Ethical dilemmas working with new media channels Philip Young University of Sunderland

Social Media – Why Bother? What is Social Media? Why do we need to think about it? How is the comms model different? How do we act ethically in this new world?

Plus ca change….. Everything Changes Nothing Changes

Key concepts Social media makes PR think about... Reach Transparency Porosity

Brave New World Social media brings New Opportunities New Obligations

What is social software? Weblogs (blogs) Social networks –Facebook, My Space Wikis –Collaborative working Picture sharing + Video sharing –YouTube, Flickr Podcasting –Download Mp3s/ soundfiles

The Old PR

The vector of communication

Things are changing….

What is PR What is PR? Information + Publicity + Promotion Reputation management Relationship management How does Social Media change this?

The Old PR

The vector of communication

The Old PR

The vector of communication

Delivering the New PR Markets are conversations We are seeing the end of ‘command and control’ model of PR

The numbers 42% of households in the EU had broadband in Q (30% in Q2 2006) Over half of European households have internet access, rising from 49% to the current figure of 54%. One European citizen in 10 has created a web page EuroStat Dec 07

Adoption

Digital Natives Digital Immigrants

How Weblogs are changing PR Defining characteristics of a weblog Chronological delivery Speed of updates Promotion of external links Low cost

UK on Social Media 22pc of UK adult internet users (16+) and 49pc of children who use the internet have a profile on a social networking site The average adult social networker has profiles on 1.6 sites Most users check their profile at least every other day

What is the New PR? Two types of conversation The messages that you want to put out …

What is the New PR? Two types of conversation…. The conversation around your product or service… whether you like it or not!

The new content is…. Linked Aggregated Consumer-generated Influenced by experience and peer values Averse to corporate messages

Key concepts Social media makes PR think about... Reach Transparency Porosity

Reach means... No gatekeepers = more responsibility Who are you talking to? Speed of response - don’t be too slow, don’t be too quick Be prepared

The World is Flat Reach means Everything you do is global!!! Social media knows no boundaries You can’t say one thing to one audience, one country, one culture and something different to another…. You can’t control who hears your messages

Transparency Transparency means... Need for authenticity –Real and perceived –End of the hidden hand? –Importance of organisational culture –Death of Spin?

Porosity means... Fewer secrets Cultural change Dialogue and collaboration Need for guidelines

Porosity Porosity means... PR has to rethink notions of employee privacy Social Media is a journalistic source Do you allow Facebook? What is private and what is organisational?

Duty of care It’s a confusing world… so help your colleagues Guidelines are a must Once it’s out there, it’s out there Bloggers aren’t journalists In fact, you don’t know who they are… If in doubt, keep quiet

Rewriting the rules Four rules for Media Relations Plus ca change, plus la meme chose..?

Rules for Effective Media Relations Act as a service to the media: answer questions, return calls before deadline, provide information and context Accept the independence of the media; do not offer payment; do not ask for copy approval

Rules for Effective Media Relations Disclose your interest (ie let the journalist know who you are representing) Be as available to the media when the news is good as when you have good news to tell

What it is not….. Questions? sunderland.ac.uk