1. INTEGRATING TRADITIONAL AND
SOCIAL MEDIA
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2. ABOUT ME
 Helen Nowicka,UK head of
digital, EMEA social media
strategist
 Worked as a journalist
before moving into PR
 Tweet me @Helennow
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3. WHAT WE’LL COVER TODAY
 How social media has changed our
industry
 How traditional media is learning to
evolve
 How combining both can help you
communicate more effectively
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4. WHO’S IN THE ROOM?
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5. A PR HISTORY LESSON
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6. THE BIRTH OF THE PRESS RELEASE
 1906: 53 people drown in the
s Atlantic City rail disaster
when a train derails on a
bridge
 Ivy Lee writes a press
release giving the railway
company’s version of events
 The New York Times prints
the release word for word
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7. THAT MODEL LASTED 100 YEARS
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8. THEN ALONG CAME SOCIAL MEDIA...
2003 2004 2005
2006 2010 2011
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9. ...AND MOBILE BECAME MASSIVE
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10. THE COSTS OF A DAILY PAPER ADD UP
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11. THE FUTURE?
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12. BUT THE DECLINE OF NEWSPAPERS
IS NOT THE DEATH OF NEWS
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13. MEDIA HABITS IN THE UK
 9 million national newspapers are sold every
day1
 Radio 4 attracts 7 million listeners a week2
 More than 500,000 people downloaded the
Guardian’s free iPad app3
 Nearly 5m people a day browse Mail Online
Sources: 1 – ABC national daily newspaper circulation without bulks Jan 2011; 2 - Rajar February
2012; 3 – The Guardian; 4 – ABCe December 2011
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14. THIS CHANGING WORLD PRESENTS
OPPORTUNITIES
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15. LEGACY VS SOCIAL MEDIA
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16. LEGACY MEDIA STRENGTHS
 Breadth of content
 Broad audience
reach
 Quality product
 Reputation / brand
 New is news
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17. SOCIAL MEDIA STRENGTHS
 Dynamic: shares
and spreads info
fast
 Reactive, tends not
to break news
 A background
commentary
 Connects people
with similar interest
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18. IN REAL LIFE, WE EXPERIENCE THIS
DIFFERENTLY
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19. HOW TRADITIONAL AND DIGITAL
CHANNELS CAN COMBINE
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20. TWO GOLDEN RULES
1) Work to the communications strategy
2) Be integrated from the start
...then get more tactical, depending on
what you want to achieve
Some examples...
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21. USING LEGACY MEDIA TO DRIVE PEOPLE
ONLINE
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22. COMMUNITY DEVELOPMENT AROUND PR
CONTENT
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23. BRAND PARTICIPATION
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24. EXTERNAL RELATIONS
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25. (SOCIAL) MEDIA RELATIONS
 Journalists are avid Twitter users so build
relationships there
 What multi-media output are your media
contacts creating, and how can you help?
 Do you have an escalation process for press
enquiries that come via social media?
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26. THANK YOU – AND QUESTIONS?
The next two Social Summer sessions are:
 Real Time Public Relations – 17 May
 The Future of Broadcast – 24 May
@Helennow
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