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Pr Writing Online Writing and social media


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Includes \'made-up\' example of a social media release.

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Pr Writing Online Writing and social media

  1. 1. PR writing and practice Online writing and social media
  2. 2. <ul><li>The key to understanding the internet and communicating within it is to understand its culture: </li></ul><ul><ul><li>> The circular conversation </li></ul></ul><ul><ul><li>> We must focus on the ICC </li></ul></ul><ul><ul><ul><li>>Interactivity </li></ul></ul></ul><ul><ul><ul><li>>Conversation </li></ul></ul></ul><ul><ul><ul><li>>Community </li></ul></ul></ul>
  3. 3. Writing for the web > Reading online is typically 25% slower than print > Web users don’t generally like to scroll – keep it short > ABC (accuracy, brevity, clarity) still applies but is intensified > Check for spelling mistakes, they can damage reputation > Use simple, direct language > Use active voice where you can > Minimise the use of adjectives and adverbs > Go for short paragraphs, ideally no longer than five lines of text > Allow the reader to branch off to other more detailed content
  4. 4. Keeping readers interested > Include bullet points and lists > Use bold subheads, especially if copy exceeds 300 words > Use pull quotes > Include multi-media elements, e.g. slide shows and audio/video, and imagery > Don’t assume your audience understands abbreviations and jargon > Avoid ‘click here’, instead use a more interesting anchor words
  5. 6. Blogs are conversational and encourage reader involvement
  6. 7. Writing for blogs > Personal blogs > Journalist blogs > Corporate blogs > Citizen journalist blogs
  7. 8. Blogging best practice <ul><li>Post regularly </li></ul><ul><li>Use the medium </li></ul><ul><li>Pay attention to design </li></ul>
  8. 9. Blogging best practice <ul><li>Write conversationally </li></ul><ul><li>Encourage comments </li></ul><ul><li>Stay focused </li></ul><ul><li>Verify facts </li></ul>
  9. 10. Writing an opinion blog <ul><li>Grab your reader’s attention from the first par </li></ul><ul><li>Back up your opinion with facts </li></ul><ul><li>Answer the alternative debate </li></ul><ul><li>Link, link, link </li></ul>
  10. 11. Blogging trends <ul><li>Asking for input </li></ul><ul><li>Providing background </li></ul><ul><li>Learning from feedback </li></ul><ul><li>Presenting your key messages without a gatekeeper </li></ul>
  11. 12. Getting noticed in the blogsphere <ul><li>There’s not much point maintaining a blog if no-one reads it. </li></ul><ul><li>•  Here are some tips for getting noticed. </li></ul><ul><li>• Blog regularly as search engines have the potential to list every post – the more you write the more chance there is to get noticed. </li></ul><ul><li>•  Key words matter, pay attention to headlines. </li></ul><ul><li>•  Get on the blogroll of a blog with a similar audience. Mumberella or Subbed Out </li></ul><ul><li>• Get involved in the blogsphere; comment on other blogs and include your blog address in your entry. </li></ul><ul><li>•  But most importantly, the key to bogging success is to be readable, be factual and be different… if you do a good job, readers will keep coming back. </li></ul>
  12. 13. What is social media? “ Social media is anything that uses the Internet to facilitate conversations between people.”   Solis, B. in Breakenridge, D. (2008) PR 2.0 , Pearson, New Jersey, p. xvii
  13. 14. What is social media? > User generated content > Sometimes called participatory media or Web 2.0 > Is created with easy to use publishing tools > Facebook, MySpace, Twitter, blogs, Second Life, Flickr, delicious, forums
  14. 15. The rise of social media Traditional media landscape Filter then publish (information is pushed to publics) Social media landscape Publish then filter (publics pull information to them)
  15. 16. The rise of social media <ul><li>> Traditional media is not dead, but its dominance is declining </li></ul><ul><li>> Media channels and audiences are becoming more fragmented </li></ul><ul><li>> If a media channel has an audience, it should matter to a practitioner </li></ul><ul><li>Old media players are often major new media players </li></ul>
  16. 17. What does social media mean for practitioners? “ It forces PR to stop broadcasting and start connecting. Monologue has given way to dialogue.”   Solis, B. in Breakenridge, D. (2008) PR 2.0 , Pearson, New Jersey, p. xvii.
  17. 18. What does social media mean for practitioners? Social media is an opportunity > To speak directly to publics without a gatekeeper, e.g. Facebook groups > To engage highly specialised third-party spokespeople, e.g. bloggers > To achieve a greater understanding of publics through monitoring, e.g. Qantas Twitter
  18. 19. Social media releases <ul><li>> Developed as response to the rise of social media </li></ul><ul><li>> It is just one way to communicate with social media users </li></ul><ul><li>> There is no one-size-fits all approach to a social media release </li></ul><ul><li>Suited to arts and entertainment, technology, wine, food, fashion, lifestyle messages </li></ul>
  19. 21. Blogger relations: Not all blogs are created equal Some bloggers have more influence than others. Tools that can help you analyse the power of a blog include: > > > >
  20. 22. Blogger relations > Do your research   Follow bloggers that are relevant to your client or you employer to understand their focus and interests.
  21. 23. Blogger relations > Be part of the conversation   Build trust by adding your comments to blog posts.
  22. 24. Blogger relations > Test the water   Find out whether a blogger is open to being pitched to.
  23. 25. Blogger relations > Be up front Be transparent about who you are working for; don’t go ‘undercover’ as a fan or follower.
  24. 26. Blogger relations > Traditional media relations processes often don’t translate   Don’t send an unsolicited media release to a blogger, and remember many aren’t trained as traditional journalists (they won’t follow the rules).
  25. 27. Blogger relations > Be credible   Introduce yourself before you start pitching, let them know you’ve been following them, and give bloggers an opportunity to opt-out of your communications.
  26. 28. Blogger relations > Brevity rules   Stick to the Twit-pitch – keep pitches and messages as brief where you can.  
  27. 29. Blogger relations > Talk the talk   Tailor your writing to their style, be more conversational.   Tips adapted from: McClure, J “Blogger relations”, Campaign Brief , November 2008
  28. 30. A lesson the hard way… > Saab - greenwashing > The response by a Saab media professions within the social media realm - showed what not to do