do or do not . . . there is no try
•
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A.P.A.
Now it’s time for . . .
Ask Pete Anything!
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Slides will be published
In
I my corporate newsroom at
t t
News.CodellaMarketing.com
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My Info
Pete Codella APR (Accredited in Public Relations)
Codella,
President of Codella Marketing
Owner and Operator of NewsCactus
Pete@CodellaMarketing.com
Pete@CodellaMarketing com
@Codella | @NewsCactus
801.294.7188
CodellaMarketing.com PeteCodella.com

Thank You!
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