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CIPRsm
INTEGRATING TRADITIONAL AND
SOCIAL MEDIA
CIPRsm
ABOUT ME
Helen Nowicka,UK head of
digital, EMEA social media
strategist
Worked as a journalist
before moving into PR
Tweet me @Helennow
CIPRsm
WHAT WE’LL COVER TODAY
How social media has changed our
industry
How traditional media is learning to
evolve
How combining both can help you
communicate more effectively
CIPRsm
WHO’S IN THE ROOM?
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A PR HISTORY LESSON
CIPRsm
THE BIRTH OF THE PRESS RELEASE
s
1906: 53 people drown in the
Atlantic City rail disaster
when a train derails on a
bridge
Ivy Lee writes a press
release giving the railway
company’s version of events
The New York Times prints
the release word for word
CIPRsm
THAT MODEL LASTED 100 YEARS
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THEN ALONG CAME SOCIAL MEDIA...
2003 2005 2004
2006
2011
2010
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...AND MOBILE BECAME MASSIVE
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THE COSTS OF A DAILY PAPER ADD UP
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THE FUTURE?
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BUT THE DECLINE OF NEWSPAPERS
IS NOT THE DEATH OF NEWS
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MEDIA HABITS IN THE UK
9 million national newspapers are sold every
day1
Radio 4 attracts 7 million listeners a week2
More than 500,000 people downloaded the
Guardian’s free iPad app3
Nearly 5m people a day browse Mail Online
Sources: 1 – ABC national daily newspaper circulation without bulks Jan 2011; 2 - Rajar February
2012; 3 – The Guardian; 4 – ABCe December 2011
CIPRsm
THIS CHANGING WORLD PRESENTS
OPPORTUNITIES
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LEGACY VS SOCIAL MEDIA
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LEGACY MEDIA STRENGTHS
Breadth of content
Broad audience
reach
Quality product
Reputation / brand
New is news
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SOCIAL MEDIA STRENGTHS
Dynamic: shares
and spreads info
fast
Reactive, tends not
to break news
A background
commentary
Connects people
with similar interest
CIPRsm
IN REAL LIFE, WE EXPERIENCE THIS
DIFFERENTLY
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HOW TRADITIONAL AND DIGITAL
CHANNELS CAN COMBINE
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TWO GOLDEN RULES
1) Work to the communications strategy
2) Be integrated from the start
...then get more tactical, depending on
what you want to achieve
Some examples...
CIPRsm
USING LEGACY MEDIA TO DRIVE PEOPLE
ONLINE
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COMMUNITY DEVELOPMENT AROUND PR
CONTENT
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BRAND PARTICIPATION
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EXTERNAL RELATIONS
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(SOCIAL) MEDIA RELATIONS
Journalists are avid Twitter users so build
relationships there
What multi-media output are your media
contacts creating, and how can you help?
Do you have an escalation process for press
enquiries that come via social media?
CIPRsm
THANK YOU – AND QUESTIONS?
The next two Social Summer sessions are:
Real Time Public Relations – 17 May
The Future of Broadcast – 24 May
@Helennow
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