This 3-sentence summary provides an overview of the key points made in the presentation about new media and traditional PR: The presentation compared new media platforms like websites, blogs, videos, and social networks to traditional PR and explored how PR is shifting from one-way proclamations to two-way conversations through new media that allow for feedback and relationship building with multiple publics. While new media presents exciting opportunities to transform communications, the core of PR remains building mutually beneficial relationships with all audiences through listening, responding, and sharing information rather than just publicity or marketing.

1. New Media or Traditional PR?Presentation to GRAPE (Grand Rapids Area Professionals for Excellence)September 23, 2009Tim Penning, APRAssociate ProfessorGrand Valley State University

2. New Media ExcitementPlatformsWeb sitesBlogsWikisYouTubeNetworksFacebookTwitterTopic specific online communities (Ning)

3. …New Media…Sharing/BookmarkingDiggDeliciousBuzzAggregatingRSSMobile apps

4. Transformation1 many1 1Many many

5. Proclamation…Organizationpublics

6. Feedback…Organizationpublics

7. Conversation

8. Host

9. Public Relations DefinedManagement functionIdentify, establish and maintain mutually beneficial relationshipsWith ALL publics**It is NOT “spin,” and it is more than publicity

10. History/Models of PRPress Agentry/PublicityPublic Information2-way asymmetrical2-way symmetrical

11. PR vs MarketingRelationships with all publicsSales to customers…or…Communal relationshipsExchange relationships

12. PR and Social MediaConversations, not proclamationsRelationships, not salesMutual benefit, not self interest Listen and respondShare

13. Questions?