PR(Evolution) Session One Pr & Social Media

PR(evolution)Building 21st Century Relationships

“PR & Social Media”

®Jessica Ayers | Jacob Summers

®Jessica Ayers | Jacob Summers®Jessica Ayers | Jacob Summers

PR(EVOLUTION)PR(EVOLUTION)

Social Media in Plain English

What is PR(evolution)?



Social Media & PR


• PR & Media History

• Why Move To Social Media?

• What Does Social Media Do For PR?

• What Are The Dangers Of Not Moving To Social Media?

• Who Is Moving To Social Media?


Defining Social MediaSocial media is the democratization of content and the

understanding of the role people play in the process of not only reading and disseminating information, but also how they share and create content for others to participate. It is the shift from a broadcast mechanism to a many-to-many model, rooted in a conversational format between authors and people.

-Brian Solis





“…“…the democratization of content…”the democratization of content…”

Everyone, not just professionals, creates media content - text, video, sound and music - that newspapers, television and radio used to provide

“…the understanding of the role people play in the process of […] how they share and create content for

others to participate…” Anyone anywhere can connect to participate in discussion or debate, collaborate on projects, and influence those who pay attention to their work.

PR & Media HistoryPre-18th Century

1425: Gutenberg printing press

1620: First newspaper printed in Amsterdam

Jessica Ayers | Jacob Summers


PR & Media HistoryLate 1700s

Books, newspapers and magazines

Ben Franklin’s “Silence Dogood” letters to achieve social change

Federalist Papers printed serially in magazines and newspapers

Media was untimely, inaccessible and effective only in educated circles



PR & Media History19th Century

1830: Telegraph

1852: First compulsory education act in Massachussetts

1876: Telephone

1890: Telephone wires installed in Manhattan

1897: Marconi invents wireless telegraph

Media moved toward timeliness and accessibility



PR & Media History20th Century

1912: Air mail

1916: Tunable radios

1920: First commercial radio station in Pittsburgh

1927: First electronic television

1933: FM Radio

1935: First telephone call made around the world



PR & Media History 1938: War of the Worlds radio broadcast causes mass chaos

1939: Coast-to-coast fax service

1939: Regular television broadcast begins

1940: First commercial television station

1948: Cable television becomes available in the US

1951: First color televisions go on sale



PR & Media History 1962: Telstar satellite transmits image across the Atlantic

1963: Audio cassette invented

1965: Vietnam War first war to be televised

1967: Newspapers & magazines begin to digitize production

1970s: ARPANET, precursor to the internet developed



PR & Media History 1973: VCR

1975: First desktop computer

1979: First mobile phone service

1980: New York Times, WSJ and Dow Jones put news databases online

1985: CD-ROMs and first laptop computer

1991: World Wide Web

1993: WWW made available for free, first ads appear on the internet



PR & Media History 1993: Brian Solis coins the term “PR 2.0” to describe the convergence of traditional

and social media in PR

1997: Nokia Communicator smartphone

1998: First downloadable content for mobile phones

1999: Napster

2004: Howard Dean is first presidential candidate to create a blog



PR & Media History 2007-2008: Barack Obama makes history using social media in his presidential

campaign



Why Move to Social Media?

Because social media is the current step in the evolution of media and PR will be left behind if the industry does

not capitalize on this latest opportunity



What does social media do for PR? Instant interaction with public

Public has instant interaction with you

Low cost media exposure

With the downturn of economy, companies must rely on brand loyalty - gained through personal relationships with a company - to retain customers

Monitoring of what is being said about your brand or product

A way of staying on top of news and consumer trends



What are the dangers of not moving to social media? Difficulty of monitoring what is being said about your firm

Loss of competitive edge

It doesn’t take long for the entire Web to be buzzing about something negative



Motrin Moms

Protest against Motrin ad began with a single “tweet” and escalated into a full scale online riot within hours as Motrin account executives enjoyed their weekend



www.globeandmail.com

www.twitter.com/jessicagottlieb

Twitter Feed


Motrin Moms


Embarrassing Apologies



Who is moving to social media? Most corporations and companies now have blogs posted on their Web site, written

by interns, employees and even CEOs

Many companies also have twitter accounts and MySpace and Facebook pages

Others are capitalizing on the influence of social media users to gain free exposure for their brand or product



Barack Obama



Barack Obama



Government The Senate, House and US Supreme Court are now all on twitter, instantly

updating constituents on details of proceedings



Pepsi

“Today, I received three separate shipments, about 20 minutes apart delivered by courier service. I got two cases with empty cans showing off previous Pepsi logos and designs, and then finally I got a case with six full Pepsi cans showing the new design. Pepsi wanted me to know that they were doing something with their branding and their entire approach over the coming years. They even sent me a DVD to show me some history.”

“What’s interesting to me is that they reached out to me as one of 25 people to get this news. They presumed (correctly) that I’d blog about it. They figured I’d say something one way or the other.”

www.chrisbrogan.com


Pepsi


Nike



Others



The Significance to PRHow Social Media Changes PR Practice

• Research– Reading what people blog about your company– Your company’s online identity

• Planning– How to personally reach people with the new market– How to get people to interact online

• Implementation– Twitpitch, Social Media Release– Pitching to bloggers– Making relevant connections

• Evaluation– Online surveys, 24/7 reactions, immediate feedback



The Significance to PRHow PR Students Should Prepare

Fight fire with fire, do online research Webinars, Web conferences,

Learn from the best Keep up with how businesses are adapting

Read, read, READ! Blogs, online newspapers and twitter feeds

Practice makes perfect Create accounts and experience twitter, blogging and virtual life



The Significance to PRHow Social Media is Taught

Integrating social media into writing courses

Encouraging students to participate in PR social networks and blogs

Conducting research on social media’s effects

Creating online accounts to connect students and teachers

Offering classes like Platform Online Magazine



Next Time Breakdown of social media tools and their uses



Questions?

®Jessica Ayers | Jacob Summers ®Jessica Ayers | Jacob Summers


Thank You.


Business

PR(Evolution) Session One Pr & Social Media