Spring 2014 Community Relations Course

1. 1
Instructor:
Jonathan
Lance
SFSU
CEL
Social
Media
Marke:ng
Program
Spring
2014

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. 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. 4/23/14
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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. 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. 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. 4/23/14
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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. 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. 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. 4/23/14
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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. 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. 4/23/14
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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. 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. 4/23/14
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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. 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. 4/23/14
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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. 4/23/14
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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. 4/23/14
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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. 4/23/14
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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. 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. 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. 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. 4/23/14
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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. 4/23/14
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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. 4/23/14
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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. 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. 4/23/14
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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. 4/23/14
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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. 4/23/14
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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. 4/23/14
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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. 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. 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. 4/23/14
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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. 4/23/14
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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. 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