Social media has changed Public Relations in many ways. How do we integrate social media in our PR strategies?

1. Aquafresh HD White
PR Proposal
MasterCard
Optimizing Social Media for PR

2. What is PR
• Research: Discovering the attitudes and
behaviors of stakeholders
• Issues Management: Identifying and
addressing issues of public interest
• Multicultural Affairs: Relating with individuals
and groups in minorities
• Marketing Communications: Combination of
activities designed to sell a product/service
• Creation and dissemination of messaging

3. Aquafresh HD White
PR Proposal
What is social media ?

4. What is social media
• Internet-based
• User-generated and published information
• Community sharing – posts and comments, file
sharing, community of interest
• Multimedia – blogs, podcasts, video, photos,
forums, internet messaging, texting
• Immediate
• Collapsed geographically- Beyond your circles
• Incorporate old and new internet technologies

5. Aquafresh HD White
PR Proposal
The connection ?

6. Connecting
• Borderless
• Viral
Targeting
• Personalized
• Stratified
Engaging
• Feedback
• Viral
• Variety

7. Aquafresh HD White
PR Proposal
The Application

8. • Don’t pitch to the same people
repeatedly
• Have something interesting to
offer
• Personalize it
• Brevity is key
• Media & Blogger Relations
• Communicating with the Media
and Generating Coverage
• Connect & Develop relationships
with Influencers on Social Media
Influencer Engagement Story Pitching
Engagement

9. • Publish interesting industry data &
research
• Marketing content promotion
• Traffic generation- Websites &
Webzines
• Demonstrate your company’s
unique personality
• Using creative content as an
outreach tool
• Content also has the ability to get
you some media coverage
• Think about why videos go viral
• Business lead generation benefits
• Communicate product/service
launches or updates
Content Outreach Content Seeding
Content Dissemination

10. • Potential customers can change
purchase decisions when they
see – bad reviews, negative blog
posts and comments
• Online content spread fast in
various channels such as search
engine results and social media
networks
• Your online reputation is your
image on the Internet
• ORM is done by countering or
eliminating negative material
found on the Internet
• ORM is about defeating negative
content with positive material to
improve your credibility
Online Reputation Management Monitoring &Crisis Management
Reputation

11. • Let's face it: customers are active on
social media
• Making yourself available to them in
this space is a great way to
communicate with them about a
number of things, whether it's a product
update or a maintenance issue
• Open forum for receiving feedback
about your products or service
• Your customers are a great public
relations tool for your business.
• Happy customers can become
powerful evangelists of your
company, products, and brand
• Facebook presence to survey
customers and foster two-way
communication
Customer Evangelism Customer Feedback & Support:
Customer Relations

12. • A company's employees double as PR representatives for
your business
• Now that social networking has become so popular and is
working you can use it to rally staff for a certain cause
• Corporate Instant Messaging and Internal Wikis
• A Wiki is a great hub for internal communication and
collaboration within a company. Use a Wiki both to help
communicate new ideas within the company and receive
feedback from employees.
Employee Relations
Customer Relations

13. Aquafresh HD White
PR Proposal
Finally

14. • Track brand mentions on social media
• Compare mentions of your company against competitors
• Track press release syndications
• Evaluate the reach of media coverage
• Analyze your website’s sources
Measuring the PR RIO
Measurement

15. Aquafresh HD White
PR Proposal
But before you run to social media …

16. • Identify influential individuals using social media suitable for your campaign
• Determine news and social media sources that target individuals
• Scan traditional media for references to likely sites
• Conduct Google Blog searches
• Measure! Measure! Measure! Use metrics to determine if a medium might be suitable
• Monitor. Monitor and monitor again. Social media has sharks.
• Respect their answers. If they are not interested, leave them alone.
Please note

17. Aquafresh HD White
PR Proposal
Asanteni