This document discusses how digital technologies and the rise of social media have changed public relations practices. It outlines both traditional "old school" tactics like newsletters, flyers, and reports as well as newer "new school" digital tactics like websites, blogs, social media posts, and videos. While traditional tactics are still useful, digital platforms allow PR professionals to directly communicate with publics at a lower cost and larger reach. Research has also evolved from traditional focus groups and surveys to tools that track online conversations, traffic, and interests.

1. DIGITAL PR (PRAD 391) The Game Has Changed

2. How did you get your client or organization noticed before the Web and social media? Buy advertising space Earn media coverage (through media relations/publicity) Interpersonal communication (one-on-one or small group interactions – think a salesperson) Organizational communication (direct mail, flyers, brochures, newsletters, annual reports, etc.)

3. Digital technologies and the Web help put the “public” back in public relations Through digital platforms such as the Web (social networking sites, e-mail, blogs, online video, websites), we can now communicate directly with our publics. Thanks to the emergence of the Web, there is no longer a “wall” between the organization and its publics Big Benefits: Lower cost generally than advertising and the potential for much larger reach than traditional interpersonal or organizational communication tactics available In the “old days” how would a PR professional communicate directly with her publics?

4. “ Old School” vs. “New School” to communicate directly with one’s publics Important: The rise of “new school” digital PR tactical options does not represent the end of “old school” tactics; they still very much have their time and place. This class of course will be focusing on digital PR options. Old School Tactics New School Tactics Newsletter or letters E-mail/e-newsletters Flyer /Brochure Website and blog posts Reports Web video (YouTube, etc.) Host an event Facebook news feed/wall Give a speech/presentation Tweets Position papers/reports Mobile apps/alerts

5. Working through the media used to be the only game in town for PR, but this is changing

6. Some brands now have audience reach that matches or exceeds the largest traditional media outlets

7. In the old days, how would we conduct research during, before, or after a PR campaign? Old Days: Conduct focus groups Conduct in-depth interviews Surveys (telephone or in-person) Content analyses of media clips Secondary data (reports, etc.) Informal research (customer feedback, employee comments, etc.) Today: Track search query/interest data (Google Trends/Insights) Track website traffic (Omniture, Webtrends, Google Analytics) Track conversations on Twitter, Facebook and other social networks Monitor email comments, post to blogs, brand communities, etc.

8. Bottom-line: The Social web impacts all stages of the public relations campaign process