Winning PR in
the Wired
World

In The Nike Living Room Cup, it's You
Versus the World's Best Athletes

The Scale
and Scope
of Social
Media
What is Social Media?
From social network use and social news
to social information sourcing…
What makes social media different are the
software applications that have built
communities and networks.
The increase in digital activity has
increased a marketer’s ability to collect
consumer data.

Penicillin for
the Soul :
The Best
Publicity
Story Ever
Told

Marketing,
Advertising and
Public Relations
What is the
difference?

As advertising innovator Howard
Gossage said, “Nobody reads ads.
People read what interests them.
Sometimes it’s an ad.” And
sometimes it’s a book.

Parisian Love

“Stories Are Fundamental to
Meaning: For Social Creatures
Could It Be Otherwise?”

Telling a Story in Social Media

Freytag’s
Pyramid

Social Media Story Template
Story Elements
PLOT > Act 1
Introduction/Exposition
Act 2
Conflict/Rising
Action
Act 3
Climax/Turning
Point
Act 4
Results/Falling
action
Act 5
Resolve/Release
Tension
Characters
POV: Brand /
Consumer
Setting
Background /
Context
Conflict
Problem /
Solution
Theme
Moral / Lesson

Chipotle
Scarecrow

Integrating
Marketing,
Advertising,
and Public
Relations
with Social
Media
Welcome to convergence culture,
where old and new media collide,
where grassroots and corporate
media intersect, where the power of
the media producer and the power
of the media consumer interact in
unpredictable ways. —Henry
Jenkins

The Real
Convergence
The newspapers and magazines still in business are still in
print, but now they are also online and have added video
and blogs and social network content to their stories.
Some newspapers, like the New York Times or the Wall
Street Journal, have ventured into audio and video
podcasts.
Television shows are now multimedia spectacles as they
scroll tweets across live programming .
People’s phones are used more for messaging, social
media, internet access, search, and apps streaming video
or radio than for calling.

Slow and Steady Wins the Race