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Chapter 4
Social Media in Public Relations
Team Rose
Brian Solis
● Principal analyst at the Altimeter Group
● Challenge Public Relations professionals to re-focus on influence
● Social Media formula- ART
○ Actions, reactions, and transactions
● Social media is shifting the work in PR
● Press releases and traditional media releases to “shareable online content”
● Developing interest in C-Suite
○ Top senior-level executives
○ May not have interest in social media
○ Seeks to influence key decisions such as social media policies
○ Important for companies to watch for the C-Suite
Public Relations Management
● No longer impressed with just social media campaigns
● Clients want return on investment on social media, PR, and advertising
● eCommerce: online sales & business
○ Allows business to link social media efforts to increase sales, conversations, website traffic, etc
● Key performance indicators: monitoring social media and sales data
Social Media Influence
● Influence is important
● Data suggests actual friends are most
influential
● Social media platforms and networks such as
Instagram and Vine could increase influence
● Klout is used for tracking broad engagement
across multiple social media platforms
● Owned media: apps, website, media the
company owns
○ Helped with media campaigns
Public Relations History and Tactics
● PR is not how everyone sees it
● Began with the church and political propaganda
● PR went from wild and false claims to “professionals comparable to attorneys, counseling clients”
● Today PR is managed by social media accounts and communication, focusing on reputations and crisis
communication
Public Relations Theories
● Common PR practices are press releases, events, press conferences, etc
● Debate about PR theories
● Common theories: agenda-setting, cultivation, ethics, issue management, persuasion, and
organizational communication
● Debate about “the purpose of PR is to manipulate the behavior of the public”
Organizational Structure
● Models function as situational strategies
● Strategies help contribute the “ideology” of an
organization
● Social media would change professional mindsets
● There should be focused centered on communication
with the public
○ Changed thought process helps degree of engagement with
the general public
Public Relations in Social Media
● Public relation communication thrives off of
credibility
○ Personal character development
● Bond between companies and public is stronger
● Miscommunication is a common grounds
○ Inevitable
● Twitter platform has become evolved
○ Expansion of politics and business corps
Social Capital, Conflict and Collaboration
● Trust is built through interaction and communication
● Building a strong identity is self promoting
○ Allows engagement with public
● Separation of individual and professional users
○ Beneficial in different ways
● Virtual collaboration through social media
○ When is it appropriate?
Social Media Tactics: Internet
● Information would be passed through from one to the
next
○ Playing the game “telephone”
● Monitoring of Twitter database
○ This includes: videos, pictures, infographics, links, etc.
● Developing tactic can create a bigger buzz than paper
communication
○ Storytelling techniques
● Live updating by on-site PR professionals are more
common
○ News is easier to receive and give
○ Becomes more difficult to become original
Phil Gomes
● Believes in pros and cons of PR professionals
○ People are number one factor of this belief
● Data isn’t comparable between companies
○ There needs to be distinguishing factors for comp
matching
● Minimizing the confusion with shared data increases
productivity
○ Overall awareness and understand is achieved
● Digital world has been established to its entirety
○ This will become a necessary skill in PR professions
PR Newsroom and Message Targeting
● Response and immediate connection with consumers
is essential in a profitable business and social media
page
○ Acknowledgement or physical money
● Engages audience with “client-media” storytelling
● Trend spotter occupation have primary focus on
identifying news
● There is a transformation of media and marketing
due to social media
● Broad team of different professions create a well
marketed media page
PR Blogging and Case Studies
1:22 -2:22
PR Blogging and Case Studies
● PR blogging gives companies a direct voice with
their customers
● It also gives bloggers a chance to gain revenue
and build their brand
● PR people can reward loyal customers with
“shout outs”, gifts and more
PR Blogging and Case Studies
● Create experiences exclusive to
their social media
● Create or take over hashtags
○ Tricky: some fans think
negatively of this
Corporate Social Responsibility (CSR)
● CSR asks companies to consider their efforts on social
media as long term
● CSR is a way to develop legal, ethical, and global best
practices
● States that customer voice is immediate
○ Negative reviews can impact business
Non-profits
● Have the most gain from social media communication
● Media budget =$0
● Social media= $0
● Connect to fans and customers
● Build a reputation
Success!
● A personable CEO on social media has the
opportunity to build and grow their business
Failures :(
● More likely
● Messages don’t get properly filtered through PR
strategic planning and mistakes happen
● In 2013, 16 people lost their jobs because of a tweet
Lessons
● The internet never forgets…
● Social media can make or break a company
1. Measure what matters
a. Impressions and ad equivalency are moot points if your media efforts aren't impacting the company's bottom
line
2. Re-think media placements
a. Social sharing, online pieces and often driving conversation better than print coverage
3. Adopt a channel-agnostic approach
a. By connecting content across earned, owned, and paid media, brands, can tell a cohesive story that with
discerning consumers today
Activity!
Answer our questions right and get a piece of candy!
Question 1
What does Brian Solis’ ART formula of social media stand for?
Question 2
What are the two things that started Public Relations?
Question 3
According to the Social Capital, Conflict, and Collaboration slide, what is trust
built through?
Question 4
Complete the sentence below:
There is a transformation of __________ and ___________due to social media
Question 5
Complete the sentence below:
PR blogging gives companies a direct voice with their ___________.
Question 6
True or False
Debate about “the purpose of social media is to manipulate the behavior of
the public”
Question 7
True or False
CSR asks companies to consider their efforts on social media as long term

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Group presentation (1)

  • 1. Chapter 4 Social Media in Public Relations Team Rose
  • 2. Brian Solis ● Principal analyst at the Altimeter Group ● Challenge Public Relations professionals to re-focus on influence ● Social Media formula- ART ○ Actions, reactions, and transactions ● Social media is shifting the work in PR ● Press releases and traditional media releases to “shareable online content” ● Developing interest in C-Suite ○ Top senior-level executives ○ May not have interest in social media ○ Seeks to influence key decisions such as social media policies ○ Important for companies to watch for the C-Suite
  • 3. Public Relations Management ● No longer impressed with just social media campaigns ● Clients want return on investment on social media, PR, and advertising ● eCommerce: online sales & business ○ Allows business to link social media efforts to increase sales, conversations, website traffic, etc ● Key performance indicators: monitoring social media and sales data
  • 4. Social Media Influence ● Influence is important ● Data suggests actual friends are most influential ● Social media platforms and networks such as Instagram and Vine could increase influence ● Klout is used for tracking broad engagement across multiple social media platforms ● Owned media: apps, website, media the company owns ○ Helped with media campaigns
  • 5. Public Relations History and Tactics ● PR is not how everyone sees it ● Began with the church and political propaganda ● PR went from wild and false claims to “professionals comparable to attorneys, counseling clients” ● Today PR is managed by social media accounts and communication, focusing on reputations and crisis communication
  • 6. Public Relations Theories ● Common PR practices are press releases, events, press conferences, etc ● Debate about PR theories ● Common theories: agenda-setting, cultivation, ethics, issue management, persuasion, and organizational communication ● Debate about “the purpose of PR is to manipulate the behavior of the public”
  • 7. Organizational Structure ● Models function as situational strategies ● Strategies help contribute the “ideology” of an organization ● Social media would change professional mindsets ● There should be focused centered on communication with the public ○ Changed thought process helps degree of engagement with the general public
  • 8. Public Relations in Social Media ● Public relation communication thrives off of credibility ○ Personal character development ● Bond between companies and public is stronger ● Miscommunication is a common grounds ○ Inevitable ● Twitter platform has become evolved ○ Expansion of politics and business corps
  • 9. Social Capital, Conflict and Collaboration ● Trust is built through interaction and communication ● Building a strong identity is self promoting ○ Allows engagement with public ● Separation of individual and professional users ○ Beneficial in different ways ● Virtual collaboration through social media ○ When is it appropriate?
  • 10. Social Media Tactics: Internet ● Information would be passed through from one to the next ○ Playing the game “telephone” ● Monitoring of Twitter database ○ This includes: videos, pictures, infographics, links, etc. ● Developing tactic can create a bigger buzz than paper communication ○ Storytelling techniques ● Live updating by on-site PR professionals are more common ○ News is easier to receive and give ○ Becomes more difficult to become original
  • 11. Phil Gomes ● Believes in pros and cons of PR professionals ○ People are number one factor of this belief ● Data isn’t comparable between companies ○ There needs to be distinguishing factors for comp matching ● Minimizing the confusion with shared data increases productivity ○ Overall awareness and understand is achieved ● Digital world has been established to its entirety ○ This will become a necessary skill in PR professions
  • 12. PR Newsroom and Message Targeting ● Response and immediate connection with consumers is essential in a profitable business and social media page ○ Acknowledgement or physical money ● Engages audience with “client-media” storytelling ● Trend spotter occupation have primary focus on identifying news ● There is a transformation of media and marketing due to social media ● Broad team of different professions create a well marketed media page
  • 13. PR Blogging and Case Studies 1:22 -2:22
  • 14. PR Blogging and Case Studies ● PR blogging gives companies a direct voice with their customers ● It also gives bloggers a chance to gain revenue and build their brand ● PR people can reward loyal customers with “shout outs”, gifts and more
  • 15. PR Blogging and Case Studies ● Create experiences exclusive to their social media ● Create or take over hashtags ○ Tricky: some fans think negatively of this
  • 16. Corporate Social Responsibility (CSR) ● CSR asks companies to consider their efforts on social media as long term ● CSR is a way to develop legal, ethical, and global best practices ● States that customer voice is immediate ○ Negative reviews can impact business
  • 17. Non-profits ● Have the most gain from social media communication ● Media budget =$0 ● Social media= $0 ● Connect to fans and customers ● Build a reputation
  • 18. Success! ● A personable CEO on social media has the opportunity to build and grow their business Failures :( ● More likely ● Messages don’t get properly filtered through PR strategic planning and mistakes happen ● In 2013, 16 people lost their jobs because of a tweet
  • 19. Lessons ● The internet never forgets… ● Social media can make or break a company 1. Measure what matters a. Impressions and ad equivalency are moot points if your media efforts aren't impacting the company's bottom line 2. Re-think media placements a. Social sharing, online pieces and often driving conversation better than print coverage 3. Adopt a channel-agnostic approach a. By connecting content across earned, owned, and paid media, brands, can tell a cohesive story that with discerning consumers today
  • 20. Activity! Answer our questions right and get a piece of candy!
  • 21. Question 1 What does Brian Solis’ ART formula of social media stand for?
  • 22. Question 2 What are the two things that started Public Relations?
  • 23. Question 3 According to the Social Capital, Conflict, and Collaboration slide, what is trust built through?
  • 24. Question 4 Complete the sentence below: There is a transformation of __________ and ___________due to social media
  • 25. Question 5 Complete the sentence below: PR blogging gives companies a direct voice with their ___________.
  • 26. Question 6 True or False Debate about “the purpose of social media is to manipulate the behavior of the public”
  • 27. Question 7 True or False CSR asks companies to consider their efforts on social media as long term