Sfsu smm community_relations_spring2014_handout-1

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Spring 2014 Community Relations Course

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Sfsu smm community_relations_spring2014_handout-1

  1. 1. 1 Instructor:    Jonathan  Lance     SFSU  CEL  Social  Media  Marke:ng  Program       Spring  2014    
  2. 2. 4/23/14 1 Social Media Marketing Program Community Relations Putting the Public Back Into PR Community  Rela.ons  (Class  Overview)   •  History   •  Current   •  How  to  write  a  news  release,  news  advisory,  PSA   •  Media  Rela.ons   •  Audience  Rela.ons   •  Tradi.onal/Social  Media  PR  Campaign   •  Stories/Case  Studies   •  We  are  the  media   1 Social Media Marketing Program Community Relations Putting the Public Back Into PR Session  1  Agenda   1.  Overview  and  Class  Expecta5ons   2.  History  and  Today   3.  News  Releases,  News  Advisories,   Public  Service  Announcements   4.  Media  Rela5ons   5.  Class  Project     2 Social Media Marketing Program Community Relations Putting the Public Back Into PR 3 “The biggest problem in communication is the illusion that is has taken place.” -- George Bernard Shaw
  3. 3. 4/23/14 2 Social Media Marketing Program Community Relations Putting the Public Back Into PR Introduc.ons   1.  What  is  YOUR  name?   2.  Where  are  you  from?   3.  What  do  YOU  do?   4.  Are  YOU  working  in  PR  today?     5.  Are  YOU  using  social  media  for  PR?   4 Social Media Marketing Program Community Relations Putting the Public Back Into PR Social  media  is  no  longer  just  a  fad.                 5 Social Media Marketing Program Community Relations Putting the Public Back Into PR Edward  Bernays   6
  4. 4. 4/23/14 3 Social Media Marketing Program Community Relations Putting the Public Back Into PR 7 Social Media Marketing Program Community Relations Putting the Public Back Into PR One  PR  Defini.on     • To  encourage  people  to  do  something   •   To  encourage  people  not  to  do   something   • To  encourage  people  to  let  us  do   something  for  them   8 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  of  Choice   •  Paid  media     •  Earned  media     •  Owned  media   9
  5. 5. 4/23/14 4 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  of  Choice   Paid  Media       •  Adver.sing  on  radio,  TV,  newspapers,   magazines,  social  media   •  Pos.ng  the  message  exactly  the  way  you   want  it  –  because  you’re  paying  for  it   10 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  of  Choice   Earned  Media     •  Public  rela.ons   •  You  convince  someone  to  post  a  story   about  your  product  or  service   •  Third-­‐person  endorsement       11 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  of  Choice   Owned  Media     •  You  own  the  content     •  You  own  the  outlets:  Google+,  TwiXer,   Facebook,  Blog,  YouTube,  Instagram,   newsleXer,  etc   •  Your  own  newsroom     12
  6. 6. 4/23/14 5 Social Media Marketing Program Community Relations Putting the Public Back Into PR The  News  Release     13 Social Media Marketing Program Community Relations Putting the Public Back Into PR Prehistoric  Email       14 Social Media Marketing Program Community Relations Putting the Public Back Into PR The  Ul.mate  Technology!   15
  7. 7. 4/23/14 6 Social Media Marketing Program Community Relations Putting the Public Back Into PR 16 Social Media Marketing Program Community Relations Putting the Public Back Into PR Clipping   17 Social Media Marketing Program Community Relations Putting the Public Back Into PR     Wri.ng  Press  Releases       18
  8. 8. 4/23/14 7 Social Media Marketing Program Community Relations Putting the Public Back Into PR How  to  write  a  news  release   19 Social Media Marketing Program Community Relations Putting the Public Back Into PR What  is  a  public  service  announcement?   20 Social Media Marketing Program Community Relations Putting the Public Back Into PR What  is  a  public  service  announcement?   21
  9. 9. 4/23/14 8 Social Media Marketing Program Community Relations Putting the Public Back Into PR What  is  an  advisory?     22 Social Media Marketing Program Community Relations Putting the Public Back Into PR Communica.ng  with  different  audiences   •  Media  (media  rela.ons)   •  Your  direct  audience   •  Indirect  audience   •  Investors  (investor  rela.ons)   •  Poten.al  clients   •  Current  customers   23 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Media  Then   24
  10. 10. 4/23/14 9 Social Media Marketing Program Community Relations Putting the Public Back Into PR Tradi.onal  News  Media  Then   25 •  Plenty  reporters,  editors,  photographers,   producers   •  “Maybe  will  consider  your  story,  but  we   have  plenty”   •  “We  NEVER  accept  photos/videos,  wriXen   news  ar.cles  (news  releases),  suggested   spokespersons”   Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Media  Now   26 Social Media Marketing Program Community Relations Putting the Public Back Into PR Tradi.onal  News  Media  Now   27 •  Far  fewer,  reporters,  editors,   photographers,  producers   •  Skeleton  crews   •  “We  can’t  send  a  reporter  or   photographer”   •  “Send  in  your  photos/videos,  wriXen  news   ar.cles  (news  releases),  spokespersons”  
  11. 11. 4/23/14 10 Social Media Marketing Program Community Relations Putting the Public Back Into PR WWWWWH  –  Group  Ac.vity   1.  Who?   2.  What?   3.  When?   4.  Where?   5.  Why?   6.  How?   28 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Release   Example  1   29 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Release   Example  2   30
  12. 12. 4/23/14 11 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Release   Example  3   31 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Release   Example  4   32 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Release   Example  5   33
  13. 13. 4/23/14 12 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Release   Example  6   34 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Release   Example  7   35 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Release   Example  8   36
  14. 14. 4/23/14 13 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Release   Example  9   37 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Release   Example  10   38 Social Media Marketing Program Community Relations Putting the Public Back Into PR Class  Project   Choose  a  non-­‐profit  for  which  you  will:   • Present  a  full  PR  campaign  including   –  News  release   –  Public  service  announcement   –  Advisory   –  Social  Media  Outreach   • Overview  of  the  plan     Your  assignment  will  either  be  re-­‐introduc.on  of  an  established   organiza.on,  introduc.on  of  a  new  organiza.on  or  a  announcing   special  event   39
  15. 15. 4/23/14 14 Social Media Marketing Program Community Relations Putting the Public Back Into PR 40 Session  1  Homework   •  Post  an  example  of  a  news  release,  news   advisory,  and  public  service  on  our   LinkedIn  Group   •  You  can  find  these  under  radio,  TV,   business,  public  agency,  and  non-­‐profit-­‐ organiza.on  websites   Social Media Marketing Program Community Relations Putting the Public Back Into PR 41 Social Media Marketing Program Community Relations Putting the Public Back Into PR Session  2  Agenda   42 1.  Recap of Session 1 Material 2.  Q&A 3.  A Little More About News Releases 4.  AP Writing 5.  News Release Distribution 6.  Email Newsletters 7.  TweetDeck & HootSuite 8.  Class Project
  16. 16. 4/23/14 15 Social Media Marketing Program Community Relations Putting the Public Back Into PR Associated  Press  Stylebook   @apstylebook     43 Social Media Marketing Program Community Relations Putting the Public Back Into PR What  to  say  to  a  reporter   •  “There’s  no  such  thing  as  off  the  record”   •  Don’t  be  afraid  to  say  “I  don’t  know.”   •  Always  tell  the  truth   •  Control  the  message hXp://www.shannonganun.com/PDFs/ Guidelines  For  Talking  With  The  News   Media.pdf   44 Social Media Marketing Program Community Relations Putting the Public Back Into PR KTVU  2  News  Nightmare   45
  17. 17. 4/23/14 16 Social Media Marketing Program Community Relations Putting the Public Back Into PR 46 •  KTVU’s  Frank  Somerville’s  mea  culpa   Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Distribu.on  Services   Business  Wire   47 Social Media Marketing Program Community Relations Putting the Public Back Into PR News  Distribu.on  Services   PR  Newswire   48
  18. 18. 4/23/14 17 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  List  and  Monitoring   49 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  List  and  Monitoring   50 Social Media Marketing Program Community Relations Putting the Public Back Into PR Help  A  Reporter  Out  (HARO)   51
  19. 19. 4/23/14 18 Social Media Marketing Program Community Relations Putting the Public Back Into PR Marke.ng  NewsleXers   52 Social Media Marketing Program Community Relations Putting the Public Back Into PR Marke.ng  NewsleXers   53 Social Media Marketing Program Community Relations Putting the Public Back Into PR 54 Session  2  Homework   1.  Research  Social  Media  outlets  that  would   work  for  your  class  project   2.  Con.nue  on  working  on  your  project’s   news  release,  news  advisory,  PSA    
  20. 20. 4/23/14 19 Social Media Marketing Program Community Relations Putting the Public Back Into PR Managing  Your  Social  Media   TweetDeck   55 Social Media Marketing Program Community Relations Putting the Public Back Into PR Managing  Your  Social  Media   Hootsuite   56 Social Media Marketing Program Community Relations Putting the Public Back Into PR Constant  Contact   Email  NewsleXers   57
  21. 21. 4/23/14 20 Social Media Marketing Program Community Relations Putting the Public Back Into PR MailChimp   Email  NewsleXers   58 Social Media Marketing Program Community Relations Putting the Public Back Into PR Social  Media  Calendar     59 Social Media Marketing Program Community Relations Putting the Public Back Into PR Session  3  Agenda   60 1.  Recap of Session 2 2.  Q&A 3.  Media relations 4.  Building a media list 5.  Media Pitching: Case Study/PRSA webinar 6.  Social Media outlets 7.  The Seven Steps… 8.  Social Media engagement exercise 9.  Last minute work on group presentations 10. Presentations 11. Evaluations
  22. 22. 4/23/14 21 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   Who  to  contact  in  newspapers   •  News  Desk   •  Beat  Editor  (news  release/news  advisory)   •  Beat  Writer  (news  release/news  advisory)   •  Calendar  Editor  (news  release)   •  Assignment  Editor  (news  release/news  advisory)   •  “Your  Subject”  Editor/Writer  (news  release/news   advisory)   61 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   Timing  newspapers   •  1st  Release  –  Four  weeks  out   •  2nd  Release  –  Two  weeks  out   •  Advisory  –  Three  days  out   62 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   Who  to  contact  in  magazines/periodicals   •  Editor  (news  release/news  advisory)   •  Assistant  (news  release/news  advisory)   •  Assignment  Editor  (news  release/news  advisory)   •  Calendar  Editor  (news  release/news  advisory)   •  Subject  Editor  (news  release/news  advisory)     63
  23. 23. 4/23/14 22 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   Timing  magazines/periodicals   WEEKLIES   •  1st  Release  –  Four  weeks  out   •  2nd  Release  –  Two  weeks  out   •  Advisory  –  Three  days  out   64 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   Timing  magazines/periodicals   MONTHLIES   •  1st  Release  –  Three  months  out   •  2nd  Release  –  Two  months  out   •  Advisory  –  One  week  out   65 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   Who  to  contact  in  radio   •  News  Desk  (news  release/news  advisory)   •  Assignment  Editor  (news  release/news  advisory)   •  Calendar  Editor  (news  release)   •  Community  Rela.ons/Services  Director  (PSA)     66
  24. 24. 4/23/14 23 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   Timing  radio   •  PSA  –  Two  months  out   •  1st  Release  –  Two  weeks  out   •  2nd  Release  –  One  week  out  out   •  Advisory  –  Three  days  out   67 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   Who  to  contact  in  TV   •  News  Desk  (news  release/news  advisory)   •  Assignment  Editor  (news  release/news  advisory)   •  Calendar  Editor  (news  release)   •  Community  Rela.ons/Services  Director  (PSA)     68 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   Timing  TV   •  PSA  –  Two  months  out   •  1st  Release  –  Two  weeks  out   •  2nd  Release  –  One  week  out  out   •  Advisory  –  Three  days  out   69
  25. 25. 4/23/14 24 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   San  Francisco  Chronicle  /  SFGate.com   70 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   KGO-­‐810  AM   71 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   KGO-­‐810  AM   72
  26. 26. 4/23/14 25 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   KGO-­‐810  AM   73 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   KPIX-­‐TV   74 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   KPIX-­‐TV   75
  27. 27. 4/23/14 26 Social Media Marketing Program Community Relations Putting the Public Back Into PR Media  Rela.ons   •  Pitching  your  stories   •  Call  to  follow  up  a  release  or  advisory   •  Call  to  run  a  story  idea  by  them   •  Thanking  personally   •  Thanking  them  via  Social  Media   76 Social Media Marketing Program Community Relations Putting the Public Back Into PR Pitching   77 Social Media Marketing Program Community Relations Putting the Public Back Into PR 78 “I used to communicate to the media, now I communicate to my audience.” – Me
  28. 28. 4/23/14 27 Social Media Marketing Program Community Relations Putting the Public Back Into PR Top  10  TwiXer  Tips  for  Beginners   79 Social Media Marketing Program Community Relations Putting the Public Back Into PR 80 Social Media Marketing Program Community Relations Putting the Public Back Into PR 25  Tips  for  Successful  TwiXer   Engagement     81
  29. 29. 4/23/14 28 Social Media Marketing Program Community Relations Putting the Public Back Into PR Paper.li   82 Social Media Marketing Program Community Relations Putting the Public Back Into PR Paper.li   83 Social Media Marketing Program Community Relations Putting the Public Back Into PR Facebook   Crea.ng  A  Facebook  Page   84 •  Invite  your  personal  friends   •  Follow  related  Facebook  pages   •  Keep  it  ac.ve   •  Use  plenty  of  photos  and  videos   •  Post  relatable  stories   •  Link  to  your  other  Social  Media  outlets   •  Don’t  always  be  selling  –  pace  yourself   •     
  30. 30. 4/23/14 29 Social Media Marketing Program Community Relations Putting the Public Back Into PR Facebook   85 Social Media Marketing Program Community Relations Putting the Public Back Into PR Facebook   86 Social Media Marketing Program Community Relations Putting the Public Back Into PR Instagram   Contests   87
  31. 31. 4/23/14 30 Social Media Marketing Program Community Relations Putting the Public Back Into PR Instagram   88 Social Media Marketing Program Community Relations Putting the Public Back Into PR 89 Social Media Marketing Program Community Relations Putting the Public Back Into PR 90
  32. 32. 4/23/14 31 Social Media Marketing Program Community Relations Putting the Public Back Into PR Dale  Carnegie  said  it  in  1936   s.ll  true  today   91 Social Media Marketing Program Community Relations Putting the Public Back Into PR Social  Media  Calendar   92 Social Media Marketing Program Community Relations Putting the Public Back Into PR Scenarios  –  Group  Ac.vity   1.  Follower  complaint   2.  Follower  compliment   3.  Scathing  media  ar.cle   4.  Wrong  fact  in  public  pos.ng   5.  Posi.ve  media  coverage   93
  33. 33. 4/23/14 32 Social Media Marketing Program Community Relations Putting the Public Back Into PR Group  Presenta.ons   15  minutes  per  group  plus  feedback   94 Social Media Marketing Program Community Relations Putting the Public Back Into PR Recommended  Listening   1.  This  Week  In  Tech   2.  This  Week  In  Google   3.  The  Social  Hour   4.  Marke5ng  Over  Coffee   5.  The  Bean  Cast   6.  Six  Pixels  of  Separa5on     7.  Social  Media  Marke5ng  Podcast       95 Social Media Marketing Program Community Relations Putting the Public Back Into PR Recommended  Reading/Listening   1.  Mashable   2.  Social  Media  Examiner   3.  MaW  CuWs   4.  Chris  Broagan   5.  Seth  Godin   6.  PR  Newser   7.  6:00  AM     96
  34. 34. 4/23/14 33 Social Media Marketing Program Community Relations Putting the Public Back Into PR Q&A Social Media Marketing Program Community Relations Putting the Public Back Into PR 98 Remember   “The biggest problem in communication is the illusion that is has taken place.” -- George Bernard Shaw Social Media Marketing Program Community Relations Putting the Public Back Into PR 99 Evalua.ons  
  35. 35. 4/23/14 34 Social Media Marketing Program Community Relations Putting the Public Back Into PR Jonathan  Lance     •  hXps://twiXer.com/OnYourMarkEvent   •  hXps://www.facebook.com/onyourmarkevents   •  www.linkedin.com/in/jonathanblainelance   100

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