understanding social narratives: pr as narrative seminar
DESCRIPTION
A presentation given to MA students in PR at the Laban Centre, London for Greenwich University.TRANSCRIPT
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Public relations as narrative: Understanding social narratives
Ann Longley
Group Head of Social Media , Hays
September 2013
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Social media has democratised publishing
Image source: Time Magazine, 2006
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Changing the ways we tell stories
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Today, no one narrative source can control a story
And with social media they can take on a life of their own….
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As they are are now made up a plurality of voices
Expressed across a wide range of social formats and channels
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Story telling may now be participatory
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And it is spawning new narrative genres
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It is changing our view of history
The Library of Congress is archiving Tweets to preserve history
http://blogs.loc.gov/loc/2010/04/how-tweet-it-is-library-acquires-entire-twitter-archive/
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Transforming traditional institutions
It is sometimes referred to as the 5th Estate – by offering transparency it can enable greater accountability.
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And our relationship with traditional media
Some news stories may now break first on social media
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In some situations it may capture truth, whilst in others, it may distort it
http://www.theguardian.com/uk/interactive/2011/dec/07/london-riots-twitter
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One thing for sure, it is changing role of media
Source: https://witness.theguardian.com/
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For brands, the way to overcome media fragmentation is with strong creativity
['The secret to creativity is knowing how to hide your sources.' Albert Einstein]
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SO WHO IS DOING A GOOD JOB TELLING SOCIAL NARRATIVES?
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RedBull excels at brand story-telling
http://www.youtube.com/user/redbull
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The Australian government has reinvented PSAs
Source: http://www.youtube.com/user/DumbWays2Die
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Whilst the department of Health effectively used video bloggers to engage a youth audience
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What do these examples all have in common?
They leverage social graphs and encourage social sharing
http://www.touchgraph.com/navigator http://www.touchgraph.com/navigator
Source:http://www.touchgraph.com/navigator
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One thing that hasn’t changed is the aim of storytelling - or its importance
How many people are talking about this = social proof.