The document discusses how social media is changing the landscape of public relations. It argues that social media drives authenticity by allowing brands to interact directly with customers, establishes brand familiarity through constant online presence and communication, and facilitates mass communication between companies and audiences without traditional intermediaries. It provides examples of how social media has helped and hurt brand reputations and gives cases of politicians and TV shows using social media for outreach. It concludes that social media will lead to new divisions, jobs and opportunities in the field of public relations.

1. The New Public Relations:
Social Media and the Changing Landscape
Kirstie Hamel

2. Why Should We Care?
• Social media is critical to successful public
relations.
– Drives authenticity
– Establishes brand familiarity
– Communicates effectively with mass audiences

3. So, What Are We Talking About?
Public Relations:
The art or science of
establishing and promoting a
favorable relationship with
the public.
Social Media:
The online forms of
communicating to the
masses, which include
blogs, microblogs, social
networking sites and
podcasts.

4. Authenticity
Brands are
held to their
promises and
public image
Social Media allows users to:
• Follow a brand
• Receive offers and
promotions
• View brand’s community
• See actions taken
Does it really work?

5. Authenticity Success/Failure Stories:
St. Louis Blues
The Tea Party and Barack Obama
BP and the oil spill
George Bush

6. Brand Familiarity
Claire McCaskill: Missouri Democrat
•Twitter
•Facebook
Updates familiarize users with names and faces-
McCaskill’s accounts remind Missourians who is representing them in
Washington.
True Blood: HBO Program
•Twitter
•Facebook
Reminds users about show throughout the year.
Handles cast news, products, and company updates.
Handles controversial topics from episodes.
Repetition, Repetition, Repetition…

7. PR facilitates communication
between companies and their
audiences.
Eliminates the
middle man.
Platform for questions and
answers directly from the
source.
Communication

8. The Power of the Mass Audience:

9. The Future of Public Relations:
NEW Divisions
NEW Jobs
NEW Opportunities

10. Works Cited:
• "Changing the Metrics of PR Measurement." Asian Press Release Distribution - ACN
Newswire. 19 Oct. 2010. Web. 19 Oct. 2010.
• "Driving Sales Through Social Media: A WOMMA Wine Wednesday Event Hosted
by Affect Strategies - KansasCity.com." Kansas City's Best Source for News,
Weather, Sports & More | KansasCity.com. Web. 19 Oct. 2010.
• Parr, Ben. "Facebook “Like” Data and People Search Coming to Bing [LIVE]." Social
Media News and Web Tips – Mashable – The Social Media Guide. Web. 19 Oct.
2010.
• "Public Relations Pros Must Be Social Media Ready." Social Media Explorer —Social
Media Consulting, Public Speaking and Education. 10 Aug. 2009. Web. 19 Oct.
2010.
• "Social Media Is The Responsibility Of Public Relations." Social Media Explorer —
Social Media Consulting, Public Speaking and Education. Web. 19 Oct. 2010.
• Warren, Christina. "How PR Pros Are Using Social Media for Real Results." Social
Media News and Web Tips – Mashable – The Social Media Guide. Web. 19 Oct.
2010.