Bridging the Gap between Traditional PR and Social Media


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Bridging the Gap between Traditional PR and Social Media

  1. 1. SOCIAL MEDIA How to bridge the gap between traditional public relations with the use of social media/marketing tools Presented by Vicki Soares @SmileyVegas Soaring New Media
  2. 2. When did Social Media originate? <ul><li>A long long long time ago...back in the day when soothsayers, prophets and political “wannabes” would stand on boxes and deliver their views - even at the risk of boring any audience they could capture. </li></ul>
  3. 3. A condensed look at the recent past in Public Relations: <ul><li>Story idea </li></ul><ul><li>Write, pitch, post press release (email, newswire services). Include photos and video as attachments (bulky emails) and/or send press kits </li></ul><ul><li>Develop or use existing media lists </li></ul><ul><li>Follow up calls to media </li></ul>
  4. 4. An even more condensed look at Crisis Communications and Reactions: <ul><li>Crisis Happens </li></ul><ul><li>Media calls for reaction/statement </li></ul><ul><li>PR, Legal, HR, Executives huddle and create response </li></ul><ul><li>PR calls or emails statement </li></ul><ul><li>Approx length: 45 minutes - 3 hours (before deadline and any newscast) </li></ul>
  5. 5. Public Relations Today: Our toolkit expanded and traditional tools got digitized Our toolkit expanded and traditional tools got digitized <ul><li>Outdoor has a new power outlet - Liquid crystal displays, plasma display panels and scrolling message boards are a few of the common methods used to project full-motion video, sound and text. Digital signage enables a retailer to control and display their message quickly and effectively. </li></ul><ul><li>Print gets the Tablet - Reporters and media outlets are embracing social networks to further their brand, message and stories. </li></ul><ul><li>Video and photo sharing sites - a must or you will bust! </li></ul>
  6. 6. But wait, there’s more in that PR toolkit: <ul><li>Cell phones get smart! I personally believe that mobile devices are the holy grail of integrated communications. </li></ul>
  7. 7. <ul><li>Social Media Releases Also known as: Soc Med Release and SMR </li></ul><ul><li>Also known as: Soc Med Release and SMR </li></ul><ul><li>What makes a release “social”? </li></ul><ul><li>Links, tags, video, photo all embedded within the release </li></ul><ul><li>Ability to discover releases within social networks </li></ul><ul><li>Great for SEO </li></ul>
  8. 8. Sample SMR
  9. 9. Crisis Communications Today: You must have a plan(s) in place! <ul><li>Crisis Happens </li></ul><ul><li>Photo/video, an assumption or summary is sent out on Social Network sites (Twitter, FB, YouTube). </li></ul><ul><li>You are left to respond ASAP! Even if no details have surfaced yet, you must at least acknowledge some awareness so that others are not creating the story for you. </li></ul>
  10. 10. Bloggers <ul><li>Love them, embrace them, be kind to them! </li></ul><ul><li>Sept. 8, 2010 - The Associated Press declared it will recognize bloggers as news sources - finally! </li></ul><ul><li>Of the top 50 blogs, 21 are owned by such familiar names as CNN, NYT, ABC and AOL. </li></ul><ul><li>Many blogs that began as solo operations are developing into full-fledged publications - TechCrunch founded in 2005 (Michael Arrington) now has a staff of more than 20. </li></ul><ul><li>Top solo bloggers (among the top 50) include Perez Hilton, Seth Godin, Michelle Malkin. </li></ul>
  11. 11. Popular blog topics
  12. 12. Where do most people get their news?
  13. 13. The look of a successful communicator: <ul><li>Strategic agility </li></ul><ul><li>Ability to deal with ambiguity </li></ul><ul><li>Entrepreneurial drive </li></ul><ul><li>Walk the walk </li></ul><ul><li>Have fun! </li></ul>
  14. 14. Thank You!!! And here’s how you can find me.... And here’s how you can find me.... <ul><li>Twitter: @smileyvegas </li></ul><ul><li>LinkedIn: </li></ul><ul><li>[email_address] </li></ul><ul><li>702-203-0002 </li></ul>