Social Media and Public Relations Notes

Main argument/Purpose- Breakenridge’s book promotes the use of social media in public relations and teaches the average social media user and PR professional why they should be familiar with certain media platforms to use for business.

  • How do you think the approach of your book’s author can be understood in terms of Baym’s 4 major social discourses of new technology?
    • Breakenridge doesn’t align the book with one singular social discourse when it comes to social media, though she leans toward social shaping and technological determinism more than social construction
    • Social shaping- “dynamics that have shaped public relations in the past are not only present in social media, but often accentuated and amplified by it.” (Foreword)
    • Technological Determinism- “adapt or die trying…”
  • Who do you think the audience is for your book? Does this affect what topics are addressed in the book and how these ideas are talked about?
    • The book feels like its catered towards those in public relations that have at least a limited knowledge of social media and how it functions, but that aren’t yet sure how to apply the affordances of social media to a business format. Because of this, the book is slightly basic for someone who’s taken classes and is majoring in Media, Culture, and Communication, but I can see how it would be a great tool for older professionals or those who haven’t grown up with daily social media usage.
  • Are there topics or concepts from earlier in the semester that you think would be productive to bring into conversation with this book or to make its author aware of?
    • Disembedding- Wesch’s “An Anthropological Introduction to Youtube”
    • Nightmare readers- especially relevant to PR, companies have to be cautious and vigilant about audience when posting online and representing a brand.
    • Weak/Strong Ties, Bridging capital, social capital- Baym “Personal Connections in the Digital Age” chs. 4-7
    • Basis of PR- immaterial labor- Andrejevic reading

8 PR Practices

  • The PR Policy Maker- developing, implementing, governing & maintaining social media policies
    • Companies can more easily shape their own image these days over social media
    • “assembling a team”, getting your voice out into the media net is the start of the process
  • The Internal Collaboration Generator- facilitation of communication within an organization makes for increased innovation and collaboration
    • Efficient mode of intra-organization communication
    • Better communication within a company leads to better communication with consumers/ competitors in the field (Inside and outside communication)
    • “Collaboration and idea sharing are fundamental to innovation”
  • The PR Technology Tester- Competency in shifting technologies
    • The nature of social media leads it to constantly change and influence how we interact with each other- because of this, you need to be able to constantly learn and adapt to the “playing field”
  • The Communications (COMMs) Organizer- Implementation of a new “communications process”
    • Content and Context
    • Crowdsourcing- very useful tool of today’s mediated world
  • The “Pre-Crisis Doctor”- Crisis prevention, foreseeing negative outcomes before they happen
    • Nightmare readers (from above)
    • The key to crisis prevention on Social media is preparation
  • The Relationship Analyzer- How audience connects with their brands in addition to the peer in web communities
    • Audience segmentation- (Nielsen demographics)
    • Online behavior (person-to-person and company-to-person)
  • The Reputation Task Force Member- tracking and monitoring in order to maintain reputation
    • Building relationships (bring in “ties” reading)
    • Policing yourself- branding in online platforms
  • Measuring outcomes, accounting for growth
    • More social media metrics- how growth is shown, and how to show this growth is meaningful
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