Social Media in Public Relations

Chapter 4

What is Public Relations (PR)?“Professional maintenance of a favorable public image by a

company/person/organization/etc.”

Social media PR centers on ART - actions, reactions and transactions. Emphasis on “shareable online content.”

Influencing the C-suite: make key decisions have have the power to spend money for outside social media services.

PR ManagementBusinesses want social media to be connected to their larger

goals and strategies.

eCommerce - link social media efforts through platforms like Google Analytics

Key Performance Indicators (KPIs)

More focus on social networks

Edelman PR Cloverleaf

PR History and TacticsDan Edelman & Toni Twins

“Do good. Tell other people about it.”~Dan

Edelman

PR Theories

Press Agentry/Publicity Model: get media attention in any way possible

PR Theories

Press Agentry/Publicity Model: get media attention in any way possible

Public Information: “One way” communication

PR Theories

Press Agentry/Publicity Model: get media attention in any way possible

Public Information: “One way” communication

Two-way asymmetrical: Utilize common ground between public and organization.

PR Theories

Press Agentry/Publicity Model: get media attention in any way possible

Public Information: “One way” communication

Two-way asymmetrical: Utilize common ground between public and organization.

Two-way symmetrical: Promotes mutual understanding between organization and consumer

Social CapitalAbility of individuals and organizations to benefit from communication

behavior

● Reciprocity

● Resilience within relationships

● Coordination and cooperation

● Trust

● Shared norms and values

● Shared resources and knowledge

Social Media Tactics

Ways in which PR people create “buzz” in a timely fashion, exercising media storytelling techniques across social media

platforms.

When a product or idea gains popularity.

SEO keywords: words or phrases in web content that help connect consumers to merchants through search engines.

PR TRACTION

CREATIVE NEWSROOM

Edelman PR developed this idea to have a room full of Real-time PR professionals to monitor social media real-time. PR professionals are response and strategy ready.

FOR CLIENTS: PROVIDES THEM WITH AN INTEGRATED PLATFORM FOR STORYTELLING, & PLANNED AND UNPLANNED REAL-TIME MARKETING.

THEY DO THIS HOW?:BY INTEGRATING THE CLOVERLEAF STRATEGY ; TRADITIONAL, HYBRID, SOCIAL & OWNED.

CREATIVE NEWSROOM CONTENTReal-time PR professionals tactics: To link client needs with valuable, and relatable content.

ORGANIC- Real-time related content

NATIVE- Social media marketing referred to as “native”

PR Storytelling

“…successful social media marketing requires throwing many jabs before converting the sale with a right hook. “ -

Vaynerchuk

Vaynerchuk’s 9 Most important Social Media Platform:

@MCDONALDS: STICK WITH US @ALROKER, WE’LL HELP YOU WAKE UP FOR THE NEXT 39 YEARS

#MCCAFE. (AUGUST 6, 2013)

Strategies for PR- Social media have become PR tools that offer many ways

to be creative and generate consumer brand interest. - Gieco Gecko- Aflac Duck

Strategies for PR - By using hashtags or hijacking an existing trending topic, a

brand can connect with new potential customers. - @oldspice #needanewman

- Companies need to consider the role that employees play within social media. Their employees may be connected to very active social networks and they are brand ambassadors. - Taking a picture and putting it up on their pages help the company with

customer loyalty and even sales.- Burger joints taking a picture and putting it on a famous wall.

Non-Profits- Non-profits have the most to gain from social media.

- They are typically faced with low or non-existent media budgets and hope to benefit through earned media.

- Spread awareness- Develop social friends and fans

WARNING!!!- CEO social media use has the potential to increase perceptions of

credibility, when used properly. - Should be more ready to handle media and public backlashes in

times of crisis. - Leaves brands open to the risk of potential criticism and attack. - McDonalds Chicken Sandwich Fiasco

- Chrysler employee tweeting on what he thought was his own private account… @ChryslerAutos: I find it ironic that Detroit is known as #motorcity and yet no one here knows how to f*cking drive. (March 9, 2011)

Discussion Question 1How is PR changing because of Social Media use? What are the positives and negatives because of this shift?

More access between company and public

This is good because company can better understand their buyer

This is bad because people can give company inaccurate reviews or review based on emotion.

PR in Social Media

Discussion Question 2Integrate Cloverleaf by making interactive platforms for users to discover and

share content with their network.

Most important limitations to integrated PR - losing the personal touch of a public relations campaign.

Discussion Question 3

What do you see as the most important corporate social responsibility issues related to social media?

VARIES.

How might these change in the future?

Becomes more risky.

How Could You Use Social Media?Scenario 1: You are a manager of a hair salon and you notice that someone gives you a bad review on yelp concerning their perm. How could you use social media to repair the relationship between your business and your clients?

How Could You Use Social Media?Scenario 2: You are soon going to be launching a new flavor of cupcakes at your bakery. You do not have any of these for sale yet, and want to get people lined up for the release. How could you use social media to get people to advertise this product for you?

How Could You Use Social Media?Scenario 3: You are managing a gym and started a program where people can work one on one with personal trainers. How can you use social media to connect people with your personal trainers?