This document discusses key aspects of using social media in public relations, including Brian Solis' social media PR formula focusing on actions, reactions, and transactions. It covers the shift to using social media to directly engage with customers and influence key decision makers. Metrics like Klout are used to track engagement across platforms and link social media efforts to business goals and sales. Content archetypes include curated, co-created, original, consumer generated, and sponsored content. Credibility and social capital are important in social media influence.

1. SocialMediainPublic
Relations
(Chapter4)
by Fantastic Five (Group 3)
Yaquelin Garcia, Bre’yanie Pearson, Caela Stewart,
Khavir Hussain, and Nikki Chewning
https://www.youtube.com/watch?v=oCUP60qJ1Tk

2. SocialMediainPublicRelations
Solis’ social media PR formula focuses on ART (actions, reactions and
transactions.)
Impact affects behaviors and actions.
Growth from media relations to “shareable online content”
Interest in influencing the C-suite. (CEO,COO,CIO,CDO)
PR seeks to influence the influencers who make key decisions.

3. PublicRelationsManagement
Clients want a return on investment (ROI) for dollars spent on advertising,
public relations and marketing efforts.
eCommerce environment allows businesses to link social media efforts to
results that go beyond facebook likes and shares.
Key performance indicators (KPIs) focus on monitoring social media and sales
activity data.
“Social business”- wanting social media to be connected to their larger goals
and strategies for maintaining and growing business.

4. PublicRelationsManagement
Using social media can assist with ongoing branding activities , which are
crucial to developing, maintaining and generating customer brand loyalty.
Klout is useful for tracking broad engagement across a large number of social
media platforms.
The development of the internet and web in the 1990s led companies and
individuals to create websites.
Owned media VS. Hybrid media
Era of convergence of PR with advertising and marketing.

5. FiveContentArchetypes
1.Curated content is managed by brands determining “highest
value to consumers.”
2.Co-created content “is co-produced either peer to peer or
brand to participant.”
3.Original content is exclusive brand messages.
4.Consumer-generated content happens “without the brand's
involvement.”
5.Sponsored content is “paid” promotion.

6. PublicRelationsManagement
A brand may purchase promoted posts on Facebook
Paid Search
Social media triggered a shift in resources toward communicating directly
with potential and existing customers through the use of online content.
Valued content was created to raise awareness, inform consumers, strengthen
brand loyalty, build trust and manage reputation.
what started as text based information quickly shifted to rich media
campaigns complete with photographs, info-graphics, memes, viral videos,
new media channels.

7. PrHistoryandtactics
There have been various tactics used throughout the history
of public relations
Public Relation experts have been using Social Media way
before the creation of Social Media
Commercials, Going on tour, Advertisements in newspapers,
going Door to Door
The Toni Twins for example went on a 75 city tour selling
hair care products

8. PrhistoryandTactics
Traveling from city to city originated with the church
The PR industry picked that up and ran with it
Dan Edleman was an originator and genius behind a lot of the
pr tactics that we are so used to today
The invention of the television was also a great way to
advertise
Various tactics have allowed for many PR firms to work with a
companies budget

9. PRTheories
press agentry (one way communication; often media relations and sometimes of the
spin/propaganda variety; non-consultative)
public information (one way communication; generally pretty ethical but normally from the
perspective of the organisation only, so it can be one-dimensional; non-consultative)
two-way asymmetrical (stakeholder views are sought; communication is adapted to
potentially change stakeholder behaviours; the organisation does not change its views or
behaviour; very much in the mould of modern marketing)
two-way symmetrical (as per one-way symmetrical, except the organisation does change its
views and/or behaviour to meet its stakeholders ‘half-way’ [or thereabouts, at least];
characterised by negotiation and compromise, education).

10. Credibility
One must be credible in order to influence a change of
attitude or behavior.
Credibility is often related to:
- believability - trustworthiness
- leadership - expertise
- warmth -
attractiveness
- salience - skills

11. SocialCapital
Idea within social sciences related to social interactions,
trust, shared value, and social media use. (Lin & Lu,
2011)
Refers to ability of individuals and organizations to
benefit from communication behavior.
In social media, it means becoming a strong consistent
member of the online community. (Solomon, 2013)

12. SocialCapital(Taylor,2013)
Understand intangibles that are important within prospering
communities.
Important benefits include:
- Trust
- Shared norms & values
- Shared resources & knowledge
- Reciprocity
- Resilience within relationships

13. SocialCapitalcont.
Social networking and media use should generate
opportunities to collaborate beyond organizational
boundaries.
In PR, there are a number of opportunities within
communities to utilize virtual collaboration through
social media.

14. SocialMediaTactics
All information should be designed for online consumption.
Use of keywords to be on top of Google search list.
Need to share rich media content (photos, audios, videos).
Timely information must have engaging content and a sense
of media storytelling.

15. SocialMediaTacticscont.
Social media blurs difference between PR, Advertising, and
Marketing.
PR emphasizes brand awareness or influence.
Marketing seeks conversion from interaction to sales.
Marketers jab, PR professionals look for new ways to engage
in relevant and timely exchanges.

16. PRNewsroomandMessageTargeting
Edelman’sPRNewsroom:
Edelman PR developed this idea of a Creative Newsroom to provide real-time
social media monitoring
Provided clients with a platform for storytelling for engaging audiences
Created Partnerships with clients to produce relevant content and real-time
creative assessments
Edelman’s primary focus was on 6 client partnerships, 5 with U.S newsrooms
and 1 with the UK
Edelman’s newsroom “trend spotters” identified trends and events

17. PRNewsroomandMessageTargeting
GolinHarrisNewsroom:
real-time social media is transforming marketing & public relations
Harris created the “two bridges”
a plan 2 years before edelman, that created a holistic engagement network to
offer businesses a front row seat to important broadcast and conversations
connected to their industry
its idea was to provide constant monitoring for clients and offers rapid social
media audience response

18. Media
Traditional Media is now blending in with real-time PR and marketing content
Television, Newspapers, Radio, and Magazines are some outlets changing to name a few
Vines, Snapchat, flashy graphics, and memes are creating competition for these companies new
revenue
The integration of new digital social media requires PR newsroom to “keep their brand” names alive
This means keep things trending on Twitter, shared on Facebook, or reposted on Instagram
Edelman’s PR leaned towrads “Earned Media” to urge their clients to create their own newsroom
Harris head of The Bridges however, encouraged PR newsrooms should participate by doing 3
things: 1. being number 1 at the center of the PR office 2. monitoring traditional and social
media and 3. develop a mindset that is constantly generating new ideas for their clients
Employees are seen as stakeholders with a voice inside and outside the company

19. Blogging/Sharing
Public Relations blogging has been used to give individual
people as well as company people a voice
Many bloggers are social media influencers and many are
unpaid
Many bloggers seek to build a brand and gain an audience
Some companies will pay bloggers or send them merchandise
to use and help promote their products

20. MessageTargeting
Social Media has become PR’s main tool to offer creative ideas and generate
new brands interest
They can reward loyal customers by making personalized media release
announcements
Companies also use social media to cover press conferences, they show
released announcements, and they create new social media lingo like
“hashtags” which attract that audience and then gains a following
For ex. during NBC’s live “Sound of Music” broadcast with Carrie Underwood
the pizza brand DiGiorno tweeted “#TheSoundofMusicLive can’t believe pizza
isn’t one of her favorite things and capitalized on their highest TV
ratings
It’s the connection between PR events and social media that produce numerous
positive outcomes

21. terms
Real-time Social Media – PR’s immediate response to conversation monitoring of social media;
matter of minutes, relatively short time.
News Rooms – broadcasting organization in which the news is processed
Trending - prevailing tendency
Earned Media - PR professionals work to receive positive attention for their Client through content
that is not paid advertising

22. corporatesocialresponsibility
- There recently has been a renewed interest for companies to start looking
beyond sales and profits.
- CSR asks companies to consider the effects that their business will have
on social and environmental conditions.
- CSR can be seen as a way to develop legal, ethical, and global best
practices within a large corporation.

23. corporatesocialresponsibility
- Social media allows consumers to show immediate feedback being positive or
negative.
- If someone is having problems with a business, social media allows them to
engage with others that are having similar problems.
- Social media posts where consumers voice dissatisfaction force the company
to respond and peaks their interest in CSR.

24. csrPyramid

25. non-profits
- Since non-profits have low or virtually no media budget,
they have the most to gain from social media
communication
- Social media platforms are free to use and can help them
drive traffic to fundraising campaigns.

26. successes,failures,andlessons
- CEOs play important roles in successful social media PR.
- When the CEO uses social media it increases perceptions
of credibility for that company.
- People must always filter their thoughts before
publishing them out in social media, whether it be their
own personal account, or the company’s.
- The online site Mental Floss reported 16 cases where
people were fired because of an inappropriate tweet.