New Tools of Public Relations: Social Media

The New Tools of Public Relations:The New Tools of Public Relations:l dl dSocial MediaSocial Media

a presentation for BYU PRSSA

by Pete Codella, APRFebruary 11, 2009

CodellaMarketing.com PeteCodella.com

My InfoMy InfoMy InfoMy Info

Pete Codella APR (Accredited in Public Relations)Pete Codella, APR (Accredited in Public Relations)

President | Codella Marketing

Owner | NewsCactusOwner | NewsCactus

Pete@CodellaMarketing [email protected]

@Codella | @NewsCactus

801.294.7188


AgendaAgendaAgendaAgenda

• How social media has changed the role ofHow social media has changed the role of public relations

• An effective inbound marketing strategy• An effective inbound marketing strategy

• Social media tools with which public relations i i h ld b f ilipractitioners should be familiar

• Q&A throughout; a discussion, not a lecture


If I were a financial planner…If I were a financial planner…If I were a financial planner…If I were a financial planner…

…I’d tell you to diversify.


I’m a public relations practitionerI’m a public relations practitionerp pp p

And I’m telling you to diversify!


And I m telling you to diversify!

Multiple channel communicationMultiple channel communicationMultiple channel communicationMultiple channel communication

• No longer a press release but a news releaseNo longer a press release but a news release

• No need to rely on media gatekeepers

i f i di d h i i• Expectation of immediacy and authenticity

• Move from entertainment to communitainment


Some of my channelsSome of my channelsWeb Site

Blog

Twitter

Facebook

Flickr


SelfSelf--PublishingPublishingSelfSelf PublishingPublishing

• Public relations is no longer primarily focusedPublic relations is no longer primarily focused media relations

• It’s about utilizing new technology and tools• It s about utilizing new technology and tools to provide as much content as possible

I ’ b l i• It’s about engagement, a multi-way conversation


I’m ItalianI’m ItalianI m ItalianI m Italian

My lasagna’s different from your lasagna


Different is goodDifferent is goodDifferent is goodDifferent is good

• DiversityDiversity

• Strategy

• Engagement

• Measurement


Meatball sundae anyone?Meatball sundae anyone?Meatball sundae anyone?Meatball sundae anyone?


Be strategicBe strategicBe strategicBe strategic

• Just because it’s there doesn’t mean you haveJust because it s there doesn t mean you have to use it

• Television didn’t replace radio• Television didn t replace radio

• RACE strategic planning– Research

– Action/Planning

– Communication

– Evaluation


How many baskets?How many baskets?How many baskets?How many baskets?

Don’t put all your eggs in one basket


Web 2.0 StrategyWeb 2.0 Strategy

YourYour Website

InternetInternetInternet SocialMarketingMarketingMarketing Media

Maximum Impact


Effective inbound marketingEffective inbound marketingEffective inbound marketingEffective inbound marketing

Inbound marketing is the process by whichInbound marketing is the process by whichyou drive traffic to your content,

specifically online content.specifically online content.


Who’s your daddy?Who’s your daddy?Who s your daddy?Who s your daddy?

• Your corporate Web site is no longer yourYour corporate Web site is no longer your home page

• Google search is• Google search is


The GoogleThe GoogleGolden TriangleGolden Triangle


The golden childThe golden childThe golden childThe golden child

• Social media has proven to be most effective at search placement

• Search engine optimization and search engineSearch engine optimization and search engine marketing

• Put your eggs in as many baskets as possible• Put your eggs in as many baskets as possible


Social media toolsSocial media toolsSocial media toolsSocial media tools

• RSS (really simple syndication)RSS (really simple syndication)

• Blogging and microblogging

O li• Online newsroom

• Social (virtual) networking

• Multimedia sharing

• WikisWikis


NewsGatorNewsGator


Google’s RSS readerGoogle’s RSS reader


Blogging and microbloggingBlogging and microbloggingBlogging and microbloggingBlogging and microblogging

• Corporate blog(s)Corporate blog(s)

• Twitter

• Yammer

• Status updates on social networking sites


Online newsroomsOnline newsroomsOnline newsroomsOnline newsrooms

• RSS feed for announcementsRSS feed for announcements

• Social media toolbar

l i di• Multimedia

• Very useful public relations tool for inbound and search marketing (just like a blog)


Newsroom effectivenessNewsroom effectiveness


Search placementSearch placement


LinkedIn and FacebookLinkedIn and Facebook


Multimedia sharingMultimedia sharinggg


WikisWikis


Social media campaignSocial media campaignSocial media campaignSocial media campaign


Who’s driving?Who’s driving?Who s driving?Who s driving?

• We the peopleWe, the people

• Think TiVo

Not prime time but my time


Change is the only constantChange is the only constantChange is the only constantChange is the only constant

• Always something newAlways something new

• Difficult to keep up

’ b f id• Don’t be afraid

• Do or do not . . . there is no try


A.P.A.A.P.A.A.P.A.A.P.A.

Now it’s time for . . .

Ask Pete Anything!


Slides will be publishedSlides will be publishedSlides will be publishedSlides will be published

I t tIn my corporate newsroom at

News.CodellaMarketing.comNews.CodellaMarketing.com


My InfoMy InfoMy InfoMy Info

Pete Codella APR (Accredited in Public Relations)Pete Codella, APR (Accredited in Public Relations)

President of Codella Marketing

Owner and Operator of NewsCactusOwner and Operator of NewsCactus

Pete@CodellaMarketing [email protected]

@Codella | @NewsCactus

801.294.7188


Thank You!Thank You!Thank You!Thank You!


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New Tools of Public Relations: Social Media