The document summarizes Deanna Ferrari's background in public relations and how the field has changed with the rise of social media. It provides tips for students on getting experience in public relations through social media and other online platforms. The rise of social media has transformed public relations into a two-way conversation and given more control over messaging but less control of how the message spreads.

1. The Changing Landscape of Public Relations Deanna Ferrari WordWrite Communications

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. How did I get here? Active at Slippery Rock -- lacrosse, PRSSA, editor of department newsletter Took advantage of opportunities at school and after graduation Networked and more importantly -- followed up Put in the time; a job search is a job itself

4. How can YOU get here?

5. Source: http://www.youtube.com/watch?v=sIFYPQjYhv8 Social Media Revolution

6. So just what is social media? . . . A shift in how people discover, read and share news, information and content . . . A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) . . . The democratization of information, transforming people from content readers into publishers . . . Extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use . . . User-generated content (UGC) or consumer-generated media (CGM). — Wikipedia.org

7. Facebook - then & now College students --> High school students --> EVERYONE

8. NO

9. YES

10. Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. • The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from

11. Evaluate your online presence Give yourself an online “makeover” Un-tag, un-friend, and delete compromising posts on Facebook Sign-up for free Webinars (PRSA, PRWeek, Marketwire, etc.) How to use social media to your advantage

12. Get LinkedIn Get a Twitter account Get an online business card (card.ly) Think about a blog Own your domain (KnowEm.com) Take it slow and don’t do it all at once Put it on your resume How to use social media to your advantage (cont’d)

16. Engage with other students and professionals Twitter is the best way Join a chat #PRStudChat #Journchat Talk to others on Twitter on a regular basis - retweet and ask questions Host a “tweetup”

17. How social media has changed PR Essentially, you can control if the message is put out and what the message says… … on the other hand, you have no control of the message. But once it’s out there, it’s up to you on how you step in, approach the message, and what to say back. It’s like PR 2.0

18. Social media is instant

20. Print is shrinking…

27. The viral video effect http://www.youtube.com/watch?v=4-94JhLEiN0 http://www.hulu.com/watch/101187

29. Don’t forget the PR fundamentals Engage Be a great communicator -- on and offline Grammar, punctuation, spelling = good writing Develop relationships with journalists Social media is simply a tool to facilitate communication PR pros wear many hats Social media only comes full circle when it “comes to life”

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