The document discusses the evolving role of social media in public relations and journalism, highlighting how journalists are becoming brands themselves and the necessity for PR professionals to possess social media skills. It offers practical tips for PR practitioners, including social listening and creating engaging content, and emphasizes the importance of personal branding. Additionally, it includes a case study demonstrating the effectiveness of an influencer campaign in boosting brand engagement.

1. Social Media 101 For PR
By: Erin Richards-Kunkel

2. TAKEAWAYS:
• SOCIAL MEDIA IS CHANGING HOW JOURNALISTS
RESEARCH, REPORT AND BREAK NEWS
• JOURNALISTS/WRITERS/INFLUENCERS ARE BRANDING
THEMSELVES ONLINE THROUGH SOCIAL MEDIA
• PUBLIC RELATIONS JOB DESCRIPTION HAS CHANGED;
SOCIAL MEDIA AND DIGITAL MARKETING SAVVY IS OFTEN
REQUIRED
• THINK LIKE A JOURNALIST/PUBLISHER =THINK LIKE A
MARKETER

3. CHANGE IN THE NEWS CYCLE:

4. JOURNALISTS AS BRANDS:
• INVEST IN PLACES TO CREATE RELATIONSHIPS WITH WRITERS
• TWITTER
• LINKEDIN
• MUCKRACK

5. THE CHANGING REQUIREMENTS OF PR:
• PUBLIC REALATIONS PROFESSIONALS
NEED TO DEMONSTRATE CORE SOCIAL
MEDIA SKILLS

6. THE CHANGING REQUIREMENTS OF PR:
• PUBLIC REALATIONS PROFESSIONALS
OFTEN NEED TO DEMONSTRATE CORE
SOCIAL MEDIA SKILLS
• DEVELOPING SOCIAL MEDIA STRATEGIES
• SOCIAL MEDIA COMPONENTS FOR PR CAMPAIGNS
• COMMUNITY AND CRISIS MANAGEMENT
• SOCIAL MEDIA ANALYTICS

7. THINK LIKE A JOURNALIST =THINK LIKE A MARKETER

8. • STRUGGLES FOR
JOURNALISTS/PUBLISHERS
• EYES ON CONTENT
• GOOD HEADLINES
• ACCURACY
• VIEWS
• ADVERTISERS
• COMPETITON
THINK LIKE A JOURNALIST = THINK LIKE A MARKETER
• STRUGGLES FOR MARKETERS
• EYES ON CONTENT
• ENGAGING
• BRAND AWARENESS
• CUSTOMERS
• COMPETITON

9. TIPS FOR PR PROS (USING SOCIAL MEDIA)
• START WITH “SOCIAL LISTENING”
• TRACK CRITICAL KEYWORDS ACROSS WEB TO SEE WHAT USERS ARE
SAYING ABOUT YOUR BRAND AND ANALYZE “SENTIMENT”
• TOOLS:
• GOOGLE ALERTS
• SOCIAL MENTION
• TOPSY.COM
• MUCKRACK
• TRACKUR

10. TIPS FOR PR PROS (USING SOCIAL MEDIA)
• KEEP AN EYE ON POTENTIAL OPPORTUNITIES FOR
YOUR BRAND
• HARO (HELP A REPORTER OUT)
• BLOGS AND GUEST BLOGS

11. TIPS FOR PR PROS (USING SOCIAL MEDIA)
• CREATE SOCIAL MEDIA TIE-INS FOR MEDIA AND PRESS
• TWEETABLE AND SHAREABLE INFO (ALWAYS)
• BEHIND- THE- SCENES FOR INTERVIEWS
• TEASERS AND TUNE-INS FOR SOCIAL MEDIA
• VINE
• INSTAGRAM

12. CASE STUDY: INFLUENCER CAMPAIGN
• Goals: Generate buzz around brand, drive targeted followers on
Instagram, increase engagement
• Week-long campaign (4 posts)
• Generated +1,200 new targeted users
• + 280% increase in continued engagement
• ~ 200 comments/entries into contest
• Numerous buying signals consumer interest for follow-up

13. SOCIAL MEDIA OPPORTUNITIES (RIGHT NOW!)
• DEVELOPING PERSONAL SOCIAL MEDIA OUTLETS
• BLOGS AND BLOGGING
• INTERNSHIPS
• FREELANCE SOCIAL MEDIA
• TIPS:
• SOCIAL MEDIA MANAGEMENT DASHBOARDS (HOOTSUITE, TWEETDECK,
SPROUT SOCIAL)
• INDUSTRY TRENDS AND MAJOR SOURCES (MASHABLE, TECHCRUNCH,
BUSINESS INSIDER, JEFF BULLAS BLOG)
• WEBINARS

14. PERSONAL BRANDING AND SOCIAL MEDIA:
• Use social media profiles as professional outlets
• Brand your social media and engage in “thought-leader
activities”
• Twitter
• LinkedIn
• Blogs, vlogs and contributor content
• THINK BEFORE YOU POST/TWEET/UPDATE

15. PERSONAL BRANDING AND SOCIAL MEDIA:
WHAT NOT TO DO:

17. GOOD READS
• The New Normal For News
• The Dos and Don’ts of Pitching Journalists on Social Media (Mashable)
• The Rise of the Journalist as a Publisher

18. About Me:
Erin Richards-Kunkel is the Director of Social Media at
Excelerate Media, a social media marketing firm helping
businesses from startups to established brands take their
social media to the next level. Richards-Kunkel develops
dynamic and fully integrated social media presences that
connect and engage with audiences while telling the story
behind the brand. She is also a journalist covering social
media, business, leadership, culture, food, fashion and
local stories.
Connect with me:
Twitter @ErinSRichards
FB: FB.com/ErinRichardsKunkel
Website: exceleratemedia.com
Email: erin@exceleratemedia.com