Social Media and Public Relations Eight New Practices for the PR Professional Presented By: Deirdre Breakenridge INTEGRATED PR: EXPANDED.

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Presentation transcript:

Social Media and Public Relations Eight New Practices for the PR Professional Presented By: Deirdre Breakenridge INTEGRATED PR: EXPANDED

The Major Opportunities? New Competencies A More Strategic Approach PR Raises its Profile INTEGRATED PR: EXPANDED

Our World is Constantly Changing

Don’t Separate … Embrace!

Calling the Socially Career Minded

So Many Places to Reach People Your Brand

How Does Social Look on the Inside?

PR + PR 2.0 Creates the Hybrid

Roles and Responsibilities of the Hybrid

What Do You Want To Achieve?

PR Expanded: Eight New Strategic Practices …

PR Expanded: Eight New Strategic Practices

Practice #1: The PR Policymaker /definition/ The PR Policymaker is the professional responsible for spearheading and guiding the social media policy development process.

Policy

The Social Media Policy Begins With the Audit An audit of your social media properties to evaluate the following: Brand guidelines Strategic purpose of each channel Engagement scale: Inform, Inspire, Engage Type of content shared Frequency of sharing Measurement practices Compare findings to competitor audit grids Make recommendations – policy adjustments Turn Data into Actionable Insights and Make Better Decisions

Practice #4: The COMMS Organizer /definition/ The PR pro who knows an old communications process of one-way mass messaging will not allow the company to achieve two-way communications with stakeholders.

Listening Across the Organization Hub and Spoke Models NOTE: PR Is Not Alone A Social Media Intelligence System

1.Use content generated through programs available for departments to share with community members across different social platforms 1.Identify compelling content or social objects that interest a community Content Development is a Two Prong Approach: Existing New SHARE!

Departmental Calendar – Scheduling Content

Universal Sharing System – Scheduling Across Departments

Twitter: Brand & Event News and Updates, Social Causes, Reputation, etc. Facebook: Polls, Surveys, Crowdsourcing, Promotions, Contests, Research, etc. YouTube: Visual and Human Stories, Thought Leadership, Interviews, etc.

Practice #5: Pre-Crisis Doctor /definition/ The Pre-Crisis Doctor is the communications professional who thinks proactively about the possible levels of crisis escalation, long before an issue arises.

The Comment Response Chart Action = Reaction = Action

The Comment Response Chart If Correct Propagate General Co. Q Specific Dept. Q Personal Q Peer Q Levels of Escalation

The Comment Response Chart You can’t read this. It’s just a wake up call!

Levels of Issue / Crisis Escalation

Practice #8: Master of Metrics /definition/ The PR professional tasked with showing more measurement and accountability, delivering the value / outcomes that social media brings to the organization.

Inform Inspire Engage

Quantify and Measure Over Time…

“What Stands Between You and Expanding into New Practices? New Competencies? A More Strategic Approach? PR Raises its Profile? NOTHING … ONLY YOU!

Thank You! Any Questions? Please feel free to contact me. Deirdre Breakenridge: LinkedIn: Facebook: Twitter: Google+: Blog: