3. Public Relations in Social Media
- PR- A Strategic communication process that builds mutually beneficial
relationships between organizations and their publics.
- PR social media allows an organization to connect directly with its audience
and build a profile.
- Allows them to learn about the audience and what they are doing.
- Great content, newsworthy material will lead to success in Social Media.
- Twitter and Facebook are two of the most common social media
6. @EdelmanPR
The Media Clover
Hamburg Principles
Armano’s Five Content Archetypes
1. Curated Content
2. Co-Created Content
3. Original Content
4. Consumer-Generated Content
7. PR Blogging and Case Studies
Personal/Company Brand Voice
Old spice - Videos
Microsoft - Twitter
Hershey’s - Facebook
Announcements as incentive
8. Social Media Tactics
Historically PR people had a heavy reliance on the simple press release or newsletter.
-Digital Age changed everything.
-Designed today for online consumption by news media and general public.
-PR people search for “traction” in a cluttered world of social media.
- Social media has given PR firms the opportunity to use it as a pulpit to
humanize a brand. PR is now able to be taken to a human level.
9. Social Media Tactics
- Social Media tends to blur the lines between PR, advertising and marketing.
- While PR may emphasize brand awareness, influence or positive sentiment, marketing ultimately
seeks conversion from interaction to sales.
Examples
-Media Releases
-Media angles/pitches
10.
11. PR Newsrooms and Message Targeting
- PR firms developed Creative Newsrooms to address the
need for real-time social media monitoring,
response and strategy. Hiring former journalists to
Staff the newsroom.
- PR firms focus on client media storytelling to engage the audience.
- Real-time social media is transforming marketing and PR.
22. With so much attention being paid to seemingly self-serving company and
brand efforts with social media, new interests are beyond sale and profits
have been brought up. CSR asks companies to consider the effects of their
businesses.
CSR helped by emphasizing social responsibility for individuals, groups and
companies.
CSR can be seen as a way to develop legal, ethical and global best practices
within large corporations.
Corporate Social Responsibility (CSR)
23. Non-Profits
Non-Profits don’t have the same budget as most companies to spend on media.
So social media is an outlet where they hope to get the most earned PR.
Non-Profits use this outlet to cultivate social friends and fans, drive traffic to
fundraising campaign sites, and generate interest in community events.
https://ourrevolution.com/issues
24. Successes
Chief executive officers (CEO) play an important role in developing social media PR
success stories.
When a CEO becomes a thought leader, she or he has the potential to influence
conversation and followers.
A great example for this is Steve Jobs
25. Failures
The book states the most common problem for individuals and companies failing in
public relations side is the lack of planning and delivering messages clearly.
Among many examples, one that stood out to me was from a former Chrysler
employee who believed he was tweeting through his private account instead of
Chrysler’s official twitter.
26. Lessons
PR practitioners have learned how to use social media in a more effective way within
the past decade.
1. Measure what matters- impressions and ad equivalency are moot points if your
media efforts aren’t impacting the company's bottom line.
2. Re-think media placements- social sharing, online pieces are often driving
conversation better than print coverage.
3. Adopt a channel-agnostic approach- by connecting content across earned, owned,
and paid media, brands can tell a cohesive story that resonates with discerning
Media Release- telling journalists same thing at the same time.
Pitches- pitching story to a journalist, very common in field. More personal, better chance of having published story.
Former journalists make up the newsroom to deliver real time to deliver critical business insights, engage influencers and customers and create the content that shapes news and conversations.
which PR theory describes deceptive sources influencing specific behaviors from the public?
Public Information Model
Press Agency Model
Two Way A-symmetric Model
Two Way Symmetric Model
Media Releases and Media Pitches are examples of Social Media Tactics.
True
False
3. A Strategic communication process that builds mutually beneficial relationships between organizations and their publics is defined as:
Social Media
Public Relation
Marketing
None of the above
4. Is Social Capital the ability of individuals and organizations to benefit from communication behavior by becoming a strong, consistent member of the online community?
True
False