PR in Social Media Presentation

1. SOCIAL MEDIA IN PUBLIC RELATIONS
By Korin Lamourt
October 15, 2018

2. PUBLIC RELATIONS
•Strategic communications process that builds mutually
beneficial relationships between organizations and their
publics -PRSA

3. TRADITIONAL PRTACTICS
•Press Kit
•Press Release
•MediaAlert
•Pitch
•Press Conference
•Events

4. CURRENT CHALLENGES
• 24-hour news cycle
• How we consume news
• Dwindling traditional outlets
• Overwhelming demands on traditional journalists

5. CURRENT CHALLENGES
• https://www.youtube.com/watch?annotation_id=annotation_1606236879&feature=iv&src_vid=N53jv2r12Tk&v=bq2_wSs
DwkQ

6. CURRENT CHALLENGES
• Social media is now primary means of news of news discovery
• News you read is often different than news you say you read
• Journalism as social currency
• Journalists stay relevant by creating shareable / social-friendly stories
• PR programs must do the same
-Edelman 2015

7. AN UPDATED APPROACH

8. NEW MODELS

9. NEW MODELS

10. NEW MODELS

11. INTEGRATED PRTACTICS
•Simultaneous announcements via social and traditional
•Covering speeches, conferences, events
•Hijacking trending topics

12. Failures

13. SOCIAL MEDIA IN PUBLIC RELATIONS
Case Studies

14. WAGSTAFF CASE
STUDY“DONUT DISTURB” GROWS BUSINESS AT JW MARRIOTT DESERT
SPRINGS
INITIATIVE
Create a new buzz-worthy offering that would
appeal to media and lead to group room sales.
APPROACH
 Wagstaff researched the latest travel and food
trends and recommended the pastry team
create an oversized offering
 Following the team’s decision to create a 10-
pound doughnut, Wagstaff created a “DoNut
Disturb” package highlighting the donut as the
latest trend in room service, perfect for groups
 Wagstaff distributed a targeted pitch to local,
regional, and national press announcing the new
package
 Invited Foodbeast for an exclusive behind-the-
scenes look at the makings of the 10-pound
donut and facilitated creative production and
secured rights to share assets with other media
 Wagstaff facilitated two segments capturing the
unveiling of the 10-pound and celebratory 100-
pound donut with major local news station
 Wagstaff also secured images to share with top-
tier social media influencers
RESULTS
 Secured 212,156,772 impressions from print
and online media placements
 Secured a dedicated news video on Foodbeast
with teasers on Instagram and Facebook
 Within one week of launching the package,
Wagstaff secured coverage in top-tier local and
national publications including TODAY.com,
FOX News, Eater National, Refinery29,
ExtraCrispy.com, POPSUGAR, and more
 Within two days of press, the package was
booked multiple times and the resort received
calls for individual donuts
 Secured social media coverage on
@LosAngelesEateries (417k followers),
@donutscookiesandicecream (246k followers),
and more
14
JW MARRIOTT DESERT SPRINGS | PALM DESERT,
CALIFORNIA

15. WAGSTAFF CASE
STUDY
WAGSTAFF CASE
STUDYINFLUENCING HOUSTONIANS
INITIATIVE
Build local awareness and excitement around the Marriott Marquis Houston’s soft opening in
December 2016 by leveraging the local creative community and social influencers in the area
APPROACH
 Launched and oversaw the #MyHoustonPOV Instagram photo contest, which encouraged the
property’s social media audience to share images of their individual and creative points-of-view
on Houston via Instagram in hopes of winning a weekend stay prize package. The
#MyHoustonPOV contest was launched concurrently with the Instagram audience reaching
10,000 followers
 Identified and secured local Houston social media influencers to participate as judges and
engage with the hotel’s followers
RESULTS
 The contest received a total of 1,293 entries; 214,285 engagements; 4.3 million impressions
 The hotel’s Instagram followers increased 86 percent from 9,906 to 18,363; engagement rate
increased by 4.9 percent
MARRIOTT MARQUIS HOUSTON | HOUSTON,
TEXAS
15

16. WAGSTAFF CASE
STUDY
WAGSTAFF CASE
STUDYNAVIGATING A NATURAL DISASTER
INITIATIVE
Work with Carneros Resort and Spa in Napa
Valley before, during, and after the October
wildfires to keep the resort top-of-mind while it
closed for safety precautions and to promote
tourism back to the region once the resort re-
opened
APPROACH
 Pitched local, regional, and national stories
to promote tourism by way of rebuilding
Napa Valley
 Encouraged media visitors to use Visit Napa
Valley’s hashtag #NapaValleySpirit
 Collaborated on a community-driven event
supporting Napa Valley Community
Foundation Disaster Relief Fund
 Audited and shared messaging from the
competitive set throughout the duration of
the wildfires
 Drafted quotes on the state of the resort for
the managing director to be used for reactive
media inquiries
 Drafted daily messages with wildfire and
resort updates for website and social feeds
 Prepared daily captions and statements with
closure and re-opening updates
RESULTS
 Secured coverage promoting Carneros and
Wine Country tourism in support of wildfire
relief in Marin Magazine (online), Town &
Country (online), Diablo (print and online), San
Francisco Business Times, Napa Sonoma
Magazine, and more
 Ensured clear messaging that the resort
remained undamaged, with no injuries
sustained, and closed only for safety
precautions
 Celebrity Hairstylist Jen Atkin stayed at
Carneros over Thanksgiving, spreading the
word that Napa Valley is open for business
and utilizing the #NapaValleyStrong hashtag,
encouraging area tourism
 “Carneros Autumn Fest: Gather and Give,” the
event supporting Napa Valley Community
Foundation Disaster Relief Fund, raised over
$20,000
CARNEROS RESORT AND SPA | NAPA VALLEY,
CALIFORNIA
16

17. GROUP EXERCISE!