richard bailey, 9 february 2011 | @behindthespin | #prlecsm
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Richard Bailey, 9 February 2011www.prstudies.com | @behindthespin |
#prlecsm
Public Relations andSocial Media
About this lecture1. What’s changing ‘out there’ (media
landscape)?2. What’s changing inside the corporation?3. Where are the points of conflict and
contention?4. How is public relations evolving?
‘Online public relations is not linear. Stuff happens!’ Phillips and Young 2009
Media landscapeOnce: ‘filter then publish’Now: ‘publish then filter’ (Shirky 2008)
End of the era of mass media, being replaced by masses of media, even ‘me media’
Huffington Post (a blog) has more readers than many newspapers (sold for $315m in Feb 2011)
Facebook has 550 million+ users
21st century mediascape Macnamara 2010connectivity (rapidly approaching ubiquity),communities,co-creativity,collaboration,collective intelligence,communication (two-way not one-way),conducted as...conversation – that is, open discussion that
is authentic, not speeches, lectures, political propaganda, ‘spin’, or corporate-speak
Media evolution‘The late 19th and 20th centuries were dominated by mass media and mass communication that predominantly involved top-down, one-way distribution of information to ‘audiences’ which, in the main, had to passively accept what was given to them. Also, in the mass media model, organisations controlled the messages distributed.‘This has completely changed with development of Web 2.0-based social media.’
Macnamara 2010
Consumer mindset‘There’s no market for messages’This means the end of ‘interruption marketing’ A need for ‘permission marketing’ (Godin 1999)‘Markets are conversations’ (Cluetrain Manifesto
2000)Rise of activists and single-issue campaignsThe end of ‘command and control’?
‘The certainties of consumer expectations, behaviour, segmentation and communications that have underpinned marketing seem to have evaporated. Marketers are struggling to come to terms with splintering social structures, changing tastes and a fragmenting mediascape’. Professor Stephen Brown, Cranfield University
Internet communicationsOne-to-many (broadcast)TV, video, news, celebrity Tweet
One-to-one (conversation)IM, email, DM, Skype
Many-to-manyTwitter, forums, comments on popular blogs, Facebook groups
Many-to-oneRSS, aggregators
One-to-several (network)Blog, Facebook, Twitter, group email
‘The distinction between broadcast and communications used to be clear.’ Clay Shirky
Network complexity
c
a
d
eb
A small network of five members has ten connections.
A ten member network has 45connections; a 15 member network has 105.
‘A group’s complexity grows faster than its size’.
Shirky 2008
Command and control
Dom-inant
coalition
Traditional ‘command and control’ management
Changing organisational structure
Dom-inant
coalition
Networked communication
Based on Phillips and Young 2009
The conversation prism
Brian Solis
Corporate landscapeDownsize or die?Consider the rise of free, open source projects
(Linux, Wikipedia)What’s happening to command-and-control?
‘We see two schools of PR in practice today. One is the incumbent school of “command and control”. This school argues that companies should keep communicating in the same manner and with the same rules that they have always practiced... Some of the smartest are creating a new “listen and participate” school of thought in PR.’ Scoble and Israel 2006
Transparency‘Transparency ... implies openness,
communication and accountability.’ (Phillips and Young 2009)Radical transparency: the management
method whereby nearly all decision making is carried out publicly
Controlled transparency: the controlled posting and release of information to the internet
Institutional transparency: information about an organisation is made available by a wide range of authorities
PorosityInformation has always leaked out of
organisations, but it’s so much easier todayEmail, Twitter, blogs, Facebook, text messages
‘A motivated, informed and alert workforce is the best and probably the only defence against unintentional porosity’ (Phillips and Young 2009)
Porosity is not always bad; it can add to the authentic voice of the organisation
Internet agency‘Agency is the process of transformation of a
message as it is passed from one person to another online’ (Phillips and Young 2009)
Agency can and does change PR messagesControl of the message is lost as it enters the
network
Example: #getgraemeonaplane
TrustThere’s an abundance of media – but scarcity
of attention and trust
From Edelman Trust Barometer 2011
2. Setting objective
s
1. Audit
5. Results and evaluation
3. Strategy and plan
Where do we need
to be?
How do we get there?
How did we do?
Where are we now?
Source: Watson and Noble
4. Ongoing measurement
Are we getting there?
Planning Research & Evaluation
1: AuditThe internet is the first place we turn for
news, competitor and market insight, commentary and real-time views
What is being said about you on blogs, Twitter, YouTube, Wikipedia and social networks?Twitter search for “Leeds Met”
What about your web server stats?What about Search Engine Optimisation?How do you compare with your competitors?
2: Setting objectivesSituational theory of publics becomes a valuable
segmentation model since publics are defined by issues rather than consumer behaviour
Are we trying to raise awareness, achieve engagement, change behaviour or all three?
What issues could cause us problems? Is risk and opportunity manageable?
‘Online objectives have to coincide with organizational objectives and values, and to do so in ways that will make both transparent to the world. In addition, these objectives need to chime with an online community that has plenty of other places to go.’ (Phillips and Young 2009)
3: Strategy and plan‘Aims and objectives for online activity have
to be part of a strategic, multi-participant, multi-media approach’ (Phillips and Young 2009)
‘The mass market/mass media mindset is hard to leave behind’ (Phillips and Young 2009)
The programme should be a mix of activities for old and new media (online media, media online)
Strategy is adaptable by nature
4: Ongoing measurementStrategy will include methodologies for
monitoring and reporting‘Online activity can be slow to take off. It can
also be explosive!’Have SEO goals been built in?What about link sharing and affiliate
marketing?
Risk and opportunities
Incr
ease
d lik
elih
ood
of ri
sk
Busi
ness
com
ple
xit
y
Technical complexity
Phillips and Young 2009
Risk and opportunities
Incr
ease
d im
pact
of r
isk
Busi
ness
cri
tica
lity
Campaign size
Phillips and Young 2009
Known unknownsWhat could go wrong that can be
anticipated?Risk analysis should be an ongoing process
Some things cannot be anticipated. There is no plan B.
But is there a monitoring and alert system in place?
Trust is a core element in managing the unforeseen.
Unknown unknowns
5: Results and evaluation ‘There are very good indicators that can
measure the public relations footprint of an organization.’Trends monitoring:
Website/blog visitor numbers Referrals (where the traffic is coming from) Inbound links Subscriptions (RSS)
Keyword monitoringNews monitoring and reporting
eg Cymfony, Radian6
The future of public relationsPublic relations practitioner becomes:Corporate communication specialistCommunity managerConversation managerPublic engagement championDigital brand consultantRelationship managerReputation managerRisk, issues, crisis manager
Job and career
opportunitiesWho do employers
recruit?
Case studiesASDA: social media strategyASOS Life : communityFirst Direct: social media newsroomShell: issues management and CSR
Recommended readingGillmor, D (2010) Mediactive, Lulu.com/Kindle/pdfGodin, S (1999) Permission Marketing: Turning Strangers into
Friends, and Friends into Customers, Simon & Schuster Li, C and Bernoff, J (2008) Groundswell: winning in a world
transformed by social technologies, Harvard Business PressLevine, R, Locke, C, Searls, D and Weinberger, D (2009)
The Cluetrain Manifesto: tenth anniversary edition Basic Books
Macnamara, J (2010) The 21st Media (R)evolution: Emergent Communication Practices, Peter Lang
Phillips, D and Young, P (2009) Online Public Relations: a practical guide to developing an online strategy in the world of social media, Kogan Page
Recommended readingScoble, R and Israel, S (2006) Naked Conversations: how
blogs are changing the way businesses talk with customers, Wiley
Scott, D (2nd ed 2010) The New Rules of Marketing & PR: How to Use News Releases, Blogs, Podcasts, Viral Marketing to Reach Buyers Directly, Wiley
Solis, B (2010) Engage: The Complete Guide for Brands and Businesses to Build, Cultivate and Measure Success in the New Web, Wiley
Shirky, C (2008) Here Comes Everybody: The Power of Organizing without Organizations
Thomas, M and Brain, D (2008) Crowd Surfing: Suriving and thriving in the age of consumer empowerment, A & C Black