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PR 2.0 the role of the message in the information era

PR 2.0 the role of the message in the information era. Mary-Margaret Jones www.generatorgroup.ca. Agenda. Activity 1 Introduction History of spin Changing media BREAK Results of Activity 1 Campaign planning Activity 2 Recap. Activity 1. Current events quiz

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PR 2.0 the role of the message in the information era

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  1. PR 2.0the role of the message in the information era Mary-Margaret Jones www.generatorgroup.ca

  2. Agenda Activity 1 Introduction History of spin Changing media BREAK Results of Activity 1 Campaign planning Activity 2 Recap

  3. Activity 1 Current events quiz www.twitter.com/marymargaret http://www.surveymonkey.com/s/CLH2J2K

  4. What is PR?

  5. History of Spin to 19th Century

  6. Spin 20th Century to Present

  7. Mass Communications To mid-19th Century • Rhetoric • Writing • Print Mid-19th Century to present • Rhetoric • Writing • Print • Radio • Television • Film • Internet (digital)

  8. Terminology Defining Earned, Owned And Paid Media Posted by Sean Corcoran on December 16, 2009

  9. mmj’s interpretation of a great slide by Edelman re: new communications Rich media content Awareness change Influencer

  10. BREAK

  11. Results • Who is Bev Oda? • MP, PC • What happened in the HoC? • Speaker found PCs in contempt of Parliament 2x • Glee? • All of the above • New consumer electronic product? • iPad 2 • What rock singer announced retirement? • Phil Collins • Tiger blood, winning, Adonis DNA, Chuck Lorre? • Charlie Sheen 7. Who is this man? • Muammar Gaddafi • Largest circulation? • Toronto Star • Christy Clark first female premier? • No

  12. Fundamental changes • Spaghetti on the wall approach does not work -- conversations directly with the consumer • Authenticity in messaging • Circumvents third-party authority • Empowers each consumer • Brands need to listen • PR people need to engage in meaningful conversations

  13. RIGHT TOOL FOR THE RIGHT JOB

  14. Campaign Planning • Objective • Goals • Audience • Key messages • Strategy • Tactics • Measurement

  15. Activity 2 Situation: You’re best friend is running to be the president of student council. A reporter from the Sheridan Sun tells him/her there is an online photo of your friend dressed up as a Nazi for Halloween. The reporter is going to print the photo and wants to interview your friend. What advice do you give her.

  16. Bibiliography Bates, Don. (2006) “Mini-Me” History: Public Relations from the Dawn of Civilization. Institute for Public Relations. Retrieved from http://www.instituteforpr.org/wp-content/uploads/MiniMe_HistoryOfPR.pdf Bernays, Edward. (1928) Propoganda. Ig Publishing: Brooklyn, NY. Breakenridge, Deidre. (May 7, 2008) “PR 2.0: A Communicator’s Manifesto”, ChangeThis Issue No. 46.03. Retreived from http://www.changethis.com/46.03.CommunicatorManifesto Corcoran, Sean. (December 16, 2009) Defining Earned, Owned And Paid Media. Forrestor.com. Retreived from http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html Edelman’s 2011 Trust Barometer Survey (February 2011) Retrieved March 2011 from http://www.edelman.com/trust/2011/uploads/Edelman%20Trust%20Barometer%20Global%20Deck.pdf Litwin, Larry. (2009), A Brief History of Public Relations. Retrieved February 2011 from www.larrylitwin.com/handouts.

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