This document discusses the importance of public relations and social media. It argues that PR is more essential than ever in the digital age. Stories and storytelling are key to cutting through noise on social media. PR provides natural, organic exposure on social networks like having content shared is "baked right in" to search algorithms. The document provides tips on how to start using social media for PR, including researching relevant networks, listening, evaluating what audiences say about your company, designating social media staff, and sharing your business story to engage audiences. Examples from the author's clients using Facebook, Twitter and YouTube are presented. Social media reinforces PR principles like engagement and delivering results.

1. Why PR is More Important — and
More Affordable — Than Ever
Changing Your Future With
Social Media Tools & Online Networks
Paul Furiga
WordWrite Communica3ons
Duquesne University Entrepreneurs Growth Conference
June 10, 2010

2. The WordWrite Manifesto
• We believe in the power of two‐
way communica3on
• We believe stories cut through
the noise and cluHer of 21st
century marke3ng
• Social media is a powerful way
to share your story with
everyone who needs to see,
hear and experience it!

3. Why storytelling is essenIal in SM
• Without context and meaning, it’s all
data, informa3on and (useless)
knowledge
• Our minds need help naviga3ng the
flood of informa3on we receive
• Great storylines need no explana3on,
they organize informa3on to make
meaning for us
• Great stories make great marke3ng!

4. Why PR is essenIal in Social Media
• “PR is not about your boss seeing your
company on TV. It’s about your buyers
seeing your company on the web.”
— David Meerman Sco/
• PR is the DTC adver3sing of the digital age
• No need to crack the Google algorithm ‐‐ PR
is baked right in, “natural” search loves the
“natural” addi3on of PR content

5. SM for PR: Where do you start?
• Research
– Which social media community do we belong in? (handout)
– How can we share our business story in this space?
• Listen
– Watch, learn, observe, and record
• Evaluate
– What did you learn?
– What are your customers/audience saying about YOU?
• Designate
– Start in one channel
– Determine the social media person or team
• Go!

6. Examples from our clients
and WordWrite . . .

7. Client example: Facebook

8. Client example: TwiRer

9. Fun video example: YouTube
http://www.youtube.com/watch?v=lAl28d6tbko&feature=player_embedded

10. WordWrite example: #journchat

11. Social media reinforces PR principles
• Sharing your great, untold story
• Engaging your audience (customers,
employees, neighbors, etc.)
• Delivering results
Social media offer a great selec0on of tools
that expedite PR and business success

12. QuesIons? Comments?
Twi<er:
@paulfuriga / @wordwritepr
Online:
paul.furiga@wordwritepr.com
hHp://wordwritepr.com
10475 Perry Highway Suite 104
Wexford PA 15090
724.935.7580