Spring 2015 PR Course

1. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Instructor: Jonathan Lance
SFSU CEL Social Media Marketing Program
Spring 2015
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2. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Public Relations (Class Overview)
• History
• Current
• How to write a news release, news advisory, PSA
• Media Relations
• Traditional/Social Media PR Campaign
• Placing Stories
• Stories/Case Studies
• We are the media
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3. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Session 1 Agenda
1. Overview and Class Expectations
2. History and Today
3. News Releases, News Advisories, Public
Service Announcements
4. Media Calendar
5. Class Project
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4. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Yes, we also have one of these…
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5. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
“The biggest problem in communication is the
illusion that is has taken place.”
-- George Bernard Shaw
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6. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Introductions
1. What is YOUR name?
2. Where are you from?
3. What do YOU do?
4. Are YOU working in PR today?
5. Are YOU using social media for PR?
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7. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Edward Bernays
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Community Relations Putting the Public Back Into PR 8

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Community Relations Putting the Public Back Into PR
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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10. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media of Choice
• Paid media
• Earned media
• Owned media
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11. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
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. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
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. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media of Choice
Owned Media
• You own the content
• You own the outlets: Google+, Twitter,
Facebook, Blog, YouTube, Instagram,
newsletter, etc
• Your own newsroom
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14. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
The News Release
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15. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Prehistoric Email
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Community Relations Putting the Public Back Into PR
The Ultimate Technology!
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Community Relations Putting the Public Back Into PR 17

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Community Relations Putting the Public Back Into PR
Clipping
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19. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Writing Press Releases
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Community Relations Putting the Public Back Into PR
How to write a news release
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Community Relations Putting the Public Back Into PR
What is a public service
announcement?
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22. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
What is a public service
announcement?
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23. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
What is a public service
announcement?
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24. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
What is an advisory?
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25. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Communicating with different
audiences
• Media (media relations)
• Your direct audience
• Indirect audience
• Investors (investor relations)
• Potential clients
• Current customers
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26. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Media Then
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27. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
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
News Media Now
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29. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
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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30. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Citizen Journalism and PR
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31. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Citizen Journalism and PR
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32. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Citizen Journalism and PR
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33. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Citizen Journalism and PR
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34. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Citizen Journalism and PR
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Community Relations Putting the Public Back Into PR 35

36. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
WWWWWH – Class Activity
1. Who?
2. What?
3. When?
4. Where?
5. Why?
6. How?
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Community Relations Putting the Public Back Into PR
WWWWWH – Class Activity
The News Writing Inverted Paragraph
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Community Relations Putting the Public Back Into PR
News Release
Example 1
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Community Relations Putting the Public Back Into PR
News Release
Example 2
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Community Relations Putting the Public Back Into PR
News Release
Example 3
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Community Relations Putting the Public Back Into PR
News Release
Example 4
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Community Relations Putting the Public Back Into PR
News Release
Example 5
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Community Relations Putting the Public Back Into PR
News Release
Example 6
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Community Relations Putting the Public Back Into PR
News Release
Example 7
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Community Relations Putting the Public Back Into PR
News Release
Example 8
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Community Relations Putting the Public Back Into PR
News Release
Example 9
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Community Relations Putting the Public Back Into PR
News Release
Example 10
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Community Relations Putting the Public Back Into PR
News Release
Example 11
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Community Relations Putting the Public Back Into PR
News Release
Example 12
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Community Relations Putting the Public Back Into PR
News Release
Example 13
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51. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
News Release
Example 14
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52. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Calendar
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53. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Class Project
Choose a non-profit for which you will:
•Present a full PR campaign including
– News release
– Public service announcement
– Advisory
– Social Media Outreach (Twitter and Google+)
•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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54. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Session 1 Homework
• Join our course LinkedIn account
• Post an example of a news release, news
advisory, and public service on our LinkedIn
Group. We will discuss your postings in the
next class.
• Review assigned reading
• Begin your class project. We will discuss in
the next class.
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Community Relations Putting the Public Back Into PR
PR 24/7: Social Media, PR Job Satisfaction
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Community Relations Putting the Public Back Into PR 56

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Community Relations Putting the Public Back Into PR
Session 2 Agenda
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1. Recap of Session 1 Material
2. Q&A
3. Discuss News release, News Advisory, PSA
assignment
4. Discuss your class project
5. AP Writing
6. AP Exercise
7. Media and Twitter

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Community Relations Putting the Public Back Into PR
Your Homework Assignment
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Discussion
News Release
News Advisory
Public Service Announcement

59. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Your Class Project
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Discussion
Project
Timeline
Media and Audience

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Community Relations Putting the Public Back Into PR
Associated Press Stylebook
@apstylebook
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Community Relations Putting the Public Back Into PR
Research AP Nuggets
Class Exercise
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Community Relations Putting the Public Back Into PR
What to say to a reporter
• “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
messagehttp://www.shannonganun.com/PDF
s/Guidelines For Talking With The News
Media.pdf
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63. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
Know what the reporter’s expertise is, and
ensure that your story is related to her or his
field beat.
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Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
You must always respect the reporter's power
to reject your story, or postpone working on it.
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65. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
Cultivate long-term relationships with
journalists that respond positively to your
story ideas.
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Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
In-person meetings are the best. Invite the
reporter to an event that would be of interest
to them.
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Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
For journalists, speed is everything. Most
journalists work on deadlines, so getting to a
quality source fast is important to them.
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68. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
Never give false or exaggerated tips. If you do,
the reporters you pitch will never have any
reason to trust you again, and you won't be
able to approach them later.
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69. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
When a journalist is looking for sources, he
likely has hundreds to sort through, so make
yours personal, brief and interesting, to stand
out from the crowd.
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70. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
How to Work (With) a Reporter
Keep your communications short, sharp, and
simple. If your releases are written poorly or
are unclear, the reporter won't have time for
you.
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71. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Using Twitter With The Media
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Work your lists

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Community Relations Putting the Public Back Into PR
Using Twitter With The Media
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Give props to the media who post your
stories.

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Community Relations Putting the Public Back Into PR
Using Twitter With The Media
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If truly a “win” just for the readers, don’t
hesitate to post with a #PlzRT

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Community Relations Putting the Public Back Into PR
Using Twitter With The Media
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Re-Tweet stories the media posts about you

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Community Relations Putting the Public Back Into PR
Using Twitter With The Media
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Use photos!

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Community Relations Putting the Public Back Into PR
Using Twitter With The Media
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Use those # and @s

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Community Relations Putting the Public Back Into PR
Using Twitter With The Media
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Give unconditional love to media outlets’
postings that would be of interest to your
followers

78. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Using Twitter With The Media
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All your original posts do not have to be about
you – but make it related to you

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Community Relations Putting the Public Back Into PR 79

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Community Relations Putting the Public Back Into PR
25 Tips for Successful Twitter
Engagement
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81. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
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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82. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Session 3 Agenda
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1. Recap of Session 2
2. Media relations
3. Building a media list
4. Media Pitching: Case Study/PRSA webinar
5. Social Media outlets
6. Social Media engagement exercise
7. Last minute work on group presentations
8. Presentations
9. Evaluations

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Community Relations Putting the Public Back Into PR
Creating Newsworthy Angles
• New Development
• Human Interest
• Local Angle
• Progress
• Consequence
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84. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Creating Newsworthy Angles
• Eminence or Prominence
• Conflict
• Drama
• Disaster
• Timing and Proximity
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Community Relations Putting the Public Back Into PR
Media Relations
Who to contact in newspapers
• 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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86. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Timing newspapers
• 1st Release – Four weeks out
• 2nd Release – Two weeks out
• Advisory – Three days out
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87. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Who to contact in
magazines/periodicals
• 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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88. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Timing magazines/periodicals
WEEKLIES
• 1st Release – Four weeks out
• 2nd Release – Two weeks out
• Advisory – Three days out
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89. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Timing magazines/periodicals
MONTHLIES
• 1st Release – Three months out
• 2nd Release – Two months out
• Advisory – One week out
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90. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Who to contact in radio
• 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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91. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Timing radio
• PSA – Two months out
• 1st Release – Two weeks out
• 2nd Release – One week out out
• Advisory – Three days out
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92. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Who to contact in TV
• 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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93. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
Timing TV
• PSA – Two months out
• 1st Release – Two weeks out
• 2nd Release – One week out out
• Advisory – Three days out
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Community Relations Putting the Public Back Into PR
Media Relations
San Francisco Chronicle / SFGate.com
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Community Relations Putting the Public Back Into PR
Media Relations
KGO-810 AM
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Community Relations Putting the Public Back Into PR
Media Relations
KGO-810 AM
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Community Relations Putting the Public Back Into PR
Media Relations
KPIX-TV
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Community Relations Putting the Public Back Into PR
Media Relations
KGO-810 AM
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Community Relations Putting the Public Back Into PR
Media Relations
KPIX-TV
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100. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Media Relations
• 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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101. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Pitching
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Community Relations Putting the Public Back Into PR
Help A Reporter Out (HARO)
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Community Relations Putting the Public Back Into PR
Pitching
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Community Relations Putting the Public Back Into PR
News Distribution Services
Business Wire
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Community Relations Putting the Public Back Into PR
News Distribution Services
PR Newswire
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Community Relations Putting the Public Back Into PR
Media List and Monitoring
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Community Relations Putting the Public Back Into PR
Media List and Monitoring
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108. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Presentations
15 minutes, plus feedback
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109. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Q&A

110. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Remember
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“The biggest problem in communication is the
illusion that is has taken place.”
-- George Bernard Shaw

111. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Evaluations
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112. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
Jonathan Lance
• https://twitter.com/OnYourMarkEvent
• https://www.facebook.com/onyourmarkevents
• www.linkedin.com/in/jonathanblainelance
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113. Social Media Marketing Program
Community Relations Putting the Public Back Into PR
“I used to communicate to the media, now I
communicate to my audience.”
– Me
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