Social Media: The New Engine of PR


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  • Conversation prism developed by Brian Solis, interactive at
  • Social Media: The New Engine of PR

    1. 1. Social Media: The New Engine of PR Paul Furiga WordWrite Communications Slippery Rock University PRSSA| September 21, 2011
    2. 2. First, let’s set the stage . . .
    3. 3. What is social media all about?
    4. 4. Who’s best skilled at conversation? <ul><li>Traditional advertising/marketing </li></ul><ul><li>Public relations </li></ul><ul><li>Social media technologists </li></ul>
    5. 5. It’s not social media technologists. . . <ul><li>Because it’s all about the technology, not the people </li></ul><ul><li>The medium is NOT the message! </li></ul><ul><li>It ’ s not how fast or broad your message is, it ’ s about the conversation! </li></ul>
    6. 6. It’s not advertising because that’s. . . <ul><li>When you come in to the office after your big date and brag about how great you were. </li></ul><ul><li>It’ s all about what you say about yourself. </li></ul><ul><li>Ultimately, the only response is Buy! Buy! Buy! </li></ul>
    7. 7. It’s public relations because that’s . . . <ul><li>When your date comes into the office the morning after your big date and tells everyone how great you were. </li></ul><ul><li>It’s all about Third-party validation — what other people say about you. </li></ul><ul><li>And validation occurs through conversation . </li></ul>
    8. 8. Public relations is it because . . . <ul><li>WordWrite’s definition: Good social media taps the deep and elemental human love of stories to build two-way, ongoing relationships with the audiences you need to reach. </li></ul>
    9. 9. PR has always been a conversation . . . <ul><li>Conversations with reporters lead to stories </li></ul><ul><li>Conversations with influencers lead to public support </li></ul><ul><li>Conversations with customers lead to sales </li></ul>
    10. 10. Do the conversation math . . . <ul><li>If Public Relations = Conversations </li></ul><ul><li>And Social Media = Conversations </li></ul><ul><li>Then Public Relations + Social Media = </li></ul><ul><li>Social Media: The new engine of PR </li></ul>
    11. 11. How so? <ul><li>PR techniques translate to social media </li></ul><ul><li>You pitch reporters, you pitch bloggers </li></ul><ul><li>You monitor the media, you monitor social media </li></ul><ul><li>You create content for both </li></ul><ul><ul><li>Bylines to blogs </li></ul></ul><ul><ul><li>Pitches to posts </li></ul></ul><ul><ul><li>Video news releases to YouTube video </li></ul></ul>
    12. 12. If this is true, what is the future of PR? <ul><li>An increasing need for social media savvy </li></ul><ul><li>A fundamental understanding of conversation </li></ul><ul><li>A comprehensive understanding of PR tools and techniques </li></ul>
    13. 13. If this is true, what is the future for YOU? <ul><li>Become savvy about social media </li></ul><ul><li>Become a conversationalist </li></ul><ul><li>Learn PR tools and techniques </li></ul>
    14. 14. A few words about WordWrite . . . <ul><li>A PR firm with the most valued public relations model in the world (StoryCrafting SM ). </li></ul><ul><li>100 percent growth this year; hired 3 in last 3 months </li></ul><ul><li>A “small giant” built on guerrilla strategies: </li></ul><ul><ul><li>Created our own “secret sauce” in StoryCrafting SM </li></ul></ul><ul><ul><li>Use StoryCrafting to reposition us at the front end of the marketing value chain </li></ul></ul><ul><ul><li>Smart application of complementary tools and processes (Hubspot) </li></ul></ul>
    15. 15. WordWrite . . . 2011 and beyond <ul><li>Among new/expanded clients in 2011: </li></ul><ul><ul><li>BAE Systems, Inc. </li></ul></ul><ul><ul><li>Buck Consultants (Atlanta, Philadelphia) </li></ul></ul><ul><ul><li>Center for Victory </li></ul></ul><ul><ul><li>Kennametal </li></ul></ul><ul><ul><li>Light of Life Rescue Mission </li></ul></ul><ul><ul><li>SAE International </li></ul></ul><ul><ul><li>Tender Care (Bradford Child Care Services) </li></ul></ul>
    16. 16. Thank you! Questions? <ul><li>Linked In: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Twitter: @paulfuriga / @wordwritepr </li></ul><ul><li>Online: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>