Social Media and Public Relations NOTES

What Public Relations is about:

  • Handling communications in the public spotlight
  • Be a propelling force, leading the charge, a change agent
  • Influence what others are saying about the company through talking to media, customer and consumer
  • Be informed on all fronts
  • Identify, manage and guide all communication over the internet and through social media channels
  • Top Down communication no longer works
  • Characteristics of Influence
    • Trust, In depth knowledge, industry expertise, intense motivation, pure passion, winning attitude, giving spirit


How to succeed at PR:

  1. Core Competencies
    1. Know how to research and plan
    2. Apply strategy to business goals and objectives
    3. Handle issues and crisis communication
    4. Be professional and ethical
    5. Know how to manage resources
    6. Demonstrate excellent communications skills
    7. Know how to build relationships
    8. Competent use of technology
    9. Rely on your sense of ethics, critical thinking, keen negotiating skills, unique ability to liaise and build relationships, passion for information and research, & your love of written and verbal communication


Types of PR Practices

  1. The PR Policymaker
    1. Professional who spearheads and guides the social media policy development process – policy to be reviewed every 6 months!

                                               i.     Write the policy, deliver and support the policy, motivate and create action/compliance

  1. Helps the company, its employees and the public join in conversations in the right way and engage with purpose in a safe environment created for learning and sharing

                                               i.     Make policies regarding employee social media use and make sure people understand them and are willing to comply

                                              ii.     Create social guidance that protects and informs employees about their roles and unique participation

  1. Responsibilities

                                               i.     Getting ready for policy development

                                              ii.     Assembling a core social media team to assist in policymaking

                                            iii.     Doing the research and the policy writing process

                                            iv.     Communicating and measuring policy compliance

  1. Technology to use:

                                               i. – 150+ policies on social media governance


  1. The Internal Collaboration Generator
    1. Works strategically to evaluate how social collaboration can start internally, beginning with team or department sharing and innovation
    2. Knows how to maximize everyone’s time, boost productivity, cut down on email
    3. Form a change team

                                               i.     Convince senior management that change is needed

                                              ii.     Put together “Coalition” of individuals who are highly respected, can point out obstacles you will possibly encounter

  1. Should be able to change other people’s perceptions

                                            iii.     Have solid plan in place about the vision and goals of a new communications platform  — will keep people focused

                                            iv.     Constant communication

  1. Requires ongoing messages and updates for employees

                                              v.     Cementing benchmark wins to show senior management change is happening

                                            vi.     Empower peers along the way so they feel recognized – will created energy and momentum

  1. Technology for Use

                                               i.     Sharing Phase I: Document Sharing & Project Management

Technology: Google Docs, Basecamp, Twiddla, Zobo Projects, One Hub

                                              ii.     Sharing Phase II: Collaboration & Web Presentations: Vyew, WebEx, GoToMeeting, Skype

                                            iii.     Sharing Phase III: Enterprise 2.0 Collaboration & Innovation: Microsoft Sharepoint 2010, IBM Enterprise, Socialcast, Socialtext


  1. The PR Technology Tester
    1. Takes time to research, test, and implement technology
    2. Technology leads to better monitoring and tracking strategies – a target approach to building relationships, measures progress with more accuracy
    3. Technology for Use:

                                               i.     Monitoring and Tracking

  1. Free: Addictomatic,, Facebook Insights, HootSuite, MonitorThis, Social Mention, Brand Monitor, TweetDeck, Wildfire, Wordle, Topsy, BackType, BoardReader
  2. Paid: Alterian SM2, BurrellesLuce Engage121, Cision, CollectiveIntellect, Converseon, Lithium, Meltwater, Prosyna, Radian6, Sentiment Metrics, Sysomos, Vocus

                                              ii.     Website Analytics & Measurement

  1. Google Analytics, Clicky, Reinvigorate, GoingUp, WebTrends, Omniture

                                            iii.     Collaborative Social Media Platforms

  1. Mashable, TechCrunch, GigaOm, The Next Web, ReadWriteWeb, Twitter, Google+

                                            iv.     Content Management Systems/Blog Platforms

  1. Posterous, WordPress, Drupal & Joomla, Vignette

                                              v.     Social Media Release Platforms/News Wires

  1. BusinessWire, PR Newswire, Marketwire, PRWeb


  1. The Communications Organizer (COMMS)
    1. Helps create a new process and manage information on a macro level and have individual depts. manage on microlevel


  1. The Pre-Crisis Doctor
    1. Proactively monitor social media conversations and tract sentiment of customers and other stakeholders
    2. Use preparedness and quick response to slow down momentum to avoid reputation damange
    3. Crisis Org Chart (Who responds)

                                               i.     Layer 1/Escalation Level 1: No Threat

  1. Customer Service Representatives, PR and Marketing members, General employee population

                                              ii.     Layer 2/Escalation Level 2: Pending Situation

  1. Customer Service Representatives (Managers alerted), PR and Marketing, Sales, IT and other key technical or product specific experts

                                            iii.     Layer 3/ Escalation Level 3: Negative Sitation

  1. Managers, Directors, VPs, Sales, IT, CS Rep and key technical personnel

                                            iv.     Layer 4/Escalation Level 4: Pending Crisis

  1. CSm PR, Marketing Management team, spokesperson to handle crisis communication

                                              v.     Layer 5/Escalation Level 5: Crisis

  1. Senior Leadership or CEO, Cabinet and Board members
  2. The Relationship Analyzer
    1. Relationship Stairway

                                               i.     Casual Friend

                                              ii.     Taker with Good Info

                                            iii.     Giver

                                            iv.     Giver and Taker

                                              v.     Trusted Confidante/Brand Champion

  1. Facebook Relationship Booster
  2. Twitter Relationship Booster
  3. Google+ Relationship Booster
  4. The Reputation Task Force Member
    1. Best Practices

                                               i.     Check mentions at least once a day

                                              ii.     Set up email alerts or Google alerts

                                            iii.     Check extreme sentiments

  1. The Master of Metrics
    1. offers executives measures neede to base on business outcomes


Change Agent Scale

  1. Change Thinker and Visualizer
  2. Change Talker and Motivator
  3. Simple Change Activator
  4. Complex Change Activator
  5. The True Change Agent

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