As more companies make the shift from traditional communication channels to new online and social mediums, there has been a noticeable increase in interest in public relations and social media activities from small businesses.

1. Yasheaka Oakley
13 October 2012
Master of Arts in Journalism & Mass Communications
– Public Relations, Kent State University

2. Social media is…
Constantly considered a marketing tool,
but is more accurately identified as a PR
tool due to the emphasis on content
development and two-way communication
A continuous conversation that occurs
before, during, and after the transaction
stage

3. Social Media … it’s Everywhere!
New trends in public Emphasis on:
relations and marketing Engagement
New organizational Storytelling
positions Legitimacy
Social Media Managers
Two-way
New research on the
Communication
value of content
Online relationship-
development and
curation building

4. From Traditional to Digital
Companies are shifting The Manta Survey shows
away from traditional that small business owners
communication and are putting an increased
advertising channels emphasis on establishing
Radio and promoting their
Television businesses online
Social Networks
Press Releases
Online Forums
Innovative Websites

6. “While major U.S. companies
can afford across-the-board
PR services & programs,
small business budgets are
small and will remain so.”
- R. Otterbourg

7. Are You Prepared to Respond?

8. Research Shows…
24% of American Internet users who have
contacted a brand on social media expect a
company to respond within 30 minutes, regardless
of when the contact was made
- The Social Habit
74% of small businesses do not have someone on
staff overseeing the company’s social media
presence
- Intuit Websites

9. Handling the Conversation
A survey by Vocus and Duct Tape Marketing
indicates that negative comments are one of the
most challenging aspects small businesses face
when attempting to engage customers using social
media
It’s important to understand that social media
conversations are a delicate, and sometimes
emotional matter that should never be
underestimated

11. Branding
A company’s image or reputation is a very
important asset that directly relates to how
consumers and stakeholders view your
product or services
Your image can influence how closely the
government regulates your actions, the price
of company stock, and even how bankers offer
your company loans or credit

12. Branding (cont.)
“A company whose image has been
threatened can, in theory, use communication
to repair that image” – William Benoit
Build consumer trust in your company’s
reputation so customer experiences and ideas
about the company overpower negative
reviews

13. “Nothing speaks more
powerfully about you
than what other people
say about your brand.”
- Melinda Emerson
@SmallBizLady

14. An Online Community
Create messages that make consumers feel
valued and involved in the company’s
culture
Engaging consumers online, creates
additional opportunities to promote your
company’s values, build goodwill,
recognition, and leads

15. Use consumer behavior and
personal information on
social media to craft
messages that address
consumer needs
- Mike Lewis
Stand Out Social Marketing

17. Before you Jump in…
Clearly identify your niche market
Melinda Emerson suggests researching industry
keywords that consumers use to search for your
topic or product
Set Realistic Objectives
Gini Dietrich suggests that PR professionals
“set social media objectives that integrate with
current marketing, communication, and
business goals”

18. Relationship-Building
Determine whether your online
relationships with be “handled in an
organized manner, or allowed to be
haphazard and inconsistent?” – Samuel
Dyer
Set a schedule for posts, interact with
stakeholders during Twitter hash tag
conversations, use blog comments as
opportunities to engage

19. Get Management Involved
If top management If management is
considers public reluctant to support PR
relations and social and social media with
media activities money or time, then it
necessary, they will be will fail
effective Establish it for a
Participate actively and “whimsical” reason
regularly Assign it a low priority
Commit to a budget Failure to educate or
Create policies train in proper usage

20. Use Social Media Effectively
Dedicate a minimum of
6 hours per week to “Social media is
social media activities influence. The more I
Respond to concerned can get my name out,
customers within a the more followers,
reasonable amount of
time the more people that
Share quality content know me—the more
that consumers will find money I can make.”
useful - Melinda Emerson

21. Connect With Yasheaka Oakley
Twitter: @YOakleyPR
LinkedIn:
http://LinkedIn.com/in/yoakley
Newsletter:
http://eepurl.com/oD_-T

22. References
 Otterbourg, R.K. (1966). “Public  Dietrich, G. (2012). “Small business
relations For smaller companies.” and social media: you have goals,
Public Relations Quarterly. don’t you?” Inkling Media.
 Huang-Horowitz, N.C. (2012)  Lewis, M. (2012) “Social scoring: the
“Conceptualizing a theoretical missing link to social marketing
model for the practice of public ROI.” Slideshare.
relations in the small business  Melinda Emerson (social media
environment.” Public Relations strategist) in discussion with the
Journal. author, October 2012.
 Hansen-Horn, Tricia and Bonita  Baer, J. (2012). “42 percent of
Dostal Neff. Public Relations: From consumers complaining in social
Theory to Practice. media expect 60 minute response
 Berthiaume, D. (2012). time.” Convince and Convert.com.
“Determining social media ROI  Dyer. S. C. (1996). “Public relations
[Infographic].” CMS Wire. strategies for small business
growth.” Public Relations Quarterly.