This document discusses best strategies for public relations (PR) in today's evolving media landscape. It notes that PR specialists have more than doubled in recent years while reporters have declined slightly. To be effective, PR must focus on credibility, accessibility, and likability with journalists rather than just their own needs. This involves positioning expertise where reporters are both online and offline, being accessible through social media and in person, and building genuine relationships where reporters look forward to interacting. Overall, social media can help PR professionals improve in credibility, accessibility, and likability to foster stronger relationships with members of the media.

1. Best Strategies for the Evolving World of PR Anthony Juliano March 17, 2010

2. US THEM VS.

3. “Advertising and PR make one thing and one thing only, and that is shit up.”

4. “Your BS is obvious. Many journalists would describe their roles are professional truth-seekers. In this capacity, they are naturally skeptical and this combination means that their bullshit meters are higher than most.” - Rohit Bhargava, “What All PR People Should Know About Journalists”

5. Why didn’t they like us?

6. We needed them more than they neededus, but…

7. We focused on our needs, nottheirs

8. Today, however, we have an opportunity to change things

9. “The number of people working as ‘reporters and correspondents’ declined slightly…from 52,380 in 1998 to 51,620 in 2007. But the number of public relations specialists more than doubled, from 98,240 to 225,880.” - Tim Cavanaugh, Reason.com

10. US THEM

11. We still need them more than they needus, but…

12. They need us

13. US THEM &

14. Credibility

15. Accessibility

16. Likability

17. Credibility Do you know what you’re talking about? Do you know what reporters/editors are interested in? Can you access expertise even when it’s not your own? Do you follow through? Are you seen as a peer, not a flack?

18. Accessibility Is it easy to contact you? Do you position yourself where reporters are and not just where you want to be? Are you accessible on social media sites AND in the real world? Do you respect deadlines?

19. Likability Do reporters/editors look forward to speaking with you? Are you authentic? Do they see you as a living, breathing person? Do you treat them well?

20. Social media is not a smoking gun, but …

21. Social media can help you improve in all of these areas

25. It’s ultimately about relationships

26. Thanks! ajjuliano@gmail.com (260) 615.3426 If you enjoyed this presentation, please recommend me on