The Rise of Social Media & the Fall of Old School PR
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This presentation includes five takeaways about the importance of social media in the PR industry and five takeaways about how the days of "old school PR" are gone.
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The Rise of Social Media & the Fall of Old School PR
- 1. The Rise of Social Media. .. . … and the Fall of Old School PR
- 2. Nikki Stephan Identity Marketing & Public Relations Social Media Strategist
- 3. Early Years at My Previous Job
- 4. First Year at Identity
- 5. The PR world is still growing and thriving.
- 7. But the tools, platforms & tactics have changed thanks to social media.
- 8. 5 Traditional PR & Social Media Takeaways
- 13. 2. Media are no longer your only audience.
- 15. 3. It’s no longer acceptable to measure by ad equivalency value or clips.
- 17. 4. You must know how to research, qualify and work with bloggers.
- 19. 5. Shrinking media outlets & staff means PR pros must work smarter.
- 22. 1. Information spreads like wildfire. So do mistakes.
- 24. 2. Just like with traditional media, strong relationships with online content creators and consumers is critical.
- 26. 3. Missed opportunities happen if you don’t monitor online conversations.
- 28. 4. The social Web enables content to spread quickly and go viral, but viral is not a viable PR strategy.
- 30. 5. Use social media to connect with journalists, bloggers and other PR pros.
- 33. QUESTIONS?
Editor's Notes
- Compfight – Open up large size, copy and paste, double click to change the size, arrange it to background (position, or arrangement) and choose move to back. Make text box, fill with black, go to opacity or transparency and change to 25%
- Social media strategist at Identity Marketing & Public Relations. Have been there for one year as of March 22. Our agency consists of 23 people, with three of us dedicated to the social strategy work. My job is to help companies of all sizes and from various industries to improve and grow their business through online efforts – creating/managing a presence online, creating content online, communicating online, monitoring online conversations about company/brand, coordinating traditional PR/marketing efforts with online strategy
- Writing (40%), media relations (30%), community relations (20%), other, such as crisis comms, planning/strategy/advising, advertising, branding (10%)
- Very different from four years ago. Now, online/social strategy planning (40%), blogger research and outreach (20%), online monitoring and research (20%), auditing websites, mainly for SEO, and social outposts like Twitter, Facebook, YouTube (10%), traditional PR and other, such as event planning, crisis comms, managing Identity blog and Twitter account (10%). This is more realistic of responsibilities of a PR agency pro who specializes in social. Writing is still a huge part of what I do – tweets, audits, blog posts, emails, 90-day plans, etc. but it’s integrated into everything rather one primary focus.
- Public relations is not dead. The PR industry is still growing and thriving.
- Consider changing to black background with white text
- I could talk for hours about how social media has forever changed the PR industry and role of PR professionals. But my goal for this presentation is to give you five key takeaways about how traditional PR has changed and how social plays an important role in PR.
- Constantly hearing press release is dead, but that’s not true. It has simply evolved.
- Identity created its own press release site for client releases. Also free ones that will rank high in search results, like PRLog.com, FreePressRelease.com. PRWeb is another option, but it’s not free.
- It’s not always about ROI. Give RPLS and Verizon examples. If clients want you to help increase sales, they must give you full access to the sales team and process.
- Give Mango Passport example. Trim down
- WXYZ is doing Skype interviews all the time now. Expert sources need to be easily accessible.
- Employees at a North Carolina franchise put a video up on YouTube of them doing disgusting things while making food. Public/media praised Dominos for using its already established social media channels like Twitter and YouTube to address the issue, but the president also received criticism for waiting too long, not delivering a genuine enough apology, reading from a script and not looking into the camera.
- Find the influencers in the regions that matter to your company/client. Influencer doesn’t mean millions of Twitter followers. Quality vs. quantity. Allow your online communities to really understand who you are/what you’re all about.
- Give Verizon example of how much we monitor. The Web is a vast pool of information. This is often an important part of a PR pro’s services to its clients/company.
- Use different picture, or put photo of Old Spice guy
- We must educate clients/companies that setting a goal to make content viral isn’t realistic. Gary V. brought up the last point during his SXSW talk. Videos were creative and produced a lot of online buzz.
- PR/social media blogs, traditional journalists’ blogs and bloggers you want to connect with on behalf of client/company;
- Add screen shots of good books to read