This document discusses the changing role of public relations (PR) and how it now fits within the social and digital media landscape. It notes that PR is essentially about communication and the media environment has already changed. Modern PR now encompasses social media, search engine optimization, online monitoring, events and more. It emphasizes that PR professionals need to actively engage on social media to understand how the industry is evolving and that the approach needs to be tailored to each individual brand. Measurement of engagement and strategic planning are also important aspects of integrating PR and social media effectively.

1. Online PR \ Social \ Digital Where PR fits into the Social \ Digital Media Mix Nicholas O’Flaherty MD, Bullet PR @NickOFlaherty

2. Misconception PR = Press Releases

3. Is PR a robotic act?

4. The Reality PR = Communication

5. The Landscape The media game isn’t changing, it’s already changed

6. Media Morphing

7. Brand Advocates

8. Alternative Approach

9. The Changing Dynamic Social Everything?

10. Adapt to Survive Modern PR is Social Media, SEO, Online Monitoring, Events and More

11. Walk the Walk If you want to understand the future of PR and communications, you need to take part

12. Talk the Talk Social Media isn’t essential for every brand

13. SMO Social Media Optimisation

14. A Different Style Do you talk the same to your friends as you do to the in-laws?

15. The same, but different

16. Our Experience If it wasn’t for Social Media, we probably wouldn’t be around

17. Digital Engagement Engagement, not Influence

18. The Blogosphere Quality over Quantity

19. So, where does PR sit? Strategic Advisor Creative Consultant Additional Resource

20. Balancing the content

21. Communications is a skill... ...and we all have different skills. Recognise your strengths and act accordingly

22. In it for the long haul Social and Digital Media done right is a long haul, slow burn exercise

23. Strategy is Essential

24. What does good look like? Set a goal, but also make sure you have a tool with which to measure

25. Measurement Tools

26. Which monitoring tool? The online monitoring tools are subtly different

27. For example: Is it for managing workflow? Social media as an extension of the customer service channel

28. Are you a company driven by innovation? Collect ideas through enterprise-wide collaboration

29. Do you want to measure mentions by geography? Global vs. Local

30. Number of mentions and a broad overview of sentiment? Paid vs. Free

31. The question: What actually matters to people?

32. The Age Of Content Creation Consume Create Share

33. The Future is Personalised Content that matters to you

34. Cutting through the clutter Sifting the wheat from the chaff

35. Engagement Tactics 1. Competition-based 2. Customer Service 3. Collaboration 4. Community Building 5. Guy/Girl Next Door

36. 1. Competition-based

37. 1. Competition-based

38. 2. Customer Service

39. 2. Customer Service

40. 3. Collaboration

41. 3. Collaboration

42. 3. Community Building

43. 3. Community Building

44. 4. Guy/Girl Next Door

45. 4. Guy/Girl Next Door

46. Summary Social Media is the biggest shift in marketing since the arrival of the internet

47. The Synergy Social Media, like PR, is all about communication

48. Knowledge (and Experience) is Power The future of PR lies in articulating the relationship with Social Media