Social Media in Public Relations

(Chapter 4)by Fantastic Five (Group 3)Yaquelin Garcia, Bre’yanie Pearson, Caela Stewart,

Khavir Hussain, and Nikki Chewninghttps://www.youtube.com/watch?v=oCUP60qJ1Tk

Social Media in Public Relations Solis’ social media PR formula focuses on ART (actions, reactions and

transactions.)

Impact affects behaviors and actions.

Growth from media relations to “shareable online content”

Interest in influencing the C-suite. (CEO,COO,CIO,CDO)

PR seeks to influence the influencers who make key decisions.

Public Relations Management Clients want a return on investment (ROI) for dollars spent on advertising,

public relations and marketing efforts.

eCommerce environment allows businesses to link social media efforts to results that go beyond facebook likes and shares.

Key performance indicators (KPIs) focus on monitoring social media and sales activity data.

“Social business”- wanting social media to be connected to their larger goals and strategies for maintaining and growing business.

Public Relations Management Using social media can assist with ongoing branding activities , which are

crucial to developing, maintaining and generating customer brand loyalty.

Klout is useful for tracking broad engagement across a large number of social media platforms.

The development of the internet and web in the 1990s led companies and individuals to create websites.

Owned media VS. Hybrid media

Era of convergence of PR with advertising and marketing.

Five Content Archetypes 1.Curated content is managed by brands determining “highest value to consumers.”

2.Co-created content “is co-produced either peer to peer or brand to participant.”

3.Original content is exclusive brand messages.

4.Consumer-generated content happens “without the brand's involvement.”

5.Sponsored content is “paid” promotion.

Public Relations Management A brand may purchase promoted posts on Facebook

Paid Search

Social media triggered a shift in resources toward communicating directly with potential and existing customers through the use of online content.

Valued content was created to raise awareness, inform consumers, strengthen brand loyalty, build trust and manage reputation.

what started as text based information quickly shifted to rich media campaigns complete with photographs, info-graphics, memes, viral videos, new media channels.

Pr History and tactics There have been various tactics used throughout the history of public relations

Public Relation experts have been using Social Media way before the creation of Social Media

Commercials, Going on tour, Advertisements in newspapers, going Door to Door

The Toni Twins for example went on a 75 city tour selling hair care products

Pr history and TacticsTraveling from city to city originated with the church

The PR industry picked that up and ran with it

Dan Edleman was an originator and genius behind a lot of the pr tactics that we are so used to today

The invention of the television was also a great way to advertise

Various tactics have allowed for many PR firms to work with a companies budget

PR Theoriespress agentry (one way communication; often media relations and sometimes of the spin/propaganda variety; non-consultative)public information (one way communication; generally pretty ethical but normally from the perspective of the organisation only, so it can be one-dimensional; non-consultative) two-way asymmetrical (stakeholder views are sought; communication is adapted to potentially change stakeholder behaviours; the organisation does not change its views or behaviour; very much in the mould of modern marketing)two-way symmetrical (as per one-way symmetrical, except the organisation does change its views and/or behaviour to meet its stakeholders ‘half-way’ [or thereabouts, at least]; characterised by negotiation and compromise, education).\

CredibilityOne must be credible in order to influence a change of attitude or behavior.

Credibility is often related to:

- believability - trustworthiness

- leadership - expertise

- warmth - attractiveness

- salience - skills

- accuracy - sincerity

(Hwang, 2013)

Social CapitalIdea within social sciences related to social interactions, trust, shared value, and social media use. (Lin & Lu, 2011)

Refers to ability of individuals and organizations to benefit from communication behavior.

In social media, it means becoming a strong consistent member of the online community. (Solomon, 2013)

Social Capital (Taylor, 2013)Understand intangibles that are important within prospering

communities.

Important benefits include:

- Trust

- Shared norms & values

- Shared resources & knowledge

- Reciprocity

- Resilience within relationships

- Co-ordination and co-operation for achievement of common goals

Social Capital cont.Social networking and media use should generate opportunities to collaborate beyond organizational boundaries.

In PR, there are a number of opportunities within communities to utilize virtual collaboration through social media.

Social Media TacticsAll information should be designed for online consumption.

Use of keywords to be on top of Google search list.

Need to share rich media content (photos, audios, videos).

Timely information must have engaging content and a sense of media storytelling.

Social Media Tactics cont.

Social media blurs difference between PR, Advertising, and Marketing.

PR emphasizes brand awareness or influence.

Marketing seeks conversion from interaction to sales.

Marketers jab, PR professionals look for new ways to engage in relevant and timely exchanges.

PR Newsroom and Message TargetingEdelman’s PR Newsroom:

Edelman PR developed this idea of a Creative Newsroom to provide real-time social media monitoring

Provided clients with a platform for storytelling for engaging audiences

Created Partnerships with clients to produce relevant content and real-time creative assessments

Edelman’s primary focus was on 6 client partnerships, 5 with U.S newsrooms and 1 with the UK

Edelman’s newsroom “trend spotters” identified trends and events

Collaborations with account leaders and design creatives’ are necessary

Creative concepts and ideas are then shared with clients and decisions whether or not they get posted happen during this process.

PR Newsroom and Message TargetingGolin Harris Newsroom:

real-time social media is transforming marketing & public relations

Harris created the “two bridges”

a plan 2 years before edelman, that created a holistic engagement network to offer businesses a front row seat to important broadcast and conversations connected to their industry

its idea was to provide constant monitoring for clients and offers rapid social media audience response

Golin Harris has created 13 global command centers for this new form of industry

MediaTraditional Media is now blending in with real-time PR and marketing content

Television, Newspapers, Radio, and Magazines are some outlets changing to name a few

Vines, Snapchat, flashy graphics, and memes are creating competition for these companies new revenue

The integration of new digital social media requires PR newsroom to “keep their brand” names alive

This means keep things trending on Twitter, shared on Facebook, or reposted on Instagram

Edelman’s PR leaned towrads “Earned Media” to urge their clients to create their own newsroom

Harris head of The Bridges however, encouraged PR newsrooms should participate by doing 3 things: 1. being number 1 at the center of the PR office 2. monitoring traditional and social media and 3. develop a mindset that is constantly generating new ideas for their clients

Employees are seen as stakeholders with a voice inside and outside the company

They may help by taking photographs and featuring their posts on a blog or social media sites

Blogging/SharingPublic Relations blogging has been used to give individual people as well as company people a voice

Many bloggers are social media influencers and many are unpaid

Many bloggers seek to build a brand and gain an audience

Some companies will pay bloggers or send them merchandise to use and help promote their products

Message TargetingSocial Media has become PR’s main tool to offer creative ideas and generate

new brands interest

They can reward loyal customers by making personalized media release announcements

Companies also use social media to cover press conferences, they show released announcements, and they create new social media lingo like “hashtags” which attract that audience and then gains a following

For ex. during NBC’s live “Sound of Music” broadcast with Carrie Underwood the pizza brand DiGiorno tweeted “#TheSoundofMusicLive can’t believe pizza isn’t one of her favorite things and capitalized on their highest TV ratings

It’s the connection between PR events and social media that produce numerous positive outcomes

They are truly becoming one in the same within this new digital age

termsReal-time Social Media – PR’s immediate response to conversation monitoring of social media; matter of minutes, relatively short time.News Rooms – broadcasting organization in which the news is processedTrending - prevailing tendencyEarned Media - PR professionals work to receive positive attention for their Client through content that is not paid advertising

corporate social responsibility- There recently has been a renewed interest for companies to start looking

beyond sales and profits.

- CSR asks companies to consider the effects that their business will have on social and environmental conditions.

- CSR can be seen as a way to develop legal, ethical, and global best practices within a large corporation.

corporate social responsibility- Social media allows consumers to show immediate feedback being positive

or negative.

- If someone is having problems with a business, social media allows them to engage with others that are having similar problems.

- Social media posts where consumers voice dissatisfaction force the company to respond and peaks their interest in CSR.

csr Pyramid

non-profits- Since non-profits have low or virtually no media budget, they have the most to gain from social media communication

- Social media platforms are free to use and can help them drive traffic to fundraising campaigns.

successes, failures, and lessons- CEOs play important roles in successful social media PR.

- When the CEO uses social media it increases perceptions of credibility for that company.

- People must always filter their thoughts before publishing them out in social media, whether it be their own personal account, or the company’s.

- The online site Mental Floss reported 16 cases where people were fired because of an inappropriate tweet.