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TH I NK Public Relations

This chapter explores the internet and social media as powerful tools for public relations professionals. It discusses the advantages of leveraging the internet for PR, such as easy updating of material, interactivity, and cost-effectiveness. It also covers webcasts, podcasts, wikis, and the impact of social media on PR, including blogs, Facebook, Twitter, and YouTube. The chapter concludes with a discussion on the rising tide of mobile-enabled content, including texting, apps, and QR codes.

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TH I NK Public Relations

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  1. THINK Public Relations Wilcox/Cameron/Reber/Shin

  2. Ch12: The Internet and Social Media

  3. Overview • The Internet • Leveraging the power of the internet • Webcasts, podcasts, and Wikis • Social media • The rising tide of mobile-enabled content

  4. The Internet • The Internet • The first medium that allows almost anyone to send messages to a mass audience without the message being filtered by journalists and editors • Embrace of the Internet has taken less time than the growth of any other mass medium in history.

  5. Leveraging the Power of the Internet • Attractive characteristics of the internet for PR professionals • Easy updating of material • Interactivity • Access to the depth of information • An infinite amount of space for information • Cost-effective • Ability to reach niche markets • Information available on a 24/7 basis

  6. Interactivity • “Pull” concept • “Push” concept

  7. Cost-Effectiveness • Calculating ROI on a website can show that a website is well worth the investment and contributes to the bottom line.

  8. Webcasts, Podcasts, and Wikis • Webcasting • More than 90 percent of public companies use webcasts for everything from news conferences to employee training. • Three major advantages of podcasts • Cost-effectiveness • 24/7 access • Portability • Wikis • Can be used in PR campaigns and employee relations

  9. What Do You Think? • Which characteristics define “social media”? How have social media changed the landscape of public relations?

  10. Social Media • Social media conversation is not organized, not controlled, and not on message. • Blogs • Facebook • Twitter • YouTube

  11. Blogs • The first widespread application of social media • Blogs have become mainstream sites in terms of both their numbers and their influence.

  12. Corporate or Organizational Blogs • Are usually written by an executive and represent the official voice of the organization

  13. Employee Blogs • Concerns of liability or the potential for proprietary info to be released • Guidelines for employee blogs

  14. Third-Party Blogs • Organizations must monitor and respond to the postings on other blog sites.

  15. What Do You Think? • What are the potential upsides and downsides for organizations and individuals that blog?

  16. Facebook • Facebook is the most popular social networking site. • Many organizations tend to establish a presence on these sites. • Audience engagement • Consumer invovlement • Public relations materials need to be low-key and creative for these sites.

  17. Facebook by the Numbers (2011)

  18. Twitter • The second most popular social media network • Used as a distribution platform for late-breaking news, to refute a viral rumor, or to provide updates on a developing situation • Marketing and promotional purposes

  19. YouTube: Video Clips and Controversy • YouTube is the premier social networking site for posting and viewing videos. • Today’s organizations are involved in posting video clips. • Clips should be creative, interesting, and somewhat humorous to get attention from target audiences.

  20. The Rising Tide of Mobile-Enabled Content • Texting • Apps everywhere • Apps have expanded the capabilities of smartphones to tap into information that consumers can use in their daily life. • QR codes: Just a scan away • Easy access to a variety of websites and apps

  21. Check the review questions found on the course outline. Some may also be added here See Chap. 12

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