Social Media in Public Relations

1. Chapter 4
Social Media in Public Relations
Team Rose

2. Brian Solis
● Principal analyst at the Altimeter Group
● Challenge Public Relations professionals to re-focus on influence
● Social Media formula- ART
○ Actions, reactions, and transactions
● Social media is shifting the work in PR
● Press releases and traditional media releases to “shareable online content”
● Developing interest in C-Suite
○ Top senior-level executives
○ May not have interest in social media
○ Seeks to influence key decisions such as social media policies
○ Important for companies to watch for the C-Suite

3. Public Relations Management
● No longer impressed with just social media campaigns
● Clients want return on investment on social media, PR, and advertising
● eCommerce: online sales & business
○ Allows business to link social media efforts to increase sales, conversations, website traffic, etc
● Key performance indicators: monitoring social media and sales data

4. Social Media Influence
● Influence is important
● Data suggests actual friends are most
influential
● Social media platforms and networks such as
Instagram and Vine could increase influence
● Klout is used for tracking broad engagement
across multiple social media platforms
● Owned media: apps, website, media the
company owns
○ Helped with media campaigns

5. Public Relations History and Tactics
● PR is not how everyone sees it
● Began with the church and political propaganda
● PR went from wild and false claims to “professionals comparable to attorneys, counseling clients”
● Today PR is managed by social media accounts and communication, focusing on reputations and crisis
communication

6. Public Relations Theories
● Common PR practices are press releases, events, press conferences, etc
● Debate about PR theories
● Common theories: agenda-setting, cultivation, ethics, issue management, persuasion, and
organizational communication
● Debate about “the purpose of PR is to manipulate the behavior of the public”

7. Organizational Structure
● Models function as situational strategies
● Strategies help contribute the “ideology” of an
organization
● Social media would change professional mindsets
● There should be focused centered on communication
with the public
○ Changed thought process helps degree of engagement with
the general public

8. Public Relations in Social Media
● Public relation communication thrives off of
credibility
○ Personal character development
● Bond between companies and public is stronger
● Miscommunication is a common grounds
○ Inevitable
● Twitter platform has become evolved
○ Expansion of politics and business corps

9. Social Capital, Conflict and Collaboration
● Trust is built through interaction and communication
● Building a strong identity is self promoting
○ Allows engagement with public
● Separation of individual and professional users
○ Beneficial in different ways
● Virtual collaboration through social media
○ When is it appropriate?

10. Social Media Tactics: Internet
● Information would be passed through from one to the
next
○ Playing the game “telephone”
● Monitoring of Twitter database
○ This includes: videos, pictures, infographics, links, etc.
● Developing tactic can create a bigger buzz than paper
communication
○ Storytelling techniques
● Live updating by on-site PR professionals are more
common
○ News is easier to receive and give
○ Becomes more difficult to become original

11. Phil Gomes
● Believes in pros and cons of PR professionals
○ People are number one factor of this belief
● Data isn’t comparable between companies
○ There needs to be distinguishing factors for comp
matching
● Minimizing the confusion with shared data increases
productivity
○ Overall awareness and understand is achieved
● Digital world has been established to its entirety
○ This will become a necessary skill in PR professions

12. PR Newsroom and Message Targeting
● Response and immediate connection with consumers
is essential in a profitable business and social media
page
○ Acknowledgement or physical money
● Engages audience with “client-media” storytelling
● Trend spotter occupation have primary focus on
identifying news
● There is a transformation of media and marketing
due to social media
● Broad team of different professions create a well
marketed media page

13. PR Blogging and Case Studies
1:22 -2:22

14. PR Blogging and Case Studies
● PR blogging gives companies a direct voice with
their customers
● It also gives bloggers a chance to gain revenue
and build their brand
● PR people can reward loyal customers with
“shout outs”, gifts and more

15. PR Blogging and Case Studies
● Create experiences exclusive to
their social media
● Create or take over hashtags
○ Tricky: some fans think
negatively of this

16. Corporate Social Responsibility (CSR)
● CSR asks companies to consider their efforts on social
media as long term
● CSR is a way to develop legal, ethical, and global best
practices
● States that customer voice is immediate
○ Negative reviews can impact business

17. Non-profits
● Have the most gain from social media communication
● Media budget =$0
● Social media= $0
● Connect to fans and customers
● Build a reputation

18. Success!
● A personable CEO on social media has the
opportunity to build and grow their business
Failures :(
● More likely
● Messages don’t get properly filtered through PR
strategic planning and mistakes happen
● In 2013, 16 people lost their jobs because of a tweet

19. Lessons
● The internet never forgets…
● Social media can make or break a company
1. Measure what matters
a. Impressions and ad equivalency are moot points if your media efforts aren't impacting the company's bottom
line
2. Re-think media placements
a. Social sharing, online pieces and often driving conversation better than print coverage
3. Adopt a channel-agnostic approach
a. By connecting content across earned, owned, and paid media, brands, can tell a cohesive story that with
discerning consumers today

20. Activity!
Answer our questions right and get a piece of candy!

21. Question 1
What does Brian Solis’ ART formula of social media stand for?

22. Question 2
What are the two things that started Public Relations?

23. Question 3
According to the Social Capital, Conflict, and Collaboration slide, what is trust
built through?

24. Question 4
Complete the sentence below:
There is a transformation of __________ and ___________due to social media

25. Question 5
Complete the sentence below:
PR blogging gives companies a direct voice with their ___________.

26. Question 6
True or False
Debate about “the purpose of social media is to manipulate the behavior of
the public”

27. Question 7
True or False
CSR asks companies to consider their efforts on social media as long term