2. Social Media
•Open
•Conversations & Dialogue
•Relationship Development
•Multiple voices
•Getting the message to
stakeholders
Social media press release
Video news release
Internet
Social networking
communities / influencers
3.
4. PR 2.0 is the convergence of Public Relations and the Internet
with potential to change how communications professionals
reach customers and online communities with social media
strategies.
No longer will the PR professional have to speak through an
influencer (i.e., the media). We can move forward with a direct
to consumer approach through social media tools.PR 2.0
breaks the traditional mold and allows communications
professionals to think, react and promote in a whole new way.
Today’s audiences are citizen journalists in social
communities that are connected across the Internet.
http://www.youtube.com/watch?v=kQtmidEnaBE
5. What is the purpose of social media in PR?
•Establishing online identity
• Conducting Research – qualitative and quantitative
• Launching event & creating awareness of an issue
•Engaging with customers in dialogue
•Creating new online partnerships
•Communications with External & Internal Audiences
•Crisis Communications & Crisis Management
•Reputation Management (Corporate and Individual)
6. Intranet Case study
Creating a crisis team
representing PR, human
resources, finance, legal,
operations.
Press statement
Written remarks
Planned, promoted a
memorial service
Grief counseling and
intentions for future relief.
Pharmaceutical Services Inc.
WEST
Explosion ripped through its
kinston, NC factory leaving death
and injury in its wake.
A 500 million public corporation
Date:
Schwartz communications
helped WEST
7. Case Study
Tourist campaign
Newsletter to
marketers
Bought search terms
on search engines
Twitter, Facebook, You
tube, Flick stream.
Community relations
donations
BP spill Location: Golf
of Mexico.
Date:
8. a new format of writing press releases that
incorporates web-based tools for people to
share and discuss the information of the
release with one another.
webprpro.com/prglossary
9. Traditional way Customer Service 2.0
Phone calls for reviews
Filling of forms in
stores
Mailing list
Approach by
demographics
Invitation to events
Internal blogs
Social networks
Online communities
Technical Support
Order Tracking
Webmail
E-Billing
comprehensive FAQ
page.
Online reviews
10. Why is it important to understand social media
from a PR perspective?
•Being aware of the latest technologies to
implement our communication messages and
campaign strategies
•Know how people are getting their information
and stories and effectively communicate and
share meaning with audiences
•To build networks with fellow PR professionals
you never know who you are going to meet
•Understanding the key online influencers and
opinion leaders
•A way to understand our target audiences and
how to best communicate with them
•A tool to use to manage online reputation for
our client as well as ourselves
