1. 1 Instructor:JonathanLance SFSUCELSocialMediaMarke:ngProgram Spring2014

2. 4/23/14 1 Social Media Marketing Program Community Relations Putting the Public Back Into PR CommunityRela.ons(ClassOverview) History Current Howtowriteanewsrelease,newsadvisory,PSA MediaRela.ons AudienceRela.ons Tradi.onal/SocialMediaPRCampaign Stories/CaseStudies Wearethemedia 1 Social Media Marketing Program Community Relations Putting the Public Back Into PR Session1Agenda 1. OverviewandClassExpecta5ons 2. HistoryandToday 3. NewsReleases,NewsAdvisories, PublicServiceAnnouncements 4. MediaRela5ons 5. ClassProject 2 Social Media Marketing Program Community Relations Putting the Public Back Into PR 3 The biggest problem in communication is the illusion that is has taken place. -- George Bernard Shaw 3. 4/23/14 2 Social Media Marketing Program Community Relations Putting the Public Back Into PR Introduc.ons 1. WhatisYOURname? 2. Whereareyoufrom? 3. WhatdoYOUdo? 4. AreYOUworkinginPRtoday? 5. AreYOUusingsocialmediaforPR? 4 Social Media Marketing Program Community Relations Putting the Public Back Into PR Socialmediaisnolongerjustafad. 5 Social Media Marketing Program Community Relations Putting the Public Back Into PR EdwardBernays 6 4. 4/23/14 3 Social Media Marketing Program Community Relations Putting the Public Back Into PR 7 Social Media Marketing Program Community Relations Putting the Public Back Into PR OnePRDeni.on Toencouragepeopletodosomething Toencouragepeoplenottodo something Toencouragepeopletoletusdo somethingforthem 8 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaofChoice Paidmedia Earnedmedia Ownedmedia 9 5. 4/23/14 4 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaofChoice PaidMedia Adver.singonradio,TV,newspapers, magazines,socialmedia Pos.ngthemessageexactlythewayyou wantitbecauseyourepayingforit 10 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaofChoice EarnedMedia Publicrela.ons Youconvincesomeonetopostastory aboutyourproductorservice Third-personendorsement 11 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaofChoice OwnedMedia Youownthecontent Youowntheoutlets:Google+,TwiXer, Facebook,Blog,YouTube,Instagram, newsleXer,etc Yourownnewsroom 12 6. 4/23/14 5 Social Media Marketing Program Community Relations Putting the Public Back Into PR TheNewsRelease 13 Social Media Marketing Program Community Relations Putting the Public Back Into PR PrehistoricEmail 14 Social Media Marketing Program Community Relations Putting the Public Back Into PR TheUl.mateTechnology! 15 7. 4/23/14 6 Social Media Marketing Program Community Relations Putting the Public Back Into PR 16 Social Media Marketing Program Community Relations Putting the Public Back Into PR Clipping 17 Social Media Marketing Program Community Relations Putting the Public Back Into PR Wri.ngPressReleases 18 8. 4/23/14 7 Social Media Marketing Program Community Relations Putting the Public Back Into PR Howtowriteanewsrelease 19 Social Media Marketing Program Community Relations Putting the Public Back Into PR Whatisapublicserviceannouncement? 20 Social Media Marketing Program Community Relations Putting the Public Back Into PR Whatisapublicserviceannouncement? 21 9. 4/23/14 8 Social Media Marketing Program Community Relations Putting the Public Back Into PR Whatisanadvisory? 22 Social Media Marketing Program Community Relations Putting the Public Back Into PR Communica.ngwithdierentaudiences Media(mediarela.ons) Yourdirectaudience Indirectaudience Investors(investorrela.ons) Poten.alclients Currentcustomers 23 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsMediaThen 24 10. 4/23/14 9 Social Media Marketing Program Community Relations Putting the Public Back Into PR Tradi.onalNewsMediaThen 25 Plentyreporters,editors,photographers, producers Maybewillconsideryourstory,butwe haveplenty WeNEVERacceptphotos/videos,wriXen newsar.cles(newsreleases),suggested spokespersons Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsMediaNow 26 Social Media Marketing Program Community Relations Putting the Public Back Into PR Tradi.onalNewsMediaNow 27 Farfewer,reporters,editors, photographers,producers Skeletoncrews Wecantsendareporteror photographer Sendinyourphotos/videos,wriXennews ar.cles(newsreleases),spokespersons 11. 4/23/14 10 Social Media Marketing Program Community Relations Putting the Public Back Into PR WWWWWHGroupAc.vity 1. Who? 2. What? 3. When? 4. Where? 5. Why? 6. How? 28 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsRelease Example1 29 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsRelease Example2 30 12. 4/23/14 11 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsRelease Example3 31 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsRelease Example4 32 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsRelease Example5 33 13. 4/23/14 12 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsRelease Example6 34 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsRelease Example7 35 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsRelease Example8 36 14. 4/23/14 13 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsRelease Example9 37 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsRelease Example10 38 Social Media Marketing Program Community Relations Putting the Public Back Into PR ClassProject Chooseanon-protforwhichyouwill: PresentafullPRcampaignincluding Newsrelease Publicserviceannouncement Advisory SocialMediaOutreach Overviewoftheplan Yourassignmentwilleitherbere-introduc.onofanestablished organiza.on,introduc.onofaneworganiza.onoraannouncing specialevent 39 15. 4/23/14 14 Social Media Marketing Program Community Relations Putting the Public Back Into PR 40 Session1Homework Postanexampleofanewsrelease,news advisory,andpublicserviceonour LinkedInGroup Youcanndtheseunderradio,TV, business,publicagency,andnon-prot- organiza.onwebsites Social Media Marketing Program Community Relations Putting the Public Back Into PR 41 Social Media Marketing Program Community Relations Putting the Public Back Into PR Session2Agenda 42 1. Recap of Session 1 Material 2. Q&A 3. A Little More About News Releases 4. AP Writing 5. News Release Distribution 6. Email Newsletters 7. TweetDeck & HootSuite 8. Class Project 16. 4/23/14 15 Social Media Marketing Program Community Relations Putting the Public Back Into PR AssociatedPressStylebook @apstylebook 43 Social Media Marketing Program Community Relations Putting the Public Back Into PR Whattosaytoareporter Theresnosuchthingasotherecord DontbeafraidtosayIdontknow. Alwaystellthetruth Controlthemessage hXp://www.shannonganun.com/PDFs/ GuidelinesForTalkingWithTheNews Media.pdf 44 Social Media Marketing Program Community Relations Putting the Public Back Into PR KTVU2NewsNightmare 45 17. 4/23/14 16 Social Media Marketing Program Community Relations Putting the Public Back Into PR 46 KTVUsFrankSomervillesmeaculpa Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsDistribu.onServices BusinessWire 47 Social Media Marketing Program Community Relations Putting the Public Back Into PR NewsDistribu.onServices PRNewswire 48 18. 4/23/14 17 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaListandMonitoring 49 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaListandMonitoring 50 Social Media Marketing Program Community Relations Putting the Public Back Into PR HelpAReporterOut(HARO) 51 19. 4/23/14 18 Social Media Marketing Program Community Relations Putting the Public Back Into PR Marke.ngNewsleXers 52 Social Media Marketing Program Community Relations Putting the Public Back Into PR Marke.ngNewsleXers 53 Social Media Marketing Program Community Relations Putting the Public Back Into PR 54 Session2Homework 1. ResearchSocialMediaoutletsthatwould workforyourclassproject 2. Con.nueonworkingonyourprojects newsrelease,newsadvisory,PSA 20. 4/23/14 19 Social Media Marketing Program Community Relations Putting the Public Back Into PR ManagingYourSocialMedia TweetDeck 55 Social Media Marketing Program Community Relations Putting the Public Back Into PR ManagingYourSocialMedia Hootsuite 56 Social Media Marketing Program Community Relations Putting the Public Back Into PR ConstantContact EmailNewsleXers 57 21. 4/23/14 20 Social Media Marketing Program Community Relations Putting the Public Back Into PR MailChimp EmailNewsleXers 58 Social Media Marketing Program Community Relations Putting the Public Back Into PR SocialMediaCalendar 59 Social Media Marketing Program Community Relations Putting the Public Back Into PR Session3Agenda 60 1. Recap of Session 2 2. Q&A 3. Media relations 4. Building a media list 5. Media Pitching: Case Study/PRSA webinar 6. Social Media outlets 7. The Seven Steps 8. Social Media engagement exercise 9. Last minute work on group presentations 10.Presentations 11.Evaluations 22. 4/23/14 21 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons Whotocontactinnewspapers NewsDesk BeatEditor(newsrelease/newsadvisory) BeatWriter(newsrelease/newsadvisory) CalendarEditor(newsrelease) AssignmentEditor(newsrelease/newsadvisory) YourSubjectEditor/Writer(newsrelease/news advisory) 61 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons Timingnewspapers 1stReleaseFourweeksout 2ndReleaseTwoweeksout AdvisoryThreedaysout 62 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons Whotocontactinmagazines/periodicals Editor(newsrelease/newsadvisory) Assistant(newsrelease/newsadvisory) AssignmentEditor(newsrelease/newsadvisory) CalendarEditor(newsrelease/newsadvisory) SubjectEditor(newsrelease/newsadvisory) 63 23. 4/23/14 22 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons Timingmagazines/periodicals WEEKLIES 1stReleaseFourweeksout 2ndReleaseTwoweeksout AdvisoryThreedaysout 64 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons Timingmagazines/periodicals MONTHLIES 1stReleaseThreemonthsout 2ndReleaseTwomonthsout AdvisoryOneweekout 65 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons Whotocontactinradio NewsDesk(newsrelease/newsadvisory) AssignmentEditor(newsrelease/newsadvisory) CalendarEditor(newsrelease) CommunityRela.ons/ServicesDirector(PSA) 66 24. 4/23/14 23 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons Timingradio PSATwomonthsout 1stReleaseTwoweeksout 2ndReleaseOneweekoutout AdvisoryThreedaysout 67 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons WhotocontactinTV NewsDesk(newsrelease/newsadvisory) AssignmentEditor(newsrelease/newsadvisory) CalendarEditor(newsrelease) CommunityRela.ons/ServicesDirector(PSA) 68 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons TimingTV PSATwomonthsout 1stReleaseTwoweeksout 2ndReleaseOneweekoutout AdvisoryThreedaysout 69 25. 4/23/14 24 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons SanFranciscoChronicle/SFGate.com 70 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons KGO-810AM 71 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons KGO-810AM 72 26. 4/23/14 25 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons KGO-810AM 73 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons KPIX-TV 74 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons KPIX-TV 75 27. 4/23/14 26 Social Media Marketing Program Community Relations Putting the Public Back Into PR MediaRela.ons Pitchingyourstories Calltofollowupareleaseoradvisory Calltorunastoryideabythem Thankingpersonally ThankingthemviaSocialMedia 76 Social Media Marketing Program Community Relations Putting the Public Back Into PR Pitching 77 Social Media Marketing Program Community Relations Putting the Public Back Into PR 78 I used to communicate to the media, now I communicate to my audience. Me 28. 4/23/14 27 Social Media Marketing Program Community Relations Putting the Public Back Into PR Top10TwiXerTipsforBeginners 79 Social Media Marketing Program Community Relations Putting the Public Back Into PR 80 Social Media Marketing Program Community Relations Putting the Public Back Into PR 25TipsforSuccessfulTwiXer Engagement 81 29. 4/23/14 28 Social Media Marketing Program Community Relations Putting the Public Back Into PR Paper.li 82 Social Media Marketing Program Community Relations Putting the Public Back Into PR Paper.li 83 Social Media Marketing Program Community Relations Putting the Public Back Into PR Facebook Crea.ngAFacebookPage 84 Inviteyourpersonalfriends FollowrelatedFacebookpages Keepitac.ve Useplentyofphotosandvideos Postrelatablestories LinktoyourotherSocialMediaoutlets Dontalwaysbesellingpaceyourself 30. 4/23/14 29 Social Media Marketing Program Community Relations Putting the Public Back Into PR Facebook 85 Social Media Marketing Program Community Relations Putting the Public Back Into PR Facebook 86 Social Media Marketing Program Community Relations Putting the Public Back Into PR Instagram Contests 87 31. 4/23/14 30 Social Media Marketing Program Community Relations Putting the Public Back Into PR Instagram 88 Social Media Marketing Program Community Relations Putting the Public Back Into PR 89 Social Media Marketing Program Community Relations Putting the Public Back Into PR 90 32. 4/23/14 31 Social Media Marketing Program Community Relations Putting the Public Back Into PR DaleCarnegiesaiditin1936 s.lltruetoday 91 Social Media Marketing Program Community Relations Putting the Public Back Into PR SocialMediaCalendar 92 Social Media Marketing Program Community Relations Putting the Public Back Into PR ScenariosGroupAc.vity 1. Followercomplaint 2. Followercompliment 3. Scathingmediaar.cle 4. Wrongfactinpublicpos.ng 5. Posi.vemediacoverage 93 33. 4/23/14 32 Social Media Marketing Program Community Relations Putting the Public Back Into PR GroupPresenta.ons 15minutespergroupplusfeedback 94 Social Media Marketing Program Community Relations Putting the Public Back Into PR RecommendedListening 1. ThisWeekInTech 2. ThisWeekInGoogle 3. TheSocialHour 4. Marke5ngOverCoee 5. TheBeanCast 6. SixPixelsofSepara5on 7. SocialMediaMarke5ngPodcast 95 Social Media Marketing Program Community Relations Putting the Public Back Into PR RecommendedReading/Listening 1. Mashable 2. SocialMediaExaminer 3. MaWCuWs 4. ChrisBroagan 5. SethGodin 6. PRNewser 7. 6:00AM 96 34. 4/23/14 33 Social Media Marketing Program Community Relations Putting the Public Back Into PR Q&A Social Media Marketing Program Community Relations Putting the Public Back Into PR 98 Remember The biggest problem in communication is the illusion that is has taken place. -- George Bernard Shaw Social Media Marketing Program Community Relations Putting the Public Back Into PR 99 Evalua.ons 35. 4/23/14 34 Social Media Marketing Program Community Relations Putting the Public Back Into PR JonathanLance hXps://twiXer.com/OnYourMarkEvent hXps://www.facebook.com/onyourmarkevents www.linkedin.com/in/jonathanblainelance 100