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Instructor: Jonathan Lance
SFSU CEL Social Media Marketing Program
Fall 2013
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Community Relations (Class Overview)
• History• Current• How to write a news release, news advisory, PSA• Media Relations• Audience Relations• Traditional/Social Media PR Campaign• Stories/Case Studies• We are the media
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Session 1 AgendaSession 1 Agenda
1. Overview and Class Expectations2. History and Today3. News Releases, News Advisories,
Public Service Announcements4. Media Relations5. Class Project
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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“The biggest problem in communication is the illusion that is has taken place.”
-- George Bernard Shaw
Social Media Marketing ProgramCommunity 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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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Social media is no longer just a fad.
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Edward Bernays
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Social Media Marketing ProgramCommunity 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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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media of Choice
• Paid media • Earned media • Owned media
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Social Media Marketing ProgramCommunity 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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Social Media Marketing ProgramCommunity 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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Social Media Marketing ProgramCommunity 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, etc• Your own newsroom
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
The News Release
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Prehistoric Email
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
The Ultimate Technology!
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Clipping
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Writing Press Releases
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
How to write a news release
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
What is a public service announcement?
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
What is a public service announcement?
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
What is an advisory?
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Social Media Marketing ProgramCommunity 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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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News Media Then
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Traditional News Media Then
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• 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”
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News Media Now
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Traditional News Media Now
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• 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”
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
WWWWWH – Group Activity
1. Who?2. What?3. When?4. Where?5. Why?6. How?
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 1
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 2
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 3
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 4
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 5
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 6
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 7
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 8
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 9
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News ReleaseExample 10
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Class Project (in groups)
Choose a non-profit for which you will:•Present a full PR campaign including
– News release– Public service announcement– Advisory– Social Media Outreach
•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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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Session 1 Homework
• Post an example of a news release, news advisory, and public service on our LinkedIn Group
• You can find these under radio, TV, business, public agency, and non-profit-organization websites
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Session 2 AgendaSession 2 Agenda
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1. Recap of Session 1 Material2. Q&A3. A Little More About News Releases4. AP Writing5. News Release Distribution6. Email Newsletters7. TweetDeck & HootSuite8. Class Project
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Associated Press Stylebook@apstylebook
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Social Media Marketing ProgramCommunity 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 message
http://www.shannonganun.com/PDFs/Guidelines For Talking With The News Media.pdf
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
KTVU 2 News Nightmare
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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• KTVU’s Frank Somerville’s mea culpa
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News Distribution ServicesBusiness Wire
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
News Distribution ServicesPR Newswire
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media List and Monitoring
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media List and Monitoring
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Help A Reporter Out (HARO)
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Marketing Newsletters
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Marketing Newsletters
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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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
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Managing Your Social MediaTweetDeck
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Managing Your Social MediaHootsuite
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Constant ContactEmail Newsletters
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Social Media Calendar
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Session 3 AgendaSession 3 Agenda
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1. Recap of Session 22. Q&A3. Media relations4. Building a media list5. Case Study/PRSA webinar6. Social Media outlets7. The Seven Steps…8. Social Media engagement exercise9. Last minute work on group presentations10.Presentations 11.Evaluations
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsWho 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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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsTiming newspapers
• 1st Release – Four weeks out• 2nd Release – Two weeks out• Advisory – Three days out
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsWho 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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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsTiming magazines/periodicals
WEEKLIES• 1st Release – Four weeks out• 2nd Release – Two weeks out• Advisory – Three days out
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsTiming magazines/periodicals
MONTHLIES• 1st Release – Three months out• 2nd Release – Two months out• Advisory – One week out
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsWho 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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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsTiming radio
• PSA – Two months out• 1st Release – Two weeks out• 2nd Release – One week out out• Advisory – Three days out
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsWho 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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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsTiming TV
• PSA – Two months out• 1st Release – Two weeks out• 2nd Release – One week out out• Advisory – Three days out
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsSan Francisco Chronicle / SFGate.com
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsKGO-810 AM
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsKGO-810 AM
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsKGO-810 AM
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsKPIX-TV
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Media RelationsKPIX-TV
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Social Media Marketing ProgramCommunity 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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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Pitching
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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“I used to communicate to the media, now I communicate to my audience.”
– Me
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Top 10 Twitter Tips for Beginners
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
25 Tips for Successful Twitter Engagement
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Paper.li
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Paper.li
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
FacebookCreating A Facebook Page
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• Invite your personal friends• Follow related Facebook pages• Keep it active• Use plenty of photos and videos• Post relatable stories• Link to your other Social Media outlets• Don’t always be selling – pace yourself•
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
InstagramContests
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Dale Carnegie said it in 1936still true today
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Social Media Calendar
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Scenarios – Group Activity
1. Follower complaint2. Follower compliment3. Scathing media article4. Wrong fact in public posting5. Positive media coverage
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Group Presentations
15 minutes per group plus feedback
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Recommended ListeningRecommended Listening
1. This Week In Tech2. This Week In Google3. The Social Hour4. Marketing Over Coffee5. The Bean Cast6. Six Pixels of Separation 7. Social Media Marketing Podcast
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Recommended ReadingRecommended Reading
1. Mashable2. Social Media Examiner3. Matt Cutts4. Chris Broagan5. Seth Godin6. PR Newser7. 6:00 AM
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Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
Q&A
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Remember
“The biggest problem in communication is the illusion that is has taken place.”
-- George Bernard Shaw
Social Media Marketing ProgramCommunity Relations Putting the Public Back Into PR
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Evaluations
Social Media Marketing ProgramCommunity 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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