Social media has changed the public relations ecosystem by shifting communication from a top-down to a many-to-many model. While the press release was effective for over 200 years, the majority of people no longer rely on traditional news outlets and prefer real-time, concise content shared through various social media formats. As a result, public relations professionals must adopt new strategies like social media releases that leverage two-way communication and engage audiences directly through platforms like Twitter and Facebook.

1. How Social Media is Changing the Public Relations Ecosystem PR Evolved

2. For nearly 200 years, the PR process was simple: Manage the flow of information between an organization and its publics.

9. “ Building and managing relationships with those who influence an organization or individual's important audiences has a central role in doing public relations.” David Phillips (2006) Towards relationship management: Public relations at the core of organizational development, Journal of Communication Management, Emerald Group Publishing Limited

11. Case in Point.

12. Case in Point.

13. “ Several companies said it's too soon to tell the exact effect social media marketing has on their balance sheet. But one small kayakmaker in Sparta, Tenn., said sales of a new model jumped after the company used a Web-based social media release.”

14. “ Several companies said it's too soon to tell the exact effect social media marketing has on their balance sheet. But one small kayakmaker in Sparta, Tenn., said sales of a new model jumped after the company used a Web-based social media release.” “ In January, Jackson Kayak began marketing an expensive $1,600 two-person model and had hoped to sell 350 by the end of the year. So far, the company has sold 217.” “ The company used a Web application made by PitchEngine …”

15. “ Several companies said it's too soon to tell the exact effect social media marketing has on their balance sheet. But one small kayakmaker in Sparta, Tenn., said sales of a new model jumped after the company used a Web-based social media release.” “ In January, Jackson Kayak began marketing an expensive $1,600 two-person model and had hoped to sell 350 by the end of the year. So far, the company has sold 217.” “ The company used a Web application made by PitchEngine …” “ Company spokeswoman Lee Hart said the release has been viewed about 7,000 times, which is a big number for them, especially because it reached the core audience - whitewater kayak enthusiasts.” - Benny Evangelista, SF Chronicle

16. TRUE or FALSE?

17. The Press Release has worked for 200+ years.

18. The Press Release has worked for 200+ years. TRUE

19. The Press Release has worked for 200+ years. TRUE A majority of people love to read Press Releases.

20. The Press Release has worked for 200+ years. TRUE A majority of people love to read Press Releases. FALSE

21. The Press Release has worked for 200+ years. TRUE A majority of people love to read Press Releases. FALSE The Press Release is dead.

22. The Press Release has worked for 200+ years. TRUE A majority of people love to read Press Releases. FALSE The Press Release is dead. ALMOST

23. In the end, PR is still the same.

24. But the ecosystem has changed.

25. And so has the technology.

26. What comes after the Press Release? Some say it’s the Social Media Release (SMR).

27. Is this a Social Media Release?

28. NO . You cannot make a Press Release into an SMR. The content, format and delivery must all be taken into account when building an SMR. AP-style Word docs don’t translate into the concise, quick-read, rapid-share way of the social web. You also must support content with genuine engagement.

29. Social in, social out.

31. PING ME. [email_address] twitter: @pitchengine or just wave me down.