1. THE NEW MEDIA
November 6, 2012

2. TODAY’S AGENDA
• Mary E. Bivins Foundation
• Social Media Is Not ___________ .
• Tylenol
• Vision Casting

3. MARY E. BIVINS FOUNDATION
• Established 1949
• Eldercare
• Scholarships & Grantmaking
• Challenges & Opportunities
D .I .S .G .
d_____ , i________ , s_________ , g_________

4. SOCIAL MEDIA IS NOT______
• Public Relations is not advertising
• Public Relations is not fund-raising
• Public Relations is not easy
Public Relations is...

5. SOCIAL MEDIA IS NOT______
• Public Relations is not advertising
• Public Relations is not fund-raising
• Public Relations is not easy
Public Relations is...
“Public relations (PR) is the practice of managing
the flow of information between an organization
1
and its publics.”

6. PUBLIC RELATIONS IS _____
“Public relations gains an organization or individual
exposure to their audiences using topics of public
interest and news items that do not require direct
payment.” 1
“PR can be used to build rapport with employees,
customers, investors, voters, or the general public.
Almost any organization that has a stake in how it is
portrayed in the public arena employs some
1
level of public relations.”

7. PR VS. ADVERTISING
2 2
Advertising Public Relations
• Expensive • Cost-Effective
• “Do Not Disturb” • “Let’s Chat”
• Credibility Issues • Inherent Credibility

8. PR VS. ADVERTISING
Advertising Public Relations
• Products & Services • People & Relationships
• Consumerism • Understanding
• Necessary • Necessary

9. PR YESTERDAY
1. Public Relations Team creates Press Release
2. Sent to newspaper, radio, and TV news teams
3. Your “article” makes the news...or maybe not!

10. PR TODAY
1. Public Relations Team creates Press Release
2. Sent to newspaper, radio, and TV news teams
3. Your “article” makes the news...or maybe not!
4. With Social Media, “The New Media,” we can
send our message to the public ourselves. And
delivery is guaranteed. Results can be mixed.

11. TYLENOL
In the early 1980s, someone took Tylenol off the
shelf at a store, tainted it with cyanide, and the result
was a few deaths in the Chicago area.
Before the disastrous cyanide poisoning, Tylenol held
around 90% market share of pain reliever pills. After
initial media covergae, it held 7%. It withdrew ALL
Tylenol at a cost of millions to the company.

12. TYLENOL
By removing Tylenol from all shelves, Tylenol showed
it cared for people first and profits a distant second.
Tylenol quickly developed a Triple Seal packaging
system for its pills, the first of its kind: Glued box
top, Shrink-wrapped bottle neck, and vacuum sealed
foil seal. Tylenol was the first to adhere to the FDA’s
new packaging requirements.

13. TYLENOL
Tylenol set up a 1-800 hotline for people to call if
they suspected or feared tampering. Tylenol held
constant press conferences for the media, revealing
status of the situation.
These efforts led to Tylenol spokespeople appearing
on 60 Minutes where they could then detail their
efforts to make consumers confident in Tylenol.

14. TYLENOL
In short, by the end of the ordeal Tylenol took a
disaster and used it to re-introduce itself as an
industry leader in product/consumer safety.
They were honest upfront, took unprecedented
steps at great personal expense to themselves, and
leveraged the spotlight for re-positioning of itself.

15. BEING PROACTIVE
It is obviously better to be proactive instead of
reactive when it comes to a company’s image in the
public eye.
The Bivins Foundation and its many Foundational
organizations has a chance to use Social Media in
ways that help us tell the Bivins story in a relational
way, engaging the public with compelling news.

16. NOTES

17. SOURCES
1. http://goo.gl/rLgnO
2. http://goo.gl/4i11h