Social media has changed the practice of disciplines like PR, marketing and advertising by enabling two-way conversations between organizations and customers on the internet. It has empowered new influential voices and requires a shift from one-way communication to engagement and dialog. PR has become more relationship-focused and relies on new channels like social networks, blogs and live chats to share information, products and events with customers in a transparent, creative and proactive manner.

1. S o c i a l M e d i a c h a n g e d t h e g a m
e

2. Social Media have forced different
disciplines such as PR, Marketing
and Advertisement to adapt their
practice to the new web wold.
Social Media is anything that uses
the Internet to enable
conversations between people.

3. “The web has changed everything. And the Social
Media Web is empowering a new class of
authoritative voices that we cannot ignore”.
B. Solis and D Breakenridge (2009)

4. Leaders
Elders
Experts
Public
Influencers
Friends and family
Before
Social
Media

5. After
Social Media Leaders
Elders
Experts
Public
Influencers
Friends and family

6. There are no
more
monologues. Now,
it is all about dialogues.
Participation between customer
and an organisation.
“listeners make the best conversationalists”

7. PR is a “two way street” (Ive Lee)
PR
New
influencers
Customer
PR
Traditional
Media
customerPR
customers
Customer
PR
R e l a t i o n s h i p s

8. Live chat
mail
Organisation’s Blog
New products
Tips
Events

9. 3 4
1
2
1
4
C4
C1 3
2
3
1
4
2
C3

10. Not
lying
Not
disregard
attitude
Not
breaking
promise

11. Information is for
24/7
creative
proactive
effective
Updating
The future
of business
lies in people

12. References
Putting the Public Back in Public Relations : How Social Media is Reinventing the Aging Business of PR
Brian Solis and Deirdre Breakenridge
Pearson, New Jersey, 2009.
Marketing Public Relations : A Marketer’s Approach to Public Relations and Social Media
Gaetan T. Giannini, Jr.
Ed. Pearson, New Jersey, 2010.
Online Public Relations: A practical guide to developing an online strategy in the world of social media.
David Phillips and Philip Young
Kogan Page, London 2009.
Social Media and Public Relations: Eight New Practices for the PR Professional
Deirdre K. Breakenridge
Pearson, New Jersey, 2012.
Public Relations: A Values-Driven Approach 5th Edition
David W. Guth and Charles Marsh
Pearson, Boston, 2012.
PR 2.0: New Media, New Tools, New Audiences (Google eBook)
Deirdre K. Breakenridge
Pearson, 2008