Online ReputationConsult with your clientResults?Recommendations?Surprises?

Putting the Public Back in PR

PR 2.0What is Web 1.0 vs 2.0 (3, 4, 5)?

What is PR vs PR 2.0?

PR 2.0News Releases vs Engaging with CommunitiesSpin vs RelevanceSpeaking in messages vs. genuine conversations

related to the subject matter of peersWire services vs social/conversation tools &

networksOne-way vs two-way communication: FOR REAL THIS TIME!

Putting the Public Back in PR

Humanizing org, media & publicsBuilding RelationshipsEngage in ConversationDon’t get caught up in the tools

Twitter (Micro-Blogging)Other micro-blogs?

Grab your smartphone! Tweet info relevant to

today’s class

You may respond to others in class, ask questions and provide links & other context for class discussion.

Use the class hashtag #pr4210

Getting Started: Your Professional Account

Choose a good handle/screen name (your name, pseudonym) No confusing #/letter

combos Write a good bio.

Current position, location, specific professional interest, leadership, personalized but appropriate

Upload a professional profile picture (“Eggs” are for spammers).

This is part of your digital profile!

Twitter Tips for Students Follow top pros and

organizations

Ask questions. Tip: PR pros tend to like to offer advice to PR students.

Get involved in hashtag conversations like #blogchat & #prstudchat

Who to follow? Ron Culp PR Daily Edelman Bulldog Reporter InternQueen PR Couture Ariel Hyatt Jason Falls Social Media Insider

Local agencies Deirdre Breakenridge Ad Age PRSA JobCenter, PRSSA PR Newswire Media Bistro Mack Collier Social Media Today Plank Center PR

Twitter Mission

Find three professionals to followFind agencies to followTweet one of each (with a properly composed

tweet) to the class hashtagReply to and RT someone outside of class.

Twitter Tips“Interested in getting more followers? Take a look at

your last page of tweets on Twitter.com. Read them carefully. If you didn’t know you, would you want to follow you?”

Add valueKeep it positive and professional!70% professional, 30% general (but appropriate) chatterAuthentic ≠ FULL DisclosureMashable: “How to Win Friends and Twinfluence People.”

Functions of Twitter for PR Customer Service Leverage and build

relationships Crisis Activate/reach brand

advocates and key influencers

Why Twitter? Make more money, are

more optimistic about tech, better educated

35+ More active: Create and

engage Even those who just read

tweets have a “high level of social activity”

Why Twitter?Brandwatch Twitter Statistics

Twitter MissionFind an organization that you think is effective at

Twitter. RT an example of an effective tweet.

What Makes a Good Tweet?

Best Practices Listen First Engage Natural, conversational

speech (talk to humans) Develop a (brand)

personality Images/multimedia Links, direction Share

Check with legal Don’t waste your following:

Have a migration plan Be ready for a crisis Follow others (DM) Staff it Respond, RT and Link Be ready to support people Later: Strat Comm

programming and content calendar

Organizational Use of Twitter

Composing a Twitter PitchTell stories– don’t just

link to press releases

Involve others by replying to tweets and engaging with others

Authenticity, Transparency First person,

conversational, humanize

Twitter MissionTweet a shortened link to an article or blog post

for your classmates (relevant to class)

Humanize the Organization

Twitter MissionReply or quote someone (expert, org) outside of

class

Tweet and Re-Tweet To encourage re-tweeting

(the viral spread of your message), you should:

Compose message in as few characters as possible, to allow room for re-tweeting, quoting

Include SHORTENED link, for more info. Identify (contextualize) your link.

There’s an App for That Use a CMS (content

management system) like Hootsuite to manage multiple accounts, platforms and searches, and to schedule tweets for later.

Use lists to manage hashtags, leaders, etc. Follow other lists.