social media pr course – spring 2015
TRANSCRIPT
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
COMMUNITY RELATIONS:PUTTING THE PUBLIC BACK INTO PR
Instructor: Jonathan Lance
SFSU CEL Social Media Marketing Program
Spring 2015
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Public Relations (Class Overview)
• History• Current• How to write a news release, news advisory, PSA• Media Relations• Traditional/Social Media PR Campaign• Placing Stories• Stories/Case Studies• We are the media
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Session 1 Agenda
1. Overview and Class Expectations2. History and Today3. News Releases, News Advisories, Public
Service Announcements4. Media Calendar5. Class Project
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Yes, we also have one of these…
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
“The biggest problem in communication is the illusion that is has taken place.”
-- George Bernard Shaw
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Introductions
1. What is YOUR name?2. Where are you from?3. What do YOU do?4. Are YOU working in PR today? 5. Are YOU using social media for PR?
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Edward Bernays
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
One PR Definition
• To encourage people to do something• To encourage people not to do
something• To encourage people to let us do
something for them
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media of Choice
• Paid media • Earned media • Owned media
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media of Choice
Paid Media
• Advertising on radio, TV, newspapers, magazines, social media
• Posting the message exactly the way you want it – because you’re paying for it
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media of Choice
Earned Media
• Public relations• You convince someone to post a story about
your product or service• Third-person endorsement
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media of Choice
Owned Media
• You own the content • You own the outlets: Google+, Twitter,
Facebook, Blog, YouTube, Instagram, newsletter, etc
• Your own newsroom
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
The News Release
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Prehistoric Email
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The Ultimate Technology!
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Clipping
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Writing Press Releases
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
How to write a news release
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
What is a public service announcement?
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
What is a public service announcement?
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
What is a public service announcement?
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What is an advisory?
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Communicating with different audiences
• Media (media relations)• Your direct audience• Indirect audience• Investors (investor relations)• Potential clients• Current customers
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News Media Then
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Traditional News Media Then
• Plenty reporters, editors, photographers, producers
• “Maybe will consider your story, but we have plenty”
• “We NEVER accept photos/videos, written news articles (news releases), suggested spokespersons”
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News Media Now
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Traditional News Media Now
• Far fewer, reporters, editors, photographers, producers
• Skeleton crews• “We can’t send a reporter or photographer”• “Send in your photos/videos, written news
articles (news releases), spokespersons”
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Citizen Journalism and PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Citizen Journalism and PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Citizen Journalism and PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Citizen Journalism and PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Citizen Journalism and PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
WWWWWH – Class Activity
1. Who?2. What?3. When?4. Where?5. Why?6. How?
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WWWWWH – Class Activity
The News Writing Inverted Paragraph
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News ReleaseExample 1
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News ReleaseExample 2
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News ReleaseExample 3
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News ReleaseExample 4
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News ReleaseExample 5
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News ReleaseExample 6
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News ReleaseExample 7
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 8
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 9
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 10
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News ReleaseExample 11
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News ReleaseExample 12
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 13
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 14
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media Calendar
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Class Project
Choose a non-profit for which you will:•Present a full PR campaign including
– News release– Public service announcement– Advisory– Social Media Outreach (Twitter and Google+)
•Overview of the plan Your assignment will either be re-introduction of an established
organization, introduction of a new organization or a announcing special event
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Session 1 Homework
• Join our course LinkedIn account• Post an example of a news release, news
advisory, and public service on our LinkedIn Group. We will discuss your postings in the next class.
• Review assigned reading• Begin your class project. We will discuss in
the next class.
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
PR 24/7: Social Media, PR Job Satisfaction
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Session 2 Agenda
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1. Recap of Session 1 Material2. Q&A3. Discuss News release, News Advisory, PSA
assignment4. Discuss your class project5. AP Writing6. AP Exercise7. Media and Twitter
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Your Homework Assignment
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Discussion
News ReleaseNews AdvisoryPublic Service Announcement
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Your Class Project
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Discussion
ProjectTimelineMedia and Audience
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Associated Press Stylebook@apstylebook
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Research AP Nuggets
Class Exercise
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What to say to a reporter
• “There’s no such thing as off the record”• Don’t be afraid to say “I don’t know.”• Always tell the truth• Control the message
http://www.shannonganun.com/PDFs/Guidelines For Talking With The News Media.pdf
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How to Work (With) a Reporter
Know what the reporter’s expertise is, and ensure that your story is related to her or his field beat.
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How to Work (With) a Reporter
You must always respect the reporter's power to reject your story, or postpone working on it.
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How to Work (With) a Reporter
Cultivate long-term relationships with journalists that respond positively to your story ideas.
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How to Work (With) a Reporter
In-person meetings are the best. Invite the reporter to an event that would be of interest to them.
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
How to Work (With) a Reporter
For journalists, speed is everything. Most journalists work on deadlines, so getting to a quality source fast is important to them.
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
How to Work (With) a Reporter
Never give false or exaggerated tips. If you do, the reporters you pitch will never have any reason to trust you again, and you won't be able to approach them later.
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How to Work (With) a Reporter
When a journalist is looking for sources, he likely has hundreds to sort through, so make yours personal, brief and interesting, to stand out from the crowd.
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
How to Work (With) a Reporter
Keep your communications short, sharp, and simple. If your releases are written poorly or are unclear, the reporter won't have time for you.
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Using Twitter With The Media
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Work your lists
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Using Twitter With The Media
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Give props to the media who post yourstories.
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Using Twitter With The Media
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If truly a “win” just for the readers, don’t hesitate to post with a #PlzRT
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Using Twitter With The Media
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Re-Tweet stories the media posts about you
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Using Twitter With The Media
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Use photos!
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Using Twitter With The Media
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Use those # and @s
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Using Twitter With The Media
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Give unconditional love to media outlets’ postings that would be of interest to your followers
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Using Twitter With The Media
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All your original posts do not have to be about you – but make it related to you
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
25 Tips for Successful Twitter Engagement
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Session 2 Homework
1. Research Social Media outlets that would work for your class project
2. Continue on working on your project’s news release, news advisory, PSA
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Session 3 Agenda
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1. Recap of Session 22. Media relations3. Building a media list4. Media Pitching: Case Study/PRSA webinar 5. Social Media outlets6. Social Media engagement exercise7. Last minute work on group presentations8. Presentations 9. Evaluations
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Creating Newsworthy Angles
• New Development • Human Interest • Local Angle • Progress • Consequence
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Creating Newsworthy Angles
• Eminence or Prominence • Conflict • Drama • Disaster • Timing and Proximity
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsWho to contact in newspapers
• News Desk• Beat Editor (news release/news advisory)• Beat Writer (news release/news advisory)• Calendar Editor (news release)• Assignment Editor (news release/news advisory)• “Your Subject” Editor/Writer (news release/news
advisory)
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsTiming newspapers
• 1st Release – Four weeks out• 2nd Release – Two weeks out• Advisory – Three days out
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsWho to contact in magazines/periodicals
• Editor (news release/news advisory)• Assistant (news release/news advisory)• Assignment Editor (news release/news advisory)• Calendar Editor (news release/news advisory)• Subject Editor (news release/news advisory)
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsTiming magazines/periodicals
WEEKLIES• 1st Release – Four weeks out• 2nd Release – Two weeks out• Advisory – Three days out
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsTiming magazines/periodicals
MONTHLIES
• 1st Release – Three months out• 2nd Release – Two months out• Advisory – One week out
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsWho to contact in radio
• News Desk (news release/news advisory)• Assignment Editor (news release/news advisory)• Calendar Editor (news release)• Community Relations/Services Director (PSA)
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Media RelationsTiming radio
• PSA – Two months out• 1st Release – Two weeks out• 2nd Release – One week out out• Advisory – Three days out
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsWho to contact in TV
• News Desk (news release/news advisory)• Assignment Editor (news release/news advisory)• Calendar Editor (news release)• Community Relations/Services Director (PSA)
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsTiming TV
• PSA – Two months out• 1st Release – Two weeks out• 2nd Release – One week out out• Advisory – Three days out
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsSan Francisco Chronicle / SFGate.com
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsKGO-810 AM
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Media RelationsKGO-810 AM
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Media RelationsKPIX-TV
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Media RelationsKGO-810 AM
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsKPIX-TV
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media Relations
• Pitching your stories• Call to follow up a release or advisory• Call to run a story idea by them• Thanking personally• Thanking them via Social Media
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Pitching
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Help A Reporter Out (HARO)
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Pitching
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News Distribution ServicesBusiness Wire
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News Distribution ServicesPR Newswire
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Media List and Monitoring
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media List and Monitoring
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Presentations
15 minutes, plus feedback
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Q&A
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Remember
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“The biggest problem in communication is the illusion that is has taken place.”
-- George Bernard Shaw
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Evaluations
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Jonathan Lance
• https://twitter.com/OnYourMarkEvent• https://www.facebook.com/onyourmarkevents• www.linkedin.com/in/jonathanblainelance
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“I used to communicate to the media, now I communicate to my audience.”
– Me
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