Social Media and Public Relations Notes

This book goes more towards how an organization can delegate PR tasks to people within the actual company or organization, rather than a personal way of impression management. Definitely targeted towards a company vs. an individual.

It definitely goes with the idea of social shaping. The idea with this is that the companies, after determining how they will use the platform, will pick it based on anticipated user interaction, which will further shape how the platform will be used.

The audience is geared towards corporations and businesses, not really individual people. The reasoning behind that is due to the fact that there are 8 PR roles that need to be filled, and it is framed in a way where there needs to be a specific or separate person for each one.

Topics/Concepts from earlier in the semester:

  1. LCD/Imagined audience/Nightmare Reader from “I Tweet Honestly” by Marwick and Boyd
  2. Front Stage/Backstage and panopticism – Presentations of Self in Everyday Life – Humphreys

Personal impression management wasn’t addressed, if at all. It definitely was a little vague and very corporate like in suggesting to have the policy develop around a “new” culture and to monitor the change. Too many buzzwords, not enough substance in my opinion.

8 PR Practices

1. PR Policymaker


-gets ready for policy development

-assembling a core social media team to assist in policymaking

-doing the research and the policy writing process

-communicating and measuring policy compliance

2. The Internal Collaboration Generator

Role: Choose platforms and select your “level of sharing” within the company


-handling concerns or resistance(change management)

-responsible for POA that moves org to new, updated internal comm model

-cement benchmark wins

-empower peers along the way

-see the change rooted over time


-Check to see what platforms, tools and resources are currently available

-Research pros and cons of current sharing practices

-determine which platform is best

-select level of sharing

-demo/test platforms

-set up needs vs capabilities of platform

-decide if you need to implement change management program

-determine budget

-communicate and train employees

3. The PR Technology Tester

Roles: takes time to research test and implement tech


-understand where and how to communicate on behalf of a brand

4. The Communications (COMMS) Organizer

-encoring and creating routine procedures that deals with everything communcations

5. The Pre-Crisis Doctor

-reputation and crisis management for any PR disasters

-monitor social media conversations

6. The Relationship Analyzer

-liaison with bloggers and other media people, not just journalists

7. The Reputation Task Force Member

-understanding reputation management before crises happen, monitoring what goes out of the company and understanding the consequences

8. The Master of the Metrics

-brings it all together and finds out the quantifiable ROI of social media. all about the data.


Seems contradictory in nature, where she says that one person can take one, all, or none of the roles(and instead giving it to the “IT guy”).

Unclear of who this book is for, and contradicts herself. Doesn’t allude to the offline/online world relationships.

Overlapping roles.



  1. […] as d2i discovered (Tiziana Terranova, “Free Labor: Producing Culture for the Digital Economy”). Patrick and Alexis agree that Erving Goffman’s “impression management” is equally abundant, including […]

  2. […] audiences becomes problematic when companies forfeit what Patrick Domingo phrases as “a personal way of impression management.” Thus, the desire to be present for every conversation about the brand can also be viewed as […]

  3. […] areas in need of improvement. Criticisms of the book include its redundancy of roles, since some people felt that several of the roles could be condensed into one role. Other criticisms include confusion […]

  4. […] the relevance of each of these positions and some of my fellow classmates in #d2i agreed including Patrick Domingo who noted the overlap in these 8 positions. Breakenridge’s suggestions seemed obvious and […]

  5. […] media happened, now we have to change our methods.” Other member of d2i, such as Alison and Patrick, felt that Breakenridge was detailing ways in which social media and PR professionals could work […]

  6. […] media happened, now we have to change our methods.” Other member of d2i, such as Alison and Patrick, felt that Breakenridge was detailing ways in which social media and PR professionals could work […]

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