1. Digital and Social Media
The Changing PR Environment
Old Rules of Marketing and PR
New Rules of Marketing and PR
Time Spent with Media
Purchasing a New Car
1. Why the author visited the automaker sites? Author was thinking of
buying a new car
2. What was the problem with the sites? Had to go to individual sites to
learn about the separate cars and websites lacked personality. The sites
were also advertising and not building a relationship with the customer.
3. Where he found the information he wanted? Social networking and
personal blog sites
Corporate Comm. Prior to the Web
Two Choices:
 Advertising
 Third party ink from the media
Advertising
 Non-targeted advertising via newspapers, magazines, radio,
television and direct mail
 Still works? Worthy of money?
Class Discussion
 What is the expectation of a consumer? That the advertiser will try
and build a relationship and cater to their needs
 What is the problem with the advertiser? They do not make it
personal and they do not grow with the times
 What can be the way to solve the problem? Using social media can
help connect with the consumer
Old Rules of Marketing:

2.  Marketing simply means advertising (and branding)
 Advertising needed to appeal to the masses
 Advertising relied on interrupting people to get them to pay
attention to a message
 Advertising was one way: Company to consumer
 Advertising and PR were separate disciplines run by different people
with separate goals, strategies and measurement criteria
Public Relations
 Public relations used to be exclusively about the media
 Why was the media relations so important for PR professionals?
Only way to get information out there
Old Rules of PR
 The only way to get ink was through the media
 Nobody saw the actual news release except reporter and editors
 Target public would learn about the news release content only if the
media wrote a story about it
New Rules of Marketing
The Long Tail of Marketing
 Long Tail: pg. 18; distribution “outlier”
 Relatively small number of “hits” => huge number of niches
 Cost of production and distribution fall
Examples of Long Tail Marketing
 Amazon
 Netflix
 iTunes
 Nike ID
 Hulu
Long Tail PR
Old Rule
Spending $$ on media relations programs

3. Convince a handful of reporters
New Rule
Targeting..
 Bloggers
 Online news sites
 Micro-publications
New Rules of Public Relations
Traditional PR
PR -> Mass media -> Audiences
Digital PR
PR->Influential->Audiences->Media and distributed back
New Rules of PR
 PR is for more than just a mainstream media audience
 Mainstream audiences => niche audiences
 PR/marketing is about delivering content
 Participation, not propaganda
 Authenticity, not spin
Time Spent with Media
Discussion Questions:
 How consumers spend time with various media today?
 How are the multitasking and time constraints affecting the way
consumers take in (or don’t take in) marketing messages?
 How can marketers adjust their strategies to account for media
multitasking?
Time Spent with Media
 US adults consumer more than 11 hours of media content in an
average day
*Despite the rise of the internet, TV still occupies the biggest share of
consumers’ media time. But time with print media is shrinking*

4. *A wide array of online activities accompany TV viewing on a regular basis.
That’s especially true for younger viewers*
New Audiences
 Online throughout day
 Maintain wide personal networks
 Full of opinions
o =>Demand to be heard
People-driven Communication
 People are driving the trend
o They view brands as a form of self-expression
o They know more about brands and the companies that
market them
o They seek and share information with other consumers via
the Internet
Growing Importance of Media
 More time spent with media
 Consumers have squeezed more media usage into their day by
multitasking
*Many companies are integrating social media tactics with other Marketing
Campaigns
*But most companies are still working toward a social media strategy
Is Social Media the Choice for Business Communications?
 “Business don’t have a choice on whether or not to Do social media,
their choice is how well they do it.” –from Socialnomics by Erik
Qualman

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7. 2/13/2015 5:10:00 PM