The document discusses the impact of social media on public relations. It outlines how public relations involves marketing, advertising, customer service, press relations and crisis management. It then explains how social media platforms like blogs, social networking sites and content communities have allowed organizations and stakeholders to create and share content. Finally, it explores how social media can be used in public relations for promotion, sharing information, listening to feedback, responding to customers and providing content while also discussing some best practices and challenges organizations face.

1. The Impact of Social Media
on Public Relations

2. Public Relations
• Marketing and Advertising
• Customer Service
• Press Relations
• Crisis Management
• Any Organization-Stakeholder
Communication

3. Social Media
• Collaborative Projects (i.e., Wikipedia)
• Content Communities (i.e., YouTube)
• Virtual Game and Social Worlds (i.e., Second
Life)
• Blogs
• Social Networking Sites (i.e., Facebook)
Content is created and distributed by organizations AND
stakeholders.

4. Communication Theories
Mass
Communication:
Advertising and
Marketing
Interpersonal
Communication:
Customer
Service
Public Rhetoric:
Press Relations
and Crisis
Communication

5. Social Media in Public Relations
• Promotes products and services (push).
• Shares information for consumption by press
and stakeholders (push).
• Listens to stakeholder input and monitors
interaction to optimize content (pull).
• Responds to stakeholder questions/complaints
(push/pull).
• Provides content that can be shared, consumed,
and interacted with independently (no control).

6. Ship My Pants

7. What About You?

8. Doing It Right:
Southwest Airlines Facebook Page

9. Customer Service

10. Promotion and Crisis Management

11. Doing It Wrong:
Cheerios Facebook Page

12. No Customer Service

13. Are They Listening?

14. People Don’t Think So

15. Good Content, Hijacked

16. Best and Worst Practices
To be continued…