A new

1. #MC4002 Lecture 1

3. ow.ly/sysdx
 PRSA‟s “current definition of PR – “public relations helps an
organization and its publics adapt mutually to each other” was
last updated in 1982, before Twitter, before Facebook, hell, even
before you had a computer at your desk.”
 “Before the rise of social media, public relations was about trying
to manage the message an entity was sharing with its different
audiences. Now, P.R. has to be more about facilitating the ongoing
conversation in an always-on world.” - Adam Lavelle
 “PR practitioners have gotten lazy, hiding behind words and
messages instead of building actual relationships.”

4. 1.
Instead of spamming my email pitches to massive distribution lists, I will put in more than ten seconds of
effort and personalize it to the reporter/blogger/writer/anchor/editor I‟m contacting.
2.
I will learn how to speak with an actual human voice instead of the voice of mission statements,
brochures, and marketing pitches.
3.
I will not forget the relations in public relations and will try to develop real relationships with the
members of the media I work with instead of treating them like pawns that can be manipulated.
4.
I can no longer be the man behind the curtain, ghostwriting messages and press releases while I hide
behind my brand or organization. I will take responsibility for my strategies and tactics.
5.
Regardless of my age, I will recognize that keeping up with and understanding technology is now a job
requirement.
6.
Likewise, I will stop assuming that social media IS public relations and vice versa. Social media is
becoming a much larger aspect of PR and present practitioners with new tools to use, but they are not one
in the same.
7.
PR cannot exist in a vacuum – I realize that my PR efforts will be more effective if I collaborate and
communicate regularly with marketing, advertising, strategy, operations and other groups throughout
the organization.
8.
And finally, I will recognize that good public relations isn‟t about manipulating media coverage – it‟s about
helping an organization create and maintain stronger relationships with all of its stakeholders.

6.  Note: PRSA initiated a crowdsourcing campaign and public vote
that produced the new definition. Role of Social Media?
 “public relations is a strategic communications process that builds
mutually beneficial relationships between organizations and their
publics”
 How do you think social media plays into this modern
definition?

7.  Transparency
 Social Media
 Blogs
 Facebook
 Google+
 Twitter (microblogging)
 Evaluation
 Managing 24/7 News Cycle
 Move to the Web & Mobile Devices
 Lifelong Learning

8. 1. Press Agentry / Publicity: One-way communications, primarily
through the mass media, to “hype” or sell (Ex. P. T. Barnum)
2. Public Information: One-way distribution of information, based on
journalistic ideas of accuracy and completeness; little audience
research
3. Two-way Asymmetric: Two-way communication, with feedback
primarily to help the communicator better understand and persuade
the audience. (Today: Marketing & Advertising)
4. Two-way Symmetric: Two-way communication for purpose of
gaining mutual understanding; improving public understanding,
learning how public perceives an organization; mutually beneficial
policies & actions; “relationship building”

9.  Two-way Symmetric: Two-way communication for purpose of
gaining mutual understanding; improving public understanding,
learning how public perceives an organization; mutually beneficial
policies & actions; “relationship building”
How might social media enable / facilitate this model?

11. “The rapid rise of social networking sites has
dramatically changed the landscape of public
relations. Today, PR needs to be focused on
listening and engaging in a dialogue with
citizens and consumers in a world where
organizations must now operate in a totally
transparent manner.” – Think PR

12.  Respond & Listen
 “Most people do not listen with the intent to understand; they listen
with the intent to reply.” - Steven Covey, The 7 Habits of Highly
Effective People
Discussion Question: How can we “listen” using social media?
 Blog comments
 Twitter mentions & replies
 Facebook post comments
 Eliciting feedback online, via e-mail or social media
 Asking questions of social media users
 Others?

14.  Be Transparent
 If you‟re wrong, admit it.
 Correct mistakes where you make them – as quickly as possible.
 Engage with readers, but professionally.
 Listen.
Denver Post Policy: “If you do publish something on a social media service that is
incorrect, and realize it instantly, delete the tweet or Facebook post. Issue a correction
tweet or Facebook post thereafter. Do not repeat the error.
If you realize it much later, also issue a correction. Don‟t try to hide the error by deleting
the original message and then re-issuing the news.”

15. Transparency
transparency — adj
1. easily detected or seen thru.
2. readily understood.
3. characterized by visibility or accessibility of information,
especially concerning business practices.
Authenticity
authentic — adj
1. not false or copied; genuine; real: an authentic antique.
2. having the origin supported by unquestionable
evidence authenticated; verified
3. entitled to acceptance or belief because of agreement
with known facts or experience; reliable; trustworthy

16. http://www.social
mediaexplorer.co
m/social-mediamarketing/socialmediatransparencyinfographic/

17.  Using effective communication, to build meaningful relationships
with publics, to create societal change, both in terms of social
justice and brand awareness.
https://blogs.monash.edu/presto/tag/two-way-symmetrical-communication-model/
 Social change is executed when the content displayed on an
organization's social media platform has “the capacity to have an
effect on the character, development, or behavior of someone” –
Oxford Dictionary.

19.  Facebook
 Build brand awareness, gain customer insights, create loyalty
 Practice thought and creativity in shaping messages that are relevant
and interesting to your “friends”: focus on light-hearted humor, short
video clips, music, contests, audience participation
 Asking users to engage, submit photos of interaction with
organization/products, etc.
 Provide useful information
 Spice maker McCormick Company established a turkey page of
Thanksgiving to provide cooking tips and encourage fans to share recipes
and photos. If consumers “liked” the page, they were given additional
access to recipes.

20.  Twitter
 Second most popular social media network (& my favorite)
 Real-time microblogging
 Great for spontaneous conversations
 You have 140 characters – use them wisely, keep in short but
comprehensible. You can include a link to more detail.
 Keep in mind anything you publish is immediate, (essentially)
permanent, & public. Be responsible.
 PR professionals often use Twitter to break news, answer customer
queries, provide updates on developing situations, provide useful or
entertaining information.
 What could you Tweet about for your brand/organizations?
 Be very careful not to “sell” things on Twitter. It‟s about building brand
awareness/loyalty through conversation, entertainment, etc.
 Share customer reviews, useful information

21.  The Re-Tweet
 Use the Retweet button.
 Copy and past into a new
Tweet: RT @username
 It‟s good practice to add
your own thoughts /
expertise to a re-tweet
 The Modified Tweet
 MT @username (modify or
cut down the original tweet)
 Quote a Tweet
 Inserts “quotes” around the
tweet, so you could add
your own comment while
attributing the original tweet
to it‟s author
 ALWAYS attribute a Tweet
to it‟s rightful author

22.  Your bio is searchable within the Twittersphere, meaning you need to
think carefully about keywords. It will show up in search engine
results for your name, so it has to represent the true you. It's also
how you choose to present yourself to Twitter's 230 million users, so
it's worth giving it some serious thought.
 Be Specific; use keywords (copywriter, public relations, biologist, etc.).

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Don't just state you're in a sales role, mention the industry in which you
work. If you're a recruiter, what kind of candidates are your speciality? Do
you work in marketing? Which industry sector?
Be creative; consider a 1-2 hashtags
Don‟t look like an automated bio: “Coffee expert. Twitterholic. Internet
advocate. Music aficionado. Wannabe entrepreneur.” gobbledegook
PERFECT spelling and grammar
Do some research; include your goals / values in your bio
Link to your homepage
Where are you from? Where do you work? What are your hobbies? What
is your expertise? What are your qualifications?
How to Write a Rockstar Twitter Bio

23. "The idea behind your bio is that you want to provoke
enough interest so that somebody will follow you
back," Mark Schaefer, author of The Tao of Twitter,
says. "Be honest and give at least a hint of what you do
in the real world. Then, add something unusual or funny
to stand out. For example, I identify myself as a
consultant, author and social media bouncer. That often
starts a conversation!"

25.  Blogs
 Corporate/Organizational Blogs (Official voice of organization):
provide useful information for audience; provide opportunity for
comments; invite customers to engage in dialogue; provide personal
perspective on organization programs
 Employee Blogs: technical information, project oriented; be positive
 Third Party Blogs: organizations must monitor and respond to the
postings/reviews on external blog sites; establish relationships with
influential bloggers who are talking about your organization
 “In its best incarnation, corporations will use blogs to become more
transparent to their customers, partners, and internally. By
encouraging employees to speak their minds, companies will be able
to demonstrate their heart and character. Not an easy trick for a
faceless entity. This will facilitate stronger relationships and act as
„grease in the gears‟ of a business operation.” – Larry Genkin, Blogger
and Podcaster magazine

26.  Read & Discuss for Jan 22: Tweet Naked, Chapters 1 & 2
 Tweet reflections/questions to Scott Levy @FuelOnline
 Read & Discuss for Jan 22: Kaplan & Haenlein (2010). Users of
the world, unite! (Moodle)