THINK Public Relations

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Presentation transcript:

THINK Public Relations Wilcox/Cameron/Reber/Shin

Ch 12: The Internet and Social Media

Overview The Internet Leveraging the power of the internet Webcasts, podcasts, and Wikis Social media The rising tide of mobile-enabled content

The Internet The Internet The first medium that allows almost anyone to send messages to a mass audience without the message being filtered by journalists and editors Embrace of the Internet has taken less time than the growth of any other mass medium in history.

Leveraging the Power of the Internet Attractive characteristics of the internet for PR professionals Easy updating of material Interactivity Access to the depth of information An infinite amount of space for information Cost-effective Ability to reach niche markets Information available on a 24/7 basis

Interactivity “Pull” concept “Push” concept

Cost-Effectiveness Calculating ROI on a website can show that a website is well worth the investment and contributes to the bottom line.

Webcasts, Podcasts, and Wikis Webcasting More than 90 percent of public companies use webcasts for everything from news conferences to employee training. Three major advantages of podcasts Cost-effectiveness 24/7 access Portability Wikis Can be used in PR campaigns and employee relations

What Do You Think? Which characteristics define “social media”? How have social media changed the landscape of public relations?

Social Media Social media conversation is not organized, not controlled, and not on message. Blogs Facebook Twitter YouTube

Blogs The first widespread application of social media Blogs have become mainstream sites in terms of both their numbers and their influence.

Corporate or Organizational Blogs Are usually written by an executive and represent the official voice of the organization

Employee Blogs Concerns of liability or the potential for proprietary info to be released Guidelines for employee blogs

Third-Party Blogs Organizations must monitor and respond to the postings on other blog sites.

What Do You Think? What are the potential upsides and downsides for organizations and individuals that blog?

Facebook Facebook is the most popular social networking site. Many organizations tend to establish a presence on these sites. Audience engagement Consumer invovlement Public relations materials need to be low-key and creative for these sites.

Facebook by the Numbers (2011)

Twitter The second most popular social media network Used as a distribution platform for late-breaking news, to refute a viral rumor, or to provide updates on a developing situation Marketing and promotional purposes

YouTube: Video Clips and Controversy YouTube is the premier social networking site for posting and viewing videos. Today’s organizations are involved in posting video clips. Clips should be creative, interesting, and somewhat humorous to get attention from target audiences.

The Rising Tide of Mobile-Enabled Content Texting Apps everywhere Apps have expanded the capabilities of smartphones to tap into information that consumers can use in their daily life. QR codes: Just a scan away Easy access to a variety of websites and apps

Check the review questions found on the course outline Check the review questions found on the course outline. Some may also be added here See Chap. 12