Social Media in Public
Relations
By, Team Pheonix

Solis Social Media PR
 PR formula centers on ART to impact outcomes, behaviors, and actions.
 Actions
 Reactions
 Transaction
 PR’s objective is to influence the C-suite referring to top senior level
executives at a corporation who makes key decisions and have power to spend
money. EX. chief executive offers (CEO), chief operating officers (COO), chief
information officers (CIO), and chief digital officers (CDO)
 https://youtu.be/pMS5Iu0psDY

PR Management
 Clients want a return on their investments (ROI), simply including social
media in a campaign is not enough anymore, it’s become an eCommerce
environment where companies try to:
 Increase website traffic
 Generate sales leads
 Increase conversations and online purchases
 Reduce company expenses
 Improve customer relations and awareness

Social Media Metrics

Google Analytics

PR Management
 Key Performance Indicators (KPI’s) focus on continuous monitoring of social
media and sales activity data
 Friends are most influential
 It’s important to measure influence on social media, many people use KLOUT
algorithm to track broad engagement across a large number of social media
platforms
 Owned Media – company owned media such as website and apps
 Hybrid Media – new media that incorporates old media rules; emerged from
blogging Facebook, Twitter, and Youtube empowered individuals to act as
media producers. Smartphones and tablets crated the need for apps, and new
platforms.

5 Content Archetypes
 Curated Content: managed by brands determining “highest value to
customers”
 Co-created Content: co-produced either peer to peer or brand to participant
 Original Content: exclusive brand messages
 Consumer-generated Content: happens without brand’s involvement
 Sponsored Content: “paid promotion”
 Promoted Posts: appear on Facebook and are similar to a paid search

Social Capital, Conflict, and
Collaboration
 Social Capital – refers to the ability of individuals
organizations to benefit from communication
behavior
 Individual and organizational social capital may:
 Have value in economic terms
 Other benefits for professional development
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Social Capital, Conflict and
Collaboration (Continued)
 Social capital is a way to understand intangibles important within communities:
 Trust – information, knowledge, skills
 Shared norms and values – understanding of others
 Shared resources and knowledge – wider access to resources and knowledge
 Reciprocity – likely that others in network will reciprocate and give to
relationship
 Resilience within relationships – strong networks are resilient when facing
challenges
 Co-ordination and co-operation – for the achievement of common goals
 Social networking and media used to cultivate social capital should generate
opportunities to collaborate beyond typical boundaries

Social Media Tactics
 Historically, PR people relied on the simple press release or news release
 In the digital era; every release of information should be designed for online
consumption by news media and general public
 In the world of social media, PR people are in search of ‘traction’
 To break through the clutter online they must use SEO keywords and structure
them to move to the top of Google searches
 “Buzz” techniques = rich media content such as:
 Photographs
 Audio
 Video
 Info Graphics
 Links

Social Media Tactics (Continued)
 PR professional must be strategic by offering timely information
 Real time PR professions often work from “war rooms” – ready to respond
 Social media often blurs the lines between PR, advertising, and marketing
 PR – emphasizes brand awareness, influence or positive sentiment
 Marketing – seeks conversation from interaction to sales

Social Media Tactics (Continued)
 9 most important platforms:
 Twitter
 Facebook
 Google+
 Instagram
 LinkedIn
 Tumblr
 Pintrest
 Vine
 Snapchat

PR Newsrooms and Message Targeting
 Edelman PR developed its Creative Newsroom to address the need for: real
time social media monitoring, response, and strategy
 Focuses on client media storytelling for engaging audiences
 Real time social media is transforming marketing and public relations
 Traditional media – television, radio, newspaper, magazines, are beginning to
blend with real time PR and marketing content

PR Newsrooms and Message Targeting
(Continued)
 Integration of digital requires PR newsrooms to keep brand names alive on
trending charts
 Public relations newsrooms should encourage participation by:
 Being at the center of a PR office
 Monitoring traditional and social media
 Developing a mindset of constantly generating ideas for clients
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PR Blogging and Case Studies
 PR blogging is a new way in which brands are voiced throughout social media
platforms
 Some bloggers are paid by companies, but many are independent and unpaid
 Through the use of social media, PR professionals find ways to be creative and
gain brand interest
 Social media is positive for brand recognition, customer loyalty and sales

PR Blogging and Case Studies
(Continued)
 PR uses social media to:
 Reward loyal customers
 Cover press conferences
 Use hashtags to connect new brands to potential customers

Corporate Social Responsibility (CSR)
 The effect businesses have on social and environmental conditions. CSR is
seen as a way to develop legal, ethical and global practices within large
corporations.
 Self-Regulation for companies to showcase social responsibility.
 “Positive CSR can result in increase brand loyalty in consumer who value
socially responsible products and company behavior.”

Corporate Social Responsibility (CSR)
(Continued)
 Non-Profits:
 They gain the most from the social media communication PR shift. They benefit
through earned media because they lack funds for paid media.
 Through social media, non-profits generate more awareness in social friends and
fans.
 Successes:
 The CEO is the major force in creating PR success. If the CEO is using social media,
he or she have a greater influence. They offer more credibility to the brand,
product or organization
 Failures:
 The improper use of social media can result in the PR failure. Distributing a
message without filtering, fact checking, or strategically planning can cause
backlash and damage a brand or company