chapter 4 Social media in PR

1. Chapter 4-
Social Media in
PR
Present by Anna,
Joseph, Angelica and
Gorve

2. Love Him or Hate Him! Celebrity = Trump
His Celebrity status gave him a voice but social media gave him a platform!

3. PR Management (President Trump)
● Trump is a PR genius thru expert media manipulation, good TV presence
● Richard Nixon lost to JFK because of his lack of TV presence
● He earned himself approx $5billion worth of media attention for free according
to figures reported by Reuters.
● Joined twitter in 2009 and has gained more than 9 million followers and posted
32,000 tweets and only follows 40 accounts.
● Tweeting is a form of “hybrid media” as well as instagram and facebook

4. #MakeAmericaGreatAgain
The power of the hashtag is more powerful than any other social media platform.

5. Social media take over = Winner
https://youtu.be/BCl46eVyYUo

6. Being the butt of the joke or not?
Head of PR team creates a “Revolution” of memes with her Gucci suit.
https://youtu.be/HswoEddXM_Q
The key to a successful PR using Social media is to never disappear from the public
or else people will stop talking about you.

7. PR History and Tactics
Message Management began with church and political propaganda, and was fueled by 20th century
technological and social change.
In the 1940’s PR featured traditional tactics, such a traveling publicity tours.
Media tours were created by Dan Edelman, who went on and founded one of the largest global PR firms in
history.
During the first media tour the Toni Twins were featured. The tour traveled to 75 cities, it was during this
tour that crisis communication was born after the Toni twins were arrested.

8. PR History and Tactics
The Toni twins tour coined the term Crisis communication when Dan Edelman used the arrest of the twins
as a photo opportunity.
National press coverage by the AP and other news organizations was used.
The events led to Edelman’s first 60-page PR plan, a large corporate budget, and the start of Edelman
launching his first PR firm.
Between 1949 and 1952 when Edelman launched his first PR firm, post-war America had quickly adopted
new technology of television. News and politics drew in millions, along with popular shows like I Love
Lucy.
Early television did not have a separation between its content. This included the programming and
advertising, and celebrity scandals generated a need for reputation management.

9. PR History and Tactics
PR today is managed within social media as planned and interactive communication.
Focus is usually on reputation management and crisis communication.
PR is used internally but specifically externally because the need for publicity, government, community
relations and fundraising.
Published academic PR studies fall into three general categories. “Introspective” articles about PR as a
profession, the practice and application of PR and the development of theory. Important areas of
theory within these articles include:
PR/Excellence theory
Organization-Public Relationship
Framing

10. PR Theories
In 1989 Public Relations Theorist James Grunig created four PR theory models.
Press agentry/publicity- “ Protaganistic” PR seeking “media attention in almost any way possible.”
Public Information- “Journalists-in-residence” disseminating “generally accurate information but do not
volunteer negative information.”
Two-way asymmetrical- The Bernays approach uses research and sophisticated manipulation methods
“to identify the messages most likely to produce support of publics without having to change the
behavior of the organization”
Two way symmetrical- Has “effects that a neutral observer would describe as benefitting both
organization and publics through bargaining, negotiating, and strategies of conflict resolution to bring
about symbiotic changes.”

11. Credibility
The quality of being trusted and believed in.
Social media is a bridge for politicians to reach their audience
Twitter, Instagram,facebook
Social media can be a great tool to obtain credibility
Politicians can express their opinions expertise, trustworthiness and sincerity
Social media can also hurt them if their opinions aren’t what the audience want to
hear.

12. Social Capital, Conflict and Collaboration
Social Capital is the ability of individuals and organizations to benefit from
communication behavior.
Learning, problem solving accessing resources through networks
Benefits of Social capital - productive, creates value,gets things done
Using social networking and media to cultivate social capital
Social media can provide collaboration for individual workers
Example individual shoe companies

13. Social Media Tactics
-use of keywords to get around online clutter in searches and stick out
-creates a buzz through twitter and Facebook
-connect the client’s goal through relatable “organic” content
Problems
-used to build trust, can do the opposite too
- brings confusion into what PR actually is

14. PR Newsroom and Message Targeting
-created by Edelman PR to give a fast and integrated platform for marketing
- make relevant content to support traditional, hybrid and social strategies of
brands
-Used real time strategies and planned ones
-paired copywriters, digital designers and video producers with creative
specialists

15. PR for promotion
Blogging
- Give a voice to personal and company brands
- Majority aren’t paid and independent
- Used to create personal brands and promote products(ex.books)
PR tools
- Used social media to generate brand interest from customers
- Reward loyal customers by releasing announcements through social media(ex.
Facebook, twitter)

16. https://www.youtube.com/watch?v=nFDqvKtPgZo&list=PL484F058C3EAF7FA6

17. Corporate social responsibility & Non-
profits-employees and company all hold responsibility with social media
- Self-regulation>Government regulation for social good
-Social media gives customer faster way to get company response and give feedback
(ex.Yelp)
Non-Profits
- Low budget ways to bring interest in fundraising campaigns and community
events

18. Successes and Failures
Successes
- CEO plays an important role in blogging and company reputation
- Able to handle media and public backlashes by customers
- Know how to deal with criticism and attacks
Failures
-Using Social Media to make an offensive message towards your customers(ex. In
book- “I find it ironic that Detroit is known as #motorcity and yet no one here knows
how to fucking drive”