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Building Community through PR Presenter: Deirdre Breakenridge Author of “PR 2.0” and “Putting the Public Back in Public Relations” Moderator: Mike Lewis @bostonmike VP of Marketing, Awareness, Inc .

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Got Questions? Use the chat function in WebEx Join the conversation on twitter Submit questions using the hash tag: #awarenessinc Tech issues? please contact WebEx customer service

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About Awareness

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Putting the Public Back in Public Relations PR and Community Building Strategies & Tactics Putting the Public Back in Public Relations Solis • Breakenridge

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PR Builds Community: Overview <ul><li>What’s Wrong With PR? </li></ul><ul><ul><li>Mass communication broadcast model </li></ul></ul><ul><ul><li>One way messaging </li></ul></ul><ul><ul><li>Spin, hype and jargon </li></ul></ul><ul><ul><li>Transparency and ethics </li></ul></ul><ul><li>The Social Web is Forcing the Reinvention of PR with a Focus on Community Building: </li></ul><ul><ul><li>Broadcast messages do not exist in the social media landscape </li></ul></ul><ul><ul><li>Focus on the conversations that are pervasive </li></ul></ul><ul><ul><li>Meaningful communication leads to valuable </li></ul></ul><ul><ul><li>relationships: from virtual to physical </li></ul></ul><ul><ul><li>PR is poised to earn newfound recognition </li></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge

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PR Builds Community: Opportunities & Challenges <ul><li>Considerations: </li></ul><ul><ul><li>Service factor : Offering to the community </li></ul></ul><ul><ul><ul><li>What value will you provide and to whom? </li></ul></ul></ul><ul><ul><ul><li>How will you be prepared and ready to respond? </li></ul></ul></ul><ul><ul><li>External factor : Factors for consideration </li></ul></ul><ul><ul><ul><li>Easy access to other communities because resources are no longer limited to close proximity </li></ul></ul></ul><ul><ul><li>Commitment factor : Silence is not always “golden” </li></ul></ul><ul><ul><ul><li>Manage and direct continuous conversations and relationships </li></ul></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge

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<ul><li>Consideration (cont.) </li></ul><ul><ul><li>Participation factor : The homestretch of Social Media </li></ul></ul><ul><ul><ul><li>Ideas are not useful until people get together to produce something meaningful </li></ul></ul></ul><ul><ul><li>PR/Marketing factor : Align with business goals </li></ul></ul><ul><ul><ul><li>Align community building goals with </li></ul></ul></ul><ul><ul><ul><li>business goals (include all areas of the company) </li></ul></ul></ul><ul><ul><ul><li>Develop actionable enterprise within the community </li></ul></ul></ul><ul><ul><ul><ul><li>Increase participation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Research/obtain feedback </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Recruiting/employment opportunities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Endorsements </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Leads and/or sales </li></ul></ul></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge PR Builds Community: Opportunities & Challenges

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PR Builds Community: Strategy <ul><li>Strategic Objectives </li></ul><ul><ul><ul><li>Develop incentives for participation </li></ul></ul></ul><ul><ul><ul><li>Organize your Social Media participants </li></ul></ul></ul><ul><ul><ul><li>Drive attraction, attention, affinity and action </li></ul></ul></ul><ul><ul><ul><li>Measure value that can be converted to virtual revenue </li></ul></ul></ul><ul><ul><ul><li>Administer the following: </li></ul></ul></ul><ul><ul><ul><ul><li>Project budget </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Requirements/guidelines </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Infrastructure </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Maintenance </li></ul></ul></ul></ul>Putting the Public Back in Public Relations Solis • Breakenridge

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<ul><li>Beware the False Assumptions to Community Building: </li></ul><ul><ul><li>A hosting ground for negative commentary </li></ul></ul><ul><ul><li>PR people as ghost bloggers </li></ul></ul><ul><ul><li>An audience that automatically appears and participates </li></ul></ul><ul><ul><li>An open canvas to “sell” to your audience </li></ul></ul><ul><ul><li>A place to recycle, borrow or plagiarize content </li></ul></ul><ul><ul><li>One more destination with poor content and grammar </li></ul></ul><ul><ul><li>An extension of your newsroom with marketing messages and press releases </li></ul></ul>PR Builds Community: Creating Your Social Network Putting the Public Back in Public Relations Solis • Breakenridge

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<ul><li>On the Contrary, You Will Give Your Brand: </li></ul><ul><ul><li>A voice and a persona </li></ul></ul><ul><ul><li>The ability to communicate directly with customers and other stakeholders </li></ul></ul><ul><ul><li>A strong culture and loyal brand ambassadors </li></ul></ul><ul><ul><li>A non-traditional platform for conversations </li></ul></ul><ul><ul><li>A forum to unmask predispositions </li></ul></ul><ul><ul><li>A destination to mold perceptions </li></ul></ul>PR Builds Community: Creating Your Social Network Putting the Public Back in Public Relations Solis • Breakenridge

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<ul><li>Action Items for PR: </li></ul><ul><li>Technology/programming </li></ul><ul><li>Editorial schedule </li></ul><ul><li>Content review </li></ul><ul><li>Comment strategy and counseling </li></ul><ul><li>Customer service </li></ul><ul><li>Web analytics </li></ul><ul><li>Listening/conversationalist/identify trends for engagement </li></ul>PR Builds Community: The PR Person’s Role Putting the Public Back in Public Relations Solis • Breakenridge

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<ul><li>Social Media marketing starts with the observations of human behavior and interaction within online communities </li></ul><ul><li>Technology provides the tools to facilitate conversations online </li></ul><ul><ul><li>Monitoring and tracking conversations </li></ul></ul><ul><li>Humanize your story by aligning it with the culture and the people driving the communities you’re trying to reach </li></ul><ul><ul><li>What matters to them? </li></ul></ul><ul><ul><li>How do they talk to each other? </li></ul></ul>PR Builds Community: It’s About Sociology, First. Technology, Second. Putting the Public Back in Public Relations Solis • Breakenridge

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“ It’s the listening that separates Social Media experts from Social Media theorists” – Brian Solis

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The Conversation Prism Workflow Identify – Identify your key communities and networks based on the frequency of conversations and where they occur Observe – Observe the culture of the communities that define your online ecosystem Listen – Search and pay attention to important conversations related to your brand/industry Internalize – Dissect, analyze, and learn from the feedback and dialog in each community Route – Channel the information internally to the appropriate Groups. For example, customer service, marketing, PR, sales, etc.

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The Conversation Prism Workflow Process – Determine the opportunities to improve products or services and implement the change Participate – Engage with customers, constituents, stakeholders, and influencers (both online and offline) Provide feedback and insight – Consistently monitor the discussions surrounding your brand and provide information that actively positions you and your company as a helpful resource to the communities that are important to you (building and maintaining relationships) Repeat – The process is always ongoing

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Charting a Social Map

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The Human Network

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The Human Network

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Putting the Public Back in Public Relations Solis • Breakenridge PR Builds Community: Social Media Tools <ul><li>Social media tools/resources include: </li></ul><ul><li>Social Media Releases (SMRs) </li></ul><ul><li>RSS feeds </li></ul><ul><li>Streaming video </li></ul><ul><li>Podcasts </li></ul><ul><li>Blogs/comments </li></ul><ul><li>Social network applications </li></ul>

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Putting the Public Back in Public Relations Solis • Breakenridge <ul><li>Social Media Releases – A viral release that is shared in the blogosphere. </li></ul><ul><li>SMRs are not: </li></ul><ul><li>A mechanism to fix what’s wrong with news releases </li></ul><ul><li>An announcement designed to replace the traditional news release </li></ul><ul><li>A communications tool exclusively for journalists or bloggers (it’s meant for customers too) </li></ul><ul><li>A release that goes over the wire or is typically advertised by wire services </li></ul><ul><li>A standard template; SMRs can take many forms and include a wide range of content </li></ul><ul><li>A tool that is meant to control the message; it is highly viral and shared in the blogosphere </li></ul>PR Builds Community: Social Media Tools

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Putting the Public Back in Public Relations Solis • Breakenridge Sample social media release - the SMR includes images, videos, audio and a mechanism to share the information on multiple social networks.

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Putting the Public Back in Public Relations Solis • Breakenridge When PR Builds Community: You make the difference!

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Any Questions? <ul><li>Deirdre: </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: www.twitter.com/dbreakenridge </li></ul><ul><li>Facebook: http://profile.to/deirdrebreakenridge </li></ul><ul><li>LinkedIn: http://linkedin.com/in/deirdrebreakenridge </li></ul>Putting the Public Back in Public Relations Solis • Breakenridge

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Next Twebinars from Awareness <ul><li>C.C. Chapman – June 10 th </li></ul><ul><li>Webex and Social Media – June 18 th </li></ul><ul><li>Jason Falls – June 24 th </li></ul><ul><li>Brian Solis – July 16 th Register at awarenessnetworks.com </li></ul>