1. Instructor: Jonathan Lance
SFSU CEL Social Media Marketing Program
Fall 2013
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2. Community Relations (Class Overview)
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History
Current
How to write a news release, news advisory, PSA
Media Relations
Audience Relations
Traditional/Social Media PR Campaign
Stories/Case Studies
We are the media
Social Media Marketing Program
Community Relations Putting the Public Back Into PR
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3. Session 1 Agenda
1. Overview and Class Expectations
2. History and Today
3. News Releases, News Advisories,
Public Service Announcements
4. Media Relations
5. Class Project
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Community Relations Putting the Public Back Into PR
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4. “The biggest problem in communication is the
illusion that is has taken place.”
-- George Bernard Shaw
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5. Introductions
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5.
What is YOUR name?
Where are you from?
What do YOU do?
Are YOU working in PR today?
Are YOU using social media for PR?
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Community Relations Putting the Public Back Into PR
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6. Social media is no longer just a fad.
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7. Edward Bernays
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8. Social Media Marketing Program
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9. One PR Definition
• To encourage people to do something
• To encourage people not to do
something
• To encourage people to let us do
something for them
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Community Relations Putting the Public Back Into PR
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10. Media of Choice
• Paid media
• Earned media
• Owned media
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11. Media of Choice
Paid Media
• Advertising on radio, TV, newspapers,
magazines, social media
• Posting the message exactly the way you
want it – because you’re paying for it
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12. Media of Choice
Earned Media
• Public relations
• You convince someone to post a story
about your product or service
• Third-person endorsement
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13. Media of Choice
Owned Media
• You own the content
• You own the outlets: Google+, Twitter,
Facebook, Blog, YouTube, Instagram, etc
• Your own newsroom
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14. The News Release
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15. Prehistoric Email
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16. The Ultimate Technology!
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17. Social Media Marketing Program
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18. Clipping
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19. Writing Press Releases
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20. How to write a news release
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21. What is a public service announcement?
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22. What is a public service announcement?
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23. What is an advisory?
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24. Communicating with different audiences
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Media (media relations)
Your direct audience
Indirect audience
Investors (investor relations)
Potential clients
Current customers
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Community Relations Putting the Public Back Into PR
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25. News Media Then
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26. Traditional News Media Then
• Plenty reporters, editors, photographers,
producers
• “Maybe will consider your story, but we
have plenty”
• “We NEVER accept photos/videos, written
news articles (news releases), suggested
spokespersons”
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Community Relations Putting the Public Back Into PR
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27. News Media Now
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28. Traditional News Media Now
• Far fewer, reporters, editors,
photographers, producers
• Skeleton crews
• “We can’t send a reporter or
photographer”
• “Send in your photos/videos, written news
articles (news releases), spokespersons”
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29. WWWWWH – Group Activity
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6.
Who?
What?
When?
Where?
Why?
How?
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30. News Release
Example 1
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31. News Release
Example 2
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32. News Release
Example 3
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33. News Release
Example 4
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34. News Release
Example 5
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35. News Release
Example 6
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36. News Release
Example 7
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37. News Release
Example 8
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38. News Release
Example 9
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39. News Release
Example 10
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40. Class Project (in groups)
Choose a non-profit for which you will:
•Present a full PR campaign including
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News release
Public service announcement
Advisory
Social Media Outreach
•Overview of the plan
Your assignment will either be re-introduction of an established
organization, introduction of a new organization or a announcing
special event
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Community Relations Putting the Public Back Into PR
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41. Session 1 Homework
• Post an example of a news release, news
advisory, and public service on our
LinkedIn Group
• You can find these under radio, TV,
business, public agency, and non-profitorganization websites
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42. Social Media Marketing Program
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43. Session 2 Agenda
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Recap of Session 1 Material
Q&A
A Little More About News Releases
AP Writing
News Release Distribution
Email Newsletters
TweetDeck & HootSuite
Class Project
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Community Relations Putting the Public Back Into PR
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44. Associated Press Stylebook
@apstylebook
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45. What to say to a reporter
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“There’s no such thing as off the record”
Don’t be afraid to say “I don’t know.”
Always tell the truth
Control the message
http://www.shannonganun.com/PDFs/Guideline
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46. KTVU 2 News Nightmare
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47. • KTVU’s Frank Somerville’s mea culpa
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48. News Distribution Services
Business Wire
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49. News Distribution Services
PR Newswire
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50. Media List and Monitoring
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51. Media List and Monitoring
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52. Help A Reporter Out (HARO)
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53. Marketing Newsletters
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54. Marketing Newsletters
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55. Session 2 Homework
1. Research Social Media outlets that would
work for your class project
2. Continue on working on your project’s
news release, news advisory, PSA
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56. Managing Your Social Media
TweetDeck
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57. Managing Your Social Media
Hootsuite
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58. Constant Contact
Email Newsletters
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59. Social Media Calendar
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60. Session 3 Agenda
1. Recap of Session 2
2. Q&A
3. Media relations
4. Building a media list
5. Case Study/PRSA webinar
6. Social Media outlets
7. The Seven Steps…
8. Social Media engagement exercise
9. Last minute work on group presentations
10. Presentations
11. Evaluations
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Community Relations Putting the Public Back Into PR
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61. Media Relations
Who to contact in newspapers
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News Desk
Beat Editor (news release/news advisory)
Beat Writer (news release/news advisory)
Calendar Editor (news release)
Assignment Editor (news release/news advisory)
“Your Subject” Editor/Writer (news release/news
advisory)
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62. Media Relations
Timing newspapers
• 1st Release – Four weeks out
• 2nd Release – Two weeks out
• Advisory – Three days out
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63. Media Relations
Who to contact in magazines/periodicals
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Editor (news release/news advisory)
Assistant (news release/news advisory)
Assignment Editor (news release/news advisory)
Calendar Editor (news release/news advisory)
Subject Editor (news release/news advisory)
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64. Media Relations
Timing magazines/periodicals
WEEKLIES
• 1st Release – Four weeks out
• 2nd Release – Two weeks out
• Advisory – Three days out
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Community Relations Putting the Public Back Into PR
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65. Media Relations
Timing magazines/periodicals
MONTHLIES
• 1st Release – Three months out
• 2nd Release – Two months out
• Advisory – One week out
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Community Relations Putting the Public Back Into PR
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66. Media Relations
Who to contact in radio
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News Desk (news release/news advisory)
Assignment Editor (news release/news advisory)
Calendar Editor (news release)
Community Relations/Services Director (PSA)
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67. Media Relations
Timing radio
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PSA – Two months out
1st Release – Two weeks out
2nd Release – One week out out
Advisory – Three days out
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68. Media Relations
Who to contact in TV
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News Desk (news release/news advisory)
Assignment Editor (news release/news advisory)
Calendar Editor (news release)
Community Relations/Services Director (PSA)
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69. Media Relations
Timing TV
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PSA – Two months out
1st Release – Two weeks out
2nd Release – One week out out
Advisory – Three days out
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70. Media Relations
San Francisco Chronicle / SFGate.com
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71. Media Relations
KGO-810 AM
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72. Media Relations
KGO-810 AM
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73. Media Relations
KGO-810 AM
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74. Media Relations
KPIX-TV
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75. Media Relations
KPIX-TV
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76. Media Relations
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Pitching your stories
Call to follow up a release or advisory
Call to run a story idea by them
Thanking personally
Thanking them via Social Media
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77. Pitching
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78. “I used to communicate to the media, now I
communicate to my audience.”
– Me
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79. Top 10 Twitter Tips for Beginners
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80. Social Media Marketing Program
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81. 25 Tips for Successful Twitter
Engagement
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82. Paper.li
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83. Paper.li
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84. Facebook
Creating A Facebook Page
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Invite your personal friends
Follow related Facebook pages
Keep it active
Use plenty of photos and videos
Post relatable stories
Link to your other Social Media outlets
Don’t always be selling – pace yourself
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85. Facebook
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86. Facebook
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87. Instagram
Contests
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88. Instagram
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89. Social Media Marketing Program
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90. Dale Carnegie said it in 1936
still true today
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91. Social Media Calendar
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92. Scenarios – Group Activity
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Follower complaint
Follower compliment
Scathing media article
Wrong fact in public posting
Positive media coverage
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93. Group Presentations
15 minutes per group plus feedback
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94. Recommended Listening
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This Week In Tech
This Week In Google
The Social Hour
Marketing Over Coffee
The Bean Cast
Six Pixels of Separation
Social Media Marketing Podcast
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95. Recommended Reading
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Mashable
Social Media Examiner
Matt Cutts
Chris Broagan
Seth Godin
PR Newser
6:00 AM
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96. Q&A
Social Media Marketing Program
Community Relations Putting the Public Back Into PR

97. Remember
“The biggest problem in communication is the
illusion that is has taken place.”
-- George Bernard Shaw
Social Media Marketing Program
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98. Evaluations
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99. Jonathan Lance
• https://twitter.com/OnYourMarkEvent
• https://www.facebook.com/onyourmarkevents
• www.linkedin.com/in/jonathanblainelance
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