PR and Social Media: Can you have one without

the other?

Table of Contents

• Public Relations– What is it?– PR vs Advertising– PR and Marketing– PR: past and present

• Social Media– What is it?– Biggest platforms to use– Why to use those platforms– Best practices

• How they work together– Managing Feedback – Crisis Management/Recovery– The Importance of Forming

and Maintaining Relationships

– Combining PR & Social to Boost Brand Awareness

Summary Social Media is a growing channel of digital communication. PR is the art of a strategic communication that builds mutually beneficial relationships between organizations and their publics.

In this meetup, we will explore: what each is, how it can be used, and why it is important. Then, we will delve into how in present day, the integration of both strategies can work for someone to deliver maximum results!

PUBLIC RELATIONS“PR”

Public Relations Overview

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

What is Public Relations?

It’s not just “how to deal with the media…” It’s all-encompassing and should be practiced in every organization.

While not brain surgery, good public relations requires skill and finesse.

•Relationship Building

•Engagement

•Know what you want to say and how to say it

•Understand your audience.

•Follow the Code of Ethics.

Public Relations the art of persuasion

Public Relations, Advertising and Marketing

• PR is earned media.

• Advertising is paid media.

• PR and Marketing go hand in hand. Encompasses any and all forms of communication.

Public Relations Planning and Strategy

• Anticipate reactions from your actions• Analyze – monitor all forums• Interpret public opinion.• Strong messaging• Apologies accepted. Be quick, sincere and honest.

Public Relations Traditional PR

• External Relations• Internal Relations• Social media is a important forum for both types of PR.

Public Relations Today

• Different approach with social media. Content is brief, visual, compelling.

• May manage multiple forums…constantly.

• Media more reliant on social media to receive and share information.

• Bloggers have credibility as influencers.

Public Relations and Social Media

• Have a strategy for how you’ll communicate on social media.

• Establish guidelines for content• Be true to your brand.• Have a plan for dealing with negative feedback…and be prepared to bend.

• Know the influencers and engage.

SOCIAL MEDIA

Social Media Overview

Social media started off including:Forums Blogs MicoblogsWikisSocial networksSocial bookmarking & aggregation sites

What is Social Media?

Simply put, social media is any website or app that encourages users to participate, most notably through creating and sharing content (participating in social networking, online). This is not exclusive to the ‘biggest’ or most traditional social networking websites.  

Now there are FAR more categorizations.  “The Conversation Prism” (created by Brian Solis & JESS3) is a great illustration of many more possible categories:

Social Media Metrics Key

All of these platforms, in some way, allow their respective communities to interact, contribute input and/or content, collaborate, and (as the name implies) socialize.

Social Media Platforms

What are the biggest platforms?

Facebook (According to statistics from the Nielsen Group, U.S. internet users spend more time on Facebook than on any other website.)•YouTube•Instagram•Twitter•Reddit•Vine (since shut down)

Social Media Platforms

See the top 15 top sites of 2016, per DreamGrow, below.

Why do businesses use these platforms?

•Ease of use •Cost •Access to audience/community/target •Incorporation of traditional marketing/branding goals •Keeping up with the Jonses - Sad, but true. So many companies use social now, those who don’t are often seen as laggards.  They then hop on board (oftentimes haphazardly)!

Social Media Why?

Social Media Best Practices

• You don’t have to be EVERYWHERE.  Research before jumping in. Choose platforms/sites that are relevant to you. Targeting B2B communities, advertising, and interactions?  LinkedIn makes sense, Pinterest doesn’t.  Just because it exists, doesn’t mean you need to be there.

• Strategize.  Never just “hop online” and start posting.  Have a purpose. Do some research.

• It’s SOCIAL media. Be social.

• Quality Over Quantity

• Be sensitive to & aware of multicultural approach. Be cognizant of national disasters, tragedies, etc.

• Manage feedback - both positive and negative.  Don’t just delete or ignore negativity - this is an opportunity.

PR & Social Media: Can you have one without the other?

Management- Negative Feedback

Managing Negative Feedback

•Establish protocol in advance for addressing negative feedback.•Identify who responds…train them with key messages. •Try to move conversation off-line. •May use issue as a way to educate broader audience. (Ex: Cell phone company case study)•When to delete…

• Be aware of the situation and acknowledge it.• Develop crisis communications plan. Share with key stakeholders. Train key stakeholders. Adapt as needed.

• As information comes available, respond where appropriate (start with where the crisis broke, then be sure to check all other platforms/venues)

• Consistent Messaging. Be proactive with influencers (media, legislators/regulators, investors, employees, customers).

• Apologize, but be careful how you do it. Be genuine, be transparent, and above all, do not point fingers. Own your mistake.

• Make relevant information easy to find. Having a blog post, web page, or even a dedicated Facebook post with details will cut down on response time to individuals and ensure message stays the same.

Crisis Management & Recovery

Crisis Management & Recovery

Give people a place to vent where you have the ability to moderate and respond. Example: Facebook Penn State/Jerry Sandusky scandal. Credit: Jay Baer

Crisis Management & Recovery

• When responses aren’t manageable online, or when community members are angry or upset beyond consolation, do everything possible to take the conversation offline.

• Once you’ve managed the crisis, document everything. Review it. Incorporate what you’ve learned into your strategy for the future.

• Recommended reading: “Don’t Be Scared, Be Prepared - How to Manage a Social Media Crisis” - http://bit.ly/2ifHIuT (Jay Baer)

The Importance of Forming and Maintaining Relationships

• Original form of “influencers” - celebrity endorsement• Social media influencers - Simply carry influence. Many have large and/or powerfully engaged following and can bring eyes and ears to your brand/cause/product.

The Importance of Forming and Maintaining Relationships

• Get to know your influencers. • Learn their likes/dislikes? How do they like to be contacted?

• What deadlines do they work on? Be respectful of their time.

• Follow up with them, always.• Always be honest, dependable and considerate to strengthen relationships

• Process is a bit different because response time is more immediate with social media. Consider that reporters/bloggers, analysts also have to respond quicker.

• PR has more functions than just responding to negativity, doing damage control, or managing a crisis.

• Social is an outlet that can be used to boost brand awareness by leveraging PR initiatives/efforts.

• Example: TOMS

Combining PR & Social to Boost Brand Awareness

Combining PR & Social to Boost Brand Awareness

Q&A

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We hope you enjoyed our Meetup!