Plenary Session Strategic Considerations and Best Practices

THE LIFE OF THE PARTY William E. Sledzik, APR, Fellow PRSA Kent State University

Sledzik’s Theory on the new social media They’re not so new… not in theory!

Grunig & Hunt’s 4 Models of Public Relations Practice (1983)

Press agentry/ publicity model One-way Communication Uses persuasion & manipulation to influence Public Information model One-way communication Uses publicity and other one-way techniques to distribute information. Public relations practitioner operates as "journalist in residence.” Two-way asymmetrical model Two-way unbalanced communication Uses persuasion and manipulation based on research to influence audience and bring about desired behaviors. Research is NOT to learn how it publics feel about the organization, but simply to help position persuasive messages. Two-way symmetrical model Two-way communication Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its public(s). Adapted from

2-way symmetrical model  Research gauges public needs and expectations  Research leads to strategy that adapts organization to publics needs and expectations  Facilitated by ongoing conversations/exchanges with key publics and influencers  Negative feedback and criticism are welcome  Public has more control, management less control Jim Grunig

Pat Jackson Public relations is at its core a philosophy based on the premise that people have a right to participate in decisions that affect their lives.

Let’s compare 2-way symmetrical (1983) vs. Web 2.0 model (1999) The Cluetrain Manifesto

“Cluetrain Manifesto” vs. Pat Jackson  Cluetrain: Markets are conversations. Markets consist of human beings, not demographic sectors.  Jackson: Publics are people, so treat ‘em that way. Talk with them, not at them.

“Cluetrain Manifesto” vs. Pat Jackson  Cluetrain: Companies can now communicate with their markets directly.  Jackson: The mass media tend to filter and distort our messages, and people aren’t listening anyway. Go direct. Get face to face. Talk. Listen.

“Cluetrain Manifesto” vs. Pat Jackson  Cluetrain: Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.  Jackson: Show the public your human side. Drop the facade.

“Cluetrain Manifesto” vs. Pat Jackson  Cluetrain: Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall.  Jackson: Involve public in the decisions that affect their lives. Focus on participation, not persuasion. Connect to people.

Social media “must-reads”

Also of interest

Web 2.0 is 2-way symmetrical PR—only digital  Listen carefully and adapt to meet public needs and expectations.  Expand the discussion beyond management, beginning with employees and close allies.  Welcome criticism and discussion, even when it bruises the organizational ego.  Expand participation in decisionmaking. Empower.  Experiment, experiment, experiment!

It’s not too late for join the conversation. Thing are just getting interesting!

I LIKE SHINY THINGS Dino V. Baskovic Lawrence Technological University / Vincena

Will you crash the web?

The year was 1990…  You couldn’t touch MC Hammer  The web was born  You adopted, advocated, advanced

A “new” web to learn?  So many new tools, so little time  Budgets only go so far  Stakeholders are increasingly fickle

New tools, same rules  Don’t rush to replace  See what works & message accordingly  Augment & measure

It’s the usability, stupid  Widgets can be clunky  Blogs, feeds get unwieldy  Basic UI and design breaks

“Miranda 2.0”  Your web history goes Wayback  Mobile comms make us abbr  Facebook friends can be your enemy  You must always be on-duty

Show off the shiny  Explore the new tools of the trade  Find the right strategic balance  You won’t crash the web, I promise

LET’S SEE THE GOODS Michele E. Ewing, APR Kent State University

NARROW AUDIENCE RESEARCH INTEGRATE RULES OF ONLINE CONVERSATION RESPONSE MECHANISM Best Practices Criteria

Dove’s Real Beauty

English Cut  Blog  BusinessWeek Podcast

Goodwill of Greater Washington  Goodwill Online Store  Blog / /  Virtual Fashion Show  Buzz on the Buzz Bin  Washington Post Story

Vyatta “The versatile open-source application can direct data traffic for a giant corporation as easily as it can manage a home Wi-Fi network… Vyatta’s router will cost about a fifth the price of comparable models from big networking equipment makers such as Cisco Systems.” »- Om Malik, GIGAOM

Vyatta  Vyatta Community  Dear John Campaign  Leveraging Influential Bloggers

LAFD and Red Cross  Red Cross Twitter  LAFD Twitter  Blog Posts  Bookmarking

Whirlpool’s American Family  American Family Podcasts  Reporters, Bloggers and other Podcasters Promote

DONATE LIFE OHIO PRKent Kent State University

Donate Life Ohio  FaceBook  Flash Mob 46ba-938f-e516c397576f 46ba-938f-e516c397576f  Basecamp Wiki  Digital Story  Blog

Be a Hero

© 2008