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New Tools of Public Relations: Social Media


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A presentation for the Brigham Young Univeristy Public Relations Student Society of America on how new social media tools have changed the role of public relations practitioners.

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New Tools of Public Relations: Social Media

  1. 1. The New Tools of Public Relations: Social Media l d a presentation for BYU PRSSA by Pete Codella, APR February 11, 2009
  2. 2. My Info Pete Codella APR (Accredited in Public Relations) Codella, President | Codella Marketing Owner | NewsCactus Pete@CodellaMarketing com @Codella | @NewsCactus 801.294.7188
  3. 3. Agenda • How social media has changed the role of public relations • An effective inbound marketing strategy • Social media tools with which public relations practitioners should b f ili ii h ld be familiar • Q&A throughout; a discussion, not a lecture
  4. 4. If I were a financial planner… …I’d tell you to diversify.
  5. 5. I’m a public relations p p practitioner And I’m telling you to diversify! Im
  6. 6. Multiple channel communication No longer a press release but a news release • No need to rely on media gatekeepers • Expectation of i i f immediacy and authenticity di d h ii • Move from entertainment to • communitainment
  7. 7. Some of my channels Web Site Blog Twitter Facebook Flickr
  8. 8. Self- Self-Publishing • Public relations is no longer primarily focused media relations • It’s about utilizing new technology and tools It s to provide as much content as possible • I ’ about engagement, a multi-way It’s b li conversation
  9. 9. I’m Italian Im My lasagna’s different from your lasagna
  10. 10. Different is good Diversity • Strategy • Engagement • Measurement •
  11. 11. Meatball sundae anyone?
  12. 12. Be strategic • Just because it’s there doesn t mean you have it s doesn’t to use it • Television didn’t replace radio didn t • RACE strategic planning – Research – Action/Planning – Communication – Evaluation
  13. 13. How many baskets? Don’t put all your eggs in one basket
  14. 14. Web 2.0 Strategy Your Website Internet Social Marketing Media Maximum Impact
  15. 15. Effective inbound marketing Inbound marketing is the process by which you drive traffic to your content, specifically online content.
  16. 16. Who s your daddy? Who’s • Your corporate Web site is no longer your home page • Google search is
  17. 17. The Google Golden Triangle
  18. 18. The golden child • Social media has proven to be most effective at search placement • Search engine optimization and search engine marketing • Put your eggs in as many baskets as possible
  19. 19. Social media tools RSS (really simple syndication) • Blogging and microblogging • Online O li newsroom • Social (virtual) networking • Multimedia sharing • Wikis •
  20. 20. NewsGator
  21. 21. Google’s RSS reader
  22. 22. Blogging and microblogging Corporate blog(s) • Twitter • Yammer • Status updates on social networking sites •
  23. 23. Online newsrooms RSS feed for announcements • Social media toolbar • Multimedia l i di • Very useful public relations tool for inbound • and search marketing (just like a blog)
  24. 24. Newsroom effectiveness
  25. 25. Search placement
  26. 26. LinkedIn and Facebook
  27. 27. Multimedia sharing g
  28. 28. Wikis
  29. 29. Social media campaign
  30. 30. Who s driving? Who’s • We the people We, • Think TiVo Not prime time but my time
  31. 31. Change is the only constant Always something new • Difficult to keep up • Don’t b afraid ’ be f id • Do or do not . . . there is no try •
  32. 32. A.P.A. Now it’s time for . . . Ask Pete Anything!
  33. 33. Slides will be published In I my corporate newsroom at t t
  34. 34. My Info Pete Codella APR (Accredited in Public Relations) Codella, President of Codella Marketing Owner and Operator of NewsCactus Pete@CodellaMarketing com @Codella | @NewsCactus 801.294.7188
  35. 35. Thank You!