0
The New Tools of Public Relations:
                 Social Media
                       l   d

                       a pr...
My Info
     Pete Codella APR (Accredited in Public Relations)
          Codella,
     President | Codella Marketing
     ...
Agenda
     • How social media has changed the role of
       public relations
     • An effective inbound marketing strat...
If I were a financial planner…




                       …I’d tell you to diversify.

CodellaMarketing.com               ...
I’m a public relations p
               p                practitioner




                       And I’m telling you to di...
Multiple channel communication
          No longer a press release but a news release
     •
          No need to rely on ...
Some of my channels
                                Web Site

                                      Blog

                ...
Self-
                       Self-Publishing
     • Public relations is no longer primarily focused
       media relations...
I’m Italian
                            Im




               My lasagna’s different from your lasagna

CodellaMarketing.c...
Different is good
          Diversity
     •
          Strategy
     •
          Engagement
     •
          Measurement
 ...
Meatball sundae anyone?




CodellaMarketing.com                             PeteCodella.com
Be strategic
     • Just because it’s there doesn t mean you have
                     it s      doesn’t
       to use it
...
How many baskets?




                       Don’t put all your eggs in one basket

CodellaMarketing.com                  ...
Web 2.0 Strategy

                               Your
                              Website


                        Inte...
Effective inbound marketing


             Inbound marketing is the process by which
                  you drive traffic t...
Who s your daddy?
                       Who’s
     • Your corporate Web site is no longer your
       home page
     • Go...
The Google
                       Golden Triangle




CodellaMarketing.com                     PeteCodella.com
The golden child
     • Social media has proven to be most effective
       at search placement
     • Search engine optim...
Social media tools
          RSS (really simple syndication)
     •
          Blogging and microblogging
     •
          ...
NewsGator




CodellaMarketing.com               PeteCodella.com
Google’s RSS reader




CodellaMarketing.com                         PeteCodella.com
Blogging and microblogging
          Corporate blog(s)
     •
          Twitter
     •
          Yammer
     •
          S...
Online newsrooms
          RSS feed for announcements
     •
          Social media toolbar
     •
          Multimedia
  ...
Newsroom effectiveness




CodellaMarketing.com                            PeteCodella.com
Search placement




CodellaMarketing.com                      PeteCodella.com
LinkedIn and Facebook




CodellaMarketing.com                           PeteCodella.com
Multimedia sharing
                                        g




CodellaMarketing.com                        PeteCodella.c...
Wikis




CodellaMarketing.com           PeteCodella.com
Social media campaign




CodellaMarketing.com                           PeteCodella.com
Who s driving?
                          Who’s
     • We the people
       We,
     • Think TiVo




                     ...
Change is the only constant
          Always something new
     •
          Difficult to keep up
     •
          Don’t b ...
A.P.A.

      Now it’s time for . . .

                       Ask Pete Anything!




CodellaMarketing.com                 ...
Slides will be published


                       In
                       I my corporate newsroom at
                   ...
My Info
     Pete Codella APR (Accredited in Public Relations)
          Codella,
     President of Codella Marketing
    ...
Thank You!




CodellaMarketing.com                PeteCodella.com
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New Tools of Public Relations: Social Media

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A presentation for the Brigham Young Univeristy Public Relations Student Society of America on how new social media tools have changed the role of public relations practitioners.

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Transcript of "New Tools of Public Relations: Social Media"

  1. 1. The New Tools of Public Relations: Social Media l d a presentation for BYU PRSSA by Pete Codella, APR February 11, 2009 CodellaMarketing.com PeteCodella.com
  2. 2. 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
  3. 3. 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 CodellaMarketing.com PeteCodella.com
  4. 4. If I were a financial planner… …I’d tell you to diversify. CodellaMarketing.com PeteCodella.com
  5. 5. I’m a public relations p p practitioner And I’m telling you to diversify! Im CodellaMarketing.com PeteCodella.com
  6. 6. 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 CodellaMarketing.com PeteCodella.com
  7. 7. Some of my channels Web Site Blog Twitter Facebook Flickr CodellaMarketing.com PeteCodella.com
  8. 8. 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 CodellaMarketing.com PeteCodella.com
  9. 9. I’m Italian Im My lasagna’s different from your lasagna CodellaMarketing.com PeteCodella.com
  10. 10. Different is good Diversity • Strategy • Engagement • Measurement • CodellaMarketing.com PeteCodella.com
  11. 11. Meatball sundae anyone? CodellaMarketing.com PeteCodella.com
  12. 12. 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 CodellaMarketing.com PeteCodella.com
  13. 13. How many baskets? Don’t put all your eggs in one basket CodellaMarketing.com PeteCodella.com
  14. 14. Web 2.0 Strategy Your Website Internet Social Marketing Media Maximum Impact CodellaMarketing.com PeteCodella.com
  15. 15. Effective inbound marketing Inbound marketing is the process by which you drive traffic to your content, specifically online content. CodellaMarketing.com PeteCodella.com
  16. 16. Who s your daddy? Who’s • Your corporate Web site is no longer your home page • Google search is CodellaMarketing.com PeteCodella.com
  17. 17. The Google Golden Triangle CodellaMarketing.com PeteCodella.com
  18. 18. 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 CodellaMarketing.com PeteCodella.com
  19. 19. Social media tools RSS (really simple syndication) • Blogging and microblogging • Online O li newsroom • Social (virtual) networking • Multimedia sharing • Wikis • CodellaMarketing.com PeteCodella.com
  20. 20. NewsGator CodellaMarketing.com PeteCodella.com
  21. 21. Google’s RSS reader CodellaMarketing.com PeteCodella.com
  22. 22. Blogging and microblogging Corporate blog(s) • Twitter • Yammer • Status updates on social networking sites • CodellaMarketing.com PeteCodella.com
  23. 23. 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) CodellaMarketing.com PeteCodella.com
  24. 24. Newsroom effectiveness CodellaMarketing.com PeteCodella.com
  25. 25. Search placement CodellaMarketing.com PeteCodella.com
  26. 26. LinkedIn and Facebook CodellaMarketing.com PeteCodella.com
  27. 27. Multimedia sharing g CodellaMarketing.com PeteCodella.com
  28. 28. Wikis CodellaMarketing.com PeteCodella.com
  29. 29. Social media campaign CodellaMarketing.com PeteCodella.com
  30. 30. Who s driving? Who’s • We the people We, • Think TiVo Not prime time but my time CodellaMarketing.com PeteCodella.com
  31. 31. 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 • CodellaMarketing.com PeteCodella.com
  32. 32. A.P.A. Now it’s time for . . . Ask Pete Anything! CodellaMarketing.com PeteCodella.com
  33. 33. Slides will be published In I my corporate newsroom at t t News.CodellaMarketing.com CodellaMarketing.com PeteCodella.com
  34. 34. 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
  35. 35. Thank You! CodellaMarketing.com PeteCodella.com
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