The document discusses how public relations has evolved from a focus on media coverage and articles to also include social media content creation, online reputation management, customer service, and digital marketing. It covers how companies must engage with customers and influencers online to participate in conversations and maintain their brand reputation. Metrics for social media success include search engine optimization, word-of-mouth influence, and developing a positive online reputation that impacts brand awareness and potential sales.

1. The New Face of
Public Relations
June 11, 2009
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Any duplication or distribution without the express written consent of Airfoil Public Relations, Inc. is strictly prohibited.

2. Intersection of media, PR, digital
• Journalism degree/student newspaper
• PR Newswire
– Modems, media
• Newspaper’s first Web manager
– Online only publications
• Digital public relations
– FastLane blog
– Blogger relations
2

3. What we’ll cover
• Media evolution/PR transition
• Customer service is the new marketing
• Online reputation management
• Digital marketing assets
• Role reversals
• What’s next?
3

4. Publisher/digital marketer/
online brand ambassador
Public relations has evolved from media
coverage, impressions and bylined articles to
also encompass social content creation, online
reputation management, customer service
and even digital marketing.
4

5. Evolution revolution
• Hype surrounding headlines about
demise of traditional media
• End audience still ultimately quest
for news/information – where
they’re going to find it is changing
– Convenience, accessibility
• Online, mobile
• Companies understand dynamics,
need to reach core audiences
through other channels

6. PR then and now
Photo credit: Glen Edelson

7. customer
service and
reputation
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8. Social media monitoring
• Monitoring is no longer optional
• People are talking about your product or service
– with or without you
• Negative posts are an opportunity
• Acknowledge positive posts
• Don’t lose the opportunity
• Kryptonite, Dell, Dominos

9. Employees
• Employees can be the best
and worst assets
• Never assume employees,
vendors, clients will know
what to say
• Have guidelines in place
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10. How can I help you?
• Bad customer
service can turn
into bad PR
• No response =
“they don’t care”
• Customer
services is new Photo credit: dariuszka
marketing/PR
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11. outreach strategies
• Comment on blogs in your
industry
• Genuine comments
• Searchable terms vs.
messaging
• Connect with conversation
• How would you tell your
neighbor what you do?
• Keep it short
• Get smart about what
reporters/influencers write
about
• See if they have other
outlets, blogs/Twitter
• Any conversation needs to
be relevant and on-target

12. digital assets
12

13. Digital dashboard
Social Media
• NYTimes.com • Multimedia newsroom
• Freep.com • Audio and video
• TechCrunch • Twitter • RSS
• Consumerist • Facebook • Micro-sites/landing pages
• Great Lakes IT Report • LinkedIn • Corporate blog/social
• YouTube networking links
• DocStoc
• Digg
Digital Media Digital Assets
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14. Digital assets
• Multimedia Newsroom
– High-quality images,
graphics
– Audio and video
– RSS
– Links
• Landing
pages/microsites
• Corporate blog, social
network links
14

15. role reversals
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16. Content is king
• Companies, customers, media all create
content
• Everyone’s a critic
• Reviews, reputation evolve
• Social tagging, news links
• Search changes news, shelf life
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17. What’s in it for the company?
• Customer influence
• Brand perception
• Search engine optimization
• Thought leadership
• Your customers are talking
about you

18. online media
relations
18

19. Relationships remain critical
https://twitteringjournal
ists.pbworks.com/Media
+People+Using+Twitter

20. Analysts, influencers remain
important
http://sagecircle.wordpress.com
/directories/analyst-twitter-
directory/
20

21. what’s the ROI?
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22. Measuring social media outreach
• Search Engine Optimization
• Everything is searchable
• Word of Mouth
• Buyer’s make purchase decisions based on what
they see and hear
• Brand Reputation: Return on Influence
• Customers will buy based on the company’s
online reputation and reviews

23. Social media metrics
• Metrics vs. Influence
• Set goals, then track
• Alexa, Google, Compete can provide context
• Relevancy is key
• Corporate reputation and brand awareness
• Sales funnel
• Search Engine Optimization
• Web site referrers and traffic

24. Conclusions
 Media are in transition
 Public relations plays an integrated role
 Businesses and consumers are going online
for research, answers, recommendations
 Companies have the opportunity to
participate in the dialogue or to be
an observer
 Online share of voice, SEO and reputation
building lead to brand recognition, inbound
links, sales considerations
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25. q&a

26. 866.Airfoil / www.airfoilpr.com