FROM PR PAST TO SOCIAL MEDIA POWERDeirdre Breakenridge

The Hybrid: New Landscape

Public relations is not dead is just being reinvented without:

• Mass communication • Broadcast model• One way messaging • Corporate walls• Questionable ethics

The Hybrid: New Landscape

Public relations is not dead is just being reinvented with the:

• Bottom up listening approach• One-to-one interaction fosters two way

conversations• Meaningful communication = valuable

resource• PR poised to earn newfound recognition

A Communications Model – With Noise

NOISE

A New Model - No Noise

The Hybrid: Traditional Meets Social Media

The Hybrid: Traditional Meets Social Media

The Hybrid Model

The Hybrid: Our Seat at the Boardroom Table

Success for the PR Professional

Success for the PR Professional

Where are you on the Social Technographics Ladder?

•Creators: make social content go.•Conversationalists: update status on networks•Critics: respond to content from others.•Collectors: organize content for themselves or others•Joiners: connect in social networks•Spectators: read blogs, watch videos and listen to podcasts• Inactives: neither create nor consume social content

Success for the PR Professional

Roles/responsibilities of the Hybrid:

• Strategic communicator• Social media expert • Sociologist• Market analyst/expert • Web marketer • Customer service representative • Relationship marketer • Viral marketer • Conversationalist/listener• Research librarian

Success for the PR Professional

Success for the Hybrid Professional

Success for the Hybrid Professional

Characteristics/Traits of the Hybrid

• Commitment• Perseverance• Experience through experimentation• Proactive• Skilled listener/sharer• Relationship driven • Connector (Agent Zero – From Trust Agents)• Critical/analytic thinker• Strategic communicator

Hybrids Must Show Value

Hybrids Must Show Value

THE MAKING OF THE HYBRID

ARE YOU READY?

THE MAKING OF THE HYBRID

Traditional PR:

• News Releases• Newsletters• Case Studies• Special Events• Speeches • Media Kits• Speakers Bureaus• Public Service Announcements

PR 2.0:

• Social Media Releases• VNR 2.0• Podcasts/Video Podcasts• Blogs/Vlogs• Wikis• Widgets• Polls/Interactive Surveys• Word Clouds

Traditional Coverage Included:

•Wall Street Journal• CNN • Fox & Friends• Bloomberg TV• The Today Show• 94 WYSP Philadelphia• KSRO Radio Sonoma County• 101 WRIF Radio• Big 105.9 in Miami

The IT Department

“What stands between you and Social Media Power”

YOU MAKE THE DIFFERENCE!

Thank you! Any Questions?

Please feel free to contact me.

Deirdre Breakenridge:Email: dbreakenridge@marketmango.comLinkedIn: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridge