10 may integrating traditional and social media
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CIPRsm
INTEGRATING TRADITIONAL AND
SOCIAL MEDIA
CIPRsm
ABOUT ME
Helen Nowicka,UK head of
digital, EMEA social media
strategist
Worked as a journalist
before moving into PR
Tweet me @Helennow
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WHAT WE’LL COVER TODAY
How social media has changed our
industry
How traditional media is learning to
evolve
How combining both can help you
communicate more effectively
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WHO’S IN THE ROOM?
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A PR HISTORY LESSON
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THE BIRTH OF THE PRESS RELEASE
s
1906: 53 people drown in the
Atlantic City rail disaster
when a train derails on a
bridge
Ivy Lee writes a press
release giving the railway
company’s version of events
The New York Times prints
the release word for word
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THAT MODEL LASTED 100 YEARS
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THEN ALONG CAME SOCIAL MEDIA...
2003 2005 2004
2006
2011
2010
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...AND MOBILE BECAME MASSIVE
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THE COSTS OF A DAILY PAPER ADD UP
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THE FUTURE?
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BUT THE DECLINE OF NEWSPAPERS
IS NOT THE DEATH OF NEWS
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MEDIA HABITS IN THE UK
9 million national newspapers are sold every
day1
Radio 4 attracts 7 million listeners a week2
More than 500,000 people downloaded the
Guardian’s free iPad app3
Nearly 5m people a day browse Mail Online
Sources: 1 – ABC national daily newspaper circulation without bulks Jan 2011; 2 - Rajar February
2012; 3 – The Guardian; 4 – ABCe December 2011
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THIS CHANGING WORLD PRESENTS
OPPORTUNITIES
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LEGACY VS SOCIAL MEDIA
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LEGACY MEDIA STRENGTHS
Breadth of content
Broad audience
reach
Quality product
Reputation / brand
New is news
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SOCIAL MEDIA STRENGTHS
Dynamic: shares
and spreads info
fast
Reactive, tends not
to break news
A background
commentary
Connects people
with similar interest
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IN REAL LIFE, WE EXPERIENCE THIS
DIFFERENTLY
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HOW TRADITIONAL AND DIGITAL
CHANNELS CAN COMBINE
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TWO GOLDEN RULES
1) Work to the communications strategy
2) Be integrated from the start
...then get more tactical, depending on
what you want to achieve
Some examples...
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USING LEGACY MEDIA TO DRIVE PEOPLE
ONLINE
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COMMUNITY DEVELOPMENT AROUND PR
CONTENT
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BRAND PARTICIPATION
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EXTERNAL RELATIONS
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(SOCIAL) MEDIA RELATIONS
Journalists are avid Twitter users so build
relationships there
What multi-media output are your media
contacts creating, and how can you help?
Do you have an escalation process for press
enquiries that come via social media?
CIPRsm
THANK YOU – AND QUESTIONS?
The next two Social Summer sessions are:
Real Time Public Relations – 17 May
The Future of Broadcast – 24 May
@Helennow