PUBLIC RELATIONS & NEW MEDIA

Dr Katerina Diamantaki

Lesson 2
Masters in Strategic Communication and Public Relations
 Move to next slide to remember how information changes in the digital
age and try to extract professional advices based on them.

Can you turn observations into insights? Can you put what you learn
into practice?
1. How Information changes (the 4Vs)
How Information changes (the 4Vs)

Volume

Velocity

Variety

Vibrancy
2. Howthe Consumption of Information
changes:
How the Consumption of Information changes:

Participatory

Personal

Relevant

Portable
 Best Practices for digital P.R.

Get attention cut through the clutter

Be quick, timely and constantly present (touchpoints)
Offer diversity create interesting content & tactics
Use media affordances, tools & multimedia to create information
that is shareable and attractive
Allow for participation, UGC and communities
Appeal to personalized needs its all about conversations
Be relevant bring some kind of value to peoples lives
Think Mobile
Think Networks (influence, belonging, virality)
 The value proposition for
communication today

Deliver content Create interactions

Build relationships

Touch emotions
Engage minds
MODERN PR PRINCIPLES
Modern Pr PRINCIPLES
 The Functions of P.R.
RESEARCH: Monitor and evaluate public attitudes
RESEARCH
and opinions

PLANNING PLANNING: Formulate and implement an

organizations procedures regarding communication

MEDIA RELATIONS with its publics

MEDIA RELATIONS: Dealing with the media

STAKEHOLDER STAKEHOLDER MANAGEMENT: Fostering a

positive relationship between an organization and its
MANAGEMENT public constituents and balance conflicting interests

PROMOTION: Help in promotional activities (product

PROMOTION PR)

ISSUES MANAGEMENT ISSUES MANAGEMENT: Issues management

(corporate PR)

CONSULTING Prevent negative publicity

Prevent and manage crises

FUNDRAISING CONSULTING

FUNDRAISING
PUBLIC AFFAIRS/LOBBYING PUBLIC AFFAIRS/LOBBYING
 The Tactics of P.R.
Written materials (annual reports, leaflets of promotion, articles,
paid editorials, newsletters)

Media exposure & thought-leadership: Articles, Interviews,

speeches

Press releases

Sponsorship Corporate Social Responsibility programs

Events (conferences, seminars, exhibitions, kiosks, etc)

Digital & social media communications

Interpersonal communication Networking

 The Role of P.R.

PR has become a management function.

Strategic as well as tactical
 The Evolution of PR
Publicity seeking (1920s-30s): stylish adverts to publicize the BP
name and link the brand to some higher ideals

Information dissemination (1940s-50s): lobbying and mediation

tactics to ease the companys relationships with the Iranian
government

Relationship-management (1980s-90s): a greater emphasis on

partnership with stakeholders and on strategic business alliances

Organizational positioning (1997 and beyond): proactive stance on

climate change, new logo, BP has positioned itself as a company that
in a responsible and sustainable way aims to meet the world's current
and future energy needs
 The Role of P.R.

Continuous Public Relations

Proactive rather than reactive approach

The key to long-term success is

developing credibility before raising visibility, and
before managing an actual crises.
Good P.R. does the following:
Provides one of the most credible forms of publicity:
third-party endorsements
Leads to effective communication, which builds trust and
strong relationships with all stakeholders
Influences and changes opinion, increases exposure,
and builds a positive image and reputation
Elicits response and action
Enhances brand resonance and brand loyalty
 Digital PR is no different
PR is about building awareness, credibility and goodwill

It is about building a presence and gaining support of

your stakeholders

It is about creating a favorable climate for an organization

 The Web has changed everything
The Web has changed everything. And the Social Web is
empowering a new class of authoritative voices that
we cannot ignore.

The masses are creating and sharing content via

social networks.

People are talking directly to organizations

Bloggers become new opinion makers

 Digital P.R. is different
1. The audience is connected to organizations

2. The members of the audience are connected to each

other

3. The audience has access to other information

4. Audiences pull information

Ranchod et al, 2002

The new model of PR looks
something like this:

PR > Traditional Media > Customers

PR > New Influencers > Customers

PR > Customers

Customers > PR
Consider the difference between PR
and PR 2.0
News
releases Good
content

Spin
Relevance

Generic
messages Genuine
conversations
PR 2.0. as a broker between
individuals and groups

P.R. 2.0

Providing Content
Nurturing Conversations
The New Rules of P.R. (M. Scott, textbook)
PR is more than just a mainstream media audience
Web communications is about delivering useful content.
Its about interaction, information, education and choice.
People want authenticity, not spin
People want participation, not propaganda
Need for Pull vs Push
Need for Customized information
Need to improve relevance
The end of Interruption
Weve moved through various types of online economy

Attention Economy (push)

Attraction Economy (pull)

Participation Economy (share)

Kevin Roberts, Saatchi & Saatchi CEO, 2010, Interview link

Why get involved in Digital P.R.?

Reach audiences directly with targeted information

Deeper engagement with customers
Get insights not available any other way
Create brand recognition & Reputation
Establish credibility & thought leadership
Create communities
Detect crises
Opportunities in Social Media

Knowledge sharing (i.e. blogs, wikis)

Life sharing (i.e. YouTube, Flickr)

Social Networking (e.g. Facebook, )

Business networking (i.e. LinkedIn)

Community building (i.e. Ning, all social media)

Digital PR is also ideal for:
Low-budget enterprises

Mid-size companies on a shoestring

Social campaigns or minority groups

Niche products (find your Tribes)

Testing new ideas

 Difficulties in digital PR
Less easy to control

Need for faster response

Selecting proper mix of tools

Managing different tools, networks & platforms

Never-ending task
 Challenges Requirements
What happens on the Internet
stays on the Internet for good or
bad
Strategy
Content
Makes your client vulnerable
Connection
Constantly changing everyday
Interaction
Creativity and out-of-the box
thinking is a pre-requisite Integration
News spread like a fire and if not Tools
controlled properly, it can killyou -
Here a crisis can lead to the end of
your career
P.R. is best suited to:

Relationships and Content

Influencer relations/editorial contacts, fans

Creating content that published to and by contacts

Management and optimization of mutually influential

relationships
Online communication is about good communication.
Its about listening. Its about relationships.
Its about providing really good news content to the
right person at the right time.
Its about transparency and honesty
And PR should always be about those things online
or off.

https://www.proactivereport.com/online-pr-tips/
The Internet has made Public Relations public
again, after years of almost exclusive focus on
media. Blogs, online video, news releases, and
other forms of web content let organizations
communicate directly with buyers
M. Scott, page. 21
 Putting the Public Back in Public
Relations (2009) is the name of a
book written by marketing and PR
experts B. Solis and D.
Breakenridge, describing how PR
is reinventing itself in the digital
age

The authors coined the term PR

2.0. - in recognition of the impact
that the Web is having on the
public relations practices
 Owned, Paid, Earned Media
A combination to master
Web properties
Website/ Mobile site
Proprietary blogs OWNED
Social media channels MEDIA
Apps
Internet advertising
Digital content Pay per click
Syndication Display ads
SEO
EARNED PAID
Sharing-WoM PAID Paid influencers
Mentions
MEDIA MEDIA
MEDIA Paid content promotion
Shares
Reposts Sponsorships
Reviews
Publicity
Blogger relations
New & traditional
PR
announcements
See more Public Relations Quotes at Prezly