Deanna Ferrari discusses how public relations tactics have changed in the digital age, with print shrinking and brands now needing to connect with audiences through social media. She recommends that companies start by researching which social media platforms are most relevant, listening to conversations, and designating a social media team or person to begin an active presence and tell stories to engage audiences. While results may not be immediate, social media is a tool that can expedite communication if done consistently over time using the basic PR principles of engagement and storytelling.

1. PR Tactics in the Digital Age Deanna Ferrari WordWrite Communications • November 12, 2009

2. About me Graduate of Slippery Rock University (B.S., Public Relations) Board member of PRSA Pittsburgh Former Assistant Account Executive at MARC USA Account Executive at WordWrite Communications, Wexford, Pa.

3. The times are changing . . .

4. Print is shrinking . . .

5. The old way . . . Your Brand Your Audience

6. The NEW way . . . Your Brand Your Audience

7. The old way . . .

8. The NEW way . . .

9. The old way . . .

10. The NEW way . . .

11. Where do you start? Research Which social media community do we belong in? How can we reiterate our business philosophy into the space? Listen Watch, learn, observe, and record Evaluate What did you learn? What are your customers/audience saying about YOU? Designate Start in one channel Determine the social media person or team Go!

12. See what others are doing

13. Use new (FREE) tools

14. How fast will I see results?

15. It takes time and patience

16. Source: Brand Builder

17. Financial Results WILL Happen =

18. Examples WordWrite has done . . .

22. Client example

23. It all comes back to PR basics Engagement Great communication - on and offline Delivering succinct messages Facilitating messages Telling great stories for your clients Social media is simply a tool to expedite this communication

24. Questions? Additional Comments? Twitter: @dferrari / @wordwritepr Online: deannaferrari.com / wordwritepr.com