Chapter 4 review

1. Kean Quatro
Team Quatro: Daniel Silletti, Adam Kennedy, Melissa
Aponte & Estephan Donado

2. Social Media in Public
Relations

3. Public Relations in Social Media
- PR- A Strategic communication process that builds mutually beneficial
relationships between organizations and their publics.
- PR social media allows an organization to connect directly with its audience
and build a profile.
- Allows them to learn about the audience and what they are doing.
- Great content, newsworthy material will lead to success in Social Media.
- Twitter and Facebook are two of the most common social media

4. PR Management
eCommerce
Google analytics, social media data dashboards
KPIs (Key Performance Indicators)
Social Media Benefits
Customer Brand Loyalty
Influence

5. The Media Cloverleaf

6. @EdelmanPR
The Media Clover
Hamburg Principles
Armano’s Five Content Archetypes
1. Curated Content
2. Co-Created Content
3. Original Content
4. Consumer-Generated Content

7. PR Blogging and Case Studies
Personal/Company Brand Voice
Old spice - Videos
Microsoft - Twitter
Hershey’s - Facebook
Announcements as incentive

8. Social Media Tactics
Historically PR people had a heavy reliance on the simple press release or newsletter.
-Digital Age changed everything.
-Designed today for online consumption by news media and general public.
-PR people search for “traction” in a cluttered world of social media.
- Social media has given PR firms the opportunity to use it as a pulpit to
humanize a brand. PR is now able to be taken to a human level.

9. Social Media Tactics
- Social Media tends to blur the lines between PR, advertising and marketing.
- While PR may emphasize brand awareness, influence or positive sentiment, marketing ultimately
seeks conversion from interaction to sales.
Examples
-Media Releases
-Media angles/pitches

11. PR Newsrooms and Message Targeting
- PR firms developed Creative Newsrooms to address the
need for real-time social media monitoring,
response and strategy. Hiring former journalists to
Staff the newsroom.
- PR firms focus on client media storytelling to engage the audience.
- Real-time social media is transforming marketing and PR.

12. PR Plus Social Media

13. PR Theories
PR Tactics:
- Connected through Social Media
- Strategies are as important as tactics

14. Grunig’s Four PR Theories
- Press Agentry Model
- Public Information Model
- Two Way A-symmetric Model
- Two Way Symmetric Model

16. Press Agentry Model
- News
- Accuracy and Credibility
- Persuasion and Manipulation

17. Public
Information
Model
- Accuracy of the message
- Ethicality
- Used by Government Agencies, Military Units,

18. Two Way A-symmetric Model
- Feedback
- Specific Targets
- Psychology of The Audience

19. Two Way Symmetric Model
- Ethicality
- Dialogue, not Monologue
- Mutually Beneficial Solutions

21. Social Capital
- Gaining social Capital
- Opportunities

22. With so much attention being paid to seemingly self-serving company and
brand efforts with social media, new interests are beyond sale and profits
have been brought up. CSR asks companies to consider the effects of their
businesses.
CSR helped by emphasizing social responsibility for individuals, groups and
companies.
CSR can be seen as a way to develop legal, ethical and global best practices
within large corporations.
Corporate Social Responsibility (CSR)

23. Non-Profits
Non-Profits don’t have the same budget as most companies to spend on media.
So social media is an outlet where they hope to get the most earned PR.
Non-Profits use this outlet to cultivate social friends and fans, drive traffic to
fundraising campaign sites, and generate interest in community events.
https://ourrevolution.com/issues

24. Successes
Chief executive officers (CEO) play an important role in developing social media PR
success stories.
When a CEO becomes a thought leader, she or he has the potential to influence
conversation and followers.
A great example for this is Steve Jobs

25. Failures
The book states the most common problem for individuals and companies failing in
public relations side is the lack of planning and delivering messages clearly.
Among many examples, one that stood out to me was from a former Chrysler
employee who believed he was tweeting through his private account instead of
Chrysler’s official twitter.

26. Lessons
PR practitioners have learned how to use social media in a more effective way within
the past decade.
1. Measure what matters- impressions and ad equivalency are moot points if your
media efforts aren’t impacting the company's bottom line.
2. Re-think media placements- social sharing, online pieces are often driving
conversation better than print coverage.
3. Adopt a channel-agnostic approach- by connecting content across earned, owned,
and paid media, brands can tell a cohesive story that resonates with discerning

27. Kahoot!