Social Media: The New Engine of PR
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Transcript of Social Media: The New Engine of PR
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Social Media:The New Engine of PR
Paul FurigaWordWrite Communications
Slippery Rock University PRSSA| September 21, 2011
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First, let’s set the stage . . .
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What is social media all about?
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Who’s best skilled at conversation?
• Traditional advertising/marketing• Public relations• Social media
technologists
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It’s not social media technologists. . .
• Because it’s all about thetechnology, not the people
• The medium is NOT the message!
• It’s not how fast or broad your message is, it’s about the conversation!
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It’s not advertising because that’s. . .
• When you come in to the office after your big date and brag about how great you were.
• It’s all about what you say about yourself.
• Ultimately, the only response is Buy! Buy! Buy!
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It’s public relations because that’s . . .
• When your datecomes into the office the morningafter your big dateand tells everyonehow great you were.
• It’s all aboutThird-party validation — what other people say about you.
• And validation occurs through conversation.
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Public relations is it because . . .
• WordWrite’s definition: Good social media taps the deep and elemental human love of stories to build two-way, ongoing relationships with the audiences you need to reach.
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PR has always been a conversation . . .
• Conversations withreporters lead to stories
• Conversations withinfluencers lead topublic support
• Conversations withcustomers lead to sales
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Do the conversation math . . .
• If Public Relations = Conversations• And Social Media = Conversations• Then Public Relations + Social Media =• Social Media:
The new engine of PR
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How so?
• PR techniques translate to social media• You pitch reporters, you pitch bloggers• You monitor the media, you monitor social
media• You create content for both
– Bylines to blogs– Pitches to posts– Video news releases to YouTube video
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If this is true, what is the future of PR?
• An increasing need for social media savvy• A fundamental understanding of conversation• A comprehensive understanding of PR tools
and techniques
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If this is true, what is the future for YOU?
• Become savvy aboutsocial media
• Become a conversationalist• Learn PR tools
and techniques
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A few words about WordWrite . . .
• A PR firm with the most valued public relations model in the world (StoryCraftingSM).
• 100 percent growth this year; hired 3 in last 3 months
• A “small giant” built on guerrilla strategies:– Created our own “secret sauce” in StoryCraftingSM
– Use StoryCrafting to reposition us at the front end of the marketing value chain
– Smart application of complementary tools and processes (Hubspot)
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WordWrite . . . 2011 and beyond
• Among new/expanded clients in 2011:– BAE Systems, Inc.– Buck Consultants (Atlanta, Philadelphia)– Center for Victory– Kennametal– Light of Life Rescue Mission– SAE International– Tender Care (Bradford Child Care Services)
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Thank you! Questions?
Linked In:www.linkedin.com/in/paulfurigawww.linkedin.com/companies/wordwrite-communicationsTwitter: @paulfuriga / @wordwriteprOnline:www.wordwritepr.comwww.wordwritepr.com/[email protected]