1153689 pearson education limited ©dia and the internet

1. 1153689 - Pearson Education Limited ©
dia and the Internet than Deidre Breakenridge. The New Jersey
consultant has written a number of books on public relations
uses
of the new media. This is the best.
Early in the book, author Breakenridge confronts public
relations
practitioners with the exhortation that “Social media requires
you to
shift your mindset to unite communications and collaborative
technology.” She then goes on to introduce and explain eight
new
practices that social media introduces to public relations
professionals: (1) policy maker, (2) internal collaborator, (3)
technology tester, (4) communications organizer, (5) pre-crisis
doctor, (6) relationship analyzer, (7) reputation task force
member,
and (8) metrics master.
She examines each of these elements in creative detail,
diagramming their relationship to the overall business entity
and
their navigation in terms of social media. This is original
thinking at
its finest.
Case Study Don’t Mess with the Queen of Social Media
In the 21st century, record sales are depressed. Yet her albums
sell by the

2. millions. She has 60 million followers on Twitter and another
100 million
friends and subscribers among Facebook, YouTube and
Instagram.
She is pop singer Taylor Swift, and in the second decade of the
21st
century, she is the undisputed queen of social media.
How she has mastered the social medium should serve as a
primer for any
individual or organization eager to understand and penetrate the
world’s
most potent communications force. Here’s how she’s done it.
1153689 - Pearson Education Limited ©
Building Relationships
Public relations begins with building relationships, and here
Taylor Swift is
a master. The singer may be a millionaire many times over, but
she never
loses sight of her “Swifties.”
Answering the appeals of the Swift fan base appears to be the
singer’s
number one interest. She builds a relationship with her audience
by
responding to random appeals on Twitter and Instagram. For
example:
A girl named Hannah wrote to the singer that she was being
bullied, so

3. Swift decided to send a heartfelt message encouraging her to
“keep
walking in the sunlight.” The Instagram comment Swift posted
on the
girl’s fan account went viral.
Another fan told the singer of her heartbreak over a lost boy
friend, and
Swift told her to, “Hang in there.” Again, the Instagram went
viral.
Swift used Instagram to wish another fan a happy 16th birthday,
congratulated another on her engagement, and another on
earning her
driver’s license. She even commended the “sense of humor” of
another
teenage follower.
Such interactions occasionally open Swift to attack from the
some of the
more cynical denizens of the Internet, but the more Swift
embraces the
hate, the more popular she gets. With strategic social media
messages like
these to individual fans, Swift has developed a reputation for
caring that
transcends that of any other superstar. Indeed, one Swiftie even
devotes a
Tumblr account to follow Swift’s likes and comments on
Instagram.
Keeping It Real
In the 21st century, everyone from corporate CEOs to
entertainers to the
President of the United States to the Queen of England
communicate via
social media. But how many of them have ghost writers, i.e.
public

4. 1153689 - Pearson Education Limited ©
relations assistants who draft the missives for them? Answer:
Nearly all of
them. Except for . . . Taylor Swift!
While most celebrities, like Britney Spears whose manager
tweets from her
client’s account to the 39 million Britney followers, have social
media
experts writing for them round-the-clock, Swift, by all accounts,
engages
with fans in a raw and natural way, personalizing her social
media
communications.
When a Swift fan tweeted her how she went “bonkers” over a
particular
song at a concert, the singer retweeted that the girl had “made
her day!!!!”
When another fan tweeted about a local dance party with all
Swift songs,
the singer tweeted back, “Wish I was there!!!!”
The Swift social media “touch,” including the multiple!!!!
exclamation
marks, adds to the singer’s authenticity as a social media
presence and, by
extension, as a “real” person. Indeed, in her interviews and
personal
appearances—including the time she threw a private concert for
a six-year-
old Leukemia patient and her two-hour lunch with a 17-year-old

5. girl battling
cancer—Swift comes across as confident, enthusiastic, and the
“real deal.”
Promoting Creatively
The fact that everybody uses social media means that just like
any other
medium, to really score with the new technology, one must use
it creatively.
Here again, Taylor Swift excels.
In 2014, when the singer was about ready to drop her new
album, “1989,”
she enticed a larger audience by dropping clues on Instagram. In
the video,
an unseen person presses the 18th floor button of an elevator,
followed by
a screen shot of her phone, showing the time, 5 p.m. Another
screen shot
mysteriously showed Yahoo!’s search engine.
1153689 - Pearson Education Limited ©
This creative gamification strategy gave her audience an
additional reason
to care about what the singer was leading up to. The outgrowth:
Swift
would debut the album with a live stream on Yahoo at 5 p.m. on
August 18.
Not only did the singer leave the social media clues to entice
interest in the
new album, but she also proceeded to comment, favor, and

6. retweet
individual fan posts about the campaign.
And beyond the social media games, Taylor Swift also is canny
enough to
avail herself of social media’s most fetching commodity—the
cat. So when
the singer walks her cats or goes shopping with them, she makes
a point
of posting the photo for her adoring fans. Predictably, those
fans have
awarded Swift’s cats, Meredith and Olivia, with numerous
social profiles
(Figure 10-8 ).
Such are the initiatives that separate celebrities who merely
understand and
use social media from those who are true social media
prodigies.
Standing for Something
Taylor Swift also distinguishes herself from other social media
users by
demonstrating, through social media postings, that she stands
for
something.
This gutsiness was amply demonstrated in the summer of 2015
when
Apple announced that it didn’t plan to pay artists royalties
during a free,
three-month trial of its new streaming music service.
Immediately after the Apple announcement, Swift posted an
online

7. announcement of her own, saying she would withhold her latest
album
from the service because Apple wasn’t planning to pay artists
and labels
1153689 - Pearson Education Limited ©
directly for the use of their music. In part, the singer posted on
her Tumblr
page:
To Apple, Love Taylor
“We don’t ask you for free iPhones. Please don’t ask us to
provide you with
our music for no compensation.”
She closed by expressing hope that the company might change
its policy
and “change the minds of those in the music industry who will
be deeply
and gravely affected by this.”
And within hours, that’s exactly what the most powerful tech
company in
the world decided to do. Said Apple’s senior vice president,
“When I woke
up this morning and I saw Taylor’s note that she had written, it
really
solidified that we needed to make a change.” And so Apple did,
gently
brought to its knees by the Queen of Social Media (Figure 10-8
)*.

8. Questions
1. What distinguishes Taylor Swift’s social media strategy from
that of
other celebrities?
2. How does Taylor Swift benefit from her social media
strategy?
3. What other public relations options did Taylor Swift have
with
respect to the Apple streaming music decision?
1153689 - Pearson Education Limited ©
Figure 10-8 The queen.
Taylor Swift’s social media presence rivals her presence on
stage.
Photo: SPN/Newscom
For further information, see Brandon Bailey, “Apple Changes
Tune on Royalties After Swift Complains,” Associated Press
(June
22, 2015); Rebecca Borison, “Taylor Swift Is Incredibly Good
at Being a Celebrity,” Business Insider (September 10, 2014);
Ben
Sisario, “With a Tap of Taylor’s Swift’s Fingers, Apple
Retreated,” The New York Times (June 22, 2015); and Joshua
Swanson, “The
Taylor Swift Guide to Social Media Marketing,” Digiday
(January 7, 2015).

9. From the Top
An Interview with Richard Edelman
1153689 - Pearson Education Limited ©
1153689 - Pearson Education Limited ©
Richard Edelman is president and CEO of Edelman, the world’s
largest public relations firm with 3500 employees in 66 offices
worldwide. Mr. Edelman is also the public relations executive m
Last Word
The Internet, as a popular communications medium, has been
around barely for two plus decades;
social media even less. In that short time, these new
applications have evolved into indispensable
communications tools for organizations and favored weapons
for angry customers, disaffected
employees, and consumer activists bent on attacking those same
organizations. As a consequence,
mastering and monitoring the Internet and social media have
become a front-burner priority for
public relations professionals.
As the number of the world s̓ citizens using the Internet expands
exponentially, it is urgent that
public relations professionals understa nd the new technology
and its capabilities and increase their

10. competence in employing and monitoring it. Those who can
blend the traditional skills of writing
and media and communications knowledge with the online skills
of the Internet—particularly the
generation that has grown up with social media as its preferred
communication default mechanism
—will find a rewarding calling in the practice of public
relations in the 21st century.
Discussion Starters
Pg. 403
33
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Impact of Social Media in PR Grading Guide
Review the Case "Don't Mess with the Queen of Social Media"
on page 221 in The Practice of Public Relations, Ch. 10, and use
the
questions at the end of the chapter as a basis of your discussion.
Describe what PR recommendations you would have for Taylor
Swift if you were her Public Relations Consultant.
Incorporate the principles of PR that you have learned to date.

14. Develop a 700- to 1,050-word recommendation as part of your
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Use two outside references to support your points.
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