Upload
emily-booth
View
227
Download
8
Embed Size (px)
Citation preview
Social Media InPublic Relations
Emily BoothCourtney Conner
Dre KellySam Riley
Beyanka Wheatley
“We try to amass followers and likes as if it’s a ‘thing’. We try to get views because that’s how we justify and substantiate our work. But why? What’s it all for? What does it mean? What does it matter?”
-Brian Solis (@briansolis, 2013)
What is Public RElations?
Public Relations ManagementThe development of Internet and Web in the 1990s influenced companies, organizations and individuals to create their own websites
Key performance indicators (KPIs) focus on continuous monitoring of social media and sales activity data
Social Business
Influence is very important! Data suggests that actual friends are most influential which is why PR try to tap into the influence of social networks
&
Public Relations Management (Continued )Early social media ( , ,& ) empowered people to
interact as media producers
The rapid growth of the media market driven by smartphones and tablets create a need for new apps and new platforms
Richard Edelman’s (President of Edelman) “Hamburg Principles” urge PR to focus on digital media and research, and partners with advertising agencies when working with large clients
Public Relations History & TacticsMessage management began with church and political propaganda
centuries ago, and it was fueled by 20th century technological and social change
In the 1910s, PR featured traditional tactics, such as traveling publicity tours
In 1948, Harry Truman conducted a nationwide “Whistle Stop” train tour which helped obtain live radio campaign
Between 1949 and 1952, Edelman launched a small PR firm, quickly adopting new technology of television with millions watching I Love Lucy and other popular shows
“Key theories may enhance critical thinking abilities of students critical thinking abilities of students, interns and professionals.”
-Latchaw, Allen, and Ogden (2009)
Public Relations TheoryPR focuses on communication strategies and tactics, organizational practices and management which includes new releases, press conferences, events, and publications
With the broader communications industry, there is debate about the volume of theory versus practice
Theoretical perspectives are agenda-setting, cultivation, ethics, issues management, organizational communication and persuasion
CredibilityThe potential for attitude &
behavior change through social media communication
It has been related to believability, leadership, warmth, salience, trustworthiness, expertise, attractiveness, skills, accuracy, and sincerity.
Social Media is a good tool to spread your opinions about certain matters
Audience will follow someone with more credibility
“Gaining social capital really means becoming a strong, consistent member of the online community.”
- Solomon, 2013
Social Capital, Conflict & CollaborationCreated by Robert Putnam in the mid 1990s as he argued for
declining American social relationshipsRefers to the ability of individuals & organizations to benefit
from a communication behaviorIt is a popular idea within the social sciences and has been
related to social interaction, trust, shared value and social media use
Using social networking and media to cultivate social capital should generate opportunities to collaborate beyond organizational boundaries
In PR, there are potentially a large number of opportunities within most communities to utilize virtual collaboration through social media
Social Media TacticsPR people are in search of “traction” amid the noisy and
cluttered world of social media.Use of SEO keywords: getting your story on the top of a search
engine from words or phrases that you are trying to rank, yet social media demands more
PR professionals in search of media and social sharing, even viral distribution, must be strategic by offering timely information
PR encourages public understanding and goodwill towards a particular company and its products or services through social media
Social Media in Public Relations
Public Relations Newsroom & Message Targeting● Edelman PR created the Creative Newsroom idea to address
the need for real-time social media monitoring, response, and strategy.
● Purpose of the Creative Newsroom: provide clients a platform for storytelling, for both real-time and planned marketing. Media Storytelling, to engage audience.
● GolinHarris created “THE BRIDGE” two years earlier than Edelman.
● GolinHarris created a “a holistic engagement network” which offers businesses front row seats to important events, headlinings, and broadcasting.
Public Relations Blogging & Case Studies● Understanding that social media have become PR tools that create different ways to generate customer brand interest. (Including Blogging)● Social Media can be used to hold press conference, launch
national tours that integrate traditional and up to date media.
● Useful tactics: inventing new hashtags or adding onto trending topics, which can eventually connect with new potential customers.
● Bloggers and VIP Influences can help with employee’s brand to expand to different aspects.
● The integrated approach to PR and digital marketing may be positive for brand visibility (blog placement) customer loyalty and even sales.
Corporate Social ResponsibilityCorporate Social Responsibility (CSR) ask companies to consider the effects
of their businesses on social and environmental conditions.
Social Media engagement can be related to CSR by emphasizing social responsibility for individuals, groups, and companies.
CSR emphasized self-regulation within companies as a more effective way to achieve social good over previous efforts of “big government” regulation.
Social media allows consumers to voice their immediate dissatisfaction and engage with others having similar issues. Social media amplifies and accelerates consumer voices, not only forcing company responses, but also nudging interest in CSR.
Communicating CSR may result in positive effects, such as increased brand loyalty for those customers in search of socially responsible products and company behavior.
carroll’s pyramid of Corporate Social Responsibility
NonprofitsNon-profits have the most to
gain from social media communication PR shift.
They are typically faced with low or non-existent media budgets and hope to benefit through earned media.
The best way for them to gain community awareness is through social media.
SuccessesChief Executive Officers (CEO) plays a huge role in developing and maintaining social media Public Relations success stories.
CEO social media use has the potential to increase perceptions of credibility.
The CEO should be able to handle media and public backlashes during times of crises.
However, participating within social media also opens brands to potential criticism attacks.
FailuresPeople must always filter their thoughts before publishing them out in social media, whether it be their own personal account, or the company’s.
The online site Mental Floss reported 16 cases where people were fired because of an inappropriate tweets.
While this firing was immediate, sometimes an old tweet can come back to haunt an employee.
Lessons“Measure what matters” Impressions and equivalency are points if your media efforts aren’t impacting the company’s bottom line.
“Re-Think media placement” Social sharing, online pieces are often driving conversation better than print coverage.
“Adopt a channel- agnostic approach” By connecting content across earned, owned, and paid media.
Discussion Questions: Strategies & Tactics1.How is PR changing because of social media use? What are
the positives and negatives of the shift?2.How is it possible to integrate the different media forms described by the Edelman cloverleaf? What are the most important limitations to integrated PR?
3.What do you see as the most important corporate social responsibility issues related to social media? How might these change in the future?