New Tools of Public Relations: Social Media

The New Tools of Public Relations:
Social Media
l d

a presentation for BYU PRSSA

by Pete Codella, APR
February 11, 2009

CodellaMarketing.com PeteCodella.com

My Info
Pete Codella APR (Accredited in Public Relations)
Codella,
President | Codella Marketing
Owner | NewsCactus

Pete@CodellaMarketing.com
Pete@CodellaMarketing com

@Codella | @NewsCactus

801.294.7188


Agenda
• How social media has changed the role of
public relations
• An effective inbound marketing strategy
• Social media tools with which public relations
practitioners should b f ili
ii h ld be familiar
• Q&A throughout; a discussion, not a lecture


If I were a financial planner…

…I’d tell you to diversify.


I’m a public relations p
p practitioner

And I’m telling you to diversify!
Im

Multiple channel communication
No longer a press release but a news release
•
No need to rely on media gatekeepers
•
Expectation of i
i f immediacy and authenticity
di d h ii
•
Move from entertainment to
•
communitainment


Some of my channels
Web Site

Blog

Twitter

Facebook

Flickr


Self-
Self-Publishing
• Public relations is no longer primarily focused
media relations
• It’s about utilizing new technology and tools
It s
to provide as much content as possible
• I ’ about engagement, a multi-way
It’s b li
conversation


I’m Italian
Im

My lasagna’s different from your lasagna


Different is good
Diversity
•
Strategy
•
Engagement
•
Measurement
•


Meatball sundae anyone?


Be strategic
• Just because it’s there doesn t mean you have
it s doesn’t
to use it
• Television didn’t replace radio
didn t
• RACE strategic planning
– Research
– Action/Planning
– Communication
– Evaluation


How many baskets?

Don’t put all your eggs in one basket


Web 2.0 Strategy

Your
Website

Internet Social
Marketing Media

Maximum Impact


Effective inbound marketing

Inbound marketing is the process by which
you drive traffic to your content,
specifically online content.


Who s your daddy?
Who’s
• Your corporate Web site is no longer your
home page
• Google search is


The Google
Golden Triangle


The golden child
• Social media has proven to be most effective
at search placement
• Search engine optimization and search engine
marketing
• Put your eggs in as many baskets as possible


Social media tools
RSS (really simple syndication)
•
Blogging and microblogging
•
Online
O li newsroom
•
Social (virtual) networking
•
Multimedia sharing
•
Wikis
•


NewsGator


Google’s RSS reader


Blogging and microblogging
Corporate blog(s)
•
Twitter
•
Yammer
•
Status updates on social networking sites
•


Online newsrooms
RSS feed for announcements
•
Social media toolbar
•
Multimedia
l i di
•
Very useful public relations tool for inbound
•
and search marketing (just like a blog)


Newsroom effectiveness


Search placement


LinkedIn and Facebook


Multimedia sharing
g


Wikis


Social media campaign


Who s driving?
Who’s
• We the people
We,
• Think TiVo

Not prime time but my time


Change is the only constant
Always something new
•
Difficult to keep up
•
Don’t b afraid
’ be f id
•
Do or do not . . . there is no try
•


A.P.A.

Now it’s time for . . .

Ask Pete Anything!


Slides will be published

In
I my corporate newsroom at
t t
News.CodellaMarketing.com


My Info
Pete Codella APR (Accredited in Public Relations)
Codella,
President of Codella Marketing
Owner and Operator of NewsCactus

Pete@CodellaMarketing.com
Pete@CodellaMarketing com

@Codella | @NewsCactus

801.294.7188


Thank You!


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