The document discusses how PR must evolve to keep up with changes in the media environment and information gathering processes. Social media has changed the way PR is practiced by complementing traditional tactics like media databases with digital tools like social media profiles, video, and online engagement. The rise of blogs, forums, and user-generated content means audiences interact and participate online more. PR professionals must use tools like Twitter, Facebook, and YouTube to listen to conversations and engage with customers, media and influencers in online communities. They must adapt the traditional PR formula of listen, engage, and create advocacy for the new media landscape.

1. The Evolution of PR
Melissa Hourigan - Digital Idea Media - @melissahourigan

2. PR and the New Influencers
 PR must evolve to remain relevant
 Social Media does not replace PR; it does
change the way we practice

3. What’s in your toolkit?
 Before – media database, a perfect pitch,
spokesperson availability and a AP style guide
 Today – a digital and video camera,
accessibility on social sites, engagement,
presence and previous list

4. Media Environment is Changing
 Publication page counts are shrinking
 Audiences are interacting/participating in blogs, forums
and virtual events
 End users/companies are posting photos and sharing
audio and video files
 Traditional media outlets are creating communities
where end-users can post content (e.g., AP and USA
Today)

5. Process for Gathering Information is Changing…
Among those individuals who use the Internet regularly:

 73 percent have read a blog
 57 percent have joined a social network
 55 percent have uploaded one or more photos
 83 percent have watched video clips online
 39 percent subscribe to an RSS feed
Customers, partners, competitors and media already use social media:

 Who is talking to them online if your client is not?
 Communities already exist
 Instant analytics
 Communities drive traffic. Communities drive brands.
The new tools for communication:

Social bookmarking, microblogging, networks and content communities.

Twitter, RSS, Facebook, Flickr, Del.icio.us, YouTube, LinkedIn, Digg

4 - 5 million users are on Twitter today

The desire to be part of a group that shares, cooperates, educates and acts
in concert is a basic human instinct.
NYU professor/ Internet researcher Clay Shirkey

6. PR Formula…
LISTEN ENGAGE CREATE ADVOCACY

7. Be the Advisor: PR and Social Media
Identify the appropriate mix

Understand and convey the commitment

Identify the communities

Highlight the relevant conversations

Discuss guidance vs. representation

(authenticity/transparency)

8. Social Networking
IS Not IS
 Technology Relationships

 Facebook and Twitter Engagement

 Advertising Observation

 Selling Sharing

 Bots 1 to 1 & 1 to many


9. Customer Engagement: It’s Real…
Link

10. Objections, Replies and Concessions
I suffer from information overload already.

So much of what's discussed online is meaningless.

I don't have the time to contribute and moderate.

Our customers don't use this stuff, the learning curve limits its usefulness to

geeks.
Bloggers are so fickle, better to stay unengaged than risk random brand

damage.
Traditional media and audiences are still bigger, we'll do new stuff when they

do.
Upper management won't support it/dedicate resources for it.

These startups can't offer meaningful security, they may not even be around

in a year.
There are so many tools that are similar, I can't tell where to invest my time.

That stuff's fine for sexy brands, but we sell [insert boring B2B brand].

Source: ReadWriteWeb

11. Who has Embraced PR with a Social Twist?
Zappos

DELL

Wine Library ($3Million a year)

H&R Block

Southwest Airlines


12. Today’s PR
• Media Relations
• Analyst Relations
• Awards
• Speaking
• News Flow
• Community Monitoring
• Blog Management
• Blogger Relations
• Podcasts/Video Blogs
• SEO

13. Example of Integrated PR

14. Before you jump in…
Listen, engage, take action, contribute, acknowledge

Rinse and repeat

Not all mediums will work for everyone

Not everyone is a blogger, online socialite or has the voice for podcasting

Evaluate your brand first

Start with Google to identify top results


15. How to get started?

16. Listen

17. Build Profiles

18. Leverage Twitter for PR

19. Getting Your Way Around on Twitter

20. Twitter Do’s and Don’ts

21. Learn from others
mistakes…

22. Motrin

24. To Tweet or Not to Tweet

25. Set Guidelines
Social media is not without risk
Establish rules

Identify owners

Assign responsibility

Define a process

Consider social media with crisis planning


26. Who Should You Follow?
@Briansolis

@PRsarahevans

@guykawasaki

@denverprblog


27. Questions?