PitchEngine: Gravity Summit

© Jason Kintzler | pitchengine.com | 2009

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How Social Media is Changing the Public Relations Ecosystem

PR Evolved


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For nearly 200 years, the PR process was simple:Manage the flow of information between an

organization and its publics.


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In the beginning, press distribution was a top-down process.

Simple, efficient Fewer news outlets Fewer organizations


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In the beginning, press distribution was a top-down process.

Simple, efficient Fewer news outlets Fewer organizations

Plug and Play: The Press ReleaseThe traditional format was developed to satisfy the needs of editors for space in which to edit the text, and typesetters who required certain kinds of editorial markings in order to follow the flow of individual pages while typesetting the text.“Mini-Me History” Public Relations from the Dawn of Civilization by Don Bates


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As new technologies emerged, the process remained top-down, but with additions.

Simultaneous, broader reach Press release remained vehicle More news outlets More organizations


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As new technologies emerged, the process remained top-down, but with additions.

Simultaneous, broader reach Press release remained vehicle More news outlets More organizations

Public becomes less reliant on traditional News Outlets.


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Social media is a shift in how people discover, read and share news, information and content.

Many to many More forms of delivery From simultaneous to real time New content formats


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“Building and managing relationships with those who influence an organization or individual's important audiences has a central role in doing public relations.”

David Phillips (2006) Towards relationship management: Public relations at the core of organizational development, Journal of Communication Management, Emerald Group Publishing Limited


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PR becomes more critical element of marketing.

Two-way communication is key PR as gateway Content format must change Don’t have to rely on outlet to reach public/consumer


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Case in Point.


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Case in Point.


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“Several companies said it's too soon to tell the exact effect social media marketing has on their balance sheet. But one small kayakmaker in Sparta, Tenn., said sales of a new model jumped after the company used a Web-based social media release.”


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“In January, Jackson Kayak began marketing an expensive $1,600 two-person model and had hoped to sell 350 by the end of the year. So far, the company has sold 217.”

“The company used a Web application made by PitchEngine…”


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“In January, Jackson Kayak began marketing an expensive $1,600 two-person model and had hoped to sell 350 by the end of the year. So far, the company has sold 217.”

“The company used a Web application made by PitchEngine…”

“Company spokeswoman Lee Hart said the release has been viewed about 7,000 times, which is a big number for them, especially because it reached the core audience - whitewater kayak enthusiasts.”

- Benny Evangelista, SF Chronicle


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TRUE or FALSE?


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The Press Release has worked for 200+ years.


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TRUE


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TRUE

A majority of people love to read Press Releases.


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TRUE


FALSE


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TRUE


FALSE

The Press Release is dead.


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TRUE


FALSE

The Press Release is dead.

ALMOST


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In the end, PR is still the same.


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But the ecosystem has changed.


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And so has the technology.


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What comes after the Press Release?

Some say it’s the Social Media Release (SMR).


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Is this a Social Media Release?


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NO.

You cannot make a Press Release into an SMR. The content, format and delivery must all be taken into account when building an SMR. AP-style Word docs don’t translate into the concise, quick-read, rapid-share way of the social web. You also must support content with genuine engagement.


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Social in, social out.


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So, Where is the PR Ecosystem Headed?

As new forms and formats for communication arise, the PR ecosystem will continue to evolve. The fundamental function of PR will remain, but the methods will certainly change.

Like newspapers, all press releases must evolve or die.

Traditional PR distribution is not sustainable as is.

PR practitioners who embrace social media on behalf of their clients will take market share away from their advertising counterparts.

All facets of PR will be impacted: IR, crisis, media relations, etc.,

PR will touch more aspects of business - customer service, advertising, marketing, internal communications and more.


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PitchEngine: Gravity Summit