Visuals from the opening session featuring Bill Sledzik, Dino Baskovic and Michele Ewing

4. Plenary Session Strategic Considerations and Best Practices

7. Sledzik’s Theory on the new social media They’re not so new… not in theory!

8. Grunig & Hunt’s 4 Models of Public Relations Practice (1983)

9. Adapted from http://iml.jou.ufl.edu/projects/Fall99/Westbrook/models.htm Press agentry/ publicity model One-way Communication Uses persuasion & manipulation to influence Public Information model One-way communication Uses publicity and other one-way techniques to distribute information. Public relations practitioner operates as "journalist in residence.” Two-way asymmetrical model Two-way unbalanced communication Uses persuasion and manipulation based on research to influence audience and bring about desired behaviors. Research is NOT to learn how it publics feel about the organization, but simply to help position persuasive messages. Two-way symmetrical model Two-way communication Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its public(s).

11. Pat Jackson Public relations is at its core a philosophy based on the premise that people have a right to participate in decisions that affect their lives.

17. Social media “must-reads”

18. Also of interest

20. It’s not too late for join the conversation. Thing are just getting interesting!

22. Will you crash the web?

30. Best Practices Criteria CONVERSATION NARROW AUDIENCE RESEARCH INTEGRATE RULES OF ONLINE RESPONSE MECHANISM

31. Dove’s Real Beauty http:// www.campaignforrealbeauty.com/home.asp http:// www.campaignforrealbeauty.com/home.asp

41. © 2008