team quattro
TRANSCRIPT
Kean QuatroTeam Quatro: Daniel Silletti, Adam Kennedy,
Melissa Aponte & Estephan Donado
Social Media in Public Relations
Public Relations in Social Media
- PR- A Strategic communication process that builds mutually beneficial relationships between organizations and their publics.
- PR social media allows an organization to connect directly with its audience and build a profile.
- Allows them to learn about the audience and what they are doing.
- Great content, newsworthy material will lead to success in Social Media.
- Twitter and Facebook are two of the most common social media platforms used for PR firms
PR ManagementeCommerce
Google analytics, social media data dashboards
KPIs (Key Performance Indicators)
Social Media BenefitsCustomer Brand Loyalty
Influence
Multiple Platforms
The Media Cloverleaf
@EdelmanPRThe Media CloverHamburg PrinciplesArmano’s Five Content Archetypes
1.Curated Content
2.Co-Created Content
3.Original Content
4.Consumer-Generated Content
5.Sponsored Content
PR Blogging and Case StudiesPersonal/Company Brand Voice
Old spice - VideosMicrosoft - TwitterHershey’s - Facebook
Announcements as incentiveEmployees are brand ambassadors
Social Media Tactics
Historically PR people had a heavy reliance on the simple press release or newsletter.
-Digital Age changed everything.
-Designed today for online consumption by news media and general public.
-PR people search for “traction” in a cluttered world of social media.
- Social media has given PR firms the opportunity to use it as a pulpit to humanize a brand. PR is now able to be taken to a human level.
Social Media Tactics
- Social Media tends to blur the lines between PR, advertising and marketing.
- While PR may emphasize brand awareness, influence or positive sentiment, marketing ultimately seeks conversion from interaction to sales.
Examples
-Media Releases
-Media angles/pitches
PR Newsrooms and Message Targeting- PR firms developed Creative Newsrooms to address the
need for real-time social media monitoring,
response and strategy. Hiring former journalists to
Staff the newsroom.
- PR firms focus on client media storytelling to engage the audience.
- Real-time social media is transforming marketing and PR.
PR Theories
PR Tactics:- Connected through Social Media
- Strategies are as important as tactics
Grunig’s Four PR Theories- Press Agentry Model
- Public Information Model
- Two Way A-symmetric Model
- Two Way Symmetric Model
Press Agentry Model
- News- Accuracy and Credibility- Persuasion and Manipulation
Public Information Model
- Accuracy of the message- Ethicality - Used by Government Agencies, Military
Units, and Law Enforcement
Two Way A-symmetric Model
- Feedback- Specific Targets- Psychology of The Audience
Two Way Symmetric Model
- Ethicality - Dialogue, not Monologue - Mutually Beneficial Solutions
Social Capital
- Gaining social Capital
- Opportunities
With so much attention being paid to seemingly self-serving company and brand efforts with social media, new interests are beyond sale and profits have been brought up. CSR asks companies to consider the effects of their businesses.
CSR helped by emphasizing social responsibility for individuals, groups and companies.
CSR can be seen as a way to develop legal, ethical and global best practices within large corporations.
Corporate Social Responsibility (CSR)
Non-ProfitsNon-Profits don’t have the same budget as most companies to spend on media.
So social media is an outlet where they hope to get the most earned PR.
Non-Profits use this outlet to cultivate social friends and fans, drive traffic to fundraising campaign sites, and generate interest in community events.
https://ourrevolution.com/issues
Successes
Chief executive officers (CEO) play an important role in developing social media PR success stories.
When a CEO becomes a thought leader, she or he has the potential to influence conversation and followers.
A great example for this is Steve Jobs
FailuresThe book states the most common problem for individuals and companies failing in public relations side is the lack of planning and delivering messages clearly.
Among many examples, one that stood out to me was from a former Chrysler employee who believed he was tweeting through his private account instead of Chrysler’s official twitter.
Lessons
PR practitioners have learned how to use social media in a more effective way within the past decade.
1.Measure what matters- impressions and ad equivalency are moot points if your media efforts aren’t impacting the company's bottom line.
2.Re-think media placements- social sharing, online pieces are often driving conversation better than print coverage.
3.Adopt a channel-agnostic approach- by connecting content across earned, owned, and paid media, brands can tell a cohesive story that resonates with discerning consumers today.
Kahoot!