How social media has changed the practice of public relations

Posted in Information on May 13, 2009

This blog post is a summary of my comments today at the Greater Salt Lake Chapter of the Public Relations Society of America monthly luncheon seminar. It’s basically my presentation outline with links to resources I highlighted during my remarks.

We’re friends and colleagues. It’s my pleasure to be here. If any of you were here I’m sure I’d learn something from you, and I hope you’re able to learn something from me.

Definition of Public Relations

It’s the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.

How do we establish and maintain relationships?

We’re Professional Communicators

R.A.C.E.

Research > Action/Planning > Communication > Evaluation

How many times have I said social media? None so far. My point: it’s just a tool, it’s not the end all, be all!

What did the Gutenberg Press do? Let’s talk about what I like to call the Internet Press.

Social Media Circle — LCCPE

  1. Listen and understand
  2. Comment
  3. Create content; plan and implement
  4. Publish on multiple channels
  5. Engage in the ongoing dialogue

Listen

Google > Google Blog Search > Google Alerts > Technorati > YouTube > Search.Twitter.com > TweetBeep > FriendFeed > Facebook

Check out SchererCybrarian.com

Comment

Disqus > Live ID > BackType

Create Content

Website > Blog > Online Newsroom > Social Media > Online Advertising

Diversify!
Think winning the lottery. How many tickets?
Don’t put all your eggs in one basket!

Publish on Multiple Channels

Social media rocks! It’s got frequency and keywords.

Facebook > LinkedIn > Twitter > YouTube > Flickr > Squidoo > Fast Company > Lifestream > FriendFeed > Issuu

Engage in the Dialogue

Comment, participate, contribute
Don’t just be a fly on the wall
Persuasion through example

The power of networks

Not just three major networks any more
My time, not prime time
Communitainment over entertainment
Word of mouse

Difference Between Push and Pull

Fundamental shift in communication model

Future of the Web

Like Second Life – your avatar travels from place to place in a three-dimensional environment

Crisis situations (examples of how social media plays a role):

Good examples:

Public relations practitioners are champions of communication!

Learn social media personally, then use the tools professionally
Hire consultants to help

Ways to connect with me:

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