This document provides guidance on effectively using social media for public relations purposes while avoiding potential legal issues. It begins with an overview of how journalists use social media and the implications for PR professionals. Examples are given of situations that went wrong due to social media use. The presentation emphasizes behaving as if anything written could be published and to carefully consider word choices. It provides tips for blog moderation, using copyrighted materials, and pitching stories to journalists via social media.

1. Avoiding Social Media
Landmines:
Get the RIGHT Bang
for your buck
Joel Campbell
and
Susan Balcom Walton
Brigham Young University

2. How to use the
clickers…

We will give a series of fascinating and
relevant “Social Media Landmine” quiz
questions.

When we say “start,” press the button
corresponding to the answer you think is
correct.

We’ll review the answers.

3. Let’s practice! How
many of you…
a.
b.
c.
d.
e.
Publish blogs.
Tweet.
Participate in or moderate message
boards.
Maintain or contribute to a web site.
More than one of the above.

4. Then this presentation is
for you!

5. First, a disclaimer…
The information appearing in this
presentation is for general
informational and educational
purposes only and is not intended to
provide legal advice to any individual
or entity. We urge you to consult with
your own legal advisor before taking
any action based on information
appearing in this presentation.

6. When it all heads south—getting
the wrong bang for your buck

A few cautionary tales
– Red Cross Example

7. When it all heads south—getting
the wrong bang for your buck
Utah attorney general announces
execution via Twitter

8. When it all heads south—getting the
When wrong bang for your buck
Kenneth Cole trying to capitalize on Egypt uprising
using #Cairo hashtag

9. How journalists use
Twitter and Facebook

What every public relations person
needs to know when “Going Social”

10. How journalists use
Twitter and Facebook

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
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Follow officials
Follow companies
Use for background on stories
Use to make connections with sources
Many have professional accounts
versus private accounts
Most consider social media fair game
for quotes without permission.

11. How journalists use
Twitter and Facebook




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Build a personal brand
Invite sources to speak about story
Create buzz about a story they are
covering
Real time coverage of events through
Twitter
Creating networks among sources

12. How PR people think Twitter and
Facebook should be used

There is a dichotomy..And the
implications for PR people

(Joel: I have interviews on this set up
with two Pr people for Friday)

13. 
Finding sources:

14. Establishing relationships with
journalists through social
media

15. Social media creates
new access to
journalists

New points of access

News journalists (such as bloggers)

16. The mic is always on
Good manners, good sense and some
good things to avoid…

17. What’s a PR professional to
do?

Control your emotions! Counsel your
clients/managers to do the same.

Choose words carefully.

Be accurate and truthful—truth is your best
defense.

Stick to the facts as often as possible—if it’s
your opinion, say so.

18. The top “hot water”
tips…
 Remember the “in print or in court”
principle.
 Blogs, Tweets and Facebook entries are
considered published material.
 The 24-hour rule.
 Just because it’s on the Internet doesn’t
mean you can use it.

19. The bottom line

Behave as if what you write or say can
be published at any time, because it
can be.

The mic is always on.

20. 
Planning—what journalists have told
us they want and need

Preparation PLUS authenticity

Controlling emotional responses

21. The “24-Hour Rule”…strategies
to avoid saying something you’ll
regret later
•
Physically leave the computer area.
•
Before sending, call someone you trust and talk it
through with them.
•
Save the draft (or send it to yourself).
Reread the next day.
•
Ask yourself: Would you say this face to face?
Would you be comfortable seeing it in print or in
court?

22. Pop Quiz: Online libel
Am I protected from libel if someone
posts something defamatory on my
Web site?
a. There is no protection.
b. There is limited protection if I edit the
libel
c. There is protection if I don’t edit the
content of posts.


23. But what if other people
say it on my site?

Remain calm (see the 24-hour rule).

Have a blog moderation policy.

ISPs (but not those who post)
protected by Section 230 of the 1996
Communications Decency Act.

24. Blog moderation policies
The best blog disclaimers are—
 clear,
 noticed,
 read, and
 reflect what’s actually occurring on the blog.
(From “Balance in the Blogosphere,” November 2008
Tactics, used with permission of PRSA.)
Use
other peoples’ comments or not—but
don’t change or edit them.

25. Pop quiz: Copyright
Which of the following could use
without violating copyright?
a. A photo from any public website
b. A photo from any news website
c. A photo with Creative Commons
license
d. A photo you have purchased


26. Can you use copyrighted
materials?
Answer: It depends.
How much can you use?
Answer: It depends.
A general rule of thumb is that there is
no rule of thumb!

27. What kinds of works
does copyright apply to?

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
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Plays
Movies
Music
Mime
Books
Poetry
Etc.

28. Caution! Copyright Caveats
In promotional materials, you should
have permission/license to…



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Use photos, videos, etc., that clearly identify people.
Use quotes, testimonials, third-party statements
(implied endorsement).
Use music.
Link to sites (not a legal requirement, but an ethical
protocol).
Feature other identified brands and trademarks.

30. Using Social Media to
Pitch Stories

Susan will interview some PR folks

31. The top “hot water”
tips…
 Remember the “in print or in court”
principle.
 Blogs, Tweets and Facebook entries are
considered published material.
 The 24-hour rule.
 Just because it’s on the Internet doesn’t
mean you can use it.

32. You’re on your way!

Good luck and “stay classy, and stay
compliant”!

33. Joel—what else do we
need to add?