Team Chapter Presentation Lecture

1. Social Media in Public
Relations
Chapter 4

2. What is Public Relations (PR)?
“Professional maintenance of a favorable public image by a
company/person/organization/etc.”
Social media PR centers on ART - actions, reactions and transactions.
Emphasis on “shareable online content.”
Influencing the C-suite: make key decisions have have the power to spend
money for outside social media services.

3. PR Management
Businesses want social media to be connected to their larger
goals and strategies.
eCommerce - link social media efforts through platforms like
Google Analytics
Key Performance Indicators (KPIs)
More focus on social networks

4. Edelman PR Cloverleaf

5. PR History and Tactics
Dan Edelman & Toni Twins
“Do good. Tell other people about it.”
~Dan
Edelman

6. PR Theories
Press Agentry/Publicity Model: get media attention
in any way possible

8. PR Theories
Press Agentry/Publicity Model: get media attention in any
way possible
Public Information: “One way” communication

10. PR Theories
Press Agentry/Publicity Model: get media attention in any
way possible
Public Information: “One way” communication
Two-way asymmetrical: Utilize common ground
between public and organization.

12. PR Theories
Press Agentry/Publicity Model: get media attention in any
way possible
Public Information: “One way” communication
Two-way asymmetrical: Utilize common ground between
public and organization.
Two-way symmetrical: Promotes mutual understanding
between organization and consumer

14. Social Capital
Ability of individuals and organizations to benefit from communication
behavior
● Reciprocity
● Resilience within
relationships
● Coordination and
cooperation
● Trust
● Shared norms and
values
● Shared resources and
knowledge

15. Social Media Tactics
Ways in which PR people create “buzz” in a timely fashion,
exercising media storytelling techniques across social media
platforms.

16. When a product or idea gains popularity.
SEO keywords: words or phrases in web content that help connect consumers to
merchants through search engines.
PR TRACTION

17. CREATIVE NEWSROOM
Edelman PR developed this idea to have a room full of Real-time PR
professionals to monitor social media real-time. PR professionals are
response and strategy ready.
FOR CLIENTS: PROVIDES THEM WITH AN INTEGRATED PLATFORM FOR
STORYTELLING, & PLANNED AND UNPLANNED REAL-TIME MARKETING.
THEY DO THIS HOW?:BY INTEGRATING THE CLOVERLEAF STRATEGY ;
TRADITIONAL, HYBRID, SOCIAL & OWNED.

18. CREATIVE NEWSROOM CONTENT
Real-time PR professionals tactics: To link client needs with valuable, and
relatable content.
ORGANIC- Real-time related content
NATIVE- Social media marketing referred to as “native”

19. PR Storytelling
“…successful social media marketing requires throwing many
jabs before converting the sale with a right hook. “ -
Vaynerchuk
Vaynerchuk’s 9 Most important Social Media Platform:

20. @MCDONALDS: STICK WITH US @ALROKER, WE’LL
HELP YOU WAKE UP FOR THE NEXT 39 YEARS
#MCCAFE. (AUGUST 6, 2013)

21. Strategies for PR
- Social media have become PR tools that offer many ways
to be creative and generate consumer brand interest.
- Gieco Gecko
- Aflac Duck

22. Strategies for PR
- By using hashtags or hijacking an existing trending topic, a
brand can connect with new potential customers.
- @oldspice #needanewman
- Companies need to consider the role that employees play
within social media. Their employees may be connected to
very active social networks and they are brand ambassadors.
- Taking a picture and putting it up on their pages help the company with
customer loyalty and even sales.
- Burger joints taking a picture and putting it on a famous wall.

23. Non-Profits
- Non-profits have the most to gain from social media.
- They are typically faced with low or non-existent media
budgets and hope to benefit through earned media.
- Spread awareness
- Develop social friends and fans

24. WARNING!!!
- CEO social media use has the potential to increase perceptions of
credibility, when used properly.
- Should be more ready to handle media and public backlashes in
times of crisis.
- Leaves brands open to the risk of potential criticism and attack.
- McDonalds Chicken Sandwich Fiasco
- Chrysler employee tweeting on what he thought was his own private account…
@ChryslerAutos: I find it ironic that Detroit is known as #motorcity and yet no one here
knows how to f*cking drive. (March 9, 2011)

26. Discussion Question 1
How is PR changing because of Social Media use? What are the positives and
negatives because of this shift?
More access between company and public
This is good because company can better understand their buyer
This is bad because people can give company inaccurate reviews or review
based on emotion.
PR in Social Media

27. Discussion Question 2
Integrate Cloverleaf by making interactive platforms for users to discover and
share content with their network.
Most important limitations to integrated PR - losing the personal touch of a
public relations campaign.

28. Discussion Question 3
What do you see as the most important corporate social
responsibility issues related to social media?
VARIES.
How might these change in the future?
Becomes more risky.

29. How Could You Use Social Media?
Scenario 1: You are a manager of a hair salon and you notice
that someone gives you a bad review on yelp concerning
their perm. How could you use social media to repair the
relationship between your business and your clients?

30. How Could You Use Social Media?
Scenario 2: You are soon going to be launching a new flavor
of cupcakes at your bakery. You do not have any of these for
sale yet, and want to get people lined up for the release. How
could you use social media to get people to advertise this
product for you?

31. How Could You Use Social Media?
Scenario 3: You are managing a gym and started a program
where people can work one on one with personal trainers.
How can you use social media to connect people with your
personal trainers?