1. THINK Public Relations
Wilcox/Cameron/Reber/Shin

2. Ch 12: The Internet and Social Media

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

4. 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.

5. 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

6. Interactivity
“Pull” concept
“Push” concept

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

8. 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

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

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

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

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

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

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

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

16. 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.

17. Facebook by the Numbers (2011)

18. 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

19. 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.

20. 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

21. 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