PR Tactics in the Digital Age

Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 13
Internet and Social Media: Role &
Scope in Public Relations

Chapter 13 Objectives
 Understand why the Internet is a
communications revolution
 Organize and design an effective website
 Be familiar with the mechanics of doing a
webcast
 Use social media and networking as public
relations tactics
 Know the potential of mobile-enabled content to
reach future audiences

The Internet:
Pervasive in Our Lives
 The Internet
created two
spheres of influence
that are constantly
interacting
 Mediasphere
 Blogosphere
 Caused the
democratization of
information around
the world
 Characteristics of the
new media system
 Widespread
broadband
 Cheap/free, easy-to-
use online publishing
tools
 New distribution
channels
 Mobile devices
 New advertising
paradigms

The Internet:
Pervasive in Our Lives, cont.

The World Wide Web
 From a public relations standpoint, a website is
literally a distribution system in cyberspace
 The Web has become a major source of
information for journalists
 Value for marketing communications
 Information about the organization and reputation
 A list of product lines
 Technical support
 How to order products and services
 List of various services available

The World Wide Web, cont.
 Making a website
interactive
 Pull, not push model
 Managing a website
 Requires cross-
functional teams
 Brings in expertise
from several
departments

 Podcast
 3 advantages
 Cost-effectiveness
 24/7 access by users
 Portability
 Common Purposes
 News about company
 In-depth interviews
 Provide insight to
consumers about
products/services
 Employee training
 Webcast
 Saves time and
money on travel
 Greater attendance

 Wikis: Saving Trees
 Invite all users to edit
any page within the site
using a basic browser
 Promote meaningful
topic association among
different pages
 Involve visitors in
ongoing process of
creation and
collaboration
 Blogs: Everyone is a
Journalist
 Cost-effective PR
tool to reach publics
 3 main types
 Organizational Blogs
 Employee Blogs
 Third-Party Blogs

The Tsunami of Social Media
 3 major changes for public relations
 Increased opportunities for two-way dialogue
 Communication must be more authentic and credible
 Social media as fully integrated PR tactic

Facebook:
King of the Social Networks
 Over 1 billion users
70% are outside of the U.S.
 150 million daily visitors
 Why PR should make use of Facebook
Gaining consumer insights
Building brand awareness
Creating customer loyalty

A Snapshot of Facebook in 2013

Twitter:
Saying it in 144 Characters
 Basic guidelines for PR professionals
Think outside the box
Tell as story
Avoid bulletin board syndrome
Don’t be a “twammer”
Update on a daily basis
Use Twitter in a crisis
Thing twice before posting

LinkedIn:
The Professional Network
 200 million users
50% in U.S.
 How it works
Allows individuals to connect with other
professionals in their fields
Resource for finding jobs/promotions
 Employers often check résumés against
LinkedIn profiles

YouTube:
King of Video Clips
 2nd most popular search engine site after Google
 Some things to consider
 Over 80% of companies use online video in their
marketing programs
 Photos and videos drive engagement
 Consumers are more likely to buy after seeing video
 Organizations develop dedicated YouTube
channels
 Often employ humor, but don’t have to

Sharing Photos
 Flickr
 6 billion photos
 Uses for PR
 Find photos or videos
to use on organization’s
sites
 Make photos available
for possible use by
other individuals
 Instagram
 Owned by Facebook
 Primarily used on
mobile devices to
share photos on SNSs
 Uses for PR
 Allow users access to
content via mobile
devices

Pinterest
 Highly integrated with other SNSs
 Allows users to express preferences across
broad array of topics and content
 Tips for PR
 Use high-quality, creative photos
 Write short (20-word) descriptions
 Transform data into visual infographics
 Integrate with Facebook, Twitter, blogs, etc.

Social Interaction in the
Internet Age

The Rising Tide of
Mobile-Enabled Content
 Increased use of smartphones
 45% of U.S. population has smartphone
 Projected to be 70% by 2017
 1 billion smartphone users worldwide
 Projected to be 2 billion by 2015
 Smartphone usage patterns and considerations
 2+ hours daily communicating and using social media
 80% check smartphone with 15 minutes of waking up
 80% have phone on or near them during waking day
 “Connectedness” most common sentiment

The Rising Tide of
Mobile-Enabled Content, cont.
 An ocean of apps
 80% of time on mobile
devices using apps
 40 billion yearly app
downloads
 Tips for creating app
 Simple to use
 Meets consumer needs
 Original
 Promotes interactivity
 Well-publicized
 10 most popular
 E-mail
 Web browsing
 Facebook
 Maps/directions
 Games
 General search
 Share/post photos
 Read news, sports
 Local search
 Watch TV/video

The Rising Tide of
Mobile-Enabled Content, cont.
 Quick Response
Codes
 QR codes connect
mobile users to
organizational content
 Often used in media
relations content
 Texting

PR Tactics in the Digital Age

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