Plenary Session Strategic Considerations and Best Practices
THE LIFE OF THE PARTY <ul><li>William E. Sledzik, APR, Fellow PRSA Kent State University </li></ul>
 
Sledzik’s Theory on the new social media They’re  not  so new… not in theory!
Grunig & Hunt’s 4 Models  of Public Relations Practice (1983)
Adapted from http://iml.jou.ufl.edu/projects/Fall99/Westbrook/models.htm Press agentry/ publicity model One-way Communicat...
2-way symmetrical model <ul><li>Research gauges public needs  and expectations </li></ul><ul><li>Research leads to strateg...
Pat Jackson Public relations is at its core a philosophy based on the premise that people have a right to participate in d...
Let’s compare <ul><li>2-way symmetrical (1983) </li></ul><ul><li>vs. </li></ul><ul><li>Web 2.0 model (1999) </li></ul><ul>...
“ Cluetrain Manifesto” vs. Pat Jackson <ul><li>Cluetrain: Markets are  conversations . Markets consist of human beings, no...
“ Cluetrain Manifesto” vs. Pat Jackson <ul><li>Cluetrain: Companies can now communicate with their markets  directly . </l...
“ Cluetrain Manifesto” vs. Pat Jackson <ul><li>Cluetrain: Companies need to lighten up and take themselves less seriously....
“ Cluetrain Manifesto” vs. Pat Jackson <ul><li>Cluetrain: Markets do not want to talk to flacks and hucksters. They want t...
Social media “must-reads”
Also of interest
Web 2.0 is 2-way symmetrical PR—only digital <ul><li>Listen carefully and adapt to meet public needs and expectations. </l...
It’s not too late for join the conversation.   Thing are just  getting interesting!
I LIKE SHINY THINGS <ul><li>Dino V. Baskovic Lawrence Technological University / Vincena </li></ul>
Will you crash the web?
The year was 1990… <ul><li>You couldn’t touch MC Hammer </li></ul><ul><li>The web was born </li></ul><ul><li>You  adopted ...
A “new” web to learn? <ul><li>So many new tools, so little time </li></ul><ul><li>Budgets only go so far </li></ul><ul><li...
New tools, same rules <ul><li>Don’t rush to replace </li></ul><ul><li>See what works & message accordingly </li></ul><ul><...
It’s the usability, stupid <ul><li>Widgets can be clunky </li></ul><ul><li>Blogs, feeds get unwieldy </li></ul><ul><li>Bas...
“Miranda 2.0” <ul><li>Your web history goes  Wayback </li></ul><ul><li>Mobile comms make us abbr </li></ul><ul><li>Faceboo...
Show off the shiny <ul><li>Explore the new tools of the trade </li></ul><ul><li>Find the right strategic balance </li></ul...
LET’S SEE THE GOODS <ul><li>Michele E. Ewing, APR Kent State University </li></ul>
Best Practices Criteria CONVERSATION NARROW AUDIENCE RESEARCH INTEGRATE RULES OF ONLINE RESPONSE  MECHANISM
Dove’s Real Beauty http:// www.campaignforrealbeauty.com/home.asp   http:// www.campaignforrealbeauty.com/home.asp
English Cut <ul><li>Blog http :// www.englishcut.com / </li></ul><ul><li>BusinessWeek Podcast http ://www.businessweek.com...
Goodwill of  Greater Washington   <ul><li>Goodwill Online Store http ://stores.ebay.com/DC-Goodwill-Retail-Store / </li></...
Vyatta <ul><li>“ The versatile open-source application can direct data traffic for a giant corporation as easily as it can...
Vyatta <ul><li>Vyatta Community http :// www.vyatta.com/community/index. php </li></ul><ul><li>Dear John Campaign http ://...
LAFD and Red Cross   <ul><li>Red Cross Twitter http :// overtonecomm .blogspot.com/2007/10/red-cross-uses-social-media-too...
Whirlpool’s American Family <ul><li>American Family Podcasts http ://www.whirlpool.com/custserv/promo.jsp?sectionId= 563 <...
DONATE LIFE OHIO <ul><li>PR Kent Kent State University </li></ul>
Donate Life Ohio <ul><li>FaceBook http://www.facebook.com/group.php?gid=8182077415 </li></ul><ul><li>Flash Mob http:// www...
Be a Hero <ul><li>http:// www.doitnowohio.org/kent / </li></ul>
© 2008
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Plenary Session: You Too Social Media Conference (3/08)

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Visuals from the opening session featuring Bill Sledzik, Dino Baskovic and Michele Ewing

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  • Voici une excellente présentation où on y établit un parallèle des plus intéressants entre Le Manifeste des évidences (Cluetrain Manifesto), le modèle de la communication bidirectionnelle symétrique de Grunig et les réflexions du regretté Patrick Jackson que j'ai eu la chance de rencontrer à deux reprises (Chicago en 2000 et Vancouver en 1996).
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Plenary Session: You Too Social Media Conference (3/08)

  1. 4. Plenary Session Strategic Considerations and Best Practices
  2. 5. THE LIFE OF THE PARTY <ul><li>William E. Sledzik, APR, Fellow PRSA Kent State University </li></ul>
  3. 7. Sledzik’s Theory on the new social media They’re not so new… not in theory!
  4. 8. Grunig & Hunt’s 4 Models of Public Relations Practice (1983)
  5. 9. Adapted from http://iml.jou.ufl.edu/projects/Fall99/Westbrook/models.htm Press agentry/ publicity model One-way Communication Uses persuasion & manipulation to influence Public Information model One-way communication Uses publicity and other one-way techniques to distribute information. Public relations practitioner operates as &quot;journalist in residence.” Two-way asymmetrical model Two-way unbalanced communication Uses persuasion and manipulation based on research to influence audience and bring about desired behaviors. Research is NOT to learn how it publics feel about the organization, but simply to help position persuasive messages. Two-way symmetrical model Two-way communication Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its public(s).
  6. 10. 2-way symmetrical model <ul><li>Research gauges public needs and expectations </li></ul><ul><li>Research leads to strategy that adapts organization to publics needs and expectations </li></ul><ul><li>Facilitated by ongoing conversations/exchanges with key publics and influencers </li></ul><ul><li>Negative feedback and criticism are welcome </li></ul><ul><li>Public has more control, management less control </li></ul>Jim Grunig
  7. 11. Pat Jackson Public relations is at its core a philosophy based on the premise that people have a right to participate in decisions that affect their lives.
  8. 12. Let’s compare <ul><li>2-way symmetrical (1983) </li></ul><ul><li>vs. </li></ul><ul><li>Web 2.0 model (1999) </li></ul><ul><li>The Cluetrain Manifesto </li></ul>
  9. 13. “ Cluetrain Manifesto” vs. Pat Jackson <ul><li>Cluetrain: Markets are conversations . Markets consist of human beings, not demographic sectors. </li></ul><ul><li>Jackson: Publics are people, so treat ‘em that way. Talk with them, not at them. </li></ul>
  10. 14. “ Cluetrain Manifesto” vs. Pat Jackson <ul><li>Cluetrain: Companies can now communicate with their markets directly . </li></ul><ul><li>Jackson: The mass media tend to filter and distort our messages, and people aren’t listening anyway. Go direct. Get face to face. Talk. Listen. </li></ul>
  11. 15. “ Cluetrain Manifesto” vs. Pat Jackson <ul><li>Cluetrain: Companies need to lighten up and take themselves less seriously. They need to get a sense of humor . </li></ul><ul><li>Jackson: Show the public your human side. Drop the facade. </li></ul>
  12. 16. “ Cluetrain Manifesto” vs. Pat Jackson <ul><li>Cluetrain: Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall. </li></ul><ul><li>Jackson: Involve public in the decisions that affect their lives. Focus on participation, not persuasion. Connect to people. </li></ul>
  13. 17. Social media “must-reads”
  14. 18. Also of interest
  15. 19. Web 2.0 is 2-way symmetrical PR—only digital <ul><li>Listen carefully and adapt to meet public needs and expectations. </li></ul><ul><li>Expand the discussion beyond management, beginning with employees and close allies. </li></ul><ul><li>Welcome criticism and discussion, even when it bruises the organizational ego. </li></ul><ul><li>Expand participation in decisionmaking. Empower. </li></ul><ul><li>Experiment, experiment, experiment! </li></ul>
  16. 20. It’s not too late for join the conversation. Thing are just getting interesting!
  17. 21. I LIKE SHINY THINGS <ul><li>Dino V. Baskovic Lawrence Technological University / Vincena </li></ul>
  18. 22. Will you crash the web?
  19. 23. The year was 1990… <ul><li>You couldn’t touch MC Hammer </li></ul><ul><li>The web was born </li></ul><ul><li>You adopted , advocated , advanced </li></ul>
  20. 24. A “new” web to learn? <ul><li>So many new tools, so little time </li></ul><ul><li>Budgets only go so far </li></ul><ul><li>Stakeholders are increasingly fickle </li></ul>
  21. 25. New tools, same rules <ul><li>Don’t rush to replace </li></ul><ul><li>See what works & message accordingly </li></ul><ul><li>Augment & measure </li></ul>
  22. 26. It’s the usability, stupid <ul><li>Widgets can be clunky </li></ul><ul><li>Blogs, feeds get unwieldy </li></ul><ul><li>Basic UI and design breaks </li></ul>
  23. 27. “Miranda 2.0” <ul><li>Your web history goes Wayback </li></ul><ul><li>Mobile comms make us abbr </li></ul><ul><li>Facebook friends can be your enemy </li></ul><ul><li>You must always be on-duty </li></ul>
  24. 28. Show off the shiny <ul><li>Explore the new tools of the trade </li></ul><ul><li>Find the right strategic balance </li></ul><ul><li>You won’t crash the web, I promise </li></ul>
  25. 29. LET’S SEE THE GOODS <ul><li>Michele E. Ewing, APR Kent State University </li></ul>
  26. 30. Best Practices Criteria CONVERSATION NARROW AUDIENCE RESEARCH INTEGRATE RULES OF ONLINE RESPONSE MECHANISM
  27. 31. Dove’s Real Beauty http:// www.campaignforrealbeauty.com/home.asp http:// www.campaignforrealbeauty.com/home.asp
  28. 32. English Cut <ul><li>Blog http :// www.englishcut.com / </li></ul><ul><li>BusinessWeek Podcast http ://www.businessweek.com/mediacenter/qt/podcasts/podcasting/thomas_mahon20051025.mp3 </li></ul>
  29. 33. Goodwill of Greater Washington <ul><li>Goodwill Online Store http ://stores.ebay.com/DC-Goodwill-Retail-Store / </li></ul><ul><li>Blog http:// dcgoodwillfashions.blogspot.com / / </li></ul><ul><li>Virtual Fashion Show http://fashionofgoodwill.org/ </li></ul><ul><li>Buzz on the Buzz Bin http://www.livingstonbuzz.com/blog/2007/08/29/case-study-goodwills-social-media-strategy/ </li></ul><ul><li>Washington Post Story http://www.washingtonpost.com/wp-dyn/content/article/2007/10/28/AR2007102801139.html </li></ul>
  30. 34. Vyatta <ul><li>“ The versatile open-source application can direct data traffic for a giant corporation as easily as it can manage a home Wi-Fi network… Vyatta’s router will cost about a fifth the price of comparable models from big networking equipment makers such as Cisco Systems.” </li></ul><ul><ul><ul><ul><ul><li>- Om Malik, GIGAOM </li></ul></ul></ul></ul></ul>
  31. 35. Vyatta <ul><li>Vyatta Community http :// www.vyatta.com/community/index. php </li></ul><ul><li>Dear John Campaign http :// www.vyatta.com/secret/dearjohn/index.php </li></ul><ul><li>Leveraging Influential Bloggers http://gigaom.com/2006/02/23/here-comes-open-source-telecom/ http :// blogs.zdnet.com/BTL/?p = 2626 http :// blogs.zdnet.com/Ou/?p = 182 </li></ul>
  32. 36. LAFD and Red Cross <ul><li>Red Cross Twitter http :// overtonecomm .blogspot.com/2007/10/red-cross-uses-social-media-tools-to. html </li></ul><ul><li>LAFD Twitter http://twitter.com/LAFD </li></ul><ul><li>Blog Posts http://overtonecomm.blogspot.com/2007/10/red-cross-uses-social-media-tools-to.html http://gigaom.com/2007/10/23/web-20-the-california-fire-crisis/ </li></ul><ul><li>Bookmarking http://del.icio.us/AmericanRedCross/california </li></ul>
  33. 37. Whirlpool’s American Family <ul><li>American Family Podcasts http ://www.whirlpool.com/custserv/promo.jsp?sectionId= 563 </li></ul><ul><li>Reporters, Bloggers and other Podcasters Promote http://trafcom.typepad.com/podcast/2005/10/show_8_oct_31_2.html http://www.businessweek.com/magazine/content/05_46/b3959134.htm?chan=tc http://blogs.forrester.com/charleneli/2005/09/whirlpool_is_po.html http://www.businessweek.com/the_thread/blogspotting/archives/2005/09/whos_podcasting.html http://www.gillin.com/ podcast_innovators. htm </li></ul>
  34. 38. DONATE LIFE OHIO <ul><li>PR Kent Kent State University </li></ul>
  35. 39. Donate Life Ohio <ul><li>FaceBook http://www.facebook.com/group.php?gid=8182077415 </li></ul><ul><li>Flash Mob http:// www.miamistudent.net/home/index.cfm?event = displayArticle&uStory_id =2ce0274e-93a3-46ba-938f-e516c397576f </li></ul><ul><li>Basecamp Wiki https:// donatelifeohio.grouphub.com /login http:// www.basecamphq.com /signup </li></ul><ul><li>Digital Story </li></ul><ul><li>Blog </li></ul>
  36. 40. Be a Hero <ul><li>http:// www.doitnowohio.org/kent / </li></ul>
  37. 41. © 2008

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