Micro-Scholarship, What it is, How can it help me.pdf
Chapter 4
1. Social Media in
Public Relations
(Chapter 4)
by Fantastic Five (Group 3)
Yaquelin Garcia, Bre’yanie Pearson, Caela Stewart,
Khavir Hussain, and Nikki Chewning
https://www.youtube.com/watch?v=oCUP60qJ1Tk
2. Social Media in Public Relations
Solis’ social media PR formula focuses on ART (actions, reactions and transactions.)
Impact affects behaviors and actions.
Growth from media relations to “shareable online content”
Interest in influencing the C-suite. (CEO,COO,CIO,CDO)
PR seeks to influence the influencers who make key decisions.
3. Public Relations Management
Clients want a return on investment (ROI) for dollars spent on advertising, public relations and marketing
efforts.
eCommerce environment allows businesses to link social media efforts to results that go beyond
facebook likes and shares.
Key performance indicators (KPIs) focus on monitoring social media and sales activity data.
“Social business”- wanting social media to be connected to their larger goals and strategies for
maintaining and growing business.
4. Public Relations Management
Using social media can assist with ongoing branding activities , which are crucial to developing,
maintaining and generating customer brand loyalty.
Klout is useful for tracking broad engagement across a large number of social media platforms.
The development of the internet and web in the 1990s led companies and individuals to create websites.
Owned media VS. Hybrid media
Era of convergence of PR with advertising and marketing.
5. Five Content Archetypes
1. Curated content is managed by brands determining “highest value to
consumers.”
2. Co-created content “is co-produced either peer to peer or brand to
participant.”
3. Original content is exclusive brand messages.
4. Consumer-generated content happens “without the brand's involvement.”
5. Sponsored content is “paid” promotion.
6. Public Relations Management
A brand may purchase promoted posts on Facebook
Paid Search
Social media triggered a shift in resources toward communicating directly with potential and existing
customers through the use of online content.
Valued content was created to raise awareness, inform consumers, strengthen brand loyalty, build trust
and manage reputation.
what started as text based information quickly shifted to rich media campaigns complete with
photographs, info-graphics, memes, viral videos, new media channels.
7. Pr History and tactics
There have been various tactics used throughout the history of public relations
Public Relation experts have been using Social Media way before the creation of
Social Media
Commercials, Going on tour, Advertisements in newspapers, going Door to Door
The Toni Twins for example went on a 75 city tour selling hair care products
8. Pr history and Tactics
Traveling from city to city originated with the church
The PR industry picked that up and ran with it
Dan Edleman was an originator and genius behind a lot of the pr tactics that we
are so used to today
The invention of the television was also a great way to advertise
Various tactics have allowed for many PR firms to work with a companies budget
9. PR Theories
press agentry (one way communication; often media relations and sometimes of the spin/propaganda variety; non-
consultative)
public information (one way communication; generally pretty ethical but normally from the perspective of the organisation
only, so it can be one-dimensional; non-consultative)
two-way asymmetrical (stakeholder views are sought; communication is adapted to potentially change stakeholder
behaviours; the organisation does not change its views or behaviour; very much in the mould of modern marketing)
two-way symmetrical (as per one-way symmetrical, except the organisation does change its views and/or behaviour
to meet its stakeholders ‘half-way’ [or thereabouts, at least]; characterised by negotiation and compromise, education).
10. Credibility
One must be credible in order to influence a change of attitude or behavior.
Credibility is often related to:
- believability - trustworthiness
- leadership - expertise
- warmth - attractiveness
- salience - skills
- accuracy - sincerity
11. Social Capital
Idea within social sciences related to social interactions, trust, shared value, and
social media use. (Lin & Lu, 2011)
Refers to ability of individuals and organizations to benefit from communication
behavior.
In social media, it means becoming a strong consistent member of the online
community. (Solomon, 2013)
12. Social Capital (Taylor, 2013)
Understand intangibles that are important within prospering communities.
Important benefits include:
- Trust
- Shared norms & values
- Shared resources & knowledge
- Reciprocity
- Resilience within relationships
13. Social Capital cont.
Social networking and media use should generate opportunities to collaborate
beyond organizational boundaries.
In PR, there are a number of opportunities within communities to utilize virtual
collaboration through social media.
14. Social Media Tactics
All information should be designed for online consumption.
Use of keywords to be on top of Google search list.
Need to share rich media content (photos, audios, videos).
Timely information must have engaging content and a sense of media
storytelling.
15. Social Media Tactics cont.
Social media blurs difference between PR, Advertising, and Marketing.
PR emphasizes brand awareness or influence.
Marketing seeks conversion from interaction to sales.
Marketers jab, PR professionals look for new ways to engage in relevant and
timely exchanges.
16. PR Newsroom and Message
TargetingEdelman’s PR Newsroom:
Edelman PR developed this idea of a Creative Newsroom to provide real-time
social media monitoring
Provided clients with a platform for storytelling for engaging audiences
Created Partnerships with clients to produce relevant content and real-time
creative assessments
Edelman’s primary focus was on 6 client partnerships, 5 with U.S newsrooms
and 1 with the UK
Edelman’s newsroom “trend spotters” identified trends and events
17. PR Newsroom and Message
TargetingGolin Harris Newsroom:
real-time social media is transforming marketing & public relations
Harris created the “two bridges”
a plan 2 years before edelman, that created a holistic engagement network to
offer businesses a front row seat to important broadcast and conversations
connected to their industry
its idea was to provide constant monitoring for clients and offers rapid social
media audience response
18. Media
Traditional Media is now blending in with real-time PR and marketing content
Television, Newspapers, Radio, and Magazines are some outlets changing to name a few
Vines, Snapchat, flashy graphics, and memes are creating competition for these companies new
revenue
The integration of new digital social media requires PR newsroom to “keep their brand” names alive
This means keep things trending on Twitter, shared on Facebook, or reposted on Instagram
Edelman’s PR leaned towrads “Earned Media” to urge their clients to create their own newsroom
Harris head of The Bridges however, encouraged PR newsrooms should participate by doing 3
things: 1. being number 1 at the center of the PR office 2. monitoring traditional and social
media and 3. develop a mindset that is constantly generating new ideas for their clients
Employees are seen as stakeholders with a voice inside and outside the company
19. Blogging/Sharing
Public Relations blogging has been used to give individual people as well as
company people a voice
Many bloggers are social media influencers and many are unpaid
Many bloggers seek to build a brand and gain an audience
Some companies will pay bloggers or send them merchandise to use and help
promote their products
20. Message Targeting
Social Media has become PR’s main tool to offer creative ideas and generate new brands interest
They can reward loyal customers by making personalized media release announcements
Companies also use social media to cover press conferences, they show released announcements, and
they create new social media lingo like “hashtags” which attract that audience and then gains a
following
For ex. during NBC’s live “Sound of Music” broadcast with Carrie Underwood the pizza brand DiGiorno
tweeted “#TheSoundofMusicLive can’t believe pizza isn’t one of her favorite things and capitalized
on their highest TV ratings
It’s the connection between PR events and social media that produce numerous positive outcomes
They are truly becoming one in the same within this new digital age
21. terms
Real-time Social Media – PR’s immediate response to conversation monitoring of social media;
matter of minutes, relatively short time.
News Rooms – broadcasting organization in which the news is processed
Trending - prevailing tendency
Earned Media - PR professionals work to receive positive attention for their Client through content
that is not paid advertising
22. corporate social responsibility
- There recently has been a renewed interest for companies to start looking beyond sales and profits.
- CSR asks companies to consider the effects that their business will have on social and
environmental conditions.
- CSR can be seen as a way to develop legal, ethical, and global best practices within a large
corporation.
23. corporate social responsibility
- Social media allows consumers to show immediate feedback being positive or negative.
- If someone is having problems with a business, social media allows them to engage with others that
are having similar problems.
- Social media posts where consumers voice dissatisfaction force the company to respond and peaks
their interest in CSR.
25. non-profits
- Since non-profits have low or virtually no media budget, they have the most to
gain from social media communication
- Social media platforms are free to use and can help them drive traffic to
fundraising campaigns.
26. successes, failures, and lessons
- CEOs play important roles in successful social media PR.
- When the CEO uses social media it increases perceptions of credibility for
that company.
- People must always filter their thoughts before publishing them out in social
media, whether it be their own personal account, or the company’s.
- The online site Mental Floss reported 16 cases where people were fired
because of an inappropriate tweet.
