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Communications: How Social Media Changed Everything
Introduction
- Managing Director, Galibier PR- 15 years in PR agencies- Education specialist:
e-assessment providersAwarding bodiesFE, HEPublic and private sector
[email protected] 410 334
@GalibierPR
Last time…
• How to build relationships with media and other influencers• How to combat/mitigate threats to your reputation• How to build/manage a positive reputation• How to raise the profile of e-assessment on national level
Do nothingOr
Do something
Social media is just…Media
The good news: your social media objectives = your PR objectives
Differences
• Quality• Reach • Frequency• Usability• Immediacy• Permanence
Social media has broken down barriers: more ways to communicate; more personal, spontaneous and informal
Threats
• Less editorial integrity / control• Hard to police / legislate• Influencers could be anyone, anywhere• Your name and reputation can be talked about openly by anyone
Opportunities
• More ways to share:• Ideas• Expertise• Opinions• Knowledge• Best practice• Case studies• News• Advice• Analysis
• And if your content is good, others will be encouraged to interact and share
Outcomes
• Positioning• Reputation• Profile• Engagement• Enhanced relationships with influencers eg media /
policymakers• Measurable/trackable success
How?
• Good content planning: everyone in this room has plenty to say• Appropriate content for appropriate platforms: pick your turf• Engage with influencers and audiences on their terms• Don’t sell• Far more scope for creativity than the old days: think beyond the press release!
Getting started
How might a good social media / PR campaign handle:
• Cheating / proxy testing• Marking delays• Tech failures• Dumbing down• Data security• Cost concerns• Luddism
• Validity• Robustness• Standardisation• Reliability• Efficiency• Risk management• Recruitment and selection
Thank you
• Questions
• One-to-ones