The document discusses the evolving role of public relations (PR) in a world where social customer relationship management (SCRM) is increasingly important. It notes that while traditional PR methods are still relevant, PR must now focus on building communities and advocacy. The new role of PR involves collaborating closely with other departments to engage customers through social media and ensure alignment across the company. Building trust and providing value to the social customer is key to success with a SCRM strategy.

1. PR in a Social CRM World Jacob Morgan

5. PR is still a critical part of a company’s brand management strategy

7. Traditional PR Channels

8. Source: Communications and Public Relations General Accepted Practices 2010 Senior Management Views of Common Organizational Functions’ Contributions to Success, Year-Over-Year Ranking, Corporate Respondents PR Still VERY Important!

9. Convergence of PR and Social Media

10. 93% of Social Media Users Expect a Brand to Have a Social Media Presence Online

11. The PR Evolution One way communication Two way communication and Community Management

12. Part marketing Part content creation Part Public Relations Part customer service Part relationships Part community management Part finding “influencers”

14. Intersection of PR and Social Media

15. The Customer is Changing. Is Your Company? The traditional customer is the one we all were as recently as a decade ago. We bought products and services and based our decisions on utility and price. We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that. But that customer changed because of a social change in the early part of the millennium. The customer seized control of the business ecosystem and it was never the same .“ ~ Paul Greenberg, Author of CRM at the Speed of Light

20. New Communication Channels

21. Will Companies Succeed? “ By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value . Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure .” ~ Gartner Group

26. How Does SCRM Fit in All of This?

29. Where is PR?

30. You are here

31. Company Customer

34. Slide by Deloitte

35. Word-of-mouth network has gotten more efficient. Much, much, more efficient.

42. Product issues are PRODUCT ISSUES Don’t bribe your customers, fix the problem!

44. PR’s New Role

45. Where do you get started?

46. Take a Look at Now

49. Alignment

52. Engagement Plan

55. Long Road Ahead