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Workshop 31 March

Page history last edited by Richard Bailey 14 years, 3 months ago

PR and social media

Training workshop, 31 March 2010

BW logo

One: Key concepts in social media and PR


First thoughts: social media and PR


"The fundamental vector of communication that shapes reputation and an organization’s relationship with its stakeholders has flipped through 90 degrees. Now, the truly significant discourse is that which surrounds an organization, product or service.’ David Phillips and Philip Young, Online Public Relations (2009)


"Online PR is about engaging people in conversations so they become advocates for your organization."

Tom Watson and Paul Noble, Evaluating Public Relations (2nd edition 2007)


"The use of communication technology is ubiquitous in contemporary public relations practice, and often there's no choice but to adopt the newest communication technology."

Source: The Professional Bond - Public Relations Education and Practice, November 2006


Second thought: avoid technology determinism


"Computing is not about computers any more. It is about living."

Nicholas Negroponte, Being Digital, 1995


‘Online PR is not an alternative to other forms of relationship building, communication and interaction; it is an extension of what has gone before.’

David Phillips and Philip Young, Online Public Relations (2009) 


Evolution of the media

Mass media Masses of media Me media
Newspapers, broadcast Digital channels, web Blogs, personal publishing
1870s-1980s 1990s- 2000s-

Source: Richard Bailey


Three phases of the web


1. The age of Surf (eg Yahoo web directory)

2. The age of Search (eg Google)

3. The age of Syndication (eg RSS, Internet Explorer 7)

Source: Scoble and Israel


Two models of web publishing

Web 1.0 Web 2.0
Publishing Participation
Stickiness Syndication
Brochureware Blogs
Content management systems Wikis
Britannica Online Wikipedia
Directories Tagging
Domain name speculation Search engine optimisation
Netscape Google

Source: Tim O'Reilly What is Web 2.0?


Two models of public relations

PR 1.0 PR 2.0
Media relations Stakeholder communications
Press coverage Google search ranking
Awareness Acceptance
Tomorrow's headlines Sustainable success
Product promotion Discussion of issues, trends
Mass targeting Micro targeting
Press clippings analysis Attitudinal research
Persuasion Conversation

Source: Richard Bailey


Concepts and context


'Markets are conversations'

The Cluetrain Manifesto (2000)

But markets are also: transactions and relationships (The Cluetrain Manifesto, Tenth Anniversary Edition, 2009)


'Publish then filter'

Then: Filter then publish

Now: Publish then filter


Example: 20 hours of video are uploaded to YouTube every minute. How do you ever find out what's there?


'Hub and spoke' strategy

Steve Rubel video and Posterous blog post


Conversations, community, co-creation etc


"My research identified eight C words that are characteristics of the 21st century mediascape:

        • connectivity (rapidlyapproaching ubiquity),
        • communities,
        • co-creativity,
        • collaboration,
        • collective intelligence,
        • communication (two-way not one-way),
        • conducted as...
        • conversation – that is, open discussion that is authentic, not speeches, lectures, political propaganda, ‘spin’, or corporate-speak."

Jim Macnamara, PRevolution


PR Newser: Conversation Manager v Community Manager


Case studies


Co-creativity / collaboration / collective intelligence / crowdsourcing

Communication / conversation


Digital natives v digital immigrants

Article by Marc Prensky (part onepart two)


An 18-year old new student / new elector was born in the 1990. They have known the WWW all their lives. This is their world.


Digital natives Digital immigrants
Grew up with Google Older than the web
Multitasking, hypertext Linear processes
Parallel Sequential
Crave interactivity Prefer to concentrate
Learn through computer games Learn through reading
Twitch-speed Discussion of issues, trends
Graphics before text Text before graphics

Source: Marc Prensky


Push v pull


Push Pull
Newsletter Website content
Website content RSS syndication
News release Word of mouth
Broadcast Narrowcast
Speech Conversation



Open source movement

> Open source software is an alternative to private, proprietary code (eg Firefox v Internet Explorer)

> Wikipedia is an 'open source' encyclopedia

> Open source concepts are now being applied to marketing and democracy


Social media examples


Category Examples Services
Social networks BeboMySpaceFacebookLinkedIn  
Blogs Comment is free Google blog searchTechnorati
Microblogging Twitter Twitter resources 
Photo & video sharing FlickRYouTube  
Wikis Wikipedia  
Podcasts BBC podcasts Podcast.net
Syndication RSS Google Reader
Virtual reality SecondLife  
Social bookmarking del.ic.ious  


Two: tools and techniques






Search and SEO 


Wikis and Wikipedia

      • Wikipedia's five pillars (including 'neutral point of view')


Newsfeeds and subscriptions

      • Google Reader


Social networks


Photo and video sharing


Social bookmarking / news sharing sites

Three: Practical session


Four: Questions and challenges


Reputational risk


Social media guidelines


Monitoring, measurement and evaluation



Does blogger relations replace media relations?

- Yes, if blogs have reach and credibility with target audience

- Otherwise, new media complements - but doesn't replace - old media (think radio, TV, internet)

- Blogger relations complements media relations (as does eg analyst relations)

- See Tom Murphy's PR hype cycle


Should the chief executive blog?

- Rare example of a good CEO blog: Sun's Jonathan Schwartz

- Warning from Seth Godin: Beware the CEO blog

- Advice from Debbie Weil: What should the CEO blog about, and why

- Advice from Antony Mayfield: Should your CEO blog? That depends on them

- Boyd Neil, Hill & Knowlton: Should senior executives blog?

Why CEOs should learn to love the blog The Guardian, 17 November 2006


Should our blogging be transparent?

When blogs put brands at risk, Financial Times, 8 November 2006

Buzz off! this blogger's voice is not for sale Media Guardian, 20 November 2006

Anti-astroturfing campaign



What tools are needed for PR 2.0?


- All traditional skills (eg research, writing, networking, media relations), plus:

- Social media knowledge (eg Diggdel.icio.usFlickr)

- New research tools (eg TechnoratiGoogle NewsGoogle blog search)

- New information gathering tools (eg Google reader or Internet Explorer 7)

- Search engine optimisation awareness: Blogging your way to the top of the search engines

- Some social networking experience (if you can't do it for yourself...) Go on, edit this page!



Bailey, R New media sources on PR Books; Twitter resources

Le Meur, L The Corporate Social Networking Manifesto

Pavlik, J (2007) Mapping the Consequences of Technology on Public Relations Institute for Public Relations, USA

Social Media Resource - by The Friendly Ghost

Inferno blogging survey

Social Media white paper pdf format

What is social media? e-book from Spannerworks

Johnson & Johnson does new media




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