PR Strategies for the

Social Media Age Presented by Dr. Marla Lowenthal

Social Media

• What's the difference between social media and electronic media?

• How is social media changing how we communicate?

• How, specifically, might a new business use social media?

Electronic communication is any communication done electronically. All social media are part of electronic communication, but not all electronic

communication is social media.

Social media are electronic media that transform passive audiences into active participants in the communication

process by allowing them to share content, revise content, respond to content, or contribute new content.

In short, social media is a conversation supported by online tools.

Tools such as these: FacebookYouTubeTwitter LinkedIn

FlickrDigg

Delicious

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Facebook, a social networking site, is the #1 website worldwide with more page views than Google

33% of Facebook users are fans of brands – the #1 reason: To get special offers and promotions.

But large companies aren’t the only ones using social media. Thousands of small companies are using social media too.

Artisan Flavors Ice Cream Shop, a recently opened and independently owned ice cream store with the

ice cream made on the premises used the following:

• Videos (YouTube, Vimeo)

• Podcasts (iTunes)

• Press Releases (PRNewswire)

• Maps (Google)

• Photos (Flickr)

• Conversations (Twitter, Facebook)

• Blogs (WordPress, Blogger)

• Yelp (Reviews)

HOW HAVE SOCIAL MEDIA CHANGED

PUBLIC RELATIONS?

PR PEOPLE USE MORE SOCIAL MEDIA THAN OTHER

MARKETING/COMMUNICATION PROFESSIONALS.

Approximately 70 percent of all social media programs are being driven by

public relations professionals.

Public relations leads the deployment of digital communications at 51 percent of organizations, while marketing takes charge 40.5 percent of the time. Specifically, public relations manages the use of blogging, (49 percent to marketing’s 22 percent), microblogging (52 percent to 22 percent) and social networking (48 percent to 27 percent).

PRSA 2009 Digital Readiness Report by IPress Dr. Don Wright, PRSA Survey of PR Professionals

In a social media environment, effective communication is no longer about broadcasting a tightly controlled message but

rather about initiating conversations and participating in conversations started by customers and other stakeholders.

What are the differences between

old and new Public Relations

practices?

The old communication model was a monologue.  “We talk. You listen.”

The new communication model is a dialogue.

 It should be transparent, authentic, vibrant, and consumer-driven.

• Old PR focused on controlling messages. • New PR focuses on influencing messages.

• Old PR focused on traditional media. • New PR focuses on social media.

• Old PR was unidirectional. It sent messages out with limited access to response.

• New PR is multidirectional and interactive.

• Old PR focused on broader audiences.• New PR targets specific audiences.

What skills do you need to practice Public Relations

today?

• Critical thinking• Writing• Speaking• Video• Audio• Design• Research• Interpersonal

Let’s explore just three of these skills.

Critical ThinkingWriting

Video Production

CRITICAL THINKING SKILLS ARE CRUCIAL!• Visualizing • Planning• Researching• Analyzing• Assessing

CRITICAL THINKING DETERMINES:

• PR Strategy and Plan

• Who needs to know

• Messages and Media

• Analytics and Metrics

• How to measure success

PR people do a lot of writing and usually write well. This is why so many PR practitioners were

journalists or studied journalism.

WRITING SKILLS ARE FUNDAMENTAL!

THE BASICS OF GOOD WRITING

• A clear thesis statement. • An attention getting lead.• Unified body and paragraphs (focus on thesis)

• Easy to follow organization and argument• Development – specific examples, details, etc.

• Clear, concise, simple sentences.• Appropriate word choice.• Obvious conclusion

THE PROCESS OF GOOD WRITING

• PREWRITE• FIND YOUR THESIS• ORGANIZE (outline, put like things together,

use parallel construction, find the best pattern )

• WRITE (just get it all down)

• REWRITE• PROOF-READ (get help)

• FORMAT and FINALIZE

PR PEOPLE WRITE:

• Press Releases and Media Alerts • Emails, Text Messages and Tweets• White Papers and PR Plans• Newsletters & Financial Reports• Articles, Features and Bios• Blogs and Web Content• Scripts and Speeches

WEB & SOCIAL MEDIA WRITING

• Creates content.• Requires short, simple sentences.• Often has character or word limitations.• Demands focused, clear messages.• Uses design, colors and fonts strategically.

Don’t Waste Time or Space.

TYPES OF SOCIAL MEDIA WRITING

• Social Media Sites (Facebook, Linkedin)• Web content• Q&A and Enumerations (6 Tips for . . .)• Blogs and Tweets• Wikis and citizen journalism• Reviews and ebooks• Event Announcements and Invitations

Social network and blogging sites are now the 4th most popular activity online, even ahead of personal e-mail.

Moblogs are blogs adapted for display on mobile devices such as phones.

With the addition of video, blogging becomes a true multimedia experience that gives bloggers an easy way to

share insights and sounds with their audiences.

VISUAL SKILLS ARE VITAL.• Design• Color• Fonts • Structure• Photos• Animation• Icons/Logos• Videos

VIDEO PRODUCTION

A recent survey suggested that video company profiles on YouTube have more measurable impact than company

profiles on Facebook, LinkedIn, and other prominent sites.

On YouTube, the average user spends 15 minutes a day on the site.

More video is uploaded to YouTube in 60 days than all 3 major U.S. networks created in 60 years.

Types of Video Products• Promotional Videos• Video News Releases (VNR)• Video Blogs• Corporate Videos• “How to” videos• Music videos• Video Serials• Networks

THE BASICS OF VIDEO PRODUCTION

• Choose a camera: For Internet video, use a miniDV cam that captures 720 x 480-pixel footage. Flash memory camcorders or digicams can transfer video to a computer more quickly, but picture quality is variable. Phone and computer videos vary in quality too.

• Record clear audio: Often the camera microphone is too far from your talent. Learn about the different type of external microphones. Listen to your audio before you shoot.

• Keep it steady: Put your camera on a tripod or any flat surface. If you have to shoot handheld, lean against a wall or tree to stabilize yourself. Too much shake will give your audience motion sickness.

• Light your subjects: When shooting outdoors, keep the sun at your back. Check your lighting indoors for shadows and hot spots. Play with your lighting.

• Film multiple takes: Plan your shots. Rehearse, rewrite, and redo. Shoot each scene several times, from different angles, and for at least 10 seconds.

• Edit edit edit: Use free programs like iMovie or Windows Movie Maker to splice the best takes into a final video. Keep your show under 10 minutes. Gen X attention spans are unforgiving.

SHOOT TO EDIT• Don’t zoom or pan for at least 10 seconds.• Avoid zooms when the camera is rolling. • Move the camcorder only when necessary. • Keep your average shot length between 5 and

10 seconds.• Keep the shot steady (no zoom or pan) for at

least 10 seconds.

Share It

• Shrink it down.• Upload it to a host • Embed it online • Broadcast it

Video Optimization

• Make sure that your video clips are relevant and informative. • Give your video a Catchy Title. • Use Video as a Portal to other Content on Your Site. • Optimize your video for Important Key Phrases. • Keep Your Videos to five minutes or less. • Tag Your Videos using key terms.• Allow Users to Rate your Video. • Brand your Video with your Logo. • Syndicate Your Video - Submit your video to RSS.

IN CONCLUSION

• what PR is.• how PR fits into the marketing mix. • what PR people do.• how to work with the press/media.• what social media are.• how social media have changed PR practices.• some of the skills needed in PR today.

You should now have a better understanding of:

THANK YOU!