Group 3 presentation

Chapter 4:
Social Media In Public Relations
Diego
Sharon
Amari
Cecilia

“The desire of public relations practitioners to both better
understand and measure engagement is not surprising, given
the emphasis on the strategic use of social media technologies
and other digital platforms.”
- Toby Hopp & Tiffany Gallicano

“We try to amass followers and likes as if it’s a ‘thing’. We try to
get views because that’s how we justify and substantiate our
work. But why? What’s it all for? What does it mean? What does
it matter?”
-Brian Solis
(principal analyst at the
Altimeter Group)

PRSA (Public Relations Society of America) uses a 4 step process in its APR accreditation:
Research Planning
Implementation Evaluation
That process is similar to the “management process”:
1. Defining public relation problems
2. Planning and programming
3. Taking action and communicating
4. Evaluating the program

- Less media gatekeeping is giving PR the chance to offer
traditional media relations digital content and audience
engagement
- Washington Post executive editor suggested that the
days for printed newspapers are numbered
- Now PR professionals must learn data science to follow real
time media storytelling
- Even without news reporting, PR firms can offer digital content
guaranteed to generate clicks and drive website traffic
- Stories travel through medias and create a lot of
conversations when everything's in place
** social listening is important to this!
EX. E!News during award shows

- PR professionals can also use data to convince the media what stories to publish that will get a lot of social
sharing
- Edelman’s “collaborative journalism” helps journalists be successful in a time where traditional media is
suffering
- Begin to wonder if journalists will keep a bit of independence and objectivity if working so closely with paid
advocated

- Marketing is important to the future of journalism
- Data analytics show that social media engagement leads
to subscribing to a site and paying for news stories and
other digital contents
- participatory journalism that is interactive,
collaborative, and experimental are important
- a deeper relationship leads for people to pay for
the news (increases revenue, keeps business)
- In PR, there’s been a developing interest in influencing C-suite:
- C-suites choose whether they hire outside help from the
company for social media services
- Some C-suites may or may not be interested in social
media decision making
- PR firms need to keep an eye out for c-suites bc they can
fire and hire them

- PR stakeholders don’t care for only social media in a campaign
- Clients want a ROI for dollars spent on advertising, public relations,
and marketing efforts
- e-commerce (online sales and business) allow businesses to
link social media efforts to results biggers than likes and
shares:
- increase web traffic
- generate sales leads
- increase conversations to online purchases
- reduce company expenses
- improve customer awareness and relations
- Key performance indicators helps maintain or increase a
company’s social business
- Influence is important in social media
- ex. Klout, NodeXL, Hootsuite
PR Management

- Edelman PR in New York (largest global firm) created a cloverleaf model that
classified media:

Evolving Edelman Model:
Model has 3 publishers:
Media- all kinds (traditional, digital,
hybrid, owned, social)
Brands- a logo, face, of even a song that
reinforces a product, service, or
organization
Influencers- users with a lot of fans
and/or followers
Surrounded by 3 platforms:
Social- social media networks and
messaging apps
Curator- deliver personalized news
Search- search engine websites

Most important area for PR is sponsored content:
- a brand can purchase promoted posts on facebook that
function like paid searches
- social media lets brands communicate directly with
customers through online content
- online content marketing is to get people to go to a
commercial website
- social media lets users gain earned media

- Message management began with
churches and political
propaganda centuries ago
- It was fueled by 20th century
advances and social change
- In the 1940s PR used tactics such
as publicity tours
- Ex. Toni Twins
- The Toni Twins were later
arrested for practicing salon
procedures without a license”
and from that came crisis
communication

Agenda setting theory: the influence the media has on what you think about
Cultivation theory: the more you’re exposed to media the more you’ll be influence by
the messages you see
Ethics
Issues management: be alert for anything that can become an issue to the company
or ruin their reputation
Organizational communication
Persuasion
- social media can fall under medication communication which is based on
interpersonal communication theories
PR THEORIES

- James Grunig stated that:
- purpose of PR is to manipulate the behavior of publics for the assumed or
actually benefit of the manipulated publics including the organization
- Grunig identified 4 models:
* press agentry/publicity: PR representative seeking media attention any
way possible
* public information: release generally accurate information but does not
disclose anything negative
* two way asymmetrical: the bernays approach which uses research and
good manipulation methods to get inside the head of customers to get them to behave
as the PR representative wants them to
* two way symmetrical: (nicest one) organization uses communicate with
the public to negotiate, resolve conflicts, bargain, etc.

Credibility
- The fact that most influential people such as politicians and
celebrities make them accessible to millions of people.
- Being accessible according to the chapter gives them credibility
since they can actively share their opinions and upcoming
innovations to the masses.

- According to the chapter, most businesses and celebrities follow the
theory of social capital which is the belief that the more you engage via
social media the more followers or more attention the profile gets.
- The chapter likens it with a bank in the example such as the amount of
posting and answering comments is similar to that of depositing money.
Withdrawing in this concept is when you ask followers to answer a
questionnaire or promote event hoping for feedback.
- In doing so you make available different ways to resolute conflicts on the
basis of making information available to many people. In doing so you
build credibility.
Social capital, conflict, and resolution

- The main tactic that most big corporations use to get likes or
views is usually baiting the internet user.
- Needs to be attention grabbing with a concise message.
- Also the utilization of SEO (Search Engine optimization) , which
when a specific post is clicked so much it becomes the first thing
you see on google usually companies pay top dollar for that
others let it happen organically.
- However with the cluster of the internet creativity is a big tactic
companies use an example can be videos or special promotions
to get the consumer hooked.
Social Media Tactic

Professional PR practitioners, become something called “ trend spotter”. In
doing so they jot down details and cook up ideas with clients to really take
advantage of the trend.
PR Newsrooms And Message Targeting

- Social media spaces
- Social media influencers
- Social media branding
- Trending
PR Blogging And Case Studies

- Social responsibility for individuals, groups, and companies is
good for business
- Develop legal, ethical, and global best practices within a large
corporation
- Emphasizes self-regulation
- Increased brand loyalty
Corporate Social Responsibility (CSR)

- May cultivate social friends and
fans
- Drive traffic to fundraising
campaign sites
- Generates interest in community
events
Non-Profits

Since PR practitioners can use social media communication content in the
promotion of client products and services, media relations have
undergone a massive amount of adjustments over the past couple of years
blurring of lines between traditional and social media. Moving the
emphasis away from traditional press releases and media tactics and
toward engaging timely and contextual platform posts.
The only consist is the potency of media exposure, in that it can:
- Make or break your client’s brand and PR campaign
- Create new consumers
- Alter negative perceptions
- Revive tarnished brands
Lessons

PR is converging and
blending with advertising
and marketing, companies
are increasingly turning to
PR agencies to help
navigate through an
increasingly muddled
media landscape for brand
building and reputation
management.
Producing the right content
at the right time on the
right platform, it is possible
to create a fortunate 500
over-night.
Lessons continued

Chief executive officers (CEOs) do play a vital part in creation of social
media PR Success stories, since when a CEO becomes a thought leader,
she or he has the potential to influence conversation and followers.
As blog posts spread across social media spaces, the CEO and company
brands should grow.
CEO when done properly sociability and blogging is known to have a
positive impact on company reputation by increase perceptions of
credibility.
However it’s not perfect, participating within social media also opens
brands to criticism and attacks.
A stable and content presence within social media makes a CEO readier to
handle media and public backlashes during times of crises.
successes

The most common problem for individuals and companies is the
distribution of social media posts without proper critical thinking and
proper filtering.
“According to the online site Mental Floss, 16 reported cases in which
people had been fired from their jobs because of a tweet (Conradt, 2013).”
Most employers clearly will not tolerate racist rants or the disclosure of
confidential information.
While this firing was immediate, sometimes an old tweet comes back to
haunt an employee.
Failures

Emojis have been used to express a feeling,
reaction, or even as part of a Branding
campaign.
In 2015, Oxford Dictionaries named "emoji" word
of the year (Oxford Dictionaries, 2015). Emojis
have not only been Integrated into mainstream
society, but in our overall business
communication functions.
While emojis do not replace face-to-face
communication (facial expressions and
nonverbal correspondence), they do add a bit
of context and additional layer of information
while tapping into the emotion of the receiver
or audience for which the message was
intended.
Communications professionals have embraced
emojis because they are able to get on the
same communication stream as their key
audiences to help them build a stronger
connection on a familiar level
Emoji

WORD BANK
Trend spotter
Trend setter
Obama
Five
Four
Influencers
Celebrities
E commerce
Online shop

Discussion Questions
1) How is PR changing because of social media use? What are the positives and negatives of the shift? PR is changing due to social media
because its making interaction with customers more direct and allows for PR people to build relationships with their consumers as well as be
able to influence them easier since the reach of social media is international and will be a great help for non-profit organizations. Also, social
media allows for PR people to be able to use data and analytics to measure the success of their brand/company in relation to customers
interaction with the social media platforms. In addition, social media offers PR people many ways to be creative and generate customer
brand interest while also offering prizes through posts for loyal customers. Positives about PR changing because of social media is that PR
people will be able to have a better grasp of customer’s awareness and perception about their brand/company and have an easy way to
maintain or improve their reputation. The positives are similar to those of social capital including and not limited to: ability to build trust, share
norms and values, share resources and knowledge, reciprocity, resilience within relationships, and coordination as well as cooperation for
the achievement of common goals. A negative of the shift is that there is a lot of pressure and responsibility that goes into running a
brand/company’s social media accounts because one ill timed or mispelled post can never be erased from the internet once it’s out and that
can be detrimental to a brand/company’s reputation and relationship with customers.
2) How is it possible to integrate the different media forms described by the Edelman cloverleaf? What are the most important limitations to
integrated PR? As explained in the text, the development of the Internet and the Web lead companies to created owned media including
websites, apps, etc. In turn, by integrating those different medias in order to grow their companies it helped create hybrid media. The most
important limitation to integrated PR and digital marketing is that always trying to give a brand/company visibility, obtain customer loyalty
leaves them more vulnerable to become more negatively impacted if a scandal arises because once customers have a perception of a
brand/company and they obtain a certain reputation when something happens to that customers may have a hard time to get over it.
3) What do you see as the most important corporate social responsibility issues related to social media? How might these change in the future?
The most important corporate social responsibility issues related to social media are customer voice and social responsibility for individuals,
groups, and companies. Customer voice is important because if customers go to one’s business and not like the experience and then go on
social media posting about it, other potential customers will not want to go resulting in a loss of business. Also, social responsibility is
important because when one works for a company, they are a representation of the it and whatever they post online is a direct reflection
of the company they work for. An example can be the employees of Associated Press. They are not allowed to make any posts about their
personal opinions about politics, religion, etc. One cannot go on their social medias and complain about the company because again, when
one works for a company they are a reflection of the comapny’s values and standards and they have to meet them.

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