USC presentation on PR and emerging technologies

1. Public Relations
Emerging Technology, Content, Audiences

2. PR professionals
as content producers
•Mobile strategies
•Tablet content
•Social Media / participatory campaigns
•Community / channels / niches

3. The digital age
•Lead, evolve,
adapt, innovate,
experiment
•Technology
•Audience
•Media

4. Themes
•Personalized
•On demand
•Seamless screens
•Examples: [Amazon, Netflix, Hulu,
Pandora, iTunes, etc.]

5. Personalization
•Social
Media
•Facebook
Twitter
hashtags
Flipboard
FB Paper

6. On Demand
•Searchable by hashtag/tags
•Archived so content is
available on demand
•Channels created to organize content
•Aggregation (content from all three
campuses)

7. Seamless Screens
•Web
•Mobile
•Tablet
•Apps
•Traditional media

8. Seamless Screens?
• Whether you are pursuing
communications/PR, the
concept of seamless
screens is important (for now).
• Wearable technology, other
advancements are now
available and being developed
• Blog/website: Responsive site/
App development/Social
Media presence

9. Think Mobile
Video from ONA

15. By the numbers
• As of January 2014:
• 90% of American adults
have a cell phone
• 58% of American adults
have a smartphone
• 32% of American adults own an e-reader
• 42% of American adults own a tablet computer
—PEW Research

16. What does this mean for
communications/PR?

17. Mobile strategy
•Responsive
design
•App
development
•Mobile-specific
projects
•Mobile application development/design

18. Mobile Curriculum
• Understand User Experience
• Mobile Media Explorations (survey course)
• Programming Fundamentals
• Vector Graphics
• Interactive Media Design
• Mobile Design Studio I /
Mobile Design Studio II
• Mobile Game Design
• Business of Mobile Media

19. Mobile App Design
• I’m so glad someone is creating this program. I get
asked all the time about people looking for app
developers with a background in design and this is
exactly what is needed. —Apple Rep
• Input from developers, community, game
developers/designers, designers, local development
companies, journalists, etc.

20. Business of Mobile
•Experimental ad models
•Streamlining ads
•Ads as content? (BuzzFeed)
•Course covers legal, ethical issues
relating to mobile

25. Mobile Content Producers
•VJ class
•Tools
•Quick turnaround
•Content for Social Media
•Experimenting
•Field assignments

26. Deadline Assignment
• Midterm: DSLRs took much longer to finish the
assignment
• Quick turnaround and quality pieces with solid j-
skills, proper equipment, tech skills
• It’s about GOOD STORYTELLING, first and
foremost; accuracy; strong characters
• Know your AUDIENCE
• Diversity of community/diversity in tech

29. Mobile content
•User-generated campaign:
Burberry “Art of the Trench”
• “In addition to the professional photographs, Burberry fans were
asked to upload photos to the site, and all viewers of the
website could comment on and share the photos. Users were
also able to browse trenches according to weather, color, style,
gender, popularity, or collaborations. Within the first six months,
the Art of the Trench site generated 7 million views and is still
active today. The campaign re-established Burberry as the "it"
brand in the fickle world of fashion.”
—imediaconnection.com

30. Dunkin’ Donuts
•Coolatta
campaign
• Dunkin’ Donuts
came up with an
engaging campaign
to promote the
launch of their #Coolatta beverages. Dunkin’ Donuts
encouraged their #Facebookfans to upload a photo of
themselves with a Coolatta beverage. By doing, they would
be automatically entered into a daily giveaway.
—www.postano.com

31. Tablet
• Tablet Content
Development
• Buffalo Bills App
• Design, User Experience
• Students gain experience
developing their “article”
from content to design,
testing and launch.

32. Tablet development
• Variety of tools
• Coding your own app
• Other services:
• Adobe Digital
Publishing
• Mag+
• Example: Buffalo Bills
http://tv.adobe.com/watch/digital-publishing-customer-showcase/buffalo-bills-tapping-into-a-
greater-fan-experience/

33. DPS
• Puts interactive design in
the hands of designers
• The majority of the major
magazine market uses DPS
• Buffalo Bills, Sotheby’s,
National Geographic, Wired
Magazine
• Uses tools designers are
already familiar with
• Cost, turnaround time

34. iPad Demo
• Sotheby’s:
http://www.adobe.com/products/digital-publishing-suite-
enterprise/use-cases.html?promoid=KKSDG
• Buffalo Bills Gameday App

35. Social Media
• How to make
your content
social
• Many times,
you are not
competing with
other news
sites, you are
competing with
Grumpy Cat.

36. Social Media
•Social Media is a conversation
• Did you see that selfie from the Oscars
last night?
• Did you hear the latest news on Flight
370?
• Did you see that Doritos Superbowl
commercial?

37. Social Media
•Social content is sharable, talked about.
•Have a plan.
•Know your audience.
•What is your goal?

38. Possible goals
•Share info
•Create awareness
•Take action
•Buy a product, take a quiz, volunteer,
etc.

39. Think about engagement

40. Know your audience
•Demographics for Twitter, Facebook,
Pinterest, Instagram vary.
•Example: Pinterest
• “According to full service agency Modea, the
majority are female mothers — 28 percent have a
household income of $100k+.” —Mashable

41. Measure success
•Hootsuite
•TweetReach
•Klout
•Social Mention
•Twazzup

42. Provide your social media
team with content
•Quotes
•Images (always try to have images/
visuals with social content)
•Video
•Interesting factoids/engaging questions/
surveys

43. Social Media Campaign
•Gillette
•#howdoesheshave
• “The campaign content also accounted for 15%
of the company’s total YouTube views.
Media coverage ran the gamut from The
New York Times to Late Night with Jimmy
Fallon, while sales generated included a
double-digit percentage increase at a leading
retailer during the Father’s Day period.”
—PR Week
• Mayim’s theory: http://www.youtube.com/watch?v=-5_WgGFPIWc

45. Be carefully spontaneous

46. Be strategically spontaneous,
but also be careful!

47. Community First
• KPCRadio.com: Everyone has a story. Broadcast it.
• Public radio model / Diversity is important
• Although we will focus on the local community, we
will keep in mind the broad audience to which the
Internet allows us to reach. We will think, first and
foremost, of our most local public. We will
uphold journalistic and professional standards.
We will strive to maintain fair and balanced
programming. We act as a community billboard of
sorts that allows an open forum on campus and in
the community.

50. KPCRadio.com
• As a body of students in an educational setting, we
will endeavor to be innovative and experimental.
We will take full advantage of our creative license and
realize that we have an incredible opportunity to
change the future of our industry. This is the
culmination of everything we have learned and will be
a platform for multimedia.
• Site: www.KPCRadio.com
• Mobile App / TuneIn App / iTunes / searchable
podcasts / categorized and archived

51. Create your own
channels
•SoundCloud
•YouTube
•Twitter
•FB
•Participatory Content

52. Social Media Campaign
•Involve your
community
•Lays “Do Us a
Flavor” campaign
• “A Facebook app enabled fans to create
their own flavors and featured videos with
different pairings for inspiration.”
—PR Week

53. Big Picture
• Live as your audience does
• ENGAGE /KNOW YOUR AUDIENCE
• ADAPT / INNOVATE / EMBRACE TECH
• EXPERIMENT / INSPIRE / failure = growth
• REMEMBER the foundations your craft &
good storytelling
• Think about your community

54. Try it out!
•Mobile equipment
•iPad apps / testing center