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The Effect of Social Media on Public Relations

The Effect of Social Media on Public Relations. The New PR. Maria Fernandez. Social Media . Open Conversations & Dialogue Relationship Development Multiple voices Getting the message to stakeholders Social media press release Video news release Internet

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The Effect of Social Media on Public Relations

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  1. The Effect of Social Media onPublic Relations The New PR Maria Fernandez

  2. Social Media • Open • Conversations & Dialogue • Relationship Development • Multiple voices • Getting the message to stakeholders • Social media press release • Video news release • Internet • Social networking communities / influencers

  3. The conversation index

  4. P.R. 2.0 • 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. http://www.youtube.com/watch?v=kQtmidEnaBE

  5. 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)

  6. How are internal communications managed with social media? stems of communications • 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 Intranet Case study

  7. How are internal communications managed with social media? • 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: Case Study

  8. Social Media Release (SMR) • 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. webprpro.com/prglossary

  9. Customer service • 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 Traditional way Customer Service 2.0

  10. 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

  11. Sources • 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-measurement-part-i/ • http://www.briansolis.com/2009/04/conversation-index/

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