The Changing Landscape of Public Relations


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Presented to Clarion University of Pennsylvania PRSSA students Monday, October 26, 2009.

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The Changing Landscape of Public Relations

  1. 1. The Changing Landscape of Public Relations Deanna Ferrari WordWrite Communications
  2. 2. About me <ul><li>Graduate of Slippery Rock University (B.S., Public Relations) </li></ul><ul><li>Board member of PRSA Pittsburgh </li></ul><ul><li>Former Assistant Account Executive at MARC USA </li></ul><ul><li>Account Executive at WordWrite Communications, Wexford, Pa. </li></ul>
  3. 3. How did I get here? <ul><li>Active at Slippery Rock -- lacrosse, PRSSA, editor of department newsletter </li></ul><ul><li>Took advantage of opportunities at school and after graduation </li></ul><ul><li>Networked and more importantly -- followed up </li></ul><ul><li>Put in the time; a job search is a job itself </li></ul>
  4. 4. How can YOU get here?
  5. 5. Source: Social Media Revolution
  6. 6. So just what is social media? <ul><li>. . . A shift in how people discover, read and share news, information and content </li></ul><ul><li>. . . A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) </li></ul><ul><li>. . . The democratization of information, transforming people from content readers into publishers </li></ul><ul><li>. . . Extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use </li></ul><ul><li>. . . User-generated content (UGC) or consumer-generated media (CGM). </li></ul><ul><li>— </li></ul>
  7. 7. Facebook - then & now College students --> High school students --> EVERYONE
  8. 8. NO
  9. 9. YES
  10. 10. <ul><li>Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. </li></ul><ul><li>• The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from </li></ul>
  11. 11. <ul><li>Evaluate your online presence </li></ul><ul><li>Give yourself an online “makeover” </li></ul><ul><li>Un-tag, un-friend, and delete compromising posts on Facebook </li></ul><ul><li>Sign-up for free Webinars (PRSA, PRWeek, Marketwire, etc.) </li></ul>How to use social media to your advantage
  12. 12. <ul><li>Get LinkedIn </li></ul><ul><li>Get a Twitter account </li></ul><ul><li>Get an online business card ( </li></ul><ul><li>Think about a blog </li></ul><ul><li>Own your domain ( </li></ul><ul><li>Take it slow and don’t do it all at once </li></ul><ul><li>Put it on your resume </li></ul>How to use social media to your advantage (cont’d)
  13. 16. Engage with other students and professionals <ul><li>Twitter is the best way </li></ul><ul><li>Join a chat </li></ul><ul><ul><li>#PRStudChat </li></ul></ul><ul><ul><li>#Journchat </li></ul></ul><ul><ul><li>Talk to others on Twitter on a regular basis - retweet and ask questions </li></ul></ul><ul><ul><li>Host a “tweetup” </li></ul></ul>
  14. 17. How social media has changed PR Essentially, you can control if the message is put out and what the message says… … on the other hand, you have no control of the message. But once it’s out there, it’s up to you on how you step in, approach the message, and what to say back. It’s like PR 2.0
  15. 18. Social media is instant
  16. 20. Print is shrinking…
  17. 27. The viral video effect
  18. 29. Don’t forget the PR fundamentals <ul><li>Engage </li></ul><ul><li>Be a great communicator -- on and offline </li></ul><ul><li>Grammar, punctuation, spelling = good writing </li></ul><ul><li>Develop relationships with journalists </li></ul><ul><li>Social media is simply a tool to facilitate communication </li></ul><ul><li>PR pros wear many hats </li></ul><ul><li>Social media only comes full circle when it “comes to life” </li></ul>
  19. 30. Questions? Additional Comments? <ul><li>Twitter: </li></ul><ul><li>@dferrari / @wordwritepr </li></ul><ul><li>Online: </li></ul><ul><li> / </li></ul>