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PR(evolution)Building 21st Century Relationships
“PR & Social Media”
®Jessica Ayers | Jacob Summers
®Jessica Ayers | Jacob Summers®Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
Social Media in Plain English
What is PR(evolution)?
®Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
Social Media & PR
®Jessica Ayers | Jacob Summers
• PR & Media History
• Why Move To Social Media?
• What Does Social Media Do For PR?
• What Are The Dangers Of Not Moving To Social Media?
• Who Is Moving To Social Media?
PR(EVOLUTION)PR(EVOLUTION)
Defining Social MediaSocial media is the democratization of content and the
understanding of the role people play in the process of not only reading and disseminating information, but also how they share and create content for others to participate. It is the shift from a broadcast mechanism to a many-to-many model, rooted in a conversational format between authors and people.
-Brian Solis
®Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
®Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
“…“…the democratization of content…”the democratization of content…”
Everyone, not just professionals, creates media content - text, video, sound and music - that newspapers, television and radio used to provide
“…the understanding of the role people play in the process of […] how they share and create content for
others to participate…” Anyone anywhere can connect to participate in discussion or debate, collaborate on projects, and influence those who pay attention to their work.
PR & Media HistoryPre-18th Century
1425: Gutenberg printing press
1620: First newspaper printed in Amsterdam
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
PR & Media HistoryLate 1700s
Books, newspapers and magazines
Ben Franklin’s “Silence Dogood” letters to achieve social change
Federalist Papers printed serially in magazines and newspapers
Media was untimely, inaccessible and effective only in educated circles
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
PR & Media History19th Century
1830: Telegraph
1852: First compulsory education act in Massachussetts
1876: Telephone
1890: Telephone wires installed in Manhattan
1897: Marconi invents wireless telegraph
Media moved toward timeliness and accessibility
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
PR & Media History20th Century
1912: Air mail
1916: Tunable radios
1920: First commercial radio station in Pittsburgh
1927: First electronic television
1933: FM Radio
1935: First telephone call made around the world
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
PR & Media History 1938: War of the Worlds radio broadcast causes mass chaos
1939: Coast-to-coast fax service
1939: Regular television broadcast begins
1940: First commercial television station
1948: Cable television becomes available in the US
1951: First color televisions go on sale
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
PR & Media History 1962: Telstar satellite transmits image across the Atlantic
1963: Audio cassette invented
1965: Vietnam War first war to be televised
1967: Newspapers & magazines begin to digitize production
1970s: ARPANET, precursor to the internet developed
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
PR & Media History 1973: VCR
1975: First desktop computer
1979: First mobile phone service
1980: New York Times, WSJ and Dow Jones put news databases online
1985: CD-ROMs and first laptop computer
1991: World Wide Web
1993: WWW made available for free, first ads appear on the internet
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
PR & Media History 1993: Brian Solis coins the term “PR 2.0” to describe the convergence of traditional
and social media in PR
1997: Nokia Communicator smartphone
1998: First downloadable content for mobile phones
1999: Napster
2004: Howard Dean is first presidential candidate to create a blog
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
PR & Media History 2007-2008: Barack Obama makes history using social media in his presidential
campaign
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
Why Move to Social Media?
Because social media is the current step in the evolution of media and PR will be left behind if the industry does
not capitalize on this latest opportunity
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
What does social media do for PR? Instant interaction with public
Public has instant interaction with you
Low cost media exposure
With the downturn of economy, companies must rely on brand loyalty - gained through personal relationships with a company - to retain customers
Monitoring of what is being said about your brand or product
A way of staying on top of news and consumer trends
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
What are the dangers of not moving to social media? Difficulty of monitoring what is being said about your firm
Loss of competitive edge
It doesn’t take long for the entire Web to be buzzing about something negative
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
Motrin Moms
Protest against Motrin ad began with a single “tweet” and escalated into a full scale online riot within hours as Motrin account executives enjoyed their weekend
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
www.globeandmail.com
www.twitter.com/jessicagottlieb
Twitter Feed
Jessica Ayers | Jacob Summers
Motrin Moms
PR(EVOLUTION)PR(EVOLUTION)
Embarrassing Apologies
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
Who is moving to social media? Most corporations and companies now have blogs posted on their Web site, written
by interns, employees and even CEOs
Many companies also have twitter accounts and MySpace and Facebook pages
Others are capitalizing on the influence of social media users to gain free exposure for their brand or product
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
Barack Obama
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
Barack Obama
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
Government The Senate, House and US Supreme Court are now all on twitter, instantly
updating constituents on details of proceedings
PR(EVOLUTION)PR(EVOLUTION)
Jessica Ayers | Jacob Summers
Pepsi
“Today, I received three separate shipments, about 20 minutes apart delivered by courier service. I got two cases with empty cans showing off previous Pepsi logos and designs, and then finally I got a case with six full Pepsi cans showing the new design. Pepsi wanted me to know that they were doing something with their branding and their entire approach over the coming years. They even sent me a DVD to show me some history.”
“What’s interesting to me is that they reached out to me as one of 25 people to get this news. They presumed (correctly) that I’d blog about it. They figured I’d say something one way or the other.”
www.chrisbrogan.com
Jessica Ayers | Jacob Summers
Pepsi
PR(EVOLUTION)PR(EVOLUTION)
Nike
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
Others
Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
The Significance to PRHow Social Media Changes PR Practice
• Research– Reading what people blog about your company– Your company’s online identity
• Planning– How to personally reach people with the new market– How to get people to interact online
• Implementation– Twitpitch, Social Media Release– Pitching to bloggers– Making relevant connections
• Evaluation– Online surveys, 24/7 reactions, immediate feedback
®Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
The Significance to PRHow PR Students Should Prepare
Fight fire with fire, do online research Webinars, Web conferences,
Learn from the best Keep up with how businesses are adapting
Read, read, READ! Blogs, online newspapers and twitter feeds
Practice makes perfect Create accounts and experience twitter, blogging and virtual life
®Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
The Significance to PRHow Social Media is Taught
Integrating social media into writing courses
Encouraging students to participate in PR social networks and blogs
Conducting research on social media’s effects
Creating online accounts to connect students and teachers
Offering classes like Platform Online Magazine
®Jessica Ayers | Jacob Summers
PR(EVOLUTION)PR(EVOLUTION)
Next Time Breakdown of social media tools and their uses
®Jessica Ayers | Jacob Summers
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Questions?
®Jessica Ayers | Jacob Summers ®Jessica Ayers | Jacob Summers
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Thank You.
®Jessica Ayers | Jacob Summers