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The New PR Maria Fernandez. Social Media Open Conversations & Dialogue Relationship Development Multiple voices Getting the message to stakeholders Social.

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Presentation on theme: "The New PR Maria Fernandez. Social Media Open Conversations & Dialogue Relationship Development Multiple voices Getting the message to stakeholders Social."— Presentation transcript:

1 The New PR Maria Fernandez

2 Social Media Open Conversations & Dialogue Relationship Development Multiple voices Getting the message to stakeholders Social media press release Video news release Internet Social networking communities / influencers

3

4  PR 2.0 is the convergence of Public Relations and the Internet with potential to change how communications professionals reach customers and online communities with social media strategies.  No longer will the PR professional have to speak through an influencer (i.e., the media). We can move forward with a direct to consumer approach through social media tools.PR 2.0 breaks the traditional mold and allows communications professionals to think, react and promote in a whole new way.  Today’s audiences are citizen journalists in social communities that are connected across the Internet. http://www.youtube.com/watch?v=kQtmidEnaBE

5 What is the purpose of social media in PR? Establishing online identity Conducting Research – qualitative and quantitative Launching event & creating awareness of an issue Engaging with customers in dialogue Creating new online partnerships Communications with External & Internal Audiences Crisis Communications & Crisis Management Reputation Management (Corporate and Individual)

6 IntranetCase study CCreating a crisis team representing PR, human resources, finance, legal, operations. PPress statement WWritten remarks PPlanned, promoted a memorial service GGrief counseling and intentions for future relief. PPharmaceutical Services Inc. WEST EExplosion ripped through its kinston, NC factory leaving death and injury in its wake. AA 500 million public corporation DDate: SSchwartz communications helped WEST

7 Case Study  Tourist campaign  Newsletter to marketers  Bought search terms on search engines  Twitter, Facebook, You tube, Flick stream.  Community relations donations  BP spill Location: Golf of Mexico.  Date:

8  a new format of writing press releases that incorporates web-based tools for people to share and discuss the information of the release with one another. webprpro.com/prglossary

9 Traditional wayCustomer Service 2.0  Phone calls for reviews  Filling of forms in stores  Mailing list  Approach by demographics  Invitation to events  Internal blogs  Social networks  Online communities  Technical Support  Order Tracking  Webmail  E-Billing  comprehensive FAQ page.  Online reviews

10 Why is it important to understand social media from a PR perspective? Being aware of the latest technologies to implement our communication messages and campaign strategies Know how people are getting their information and stories and effectively communicate and share meaning with audiences To build networks with fellow PR professionals you never know who you are going to meet Understanding the key online influencers and opinion leaders A way to understand our target audiences and how to best communicate with them A tool to use to manage online reputation for our client as well as ourselves

11  http://www.instituteforpr.org/research_single/examining_the_increa sing_impact_of_social_media_on_public_relations_practic/ http://www.instituteforpr.org/research_single/examining_the_increa sing_impact_of_social_media_on_public_relations_practic/  http://overtonecomm.blogspot.com/2006/12/5-social-media- trends-that-will-impact.htmlhttp://overtonecomm.blogspot.com/2006/12/5-social-media- trends-that-will-impact.html  http://www.prsa.org/Conferences/DigitalImpact/http://www.prsa.org/Conferences/DigitalImpact/  http://managementhelp.org/pblc_rel/pblc_rel.htm http://managementhelp.org/pblc_rel/pblc_rel.htm  http://www.socialmediatoday.com/SMC/200945 http://www.socialmediatoday.com/SMC/200945  http://www.youtube.com/watch?v=kQtmidEnaBE http://www.youtube.com/watch?v=kQtmidEnaBE  http://www.deirdrebreakenridge.com/2009/02/new-pr-20- measurement-part-i/ http://www.deirdrebreakenridge.com/2009/02/new-pr-20- measurement-part-i/  http://www.briansolis.com/2009/04/conversation-index/ http://www.briansolis.com/2009/04/conversation-index/

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