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Social media and pr

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Course lecture slides for social media and PR lecture 1 of 2

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Social media and pr

  1. 1. SOCIAL MEDIA AND PR
  2. 2. WE TRY TO AMASS FOLLOWERS AND LIKES AS IT IT’S A ‘THING’. WE TRY TO GET VIEWS BECAUSE THAT’S HOW WE JUSTIFY AND SUBSTANTIATE OUR WORK. BUT WHY? WHAT’S IT ALL FOR? WHAT DOES IT MEAN? WHAT DOES IT MATTER? Brian Solis
  3. 3. SOCIAL MEDIA AND PR SOLIS’ SOCIAL MEDIA PR FORMULA -ART ▸ Actions ▸ Reactions ▸ Transitions These impact outcomes, behaviors, and actions.
  4. 4. FUNDAMENTAL SHIFT PRESS RELEASES/
 TRADITIONAL MEDIA 
 RELATIONS SHARABLE ONLINE 
 CONTENT
  5. 5. SOCIAL MEDIA WANTS TO INFLUENCE THE INFLUENCERS
  6. 6. SOCIAL MEDIA AND PR ‣ Key Performance 
 Indicators ▸ Identify Influencers ▸ See to engage with ppl or brands and move towards a larger strategic goal(s). ▸ Track data over time
  7. 7. PR “PRACTICE IS DOMINATED BY THE PRESUPPOSITION THAT THE PURPOSE OF PUBLIC RELATIONS IS TO MANIPULATE THE BEHAVIOR OF PUBLICS FOR THE ASSUMED, IF NOT ACTUAL, BENEFIT OF THE MANIPULATED PUBLICS AS WELL AS THE ORGANIZATION.” Grunig, 1989
  8. 8. SOCIAL MEDIA AND PR GRUNIG’S 4 MODELS: ▸ Press agentry/publicity—“propagandistic” PR seeking “media attention in almost any way possible” ▸ Public information—“journalists-in-residence” disseminating “generally accurate information,” but “do not volunteer negative information” ▸ Two-way asymmetrical—the Bernays approach uses research and sophisticated manipulation methods “to identify the messages most likely to produce support of publics without having to change the behavior of the organization” ▸ Two-way symmetrical—has “effects that a neutral observer would describe as benefitting both organization and publics” through “bargaining, negotiating, and strategies of conflict resolution to bring about symbiotic changes”
  9. 9. SOCIAL MEDIA AND PR SOCIAL CAPITAL, CONFLICT, AND COLLABORATION EVERY TIME YOUR LIBRARY PROMOTES SOMETHING OR ASKS FOR A FAVOR, IT IS MAKING A WITHDRAWAL. IF YOUR WITHDRAWALS EXCEED YOUR DEPOSITS, YOUR LIBRARY EFFECTIVELY BECOMES A COMMUNITY LEECH—AND IN SOME CASES, A PARIAH. SPEND SOCIAL CAPITAL WISELY. -SOLOMAN, 2013
  10. 10. SOCIAL MEDIA AND PR BENEFITS OF SOCIAL CAPITAL (ACCORDING TO TAYLOR, 2013) ▸ Trust—“information, knowledge and skills” sharing, as well as “support.” ▸ Shared norms and values—“understanding” of others’ “perspectives,” and “shared language and common goals” with “a particular context.” ▸ Shared resources and knowledge—“wider access to resources and knowledge” for “taking forward good practice.” ▸ Reciprocity—“it is likely that others in the network will reciprocate and give to that relationship.” ▸ Resilience within relationships—“Strong networks are resilient in the face of challenges,” and are accepting of “constructive conversations around difficult areas.” ▸ Co-ordination and co-operation for the achievement of common goals—as “best professional practice extends beyond traditional organisational boundaries.”

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