The Effect of Social Media onPublic Relations

The New PR

Maria Fernandez

Social Media

•Open•Conversations & Dialogue •Relationship Development•Multiple voices•Getting the message to stakeholders

Social media press releaseVideo news releaseInternetSocial networking communities / influencers

The conversation index

PR 2.0 is the convergence of Public Relations and the Internet with potential to change how communications professionals reach customers and online communities with social media strategies.

No longer will the PR professional have to speak through an influencer (i.e., the media). We can move forward with a direct to consumer approach through social media tools.PR 2.0 breaks the traditional mold and allows communications professionals to think, react and promote in a whole new way.

Today’s audiences are citizen journalists in social communities that are connected across the Internet.

P.R. 2.0

http://www.youtube.com/watch?v=kQtmidEnaBE

What is the purpose of social media in PR?

• Establishing online identity

• Conducting Research – qualitative and

quantitative

• Launching event & creating awareness of an issue

• Engaging with customers in dialogue

• Creating new online partnerships

•Communications with External & Internal Audiences

• Crisis Communications & Crisis Management

•Reputation Management (Corporate and Individual)

How are internal communications managed with social media?

stems of communications

Intranet Case study

Creating a crisis team representing PR, human resources, finance, legal, operations.

Press statement Written remarks Planned, promoted a

memorial service Grief counseling and

intentions for future relief.

Pharmaceutical Services Inc. WEST

Explosion ripped through its kinston, NC factory leaving death and injury in its wake.

A 500 million public corporation

Date:

Schwartz communications helped WEST

How are internal communications managed with social media?

Case Study

Tourist campaign Newsletter to

marketers Bought search terms

on search engines Twitter, Facebook, You

tube, Flick stream. Community relations

donations

BP spill Location: Golf of Mexico.

Date:

a new format of writing press releases that incorporates web-based tools for people to share and discuss the information of the release with one another.

Social Media Release (SMR)

webprpro.com/prglossary

Customer service

Traditional way Customer Service 2.0

Phone calls for reviews

Filling of forms in stores

Mailing list Approach by

demographics Invitation to events

Internal blogs Social networks Online communities Technical Support Order Tracking Webmail E-Billing comprehensive FAQ

page. Online reviews

Why is it important to understand social media from a PR perspective?

•Being aware of the latest technologies to implement our communication messages and campaign strategies

•Know how people are getting their information and stories and effectively communicate and share meaning with audiences

•To build networks with fellow PR professionals you never know who you are going to meet•Understanding the key online influencers and opinion leaders

•A way to understand our target audiences and how to best communicate with them

•A tool to use to manage online reputation for our client as well as ourselves

http://www.instituteforpr.org/research_single/examining_the_increasing_impact_of_social_media_on_public_relations_practic/

http://overtonecomm.blogspot.com/2006/12/5-social-media-trends-that-will-impact.html

http://www.prsa.org/Conferences/DigitalImpact/ http://managementhelp.org/pblc_rel/pblc_rel.htm http://www.socialmediatoday.com/SMC/200945 http://www.youtube.com/watch?v=kQtmidEnaBE http://www.deirdrebreakenridge.com/2009/02/new-pr-20-measure

ment-part-i/ http://www.briansolis.com/2009/04/conversation-index/

Sources