Social Media in PR and Marketing. Week 2 for PRL 408 at Utica College. Spring 2014.

1. Utica College
PRL 408: Social Media
Thomas Armitage
Week #2
February 5, 2014

2. 
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Let's talk Super Bowl
Past week's articles
What is PR?
How can SM enhance
SM PR tips
News releases with social
What is marketing?
How can SM enhance
Outbound vs inbound marketing
SMM tips
The calendar

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Favorite? Least favorite?
Most effective? Least
effective?
Best use of social media?
How many utilized social
media?
Were brands tweeting in
real-time about anything
specific?

4. “61% of Super Bowl Viewers Will Share Ads on
Social Media” - http://on.mash.to/1gE8Gaj
 “Where Social Media and PR Meet” http://bit.ly/1if0A5k
 “The Dos and Don'ts of Pitching Journalists on
Social Media” - http://on.mash.to/1eE8MIi
 From Vanessa: “MSNBC Apologizes for Cheerios
Tweet Hitting Right Wing” http://cnn.it/1k0MoA3
 From Jasmine: “6 ways Starbucks excels at social
media marketing” - http://bit.ly/1j37JZD
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PR is the management of communication
between an organization and its key publics
Publics can include….
PR will always exist and play a valuable role
within any organization
Most important word: relationships
Liaising between c-suite and media and/or
acting as official spokesperson
Maintaining messaging as it relates to the
brand

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Media relations
Employee relations
Sponsor relations
Blogging
Media monitoring
Crisis communication
Promotion and publicity
Special events and publicity stunts
Charity giving and philanthropy
Internal communications

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Media lists and research
 Cision, Muckrack
 Manual search
 Update often
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Pitching style
Build relationships!
Writers can capture quotes and multimedia
Consider timing, newsworthiness
(Ward, 2014)

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Historically, it was all about the
press clippings
Now there are other ways to
measure success:
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Tweets
Landing page views
Contest entries
App downloads
Text submissions
Use a combination of
software/sites and have a more
accurate measure of ROI

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Build long term relationships
Pitch strategically
Use creative content as a hook
When you attend a trade show…
When you are planning an event…
Find targeted events and speaking opps
Monitor everything
Always supply multimedia
Have a plan in place for both + and – feedback
Get your CEO tweeting, blogging, on LI

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Be direct
Newsworthy
Have something to say
Keyword research
Descriptive headlines
300-500 words
Eliminate useless crap
No bullets
Include logo, links to homepage + multimedia
(Seiple, 2012)

11. Management process responsible for identifying,
anticipating & satisfying customer requirements
profitably
 In other words, fulfilling customer needs to turn a profit
 Four Cs: consumer, cost, communication, and
convenience
 Assisting sales with material/information needed to sell
 Managing communication as it relates to the product
(package design, in-store signage, ads, etc).
 Understand the needs of target audience(s) through
market research
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(What is marketing, 2012)

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Advertising
Branding
Market research
Websites and app design/development
Content marketing
Mobile and game marketing
Trade shows and events
Sponsorships
SEO
Direct marketing
Sales
Measurement and reporting
Customer service

13. (Drell, 2011)

14. Vids, podcasts, white
papers, infographics, etc
 Develop ad campaigns that
have legs and can live for
extended periods of time
 Hype ads so each new spot
creates buzz
 Become an expert in your
field
 Tie traditional efforts to
new ones
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(Inbound Marketing Success Center, 2013)

15. Not all about you. It’s about your buyers.
If you target everyone, you appeal to no one
Who are you audience members? What do they
read? What sites do they visit? What phrases do
they type into Google to try and find you?
Where do they live? What are their behaviors
and attitudes?
 Brands need to sell ideas not products. Volvo
doesn’t sell a car, it sells safety.
 Before, research was expensive. Today, one can
save cost and time through web and SM
research.
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(Scott, 2013)

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Tie ad campaigns to social media campaigns
Support sales team with additional resources
Always send users to your website to learn more
Create content that will interest your target
audience and keep them coming back
Maintain your brand’s image in everything you do
Learn from your audience and change your ways
Use social to save on old-school expenses

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PR, marketing, social efforts should be
combined into one calendar for efficiency

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Pitching = easier to contact journalists
Releases = digital versions, easy to follow up
Product trial = bloggers do heavy lifting
Publicity = directly reach consumers
Email marketing = grow lists
List management = easier to update
Forums = monitor feedback and react
SEO = social signals help rankings, more links
Ads = better measurement and monitoring of ROI
Mobile ads = reach highly targeted audiences
Media mentions = real time delivery, accuracy

19. 
Goals, Objectives, Strategies and Tactics, Building a
Following
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To do:
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Decide on top 3 choices for final campaign
Read articles from #UticaCollegeSM and comment
Comment on classmates’ blog posts (min of 3)
Continue interacting with top 10 brands
Continue working on PPT presentations
Facebook presenter should be ready to present, make sure
everyone visits Facebook and has a basic understanding of
how it works and are ready to discuss and answer
questions

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Background and History
Target Audience
Its Purpose and Why Consumers Use It
Brand POV, Advertising Ops
Questions for the Class
Each presentation should last between 2030 minutes and allow an extra 10-15 minutes
for questions/discussion.

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Drell, L. (2011, October 30). Inbound Marketing vs. Outbound Marketing
[INFOGRAPHIC]. Mashable. Retrieved on February 2, 2014 from
http://mashable.com/2011/10/30/inbound-outbound-marketing/
Inbound Marketing Success Center. (2013). Marketo.com. Retrieved on February
3, 2014 from http://www.marketo.com/inbound-marketing/
Pamela Seiple, P. How to Leverage Social Media for Public Relations Success.
(2013). HubSpot. Retrieved on January 30, 2014 from
http://cdn2.hubspot.net/hub/53/file-13204195pdf/docs/hubspot_social_media_pr_ebook.pdf
Scott, D. M. (2013). The New Rules of Marketing and PR. New Jersey: Wiley.
Seipele, P. (2012). How to leverage social media for public relations success.
Hubspot.com. Retrieved on February 3, 2014 from
http://cdn2.hubspot.net/hub/53/file-13204195pdf/docs/hubspot_social_media_pr_ebook.pdf
Ward, W. (2014). Dr. 4 Ward. Retrieved on January 26, 2014 from
http://www.dr4ward.com/dr4ward/2014/01/how-did-journalists-use-socialmedia-in-2013-infographic.html
What is marketing? (2012). Get In2 Marketing. Retrieved on February 2, 2014
from http://www.getin2marketing.com/discover/what-is-marketing